DRAX Fitness UK secures partnership with growing gym franchise brand
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Cutting-edge new home gym company makes significant gains on launch
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Virtual tours set to give residents greater confidence before visiting leisure centres
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Members win holidays in campaign
FOUR lucky Your Space gym members have each walked away with a dream holiday, thanks to operator BPL’s successful summer membership campaign, which engaged with thousands of customers.
The campaign encouraged members to scan a QR code to check-in each time they visited a club, which put them in a draw to win a holiday – with a winner drawn every week for four weeks.
The winners were Nic Wilkinson –who has been a Your Space member for 22 years – Kelly Egan from Your Space Worksop, Mark Dowthwaite, who trains at Your Space Mansfield, and Your Space Hoyland member Michael McHugh.
They were all delighted to win holidays to Ibiza, Turkey, Budapest and Centre Parcs respectively.
Analysis of the campaign also provided valuable data on where people were checking in, at what times and for what kind of activity, helping to identify useful patterns around, for example, the morning rush, or opportunities for members who prefer a quieter time to workout.
Rachel Rinkcavage, head of marketing and branding at BPL, said: “The Your Space summer campaign saw fantastic engagement, with
thousands of check-ins across all sites and activities.
“Our data showed that across our sites, the activity split was broad, with gym sessions and swimming leading the way, but cafe visits and classes were also proving popular, highlighting that members are embracing everything their membership offers.”
The campaign was also promoted on social media using key hashtags and providing further opportunities to engage with people online.
Rachel added: “This campaign not only brought in impressive numbers
but also demonstrated how Your Space clubs are at the heart of their communities.
“From our analysis, we can see members value flexibility, variety and the social side of fitness and going forward, we can use these learnings for future campaigns, smarter programming and an even better member experience in the months to come. We were delighted to spread some joy to our members this summer through this campaign and congratulations to our winners - we hope you all have a fantastic time on your holidays.”
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Advertiser’s announcement
TMD now taking bookings for custom welcome packs
IT’S already time to get organised for your New Year membership drive.
Taylor Made Designs supply uniform and merchandise to some of the UK’s leading fitness, health and wellness brands … and they have already started work on custombranded member packs for January 2026.
“Custom gym merchandise is a great way to attract new members every January,” said James Taylor, global sales director of Taylor Made Designs.
“A growing number of clubs are coming to us for branded welcome packs.
“There’s a lot we can do in-house at short notice, but we like to get a head start where possible.”
TMD work year-round on branded products and can supply everything from custom-printed steel padlocks to towels, bags and trolley tokens.
Leading fitness brands tend to prepare for their new year membership initiatives in autumn, so it’s no surprise that it’s the busiest time of year for gym merchandise orders
James added: “We’ve made some beautiful welcome packs for a broad range of brands.
“Some clients come to us for a simple branded bottle-and-bag combo, while others want welcome
packs packed with premium tech items, fountain pens, cups … you name it.
“Every welcome pack is different. What matters to us is that – on every welcome pack we create – clients get premium quality, competitive pricing and low order volumes.”
Custom branded welcome packs typically take anywhere from two to 12 weeks to produce.
Taylor Made Designs suggest customers make contact by September 1 to guarantee a midDecember delivery date. Call on 01202 473 311 or email hello@taylormadedesigns.co.uk
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Oldham Active celebrates new gym equipment at leisure centres
OLDHAM Active (Oldham Community Leisure), the charitable trust that operates leisure facilities on behalf of Oldham Council, has launched ‘new look’ gyms at Royton and Oldham Leisure Centres following a £250,000 investment.
It includes a substantial upgrade to the gym equipment, including the total replacement of its strength equipment with Oldham Active’s new partner Precor.
Lauren Connis, head of health and wellbeing at Oldham Active, said: “We are delighted with our new Precor equipment and are already receiving great feedback from our customers.
“Precor’s strength equipment is both durable and premium, plus the footprint of their kit is slightly smaller, meaning we have been able to add extra equipment to the space we have, which should improve the member experience at peak times.
“Precor’s exclusive distribution of Glutebuilder® in the UK also allowed us to respond directly to member feedback. Glute-focused training continues to grow in popularity, and many members had asked for more targeted
equipment.
“As a result, we’ve installed a number of standout pieces including the Hip Thrust Elite and the Dual 45 Hip Extension, ensuring we’re providing equipment that’s both on trend and aligned with what our members want.”
Three special training sessions held recently featured Precor Master Trainer Gavin Frecklington MSc, who offered Oldham Active customers hands-on experience with the new strength equipment.
The 20+ year fitness industry veteran, who has trained professional athletes, provided expert biomechanics coaching during the 30-minute sessions, including lower body, upper body and Glutebuilder® sessions, each designed to help participants maximise their training results with the new equipment.
Lauren added: “It was fantastic to see so many of our members enjoying the sessions, with Precor’s Master Training helping them to get the best out of their workouts.
“As a charitable organisation, our aim is to support Oldham residents to find opportunities for better wellbeing and to help achieve this we need inspiring and welcoming facilities.
“The latest investment in our gyms means we have high quality equipment that’s easy to use, whilst creating a safe space where our customers enjoy spending time, now and into the future.”
Active IQ launches new suite of reformed qualifications to meet industry demands
ACTIVE IQ has launched a suite of newly reformed qualifications, designed to equip the next generation of fitness professionals with the targeted skills and knowledge to meet the evolving needs of the industry.
This includes the rollout of 11 updated qualifications that reflect current employer demands and future-proof the skillsets of personal trainers, instructors and specialists.
Areas covered range from working with adolescents and older adults to antenatal and postnatal fitness, all carefully aligned to modern industry needs and seeking to plug gaps identified in Active IQ’s 2024 Skills Gap Report. The areas of focus were identified through a combination of stakeholder interviews and employer feedback, demonstrating Active IQ’s desire to maintain the relevance of its qualifications.
The approved technical qualifications, all eligible for government funding, ensure accessibility and relevance for training providers, employers and learners.
Lee Buck, head of product development at Active IQ, said: “This launch is a significant
step forward for our sector. These reformed qualifications have been designed with real purpose; they’re approved technical qualifications, eligible for funding and developed to reflect what today’s employers and learners truly need.
“What sets Active IQ apart is our ability to offer a comprehensive suite of approved qualifications, giving centres the flexibility to build programmes that truly reflect the priorities of their local communities.
“It’s about creating meaningful pathways into the industry and making sure learners are equipped not just for today, but for the future.”
Active IQ is currently the only awarding organisation offering a full suite of approved qualifications in the sector, enabling centres to design tailored programmes that reflect community needs and employer priorities.
To further support providers and learners, Active IQ has streamlined its offer to simplify choices and create clear, recognised pathways to employment to help address confusion in the job market and ensure learners can focus on gaining the most relevant credentials.
Each qualification is supported by enhanced digital learning resources, including a flexible e-learning platform and interactive digital assessments, making it easier for learners to access and engage with content at their own pace.
Training providers can now explore the full breakdown of the reformed qualifications, including content themes, delivery support and progression pathways, in Active IQ’s detailed provider guide.
Lauren Connis
DRAX Fitness UK secures partnership with growing gym franchise brand
DRAX Fitness UK has strengthened its market presence through a new partnership with Jetts Fitness UK, one of the UK’s fastest growing gym franchise brands.
DRAX will be the primary fitness equipment supplier for Jetts Lichfield, which opens this autumn.
The new gym will feature a full suite of DRAX solutions, including DRAX cardio with Android HD LCD touchscreens and My Mountain incline trainer, DRAX Welliv Pro pin loaded and Pure Plate plate loaded strength equipment, as well as free weights and benches.
In addition, as the exclusive UK distributor of Hoist Fitness equipment, DRAX will also install plate loaded and pin loaded strength equipment from Hoist’s
innovative ROC-IT line, and a fourstation Multi Jungle System – giving members access to strength training innovations not found in many UK gyms.
As part of the new partnership, Jetts Hammersmith will also soon be adding new DRAX and Hoist strength equipment to the gym, with Jetts Farnham also installing four new Hoist strength training pieces next month.
Steve Perrins, CEO of DRAX Fitness UK, said: “Working with Jetts is an exciting milestone as we expand our footprint in the UK.
“DRAX prides itself on delivering innovative, high-performance solutions with fast delivery and exceptional after-sales support.
“Partnering with a forwardthinking operator like Jetts enables us to deliver outstanding member experiences while supporting the commercial success of their franchisees.”
With 21 open gyms and a growing footprint across the UK, Jetts’ affordable boutique fitness offering delivers results-based training on members’ terms.
Combining a premium club design and fitness equipment with large strength and functional training areas, unique small group training classes, bespoke programming and the latest technology, Jetts has created a growing community of loyal members and a proven franchise business model.
“We’re always looking for new ways to offer something different to our members, creating higher levels of engagement while supporting a
Advertiser’s announcement
high-return investment model for our business owners,” added James Garner, managing director of Jetts Fitness UK.
“That’s why we partner with suppliers who can deliver the best fitness experiences for our members and robust business support for our franchisees. Working with DRAX and also having access to unique strength training pieces from Hoist Fitness gives us something truly distinctive in the market.”
Luxury hotel resort embarks on major transformation with Matrix Fitness
SET across 1,100 acres of the scenic Sussex countryside, the East Sussex National Hotel Resort, part of the Countrywide Hotels group, offers an array of luxury leisure facilities, including a health club and spa, awardwinning restaurants and two championship golf courses.
Building on its premium offerings, the resort has recently unveiled a fully refurbished health club in partnership with Matrix Fitness.
This revamp includes stateof-the-art gym equipment, an upgraded spin studio, and the launch of a new HYROX Studio.
Phil Sanders, spa and health club manager at East Sussex National, said: “Our mission is to deliver the best health and wellbeing services for all members and guests.
“We’re proud of the variety we offer, we have something for everyone, all ages, abilities and goals.
“With more than 40 instructorled classes per week, we are a diverse, inclusive and comprehensive wellness service that caters to all fitness needs.”
The health club features 50 stations equipped with Matrix Fitness’ cutting-edge technology, including Endurance Cardio touch-screen machines and Ultra pin-loaded strength systems.
The spin studio now boasts 15 Matrix Fitness CXP bikes, further enhancing the facility.
“This marks the start of a major transformation for us,” Phil added.
“We’re committed to delivering top-tier services to improve retention, which is vital.
“Our members keep returning because we continually innovate. Balancing the preferences of our loyal members while introducing fresh options for younger audiences is key.”
Partnering with Matrix Fitness allows the resort to offer a smart
gym experience.
“In the hospitality industry, a gym or health club is a critical amenity that influences booking decisions. Our updated offerings ensure we remain diverse and top-class,” added Phil.
“Having worked with Matrix Fitness before, I know their equipment is exceptional, and their aftercare service is unrivalled. For them, it’s more than just selling equipment – it’s about building lasting partnerships.
“I look forward to continuing this collaboration.”
Craig Fawcett, key accounts – hospitality specialist at Matrix Fitness UK, said: “Modern, versatile gym designs and member-focused fitness offerings are increasingly essential in hospitality.
“The team at East Sussex National has created a standout approach that perfectly complements the premium resort, offering a wellness journey tailored to all abilities and goals.”
To find out more visit www.eastsussexnational.co.uk or www.matrixfitness.co.uk
Advertiser’s announcement
The power of finding the emotional reason in why someone wants to join a gym
By Dean Godfrey
WHEN someone walks into a gym for the first time, they may say they want to “lose weight,” “get fit,” or “build muscle.”
These are valid goals, but they’re often surface-level. Behind those goals lies something deeper, something more personal: emotion.
And it’s the emotional reason, the why behind the goal, that holds the real power to drive lasting change.
At first glance, gym memberships are about physical transformation. But most people don’t wake up one morning and say, “I just want a smaller waist.” What they’re really chasing might be:
n Confidence: They want to feel good in their own skin.
n Freedom: They’re tired of feeling held back, by weight, fatigue, or health issues.
n Acceptance: They may be healing from years of criticism or judgment.
n Control: In a life filled with chaos, working out feels like something they can own.
n Belonging: They want to be part of a supportive community that sees them.
When trainers, coaches, and gym owners uncover this emotional core, everything changes. Because fitness becomes more than a task, it becomes a mission.
Why the emotional “why” matters 1. It fuels consistency Motivation fades. That’s a fact. But purpose endures. When someone remembers why they started, like wanting to be able to play with their kids without getting
out of breath, they’re more likely to show up even when they don’t feel like it.
2. It builds a stronger coach client relationship
When a coach knows that their client isn’t just trying to “tone up” but is recovering from a traumatic breakup or striving to reverse a health diagnosis, they can approach their training plan with empathy. Trust deepens and accountability improves.
3. It creates deeper transformation Yes, bodies change. But the deeper transformation is internal. People become braver, more self-assured, and more resilient, not just because of what they do in the gym, but because of what they discover about themselves there.
So how do you find the emotional why?
It starts with listening. Here’s how fitness professionals (or even individuals themselves) can start uncovering that deeper reason:
n Ask “why?” multiple times.
o Why do you want to lose 20 pounds? “To feel better.”
o Why do you want to feel
better? “Because I hate how tired I am every day.”
o Why does that matter to you?
“Because I want to have energy for my kids.”
n Create a judgment-free space. Some people have never voiced their emotional reasons out loud. It takes trust.
n Validate and reflect. When someone shares their “why,” reflect it back to them: “That’s powerful. You want to feel like yourself again.”
From transaction to transformation Gyms can become life-changing environments when they move from being transactional to transformational.
That shift begins when trainers and clients tap into the emotional reason behind fitness goals.
It’s not about chasing aesthetics, it’s about reclaiming a feeling, a belief, or a dream that may have felt out of reach.
Whether you’re a coach, a gym owner, or someone stepping into a fitness journey yourself, don’t stop at the goal. Ask what’s underneath it.
n Dean Godfrey is the chief operating officer of Creative Fitness Marketing.
Right Directions acquires management platform
RIGHT Directions, the sector’s health and safety and quality management expert, has acquired the staff and operational management platform StaffMIS in a move to further its ongoing development and direction.
Founded in 2016, StaffMIS is a staff and operations management platform, which acts as a single place to document, monitor and manage operations records, with accessibility and time-saving functionality at its core. The platform consists of five modules; Information Management, Tasks and Check, Training Management, Time Management and Communications.
Largely developed for the sport and leisure industry, Right Directions has been working in partnership with StaffMIS for the last five years, with many of its leisure industry clients already using the system. It is currently used by more than 100 organisations across almost 2,500 facilities. Right Directions’ acquisition has been paramount in ensuring the organisation’s freedom and autonomy in advancing the platform to new levels.
Caroline Constantine, managing director of Right Directions, said:
“We are a one-stop shop for our clients, offering a full support service including advice, regular updates,
procedures, training and online portals. Our goal has always been to streamline administrative tasks and simplify life for our clients who face the daily challenges of running busy facilities; their time can be better spent focusing on delivering exceptional service and enhancing the customer experience, rather than being tied up with paper everywhere and manual processes.
“Listening intuitively to clients’ needs and suggestions is a key factor in the improvement and
development of any service, and has been the driving force behind our strategic move to acquire StaffMIS.
“As the StaffMIS decision makers, with no hoops to jump through, we are excited to be able to turn our ideas (and those of our clients) into reality. I only wish I had these tools when I was managing leisure centres.”
Further strengthening its position as the key stakeholder, Right Directions will start to introduce a range of newly developed features
to the platform. The first of many will be an asset management function, which will include the ability to track the completion of checks against assets, along with recorded maintenance issues.
Paul Harpham, head of training and online products at Right Directions, added: “I’m thrilled that Right Directions has taken a majority stake in StaffMIS. This exciting move gives us full control over the platform’s future, allowing us to drive forward an ambitious development plan that truly reflects the needs of our clients. It’s a fantastic opportunity to enhance the system and continue delivering innovative, effective solutions for operational management.”
As StaffMIS has continued to expand into other sectors, including hospitality, manufacturing, construction and education, the need to develop its features, functionality and interface to meet the changing demands of multiple industries has grown with it.
Sean James, the founder of StaffMIS, said: “Under Right Directions StaffMIS will flourish, in an exciting new phase of development that will be terrific for our clients, many of whom have been with the business from the very beginning.”
Dean Godfrey
Fitness journey leads to substantial weight loss and a new outlook
A FITNESS newbie has lost more than five stone and dropped multiple dress sizes after undertaking a sustained and coordinated exercise programme at a West Mids leisure centre.
At the start of 2025, Hana Linehan (age 28 from Netherton) was nearly 17 stone and at rock bottom with her confidence, weight and overall wellbeing, but she has undergone a remarkable transformation and now weighs in at just 11 and a half stone – after regular spin and gym classes at Portway Lifestyle Centre in Oldbury, Sandwell.
She had previously tried every diet, felt trapped in her own body, and avoided the scales for a long time, but with the encouragement of her partner Luke (already a member) took a bold leap into the unknown and joined Portway – one of eight facilities run and maintained by Sandwell Leisure Trust for Sandwell Council – a decision Hana now calls the best she’s ever made.
Portway is renowned for being a safe and inclusive environment, with knowledgeable and welcoming staff, and Hana quickly found her
stride in regular spin classes, along with a new love for weight training. Her mental health has improved dramatically, she feels more selfassured and no longer compares herself to others, plus Hana now takes photos of herself willingly –without filters or edits – because she loves the person she’s become.
A big part of Hana’s success has been working with Portway’s Group fitness and gym instructor Diane Hillier as her personal trainer.
She said: “Di’s energy and support have made a huge difference to my workouts and progress. Whether a tough class or session, or a check-in on my progress, Di always has a positive way of lifting me up and pushing me forward.
“She consistently make me feel motivated within my classes and I feel so much more confident going to the gym on my own, as I know how to train certain areas of my body. Di always reminds me to be proud of how far I’ve come too, even when I have down days, and I owe her a lot and wouldn’t have achieved so much without her help and guidance, as she even gave me
tips on what best to eat and how to manage calorific intake.”
Di added: “Hana is so fun to work with and from day one, despite all her initial fears and misgivings, has given both spin and the gym her absolute best.
“She has grown into a completely different person now, so full of life and positivity, and it’s very gratifying that I have played my part in her incredible transformation.
“Her more recent success in our AI-powered EGYM, which provides the ultimate in tech-enabled, flexible and personalised workout experiences, has been both insane and target smashing and Hana really is a true inspiration to us all.”
Hana’s top five tips for anyone starting out are set meaningful goals, because she’s been able to wear beautiful dresses at two weddings this year and can now fit into her sister’s lovely clothes as well.
Also, don’t fear the gym, as everyone starts somewhere and people won’t judge as you’re trying to make a difference and improve yourself.
Take progress photos as seeing
the difference each month is the best feeling and even on bad days you’re able to look back and remind yourself how far you’ve come, plus rest is just as important as training as we’re all human and everyone is allowed time off or a cheat day.
Last, but not least, have fun and make it enjoyable because it’s supposed to be exciting and fulfilling, so allow yourself to take in each moment and just be the best person you can be.
Hana added: “This amazing roller coaster I have been on since the beginning of the year has taught me so much – and along with Luke my family (Mum, Sister, Brother-in-Law, Dad, Nan and Grandad) have been super supportive too. Life can be difficult from time to time, but if you set your mind to something and see each day that you’re getting closer and closer to your goal, it’s honestly the best feeling in the world.
“Plus, if I can do it, then really anyone can. You just need to say: enough is enough, I’m going to start this journey and see it through - and it will be the greatest decision you’ve ever made too.”
ABC Fitness deepens commitment with appointment
ABC Fitness has announced the appointment of Dave Alstead as commercial director for Europe, Middle East, and Africa.
In this newly created role, Dave will accelerate commercial growth, deepen customer engagements and drive the expansion of ABC Fitness’s platform solutions across the region.
He brings a wealth of experience in the health, wellness, and fitness industry, spanning small businesses to large, global enterprises.
With a strong track record in
regional and national sales, team development, and coaching, Dave is poised to support ABC Fitness renewed focus on regional growth at both the studio, gym and enterprise level.
“Dave’s passion for empowering fitness professionals and his proven leadership make him the perfect partner for our EMEA expansion,” said Conor O’Loughlin, chief revenue officer at ABC Fitness.
“His ability to align customercentred solutions with commercial strategy will be instrumental in
bringing more operators into the ABC Fitness ecosystem.”
Dave added: “I’ve always believed in the power of fitness to change lives, whether in communities, studios, or global brands. I’m thrilled to join ABC Fitness and help deliver the tools and experiences that enable operators across EMEA to succeed.”
ABC Fitness currently has more than 12,500 fitness business operators and coaches in the EMEA region with a view to growing both in the coming years.
Cutting-edge new home gym company makes significant gains on launch
A GROUNDBREAKING gym equipment company is making significant gains within weeks of launch.
Based in Llandudno and Mochdre, gym2me was founded by entrepreneur Andy Boyd, who had spent almost two decades in the banking sector before taking the leap and starting his own business. He wanted to explore the circular economy and develop a company borne from his own exercise experiences — and the realities of modern life.
gym2me is built for “real people with real lives” who have purchased expensive equipment in the past and found that just weeks or months later it was “gathering dust” in the garage or spare room.
The service allows people to rent premium fitness items in flexible four to 12-week blocks, with delivery, set up, and wraparound support from a growing online community. Long-term there will also be a nutrition and exercise library available to community
members.
“I’ve been that guy who buys an expensive spin bike, smashes six weeks of workouts, then lets it gather dust under laundry as a makeshift clothes horse,” said Andy.
“gym2me is for people like me, people who want to make progress, not create piles of unused gear through the sadly all too familiar ‘buy then stash’ fitness model.”
Instead, users can browse a comprehensive and growing range of top-quality gear from rowers to spin bikes, walking pads to ergonomic chairs – and choose rental packages with loyalty options that flex with their goals and life demands.
“We’re solving three key problems,” said Andy.
“Time-poor schedules, intimidating gyms, and bulky equipment that ends up unloved. gym2me brings fitness to your door when you need it and takes it away when you’re done. No guilt, no clutter, just results.”
With more people working from
home than ever before, Andy says there’s a real appetite for ways to stay active in private, on your terms, and without the pressure of public workout spaces.
“This is for those who find the gym environment intimidating or simply want to enhance their fitness journey at home, to get healthy, lose weight, or simply break up screen time,” he said. “Walking pads, for example, have been hugely popular as they let people stay active while working remotely. We’re also introducing ergonomic furniture and chairs to support a healthier work-from-home setup.”
He added: “This is a new proposition so changing people’s mindset is going to be pivotal, and we will be on that journey together.
“We only launched a few weeks ago and the response has already been fantastic, so I’m excited to see where that journey takes us.”
For those hesitant to invest in pricey home equipment, gym2me offers a flexible alternative to permanent purchases.
Currently delivering across North Wales, Chester and parts of Cheshire, Andy has plans to expand the model — potentially scaling up into a franchise — and says they are already connecting with their target markets.
“This resonates with people like me and my wife — busy parents with limited time, trying to stay active,” he said.
“We’re speaking to ‘back to fitness’ folks, active agers, hybrid workers, serious gym-goers and individuals who thrive on adrenaline… anyone juggling full-on lives.
“With personal training now thriving online as well as in gyms, gym2me gives coaches, physiotherapists, and other health professionals a powerful way to get quality equipment into their clients’ homes – helping them train well, recover well, and feel their best.”
He added: “We’re not just delivering kit, we’re building a smarter way to stay active — one that’s kinder to your home, your wallet, your time, and your planet.”
Matrix appoints new national key account director
MATRIX Fitness has announced the appointment of Danny Melling as national key account director.
With more than 20 years of leadership industry experience, Danny brings a wealth of expertise in business development, partnership strategy and performance-led leadership.
He most recently served as interim director of membership at ukactive, where he played a pivotal role in supporting the growth and engagement of member organisations across the UK.
In his new role at Matrix Fitness, Danny will lead on the development and execution of
national key account strategies, enhance client relationships and collaborate with internal teams to align growth with broader business objectives.
Danny said: “I’m excited to join the innovative and forwardthinking team at Matrix Fitness.
“The brand’s reputation for quality, customer focus and product excellence is unrivalled in the industry and I’m looking forward to driving meaningful partnerships that support our clients’ growth and long-term success.”
Matthew Pengelly, managing director of Matrix Fitness UK, added: “Danny’s experience
and passion for delivering value to partners makes him an outstanding addition to the Matrix team.
“As we continue to grow our presence across the UK, his leadership will be instrumental in driving new opportunities and maximising the potential of our National Key Account programme.”
As part of JHT’s continued investment in talent and infrastructure, Matrix Fitness is also actively recruiting an additional national key account manager to further strengthen the team and extend support for key partnerships nationwide.
Do you really know why members join your gym?
By Wayne Heath
IF SOMEONE asked you why people join your gym, what would you say?
Most gym owners would probably give the usual answers: location, price, or the range of equipment. Sure, those things matter, but if that’s the only lens you’re looking through, you might be missing the deeper reasons that keep members coming back.
The truth is that many gyms don’t take the time to ask. They just
assume. And assumptions can be costly.
Gyms that take a proactive approach to understanding why members choose them tend to stand out, market themselves more effectively, and crucially, retain members for longer.
Why understanding “why” matters When you know the real reasons why members join your gym, everything becomes easier.
You can:
n Adjust your messaging to emphasise what matters most.
n Spend your marketing budget more effectively.
n Make improvements that genuinely increase satisfaction and retention.
If members love your welcoming atmosphere, that’s what you showcase in your content and ads.
If flexible class times are the big draw, that becomes a headline benefit. When you know why people say yes, you can inspire more of them to do the same.
How to find out what members really think The simplest way to stop guessing? Ask them.
Run a short member survey. Keep it quick, easy, and focused on a single goal: understanding why people chose your gym and what keeps them there.
A few smart questions are all it takes:
n What made you decide to join?
n Did anything nearly stop you?
n What do you enjoy most about your membership?
n How likely are you to recommend us to a friend?
New members are an especially valuable source of insight because their reasons for joining are still fresh.
Ask them during sign-up or include a quick “What made you choose us?” question in your online form.
Using gym management software makes this process even easier, from sending surveys by email or SMS to automatically following up with non-responders, all without adding more admin to your plate.
Turning answers into action
Once you’ve gathered the feedback, look for patterns.
Are people praising your friendly staff? Do they value the community
feel? Or is it the variety of classes that keeps them engaged?
These themes will highlight what sets your gym apart and that’s exactly what your marketing and member experience should focus on.
When your messaging reflects what members already value, it resonates more deeply with potential customers and keeps existing ones loyal.
Smarter growth starts with smarter questions
Running a gym means juggling a thousand things at once.
But understanding what matters most to your members is one of the most powerful ways to grow and it doesn’t have to be complicated.
With the right systems in place, gathering feedback becomes seamless, giving you the insight to shape a business that feels tailormade for the people who join it.
n Wayne Heath is the founder and CEO of ClubRight
Give us a call today on 0203 884 977 or book a free online demo with one of our product experts to find out why we’re trusted by more than 1,000 fitness businesses across the UK.
Operator reaches 100th UK club landmark
A GYM franchise is celebrating a landmark after opening its 100th location in the UK.
Snap Fitness Wisbech officially opened its doors to bring up the milestone as the brand continues to expand its footprint.
After opening its first UK site in Sittingbourne, Kent, in 2012, the operator has gone from strength-to-strength and has grown more than any other franchised gym operator by number of locations over the past three years.
Now with a total of 106 gyms across the UK and Ireland,
Snap Fitness is set for a flurry of openings over the next six months. This growth is being fuelled by a significant number of existing franchisees scaling their investment, as well a record-breaking year for new franchisees joining the brand.
“This is a great landmark for Snap Fitness in the UK which we’re all really proud of,” said CEO Kevin Yates. “So much hard work has gone into getting the brand to where it is today and we’re all really excited about the direction we’re heading in.
“We have a fantastic network
of franchisees and we’re striving to continue providing them with a product that stands out in the market. Investing in our member experience is a key priority for us and with more technology being integrated into our offering, as well as the upcoming launch of Reformer Pilates, the future is bright for us.”
Snap Fitness Wisbech is owned by a franchisee group including Kapil Arora and Rizwan Hussain, who are opening their second location in two years following the success of their first in Northwich, Cheshire in 2024.
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.
Innerva Connect to support active ageing and strengthen healthcare partnerships
INNERVA has launched the next evolution of its power assisted exercise solution, which supports active ageing through personalised insights, real-time progress tracking and the collection of valuable health data.
Co-designed with older adults and academic partners, including the Advanced Wellbeing Research Centre at Sheffield Hallam University, the new Innerva Connect not only enhances the activity experience for older adults and those living with chronic health conditions, it also provides the information needed to build partnerships with the health sector.
Jon Hymus, managing director of Innerva, said: “Operators are looking for ways to work more closely with healthcare professionals and Innerva Connect gives them the tools to do that.
“The insights offered by the new platform demonstrate the impact of their active wellbeing offer, providing meaningful data to support partnerships and bridge the gap between fitness, health and social care.”
Each machine in the Innerva circuit collects anonymised data on customer activity allowing operators to understand the types and prevalence of long-term health conditions of their customers, monitor system usage and track user engagement.
The secure cloud-based system
offers the ability to visualise trends, generate reports and make datadriven decisions through interactive dashboards.
In an industry where products are often designed for younger audiences, Innerva worked closely with its end users – whose average age is 67 – throughout the design and development process to create a digital solution tailored to the needs, abilities and preferences of older adults. Tried and tested by end users, pilot programmes have shown that older adults are keen to engage with the digital product, finding it intuitive, accessible and effective. Its ease of use significantly reduces barriers to adoption helping to encourage long-term engagement.
Innerva Connect gives end users real-time feedback on their sessions and performance to boost motivation and support users to achieve their personal exercise and rehabilitation goals.
The web application also allows customers to manage bookings and membership, and gives access to valuable resources such as information on active ageing and equipment usage guides.
Designed to be future-compatible to enable ongoing developments and software upgrades, Innerva Connect seamlessly integrates with other service and customer management platforms to support collaboration through open and adaptable architecture.
Advertiser’s announcement
Burnley Leisure and Culture is one of several operators to have supported the co-design of Innerva Connect with long-standing users at its St Peter’s Leisure Centre site.
Scott Bryce, chief operating officer at Burnley Leisure & Culture, added: “Innerva Connect has been a fantastic enhancement to the Innerva solution and our Active Hub. It’s enabled us to gather meaningful data on our users’ health conditions, while also offering deeper insight into our customer demographics and operational performance.
“Our members really appreciate the straightforward design of the application, and they value being able to track and understand their effort both during their sessions and afterwards. It’s become an essential part of how we monitor and support user progress.”
The new platform formed part of the UK Research and Innovation’s Healthy Ageing Project, which aimed to empower people to stay active, independent and socially connected for as long as possible.
As a Cyber Essentials Plus certified company, the highest level of accreditation under the UK Government’s Cyber Essentials scheme, Innerva and the new platform are committed to operational resilience, data protection, security and compliance. Innerva Connect also meets the highest GDPR standards, ensuring safeguards for user data and privacy.
Danbury Fitness boosts membership and footfall with CFM campaign
NEARLY two years ago, Carl Saville took over management of what was then known as Xtreme Fitness.
Today, after a full rebrand to Danbury Fitness, the club doesn’t just look fantastic, it’s thriving.
Membership numbers are up, revenue is stronger, and, most importantly to Carl, the weekly footfall has grown significantly, making the gym busier and more vibrant than ever.
Carl isn’t your typical club manager. At 39, he’s the strongest, fittest, and healthiest he’s ever been.
A CrossFit coach, lead coach for Maldon & Tiptree Football Club, Guinness World Records adjudicator, and avid CrossFitter himself, Carl lives and breathes the active lifestyle that Danbury Fitness promotes.
Why CFM?
Carl knew that while the rebrand had given the club great momentum, there was still room to push awareness and reach further
into the local community.
He said: “Why wouldn’t you want to continue that momentum?
While we were increasing our memberships, we wanted that extra help to enhance advertising and
brand awareness.”
The decision to work with Creative Fitness Marketing was straightforward.
Carl added: “There was no financial reason not to. Even if we only got enough members to cover the cost of the campaign, the huge brand awareness alone would be valuable for us.”
The result? A 15 per cent plus increase in monthly revenue and a clear spike in both new memberships and daily activity in the club.
Carl was quick to praise the process: “Unbelievable service from start to finish, we really couldn’t be happier with this decision. Easy to use and implement as they do everything. The whole team were
professional throughout, incredibly effective, and ultimately it’s about numbers, which the CFM team have managed to increase significantly in just five weeks. Highly recommend.”
The bigger picture
For Carl, the real win wasn’t just about the short-term bump in memberships. It was about solidifying Danbury Fitness’s presence in the community and keeping the buzz from the rebrand alive.
CFM’s approach delivered on both fronts, building awareness, drawing in curious locals, and turning them into loyal members.
Danbury Fitness is now positioned stronger than ever, with a growing community, a busier floor, and the confidence that comes from knowing how to blend in-house passion with external expertise.
If you need help taking your gym to the next level, get in touch with Jonny at CFM today on 0115 777 3333.
Carl Saville from Danbury Fitness (second from the left) with CFM’s Kate Landers, Dean Godfrey and Mike Hawes.
Ben Shephard joins forces with YOUR Personal Training to boost PT careers
YOUR Personal Training, the UK’s leading personal training brand, has announced a partnership with broadcaster and presenter Ben Shephard, offering its entire network of personal trainers free access to Ben’s new training course, Instructor 2 Icon.
Instructor 2 Icon taps into Ben’s 25 years of experience in broadcasting to address the ‘soft skills’ gap and help fitness professionals to level up their communication and presentation skills, equipping them with the expertise to take command of their sessions, ensure next level engagement and build their
business as a result.
The course covers everything from building rapport and creating authentic connections to developing a personal brand and mastering the art of selling.
Ben said: “I’ve been really impressed with Your Personal Training as an organisation.
“They are already working tirelessly to make PT a long-term career, with ongoing development and progression opportunities, and Instructor 2 Icon is the perfect addition, giving PTs the skills they need to be excellent communicators and develop the inter-personal skills that help them to excel in any environment.
“I hope the PTs enjoy the course and I look forward to hearing their feedback.”
The partnership underlines YOUR Personal Training’s commitment to setting the standard for personal trainer support and development.
By providing access to Instructor 2 Icon, YOUR Personal Training continues to invest in its workforce, empowering personal trainers with the confidence and tools they need to build rewarding, lifelong careers in
fitness.
James Lorey, co-owner and director at YOUR Personal Training, added: “Instructor 2 Icon is arguably the most relevant course available to PTs right now. Good communication skills can be the difference between a PT running an average business and a thriving one.
“As Ben himself says, good communication skills are good for
business.
“By partnering with Ben, we’re ensuring our PTs have access to the very best tools to succeed and grow, not just as trainers, but as professionals.”
Your Personal Training continues to invest heavily in its PTs, providing ongoing development opportunities that support longterm, rewarding careers in the fitness industry.
Ben Shephard
Virtual tours set to give residents greater confidence before visiting leisure centres
FOR THE first time, members of the public can take a tour of Cleethorpes Leisure Centre, Grimsby Leisure Centre and Grimsby Health & Wellbeing Centre from the comfort of their own home.
Users can browse the spaces from 360-degree angles, accessing the centre’s swimming pools, gyms, wellness hub and leisure facilities.
These interactive images aim to raise awareness to the valuable services available within our local community.
Commissioned by Lincs Inspire and filmed by virtual tour specialists TD360, the tours were made possible thanks to a grant from The National Lottery Reaching Communities Fund, and forms part of a wider programme that encourages participation by all ages and abilities.
Ben Frary, sport and health
improvement manager at Lincs Inspire, said: “It’s important that our customers feel as comfortable as possible when visiting our venues.
“We work with many vulnerable groups, including people with a range of health conditions and disabilities.
“Our aim is to make our services as inclusive and welcoming as possible.
“Thanks to the National Lottery Players, these tours will give all our customers greater confidence and assurance before their visit.”
By highlighting key features, such as disabled parking bays and changing places facilities, Lincs Inspire hope to encourage people to take their first steps towards a more active lifestyle.
Virtual tours of these venues can be accessed via desktop computer or smart device by visiting www. lincsinspire.com/virtual-tours
Fusion Lifestyle and Active Life partner with Zoggs to offer water confidence support
FUSION Lifestyle and Active Life have teamed up with swimwear and swim accessories brand Zoggs to provide an in-centre retail offer, giving people everything they might need to swim, when they need it.
Fusion, one of the top 10 public swimming operators in the UK, wants to encourage as many people as possible in its communities to get active and move more and swimming is a great way for both families and individuals to do this.
An on-site Zoggs retail experience provides swimmers with confidence-boosting gear, from quality swimwear and goggles to children’s learn-toswim products.
It also ensures no one misses out on their swim, even if they arrive without the right kit.
The range also offers tools and games to help build water
confidence, such as: Float Friends, Splashems, Zoggy Soakers, Dive Sticks and more.
With retail outlets at 26 of Fusion’s sites, the partnership launched in June and has exceeded its monthly targets for both June and July,
demonstrating a real need for this provision.
Anthony Cawley, CEO of Fusion Lifestyle and Active Life, said: “We are delighted with the success of our new partnership.
“The introduction of their retail offer at our centres is helping all
swimmers improve their skills and confidence by ensuring the right kit and accessories are available at the right time, just before they go swimming.”
Recent research from the Swim Teachers Association revealed that nearly all parents (99 per cent) feel that swimming is a vital life skill and this is reflected through sales of products that support water confidence, such as aided toys that encourage children to move through the water and goggles that encourage children to put their faces in the water.
These products have been particularly successful –accounting for more than 70 per cent of sales.
These figures suggest parents and carers are working hard to support their children’s swimming confidence both in and out of swimming lessons.
Joss Varley, fitness supervisor at Lincs Inspire, showcases the new virtual tours in the pool hall at Cleethorpes Leisure Centre.
