Plans are revealed for King Alfred Leisure Centre redevelopment Page 9 Move Altrincham opens with unique spa Page 4 Industry entrepreneur helps to launch new nationwide fitness competition
Pages 15
Awards to recognise sector’s best
A NEW awards scheme has been launched to celebrate the best individuals working in the fitness sector across the country.
The Fitness Professional Awards, starting for the first time, are now open for entries and aim to recognise those who consistently deliver top-level services across the UK.
Organised by Script Media, founders of the prestigious National Fitness Awards, and producers of Workout magazine, the awards scheme is open to all fitness instructors nationwide.
The categories are:
n Group Cycle Instructor of the Year
n Boxing Fitness Instructor of the Year
n Dance Fitness Instructor of the Year
n Hybrid Training Instructor of the Year
n Pilates Instructor of the Year
n Yoga Instructor of the Year
n Boutique Fitness Instructor of the Year
n Outdoor/ Bootcamp Instructor of the Year
n Circuit Training Instructor of the Year
n Mindbody Instructor of the Year
n Water-based Instructor of the Year
n Group Fitness Product of the Year
n Exercise Referral Instructor of the Year
n Older Adults Instructor of the Year
n Kids’ Fitness Instructor of the Year
n Group Fitness Presenter/Educator
of the Year
n Nutrition Coach of the Year
n Strength Training Instructor of the Year
Two final award will also be handed out on the night:
n Group Fitness Instructor of the Year
n Lifetime Achievement Award
Event director Dominic Musgrave said: “The Fitness Professional Awards will be a prestigious event that recognises and honours the best individuals working in the sector across the country.
“This high-profile event will bring 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 will be celebrated for their dedication and contributions to the fitness industry.”
The awards will be handed out at a glittering ceremony at the Athena in Leicester on Friday, May 15th.
You can enter the Fitness Professional Awards now at https://fpawards.co.uk/ enter/
The deadline for entries is Monday, February 16.
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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
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dm@scriptmediagroup. co.uk
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Publishers
Script Media
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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.
move Altrincham opens with unique spa
TRAFFORD Leisure’s new £20m wellbeing facility, move Altrincham, has opened complete with a unique new spa proposition, The Cove.
The 500sqm Cove spa is one of only a handful of public sector spa offerings in the UK. Operating in a community leisure setting, the spa is striving to democratise access to wellness for all local residents.
Facilities include four treatment rooms, offering ELEMIS facials and body treatments, as well as Mii manicures and pedicures at three manicure stations and two pedicure stations.
A large thermal area, supplied by Sauna360, includes a vitality pool, sensory and drench showers, an ice fountain and heated relaxation loungers.
There is also an aroma steam room with back heated ceramic tiles, a herbal infusion juniper sauna and a salt therapy sauna with natural Himalayan salt blocks.
Open seven-days-a-week for maximum accessibility, The Cove also offers beauty salon services and a dedicated treatment menu for teens.
Holistic offerings include reflexology, Reiki, Hopi ear candles and Indian head massage. Spa days and packages start from £55, with thermal access beginning at £30 and treatments starting from £40.
“This is the second Trafford Leisure site to open under the new move brand and we are proud to redefine what community wellness looks and feels like,” said Jo Cherrett, CEO of Trafford Leisure.
“This is about so much more than just a new leisure centre; it’s about bringing people together and supporting wellbeing for all ages.
“The spa sector can often feel exclusive and inaccessible.
“By offering accessible treatments and spa experiences, The Cove is helping us reimagine community leisure wellness, creating a space where physical activity and relaxation seamlessly come together for our local residents.”
As well as The Cove spa, the new move Altrincham leisure centre features two swimming pools, both equipped with accessible pool pods,
Advertiser’s announcement
a wellness assessment room, two flexible studio spaces, a live and virtual indoor cycle studio and café delivered by MOST Bakery.
The mix of facilities has been developed with support from Sport England.
move Altrincham forms part of Trafford Council’s Physical Activity Strategy, Trafford Moving, conceived to get the community moving more often and reduce wellbeing inequalities across the borough.
“The Cove is about injecting a dose of serenity into people’s lives,” added spa manager Bev Hinnigan.
“My philosophy is centred around the belief that true wellness starts with self-care; you wouldn’t let your phone battery go flat – so why let your own energy run low?
“Everyone deserves to have access to tailored wellness, curated just for their needs, and to leave the spa feeling refreshed, relaxed and mentally recharged; that’s what we’re aiming to offer everyone who walks through the doors.”
The new growth engine: How corporate wellness is transforming the country’s fitness industry
IN THE competitive world of UK fitness, gym owners are always looking for new ways to boost memberships and ensure long-term profitability.
While traditional marketing still has a place, a powerful, yet often overlooked, opportunity is taking centre stage: corporate wellness partnerships.
As our ‘THE CORPORATE WELLNESS REPORT FOR GYMS, STUDIOS & WELLNESS APPS ‘25 highlights, this isn’t just a niche service – it’s a crucial business strategy.
The massive market opportunity
The global wellness economy is a colossal $6.3trillion industry, with physical activity alone worth $1.06trillion.
Within this massive market, corporate wellness is booming, projected to grow from $70.4billion in 2024 to more than $106billion by 2029.
Companies are increasingly investing in employee health to improve productivity, reduce sick days and attract top talent.
For your gym, this trend offers a direct path to a huge new audience with a built in financial incentive to get active.
Proven results for UK gyms
The impact on UK gyms is impressive. Wellhub report shows that a staggering 94 per cent of UK gym owners report higher member retention from corporate wellness partnerships compared to regular members.
94 per cent of UK providers find these
partnerships highly effective for new member acquisition.
In fact, platforms like Wellhub report that 90 per cent of their members are entirely new customers for their partner gyms, people who likely wouldn’t have signed up otherwise.
Boosting your bottom line
These partnerships do more than just attract and keep members; they boost your profits. 89 per cent of UK gym owners say their profitability has increased thanks to these partnerships. How? By providing a predictable revenue stream, improving cash flow, and filling up those off-peak hours.
These committed members tend to stay longer and spend more over time, significantly increasing their lifetime value.
It’s no surprise that 100 per cent of UK providers surveyed see corporate wellness as a vital part of their growth strategy. This confidence is fuelling
ambitious plans to open new locations and invest in new equipment.
Simple integration, major benefits
Gym owners might be worried about complex integrations, but that’s a misconception. Corporate wellness platforms are designed to connect them with new members for the services they already offer, without forcing them to change their programs or schedules.
The platforms handle all the heavy lifting, employer communication, billing, and technical integration, acting as an outsourced sales team for the gym. In fact, a full 68 per cent of providers found the integration process “easy” or “extremely easy.”
This isn’t just a theory; it’s a proven model embraced by more than 3,000 UK providers, including major names like Everlast Gyms, BETTER and Nuffield Health. They are all using corporate wellness to build sustainable growth, strengthen their communities, and future-proof their business. The time to get on board is now.
CTA
Are you ready to transform your gym’s growth trajectory? Don’t miss out on this strategic imperative.
https://wellhub.com/en-uk/lp/corporate-wellnessreport-2025/?utm_medium=referral&utm_campaign=eugb_gym_corporate-wellness-report_______0825&utm_ content=workout-editorial-printed&utm_term=mktpartners-Workout
Advertiser’s announcement
The psychology of selling gym memberships: How to win members by understanding their minds
By Dean Godfrey
SELLING gym memberships isn’t just about touting the latest equipment, classes, or pricing.
At its core, it’s about understanding why people want to join a gym, their motivations, fears, and emotional triggers.
Whether you’re a personal trainer, gym manager, or membership consultant, learning the psychology of selling can transform your approach and dramatically increase your close rate.
Here’s how the psychology of selling applies specifically to gym memberships and how you can use it to guide prospects from “just looking” to “sign me up.”
People buy emotionally, not logically Most people don’t buy a gym membership because it makes financial sense or because they researched the equipment. They join because they want to feel something like confidence, attractiveness, energy, or even just a sense of control.
These emotional goals often come from pain points: feeling overweight, tired, insecure, or unhealthy. Your job isn’t to sell the gym, it’s to sell the feeling of what life looks like after joining.
Instead of saying, “We have 40 classes per week,” say, “Imagine walking out of here in three months feeling stronger, more energised, and proud of what you’ve accomplished. That’s what we’re here to help with.”
Focus on their “why” – not your features.
Ask questions like: n “What motivated you to come in today?”
n “What’s your biggest goal right now?”
n “How do you want to feel in your body?”
Build trust through authenticity
People don’t buy gym memberships; they buy into people and experiences they trust.
If someone is out of shape, selfconscious, or hasn’t worked out in years, they’re not just comparing gyms – they’re battling internal doubts.
You need to show them your gym is a safe, supportive environment. People buy from those they like and trust. If they feel judged or rushed, they’ll walk out.
So what should you do instead? Try greeting them warmly, without pressure. Share success stories of members like them, and most importantly, be real.
If they say, “I’m out of shape,” don’t brush it off. Say something like, “That’s actually where most people start – the important thing is that you’re here.”
Reciprocity: Give first, sell second One of the most effective tools in gym sales is offering value up front. Free trials, guest passes, personalised tours, or fitness assessments aren’t just marketing tactics, they tap into the psychological principle of reciprocity.
When you give first, people naturally feel more inclined to give something back, often in the form of a membership commitment. You could offer a free personal training session with every tour, provide a customised seven-day workout plan, and give honest advice without pushing the sale.
You’ll be surprised how many people come back simply because you were helpful without strings attached.
Scarcity and urgency: The nudge they need Many prospects are genuinely interested but procrastinate: “I’ll think about it,” “Maybe next month,” etc. This is where scarcity and urgency can ethically push them to act.
Examples that work well: n “This promo ends Friday.”
n “We only have 10 spots left for our small group training programme.”
n “Sign up today and get your first month free - this ends tonight.”
Social proof: Show them they belong Joining a gym can be intimidating.
People wonder, “Will I fit in? Will I look out of place?” Use social proof to ease that anxiety. Show prospects that people like them are already succeeding in your gym.
You can do this by showing before-and-after stories of current members, displaying testimonials
or video clips of real people (not models), or mentioning stats like, “Most of our members started out feeling the same way you do, now they’re coming three or four times a week.”
When people see others like them succeeding, they’re far more likely to believe they can do it too.
Simplify the decision
The brain hates too many options. If your membership tiers, class schedules, or contract terms are too complex, you’ll overwhelm the prospect and they’ll walk.
Try to just offer two or three clear options.
Then guide them: “Based on what you’ve told me, this option would be the best fit.”
Finally, give them a path: “Here’s what your first week would look like…”
Keep it simple. People aren’t buying a membership, they’re buying clarity, confidence, and a vision of themselves getting better.
Final thoughts: Sell the transformation, not the gym
The psychology of selling gym memberships is about meeting people where they are mentally and emotionally, not just physically.
When you:
n Tap into their emotions
n Build trust
n Offer value
n Use urgency wisely
n Show real success stories
n And make the process simple
…you’re not just closing sales, you’re changing lives.
n Dean Godfrey is the chief operating officer of Creative Fitness Marketing.
Sport for Confidence shares company blueprint
SPORT for Confidence, a community health service, has launched its new blueprint, a powerful articulation of the organisation’s vision, values and guiding principles.
Rooted in the belief that everyone has the right to access and benefit from sport and physical activity, the blueprint reiterates Sport for Confidence’s mission to reach those who face the greatest barriers.
It champions inclusion, meaningful participation and a deep sense of belonging, recognising the vital role physical activity can play in empowering individuals, supporting informed choice and building healthier communities.
Jake Turner, co-CEO of Sport for Confidence, said: “Since our launch in 2015, the organisation has grown significantly in both reach and scope.
“Our services have evolved, but our commitment to our original values
has never wavered.
“This blueprint captures what we stand for, not just as an organisation, but as a movement. It also serves
as a guide for future partnerships with others who share our belief in a fairer, more inclusive approach to health and wellbeing.”
Sport for Confidence brings together occupational therapists, the physical activity sector and those with lived experience to co-create programmes that enhance lives. By bringing together these three perspectives, the organisation is uniquely placed to break down participation barriers, reduce inequalities, and make physical activity truly relevant and rewarding for all.
At the heart of Sport for Confidence’s work is a commitment to people, place and purpose. The blueprint reflects the organisation’s focus on creating environments that enable participation – particularly for those furthest away from sport and physical activity, and on the therapeutic potential of physical activity to support health, prevent illness and strengthen community connections.
Dean Godfrey
6-week campaign ✅ Avg. 225+ new members ✅ We cover all upfront costs YOU FOCUS ON YOUR MEMBERS.
This Girl Can returns to redefine what women getting active looks like
SPORT England’s This Girl Can has returned with a new campaign, We Like the Way You Move, redefining what women getting active looks like and championing women from underrepresented groups.
Thirteen street-cast women from across England take centre stage in the TV advert, shown moving in ways that reflect their real lives –from family bike rides, dancing in the kitchen and pregnancy yoga, to wheelchair rugby, boxing and walking football.
Soundtracked by a reimagined version of the BodyRockers’ iconic track I Like the Way, the campaign comes as a new study reveals how far the world of sport and physical activity still has to go in representing all women.
Using AI-powered analysis of over 4,000 publicly available photos from sports clubs, community centres, parks, gyms, swimming pools and other leisure facilities across England, sourced via Google Maps, the study found that Black women, South Asian women, women with disabilities, older women and pregnant women are almost entirely
erased from the picture of sport and physical activity presented online. Findings from the analysis showed: n Despite women making up half the population, they remain underrepresented. Only 39% of the people pictured were women.
n Women of colour were virtually invisible. Out of 8,559 women pictured, only 117 were Black or South Asian (56 Black women and 61 South Asian women) – less than 1.5 per cent combined, despite Black and South Asian women making up 6.6 per cent of the population (2021 Census data). Almost half of these images were confined to Londonbased facilities, with entire regions showing next to no representation of women of colour.
n Women with visible disabilities were almost entirely missing. While over five million women in England are recognised as disabled under the Equality Act, only 14 visibly disabled women appeared nationwide –just 0.16 per cent. Some regions, including London, failed to show a single visibly disabled woman.
n Pregnancy was practically erased. Across all images, only five visibly
pregnant women were pictured – just 0.06 per cent of what was shown. Yet in reality, about two per cent of women in England gave birth in 2024 (ONS 2025), making their real-world presence up to 30 times higher than what was shown.
n Older women were overlooked. Just seven per cent of the women pictured appeared over 55 – and of those, the sport they were most frequently seen playing is lawn bowls, suggesting a narrow view of later-life physical activity.
n Even family life was cropped out of the picture. Only four per cent of images showed women being active with their families, even in settings like swimming pools. Childcare facilities were almost non-existent, visible in just 0.3 per cent of images.
Kate Dale, director of marketing at This Girl Can and Sport England, said: “A picture is worth a thousand words and our findings are clear: some women remain underrepresented in the physical activity spaces that should welcome them. And if you don’t see yourself pictured, it’s hard to believe you belong there. When women are left
out, they miss out on the physical, mental and social benefits of being active, which deepens health inequalities across the country.
“The sport and physical activity sector has made some great progress on inclusion, but our research shows there is more work to do to reach all women.
“From offering women-only sessions to creating more lowimpact classes to supporting with childcare on site, we want more physical activity providers to make real changes on the ground so that women have genuine choice in how they get moving.”
The new phase of This Girl Can is rooted in research which found only one in 10 women from lowerincome backgrounds feel they completely belong in the world of sport and physical activity.
For women on lower incomes from underrepresented groups –Black women, South Asian Muslim women, pregnant women, mothers with children under one-year-old and 55-74-year-old-women – the feelings of exclusion are even greater.
Report reveals challenges facing UK gym operators
XPLOR Gym has published a new research report uncovering the dayto-day challenges faced by privately owned gym operators across the UK. The UK Gym Operator Insights Report shines a light on the pressures fitness businesses face in an increasingly fast-paced, digitalfirst world. Rising costs, limited time, and intense competition are leaving many operators feeling isolated –even though others are tackling the same hurdles.
Believing that knowledge is power, and when shared, it becomes unstoppable, Xplor Gym
launched this research project to help gym operators benchmark their businesses and gain a fresh perspective.
The research highlights dozens of insights across finances, technology, competition, sales and marketing, and the member lifecycle. But three challenges stood out as the most pressing for operators:
1. Rising costs – 90 per cent of gym operators said operating costs have increased year-on-year. Payroll and staff wages top the list, closely followed by business rates/tax bills and cleaning supplies.
2. Time scarcity – Operators are stretched thin, with many struggling to manage lead follow-up and member communications. For example, 38 per cent of those selling memberships in person/by phone lack the resources to chase leads, while 25 per cent of those not using email say they simply don’t have time to write them.
3. Fierce competition – Threequarters of operators face local competition, and more than half have seen new gyms open nearby recently, leaving them competing for the same members.
While some of these findings may come as no surprise, the report also reveals practical ways operators can overcome challenges and strengthen their business.
Packed with insights from UK gym operators and advice from industry experts, the UK Gym Operator Insights Report is free to download and designed to help fitness business owners navigate today’s market with greater confidence.
Download the full report at https://xplorgym.co.uk/educationresources/uk-gym-operator-insightsreport-2025
Plans are revealed for King Alfred Leisure Centre redevelopment
BRIGHTON and Hove City Council has unveiled ambitious plans for a new sports and leisure facility to replace the ageing King Alfred Leisure Centre, with Alliance Leisure appointed as the council’s chosen development partner.
The £65million scheme, to be delivered through the UK Leisure Framework, which is owned by Denbighshire Leisure Ltd, will create a modern, sustainable and accessible leisure destination on the city’s seafront.
Designed to make the most of its coastal setting, the new centre will offer sea views from the pools, fitness suite and café, while a revitalised public realm will integrate the building into the wider community.
Following extensive public consultation, the plans respond directly to residents’ needs and aspirations with a significantly expanded fitness suite, family leisure water, dedicated entertainment zone and enhanced accessibility throughout.
The development aims to serve as a vibrant hub for sport, leisure, wellbeing and social activity for decades to come.
Working closely with Alliance Leisure, the council has now confirmed Willmott Dixon as preferred contractor, joining an experienced design and consultancy team led by GT3 Architects. Together, this collaborative partnership will take the project through the next stages of design development and pre-construction.
“The appointment of Willmott Dixon marks a significant step forward, and we are excited to work with our partners to deliver a modern, sustainable centre that will meet the needs of the community for generations to come,” said Tom
The council is proposing a capital investment of up to £65million, to be funded through a mix of government grants, council borrowing and residential development on part of the site.
The new centre is expected to generate strong revenue streams to ensure long-term operational sustainability.
The proposals will be considered by the council’s Place Overview and Scrutiny Committee and Cabinet in the near future.
Subject to approval, the project
Advertiser’s announcement
will move into the planning stage, with a planning application expected by the end of the year.
Construction is not anticipated to begin before early 2026, with completion targeted for spring 2028.
In the meantime, the existing King Alfred Leisure Centre will remain open for as long as possible.
Richard Poulter, managing director for construction South at Willmott Dixon, added: “We are excited to be appointed as the preferred contractor for this transformational project. Having recently delivered the successful transformation of Brighton Metropolitan College, we understand the importance of creating facilities that truly serve this vibrant coastal community.
“We’re particularly excited to integrate cutting-edge sustainable technologies and accessibility innovations that will set new standards for coastal leisure facilities.
“Working alongside Brighton and Hove City Council and Alliance Leisure, we’re committed to delivering not just a building, but a community hub that will serve residents and visitors for generations to come.”
New Matrix Fitness European hub opens in Reading
JOHNSON Health Tech, owner of Matrix Fitness, the world’s fastest-growing commercial fitness brand, is delighted to announce the successful launch of its new European Training Centre and Showroom at Imperium in Reading, Berkshire, which officially opened its doors recently.
The launch event welcomed more than 60 VIP guests from across the industry to explore Matrix’s award-winning cardio, strength and functional training equipment in an immersive,
hands-on environment.
Commercial customers, education partners and public sector organisations had the unique opportunity to see Matrix’s latest innovations up close, speak with product specialists and discover tailored solutions for their facilities.
Beyond showcasing JHT’s commercial brands, the location will also serve as a key education hub.
It will be central in hosting service and repair training for JHT teams across the UK and Europe.
In addition, its range of training rooms will be used by JHT’s strategic partners to deliver training across a range of topics across the sector including retention and mental health as well as best practice seminars.
Matthew Pengelly, managing director of Johnson Health Tech UK, said: “The launch of our Reading hub marks an important milestone in JHT’s growth strategy.
“We’re committed to delivering exceptional service and support to our clients and partners, wherever they are.
“This site makes it easier than ever for customers to see, test and specify Matrix solutions that will transform their facilities.”
Visitors were guided by the
sales team through a walkthrough of Johnson Health Tech’s rich heritage, highlighting some of the company’s earliest innovations and its evolution to the present day.
They then enjoyed live demonstrations of the brand’s most popular product lines, showcasing how Matrix solutions can support facilities of every type and size.
Equipment on display included the new ONYX Collection, a premium cardio range, the Magnum Plate-Loaded Strength series, connected console options, Sprint 8 programming and a range of functional training equipment including the Connexus range which includes the Edge, Hub and Functional
Trainer options.
In addition to Matrix’s own portfolio, the showroom also features EGYM’s connected strength solution, specialist flooring supplied by Physical Company and advanced lighting design from LED Snaps, demonstrating a collaborative approach to creating world-class training environments.
This strategic expansion complements Matrix Fitness UK’s head office in Stoke-on-Trent, ensuring customers across the country have convenient access to both the full Matrix portfolio and expert consultation.
For more information about the new Reading site visit https:// uk.matrixfitness.com/eng or contact your Matrix representative.
Fairey, development director at Alliance Leisure.
NFA 2025 - SHORTLIST
Newcomer of the Year
Anatomy Gyms Exeter
Fire Strength and Fitness, Little Hadham
NRG GYM, Newcastle
The Ivy Gym, Loughborough
T2FIT Purley
180 Fitness Hub, Portland
Gym Team of the Year
Aspire Wellness Community, Crick
Burnley Leisure and Culture Group
Energym Fitness, Melksham
Horwich Leisure Centre
Stribe, Crawley
Regional Gym of the Year Scotland and Ireland
Bangor Aurora Aquatic and Leisure Complex
Bravehearts Boxing Gym, Hamilton
Forge Female Fitness, Ballymoney
Future Fitness Glasgow
HUSH Private Gym, Aberdeen
Regional Gym of the Year North
Graft Haus, Leeds
Improved U Fitness, Skelmanthorpe
Laings Boxing Limited, Ponteland
MyGym Hazel Grove
6FITGYMS, Bradford
The Legion Strength and Fitness, Durham
Regional Gym of the Year Midlands and Wales
Elements Fitness & Wellbeing, Sta ord
Elevate Fitness, Bidford-on-Avon
Empowerment Training Centre, Northampton
Fervid Fitness Flint
Mountain High Fitness, Countesthorpe
Rockets Health and Fitness Club, Coleford
Regional Gym of the Year South
Anatomy Gyms Tonbridge
Hustle Training Club, Crawley
Saxon Pool and Leisure Centre, Biggleswade
Stribe, Crawley
T2FIT Coulsdon
Waterside Farm Leisure Centre, Canvey Island
Customer Service Award
Anytime Fitness Welwyn Garden City
B t Lincs Gym, Caistor Healthworks Newcastle
Rookery Hall Hotel & Spa, Nantwich
Snap Fitness Isle of Wight
U Fit Studio, Leicester
Best Hotel and Spa Facility
Grain Store at Calcot, Tetbury
Hoar Cross Hall Hotel and Spa, Burton-on-Trent
Leaf Spa at Tortworth Court Hotel
Rookery Hall Hotel & Spa, Nantwich
Boutique Facility of the Year
CPASE Health Club, Knutsford
CYC:D, Haslemere
Leeds Personal Training
Mountain High Fitness, Countesthorpe
Project 23 Coaching, Leamington Spa
The Training Room, Brora
Ladies Only Gym of the Year
AbFabFit Club, Bishops Stortford
EK Fitness, Cheadle
Empow.HER Studio, Sleaford
Fitter Body Ladies, Daventry
Forge Female Fitness, Ballymoney
KCM Fitness, Port Talbot
Listers Health, Bradford
Strength Training Gym of the Year
Apollo Gym, Coventry
Bodyblitz Gym, Newcastle
Elevate Fitness, Bidford-on-Avon
Iron Island, Bury St Edmunds
Red Beard Barbell Club, Holyport
The Barbell Division, Southampton
Titans Gym, High Wycombe
Functional Training Gym of the Year
Anatomy Gyms Tonbridge
Ferguson Fitness HQ, Hexham
Hustle Training Club, Crawley
JWPT Nottingham
P1 Fitness Studio, Manchester
The Functional Fitness Studio, Princes Risborough
Group Exercise Gym of the Year
Axe & Hammer Fitness, Saint Helens
B t Lincs Gym, Caistor
FEELZ FIT, Studley
Fit Club Northwood
Harrogate Leisure and Wellness Centre
Hemel Hempstead Leisure Centre
Member Achievement Award
Darren Gardner, JWPT Nottingham
Michael Shaw, HUSH Private Gym, Aberdeen
Sue Bennett, Fuse, Sta ord
Community Involvement
Bangor Aurora Aquatic and Leisure Complex
Bollington Health & Leisure, Maccles eld
EK Fitness, Cheadle
Holyhead and Anglesey Weightlifting and Fitness Centre
Snap Fitness Isle of Wight
Whitwick & Coalville Leisure Centre
Your Space To Feel Good, Barnsley
Education Facility of the Year
Durham University
Fitness Rush Community CIC, Old Hurst
Forces Fitness Ltd, Bridgend
OriGym, Liverpool
The University of Edinburgh Pleasance Gym
Health Club of the Year
Castle Country Club, Shrewsbury
CPASE Health Club, Knutsford
Exeter Golf and Country Club
The Thames Club, Staines-upon-Thames
Westminster Lodge Leisure Centre, St Albans
Personal Trainer of the Year
Barnaby Gali e, Project 23 Coaching
Hilary Spearing, The Functional Fitness Studio
James Tiley, Everyone Active – Westminster Lodge
Jay Claire, Brooklands Health Club
Melanie Bell, The Training Room
Pat Cline, Aqua Vale Swimming and Fitness Centre
Local Authority/Leisure Trust Gym of the Year
Activ8 Health and Fitness, Stockton on Tees
Batchwood Golf & Sports Centre, St Albans
BCP Leisure
Burnley Leisure and Culture Group
Maccles eld Leisure Centre
Waterside Farm Leisure Centre, Canvey Island
Outdoor Facility of the Year
Bravehearts Boxing Gym, Hamilton
Fitness Rush Mobile Ltd, Old Hurst
Best Membership Campaign
OriGym, Liverpool
Your Space To Feel Good, Barnsley
Outstanding Achievement Award
Catherine McFadzean, Fitness Rush Community CIC, Old Hurst
Liam Rushmer, Fitness Rush Community CIC, Old Hurst
Sarah Redshaw-Laing operating as Sarah R Fitness, Solihull
Simon Baverstock, Plyo t Elite Fitness, Telford
Tia Ainsworth, Transform with Tia, Colwyn Bay
The retention reset: How to keep members engaged after summer
By Wayne Heath
SUMMER can be a tricky season for gyms.
Holidays, family commitments, and shifts in daily routines often mean that members lose momentum with their training.
By September, many are ready to get back on track but without the right support, some risk slipping away instead of re-engaging.
This is where a retention reset comes in – a focused strategy to help members rebuild routines, reignite motivation, and reconnect with your community.
The secret is combining clear, empathetic communication with smart automation and well-timed marketing messages reminding members why they joined in the first place.
Start with empathetic communication
Members don’t need guilt trips they need encouragement.
Use your usual channels, whether email, SMS, or push notifications, to gently guide them back.
A simple, personalised message like: “We’ve missed you, [name]! Here are some classes to help you get back into your routine.” …can be far more effective than generic messaging.
Promote low-barrier ways to re-engage, such as shorter classes, beginner-friendly
sessions, or flexible options.
Frame your messaging around the benefits members actually care about after a busy summer energy, focus, and wellbeing.
Leverage automation to keep members engaged
A retention strategy shouldn’t create extra admin.
Modern gym management software can automate timely, relevant communications, ensuring no member slips through the cracks.
Examples include:
n Lapsed member workflows: Trigger supportive messages for anyone who hasn’t checked in for more than two weeks.
n Class booking reminders: Nudge those members who previously booked regularly but
haven’t recently.
n Milestone celebrations: Celebrate first visits back after a break to reinforce positive habits.
Automation keeps your communication consistent, personalised and effortless so your team can focus on delivering a great experience rather than chasing members manually.
Refresh your marketing strategy for autumn
Think of September as a “miniJanuary.” With routines settling down after holidays, members are primed for change.
It’s the perfect time to launch an autumn reset campaign that focuses on rebuilding consistency, rather than chasing quick results.
Group classes, challenges, and social events foster community and accountability, helping members stick to their goals.
Highlight convenience too your app, class booking features, and flexible memberships make it easy for members to fit fitness into their lives.
Use engagement tools to make members feel connected Retention is not just about reminders it’s about creating an experience that keeps members coming back.
Tools built into gym management software, such as points systems, pick-a-
spot bookings, and push notifications celebrating streaks, create a sense of progress and personalisation.
Even small touches can have a big impact. Members who feel recognised, motivated, and supported are more likely to re-establish their routine after a summer break and stick around long-term.
Turn September into a retention opportunity
A quieter post-summer period doesn’t have to be a struggle. With empathetic communication, automated support, and refreshed campaigns, gyms can turn potential losses into growth opportunities.
The retention reset isn’t just about filling classes it’s about helping members rediscover their rhythm, feel supported, and stay connected to your gym community.
At ClubRight we help independent gyms automate operations, engage members, and streamline retention strategies so you can focus on creating an exceptional fitness experience.
n Wayne Heath is the founder and CEO of ClubRight.
Book a free demo at clubright.co.uk or call 0203 884 977 to see why more than 1,000 UK gyms trust ClubRight to keep members coming back.
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.
Active Blackpool set to invest to build on success of its exercise referral pathway
ACTIVE Blackpool is investing in more power-assisted exercise to support its reengineered exercise referral pathway.
In just 18 months, the organisation has eliminated its waiting list via investment in both capacity and capability, all without external funding.
Active Blackpool’s Active Wellbeing Suites at Moor Park and Palatine Leisure Centres are the launchpad for the 16-week referral journey. Equipped with Innerva’s power-assisted exercise circuit, they provide a safe, secure and welcoming space for older adults, people with chronic health conditions and those who may be exercising for the first time.
The average age of exercise referral participants is 56, which in Blackpool, is already beyond the average person’s healthy life years. Seventy per cent of Active Wellbeing users live with an average of 2.3 long-term health conditions, while 30 per cent have one health condition.
Designed for older adults and those with health needs, the Innerva circuit guides and supports movement so even the frailest, most deconditioned individuals and those with limited mobility due to conditions like arthritis, Parkinson’s and MS can take part.
Working at their own pace with the equipment’s support reducing over time, users can progress safely
while building confidence. Users exercise with others which reduces anxiety and creates a sense of community.
“The Innerva circuit is vital to the start of our exercise referral journey because it’s one of the safest forms of exercise someone can do,” said Neil Pimlott, Active Lives development officer at Active Blackpool.
“The Wellness Suites are also the best places for social connection, which is particularly important for our exercise referral participants,”
The goal is to gradually encourage people to progress to additional activities such as Good Boost and Egym.
With Innerva’s new secure cloud-
based system, Innerva Connect, staff can use data on user’s performance to assess when they’re ready to graduate to further activity.
It’s part of a wider move to bring everything under one banner aligned with healthy living.
Active Blackpool restructured its operations 18 months ago, merging exercise referral and activity wellbeing teams to break down silos, increasing staffing levels, upskilling team members and developing seven new exercise pathways.
Chris Rushton, head of Active Blackpool, added: “There’s nothing clever about driving people through a 16-week scheme, but by creating person-centred pathways, we can
Advertiser’s announcement
ensure every participant receives the support they need to improve their health and wellbeing.
“If we get the signposting right, people stay with us and we keep them in the system.”
Exercise referral is now part of a sustainable operation that balances commercial return with social value.
The complete overhaul of membership pricing architecture with particular regard to corporates has driven revenue, allowing Active Blackpool to deliver its communityfocussed programmes.
The approach is paying dividends. Overall membership, which incorporates the Active Wellbeing Suites, has almost doubled to circa 7,000 in 18 months and exercise referrals have grown to 190 per month.
Chris said: “We’ve set ourselves up to ensure we have no waiting list and enough capacity to meet the latest demand in Blackpool.
“As much as we see a clear financial return, we are here to drive social value. The growth in membership and all the people we’re getting through the door is delivering a social return to the council and the ‘whole system’, of which, like the NHS, it is a part.
Innerva plays a prominent role in this journey.”
Active Blackpool is now investing in new Innerva equipment at the Active Wellbeing Suite at Palatine Leisure Centre.
From the stage to the sales floor: Robert brings his IFBB Pro experience to CFM
WHEN it comes to understanding the fitness industry, there aren’t many people with a perspective as unique as Robert Waterhouse.
Not only has he worked with Creative Fitness Marketing for over a decade, but he’s also an IFBB Pro Classic Physique competitor, bringing elite-level experience to his role as a fitness consultant.
Robert first joined CFM in 2011, and since then has been involved in more than 85 promotional campaigns, helping gyms across the UK grow their memberships and strengthen their businesses.
Over that time, he’s played a part in selling more than 17,000 memberships, giving him a deep understanding of what really drives growth in health clubs.
The past year has taken Robert abroad, where he spent time in Dubai working as an online coach while preparing for the prestigious IFBB Dubai Pro in Classic Physique.
Alongside his own contest prep, Robert has been busy supporting
clients with tailored competition prep, nutrition coaching, and lifestyle training.
His approach focuses not just on results in the gym, but also on helping people build positive daily habits that last long after the training plan ends.
Now back in the UK permanently,
Robert has big plans for the next chapter.
He said: “Over the next 12 months, I’ll be moving to the Midlands to be closer to my favourite gyms in the UK, and I’ll also be preparing for the 2026 contest season.
“Being based here again also means I can continue working
with CFM, supporting gyms as a consultant, which I’ve really enjoyed for more than 10 years.”
For Robert, the appeal of working with CFM lies in the impact it creates.
“I like being part of a company that genuinely helps clubs grow,” he added.
“It’s rewarding to see gyms thrive and to know you’ve been a part of making that happen.”
With both professional bodybuilding experience and a proven track record in fitness sales and marketing, Robert brings a rare blend of expertise that benefits every club he works with.
His story is a reminder that at CFM, the team isn’t just made up of marketers, it’s made up of people who live and breathe fitness.
Creative Fitness Marketing has been supporting gyms and health clubs for more than 35 years, working with more than 1,200 facilities across the UK and Ireland.
To find out how CFM can help your gym grow, call 0115 777 3333.
Industry entrepreneur helps to launch new nationwide fitness competition
WORKOUT magazine has teamed up with fitness industry expert Katie Bulmer-Cooke to launch a new nationwide fitness competition, the National Fitness Challenge, designed for gyms and participants of all fitness levels and ages.
The event challenges competitors to complete eight simple gym-based strength and cardio exercises as quickly as possible, with the chance to win prizes both for themselves and equipment for the gyms.
Event organiser Dominic Musgrave said: “We’re delighted to be launching The National Fitness Challenge – a donefor-you, ready-to-run challenge designed specifically for independent gyms.
“You’re spinning all the plates— sales, retention, programming, coaching, staffing, marketing, CPD—and doing it all with passion, grit, and a genuine desire to be the best in your local area.
“We know it’s tough. And we want to help. With hybrid fitness more popular than ever, many events can feel exclusive— especially if running isn’t your thing.
“This challenge levels the playing field, offering a structured, high-energy experience that’s accessible, motivating, and can be delivered right inside your facility – no travel, no hefty costs, just real community impact.”
What do you need to take part 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:
n Rowing machine (minimum two units)
n 5kg dumbbells (minimum four units)
n 10kg dumbbells (minimum four units)
n 10kg kettlebells (minimum four units)
n 20kg kettlebells (minimum four units)
n Cones
What’s in it for your gym?
n Grow community – create buzz and connection among members.
n Win prizes – your gym could win amazing facility-focused prizes.
n Drive revenue – offer a prechallenge training programme and run an event day(s) for the challenge.
n Increase engagement – give members a clear goal to work towards.
n Boost retention – add value beyond regular sessions.
What you get:
n A fully outlined challenge workout with movement standards.
n Event day checklist and promotional assets – if you’d like to make a real splash with it.
n Access to leaderboard submission.
n Finisher patches for all members who complete the challenge.
n The chance to win prizes focussed on improving your gym.
Katie will run an exclusive online workshop in January to offer gyms that sign up the Challenge advice on how they can promote it to their members.
There will then be a two-week promotion period followed by four weeks of training towards the Challenge, which will then take place between Saturday, March 14 and Sunday March 29. The winning gyms and individuals will then be invited to receive their prizes at the inaugural Fitness Professional Awards taking place at the Athena in Leicester on Friday, May 15. The first 10 gyms to sign up to the Challenge will get it at a reduced price of £249 plus VAT. From then on the cost will be £299 plus VAT.
For more information or to sign up visit nationalfitnesschallenge.com
Katie Bulmer-Cooke
NRG Gyms grows with Pump Gyms acquisition
NRG Gyms Limited has announced the acquisition of Pump Gyms, marking a significant step in its growth journey and positioning the business as one of the UK’s leading high-value, low-price fitness brands.
The transaction, completed expands NRG’s portfolio from seven to 12 sites, with a 13th due to open in Glasgow later this year.
The acquisition of Pump Gyms almost doubles the company’s membership base and creates a stronger platform for further growth, building on a period of record performance and significant investment in the senior management team.
Founded and launched in 2013 by founder CEO and chair Shafiq Ahmed, who opened the first NRG GYM in Gravesend, the business has grown from a single site into one of the UK’s leading HVLP brands.
From the early days of building
a community-focused gym in Kent to leading a nationwide network, Shafiq has guided NRG with a clear vision: to create inclusive, best-inclass gyms that focus on community, aspiration and performance.
His leadership has seen the company remain true to its core values, whilst consistently evolving to meet the needs of its growing
membership.
Shafiq said: “I am delighted to confirm that NRG Gyms has completed the acquisition of Pump Gyms. This deal immediately expands our estate and strengthens our footprint across the UK.
“As we integrate Pump Gyms into the NRG family, I’m excited to deliver on our investment plans and bring our vision of best-inclass, inclusive gyms to even more communities — focused on our values of community, aspiration and performance, and ensuring the best possible experience for every member of our tribe.”
He added: “Since opening our very first gym in Gravesend back in 2012, I couldn’t be prouder of what we’ve achieved. Building a gym brand is never straightforward, but through resilience, principled decisions and the support of a brilliant team, we’ve grown into one of the UK’s leading
HVLP operators.
“This acquisition is another milestone in that journey, and I’m incredibly excited about what the future holds for our members, our people and the NRG brand.
“This is a strategically important acquisition for NRG. Pump Gyms’ proposition is highly complementary to our own, and the transaction not only adds immediate scale but also strengthens our overall financial position.
“The integration of these sites will allow us to unlock operational synergies, deliver strong returns from targeted capex projects, and accelerate investment in our digital and technology innovation roadmap. With enhanced cash flows and increased debt capacity, we are positioned to continue our organic rollout and pursue further consolidation opportunities in the market.”
Hundreds flock to the new XF Liverpool
LIVERPOOL’S fitness scene received a major boost as XF Liverpool officially opened its new 30,000 sq. ft fitness and wellbeing centre at St Johns, Liverpool.
Within hours hundreds of new members had streamed through the doors of the £5million facility to be greeted by the XF team and the state-of-the-art facilities.
The XF experience includes a smoothie bar and a resident DJ providing a high-energy soundtrack—something that will become a weekly feature at the gym and sets the tone for an exciting approach to fitness and wellbeing.
Laurence Benson, CEO at XF, said: “The opening was everything we hoped it would be —hundreds of new members, an incredible buzz, and Liverpool’s famous energy filling our gym.
“XF is all about community, and we are proud to open our doors right here in the heart of the city.
“We can’t wait to help our members achieve their goals and to grow in this amazing city.”
Members joining XF Liverpool can look forward to:
n A huge open-plan workout zone with the latest equipment.
n Bespoke Hyrox space and strength zone.
n A wide variety of group classes with space for spin, yoga, Pilates, boxing and dance.
n Luxury spa space including saunas, showers, sunbeds and vanity areas.
The opening marks the latest stage in the evolution of St Johns Shopping Centre into a communityfocused destination for retail, leisure and lifestyle.
Elevate returns to celebrate 10th anniversary
FOLLOWING its record-breaking 2025 show, Elevate, the UK’s largest trade show dedicated to physical activity, fitness, health and performance, will be celebrating its 10th anniversary as it returns to the Excel, London on June 17 and 18.
This milestone free-to-attend event promises to be the most impressive yet, bringing together thousands of industry leaders, decision-makers and innovators whilst also shining a spotlight on its founding partners who have exhibited at every Elevate since 2016 and have played an instrumental role in the event’s growth and success.
Event director Lucy FindlayBeale said: “Elevate has grown into the UK’s most important meeting place for anyone passionate about physical activity, health and wellbeing.
“Over the past decade we’ve
seen the physical activity, health and wellbeing sector evolve and innovate in extraordinary ways.
“Elevate 2026 will be a chance to celebrate that progress, showcase the latest thinking and solutions and look ahead with excitement to what the next 10 years will bring for our industry.”
Building on the momentum of 2025, which welcomed more than 6,500 attendees, 200 leading brands and 200 world-class speakers, the 10th anniversary edition will include special features including dedicated legacy sessions that reflect on the progress made in the sector and
looking ahead to the future.
The show’s comprehensive programme will once again include the four flagship Elevate theatres; Debate, Generate, Accelerate and Collaborate, alongside partner-led content that brings together experts from across the sector.
Attendees can expect thoughtprovoking discussions on the future of the sector, cutting-edge product launches, interactive demonstrations and practical workshops designed to inspire meaningful change.
With more than 60 per cent of the exhibitor floor space already reserved, Elevate 2026 is set to surpass previous years in scale and impact.
From start-ups to global brands, policymakers to practitioners, the event will once again provide a platform for every part of the industry.
Shafiq Ahmed
NEW FOR 2026 - FITNESS PROFESSIONAL AWARDS
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
