ISSUE 1 I May 2020
WEEKLY
Issue 8
26 June 2020
YOUR REGULAR ONLINE UPDATE FOR THE UK FITNESS SCENE
Work begins on new £15m leisure centre
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How can professionals thrive during Covid-19?
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Work starts on White Oaks Leisure Centre page 7
WORKOUT WEEKLY
Work begins on new £15m leisure centre
THE construction team is on site and work has now officially begun to build the new £15m Spen Valley Leisure Centre. Leader of Kirklees Council, Councillor Shabir Pandor, Councillor Graham Turner and Dawn Stephenson, chair of Kirklees Active Leisure Board of Trustees, recently visited the site to witness the first dig by construction company Kier. Shabir said: “I am delighted that the Spen Valley Leisure Centre build is now underway and look forward to seeing progress on site over the coming months. “This is a major capital development project that I believe will really transform the leisure offer for residents of all ages in the Spen Valley and provide economic benefit to north Kirklees. “We are committed to supporting the health and wellbeing of everyone in Kirklees and I hope this new centre, when it opens, will both inspire and motivate all local residents to make full use of the fantastic facilities.” Set to open in winter 2021, the Spen Valley Leisure Centre has been designed to be a modern and flexible activity hub for the whole community. The centre will be part of the wider Spenborough fitness complex, which will include a separate pavilion and athletics track. The Spen Valley Leisure Centre facilities will include an eight-lane, 25-metre main pool; a 20m x 10m activity pool with moveable floor; spectator seating in the pool areas; a large fitness suite; two
fitness studios with flexibility for other use; and a cycling studio. There will also be two changing villages which will include family cubicles, baby change and large team changing areas. Phil McDowell, Regional Director Northern at Kier Regional Building, added: “We are thrilled to be working with Kirklees Council to deliver Spen Valley Leisure Centre.
“The commencement of works on site is a major milestone and we look forward to creating a new all-purpose facility, which will bring swimming and fitness under one roof. “We have a wealth of experience in delivering leisure centres across the country and I’m looking forward to seeing the development of this facility as it progresses on site.”
To safeguard employees and the local community, Kier will be adhering to the Construction Leadership Council’s site operating procedures which are based on the guidance issued by Public Health England. The new facilities are scheduled to open in winter 2021, with a slight change to the original opening timetable due to the impact of Covid-19.
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WORKOUT WEEKLY
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Current membership model is flawed under distancing guidelines AS GYMS prepare for an opening date with new social distancing measures in place, a sports business professional is warning that the monthly gym membership model is flawed under distancing guidelines.
The touch-free way to measure members’ progress in the gym By Tracy Morrell
MOST of us are social in nature. But when gyms reopen, new social distancing regulations– alongside the new, elevated sets of expectations, fears, and habits people have developed during lockdown – could mean that your members avoid you, your staff and others. Expect your members to be extra cautious about touching things, and expect lots of mask wearing, hand washing, and much more scrutiny of your business’s cleaning standards. Thankfully, there’s technology to support this ‘new normal’ gym environment, ensuring your members remain safe, happy, and engaged. Styku, the world’s leading 3D body scanner for health and fitness tracking, is touchless, private, and automated. It can be set-up in a self-service (kiosk) mode to scan without the need for an operator, providing a safe and socially distanced experience for your members. Styku is not a bioimpedance analyser so there are no handlebars to touch and nothing to clean, meaning one less piece of equipment to wipe down throughout the day. What’s more, detailed reports can be automatically emailed to members after a scan, making the whole process comfortable and seamless; the perfect way for your members to monitor their progress in a precise, consistent, and hygienic way. Many people will be eager to leave their houses, but after discovering value elsewhere, such as on-demand fitness, facilities will need to find new ways to stand out. Differentiating your business with Sales and marketing director: Tony Barry Tel: 01226 734605 tb@scriptmedia.co.uk
Group production editor: Dominic Musgrave Tel: 01226 734407 dm@scriptmedia.co.uk
Group Editor: Judith Halkerston Tel: 01226 734639 jh@scriptmedia.co.uk
Studio manager: Stewart Holt sth@scriptmedia.co.uk
www.workout-uk.co.uk
technology and services they can’t get at home could play an important role in re-engaging existing members and attracting new ones. Styku is a service that people can’t get at home or through an app, and is an attractive tool to use. You can provide customers with a monthly scanning service to keep them engaged, and each time they come in, it’s another opportunity to convert them into your primary business. Charging for scans, scan packages, or providing a scanning membership, are all great options you can offer to entice different members while creating additional revenue streams. Health assessments like Styku have the power to drive member interests and are well-timed for the post-Covid consumer. In just 35 seconds, Styku assesses risks of underlying conditions, acting as a preventative measure that can help to protect the health of members. The likelihood of pandemics is predicted to increase with the growth of factory farming across the world. The only long-term way to reduce the risk of contracting viruses like Covid-19 is by lowering your risks of chronic health issues, like diabetes, hypertension, or heart disease. A 3D body scan from Styku predicts your risks of these obesity-related diseases while providing visuals that show changes to the body that weight scales hide. This gives members the insight and motivation they need to stick to their health and nutrition programmes, ultimately, improving and maintaining their health and wellbeing. n Tracy Morrell is the director of React Fitness.
“Monthly gym membership model is flawed under social distancing guidelines” Anthony Franklin is founder and managing director of fibodo, the awardwinning e-commerce platform, which is the only booking management platform included within ukactive’s Fit Together reopening digital toolkit. The booking platform also powers the campaign, fit4thefight, an initiative that helped maintain the cashflow of hundreds of self-employed PTs during lockdown, with profits supporting the NHS and key workers. As we have seen with digital providers, such as Netflix, Amazon Prime and Sky, clubs and operators will now have to adopt ‘personalised membership’ models, which will include pay-as-yougo options to optimise facility usage, as they cannot rely on the free anytime use of their facilities model they once did. This means that the current monthly gym membership model is flawed under social distancing guidelines. “Booking a time slot online is the new normal” “With the number of people allowed in gyms at any one time being impacted, clubs, operators and their customers will have to embrace technology to manage their capacity and payment processing, in order to comply with government guidelines on social distancing and gym and class capacity.” “Technology will prevent queues outside gyms like we have seen from high street shops” “Booking a time slot will be the new normal, and customers will have the convenience of attending at the specific time chosen – this is the only way that gyms will be able to prevent queues outside like we have seen at high street shops, maintain member confidence and maximise facility usage.” “Fitness classes and PT sessions in the park will help gyms manage capacity, engage the community, and keep personal trainers in business” “We’re encouraging gyms big and small to engage their clients in the community
Anthony Franklin and take some of the capacity away from the gym itself, and into gardens, parks and public spaces. “A personal trainer can manage their time and bookings through the same app and platform as the gym, and customers will be able to exercise more freely, and maintain their fitness and goals. “Science has proven that outdoor group sessions are safe, and it also helps reduce pressure on gyms indoor facilities. “With the added bonus of opening up fitness to a new audience, as sessions take place outdoors, increasing visibility on their doorstep. “This is also the key to survival for fitness centres of all sizes, as they can maximise their revenue opportunity by selling all available time slots, classes and sessions at time where capacity is limited.” “Technology to manage capacity and access can be implemented within hours “A technology platform like ours can be implemented within hours, and fasttrack individuals and organisations to a prosperous post-COVID future, so gyms and trainers need to act now to avoid being left behind.”
Myzone to sponsor LFX’s season of events A LEADING fitness industry network is pleased to announce a partnership with wearable fitness technology brand Myzone. LFX and Myzone are paring up to offer guidance and informative discussion to LFX members with Myzone sponsoring the season of events. Myzone founder Dave Wright said: “I have always admired Graeme and his LFX philosophy which is about raising the bar on the industry. “Sharing best practice and knowledge in a giving nature. “We are delighted to be supporting the network.”
During the coronavirus outbreak the LFX team has been doing their bit to continue to provide leisure operators with a chance to share ideas and network with other like minded professionals, with Myzone founder Dave Wright and European CEO David Stalker offering their expertise and knowledge to LFX members. Graeme Hinde, LFX founder, added: “I have long admired the work done by Dave Wright to take a great idea and turn it into a global fitness brand. “It gives me immense pride to have Myzone as a partner and I look forward to working with Dave, David Stalker and
the fantastic team behind the Myzone brand.” The closure of gyms and health clubs hasn’t stopped the team at LFX from delivering their events, with a variety of topics being covered via online zoom meetings. Graeme added: “The shift to Zoom has been relatively straightforward and has enabled us to offer the same quality content and value in a different way.” Topics covered include business after lockdown, mental health, member engagement and hygiene. For more information on LFX contact Graeme Hinde: graeme@mylfx.com
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WORKOUT WEEKLY
How can professionals thrive during Covid-19? By Bradley Woodhouse THE Covid-19 crisis and the resulting lockdown has undoubtedly disrupted life for people right across the world, leaving many jobless, furloughed and isolated. Due to the nature of their work, health professionals are among those who have seen their livelihoods particularly impacted by coronavirus. No longer can they meet clients inperson or host sessions for groups in gyms and other public spaces. Moreover, for health pros, helping others to learn activities and improve their health is not just a source of income, it’s a passion and a way of life. At the same time, the lockdown and social distancing measures have significantly limited how people can exercise. Many will surely be growing tired of daily runs in crowded cities, while others will lack decent equipment – or the funds to buy it – and be otherwise unsure of how best to workout indoors. However, the lockdown shouldn’t mean that pros need to lose work, or that everyone else should be restricted when it comes to keeping fit. In fact, it feels like it’s never been more crucial for us to look after our health and fitness. It’s remarkable how quickly people of all generations have adapted to online tools, such as Zoom, Skype and Google Hangouts. Whether its families, friends, businesses or those working on other collaborative projects, people are learning to get things done with little more than a device and an internet connection. It’s also completely possible for health pros to do the same – you just need to adapt. At WELD, our instructors already host daily sessions for their clients online. So, we’ve collectively learned a thing or two about how to teach health and fitness remotely! Here are a few of my top tips for health pros to thrive during Covid-19: Make activities accessible During the lockdown, it’s safe to say that many people will be feeling demotivated. Some might have just one room in their house to do exercise routines, while others may be concerned that their local parks and other greenspaces are too crowded. So when you consider what activities you can teach to online users, think about what space they might have to work with.
Bradley Woodhouse You can certainly include running, cycling and other outdoors activities in any routines you’re advising as a personal trainer, as long your clients are able to stick to social distancing guidelines. However, if you build routines and tutorials for clients that can be done in a relatively small room – and without equipment – you’ll be able to make them accessible to almost everyone. As you’ll know, there are plenty of workout activities you can do at home that work almost every part of the body, so it shouldn’t be too hard to put together a routine for clients of every fitness level. You should also make sure to think about coaching mental health and general wellness throughout the pandemic. Isolation, money and employment issues, and general health concerns about ourselves and our families, can take their toll. So, being able to provide strong encouragement, motivation and reassurance is equally important when helping people to look after their overall health and wellbeing. Any guidance you can offer could make all the difference, especially during these uncertain times. Market yourself If you’re not already offering online training sessions, you’ll want to build-up your digital profile and start bringing in some clients. It’s probably best to start with your existing clientele, so drop them an email or text to let them know you’re now offering online sessions. It’s also worth posting on your various
social media channels to get the word out. You should look through relevant social and community groups to find people interested in fitness and spread the word. And if you can afford it, it’s certainly worth putting some money behind some social media ads to raise your visibility. When you set up your ad, you can target particular demographics, like age, location and interests, which will allow you to reach the right audience pretty easily. You’ll already know the types of people that you worked with prior to the lockdown, and you might want to broaden your scope now that everyone is stuck at home. Otherwise, if you don’t have the time, money or don’t feel confident in doing your own marketing, you can always look out for online agencies and platforms to register with. That way, you can concentrate on putting your training programmes together and leave the rest to them. Be mindful when setting fees Personal trainers can rightly charge considerable amounts of money for their time and expertise. During the pandemic, however, it’s worth remembering that many people will be particularly worried about – and limited by – their finances. So it’s worth considering whether your current fees reflect this fact and remembering that people are generally more inclined to pay larger sums for inperson activities. However, I appreciate that as many platforms take an extortionate cut of
fees from the pros – despite pros doing all the hard work – it’s not always easy to keep your prices down. In fact, this unfairness was at the front of my mind when I started WELD. Unlike many platforms, our pros always keep 90 per cent of their fees so that they never lose out. In addition, throughout the lockdown, we’ve removed all service fees for health pros to ensure they earn more during these uncertain times. You may also wish to make your fees negotiable during the lockdown, making clear you appreciate that many people will currently have money concerns. You also need to make a living, of course, and you’ll know best what prices you’re able to reasonably offer without selling yourself short, or pricing out the majority. Be flexible in your hours It’s understandable to think that people working from home will have plenty of flexibility while those furloughed will be positively made of time. However, it’s important to remember that people’s hours will be all over the place. For instance, many people are having to homeschool and take care of their kids during the day and can’t even begin work until the evening. There’s also a huge, expanded workforce of shop attendants, couriers and volunteers who are working at unpredictable and unsociable hours, but may still want health and fitness support. As routines will have been turned upside down, it’s important to be as flexible as you can to accommodate those who can only do early mornings or evening sessions, for instance. Just remember to take some time for yourself and make sure you don’t end up working at all hours! For many of us – particularly health pros – it can really feel like life is on pause during the lockdown. However, I think health, fitness and wellbeing is more important than it’s ever been. With this in mind, health pros and personal trainers have a crucial role to play – it just has to be facilitated by digital tools and platforms. I hope the above advice proves useful and that even during the lockdown, you’re able to keep doing what you do best. n Bradley Woodhouse is the founder of WELD (Wellbeing, Exercise, Lifestyle and Diet)
ukactive and Partners& unveil strategic partnership ukactive, the UK’s leading not-for-profit health body for the physical activity sector and Partners&, one of the UK’s leading chartered insurance advisers for the health and fitness industry, have announced a strategic partnership. As the national industry organisation for the health and fitness sector, ukactive aims to improve the health of the nation by getting more people, more active, more often. The Partners& specialist sports and leisure team, formerly Independents Insurance, has more than 20 years’ experience advising gyms, health clubs, active leisure facilities and trampoline parks to make the right insurance and risk management decisions.
Partners& joined the ukactive Strategic Partnership Group to share its insight and expertise with the industry and cocreate a range of risk management tools for the sector. The first collaboration is a risk management helpline for ukactive members where they can access specialist advice free of charge. Future plans include a Risk Management Guide providing practical tips and information that gym owners and operators will find useful, particularly given the many changes to regulations and risks caused by Covid-19. Neil Adebowale, director at Partners&, said: “I am proud that ukactive has been
a client for 18 years. “It’s great to take that partnership to the next level. “We have co-created the risk management guidance to help gym owners and operators cut through the noise and clarify the regulations they must follow to operate their business with confidence and mitigate unnecessary risks. “Having been working closely with clients over the past few months, we know first-hand the severe impact that Covid-19, and the resulting government measures, have had on businesses across the country. “Partners& is all about relationships, and we’re committed to standing
shoulder to shoulder with our existing clients and ukactive members to support them through this crisis and beyond.” Steven Scales, ukactive’s client services director, added: “We’re delighted Partners& are one of our strategic partners – especially at this critical time. “Our aim is to ensure that our members have access to advice and insight relating to legislation and regulations that impact their business. “Through our long-standing relationship with Independents (now Partners&) we know that we are bringing additional value to our membership.”
WORKOUT WEEKLY
Work starts on White Oaks Leisure Centre
WORK has begun on the construction of a new leisure centre for Sevenoaks District Council, in accordance with COVID-19 safe working guidelines. The £20million project, delivered by Alliance Leisure Services, represents the council’s largest public project in more than 30 years and has been described as a “historic investment” by the leader of the Council. Located in the heart of Swanley, Kent, the new White Oak Leisure Centre will replace the existing centre of the same name. Built in the 1960s and extended in the 1970s, the current centre is coming to the end of its life and is both inefficient and expensive to operate. The new leisure centre, which was procured under UK Leisure Framework, owned by Denbighshire Council and managed by Denbighshire Leisure, aims to introduce new income streams, drive participation and capture a wider segment of user groups with a building fit for the future. Modern and energy efficient, the new centre has been designed by Saunders Boston Architects and will include a 25m, six lane swimming pool with movable floor, a learner pool and a viewing area serving both pools; a fitness suite with more than 100 stations; two studios and a multi-purpose sports hall. The new centre will have exciting new facilities for all ages and abilities. The introduction of a soft play area and the interactive Tag Active arena are designed to appeal to families, while a Feel Good Suite featuring power-assisted equipment will target people with limited mobility, the elderly and those managing long-term conditions. A café, village changing areas, multi-purpose rooms and car parking for 140 vehicles, as well as a coach drop-off point complete the offer. Councillor Peter Fleming, leader of Sevenoaks District Council, said: “In committing to building a new, modern leisure centre for Swanley, we are investing in the single largest Council construction project in a generation.
An artist’s impression of the new £20m facility being built in Swanley.
“We are excited to be working with Alliance Leisure as our development partner to deliver this new, environmentally friendly centre that will serve the residents of this part of the district and beyond for many years to come. Tom Fairey, senior business development manager at Alliance Leisure, added: “The importance of physical activity is a message that has been hammered home throughout the coronavirus pandemic. “At a time when leisure centres are closed to the public, it’s inspiring to see Sevenoaks District Council commit to the future of leisure provision with modern facilities that are designed to improve activity levels among all members of the local community.” Construction company ISG is building the new
centre, which will be managed by Everyone Active, who secured the contract through the UK Leisure Framework. The existing White Oak Leisure Centre will remain open during the building works to ensure no loss of leisure facilities for the community. The new centre is scheduled to open in November 2021. As part of the project, Alliance Leisure is also delivering some refurbishment work at the local Orchard Academy, to upgrade its four-court sports hall to accommodate netball, roller hockey and other sports to support local sporting clubs that require a large hall. Funding for these improvements has been included in the new leisure centre construction costs.
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15-16 SEPTEMBER
2020
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