Weekly Workout - 28 January 2022

ISSUE 1 May

WEEKLY

Issue 85 - 28 January 2022

YOUR REGULAR ONLINE UPDATE FOR THE UK FITNESS SCENE

More than half of Brits never see success from diets or fitness fads PAGE 2 Escape Fitness adds weight to its UK-based EMEA team PAGE 3

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WORKOUT WEEKLY

More than half of Brits never see success from diets or fitness fads A STUDY of 2,000 Brits commissioned by David Lloyd Clubs has revealed that nearly two thirds (64 per cent) admit they never see success from diet and fitness fads that promise a weight loss quick fix, with the average individual trying 17 new diets and spending £3,290 on health and fitness products in their lifetime, only to see them fail.

And after the indulgence of Christmas festivities which are inevitably followed by new year’s resolutions and ‘new year, new me’ messaging, it is perhaps no surprise that a fifth (21 per cent) of Brits attempt to lose weight every January, with 15 per cent feeling more pressure to do so in this month than any other time of the year.

This desire to lose weight has led to two fifths (41 per cent) of the nation turning to diet and fitness fads, with people under the age of 44 (73 per cent) most likely to purchase a quick fix weight loss product.

The most common diet and fitness fads tried were meal replacement shakes (18 per cent), the Atkins diet (17 per cent) and the 5-2 Diet (16 per cent), with one in 10 (12 per cent) Brits even admitting to trying weight loss pills.

The fitness specific fads included the abs toning belt (seven per cent), the shake weight (six per cent), the ab roller (five per cent) and the waist trainer (four per cent).

Some of the more bizarre fads included the cabbage soup diet (10 per cent), the ice cream cleanse (three per cent) and even the tape worm diet (two per cent).

These fads are anything but helpful however, with success seen less than a third (31 per cent) of the time and the nation on average only lasting 56 days using them.

More than two fifths (41 per cent) cite the reason for this was because it was a quick fix rather than being manageable long-term, meaning they lost weight initially and then put it straight back on.

Group Editor: Judith Halkerston Tel: 01226 734639 jh@scriptmedia. co.uk

Sales and marketing

Group production editor: Dominic Musgrave Tel: 01226 734407 dm@scriptmedia. co.uk

tb@scriptmedia.

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

director: Tony Barry Tel: 01226 734605 co.uk

Sales manager: Louise BristoweHarrison Tel: 01226 734699 workout3@ scriptmedia.co.uk

www.workout-uk.co.uk

Nadia Sawalha David Lloyd Clubs is on a mission to encourage Brits to say no to fitness fads and yes to a lifetime of wellness, by teaming up with actress and TV personality Nadia Sawalha to launch the brand’s Wellness Pledge.

She said: “From fitness fads to diets, I’ve quite literally done them all (I even tried a water and boiled egg diet) – and for me personally, they don’t work.

“On a daily basis my daughters will show me videos they have found online that make unrealistic claims such as ‘how you can double your butt size in a week’ – this madness has to stop.

“That’s why I’m over the moon to be working with David Lloyd Clubs on this campaign and their Wellness Pledge, which is something I could have written myself. Their promise to support and promote long term fitness inside and out is the best way to be healthier.

“They express the importance of thinking about how exercise makes you feel rather than only focusing on the way it makes you look – and this is something that worked for me.

“Short cuts are short term. ‘Slowly is the fastest way to get to your destination’ is a much better way to look at reaching your health and fitness goals.

“So, let’s scrap the ‘lose a stone in a

week’ mentality and change the way the nation thinks.”

Supported by body image expert Holli Rubin, David Lloyd Clubs’ industry first Wellness Pledge highlights how the brand is committed to encouraging the nation to focus on their wellness and feeling happy and healthy in their bodies, rather than just trying to lose weight.

It also calls on the fitness industry to join it in advertising responsibly and encouraging healthy habits.

When Brits do try unhealthy fitness fads and ultimately fail, they cite feeling disappointed (42 per cent), frustrated (31 per cent) and unmotivated (24 per cent), with one in 10 (13 per cent) even admitting to considering surgery to get the results they crave.

And it is not just the fads that are causing frustration, as the nation is catching onto the sales tactics too, with almost half (46 per cent) stating the use of celebrities or influencers to promote weight-loss products is false advertising because they don’t use the products themselves and a further two fifths (41 per cent) agreeing that they promote unachievable goals to the public.

David Lloyd Clubs’ Wellness Pledge has been created to encourage the nation to say no to these fitness fads and instead focus on making healthy choices that fit into their lifestyle so that they are happier and healthier in the long term.

It also calls on the fitness industry to adopt its pledge and follow the brand in advertising responsibly, so that as an industry they never make anyone feel that they need to be anything other than themselves.

David Lloyd Clubs’ Wellness Pledge n We will not work with influencers who promote rapid weight loss diets and/or exercise plans or any other unhealthy or potentially dangerous fitness quick fixes. n We will not promote unrealistic

body standards in any of our advertising and marketing materials, and will not digitally enhance any images to alter body shape. n We will not promote our clubs as a short-term, rapid weight loss solution in any of our advertising or marketing materials, but rather as a place to feel happy and healthy in your body, and achieve your long-term wellness goals. n We will train all fitness team to coach members to develop long-term healthy habits which will empower them to be mentally and physically healthy and well for life. n We will continue to provide a wide range of activities and group exercise classes that feel inclusive and encourage people of all ages and fitness levels to be active and live long-term healthier lifestyles.

Russell Barnes, chief executive officer at David Lloyd Leisure, added: “Our research has shown that not only are quick fix weight loss products ineffective, they can also be damaging to our physical and mental health.

“So we want to start 2022 by saying ‘no’ to fitness fads and diet marketing, and instead encourage the nation to focus on being healthy and happy in a way that is sustainable for life.

“Our new TV ad campaign ‘Elevate Your Everyday’ takes a completely fresh approach to health and fitness marketing, drawing on the emotional as well as physical benefits of keeping fit, healthy and connected.

“It’s all part of our new Wellness Pledge which we are introducing across our business, to empower our members in enjoying a lifetime of wellness, by supporting them with wellness expertise and facilities.

“We hope to inspire others in the industry to follow and join us in advertising responsibly and supporting the nation to make sustainable, long term changes so that we can all enjoy a healthy and positive lifestyle forever.”

Versaclimber launches new TS model COMPLETE body workout specialist Versaclimber UK is joining the next generation of interactive fitness machines with the launch of the new TS model.

The Versaclimber TS is the first in the range to be fitted with an interactive tablet screen, with accompanying app, which lets users monitor and track their performance, compete with others and view their progress over time.

The unit is wifi and bluetooth enabled, so that each individual user of a machine is able to use the tablet to log into their own account, view their workout results and compete with other users.

With a much larger screen, people are able to view more data about their workout more clearly.

These include climb rate, percentage

of personal best, stroke length, calories burned and heart rate — when linked to a heart monitor.

Neil Kelford, managing director at Versaclimber UK, said: “The fitness industry has seen the emergence of interactive workout technology in recent years, and the new TS model brings together those benefits with the unique benefits of the Versaclimber.

“The Covid pandemic pushed people to embrace working out at home, but that’s now a habit that will stay with many of them.

“The Versaclimber TS allows them to get the best from it and compete from their living rooms and home gyms.”

The TS has already had notable success in its home country of the US, which Versaclimber UK is now offering for both individuals and gyms in Britain.

WORKOUT WEEKLY

ukactive Awards and Active Uprising head to Birmingham as entries open THE ukactive Awards and Active Uprising will be held in Birmingham for the first time, ukactive has announced, as entries have opened.

While Birmingham prepares to host the Commonwealth Games, the physical activity sector will come together at the International Convention Centre on Thursday, June 30 for the awards ceremony.

The evening will mark the first in-person ukactive Awards since 2019 in Manchester and will follow Active Uprising, the all-day learning event which also makes a return this year after going digital in 2020.

Huw Edwards, CEO of ukactive, said: “We cannot wait to take the ukactive Awards and Active Uprising to Birmingham this year, at such an exciting time for the city, region and indeed the nation.

“Hosting the Commonwealth Games should represent far more than elite sport and with this in mind the ukactive Awards will showcase the value of our physical activity sector to communities across the UK. “The ukactive Awards celebrate the endeavour and ingenuity demonstrated by our businesses and the teams behind our success.

“There has never been a more important time to recognise your team’s efforts and then to unite with the sector this summer in celebration.”

The ukactive Awards, in partnership with Active IQ, is officially open for entries, with organisations of all types and sizes encouraged to enter before the closing date of Friday, February 25.

The Awards will celebrate the best of the physical activity sector following two years of unparalleled disruption and ukactive has adapted the Covid-19 award categories to focus on the recovery, resilience

and successes achieved throughout the pandemic.

The Awards will also see the return of many popular categories, including the hotly contested National Club/ Centre of the Year Award.

The Jan Spaticchia Special Recognition Award will make its debut after being announced as part of National Fitness Day, a campaign which Jan founded during his time at the énergie Group.

The award is designed to recognise an outstanding individual who has made a continued and significant impact across the breadth of our sector.

Award entries will be assessed during a first-round marking process and those reaching the second round will go through either a judging panel or a mystery shop conducted by ProInsight, with some categories

also put to a public vote.

Jenny Patrickson, managing director of Active IQ, added: “I’m delighted that Active IQ is returning as a headline sponsor for the 2022 ukactive Awards.

“Having supported these Awards since their very first year, we have seen them grow in stature and gain recognition as one of the industry’s foremost benchmarks of quality and achievement.

“The creativity, diversity and sheer energy that we have seen from previous entrants never ceases to amaze us.

“I hope this year’s ukactive Awards will inspire people from across the industry to share their best work and achievements as we look to celebrate the best in class of our sector.”

Escape Fitness adds weight to its UK-based EMEA team ESCAPE Fitness is expanding its UK based team with the introduction of three new team members.

Reporting directly into the commercial director, the new joiners will be fieldbased, joining the existing UK-based EMEA team of 12.

“We are continually reviewing and evolving our product range in line with market trends and, with large storage capabilities and a focus on increasing our UK manufacturing, we have been able to maintain good supply lines throughout the pandemic, despite import challenges,” said Luke Januszek, commercial director, Escape.

“This has put the company in a strong and stable position with growth ambitions for the year ahead.

“With a fully loaded client acquisition and support team, plus an exciting new product pipeline, we are pushing full steam ahead, exploring opportunities to expanding our client base.”

Matthew Holland joins in a new role as national partnerships manager, bringing with him more than 20 years’ experience in the fitness and wellness markets.

After graduating from Loughborough University in 1996 with a BSC (Hons) in Recreation Management, he began a career in the leisure industry, succeeding in several posts as general manager and regional manager for national operator

Luke Januszek, Luke Hamer, Ollie Bode and Matthew Holland brands before landing a role as national Matthew is joined by Ollie Bode who corporate account manager for the takes on the role of territory manager, Bannatyne Group.

South.

Matthew then moved into business Always a keen sportsman, Ollie management roles within the vitamins graduated from the University of and minerals market.

Brighton with a degree in Sport and Now, he joins Escape where he will be Leisure Management and spent the applying his experience to growing and next eight years working in various managing a diverse portfolio of national sales management roles for operators accounts including leisure centres, gyms, including Virgin Active, Crown Golf and studios and boutiques.

David Lloyd Leisure.

Ollie has a passion for helping others reach their training potential and is a Level 4 qualified personal trainer.

Mirroring Ollie’s role in the North is Luke Hamer. Luke gained a degree in Sport and Physical Education, Physiology and Biomechanics from the University of Wales in 2007 and joined Virgin Active as a personal trainer.

It was not long before Luke’s gym floor talents were recognised and rewarded with a promotion into the role of fitness and personal trainer manager, where he managed a gym-floor team of 22.

From here, Luke progressed to manage a site for Pure Gym, before rejoining Virgin Active, Sheffield in the role of membership sales. His next move from here was to Escape.

Luke added: “All three new joiners bring valuable experience to the team and are all personally, deeply passionate about inspiring others to escape their limits through movement and exercise.

“I’m excited by what our UK based EMEA team will achieve over the months ahead. Yes, we still face challenges imposed by the pandemic but we are pushing forwards and working through it.

“Working with our clients, we will continue to build back better, creating training environments that inspire and motivate people to escape their limits.”

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