ISSUE 1 I May 2020
WEEKLY YOUR REGULAR ONLINE UPDATE FOR THE UK FITNESS SCENE
Relaunch your business to thrive (not just survive) after Covid-19 page 7
Home fitness classes launched by charity
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ukactive unveils recommended framework for reopening the fitness sector safely page 6
WORKOUT WEEKLY
Home fitness classes launched by charity NOT-for-profit social enterprise and registered charity Basingstoke Sports Trust has launched BSTHomeFitness – a no fuss, no commitment, charity run home fitness portal suitable for all ages and abilities. With more people having to stay at home during the COVID-19 outbreak, many people are struggling to keep up with their usual workout routine. With an enduring focus on people’s mental and physical health, Basingstoke Sports Trust believes that physical activity should be accessible by all. Therefore, they looked to create a solution that would be convenient, effective and inexpensive. “Daily routines have changed in unexpected ways for all of us,” said James Starbuck, CEO of Basingstoke Sports Trust. “People aren’t able to travel, spend long periods of time outside, or use the gym. That’s why we decided to partner with Wellbeats to offer a convenient online workout solution. “Whether people are looking to continue their fitness routine or to start their fitness journey, we believe it’s vital to keep active and healthy during this time.” The home fitness portal offers over 500 online classes, including HIIT, yoga, children’s workouts, nutritional advice, and more. Users are able to choose a workout that suits their fitness level, goals, and free time. The entire catalogue of workouts can be accessed for only £9.99 per
month, with no contract or commitment, and all excess proceeds are reinvested in the local community. Funds from Basingstoke Sports Centre memberships are used to run a huge number of wellbeing groups and activities for Basingstoke area residents, including cancer rehabilitation, depression and anxiety support, Parkinson’s rehabilitation, and sports activities for those who are elderly or
differently abled. Ian Donley, CEO of Wellbeats, added: “We are delighted to work with Basingstoke Sports Trust to help develop their innovative digital strategy. “James and his team have a clear vision of how the industry will look post COVID19 and have developed a far-reaching digital strategy that will not only meet the needs of their existing members but the needs of prospective members.
“Wellbeats also enables BST to provide an on-demand streaming service to those members of the population who may never go to a gym but do like to exercise is their own environment. “Everyone involved with the strategy is in no doubt that the vast array of Wellbeats content for adults and children, coupled with work out plans, fit tests, and a whole raft of functionality, will be a huge success.”
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Advertiser’s announcement
Keeping your members engaged with Mywellness – insights from operators STAYING connected is more important than ever. Wellness on the Go strategy allows fitness clubs to manage their members training at home. Mywellness allows operators to stay in touch with members. Launched in 2012, the digital platform allows trainers to connect, engage and coach members. We discuss with three different clubs the launch of a new Train at Home solution and discover how they are now connecting, coaching and engaging with more members than ever before. Mywellness is a cloud-based platform that has a variety of different functions available, which can be configured to the requirements of the business. Highly personalised, quick to activate and adaptable to compliment the clubs business model. Operators can offer training and coaching programmes to their customers remotely to maintain engagement and connection outside the facility. Pivoting towards digital Mywellness can be used in a variety of ways to enhance the member experience. Freedom Leisure, new to Mywellness, saw how quickly digital can be activated as well as the positive impact and response it had from members. “We knew we had to act fast,” said Barry Thomson, regional commercial manager. “The timeline between the initial discussion to the launch of Mywellness was 48 hours, which proves what can be achieved when everyone has an aligned goal and focus.” Not previously using the platform, the uptake was immense. In one week more than 4,225 Mywellness accounts were created, demonstrating how quickly clubs can
“Utilising Mywellness we continue to provide tailored guidance for our one-to-one clients, a variety of home workout options for all our members and more importantly, the opportunity to communicate to new members. “We can offer a professional online service to cater not only for members but for the whole community. “Mywellness could not have been any easier to personalise and match to our business. Thanks to the platform we are more connected than ever to all of our customer base.”
launch new services with the support of the platform. “Mywellness is an important part of our overall retention plan and will support our members in maintaining a healthy body and mind,” Barry added. “Naturally, we will continue developing as customer feedback is received and additional services added.” Enhancing the offering Many facilities already using Mywellness saw an opportunity to launch something new to members to tailor the way it works for them. CitySpace – The University of Sunderland saw Train at Home as an opportunity for an exciting new direction to use the trainers’ knowledge to create a variety of home workouts for students and members. “Train at Home and the Mywellness software has been an excellent resource,” said facilities manager Kevin Ludlow. “It has allowed our fitness team to continue working remotely and remain in contact with our current members, while also reaching out to new ones.
“We have been able to create content with innovative home workout ideas, as well as encourage direct communication between members and fitness professionals to prescribe personalised programmes based on each member’s goals, and the fitness equipment they have available at home.” Personalising the service To maintain on track to achieving fitness goals regular member trainer contact is crucial. Using Mywellness offers the ability to communicate with the member to provide motivation and continue to tailor the training programme. For private gym PLM, connecting to members outside the facility is important, so using the Coach and Prescribe features of Mywellness, trainers provide individual training programmes and have regular contact with the member for feedback. Managing director Phil Moss said: “We saw the need and the opportunity to connect and personalise the service to members outside the club.
Building a community As well as programmes, content and coaching, clubs have also created an environment where members can compete on challenges using Mywellness, which creates a community of motivated and engaged members. Freedom Leisure sees this as an opportunity to create challenges across all 104 sites, connecting people digitally while at home. Members are kept on their toes with creative challenges such as daily 1000 MOVEs, Freedom 5000, and the highest amount of MOVEs in a week. Community is important, with keeping members engaged, maintaining activity while at home and not losing the training habit. CitySpace – The University of Sunderland saw this could be achieved using the power of social media to expand their reach in promoting challenges and home workouts. Many operators have revolutionised Mywellness as a new way of engaging, connecting and coaching members using the Train at Home solution taking the customer experience to a whole new level. For more information please visit www.technogym.com/connect
TRAIN YOUR CUSTOMERS AT HOME
Provide your customers truly personalised and connected training experiences, wherever they are, and keep on coaching them also at home with MYWELLNESS DISCOVER MORE AT: www.technogym.com/connect
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WORKOUT WEEKLY
ukactive unveils recommended framework for reopening the fitness sector safely UKACTIVE has published the recommended operational framework for gyms, leisure centres and the wider fitness industry to reopen safely in the UK – once they are permitted to do so by the Government. The framework has been reviewed by independent medical experts and ukactive’s Scientific Advisory Board to ensure that fitness and leisure operators base their operational decisions on the best possible scientific evidence and guidance. The document has also been informed by best practice from international markets where the sector is at different stages of managing the COVID-19 pandemic, and is endorsed by the UK’s leading operators. Huw Edwards, CEO of ukactive, said: “The timeline for reopening gyms and leisure centres has not yet been confirmed and ukactive continues to work with the Government on this important issue. “We hope the development of this framework provides the Government with the support it needs as it plans the reopening of our sector. “It will also offer crucial support to our members as they plan their emergence from lockdown by putting the safety of members and staff first. “In shaping this guidance with us, our members have demonstrated their collective unity to address this crisis together, and their shared responsibility for the nation’s health and wellbeing.”
A framework for the safe opening of gyms and leisure centres has been published. ukactive will use the framework to of all sizes, and both public and private inform ongoing discussions with the sector. Government on the proposed reopening Anticipating the Government’s of the sector, providing the Government requirements for continued social with the best insight and expertise from distancing once reopening commences, the sector. the framework covers the following areas Designed to provide the basis for for the safe operation of facilities: individual operators to develop their n General operations, such as public own required technical operating information, staff wellbeing and hand guidance for customers, staff and sanitising. supply chains, the framework has n Cleaning undergone intensive consultation with n Reception area representatives from across the ukactive n Changing room/showers/toilets/gym membership – considering organisations n Studios
n Courts/sports halls n Swimming pools and wet side facilities n Cafés and restaurants n Outdoor fitness n First aid and lifeguards n Miscellaneous n Specific operational needs Huw added: “While this framework offers immediate support for operators as they plan for the future, our members continue to face major financial pressures – from paying rent and utility bills, to accessing funding for furloughing staff and negotiating terms with local authorities. “This framework needs to go hand in hand with clarity around continued financial support from the Government as part of its reopening plans for the sector, so that businesses can remain financially viable. “It is important the Government understands the unique role these facilities play in our society, with public leisure alone contributing £3.3bn towards our population’s health and wellbeing, and gyms and leisure centres employing around 189,000 people.” The framework will be reviewed regularly and updated where necessary, in accordance with any changes to the Government’s guidelines and partners’ guidance. Visit www.ukactive.com/wp-content/ uploads/2020/05/COVID-19-Aframework-for-the-re-opening-of-thegym-and-fitness-industry-ukactive.pdf
Operator launches Les Mills on Demand workouts BANNATYNE Health Clubs has joined an increasing number of fitness operators pivoting to digital with the launch of both live and on-demand group exercise classes from Les Mills, the group fitness expert behind classes such as BODYPUMP™ and BODYCOMBAT™ . Through the Bannatyne Health Club app, the operator’s more than 200,000 members across 72 clubs can now access Les Mills on Demand, free for 60-days. The content includes more than 800 Les Mills on Demand workouts, alongside fitness and goal tracking capabilities. Les Mills on Demand enables users to stream, cast or download worldleading workouts at home or on the go presented by the world’s best instructors and supported by expert training guides. Since launch, there has been more than 10,000 sign-ups, helping Bannatyne members stay connected while all clubs remain closed due to COVID-19. “We’ve been blown away by the support from the Les Mills team during this unprecedented time,” said Peter Wilkinson, national sales and marketing manager at The Bannatyne Group. “Our goal is to keep members moving and Les Mills on Demand plays a key part in that. “Within a matter of weeks, we were able to completely update our app with Les Mills on Demand and communicate
the 60-day offer to members, thanks to their support. “The production quality of the content is second-to-none and as close as you can get an in-person experience. So far, the member feedback has been phenomenal both from regular group exercisers, but also from those that have never done it before. It has given them the confidence to come and try a live class when we reopen. “Les Mills digital will also continue to play a part going forward to complement the fantastic range of fitness equipment and classes within our health clubs. “
Alongside Les Mills on Demand, Bannatyne’s has also launched a live timetable of group exercise classes including Les Mills programmes via its YouTube channel. Led by qualified Les Mills instructors, the classes have proven so popular that the account has grown from just 600 subscribers to nearly 11,000 in the span of a few weeks. Themed days, such as the recent “Les Mills Lockdown”, generated significant member engagement with upwards of 400 members joining live and thousands watching the replays afterwards.
“Supporting our club partners and instructors during this time remains our number one priority,” added Martin Franklin, CEO of Les Mills Europe. “We’re working with each club to provide vital support during the lockdown and we’re thrilled to see the response to Les Mills on Demand from Bannatyne members. “We believe that people will be back at the gym for live workouts once the lockdown is lifted. But the shift to digital fitness is helping to break down barriers to fitness for people you might not typically see in the gym, and that’s really exciting. “With this expanded member reach, we will continue to support Bannatyne members through their fitness journey, now and once they can reopen.” All Les Mills club partners have the option of providing their members with a free 60-day trial of Les Mills on Demand to keep them active and engaged if they can’t make it to the club. To further help club partners during this time, Les Mills has created a new weekly club support webinar series with a variety of topics available live or on-demand. In addition to the LMOD offer and webinar series, Les Mills has also provided instructors with access to more than 20 royalty-free workouts that can be live-streamed to members from home with more content being added weekly.
WORKOUT WEEKLY
Relaunch your business to thrive (not just survive) after Covid-19 By JC Vacassin
AS THE dust continues to settle on our gyms and clubs, there’s no escaping the fact we are operating in extraordinary times. Many of you will be working hard to keep your membership engaged, fit and healthy via online and digital training, whilst juggling cashflow, handling furlough issues, and applying for grants and funding. It’s a chaotic time. Unfortunately there is no magic pill (at the moment) which will end this global pandemic – even injecting yourself with disinfectant won’t work. We are in the middle of a gamechanging situation. How you decide to use this time will determine whether you survive or thrive. Using our central London, flagship club W10 as a pilot, I wanted to share the IFBA’s framework for surviving the closure. When clubs were forced to close their doors in March, we didn’t hesitate: we called every member of the gym individually. We asked them what their concerns were. We listened to their thoughts, feedback, and experiences and what they wanted from us as a gym. We took the time to really listen. The overwhelming message was that people were less bothered about the training side of things. Instead, what they needed was support with the psychological aspects of the disruption: the loneliness, the change of routine, the anxiety. Based on this feedback, we came up with the concept of W10 TV, launching on the Monday after closures were announced. A digital channel populated with lively, engaging content, W10 TV is designed to bring the W10 community to people
JC Vacassin in their own homes, bringing structure, fun, entertainment, education and engagement. Each day we host a This Morning style magazine chat show called The Breakfast Show, which features interviews with experts on a range of subjects from mental health to nutrition, and everything in between. We host a wine and book club once a week and on a Friday we have TFI Friday with either a quiz or bingo. There’s a strong social element, which was something we offered as a bricks and mortar gym and that has developed as the core premise of our digital offering. The channel has been received really well, and we continue to collect feedback to make sure that the clients’ needs are at the centre of what we offer. Once this was launched, we emailed each member to make contact, and to offer them three options for their
membership. They could remain at the current rate and pay full membership, ‘paying it forward’ and supporting the gym through challenging times; they could reduce their fee by about half, a cut that reflected the move to an online offering; or they could call to discuss their individual needs. Compassion and transparency have been at the core of all our communications and behaviour throughout this time. We ignored our contracts and T&Cs and went with a human approach — being upfront about needing members’ support to stay open, but reacting on a case-by-case basis that allowed for people’s individual circumstances. In line with the values that form the foundation of everything we do as a business, we were committed to going above and beyond for our members. As a result of this approach, 25 per cent of the W10 members have opted to continue paying their full rate, 50 per cent have moved to the reduced rate, and 25 per cent have decided to freeze their membership. W10 has retained 99 per cent of its membership base. This model has been recommended to all IFBA gyms and across the IFBA network we have seen an average 90 per cent customer retention and 70 per cent revenue retention. Strong and strategic leadership is pivotal during this time – leading the self, leading others, and leading the business (in that order). As well as sharing the learning from W10, we’ve been on hand for all our IFBA members to offer support and guidance as they face these challenges in their own businesses. Our advice is to forget “new business”
in its simplest form and focus on giving your clients what they need. Good, effective communication is critical, as is an ability to be adaptable and innovative in the face of a fastchanging industry landscape. This initial period has been one of defence, not attack, where we have focused on the most important assets we as gym operators have: our members and our staff. But as the weeks pass, we know that many clients will experience fatigue from a predominantly online training model; when this happens (and it’s likely to have already started), we need to be in a position to give them something extra. Listening to the needs of our client population and finding new ways to ‘scratch the itch’ is vital if we want to stay relevant. Diversification is also a must, securing multiple revenue streams to tap into emerging markets and defend against instability in the industry. The IFBA offers a complete business solution for efficient, profitable, sustainable and scalable fitness businesses and we want to help as many businesses (and the businesses of tomorrow) to use this time to re-group, reassess and relaunch with a bang when health clubs and gyms re-open their doors. We believe that if we work together to offer help and support for each other, we can create stronger businesses. n As a special offer and to give back to the sector, the IFBA is offering all Workout readers who sign up to the IFBA 50 per cent off their membership for May and June, as well as a free one-hour consultation with JC Vacassin, founder of both W10 and the IFBA. Simply email jc@theifba.com
Avoid doing too much exercise during lockdown MAKE sure you don’t do too MUCH exercise during the Coronavirus lockdown, according to experts Because overdoing it could leave you open to injury – while also hampering your immune system. The advice comes from Dr Matthew Jackson, a lecturer in Sport and Health Science at Liverpool Hope University. He’s encouraging Brits to stay active and healthy during the social shut-down, explaining how physical activity can provide a timely boost to the body’s ability to fight viruses and infections. But he says anyone taking up sports like running for the first time, or after a long break, need to be mindful about painful injuries. And he also warns enthusiasts NOT to go hell for leather with their training – as that stress potentially leaves the body open to invasive pathogens. He said: “We don’t want to tell people not to exercise during this
crisis – it’s really important that you do. “But if you’re finding yourself doing more of it because you’ve got more time on your hands, you just need to be mindful about not doing too much. “For the majority of people, doing
regular exercise is actually a really good way to improve immune function, providing a defence against viruses. “But you do need to be careful that you don’t go into that overtraining category where you might compromise your immunity.”
When it comes to injury prevention, rest days are crucial, says Dr Jackson, a specialist in sport and exercise physiology. Don’t fall into the trap of training all out, every single day – be sure to leave a 48-hour break between each vigorous session – and rest in between or reduce the intensity of effort. He added: “Lower intensity moderate exercise is usually okay. But if you’re doing something more vigorous, you’re more exposed to injury. “You might think ‘Right, I’ve got an hour each day, I need to make the most of it with a hard workout’. But there’s a danger of overtraining. “If you’re just starting out running, for example, stick to three times a week, with sessions of 30-45 minutes at first, and go from there. “Low-level activity like walking can be done more frequently, five or six days a week – but again be sure to factor in at least one full rest day.”
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Exercise injuries increase as Brits workout at home BRITONS are incurring injury as they make the most of their daily exercise allocation and new home workout routines, according to new research. Data shows a sharp rise in injury related internet searches, included those commonly associated with home exercise and running, since March 23, the date Boris Johnson announced that all but essential businesses were to close with immediate effect, found the research by fit4thefight, an initiative created to help fitness professionals to continue offering their services during the current COVID-19 lockdown. Google searches for knee pain have increased 471 per cent, in the weeks since strict movement rules were placed on the British public, while searches for sprained ankle increased 267 per cent in the same time period. Online queries for low back pain have increased by 157 per cent in a month-and-a-half, as Britons use incorrect form and posture for home workouts, which includes squats and lunges. Searches for solutions to press up pain were also at a 12-month high, with poor technique likely to increase the strain on joints. Anthony Franklin, founder and CEO of fit4thefight, added: “It is great to see millions of Britons increasing the amount of exercise they do while observing lockdown rules. “However, the lack of guidance from professionals and equipment means that the level of injuries has surged. “We would encourage people to seek advice from fitness professionals and personal trainers, and where possible complete exercise techniques and classes specifically tailored to them and their objectives. fit4thefight enables consumers to
Ensuring your members return after lockdown Anthony Franklin book one-to-one and group sessions helping people stay active, while staying home, and the app is full of choice and diverse classes.” The data also shows an increase in pained runners, with searches for shin splints up 194 per cent since March 23. Queries for pulled muscles are also up 80 per cent, as Brits do their own unguided workouts using makeshift equipment. The increased appetite for running outdoors comes as exercise is one of the few activities housebound Britons can leave their homes to do, while friends and family challenge each other to take part in exercise and donate to charity via social media. The popularity of home workouts led by Joe Wicks has also seen a wave of new people exercise from home. Due to hospital pressures and fears of infection, A&E department also recorded their lowest attendance in a decade during March, as the public turn to the internet to diagnose their medical problems and injuries before contacting a medical professional.
AS Covid-19 continues, many people are developing new workout habits. Sales consultant and trainer Marina Thomas explores how the industry can ensure it attracts members back when lockdown is lifted? The activity industry finds itself in a position of considerable threat. Two-thirds of the world’s gyms are closed – that’s 230 million members unable to attend a fitness facility*. It’s estimated the UK physical activity sector, which contributes £7.7bn to the economy annually, could lose 100,000 jobs and ukactive stats predict 35 per cent of gyms won’t survive. Yet this crisis also represents opportunity; there may even be a surge of gym users post crisis. So, when it comes to post-lockdown reopening, what’s a myth and where are there opportunities?
develop fitness journeys they began online during lockdown. Members’ newfound love of digital fitness is an opportunity to add something extra to your membership – a free, online addition for returning members, for example, or an onlineinterim option, while customers’ confidence is increasing. If you don’t have the resource to create unique online content, many suppliers have created free content, for example Precor’s master trainers have created online workouts.
Myth 1: People won’t rejoin – they’ll stick with online at-home workouts I believe people will be itching to get back to the gym and face-to-face interaction with staff. Regular gym goers will appreciate facilities even more and maybe some of the 85 per cent of the population who aren’t currently members may want to
Myth 2: Customers will fear for their safety The way to reassure returning customers is by demonstrating you’re knowledgeable and have a strategy in place, particularly around cleanliness. All public places will seem scary when we first leave lockdown so put yourself in your customers’ shoes; what would you want from your leisure facility? Keep it simple and consistent, share this with your team and train them, so their end goal is the same as yours. Customer confidence post lockdown will come from the communications you send now. *Source: data platform fitNdata
facilities after lockdown. “Our survey shows there are reasons to be optimistic. Not only do people plan to keep up their lockdown activity levels, the vast majority intend to do so in our clubs and leisure centres. “As well as this, there is a new market of people for operators to serve thanks to the number of previously inactive people who have developed a new
interest in fitness.” Consumers plan to maintain their exercise regimes after lockdown. Nearly 90 per cent of respondents expect their fitness levels to stay the same or increase, while 76 per cent of adults say that being confined to home has driven a desire to increase their exercise levels when the government starts to relax lockdown rules. Lockdown has sparked a new interest in exercise among those classed as inactive (taking part in less than 30 minutes of exercise a week). The findings show that 69 per cent of pre-lockdown, inactive consumers have increased their exercise levels. This suggests an opportunity for the sector to capitalise on consumer interest in fitness and to provide activity types that specifically target this group of new activity adopters post-lockdown. Tara Dillon, CEO of CIMSPA, added: “The findings show that a staggering 96 per cent of people who followed a workout from a fitness instructor from a local club would use the club/centre post lockdown – what an incredible endorsement of the value of our sports and physical activity professionals.”
Survey gives operators reasons to be optimistic
A NEW consumer survey, commissioned by leisure specialists TA6, shows that three quarters of adults (76 per cent) will prioritise their fitness and wellbeing after lockdown and 69 per cent of people who, prior to lockdown classified themselves as ‘inactive’, have increased their levels of physical activity while being confined at home. More than 4,000 people took part in the TA6 National Fitness Survey, which was distributed and analysed by TA6 powered by Alliance Leisure. It shows that exercise continues to play an important role in people’s lives, with more than half of respondents (59 per cent) saying they had maintained or increased the amount of exercise they are doing during lockdown. Conducted from April 20 to 29 across the UK, the survey results give leisure operators reasons to be optimistic. While three quarters of adults (74 per cent) had tried a home workout, only 12 per cent said they would only continue to exercise at home instead of visiting a local leisure centre or club. By contrast, 88 per cent of respondents plan to use the sector’s clubs and centres as part of their exercise routine post-
lockdown. And, a third of consumers who do not currently have a gym or leisure centre membership would consider taking up a fitness membership when restrictions ease. John Leaver, head of marketing at TA6, said: “Operators are understandably worried about the future and whether consumers will want to return to physical
WORKOUT WEEKLY
Clubbercise launches first online training courses WHILE many training providers have been postponing or cancelling courses due to the coronavirus crisis, Clubbercise decided to take them online instead. So far three ‘virtual’ courses and one workshop have taken place. Each online course includes a mixture of live training and offline study, plus new instructors are required to submit a video assessment after the course and can only teach Clubbercise classes once they’ve passed. 24 new instructors who were originally due to do their course in Glasgow were trained at the beginning of May. These instructors can also start making an income immediately thanks to Clubbercise giving permission for them to run online classes while social distancing measures are in place. Existing Clubbercise instructors were able to take part in one of two online ‘Kids Combo’ courses which allows them to teach family, under 13 and under 18 Clubbercise classes. In total 66 people took part and these classes can all be taught online, which opens up multiple new income streams and opportunities. Astley Sports Village in Cheshire is running four online family Clubbercise classes a week with an average of 40 clubbers per session. They also run a weekly Clubbercise class for adults with an average of 30 clubbers.
Mark Storie, director of Astley Sports Village, said: “Online Clubbercise is going really well. “My main focus at the moment is to keep engagement with current members while also trying to expand my online audience with the hope of new members joining us once we re-open. “To raise awareness of the sessions we ask attendees to tag us on social media in their post Clubbercise selfies.” Clubbercise instructors and licence holders were also able to take part in a specially designed online workshop called ‘RE:FRESH’. The main aims of the workshop were to give them the tools needed to make their online classes more successful and to connect the Clubbercise community during this period of uncertainty. Sessions included masterclasses from top presenters as well as talks from industry experts on subjects like ‘how to stand out online’ and ‘top tips for Instagram success’. Claire Burlison, Clubbercise founder and brand director, added: “I’m really happy that we’ve been able to take our courses online, it’s something that’s been requested for a while, even before coronavirus came along. “It’s a fantastic opportunity for Clubbercise to reach more people around the world, improving both their physical and mental health both at this difficult time and beyond…”
Chains to install hand sanitiser units at sites
IDS Media UK, producer of Messenger, a hand sanitising unit with a built-in 21inch digital screen that plays adverts in 10-25 second loops throughout the day, has strengthened its network. The UK business has formed new partnerships with PureGym and Better Gym to install units across their sites. Messenger has a contactless dispenser releasing Sterizar sanitiser liquid killing 99.999 per cent of bacteria and lasting for up to six hours on the user’s hands. It will be crucial in the weeks and months to come in light of the current coronavirus pandemic as consumer trends and behaviour around hand sanitisation change and gyms reopen. The unit is also a viable alternative to traditional advertising for forward thinking brands that are looking to bypass advertising fatigue and engage with a consumer that is actively thinking about their health, both mentally and physically. Messenger offers strong statistics surrounding length of engagement and dwell time and has proved extremely popular in gyms across the country to date. Better Gym’s national procurement manager Robert Jamieson said: “Providing a safe and clean environment to our customers has always been top of our agenda, however in light of the current situation using an advanced technology and market-leading platform like Messenger is now a necessity to communicate, help sanitise and ultimately provide a safe and clean
environment for our health conscious customers.” The unit, already popular in UK gyms, will soon be rolled out into retail environments and restaurants when the UK opens for business following the coronavirus pandemic. IDS Media UK’s project director Adam Taylor added: “It’s really encouraging to see that gyms do take hand hygiene seriously and we noticed in the several weeks before the gym closures that usage of our sanitising units in each gym quadrupled. “As gyms reopen, those that follow suit and pivot quickly to support new consumer needs will find themselves one step ahead. “There will be a new wave of consumers who are so acutely aware of the importance of sanitisation and therefore likely to feel more safe and secure in a venue that clearly takes this issue seriously and seeking out wellness messages in the same way that they are doing so from their homes.”
Advertiser’s announcement
Wattbike launches first smart group solution WATTBIKE has partnered with Intelligent Cycling®, innovators in indoor cycling technology, to bring world-first technology to the industry, which transforms indoor cycling into a truly smart, connected experience – whether at the gym or at home. Providing a brand new, unique class experience the Intelligent Cycling® technology connects to each Wattbike independently, personalising the resistance reaction on each bike to match the needs of each rider. This allows for everyone in the group to follow the same workout, regardless of their location, and at an intensity that suits their individual fitness level. Brian Overkær, CEO and founder of Intelligent Cycling®, said: “Intelligent Cycling® develops software to raise the game of indoor cycling with technology that really impacts a class, regardless of which instructor is coaching. “We’ve made our Intelligent Cycling® app free to download for home users, so instructors can now run virtual classes from their own
homes or studios by providing riders with a unique ‘Ticket to Ride’ to dial in to each live class.” This remote connection provided by Intelligent Cycling allows riders to dial in to a live class wherever they are, by using a four-digit Ticket to Ride that gives them exclusive access to the live class. Designed to create a motivational journey for the member, enhanced programming options for the instructor and a better business tool for the club owner, Intelligent Cycling software will put each Wattbike rider at the centre of their own personalised, immersive smart workout. Richard Baker, CEO of Wattbike, added: “Now, for the first time, software that displays an immersive user experience connects directly with the bike of the rider wherever they are, changing resistance to suit the portrayed environment and intensity of the ride. “This is the first truly smart group cycling solution. Welcome to the future of indoor cycling.”
Myzone partners with RAF charity to support its serving personnel MYZONE has teamed up with the Royal Air Force Central Fund to enhance the health and wellbeing of serving RAF personnel during lockdown. The partnership with the charity, which helps RAF personnel to access sport and physical activities, is designed to support and motivate personnel to exercise during the restrictions imposed during the COVID-19 pandemic. The affiliation sees the RAF Central Fund subsidising the cost of its MZ-3 belts for all serving RAF personnel, with the first 1,250 personnel receiving an 81 per cent discount on the RRP price. Jonathan Monks, director EMEA at Myzone, said: “Many RAF stations and personnel already benefit from Myzone. “We are thrilled to partner with the Royal Air Force Central Fund, just as government allows unlimited amounts of exercise outdoors, to support more men and women working in the RAF to
meet their fitness goals while connecting with their colleagues during this time of physical distancing.” Ross Perriam, CEO of RAF Central Fund, added: “We’re delighted to announce this new partnership, particularly at the moment as the coronovirus outbreak has put a temporary halt to RAF Sport and personnel being able to access Station gyms. “Having used one of their belts myself, I can honestly say they offer a fantastic way to monitor and record your exercise efforts and fitness levels. “And for those that like competition, the system also provides a great platform through which you can challenge yourself against others. “Through Myzone we hope to create a workout community that will bring us together through exercise when lockdown restrictions are keeping us apart.”
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15-16 SEPTEMBER
2020
THE FITNESS EVENT OF THE YEAR Visit Tomorrow’s Workout 2020 at Bolton’s Macron Stadium and you could find all that you need in one place - in one day • Over 50 key exhibitors with the latest equipment and services • 8 great seminars packed with ideas for your business • New products to improve your spend per member
Register before 31st July for FREE at:
www.tomorrowsworkout.co.uk Brought to you by
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