Health Club Management January 2011

www.healthclubmanagement.co.uk health clubEUROPE management JANUARY 2011

LEIS OF UR S E R M A E E D Y I 0 A

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INTERVIEW MARK MASTROV on the launch of a leisure media company Madonna’s Hard publication Candy gym chain FIT FOR THE PISTE Get your members ready for the ski slopes

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Subscriptions [email protected] Driven to change Denise Gildea +44 (0)1462 471930 If you look back four years, the consensus across the industry was Circulation Manager that it was time for a change – things had got a little boring. Michael Emmerson +44 (0)1462 471932 Operators were set in their ways and analysts talked about the need to break the mould, create new business models and challenge Editor Kate Cracknell the status quo, but nothing changed in spite of this recognition. +44 (0)1462 471906 Fast-forward to 2011 and things couldn’t be more different. It’s Editorial director taken the biggest financial shake-up of our lifetime, but there are Liz Terry signs the industry’s starting to innovate. The pace of change is picking up too, with a slew of new +44 (0)1462 431385 announcements giving indications of how things are likely to shape up as the year unfolds. Assistant Editors The first trend seems to be towards diversification into new sectors, as operators in public and Jo Talbot private sectors look for growth by attacking new markets. Leisure Connection, for example, has +44 (0)1462 471906 announced plans to move into private hotel gym management alongside its public leisure centre Katie Barnes contracts; it will run the health and fitness facilities for Park Inn Hotels. Meanwhile, in the trust +44 (0)1462 471925 market, Kirklees Active Leisure has announced it will launch into the low-cost gym sector by opening News Editor two budget clubs in Yorkshire this year. Tom Walker Medical ﬁ tness looks set to Local authorities are following GLL and +44 (0)1462 471934 Pendle’s lead and launching spas – the latest News Desk grow in 2011, with more being a Schletterer-designed, Décleor day Pete Hayman links with physiotherapy spa at St Neots leisure centre in +44 (0)1462 471938 Cambridgeshire and a new spa at Hyndburn Martin Nash and specialist health Leisure Trust’s Mercer Hall Leisure Centre. +44 (0)1462 471933 services. This will be If you’d asked a local government leisure Designers professional who Décleor was a couple of Andy Bundy backed up by the FIA’s years ago, they wouldn’t have had a clue, +44 (0)1462 471924 Joint Consultative Forum whereas now it seems spas are the new focus Ed Gallagher for both refurbished and new-build local +44 (0)1905 20198 with the medical sector authority and trust-managed facilities. Claire Toplis +44 (0)1462 471910 Other recently-announced initiatives include DC Leisure’s tie up with Magnus Scheving’s LazyTown TV brand to launch FitKid’s LazyTown Website Team Dean Fox Sports Clubs as part of DC’s programme to boost children’s fitness at its centres. +44 (0)1462 471900 Franchising looks set to be big news this year, especially in the budget sector, where énergie will Emma Harris push forward following its acquisition of nuyuu. Other entrants include truGym, which has +44 (0)1462 471921 announced it plans to grow through the franchise model, and New Evolution Ventures’ Crunch Tim Nash franchise, which is planning a global roll-out and looks likely to come to the UK at some point (see +44 (0)1462 471917 p34). In a related deal, Topnotch Health Clubs has just announced an agreement which will enable it Michael Paramore to use the Fitness4Less name to roll out budget health clubs, with ambitious growth plans in 2011. +44 (0)1462 471926 Medical fitness looks set to be big this year, with more links to physiotherapy and specialist health Publisher services being announced. This will be backed up by the FIA’s new Joint Consultative Forum, which Jan Williams brings the FIA together with a number of royal medical colleges and faculties with the aim of +44 (0)1462 471909 increasing the number of exercise referrals and drawing up new standards (see p20). Sales Add to this the launch of easyGym, the massive growth of social media and the impact this will Julie Badrick have on the industry, and the likelihood of the UK getting its first Madonna Hard Candy Fitness +44 (0)1462 471919 health club (see p32) and 2011 is already shaping up to be a pretty interesting year. John Challinor +44 (0)1582 607970 Liz Terry, editorial director Sarah Gibbs [email protected] Twitter: @elizterry +44 (0)1462 471908 Stephanie Rogers +44 (0)1462 471906 health club Astrid Ros management +44 (0)1462 471911 Financial Controller

MARK MASTROV Sue Davis on the launch of Madonna’s Hard Candy gym chain FIT FOR THE PISTE Get your members ready +44 (0)1395 519398 for the ski slopes

consumer opinion PAY STRUCTURES Findings from this year’s Financial Administrator HAFOS survey Denise Gildea +44 (0)1462 471930 NEWS AND JOBS UPDATED DAILY ON THE INTERNET leisureopportunities.co.uk Credit Controller CONTACT US The Leisure Media Company Ltd, Portmill House, Portmill Lane, Hitchin, Hertfordshire SG5 1DJ UK Rebekah Scott +44 (0)1462 733477 SUBS Tel: +44 (0)1462 471915 Fax: +44 (0)1462 433909 © Cybertrek Ltd 2011 january 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 3 welcome to HEALTH CLUB MANAGEMENT

Get your members fit for the slopes p45 Mark Mastrov on the new Madonna gyms p32 The logic of leasing p52

contents

03 editor’s letter A round-up of the growth sectors for 2011, from budget clubs to franchising and licensing

06 letters Dave Cummin on fitness testing and Peter Croney on the grey market

10 news round-up VAT rise to hit Portuguese clubs and Kirklees Active Leisure to launch budget gyms Facelift for Portsmouth’s Pyramids p48 16 international news Fresh Fitness clubs for Denmark and 22 competitive edge 36 rebirth of ravenscraig Alexander Group expands in China The latest fitness challenges, Amanda Ellison provides an overview including the BUPA London 10,000, of the redevelopment project at 18 people news Nightrider and Etape Caledonia Ravenscraig – including the new A new CEO for Edinburgh Leisure, £32m fitness and sports facilities plus three new FIA board members 24 diary dates We look forward to the key events 39 cold calling 20 fia update taking place throughout 2011, from Recent research suggests that Dr John Searle, chief medical SIBEC to LIW, FIBO to IDEA, and regular exercise could not only officer for the FIA, looks at the IHRSA’s 30th anniversary help people avoid catching a cold, opportunities presented by the new but that it can also help reduce Joint Consultative Forum 30 everyone’s talking about... the severity if you do catch one pay structures Should we overhaul our commission 40 getting crossfit structure so operational staff are Pete Hayman investigates the rewarded for retaining members, emergence of CrossFit in the UK, rather than just rewarding the sales a training method that places a person who signed the member up? strong emphasis on free weights

32 interview 45 hit the slopes mark mastrov Winter sports holidays are more fun The chair of New Evolution Ventures when you’re fit, says Kath Hudson – talks to Liz Terry about the launch of so help your members ensure they Madonna’s Hard Candy Fitness gym can hack the pace on the piste by £32m facilities at Ravenscraig p36 chain and plans for the global roll-out offering ‘ski fit’ training programmes

4 Read Health Club Management online at healthclubmanagement.co.uk/digital january 2011 © cybertrek 2011 JANUARY

Tips on keeping your club clean p68

Health Club Management is the FIA’s Public Affairs Media Partner

reader services

CrossFit takes a hold in the UK p40 Insight from the HAFOS survey p64 digital turning pages magazine 48 the rise of the pyramids 68 what, more cleaning? See Health Club Management online Julie Fisher reports on the £2.2m Four very different clubs explain healthclubmanagement.co.uk/digital transformation of The Pyramids how they meet the challenge of leisure centre in Portsmouth keeping their facilities spotless news & jobs For jobs and news visit the Health 52 balancing the budget 70 survival of the fittest Club Management website at We take a look at the rationale for Growth opportunities are there healthclubmanagement.co.uk leasing fitness equipment for the health and fitness industry, according to new Mintel research attention buyers! 55 professional beauty 2011 – but only if it taps into real Use our search engine to find Professional Beauty takes place in consumer needs suppliers and get innovation updates London in February fitness-kit.net 72 food for thought 57 a woman’s touch Feedback from delegates at the subscribe: Expert advice on bringing women recent IHRSA European Congress, Sign up for Health Club Management into the nutritional products category plus a summary of IHRSA’s 2010 at leisuresubs.com, or call: European Health Club Report +44 (0)1462 471915

For just over £20 per issue you can access over 10,000 motivated leisure 62 question time health club professionals committed to the industry management

To book your space call the sales team on DIRECTORY Tel: +44 (0)1462 431385

architects/designers We report back from the panel 76 embracing the public buyers’ guide: clothing & merchandise

To book your make fitness your advert call business with Britain’s leading fitness discussion at SIBEC Europe Kate Cracknell reports from the For suppliers of franchisor

EHFA EU Associations forum products and services To book your CASH-IN advert call in the health club 64 customer insight AV/sound Findings and analysis from the ninth 82 lightweights and spa markets,

To book John +44 (0)1582 607970 annual HAFOS survey into consumer Underwater hockey, plus does food turn to p78 your advert 0161 7943206 call the sales David +44 (0)1462 471902 Julie + team on 44 (0)1462 471919 01634 296 234 attitudes towards health and fitness taste better if you work for it? Jan +44 (0)1462 471909 january 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 5 JANUARY 11 LETTERS write to reply JANUARY2011

Do you have a strong opinion or disagree with somebody else’s views on the industry? If so, we’d love to hear from you – email: [email protected]

fi tness managers must increase focus on older users I couldn’t agree more with the editor’s letter in HCM NovDec 10 (p3). Our power-assisted products are specifically aimed at the 50+ and deconditioned markets and are used in a number of leisure facilities across the UK. This allows the centres to engage a host of new members who would never have dreamed of setting foot in a ‘normal’ gym. The local authorities we work with are well aware of need for social inclusion in their centres and are also savvy enough to realise the commercial potential that can be gained from focusing on this. Yet sadly there are still many fitness managers who are more interested in which brand of treadmill is compatible with their iPod, rather than the fitness options they offer for older users. Many don’t even know the difference between air hydraulic and power-assisted systems, and a lot of the schemes aimed at older users are token gestures that are often ill researched and, in many cases, patronising. énergie Fitness for Women has 16 clubs aimed exclusively at older women I feel we’re moving in the right direction and initiatives such as IFI are doing wonders to drive things forward. énergie fi tness for women: But I believe this is something all fitness mangers must turn their attention to, targeting older females to ensure that these age groups are effectively catered for within the industry. I read your editor’s letter concerning must be more subtle; and, crucially, the rachel hobbs the senior market in HCM NovDec 10 audience will not view itself as ‘senior’, business development director, (p3). This market certainly represents an so trying to identify the market by age shapemaster uk opportunity for operators: the UK’s 65+ alone will be ineffective. age group is set to grow by 63 per cent Our seniors’ clubs offer a motorised over the next 25 years. health and wellbeing circuit comprising In fact, we already have 16 clubs 10 Motortone machines – an accessible, catering exclusively for seniors in the active yet gentle exercise solution PICTURE: WWW.SPORTENGLAND.ORG UK, with a further eight in the pipeline. specifically for the mature market. The kit They’re perhaps slightly under the radar in is designed not only to aid CV fitness and that they’re part of the énergie Fitness for weight loss but also to improve mobility, Women portfolio – we don’t differentiate flexibility, energy levels, strength and these senior clubs in branding terms. posture. It’s these types of improvement However, they are significantly different that can make the significant differences in their offering as this market has very in the lives of seniors: the difference different needs: mobility and fitness as a between being able to get up the stairs or way to improve quality of life is key, even to walk to the local shop without feeling over weight loss; a sense of community at pain or being out of breath. a club is vital; clubs are better when they peter croney Fitness managers must turn their do not look like gyms; the sales process ceo, énergie fi tness for women attention to catering for older people

6 Read Health Club Management online at healthclubmanagement.co.uk/digital January 2011 © cybertrek 2011 STOP! ASK YOURSELF

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Hotel Management Health & Fitness Spa, Wellness and Beauty Meetings & Incentives JANUARY 11 LETTERS write to reply

crossing the bridge between wellness and healthcare

I’ve been avidly following the articles produces a percentage risk of a regarding member ‘top to toe’ testing cardiovascular incident within the next 10 (HCM Sept 10 p32 and HCM Oct 10 p28). years. A greater than 20 per cent score I spent almost 30 years in the fitness triggers an automatic email to the GP and sector and appreciate its entrepreneurial relevant third parties such as the smoking ethos. Clinical testing could not be more cessation service. The data can also be different: every aspect of design has automatically updated to the patient to be evidence-based before it can be management system at the surgery. released to the mass population. In short, the ability to test a patient One of my roles has been overseeing (or member) and directly post the the service delivery of NHS health data from the health club/spa to the DC Leisure has created a new role checks into the community, co- GP surgery has arrived. based on same philosophy as TAG ordinating district nurses and healthcare The Cardio Pod is also a mobile assistants to identify patients (through device, making it an ideal tool for a outreach essential for GP surgeries) and to perform health pre-sale environment, either at or away nation’s future wellbeing checks in diverse locations such as from the club – imagine the impact of I was interested to read your recent mobile buses, outreach events (football performing a 15-minute health check on interview with Fred Turok, creator of matches/street fairs) and pharmacies. a prospect while at the same time adding the Transforming a Generation (TAG) Our iPad-like technology – the them to the prospecting database. charity (HCM Oct 10, p42). Cardio Pod – measures blood pressure, An operator working in conjunction Actively involved with TAG, we have cholesterol, BMI, lifestyle analysis and with its PCT, using technology that recently created a new job role within more, and can be configured to run bridges the needs of both, will I believe the leisure industry for 18- to 24-year- other clinically-approved protocols open the door for greater volumes of olds: the Community Activity Leader relating to ECG, depression, anxiety and patient testing and more new members (CAL). Built on the same philosophy occupational health conditions. who will be healthier. as TAG – to expand the job market for The subsequent report shows results, david cummin today’s NEETs – we felt it necessary to goals and expectations, but fundamentally sales director, telehealth solutions ltd create a new position that focused more specifically on community outreach to aid the nation’s health and wellbeing. The CALs will work closely with school sports partnerships and community centres to access hard to reach communities and identify the diverse leisure needs of local residents. By March 2011, it’s anticipated that 250 CALs will be in full operation to encourage maximum usage of the UK’s leisure facilities. The three-week intensive training programme, delivered by Lifetime, will comprise similar modules to that of TAG (exercise, fitness and physiology) while also including community outreach, health, safety and welfare, and an employee induction into ‘The More Active Health Programme’ powered by MEND. On completion, the youngsters will gain a REPs Level 2 qualification in readiness for their five-month phase of employment. The CAL venture is a strong addition to the Future Jobs Fund portfolio. richard millard The Cardio Pad technology can help bridge the gap between health and ﬁ tness sports development director, dc leisure

8 Read Health Club Management online at healthclubmanagement.co.uk/digital January 2011 © cybertrek 2011 Escape with

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in brief... vat hike to hit portuguese clubs

gym group secures funding Pedro Ruiz, CEO of Portugal’s Low-cost health club operator The largest health club chain Vivafi t, Gym Group has revealed that it has has warned that up to a third secured a £20m funding package of clubs in the country could towards its plans for expansion. be forced to close due to Primary investor Bridges Ventures the government’s decision to and a ‘revolving credit facility’ from increase VAT on fi tness from 6 HSBC will help fi nance the group’s to 23 per cent. move to grow its UK portfolio. The raising of the levy The Gym Group is looking to comes just two years after the acquire up to 20 sites during 2011 government cut VAT on fi tness and aims to expand its estate to 50 and all supervised physical clubs over the next two years. activities from the standard rate CEO John Treharne says: “Our of 19 per cent to just 5 per cent. ability to secure substantial fi nancial VAT since rose to 21 per cent, backing – at a time when capital is and the fi tness tariff to 6 per so constrained – is testament to the cent – but now fi tness is being robustness of our business model.” pushed back into the general The Gym Group launched its fi rst VAT category, which rises to 23 club in 2008 and now has 14 sites. per cent this month. Speaking to HCM, Ruiz construction begins on accused the government of st albans wellness complex ‘persecuting’ the fi tness sector: Preparatory work has now started “Since the government’s on a multi-million pound scheme announcement of the to revamp the Westminster Lodge increase in tax, the number of Leisure Centre in St Albans, Herts. membership cancellations at It’s feared that up to a third of clubs in A number of buildings will be clubs has skyrocketed to levels Portugal could be forced to close demolished to make way for the never seen before. Hundreds new facility – which has been of fi tness clubs are already closing their government agencies, whose mood was designed by S&P Architects – with doors and I expect at least 30 per cent bolstered by extremely subjective and the main construction phase due of facilities to close during 2011.” quite aggressive media coverage. to get underway this month. Ruiz does, however, admit that “In hindsight it’s clear that many The new Westminster Lodge the government’s decision was taken operators did not communicate their Leisure Centre, which is due mainly due to the reluctance of fi tness pricing and VAT strategy well enough to for completion in summer 2012, operators to pass the 2008 cut in VAT their members, and consequently paid will feature a 200-station fitness directly on to members. Nick Coutts, the price in terms of a loss of ‘goodwill’ suite with group cycling studio, a former CEO of Holmes Place Iberia, from key stakeholders across the sector.” four-court sports hall, 647sq m agrees: “It’s absolutely clear that Coutts adds that clubs in Portugal (6,964sq ft) of water space and a the fi tness sector is to some extent now face three options: “The fi rst is to 500sq m (5,382sq ft) spa area. continuing to pay the price for not increase prices, but this is sure to anger ‘playing ball’ three years ago,” he says. existing members and make recruiting nottingham leisure “The government’s decision to clarify new joiners even more of a challenge. scheme gets under way VAT at a signifi cantly reduced rate back “Even if clubs decide to maintain Construction work is underway in 2008 was a positive one, but the current prices, they’re unlikely to on Nottingham’s new £9m Victoria communication process was fl awed as receive much gratitude from members Leisure Centre, designed by the government also advised members as they’re sure to see it as the club’s London-based architects Levitate. to ‘expect’ a mandatory signifi cant obligation to their loyal members. Parts of the former facility, subscription rate discount from their “Clubs could implement a ‘hybrid’ which shut on 1 April 2010, have clubs. Members were even encouraged approach, maintaining prices for existing already been demolished to allow to submit legal claims against operators members and increasing prices for new for construction to commence. A who did not pass on the full value of the joiners. However, in reality this will six-lane, 25m family swimming pool VAT reduction with immediate effect. mean a massive fall in margin and profi ts with separate kids’ pool and fun “Several operators did lower prices, from existing database revenues, as splash play area will feature at the but these reductions were implemented well as a far tougher task in terms of heart of the development, along during a six- to 18-month period following generating new sales. And all this during with fitness and health suites. the VAT reduction. Meanwhile, clubs ran a time when the Portuguese economy is the gauntlet of upset members and various suffering its worst period in decades.”

10 Read Health Club Management online at healthclubmanagement.co.uk/digital january 2011 © cybertrek 2011 news and jobs updated daily on www.healthclubmanagement.co.uk edited by tom walker. email: [email protected] M3 INDOOR CYCLE M5 ELLIPTICAL AIR RESISTANCE RANGE

Each new gym will provide a minimum of 120 exercise stations trust to launch budget chain

Leisure trust Kirklees Active Leisure of CV and resistance – with equipment (KAL), which operates community to be provided by Technogym. leisure services in West Yorkshire, is KAL chair David Heddon says: planning to open two budget gyms in “Budget gyms are a way of expanding the Huddersfi eld and Dewsbury areas. and reaching those who want to The non-profi t KAL currently focus on using fi tness equipment and manages 11 sports centres and attending classes at a reasonable price. swimming pools on behalf of the local “We’re looking to expand our council and is looking to become the portfolio and run this new membership fi rst budget gym operator in the region. option alongside our other quality Plans are to be developed further products and services.” over the coming months, with the It’s expected that KAL’s budget gym aim of a late summer 2011 opening memberships will be priced at around for the Huddersfi eld site. £15 a month. Membership will include Each new gym will provide a minimum access to a range of group exercise of 120 exercise stations – a combination classes, as well as to the gym. half a million members to vote for clubs

Entries are fl ooding in for the “We’re providing every club that inaugural Health Club Awards. takes part with a personalised media The competition is unique because, pack to help kickstart their marketing. “Keiser’s Functional Trainer works any movement in any plane and unlike other awards, the winners are “The competition will also encourage allows us to train both power voted for exclusively by members, staff to communicate with members, and speed. This flexibility and who rate their club on the level of making them more aware of the range of solutions supports our service and facilities. This makes the facilities and creating a more friendly new way of working and means awards a true mark of each club’s and relaxed atmosphere in clubs”. that our players are not merely ability to meet the different needs and Over half a million health club training for training’s sake.” requirements of their clients. members will currently have the Simon Brown, MD of Awards for chance to vote for their club during the Tony Strudwick Head of Sports Science at Business – which owns the new awards voting period, which runs from January Manchester United Football Club – says: “By asking members, we’ll find to March 2011. Clubs can sign up to the out who’s giving the best membership competition for free until the end of value in regions around the UK. The this month. To fi nd out more, go to awards are designed to help clubs www.healthclubawards.co.uk or call promote themselves in their area. +44 (0)1892 610245.

Keiser UK Ltd 0845 612 1102 january 2011 © cybertrek 2011 11 www.keiseruk.com update news

in brief... derby launches

‘radical’ approach to £50m strategy public health unveiled Derby City Council (DCC) has Health Secretary Andrew Lansley launched a new £50m leisure strategy has announced plans for a ‘radical’ in a bid to support regeneration new public health service to projects across the city. encourage people in England to It follows the unveiling of a £10m adopt healthier lifestyles. regeneration fund, which will support Public Health England will see the The government will provide £1m mixed-use schemes and help leverage government hand over more power £85m of private sector investment to local authorities, with ring-fenced active at 60 to over a three-year period. funding from within the overall NHS The strategy includes the provision of budget to be made available. launch in spring two new ‘hub’ facilities – a 50m Olympic The Department of Health swimming pool and a multi-use sports, estimates that around £4bn will be The government has earmarked £1m for leisure and entertainments venue. spent on the delivery of the new a scheme that aims to empower older DCC wants to ensure that it service, which will also incorporate people to keep physically active. maximises the regeneration potential industry, charities and other Community groups in 30 areas across of the two schemes to help establish a government departments. Plans the UK can now bid for money through network of smaller facilities across the include ensuring communities are the Active at 60 initiative, designed to city. Private developers and operators designed for ‘active ageing’, as well as help older people who are at risk of have been invited to meet with council giving every child the opportunity to loneliness and social isolation to ‘make ofﬁ cers in the coming weeks. beneﬁ t from the ‘best start in life’. the most of their later lives’. DCC leader Harvey Jennings says: The coalition government is “This is a statement of the council’s gym4all to open providing £1m to fund the project, intent to play a major and leading new bradford site which will launch this month. role in stimulating the market for Budget health club operator The Minister for Pensions, Steve development and leisure in Derby.” Gym4all is to open a new Webb, says: “We hope Active at 60 will 15,000sq ft (1,394sq m) facility make a real difference to the quality at Bradford’s Leisure Exchange of life of those approaching retirement development in West Yorkshire. or who have just retired, by improving The Bradford club will become their wellbeing and preventing the risk of Gym4all’s fourth club, having secured social isolation as they grow older.” sites in Basildon in Essex, Croydon Each local community organisation in South London, and Nottingham. within the selected areas will be The club will feature more than 170 expected to recruit at least one Active CV stations, resistance equipment at 60 community agent, who will and free weights. volunteer their time to help motivate Property agent Christie + Co and organise people to become more was appointed by Gala Coral Group active – physically, socially and mentally. to secure the letting of the unit to The scheme is backed by the Gym4all, represented by Savills. Department for Work and Pensions. Derby: A network of smaller facilities

www.servicesport.co.uk supplier news

Products including Maximuscle and Maxitone will join the GSK portfolio gsk acquires maxinutrition Pharmaceutical giant GlaxoSmithKline sales of £36m for the ﬁ scal year (GSK) has entered into an agreement ended April 2010. to acquire Maxinutrition Group According to John Clarke, president Holdings, the manufacturer of protein- of GSK’s consumer healthcare division, enhanced nutrition products, from the deal will extend GSK’s reach into Darwin Private Equity. wider categories, complementing its The £162m deal will see GSK combine existing Nutritional Healthcare business. its existing portfolio of consumer “This deal will give GSK a strong healthcare and beverage products – presence in the fast developing protein- including the Lucozade brand – with based sports nutrition market,” he says. Maxinutrition’s brands, which include “GSK will invest behind the popular Maximuscle line, as well as Maxinutrition’s products to extend the female-targeted Maxitone range. the growth of its UK and European Maxinutrition is currently Europe’s footprint and expand to the global largest sports nutrition company by marketplace, where GSK has existing market share. The company recorded infrastructure and capabilities.” star trac expresso goes transfers assets tweeting

Star Trac, the fi tness equipment supplier, Children’s fi tness equipment has fi led an assignment for the benefi t of supplier ZigZag has launched creditors, effective immediately. new software for its internet- All assets of Unisen, Star Trac’s linked Expresso bikes that allows parent company, have been transferred riders to share their exercise to a new corporate entity, Core milestones on Facebook and Industries. The fi rm says that the Twitter. Friends and followers can purpose of this process is to “develop then click to accept the challenge a comprehensive strategic plan to and attempt to beat the score. properly monetise the assets for the The software allows clubs to benefi t of creditors and to improve Star interact with members, linking the www.kraftdesign.co.uk Trac’s balance sheet to create a healthy cardio fl oor with social media sites. company going forward.” january 2011 © cybertrek 2011 13 news and jobs updated daily on www.healthclubmanagement.co.uk independent

parkwood sells hitchin club

Hertfordshire-based independent operator Fitness Connection has acquired Parkwood Leisure’s club in Hitchin for an undisclosed sum. As a result of the sale, the two businesses will be amalgamated and Fitness Connection members will transfer to the Parkwood site. The business will operate under a new name – Xchange Fitness. Contracts have been exchanged Parkwood’s Hitchin site has been and the deal completed last month. acquired by Fitness Connection The new business will start with nearly 2,000 members. motivating and exciting place to be, Fitness Connection director Mike focusing on members’ fi tness”. Kershaw says: “Both of the old clubs Parkwood Leisure CEO Andrew have struggled to move forward in Holt adds: “We have benefi ted from recent years. We wanted to take an a local opportunity to dispose of our ambitious step to offer members of Hitchin club, but remain committed both sites a new deal. to our strategy of selectively growing “Our offer will include a new our membership base in the private fi tness centre offering a fun, health and fi tness market.”

budget gym looking at franchise model

The owners of the independent truGym budget health club in Maidstone, Kent, are looking to open new sites across the UK. Parm Singh, director of truGym, told HCM that, as part of the expansion plans, he was looking at attracting potential franchisees from ‘different business backgrounds’. He added that there are plans to open a further two sites in early 2011 – Independent truGym is now looking in Medway and south London. to expand through franchising second london studio for faster Independently-owned personal training provider FASTER has recently opened its second studio in London. The 186sq m (2,000sq ft) studio, located in Baker Street, is equipped with strength and cardiovascular equipment from Star Trac. John Hardy, founder and CEO of FASTER, says the company’s philosophy is based on personal training being “effective and enjoyable”. He adds: “We assess each FASTER client to monitor their movement and how they use their body, before devising a programme for them.” The equipment at the new studio Founded in 2006, FASTER opened its has been supplied by Star Trac ﬁ rst studio, on Hyde Park corner, in 2009.

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©2010 Life Fitness, a division of Brunswick Corporation. All rights reserved. Life Fitness is a registered trademark of Brunswick Corporation. Integrity is a trademark of Brunswick Corporation. iPod classic, iPod nano, and iPod touch are trademarks of Apple Inc., registered in the U.S. and other countries. “Made for iPod” means that an electronic accessory has been designed to connect speciﬁcally to iPod respectively, and has been certiﬁed by the developer to meet Apple performance standards. Apple is not responsible for the operation of this device or its compliance with safety and regulatory standards. Please note that the use of this accessory with iPod may affect wireless performance. Compatible with iPod classic, iPod nano, and iPod touch. international news

in brief... hercules fi tness center for uae Hercules Fitness Center in the United A mixed gym and a ladies-only healthcity buys fi tness fi rst Arab Emirates (UAE) held its offi cial gym are on offer at the new centre. Fitness First has announced its opening ceremony in October. Facilities at the club comprise a cardio intention to sell its Benelux business Located in the Al Quoz area of Dubai, zone, strength zone, free weights area, to HealthCity International. the 1,200sq m club has been equipped stretching zone, mind-body studio, The decision, announced in by Technogym, complemented by group exercise studio, circuit training November, will see the 57 clubs Concept2 rowing machines. studio, assessment room, sauna/steam/ trading under the Passage Fitness spa pool, massage rooms, a prayer First, Fitness First and Just Fit brands room and a barber shop. pass to HealthCity, which already has Individual memberships are available 152 clubs in the region trading under for three, six and 12 months at a cost of the HealthCity and Basic Fit brands. 1,400Dhs (£230), 2,500Dhs (£420) and Colin Waggett, CEO of Fitness 3,950Dhs (£665) respectively. Corporate First, says: “This is an opportunity and student deals are also available. for us to redirect resources and The Hercules Fitness Center brand management focus into higher is owned and operated by UAE- growth markets, particularly Asia.” based Al Qudra Sports Management, Rene Moos, CEO of HealthCity, which operates 41 clubs. Hercules adds: “We are very pleased to be The 1,200sq m club has been kitted Fitness Center is the company’s latest able to add this portfolio of clubs to out by Technogym and Concept2 premium fi tness offering. our estate, further strengthening our market leading position in both full- service and budget clubs.” new cv kit for boston university An interview with Rene Moos, CEO of HealthCity International, will Boston University, US, has re-equipped appear in the next issue of HCM. its cardio fl oor, installing 120 new machines: ellipticals and treadmills from rebrand for jackie skelly Precor, plus fi ve Trixter Xdream bikes. The énergie Group has completed Facilities at the centre include a the rebranding of all nine former 1,670sq m weight training and CV area, Jackie Skelly gyms in Leinster, Ireland. group exercise studios, an aquatic centre énergie acquired the Jackie with recreational and competition pools, Skelly estate in May 2010. an elevated jogging track suspended above Following an investment of over a four-court multi-purpose sports hall, 1.8m, the UK company has a second sports hall with three courts, effectively changed the look and a climbing wall, a 223-seat dance studio/ feel of each club, including a new theatre space, racquetball/squash courts colour scheme, new furnishings and a sports medicine/rehab centre. and fl ooring, as well as a suite of Membership is free to full-time brand new Precor equipment for students and the centre receives The newly-equipped gym features the Ballsbridge and Clarendon around 4,500 student visits a day. Trixter Xdream bikes Street clubs and new equipment for core and functional fi tness training throughout the estate. alexander group expands in china It has also introduced a biometric cardless entry system. The Alexander Dalian Xi Zhi Gu evaluation room, indoor swimming Health Club opened in Dalian, pool and a spa. The gym has been reebok partners fitness first China, in October last year. equipped exclusively by Precor. Reebok and Fitness First Germany Owned by the Alexander Group, it’s Located in the city’s most upmarket this month launch a new partnership the company’s fi rst club in Dalian and residential complex, the Xi Zhi Gu designed to “cover fi tness from its 12th in China, joining an existing Residence, annual membership fees every angle and turn it into a fresh portfolio that comprises six clubs at the club cost RMB5,000 (£460) and exciting experience again”. in Shanghai, three in Beijing, one in excluding swimming, or RMB10,000 The collaboration extends Ningbo and one in Suzhou. (£920) including swimming. across 102 Fitness First clubs in Facilities at the 5,239sq m club The group now has plans to open Germany and will focus primarily on include a team sports studio, strength a further seven sites in 2011: four in marketing. The close involvement of and cardio areas, a group cycling studio, northern China, one in Chongqing, one retail partners is also planned. multi-functional stretching area, health in Chengdu and one in Fuzhou.

16 Read Health Club Management online at healthclubmanagement.co.uk/digital january 2011 © cybertrek 2010 news and jobs updated daily on

www.healthclubmanagement.co.uk edited by kate cracknell email: [email protected] ! ! ""

!"# Fresh Fitness: The budget clubs offer large gyms as well as group exercise fi tness gets fresh in scandinavia Fresh Fitness has opened its fi rst two running as virtual classes, with videos clubs in Denmark, located in Copenhagen. licensed from online health club Wexer. The budget concept has been launched The clubs are accessed using RFID- in Denmark as a joint venture between chip technology from Gantner, which is Just Fitness in Denmark – led by former also used to charge for showers, classes CEO of fi tnessdk, Rasmus Ingerslev – and vending machine purchases. and Nordic market leader SATS. “It was a deliberate policy to fi nd an The two clubs – measuring 1,300sq m external partner for the new business,” !"# ! $ and 1,500sq m – offer gyms with around says Johan Nilsson, strategy & concept 100 pieces of equipment: refurbished director at SATS. “When you develop Life Fitness CV kit and strength kit from a new model, it’s vital that it does not Ukrainian company Inter Atletica. get ‘killed’ by the existing organisation’s Each club also offers two studios: culture and views of the market.” !"# $ a ‘cycle cinema’ and a group exercise The fi rst Fresh Fitness opened in studio. The latter offers an extensive September in Norway, with SATS in programme of 220 sessions a week, partnership with local Fresh CEO Paal some led by instructors and others Hansem. A second is now open in Oslo.

!" $ trac re-opens in australia The Thomastown Recreation and studio, a 200sq m group exercise studio, Aquatic Centre (TRAC) – a council- a basketball/multi-purpose sports court, owned facility in Thomastown, Victoria, a 20-person spa, deck sauna and steam !"#$ Australia – has re-opened following a room, crèche, café and function room. A$29.2m (£18m) reconstruction project. TRAC has been equipped by The new centre, which is managed by Technogym, the Australian Barbell Belgravia Leisure, offers a wide range of Company, AV Media Solutions, Gantner facilities for A$60 a month. There are and Links Modular Solutions. Technology ﬁ ve swimming pools and two gyms – the is a focal point: all 50 pieces of cardio in main 450sq m health club gym and a the facility are ﬁ tted with Technogym’s special 100sq m ‘programme’ gym for new VISIO screens, while each member use by groups such as teenagers, women is given a personalised wristband for only, seniors and personal training. turnstile access, locker activation and ! "! # $ % &&' There’s also a 70sq m group cycling cashless purchases in the club. january 2011 © cybertrek 2010 people news

edinburgh appoints john comiskey Edinburgh Leisure, the trust that manages sports and leisure facilities on behalf of The City of Edinburgh Council, has named John Comiskey as its new chief executive offi cer. Comiskey, who was fi nance director for Edinburgh Leisure and interim chief executive, takes up the role on a permanent basis following the resignation last year of Keith Jackson after 12 years Andrew Fortune (above) replaces at the helm of the organisation. Lee Pearson at Total Fitness The appointment also comes three months after the appointment fortune for of Dr Charles Winstanley, chair of NHS Lothian, to the position of chair total fi tness of Edinburgh Leisure. Comiskey says: “I am delighted Comiskey: Edinburgh Leisure CEO Health club operator Total to accept the role as new CEO for Fitness has named Andrew Edinburgh Leisure and look forward worked with the committed and hard- Fortune as its new fi nance director to leading the organisation to further working staff of this organisation for the – the group’s second senior success in delivering sport and leisure last two years, I’m really pleased to be appointment in as many weeks. for the people of Edinburgh. Having asked to take on this role.” Fortune has been tasked with guiding the company’s fi nancial strategy as it looks to invest £5m interim boss for peak pilates in upgrading its 24 UK sites across northern England, Wales and Ireland. Mad Dogg Athletics – based in Peak Pilates was founded by Lobdell He replaces former fi nance California, US – has announced that in 1996 and expanded from a local director Lee Pearson. Vic Hart, founder and president of pilates equipment manufacturer into The announcement of Fortune’s Hart Wood, will join Peak Pilates in a worldwide supplier and provider of appointment follows the recent the role of interim president. pilates education. return to Total Fitness of sales Hart’s appointment follows a long- Hart says: “I am truly excited about and marketing director Joanne standing manufacturing relationship working with Mad Dogg Athletics and Hallam. Hallam rejoined the health between Hart Wood and Peak Pilates, Peak Pilates. The creative synergy is and fi tness chain after it was and Mad Dogg Athletics’ recent already apparent and I look forward acquired by its management team, strategic investment in Hart Wood. to continuing to support the pilates backed by Barclays Ventures. Hart replaces Julie Lobdell, founder community in any way possible.” and former president of Peak Pilates, Peak Pilates was acquired by Mad who is leaving the company. Dogg Athletics in 2009. in brief...

new director for marketing trio joins siv fi a appoints three new expanding soko Sheffi eld International Venues (SIV) directors to the board Chinese operator SOKO Fitness has made three new appointments The Fitness Industry Association & Spa Group has appointed Colin to its marketing team. (FIA) has appointed three new Sung to its board of directors. Ponds Forge International directors to its board. Sung will take up the role of Sports Centre’s new marketing and The new members are John independent director and chair promotions manager is Neil Ellis, Cleland, chief executive of Esporta; of SOKO’s audit committee. He while Mark Leeson has been appointed Innes Kerr, group operations director joins SOKO from telecoms and as Don Valley Stadium’s new marketing at énergie; and Debra Stuart, chief entertainment company Linktone, executive, overseeing the development executive of Premier Training. where he was chief fi nancial offi cer and implementation of promotional Dave Stalker, FIA executive director, and deputy chief executive. campaigns at the venue. Ged Lightfoot says: “With increased credibility of Sung will replace Gideon Kory, who has taken the position of marketing the industry within the public health is resigning from SOKO’s board to and promotions assistant, responsible agenda, there has never been a more pursue other interests. The group is for the ‘foodetc’ brand across SIV’s important time to have a wealth of due to open its fourth site in Beijing. portfolio of 15 venues. experience sitting on the FIA board.”

18 Read Health Club Management online at healthclubmanagement.co.uk/digital january 2011 © cybertrek 2011 S\Y\db`\[ 6@F

PEOPLE PROFILE d\_XV[T

kris tynan PNYYS_RR New Zealander Kris Tynan has worked in and around the UK health and ﬁ tness industry % &! % since the late 80s. She’s just published a book entitled The Interactive Instructor

What changes have you seen in operational. Let’s face it – consumers will the UK industry over the years? be fi ne with paying less money to use a Since I started working in a converted facility where they don’t get any contact, squash court in the late 80s in because they weren’t getting any attention Birmingham, facilities have proliferated at their old, higher priced club anyway. – they’re bigger and better and full of hi- This may force the more conventional tech equipment. That’s all a huge positive, clubs to up their game on the customer but generally the level of meaningful service front and differentiate themselves. interaction with our members and We’re not making much of an in-road customers has not improved a jot. In fact, into market penetration: it seems to in most cases it has gone backwards. hover around 10–15 per cent wherever you are in the world and hasn’t moved Why can’t we seem to master much over the last decade. However, member interaction as an industry? there are some really exciting possibilities There are many reasons I think. for us to move into other areas of A key reason is the fact that our improving people’s lives beyond just their customers have low expectations of us. physical capabilities. We’re a bit fi xated on When members stop going to the gym, our members wanting to lose weight and they don’t immediately think it’s because look good, but there’s a lot of scope in the health club or leisure centre didn’t the areas of helping people feel happier engage with or motivate them – they’ll and more grounded, for example, as well blame work or family commitments or as feeling content beyond being a size their own lack of discipline. We’re not eight and having a six-pack. ‘pushed’ by the customer. Without wanting to sound too left-fi eld, But of course, the short answer to why there’s so much we can learn from Eastern we haven’t cracked member interaction religions to enhance the way we feel – is that we don’t want to commit the meditation, visualisation techniques and so necessary resources to training, coaching on – that we could teach our members. and rewarding instructors for doing so. This would give them far more for their membership than they get right now. Where do you see the industry going in the next fi ve years?? Any further plans for The We’re seeing the new budget clubs Interactive Instructor material? coming through now. They should do I’m going to create a website that will well as long as they’re kept clean and become a community of like-minded people who can share ideas, best practice and resources. Being interactive with members is not for everyone, but I’d like to draw together those who do believe that being more interactive can make a difference and offer them support. www.escapefitness.com/functional

HCM has six copies of The Interactive Instructor to give away. Copies will go to the first six emails received: Do members expect interaction? [email protected]

january 2011 © cybertrek 2011 19 ﬁ a update news Exercise: Medicine for Life

Dr John Searle, chief medical officer for the FIA, looks at the opportunities for the fitness sector presented by the new Joint Consultative Forum

ur industry has long known O that there is huge potential to make a positive contribution to the health of nation, not only by preventing disease but also through the treatment of disease. And now we’re joining forces with the medical profession to do something about it. The evidence is well established that, for so many patients who visit the doctor every day, exercise represents a practical and effective treatment.

However, exercise has not, to date, PICTURE: WWW.ISTOCKPHOTO.COM been used regularly in primary care. Over a year ago, the FIA set out to solve this problem and fi nd a place for exercise in the treatment of disease. The fi rst step was to enlist my expertise as the organisation’s fi rst ever chief medical offi cer. It quickly occurred to me that the principal reason why exercise is not yet a routine part of healthcare is that Position of influence: 78 per cent of people visit their GP at least once a year the medical profession that prescribes treatment, and the fi tness sector that representatives of the Royal College of but also in contributing to the wider delivers exercise, do not talk. General Practitioners shared a table public health strategy. Doctors are in a unique position to with exercise professionals to go over encourage people to exercise and be the finer points of exercise in healthcare. exercise referral guidelines active: 78 per cent of the population After three meetings, the forum Now that the forum has been visit their general practitioner at least is now offi cially established and we established, with the support of the once a year, and the fact remains have agreed the following terms of fitness sector and the Department of that people will listen to what their reference: the role of the forum is to Health, it has been agreed that its first GP has to say. If the doctor gives a facilitate the provision of advice – to task will be to draw up new standards prescription, we tend to follow it. the medical and health professions, the in exercise referral. Doctors also look after people fi tness sector, healthcare commissioners Exercise referral has a long history with chronic illness and can prescribe and other relevant institutions and in the UK, with 800 schemes already exercise as part of their treatment. It agencies – on exercise in the promotion operating across the country. is therefore essential in my opinion of health, exercise in the prevention of However, it has been shown that these that fi tness and wellness professionals ill health and the use of exercise in the schemes do not share any consistent work together to make exercise a management of disease. evaluation, exit strategies, initial normal part of healthcare. This is the fi rst time that the Royal assessments – the list goes on… This is Colleges of General Practitioners, not to say that there are not fantastic it’s good to talk Physicians, Psychiatrists, Paediatrics and individual schemes in operation, but So my objective was clear: to get the Child Health, the Faculty of Sport and it does show the need for national two professions talking. To achieve this Exercise Medicine, the Faculty of Public standards created jointly by the fi tness at a national level, we spent a year in Health and the fi tness sector have ever sector and the medical profession. discussions with the relevant Medical agreed a way of working together. For the fi rst time ever, the Joint Royal Colleges with a view to setting up It brings many opportunities to Consultative Forum gives the fi tness a Joint Consultative Forum. The forum the fi tness sector – not only in terms sector the chance to solve this problem. first met earlier this year, when of basing our practice on evidence, We look forward to the task ahead.

20 Read Health Club Management online at healthclubmanagement.co.uk/digital january 2011 © cybertrek 2011 01945 880257 [email protected] www.jordanfitness.co.uk

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january 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 21 competitive edge

14 MAY 11 poppyscotland hearts and heroes

Walk or run a route across the stunning Southern Upland Way in Scotland. There are three distances – 12, 21 or 29 miles – to be completed in no more than 12 hours. Registration costs £40 and each person has to raise £400 or more. Monies will go to Poppyscotland (Scotland’s leading veterans charity) and Hearts and Balls (which looks after those dealing with catastrophic rugby injuries). Details: The event offers three distances: 12, 21 or 29 miles www.heartsandheroes.co.uk

15 MAY 11 Explore world-famous cities etape caledonia Take in the Scottish Highland scenery on Britain’s only closed-road cycling event. From tough climbs to heart- racing descents, the 81-mile route will guarantee a challenge but is suitable for any rider with some training. To ensure the roads are re-opened on time, participants will need to maintain an average speed of 13–14mph. It costs £58 to enter the event. Macmillan Cancer Support partners this race. Etape: UK’s only closed-road event Details: www.etapecaledonia.co.uk

11 JUNE 11 30 MAY 11 nightrider bupa london 10,000 Nightrider events are an exciting Now in its fourth year, this flat 10km way to raise funds for your favourite race starts and finishes in St James’s charity while exploring some of the Park. Runners will pass by many of world’s best-known cities by night, London’s famous sights, including on a bike. As well as London, the Westminster Abbey, the Houses of event takes place in New York and Parliament, Big Ben, The London Eye, Paris. The route uses roads and is Cleopatra’s Needle, the Millennium clearly signposted, and full support Bridge, St Paul’s Cathedral and and back-up is provided. Nightrider Nelson’s Column. Last year more events are organised by charity than 13,000 runners took part. The challenge events company Classic fee to enter this event is £25, or Tours. You can choose any charity £23 for UK Athletics-affiliated you wish to support – the minimum running club members. There are sponsorship required is £175 and many charities linked to this event registration costs £25. Details: www. for which runners can raise money. nightrider.org.uk The event is in its fourth year Details: www.london10000.co.uk

22 Read Health Club Management online at healthclubmanagement.co.uk/digital january 2011 © cybertrek 2011 Boost your revenue with Fight Fit

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january 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 23 diary

FEBRUARY 5–7 ❘ Spatex Venue Brighton Hilton Metropole, Brighton, UK Summary 2011 marks the 15th consecutive annual event showcasing the pool, spa and lifestyle industry. Tel +44 (0)1264 358558 Web www.spatex.co.uk 17–20 ❘ IDEA Personal Trainer Institute™ Venue Alexandria, Virginia, US Summary A conference for personal trainers with more than 80 educational sessions, 30 of the industry’s top presenters, and three pre-conference sessions – in Applied Functional Science, Sport Conditioning and ACE’s Integrated Fitness Training Model (IFT). Attendees can earn up to 20 Continuing Education Credits (plus more The IDEA Personal Trainer Institute has a limited attendance of 575 people for pre-conference sessions). There is a limited attendance of 575 people. 30 March – 2 April ❘ Web www.ideafit.com/ptrainer MARCH Russian Fitness Festival 10–13 ❘ ECA World Fitness Venue Olympic Stadium, Moscow, Russia 24–26 ❘ FORUMCLUB Conference/ OBOW Show Summary Venue Bologna, Italy Venue New York City, US This year’s Russian Fitness Festival will Summary Summary include a business conference, fi tness International congress and expo for ECA World Fitness is an international convention, aqua convention, trade fitness, wellness and aquatic clubs. organisation representing the wellness show, kids’ marathon and Russian open Includes ForumPiscine. and fi tness community. Its theatrical fi tness aerobic championship. Web www.ncforum.com One Body One World New York show Web www.fitness-convention.ru features a strong dance programme. 27–28 ❘ Professional Web www.ecaworldfitness.com Beauty London APRIL Venue ExCeL, Docklands, London, UK 16–19 ❘ IHRSA Annual 12–13 ❘ BASES Student Summary International Convention Conference The UK’s largest beauty exhibition & Trade Show Venue University of Chester, UK will this year include The Ultimate Spa Venue San Francisco, California, US Summary Experience, Europe’s only purpose-built Summary This conference is the British exhibition spa with hamman, rasul and The IHRSA Convention & Trade Show Association of Sport and Exercise both wet and dry treatment areas. annually draws thousands of industry Sciences’ forum for undergraduate Web www.professionalbeauty. professionals for four days of education and postgraduate students. This year’s co.uk/london and networking opportunities. Keynote theme is ‘Integrations and Innovations: speakers this year are Phil Keoghan, host An Interdisciplinary Approach to Sport of The Amazing Race, and best-selling and Exercise Science’. business authors Daniel Pink, Patrick Web www.bases.org.uk Lencioni and Tony Hsieh. Web www.ihrsa.org/convention 13–16 ❘ ACSM’s 15th Health & Fitness Summit 25–27 ❘ International Venue Anaheim, California, US Fitness Showcase Summary Venue Winter Gardens, Blackpool, UK ACSM’s Health and Fitness Summit and Summary Exposition bridges the gap between Showcases the latest exercise classes, the science of sports medicine and along with workshops and lectures, for practice for the fi tness professional, with The Professional Beauty Show will fi tness instructors and enthusiasts. educational sessions and workouts. be held at ExCeL in London Web www.chrysalispromotions.com Web www.acsm.org/summit

24 Read Health Club Management online at healthclubmanagement.co.uk/digital january 2011 © cybertrek 2011 powered by leisurediary.com

worldwide event listings for leisure professionals

14–17 ❘ FIBO 2011 Venue Essen, Germany MAY Summary 4–7 ❘ SPATEC Europe Over 560 companies from more than 35 Venue Budapest, Hungary countries showcase products, concepts Summary and solutions for the fi tness, wellness A two-day forum of face-to-face and health industries at this fi tness sessions for UK and European spa convention. The show comprises a variety owners, directors and senior of distinct areas catering for training personnel to meet with over 70 equipment, products and services, leading international spa suppliers. sports nutrition, wellness and beauty and Web www.spateceu.com medical fi tness. The show attracts around 53,000 visitors from 60 countries. 8–9 ❘ BeautyUK Web www.fibo.de Venue NEC, Birmingham, UK Summary 15–17 ❘ The Yoga Show The Midlands’ largest beauty trade Venue: Manchester Central, UK exhibition and training congress. Summary Featuring the UK Nail Tech competition, All things yoga under one roof, including it’s held alongside the Holistic Health free yoga and pilates classes, pilates show and congress. reformer sessions, children’s yoga, Web www.beautyserve.com demonstrations and lectures. There is another show in London in October. 11–12 ❘ Club Industry Summit Web www.theyogashow.co.uk Venue New York, US Summary 15–17 ❘ Australian Fitness Reformatted this year, the summit will & Health Expo include seminars targeted at large, Venue Sydney Convention & Exhibition medium and small facilities, plus a Centre, Sydney, Australia programme for new industry buyers Summary and a business development track with Seminars and training for the seminars on product launches, capturing Australasian fi tness industry, plus demographic markets and using social a trade exhibition. The 2010 event media. Plus exhibition and social events. attracted more than 240 exhibitors Web http://east.clubindustryshow.com and 15,000 visitors. Web www.fitnessexpo.com.au 21–22 ❘ BodyPower Venue NEC, Birmingham, UK 17 ❘ Scottish Beauty Summary Venue Edinburgh, Scotland Focused on sports including strongman, UK DESIGNED Summary wrestling, boxing, MMA, gymnastics, Scotland’s only professional beauty cycling and athletics, this exhibition UK MANUFACTURED exhibition and training congress. incorporates sports nutrition, Web www.beautyserve.com equipment, clothing and associated products. There will also be seminars SPEED IIII FIBO plays host to around 560 with sports personalities. companies from 35 countries Web www.bodypowerexpo.co.uk STRENGTH IIII POWER IIII PROGRESS IIII

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january 2011 © cybertrek 2011 25 powered by leisurediary.com

diary worldwide event listings for leisure professionals

25–26 ❘ SIBEC UK Venue: Birmingham, UK Summary SIBEC UK brings together 120 of the most important and inﬂ uential suppliers and buyers of the UK leisure, health and ﬁ tness sector from the local authority, trust and education markets. Web www.sibec.co.uk

JUNE 9–12 ❘ Festival del Fitness Venue Rome, Italy Summary 23rd exhibition for the Italian ﬁ tness industry. Around 250,000 participants attend this outdoor event. Web www.fitfestival.com

JUNE/JULY date TBC ❘ The FIA IHRSA has shows in the US, Brazil, Europe and the Asia-Pacifi c region FLAME Conference Summary conference is ‘Fatigue: An interdisciplinary This conference encompasses SEPTEMBER approach’. Perspectives, evidence and motivational discussions and seminars 1–3 ❘ Annual IHRSA / Fitness opinion will be heard from some of the alongside the FLAME Awards. The date Brasil Latin American world’s leading fatigue researchers, with will be announced in 2011. Conference & Trade Show the aim of facilitating fresh discussion in Web www.fia.org.uk Venue Sao Paulo, Brazil this important fi eld of sports science. Summary Web www.bases.org.uk/ Fitness Brasil is the health and wellness BASES-Annual-Conference AUGUST industry’s premier conference and trade 10–14 ❘ IDEA World show in Latin America, with sessions 7–10 ❘ SPATEC Fall, Fitness Convention providing commentary on trends that North America Venue Los Angeles, California, US are shaping the Latin American fi tness Venue Ritz-Carlton Laguna Niguel, Summary and wellness industry. Dana Point, California, US More than 5,000 fi tness professionals Web www.ihrsa.org/fitnessbrasil Summary from around the world attend this fi ve- SPATEC is a three-day forum of one- day event featuring hundreds of sessions 6–8 ❘ BASES to-one meetings between corporate taught by world-renowned fi tness Annual Conference spa owners, directors and design/ presenters and many guest speakers. Venue University of Essex, UK management companies and leading spa More than 200 companies will attend Summary suppliers and vendors. the IDEA Fitness & Wellness Expo. The title of this year’s British Association Web www. Web www.ideafit.com/world of Sport and Exercise Sciences (BASES) mcleaneventsinternational.com

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nnn%_\Xck_ZclYXnXi[j%Zf%lb Keep up to date with the health & ﬁ tness market by reading

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Tel: Fax: Email: powered by leisurediary.com diary worldwide event listings for leisure professionals Lockers + Locking Systems + Cubicles + Washrooms 14–16 ❘ Health+Fitness LIW will once again take place at Business with Interbike the NEC in Birmingham Venue: Sands Expo & Convention Center, Las Vegas, US 28–30 ❘ The Yoga Show Summary Venue Olympia, London, UK Co-locating the Health+Fitness Business Summary Expo with the Interbike International All things yoga under one roof (see p25). Bicycle Expo in adjacent exhibition Web www.theyogashow.co.uk halls gives attendees an opportunity to interact with suppliers and TBC ❘ IHRSA manufacturers from both segments of European Congress the fi tness industry. Venue TBC Web www.healthandfitnessbiz.com Summary This annual congress offers club owners, 20–22 ❘ Leisure Industry Week operators and industry suppliers Venue NEC, Birmingham, UK the chance to gather to discuss the Summary European market, its challenges and LIW is the UK’s largest and most opportunities in an environment infl uential exhibition for the leisure designed to encourage interaction, industry, catering for all sectors of discussion and professional connections. out-of-home leisure and attracting Web www.ihrsa.org/congress thousands of leisure professionals. Last year’s show involved more than 350 exhibitors from across the sector. NOVEMBER Web www.liw.co.uk 2–5 ❘ SIBEC Europe Venue Malta 22–25 ❘ SIBEC North America Summary Venue TBC A one-to-one meeting forum between Summary the major operators from the private, SIBEC North America is a one-to-one local authority and trust markets in meeting forum where America’s leading health, fi tness and leisure, and the club owners, operators, CEOs and leading suppliers. COOs of health, recreation, sports and Web www.sibec.co.uk fi tness organisations meet with suppliers. Web www.mcleaneventsinternational.com TBC ❘ IHRSA Asia-Pacifi c Forum Venue To be confi rmed Safe Space Lockers Ltd OCTOBER Summary Locker House, 7 Barrow Hill Close, 5–7 ❘ European Fitness Summit The annual IHRSA Asia-Pacifi c Forum Venue Worcester Park, Barcelona, Spain provides club owners, operators and Surrey KT4 7PT Summary industry suppliers the chance to gather T: 0870 990 7989 The European Fitness Summit offers to discuss the vast Asia-Pacifi c market, F: 0871 431 0452 the fi tness, wellness and health industry its challenges and opportunities, and the E: [email protected] a place to meet high-ranking decision- impact the industry has – and can have makers from leading fi tness studios and – across the region, all in a setting that wellness centres from selected European encourages interaction, discussion and Please call markets in face-to-face meetings. professional connections. 0870 990 7989 Web Web www.european-fitness-summit.com www.ihrsa.org/forum for more details january 2011 © cybertrek 2011 29 www.safespacelockers.co.uk TALKBACK KATHHUDSONsJOURNALISTsHEALTHCLUBMANAGEMENT everyone’s talking about . . . pay structures

Is it time to give our commission structure an overhaul so operational staff are rewarded for retaining members, rather than just rewarding the sales person who closed the initial sale?

t’s an area that’s remained them with commission for good after and receive a small commission relatively unchallenged up to performance too? We know it’s per member each month. I now, but is it time to think cheaper to keep an existing client than This should lead to members outside the box when it comes it is to ﬁ nd a new one, so it’s vital that feeling more valued and therefore to commission structures? we keep clients happy. However, it more motivated to come to the Sales staff currently receive the seems we often forget this. Changing gym and keep up their membership. same commission regardless of how the commission structure might help Receiving commission would long the new member keeps up their to tip the balance, so the company also bump up instructors’ wages, membership. Should this be changed so culture becomes as focused on which might attract higher calibre they only receive a percentage of their retention as it is on selling. candidates to the industry. commission once the member has stayed It’s been proven that staff On the other hand, should staff for a pre-determined length of time? interacting with members improves be doing this anyway? Would such a Meanwhile it’s left to the operational the longevity of the membership, so system prove costly and complicated staff – generally on a set salary – to how about paying staff for extending to implement? Would it mean some motivate members to stay. These a membership beyond the average members getting better service than employees are key to the club’s member lifespan? Each employee could others? Would the service provided success, so should we be rewarding be given a number of members to look seem less genuine? We ask the experts.

SHOULD WE PAY COMMISSION ON MEMBER RETENTION? EMAIL US: [email protected]

dr paul bedford darrell boxall customer retention consultant XNLEISURESYSTEMSsMANAGINGDIRECTOR

’ve used commission for gym here’s only so much innovation “Ifloor staff at two different clubs “Tavailable through supplier and and found it to be very effective. The facility design, so customer service must owners considered it a good investment play a key part in retaining a healthy and the staff received a sizeable uplift membership base. Service is delivered in their wages for just doing their job across all teams, so the rewards should well. For the system to work, the club be received by all employees. needs a good understanding of how If the operational and service delivery long members stay on average, and then teams were included in a rewards reward staff for each month they stay beyond this. scheme, customer service levels would inevitably rise. Plus, At the first club I worked with, it was introduced collectively, if a member of staff knew every membership cancellation where the whole operations team received commission would impact them financially, then they would buy into the if members stayed beyond the average length of their importance of member interaction. Ultimately this would membership. We found that some tried really hard and others benefit the clubs, with higher member yields and job security. didn’t, so the next time I worked with a club it was introduced With an abundance of data available through club systems, on an individual basis. New members were allocated to a monetary rewards scheme linked directly to a sliding scale instructors, who then received £1 for each month a member of percentage attrition against monthly dues or income could stayed after the first six months. Since they were handling be implemented to incentivise staff. If the sales staff receive a between 250 and 400 members each, this could really stack up. reward just for signing up a member, why should they care if that We found that fitness instructors would introduce themselves member leaves? Receiving rewards on joining, and then at six, 12 while the sales staff were doing the initial tour, there was much and 18 months’ retention of a single member – weighted towards more interaction with members, retention improved and the the latter end – surely must be a better way to incentivise owners were happy: for every £1 spent, they received £36.” member communication and build membership longevity.”

30 Read Health Club Management online healthclubmanagement.co.uk/digital january 2011© cybertrek 2010 PICTURE: ISTOCKPHOTO.COM

If employees were incentivised to retain members, customer service and interaction levels would inevitably rise mike hills phillip mills THERETENTIONPEOPLEsRETENTIONDIRECTOR LESMILLSsCEO

ealth clubs need to look at here’s no doubt that incentivising “Hwhere they place their focus. “T operational staff is just as By employing sales staff on commission, important as incentivising sales staff. the message is that they value new sales And nowhere is this more evident than more than retaining members. This is a in group fitness – arguably a club’s most flawed strategy for two main reasons. important service experience in terms First, the commission currently paid of ongoing member satisfaction. to sales people doesn’t reflect the value Today, group fitness instructors of the sale. Whether a member stays generally earn no more than they did for four months or 14 months, the commission earned is in the early 80s, when they tended to be paid on a per head typically the same. It’s possible to predict at the point of sale basis. Comparatively, gym floor staff have gone from being paid which members will stay and pay for longer, and therefore minimum wage to becoming well-paid personal trainers, which clubs could pay incentives based on this. has attracted a whole new wave of talent to the industry. Secondly, club staff intervening with members dramatically However, in our New Zealand clubs, top group fitness increases the longevity of a membership – potentially generating instructors can earn over NZ$100 (£48) per class. These more revenue than the initial sale. But just offering a financial are group fitness ‘rockstars’ who draw between 150 and incentive is no guarantee of a better service. Instead, clubs 250 members to each session. One way of incentivising and should recruit and train people to deliver a fantastic service, rewarding this excellence is simply to increase top performing creating a culture where the operational staff effectively instructors’ wages using a six- to 12-monthly review system. become sales staff, with a clear focus to ‘sell’ every member However, I believe the best option is to pay instructors on a per their the next visit. The focus does need to shift, and I think head basis (with an adjustment for peak and off-peak classes) – financial incentives can play a part, but only in a supporting role the choice between paying instructors NZ$20 (£9.60) for a class to effective recruitment, training and management.” of 10 people or NZ$40 (£19) for 80 people just makes sense.” january 2011 © cybertrek 2010 Read Health Club Management online healthclubmanagement.co.uk/digital 31 interview MARK MASTROV

Mark Mastrov has pulled off an amazing deal with his latest venture – the creation of a chain of health clubs with Madonna. He talks to Liz Terry

retty much everything in the Mastrov universe goes P at a fast pace – emails are answered within minutes, regardless of the time of day (or night) – “I don’t sleep much,” he says. Questions are answered without hesitation and everything followed up super-fast. You’re left with the impression that he’s just really good at doing business. Having spent 25 years building up global health club chain 24 Hour Fitness, Mastrov sold it in 2005 to Forstmann, Madonna at the opening of Little & Co for US$1.68bn – the most Hard Candy Fitness, Mexico ever paid for a company in the industry. partnered with Andre Agassi, Steffi City, in November 2010 Part of the value was generated by the Graf and Magic Johnson to open relentless drive for improvement – 24 clubs. “We’ve worked with others,” he Hour was known for its innovative says, “but Madonna’s in a league of her clubs are aimed at the higher end of approach to operations, pioneering a own. She’s one of the most famous the market,” he says. “For example, number of practices including round-the- entertainers and performers of all time. in Mexico City, members will pay an clock access, electronic monthly billing “I’ve been able to spend time with her enrolment fee of around US$200 and and celebrity endorsements. over the last couple of years and get to monthly fees of around US$150.” After two transitional years as chair know and understand her. She’s very The aim is to locate the clubs in Mastrov moved on and, with his business focused on her health and wellness and upmarket residential areas: “We’re partner Jim Rowley, is now growing his very opinionated on the way things can looking for strong demographics with latest business: New Evolution Ventures be done better in the industry.” high household income, in cities where (NeV), a California-based global health Mastrov explored various options in people will be able to afford a slightly club operator and investor, with bringing the Madonna-branded health higher price point. We will look to interests stretching from the US and and fi tness offer to market, including convert some clubs and also build new.” Canada to Australia and Russia. discussions with a major hotel group for a Locations may vary, as Mastrov joint venture, but in the end the decision explains: “In a dense, urban setting, we partnering madonna was made to invest and operate a chain of might be aiming for a catchment area of NeV’s latest venture, announced in clubs: “We’ve formulated a concept with 10–15 blocks, but in a suburban area you November, is Hard Candy Fitness, a chain Madonna that brings a very cool fashion might be looking at 10–15 minutes’ drive of health clubs being developed with and music environment into the health time. It will depend where the site is. Madonna and her manager, Guy Oseary. and fi tness space, with a lot of innovation. Parking is important, as is having physical Mastrov says 20 clubs will open in quick We’re taking the health club concept and plans that fi t the needs of the brand. succession in major cities around the turning it on its head to create a funky “The intention is to create a business world, including the UK, with more fi tness offering that enables people to with high-end locations in the best planned on completion of this initial phase. have a motivating, inspiring experience.” corners of the best cities of the world. Madonna isn’t the fi rst celeb to tie So how has Mastrov pitched the new “Much will depend on the real estate up with Mastrov: he has previously business in terms of clientele? “The available and who we partner with: in

32 Read Health Club Management online at healthclubmanagement.co.uk/digital january 2011 © cybertrek 2011 NeV PORTFOLIO

■ Hard Candy Fitness: global roll-out ■ Crunch Fitness and Crunch franchise: global ■ UFC Gym (Ultimate Fighting Championship): global ■ YogaWorks: US ■ Steve Nash Fitness World: Canada ■ Mrs.Sporty: Germany-based. Also in Austria, Switzerland and Italy ■ Energy Fitness: Chile ■ Planet Fitness: Russia and Sweden ■ V Club: Australia ■ Energy Fitness Alex Rodriguez: Mexico

some countries, we will have partners heavily involved in this process,” he says. is the managing director and he’s been whose in-depth local knowledge could “She has an amazing eye and style and based down in Mexico for a while now, lead to a slightly different club. However, has been alongside us the whole way overseeing the project. Craig Pepin- the intention is to get the model down in the design and development of the Donat is executive VP marketing and nice and tight and then roll out globally.” interiors and fi t-out. We’ve arranged for development. Craig worked with me at 24 top artists who’ve worked with her to Hour Fitness and was my global chief of a unique offering come in and do the interior design and marketing and sales; he’s a very talented The first Hard Candy opened in the décor, and we’re using a lot of colour to guy and is doing great work with Madonna. Bosques de las Lomas suburb of Mexico create a vibrant environment. “We’ve got an excellent team on the City in November. If it goes well, more “As you would expect, the music and ground in Mexico, building the culture may follow: “We’ll probably look at two sound are phenomenal. We’re leveraging and delivering the performance we’re or three sites in Mexico City over the her experience at the cutting edge of looking for. Fitness is powerful in next 12–18 months,” says Mastrov. music to create the right atmosphere to Mexico and has been established for a The new club is housed in a 2,787sq m motivate members to exercise and have long time, and I’m very excited about (30,000sq ft), two-storey building: “It has a great time while they’re at the gym.” the amazing people we’ve drafted in to a lot of glass and natural light, with group Classes will be an important part of the work on this fl agship project.” exercise rooms and a dedicated yoga Hard Candy offer according to Mastrov. Staff were trained for a full month studio with an Iyengar yoga wall. It also “The way we run them is cutting-edge, before opening, using carefully thought- has a fantastic group cycling room.” taking a lot of the choreography and out training materials developed by There’s also a CV studio with personal dance that Madonna’s developed on stage Pepin-Donat. “We spend a tremendous viewing screens, 60 pieces of strength into the group exercise environment,” he amount of time working out how we’re kit, free weights and functional training says. “You’ll see a lot of interesting things going to bring our programming to our accessories from brands including Precor, being done in classes that are taken from members, how we want to work with Hoist, Free Motion, Nautilus, Hammer her most recent tour.” them to give them high levels of service Strength, Star Trac and AbCoaster, plus So what else will be different about and touch points but at the same time TRX suspension training. Hard Candy? Mastrov says the staff will letting them fi nd their own way around Mastrov says the design of the clubs be the key: “Chris Dedicik, who’s been the club and letting them have a great has been a big priority. “Madonna’s been working with us in Europe for some time, experience,” says Mastrov.

january 2010 © cybertrek 2010 Read Health Club Management online at healthclubmanagement.co.uk/digital 33 interview

CRUNCH FITNESS

he original chain of 20 Crunch health clubs was developed by Doug Levine in the 90s and known for its unusual T classes: pole dancing, bicycle yoga, co-ed wrestling and ‘Abs, Thighs and Gossip’ sessions run by a drag queen. Levine sold out to Bally Total Fitness for US$90m in 2001 and, in 2005, the chain was sold on to Angelo Gordon & Co private equity for US$45m. Crunch ﬁ led for bankruptcy in May 2009, when it was bought by Mastrov’s New Evolution Ventures (NeV). NeV has since launched a Crunch franchise and Crunch budget clubs. Mastrov says these are priced at between US$10 and US$20 a month. “We’ve built and opened three and have another three in construction,” he says. “We’ve also begun selling franchises and have quite a few sold already. We’ve launched Crunch on a global basis, beginning in Australia, and we’re looking at going into Europe over the next six to 12 months.” Of the full-service Crunch clubs, Mastrov says: “We have 24 of the originals and have opened quite a few new clubs in the last six Crunch is known for its months; we have four or ﬁ ve in construction and are still opening unusual classes, such as in all the major cities: Miami, New York, LA and San Francisco.” AntiGravity Yoga (above)

How team members look is also around 500sq m to 700sq m. They’ll be outdoor deck so people can come and important, he adds: “We’ve created some multi-room and multi-faceted, with a grab some food and healthy refreshments. very interesting uniforms that emit the very high-end fi t out,” he adds. So we’ve done a lot of interesting things cool, funky brand we’re developing.” When it comes to marketing, Mastrov to keep everybody in great shape and says the team intends to harness the engaged, whether they’re interested in tuning into the fans power of social media: “We plan to let membership or just want to be in touch Although the first club doesn’t have a spa, Madonna’s fans experience what we’re with a little bit of Madonna.” Mastrov says two of the Russian clubs will, building, to get their feedback and get How much time will Madonna spend as will others where space allows. “I really them integrated into the brand,” he says. on the venture? “She’s an extremely busy enjoy the spa business,” he says. “I think it “The fans in Mexico have a different way lady,” says Mastrov, “so it will be based has great synergies with our industry.” of looking at things from the fans in on the time she has available, but she’s Hard Candy spas will be run under Russia and London, so the social media been very engaged. If her brand’s on it, the M brand. “We’re still firming up approach will be fi ne-tuned to this. she spends the time needed. She doesn’t what this will mean,” says Mastrov, “but “We plan to take the tens of millions delegate – she does it herself, which I it will be unique and different. Madonna of fans she has on a global basis and really respect and appreciate. She’s given has definite views on spas and has more talk to and integrate them into our us great feedback to date and we’ve experience of being in and out of them strategy, understanding from them made adjustments to everything she’s than anyone I’ve ever met. what they expect, what they want commented on. She has a very sharp eye. “We’re looking for a fairly signifi cant and what we can do better. “I think people are going to fi nd Hard chunk of real estate for the spas – “The beauty of social media is that it’s Candy very Madonna-esque – high touch, a way for people to voice their opinions high feel, a cool environment with a hip, and, at the same time, others can counter fun culture among the team delivering those opinions and say whether they the experience. I think it will bring a agree or don’t agree. We’ve already had fresh fl avour to health and fi tness. great feedback from people who’ve seen Looking more widely, I ask Mastrov the fact that we’re launching – saying ‘it where he sees the industry heading. should be this’, ‘it should be that’, ‘we’d “We’re looking at a period of time like to see this’ and so on. It’s fabulous to where you have to be smart about how so quickly have your fi nger on the pulse of you manage your cost lines and work the community of people she speaks to.” on your member acquisition areas,” he I ask Mastrov how he plans to says, “but overall I think the business is handle Madonna’s legion of fans. “If holding its own. Most of the operators fans want to see and tour the facility, I talk to around the world are pretty we’re happy to host them,” he says. pleased – comparing ourselves to other “We have pro shops selling branded industries – that people are still valuing merchandise from her tours, as well their health. It’s very important and an as different and interesting things that integral part of their life, and the fi tness come from the Madonna world. industry has weathered the storm fairly “In Mexico City we also have a well so far compared to most.” phenomenal juice bar with healthy food Mastrov is involved in the women-only choices that Madonna has approved. It’s liz terry, editorial director Mrs.Sporty franchise with Steffi Graf open to non-members and has a great [email protected]

34 Read Health Club Management online at healthclubmanagement.co.uk/digital january 2011 © cybertrek 2011 Call Now for a Free Demonstration +1.866.775.7774

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FitnessBooker helps businesses all over the world to fulﬁll their potential. www.ﬁtness-booker.com new opening rebirth of ravenscraig

Amanda Ellison provides an overview of the redevelopment project at Ravenscraig – including the new £32m sporting facilities

nce the largest hot strip the project Part of the development will be to steel mill in Western Europe, The development of Ravenscraig create new habitats for the wildlife O Ravenscraig steelworks has been divided into two phases. already living in the area, such as closed in 1992. It’s now the The first phase comprises a £70m deer, foxes, otters, badgers and many site of the biggest regeneration project new campus for Motherwell College, species of birds. An ecological clerk of ever seen in Europe: the 1,125 acres a £32m regional sports facility and works has been appointed to ensure of derelict land – an area equivalent 850 homes. Work on the £200m compliance with Ravenscraig Ltd’s aims to 700 football pitches or twice the first phase began in 2006; with the and objectives by all developers and size of Monaco – is currently being opening of the state-of-the-art contractors. Ravenscraig will ensure transformed into a new town. Ravenscraig Regional Sports Facility an integrated, consistent approach to Situated in North Lanarkshire, on 30 September 2010, this phase is developing the environment. at the heart of Scotland’s central now nearing completion. The £1.2bn redevelopment has been belt, Ravenscraig is one of the most The £600m second phase of the predominantly funded by Ravenscraig accessible parts of the country, with project will create a new town centre Ltd, which consists of three equal over two-thirds of Scotland’s population for Ravenscraig, featuring around stakeholders: Wilson Bowden within 90 minutes’ drive time. Once a million square feet (92,900sq m) Developments Ltd, Scottish Enterprise completed, Ravenscraig will be home to of retail, leisure, restaurant and and Corus. Additional backing has been over 10,000 people. It’s also expected community facilities in a modern, provided for the regional sports facilities to create 12,000 jobs and to attract attractive centre. Around 1,500 housing by North Lanarkshire Council and in excess of £1.4bn of private sector units and 46,450sq m (500,000sq ft) of the Scottish government, through the investment over the next 15 to 20 years. commercial space will also be created. national sports agency Sportscotland. sporting facilities The £32m Ravenscraig Regional Sports Facility has been designed to the highest standards throughout and is operated by charitable leisure trust North Lanarkshire Leisure. It can cater for all needs, with a multi-functional sports hall, full-size indoor football pitch, fully equipped athletics track with a throw and jump area and two dance studios. There’s also a strength and conditioning area with five Olympic weight lifting platforms and a 100-station fitness suite supplied by Technogym. (See information box, p38, for a full list of facilities). The large ﬁ tness suite offers top of the range equipment, including 19 RunNow treadmills and seven Bike700 from Technogym with brand new VISIOweb, which allows users to The strength and conditioning area offers five Olympic weight lifting platforms browse the internet while they work

36 Read Health Club Management online at healthclubmanagement.co.uk/digital january 2011 © cybertrek 2011 Facilities are a key element in improvingimp ving theth stream of young talent intointo nationalnatio teams

out via a 19” touch-screen. Technogym An all-inclusive membership to has been awarded a three-year tender all sport centres managed by North to supply all gym equipment. Lanarkshire Leisure, including Jim McCable, council leader, has Ravenscraig, costs £34 a month, while praised Ravenscraig for “providing the ‘pay as you go’ sessions cost £4.95 for people of North Lanarkshire with some the gym and £4.30 for fi tness classes. of the best facilities in the country”. Around 65 per cent of programmed Meanwhile Sportscotland’s chief use at Ravenscraig is by local people The facility has been equipped by executive, Stewart Harris, believes and local sports clubs, meeting the Technogym, with VISIOweb screens the centre is able to accommodate centre’s brief to address community on equipment so members can surf athletes of all levels, from community needs. However, it also offers an ideal the internet while they work out participation through to elite level. venue to host national and international “The facility will give people across events, with three international Craig Levein, Scotland’s men’s national the region increased opportunities airports within 40 minutes’ drive time coach, says: “Facilities are a key element to participate in sport and physical and excellent road and rail links. in improving the stream of young talent activity, and it will become home to Harris explains: “Ravenscraig will into the Scotland national teams. As we’ve a number of local community clubs be hugely valuable to the network of seen with similar centres in Glasgow and and groups,” he says. national and regional facilities, providing Aberdeen, a facility like the one here at Since the facility opened, its ‘Sports world-class training and competition Ravenscraig has the potential to have a for All’ approach has proven a great venues to Scotland’s high performance massive impact on football at all levels, success, with development classes in athletes. It will contribute to the and the local community in general.” gymnastics, badminton, football, tennis, development of our young athletes.” volleyball, athletics and martial arts Football in Scotland will particularly architecture operating at almost full capacity and benefi t, with indoor and outdoor full-size The sports facilities at Ravenscraig were giving the positive problem of needing third generation synthetic football pitches designed by Populous architects, who extra classes to meet demand. on offer, as well as six fi ve-a-side pitches. also designed the new Wembley

january 2010 © cybertrek 2010 Read Health Club Management online at healthclubmanagement.co.uk/digital 37 new opening

Plans for Ravenscraig town s Around 3,500 new homes s Major parkland areas s New town centre with 84,000sq m s New transport network of retail and leisure space s New sports facility s Up to 216,000sq m of business and s New college campus industrial space s Two new schools

Ravenscraig Regional Sports Facility s Full-size indoor FIFA two-star s Multi-sports hall with nine 3G synthetic sports pitch, suitable badminton courts and fi ve show for football and rugby training, badminton courts football matches and also non- s Fitness suite with 100 stations of sporting events such as concerts Technogym equipment The Ravenscraig Facility includes for up to 5,000 people s Two dance studios a full-size indoor FIFA two-star s Full-size FIFA two-star outdoor s Lecture and meeting rooms 3G synthetic sports pitch fl oodlit 3G synthetic pitch s Sports injury clinic s Six outdoor fi ve-a-side courts s Press and media facilities s Indoor athletics track, 135m straight s Café Stadium and the Olympic Stadium for with six lanes, throws and jumps s VIP facilities including fi ne dining the London 2012 Olympic Games. area, strength and conditioning suite Central to the design of Ravenscraig Regional Sports Facility was the concept of creating a link to the steel industry that’s had such a strong cultural presence on both the site and the wider local community. This infl uenced the choice of materials and the building itself. Its cladding has been designed as metal bands that rise out of the ground to wrap around the structure – a visual reminder reminiscent of rolled metal sheets (see photo, right). “We made a determined effort to make reference keeping the heat in as well as reducing are being strongly considered as a to the history of the site through the acoustic break-out. training site for the both the London architectural language of the new “It’s been a real pleasure watching 2012 Olympics and the Glasgow 2014 facility,” explains John Barrow, senior this magnifi cent building gradually Commonwealth Games. Furthermore, principal of Populous. transform the once derelict landscape of Ravenscraig has been elected to be the The complex is notionally divided Ravenscraig,” concludes McCable. main facility for the 2011 International into three main building blocks: the Children’s Games, scheduled to take football and sports hall to the east, the opening place in Lanarkshire: it will host the the athletics hall to the west, and the The stunning new Ravenscraig Regional badminton and athletics events. changing rooms and reception area Sport Facility was officially opened on Development of the Ravenscraig located in the centre of the facility. 30 September 2010 with a weekend of site itself will also continue. As The layout, with its common areas and sporting fun, which kicked off with a Jim Fitzsimons, project director at centralised gathering zones between 24-hour charity football tournament. Ravenscraig Ltd, explains: “It’s always the halls, allows for a high level of This was a huge success, attracting been our ambition to create a vibrant interaction between the athletes and more than 100 local football teams and destination with a distinct identity and the public. The idea is also that this raising over £4,000 for the local St sense of place and community where will encourage athletes can learn from Andrews Hospice. Even the slots people will want to live and work.” each other’s disciplines. between midnight and six in the With the completion of phase one Sustainability credentials were morning were fully subscribed. just around the corner, plans for phase also key to the design. The building The opening weekend came to an two are currently being fi nalised. Over incorporates a striking serrated roof end on 3 October with an attempt the next few years, we will see the – unusual for buildings with such large to hold the biggest ever Zumba class: expansion of Ravenscraig town centre, enclosed areas – which diffuses natural 836 people successfully danced their with the addition of attractive shopping light into the facility all year round. way to the record books, beating the services, restaurant and community This in turn minimises the dependence previous record of 575. The four-day facilities, modern transport amenities on artifi cial lighting, helping reduce event was complete with sporting and more housing – all of which annual energy costs and the facility’s celebrities, taster fi tness classes and will provide a user base on the very carbon footprint. The structure’s green great community support. doorstep of the sports facilities. credentials also extend to using biomass The Ravenscraig Regional Sports fuel and harvesting rainwater, with Facility now looks towards a bright amanda ellison signifi cant levels of insulation aimed at future. The state-of-the-art facilities [email protected]

38 Read Health Club Management online at healthclubmanagement.co.uk/digital january 2011 © cybertrek 2011 edited by katie barnes. email: [email protected] research round-up

Recent research has suggested that regular exercise could help to prevent people catching a cold cold calling

dults suffer from an average of upper tract respiratory infection of two to four colds a year incidences were recorded. and school children can get A up to eight or more. And the results with the winter months well underway, As expected, more colds were the chances of catching a cold are more experienced during the winter, but likely. Now, however, researchers from those who exercised five days week or Appalachian State University in North more had a 46 per cent lower risk of Carolina, US, have found that regular getting a cold compared to those who exercise could help to prevent people only exercised once a week. getting a cold in the first place. In addition, those who exercised more and did catch a cold had that the study cold for far fewer days than those who The study, which was published in the didn’t work out. In fact, people who British Journal of Sports Medicine* were only active for one day a week followed 1,002 adults aged between spent twice as much time with a cold 18 and 85 – with one in four participants compared to those who exercised fi ve aged 60 or over. It took place over two times a week or more. 12-week stretches in 2008: half of the Also, it was found that the strength of participants were observed in the cold symptoms were worse for people © ISTOCKPHOTO.COM autumn and half in the winter. in the sedentary group. The most active Regular exercise can reduce the The participants reported their own people experienced 41 per cent less number of colds a person gets, as well perceived fi tness levels. Leisure-time severe colds than those who exercised as the cold’s severity if they do get ill exercise frequency habits and other the least. The benefi ts of exercise on factors affecting the immune system – the upper respiratory system held true number of immune system cells in the such as lifestyle, dietary patterns and regardless of age or gender. bloodstream. Lead author Dr David exposure to stressful events – were It’s believed that exercise is Nieman explains that, although the also assessed. In addition, the number effective because it increases the levels of immune system cells decline within a few hours, each bout of cold facts exercise is likely to enhance the body’s protection against harmful viruses and hile exercise may help to can then be resumed a few days after bacteria and reduce the number and prevent a cold, those who symptoms subside. severity of upper tract respiratory W are already sick should DON’T ‘sweat out’ your illness. infections, such as the common cold. approach workouts cautiously, says This is potentially dangerous. What’s more, exercise was also Nieman, who is also a member of the DO stay in bed if your illness has found to be more effective than any American College of Sports Medicine spread beyond your head. Respiratory other lifestyle factor in boosting a (ACSM). He’s written the following infections, fever, swollen glands and person’s immune system. Nieman guidelines for the ACSM: extreme aches and pains all indicate explains: “We have analysed all lifestyle DO exercise moderately if your that you should rest up, not work out. factors and this is the best evidence cold symptoms are confi ned to your DON’T jump back too soon. Allow we have thus far that regular aerobic head. If you have a runny nose or at least two weeks of rest after a exercise, fi ve or more day a week for sore throat, moderate exercise is serious bout of cold or fl u and ease more than 20 minutes a day, rises above permissible. More intense exercise yourself back in gently. all other lifestyle factors in lowering sick days during the winter and fall seasons.”

* Nieman C, et al. Upper respiratory tract infection is reduced in physically ﬁ t and active adults. British Journal of Sports Medicine (2010). doi:10.1136/bjsm.2010.077875. january 2011 © cybertrek 2011 Read Health Club Management online healthclubmanagement.co.uk/digital 39 free weights ©SPENSER DAVIES PHOTOGRAPHY/WWW.SURFPICWORLD.COM GETTING CROSSFIT

Pete Hayman investigates the emergence of CrossFit in the UK

he needs of our UK, CrossFit affi liate numbers have reduce body fat and increase muscle grandparents and Olympic nearly doubled within a year.” mass. There’s a strong emphasis on the “T athletes differ by degree, It is, at present, a concept still in use of free weights, although there is not kind” – this is a its infancy, as CrossFit Leeds’ Mike also a cardiovascular element. defining mantra of CrossFit, a concept Rawlinson admits: “Affi liates tend to BJ Rule of Optimal Life Fitness founded 15 years ago by Greg Glassman be small compared with the more believes that CrossFit is part of in the US. And if you aren’t yet familiar well-known corporate gyms. CrossFit a wider trend: “CrossFit utilises with what CrossFit entails, there’s a as a training programme remains fairly weightlifting and bodyweight, but strong chance you soon will be, as the underground in the UK.” also gymnastics, rowing and running. trend starts to resonate further across But the signs suggest that CrossFit I believe the greater population is the UK health and fitness sector. won’t remain underground in the UK disaffected with mainstream health “I’ve been amazed at the rapid growth much longer. CrossFit London (UK) club and leisure facilities that rely of the CrossFit population over the is one site that embodies how the on machines. CrossFit is real world, past two years,” says Tony Buchanan of concept is starting to take hold: “We’ve functional training.” Absolute Performance. “When we fi rst expanded very quickly in our fi rst year Although it may initially appear started working alongside the CrossFit of running a dedicated gym, to the point to target ultra-fi t participants, a community, I think there were only that we’re nearly out of space and are key selling point is that everything 10–15 affi liates.” There are now around actively looking for a much larger venue,” is adaptable to the needs of an 40 clubs in operation across the UK. explains co-owner Steven Shrago. individual – albeit an individual Buchanan identifi es the last 12 to 18 willing to challenge themselves. months as a particular period of growth THE MAKE-UP OF CROSSFIT Gareth Millings of Alternative in demand – a claim backed up by So what is CrossFit? A highly flexible Fitness in Andover explains: “A typical equipment manufacturers and affi liates training programme that aspires to the CrossFit affi liate will have space and alike. Matthew Evans of CrossFit best physical standards, it encompasses equipment that will enable its members Velocity in Swansea explains: “In the movements and compound exercises to to really push their fi tness boundaries

40 Read Health Club Management online at healthclubmanagement.co.uk/digital january 2011 © cybertrek 2011 CrossFit gyms provide a real sense of community, with everyone doing the same workout – the Workout of the Day – and encouraging each other to meet the physical challenge

and try things such as Olympic lifting, more inclusive facility, you’ll need up Evans continues: “You need which is usually reserved for specialist to £15,000–20,000, which in terms of good gear as it takes a great deal of clubs and elite athletes.” setting a gym up is actually still minimal.” punishment. You need stuff that lasts. Meanwhile Shrago reveals that In Andover, Alternative Fitness Rubber bumpers and a good quality CrossFit London (UK) has a wide could now exist as a traditional fi tness Olympic bar, kettlebells and somewhere variety of members: “When was the facility had it not been for a rethink by to do pull-ups are a must.” last time you saw a 50-year-old woman Millings. “I originally planned to start Werksan, strengthpowerspeed.co.uk do overhead squats?” he asks. However, a traditional gym,” he says. “However, and Eleiko are among the suppliers he admits it isn’t for everyone. “It cost was a major stumbling point. With used at CrossFit Velocity. CrossFit is genuinely hard work. It requires a a CrossFit gym, on the other hand, Leeds uses Wolverson Fitness and certain degree of mental strength.” your starting point is simply a pull-up Jordan Fitness, while Beaverfi t has The physiological benefi ts are bar and an Olympic lifting set.” supplied Alternative Fitness and certainly evident, however. Not Meanwhile, Shrago explains the set-up CrossFit London (UK), which also only are workouts tailored to ensure at CrossFit London (UK): “We have uses Absolute Performance. that participants can reduce body fat hard fl oors – ideally concrete – with Meanwhile, York Barbell UK has and increase muscle mass but, says rubber mats to absorb the dropped worked with a number of CrossFit clubs. Evans: “Properly structured anaerobic weights. We also have high ceilings It’s a relationship valued by Haynes. activity can be used to develop a very so that pull-up rigs, rope climbs and “We’re starting out on the design of high level of aerobic fi tness.” gymnastics rings can be erected.” new functional kit such as Farmers He adds: “CrossFit aims to best prepare participants for any physical contingency.” KITTING IT OUT A prerequisite of setting up a club is to become affiliated, which requires the completion of the CrossFit Level 1 coaching course. Once this is done and the affiliate fee paid, you’re free to set up your gym. Tom Haynes of York Barbell UK explains: “A lot depends on the size of the unit and how many members you intend to cater for. A small gym can be set up for around £6,000–9,000 with good quality kit. For a bigger,

The quote on the right originally came from Greg Glassman, who founded CrossFit in the US

january 2010 © cybertrek 2010 Read Health Club Management online at healthclubmanagement.co.uk/digital 41 free weights

The workout of the day will test even the world’s fittest people, but can be scaled for all levels

Walks,” he comments. “Now that we Millings explains: “CrossFit in a group have a good base of contacts to bounce setting allows people to forge new ideas off and receive feedback, we friendships and train in a friendly and intend to develop a lot of new products proactive environment.” that can be carried over to the sport While membership options for performance arm of York.” prospective CrossFitters differ On the CV side, the only specific according to each affiliate, in many equipment at CrossFit London (UK) cases payment is not required until are Concept2 rowers. Kettlebells and fundamentals have been completed and a jump rope are also used for CV, as it’s been proven that participants are well as going out running – a 400m ready to enter a group environment. run was included in a recent workout From there, options vary between ‘pay programme, for example. as you go’ and monthly membership. The set-up is similar at CrossFit Leeds, Millings continues: “We coach each as Rawlinson explains: “We have rowing and every member either one-to-one machines, but other than that no CV or in small groups in whatever exercises machines. Running and sometimes cycling the workout of the day (WOD) involves. are done outdoors. If it were practical, This incorporates working through any we’d row outdoors on the water too.” issues our members may have, such as flexibility issues or injuries.” INCLUSIVE, NOT EXCLUSIVE The WOD is what it says on the tin: Because the workouts are stripped back a daily routine configured by affiliates’ and focused on movements and coaches to complement workouts that compound exercises, CrossFit is an have preceded it. For example, the Every member is coached one-to-one accessible method of training: individuals WOD for 20 November at CrossFit or in small groups, to work through can take control of their own training London (UK) comprised three rounds any issues that individuals may have schedule with the benefit of the of 30 sumo deadlift high pulls, 30 CrossFit.com internet portal. According thrusters and 30 press-ups – a total of individual based on age, current fitness to Evans, “there are thousands of 90 reps each. The suggested weights level, skill level and injury history, ensuring CrossFitters worldwide who are training were 30kg/20kg, although scaled weight all athletes receive the same stimulus on their own out of their garages”. options were available. based on their unique requirements.” Rawlinson says it as an “open-source Evans explains: “The WOD is a According to Shrago, the WOD is programme” that allows CrossFitters to workout guaranteed to test the capacities the “main focus of activity” for a client: determine their own workouts. of the world’s fittest human beings. “After they fully warm up and have Nevertheless, there is a strong group However, in Crossfit, every workout completed any strength or skills work, focus mainly based around the clubs. is scalable to suit the needs of each they will direct their attention to this.” strength & conditioning The CrossFit Games equipment specialists

he CrossFit Games is an anyone could take part. “We allow annual event that takes place scaling so that everyone can get a Tin California, US. And last sense of what it’s like to compete,” October saw the fi rst event for UK he says. For example, if a participant affi liates: the York Divided We Fall were unable to do pull-ups, there Games. Held at CrossFit Velocity would also be the chance to do in Swansea, it attracted 54 teams jumps or band-assisted jumps. comprising four athletes, at least one York Barbell UK sponsored the of whom had to be female. event, with the winning team receiving Owner of CrossFit Velocity Matthew York equipment as a prize. L resistance machines Evans explains: “The event consisted Both Evans and Tom Haynes of York L plate Loaded machines of team games, and teams had to Barbell UK agree that UK affi liates could L olympic platforms represent the make-up of their affi liate. get a lot more mileage out of the Games L olympic lifting We have many women CrossFitters in concept: the international version in L power racks the UK, hence their involvement.” the US attracts major sponsors, and the L free weights The composition of the 2010 Games Swansea event received a good level of L speed & agility training included fi ve WODs on one day, each commercial interest. L matting featuring a number of lifts, ground- One of the next events on the L balance & flexibility to-overhead activities and a team calendar for UK CrossFitters is the L plyometric equipment row. While Evans admits there was a UK Sectionals – qualifi ers for the 2011 L sportswear competitive element to the Games, CrossFit Games in the US – which are CrossFit’s accessibility ensured that scheduled for around March 2011. Absolute Performance TACKLING THE FUTURE CrossFit. Shrago believes that some ensure that you have So what does the future hold? The rate gym operators “softened the idea of growth shows no immediate sign of of fi tness by trying to remove the the right equipment slowing. York Barbell UK continues to unpleasant idea of hard work from package for your work with new openings, while Allan the equation”, referring to health Collins of Jordan Fitness believes the clubs with facilities such as steam individual environment. latest trends are more than capable of rooms and assisted machines. establishing themselves as mainstream. Above all, however, it’s the sociable “The success of our business is to and fl exible nature of CrossFit that Working with: understand the industry – not just to be provides a major selling point. Schools, colleges and able to say what’s popular now, but also “CrossFit is something that’s done in to predict what will be popular in the an atmosphere where everyone’s doing universities next fi ve to 10 years,” he says. the same thing,” says Millings. “There’s Sports associations, “Although some products may be no arrogance and everyone helps each academies, institutes and described as niche today, we know they other. It’s more like a social club. professional clubs may be the most popular things in the “CrossFit makes also working out into fi tness industry in the next few years. a sport. It’s also recordable and your Health and sports clubs “As a general trend, people are progress can be tracked easily. The Government bodies and using free weights more and more constant variety in workouts means the armed forces as an integral part of their training typical argument that people get bored programme. CrossFit slots into in a traditional gym no longer rings true.” this trend perfectly as clients seek And for affi liates? Evans sums up: CALL NOW ON simple exercises and equipment to “There’s no better feeling than seeing train for metabolic acceleration. The people overcome challenges and emergence of kettlebell training over ultimately improve their health so 07866 599910 the last fi ve years has coincided with they live better lives.” and let Absolute Performance CrossFit’s growing popularity.” Disaffection with larger gym chains pete hayman take you to the next level may further drive the growth of UK [email protected] www.aperformance.co.uk january 2010 © cybertrek 2010 [email protected] E REDEFIN MITS YOUR LI From the gym to the slopes and back again!

Introducing the perfect strength and conditioning tool.

Do you ask your members on induction if Do you ask your members on induction they require a s/c programme for skiing? if they have had any lower limb injuries? If yes, BalanceMaster will offer an ideal If yes, BalanceMaster will offer an ideal strength and conditioning tool to warm up conditioning tool before prepare for the stresses of the slopes. continuing with a standard programme.

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44 Read Health Club Management online at healthclubmanagement.co.uk/digital january 2011 © cybertrek 2011 sports conditioning

conditioningSPORTS SERIES

Winter sports holidays are more fun when you’re fit, says Kath Hudson – so help your members ensure they can hack the pace on the piste HIT THE SLOPES

nyone who has suffered well as delivering a challenging aerobic the agony of being out of workout, the SkiErg is therefore ideal A condition on the slopes, for use in ski fi t programmes. limping back to the Gordon Seaton trains the British apartment at the end of the day with Biathlon Team – a sport combining muscles screaming, is likely to jump at cross-country skiing and rifl e shooting, the opportunity to take part in a ski and which demands high levels of fi tness fit training programme. Getting fit for and immense upper body strength from skiing means less risk of injury, more its participants. The SkiErg has become stamina, fewer aches and pains in the a key part of the team’s training regime. evening and a lot more fun – all of “The SkiErg has fi lled a gap and which represents a great opportunity defi nitely has its own niche. It’s given for fitness operators and equipment us a whole spectrum of controllable manufacturers alike. exercise regimes for double poling,” explains Seaton. “It can cover the targeted workouts whole range of exercise: gentle, a long Suppliers have already recognised this mid-effort session or short, sharp, hard market and there are several pieces of intervals. It’s very effective in building kit now available which are perfect for upper body strength, which is really building ski/snowboard fitness. important for cross-country skiing Based on the same mechanics and but also for downhill skiing. And it’s electronic monitoring systems as the excellent for rehabilitation needs.” Concept2 indoor rower, the Concept2 Meanwhile, Precor’s Adaptive Motion SkiErg was launched in September Trainer (AMT) provides a full body 2009. It helps to build strength and workout and, as it adapts to the natural endurance by working the entire body movement of the body, can be used to in an effi cient, rhythmic motion, using focus on specifi c muscle groups. Deep the poling motion integral to Nordic lunges can be made to tone and build The Concept2 SkiErg was skiing techniques and generating a the glutes, with short strides for calves – launched in September 2009 to range of resistance similar to that found areas that skiers need to concentrate on. help prepare people for the piste on the snow. Able to build strength Technogym’s Crossover and Cardio in the upper body, core and legs, as Wave are also great pieces of kit for ski/ january 2010 © cybertrek 2010 Read Health Club Management online at healthclubmanagement.co.uk/digital 45 sports conditioning

snowboard preparation: they provide lateral movement as well as being excellent for strengthening the whole of the leg, bum and hip area, including inner and outer thigh. Crossover gives a total / iÊV«iÌiÊ body workout and is ideal for any user at any performance level. For a more challenging workout, the floating motion ÃÕÌÊÌÊ of Cardio Wave engages all gluteal, core and lower limb muscle groups. ÃÕVViÃÃvÕÊ"ÕÌ`ÀÊ ski fit programmes The Wellington College Sports Club in *À}À>} Crowthorne has used Cardio Wave for Technogym’s Crossover and its Ski Fit programme for the past four Cardio Wave (above) are often years: five one-on-one, 30-minute used in ‘ski fit’ training sessions Take your expertise specialist ski fit sessions for £50. The to the community Cardio Wave is used in various positions, complemented with light free weights In preparation for this winter season, and medicine ball exercises. Nordic Walking UK (NWUK) has “Various exercises are performed over launched a ski fit programme: a six- four sessions, with the fifth session used week, outdoor circuit-based course that to go over any exercises the customer includes the skills needed for all types of needs to repeat,” says gym manager skiing, from downhill to cross-country. Paula Pocock. “Every winter we Designed by cross-country ski coach promote Ski Fit to encourage customers and qualified doctor Nicky Parsons, the to build up their strength and stamina, NWUK Ski Fit programme includes drills and to work the major muscle groups.” to help clients improve their technique Nordic Walking, which uses poles and stamina and prevent falls. All bases to engage the upper body while needed for skiing and snowboarding are Ultimate Nordic ski walking, is also fantastic preparation covered: cardiovascular fitness, balance for skiing, according to director and weight transfer, strength, flexibility, and trek fi t circuits Gill Stewart: “Nordic Walking stamina and endurance. automatically includes the upper body The Lifestyle Leisure Centre in Surrey action required in most forms of skiing, introduced the programme this month. as it uses 90 per cent of the major “We’re based in a country park, so this muscles. It’s fantastic for building type of outdoor activity is stamina and endurance.” ideal,” says manager Sarah

NEW weight loss programme in partnership with Pete Cohen UÊ/À>}ÊUÊ µÕ«iÌÊ

UÊ >ÀiÌ}Ê>Ê«ÀÛì` Nordic Walking “automatically includes the upper body action WWW.NORDICWALKING.CO.UK required in most forms of skiing” än{xÊÓÈäÊÎÎ january 2011 © cybertrek 2011 Better performance on the slopes thanks to pre-training will highlight the value of gym membership THE BEST Plant. “The Ski Fit programme is being And French fi tness chain Club Med offered to members and non-members, Gym has also brought back its Snow THINGS but members get a discount.” Fit programme for this season. The 45- Lincolnshire-based personal trainer minute circuit consists of eight stations COME IN Pete Woollard, who last season helped which recreate the different skills to train the RAF snowboarding team, is needed for skiing, including building also offering Nordic Walking Ski Fit to up muscles, increasing cardiovascular SMALL(ER) his clients. “It adds another dimension fi tness and working on refl exes to help to Nordic Walking to keep people balance. The rhythm and diffi culty of PACKAGES interested and will hopefully attract a the exercises vary, and participants wider client base,” he says. The course can choose a circuit according to their Meet the all-new can be run as a class – ideal for those ability on the slopes: green, blue, red wanting to train together before their or black. The exercises work mainly Concept2 Dynamic holiday. “It’s perfect for groups, as then on the abdominals, back, shoulder Indoor Rower, the you have the group dynamic and there girdle, thighs and calves. latest incarnation of are fun games to play,” adds Woollard. the world’s best Meanwhile, Virgin Active has put social scene selling indoor rower. together a winter sports workout in Since everyone taking part in a ski fit conjunction with the international Roxy programme is united in a common goal Snow Team. Taking training elements of getting fit for the slopes, this type of The Dynamic Rower: used by the team, the Roxy Sno Fit programme could also be very effective Workout focuses on building strength, in building the social aspect of a facility’s Is 51cm smaller than a Model power, balance and fl exibility, with offering, generating new friendships and D or E an emphasis on the lower body and inspiring people to come back to the Requires a reduced core. There are three elements to the club after their holiday. An improved footprint in your gym workout: warm-up, circuits and yoga. To performance on the slopes thanks to put members in the mood, adrenaline- the training put in beforehand will also Offers a more realistic rowing pumping music chosen by pro-boarders help prove their gym membership is a experience is played. Each session is different, with worthwhile investment. Boasts all the benefits of its a variety of exercises, equipment, drills predecessors; and conditioning. Yoga is used at the end kath hudson All body workout [email protected] to unwind and increase fl exibility. Suitable for all Designed to last a lifetime Accurate & repeatable data

www.concept2.co.uk 0115 945 5522 january 2010 © cybertrek 2010 47 club overhaul

THE RISE OF THE

n its heyday, The Pyramids – now leases The Pyramids building from that could be used by both day visitors an iconic 1980s building on the local council – comments: “The and local customers.” I Portsmouth’s Southsea seafront location and demographics of the site Whereas most redevelopment – was seen as the south coast’s were ideal and presented a phenomenal opportunities rely on extensions and ‘complete indoor resort’, offering a opportunity for redevelopment. We gaining space from small, under-used leisure pool with wave machine and therefore formed SCL and proposed a areas, the proposition for The Pyramids flume, various bars and cafés and two vision for the site to the council. was the exact opposite, with vast large function rooms. “The thrust of the plan was to turn amounts of under-used space in need However, the rest of the centre’s wasted space into income-generating of a new lease of life: existing spectator large footprint was excess to areas, putting life back into the building viewing galleries, balconies, huge café requirements and generally unused, and transforming the space into seating areas, large reception areas with the business ultimately threatened commercially viable leisure facilities and wide corridors. This provided a as a result. Due to lack of investment, escalating running and maintenance costs and a strategic review of leisure facilities in the Portsmouth area, the site was therefore put up for disposal by the local authority in 2008. Unless a suitable business proposition – other than residential units – was forthcoming, the site would be pulled down, leaving Portsmouth without a fun pool. Gary Milne, director of Southsea Community Leisure (SCL) – which

The Pyramids is open to both day visitors and local members

48 Read Health Club Management online at healthclubmanagement.co.uk/digital january 2011 © cybertrek 2011 Left: An 80-station gym has been created in the space formerly occupied by the spectator area Above and right: As the nearest fun pool is 40 minutes away, the public rallied to keep a pool at The Pyramids

Julie Fisher takes a look at the PYRAMIDS recent £2.2m transformation of The Pyramids in Portsmouth

great opportunity for remodelling the to the redevelopment, a ‘Friends of and a voucher offer. This sort of local centre. Six months on, the site has been the Pyramids’ group was created to support will continue to be crucial to redesigned and excess space successfully campaign to retain the facilities as a the success of the venue.” converted into a fi tness suite, health spa, fun swimming pool and entertainment soft play area and new café. venue – the nearest fun pool is a 40- maximising space minute car journey away. Resulting in The Pyramids has now been renovated local support a 20,000-name petition, the and modernised. The pool has been Having put together a redevelopment community played an integral part redecorated and the flumes refurbished, tender, taking into consideration local in saving what they consider to be but the main difference is that the requirements, SCL approached Portsmouth’s ‘jewel in the crown’. redundant spaces have now been utilised Portsmouth City Council. It acquired The site was closed throughout the to their full potential. preferred bidder status and – in refurbishment, but the pool opened Cotgrave explains: “The fl ow and feel partnership with Alliance Leisure, during key holiday periods. Ian Cotgrave, of The Pyramids has changed beyond which funded and project-managed managing director of Createability, recognition. The new facilities have the work, and leisure development comments: “The pool was the fi rst been designed to capitalise on the vast fi rm Createability – compiled a area we concentrated on so it could be amount of under-used space that was £2.2m refurbishment package. opened in the holidays – even during the available. And to achieve maximum The council had 10 bids to consider, refurbishment – to generate income.” impact, the design was not constrained including one from the occupier at the Milne adds: “When the pool opened by the old structure. We analysed the time, but awarded the project to SCL. for a few weeks in the summer and requirements and designed the space Work started in May 2010. during October half-term, we had accordingly, even transforming the old The Pyramids clearly means a lot 1,000 visitors a day with absolutely spectator terrace that overlooked the to the local community and, prior no marketing other than the website pool into a stunning fi tness suite.” Located on the upper mezzanine fl oor, The location and demographics of the site the 448sq m (4,822sq ft), 80-station fi tness suite therefore overlooks the were ideal and presented a phenomenal pool area. Fully air-conditioned, the self-contained area features a circuit opportunity for redevelopment of 20 Hoist Roc-It resistance machines,

january 2010 © cybertrek 2010 Read Health Club Management online at healthclubmanagement.co.uk/digital 49 club overhaul

four interactive Expresso bikes and 50 The old café area (right) was CV units, including remanufactured Life demolished to make way for Fitness kit – all supplied by Physique, the new health spa (above) part of the PTE group. A second balcony, also overlooking the pool and located at the front of the The steam room is designed with a and spa, and the function rooms – The building – which previously housed a pyramid-shaped theme, with a central Plaza and The Glass House (see small, infrequently used play area – has pyramid from which steam gently wafts information box below). All elements are been turned into a 109sq m (1,173sq ft) into the room. Three hexagonal-shaped self-contained and yet entirely symbiotic. Soft Play World, designed and installed booths provide seating. Sarah Watts, MD of Alliance Leisure, by House of Play, with capacity for The addition of a salt grotto ties in says: “The leisure sector is a very 70 children. The area has been built nicely with the centre’s seaside location, competitive market and commercial within a ventilated structure to provide offering a cleansing experience as the viability was a prerequisite to this continuous fun, even on hot days. body relaxes, absorbs and inhales the redevelopment. Our aim was to create gentle crystals of salt, which as Milne a multi-area facility, at the same time spa heaven points out, “is just like walking along the establishing a profi table business The original Splashdown Café, with a beach and inhaling the fresh salty air”. model which will be the key to its vast seating overspill area that opened success. The new leisure facilities and onto the poolside, has been totally the future the entertainment side of the business demolished and converted into an The upmarket health club and spa now will generate income and bring new elegant health spa, with its own have an offering unlike anything else in aspects to the building in line with changing facilities and reception. A the city – a place for people to come in local community needs.” fundamental element of the whole and relax and unwind for the day, or to Milne adds: “The Pyramids commands redesign, the spa area features an ice pop in for a beauty treatment. a central location on the Southsea fountain, footbaths, a Helo sauna, Meanwhile the restructure of the seafront, which plays host to major pier monsoon shower, 15.6sq m (168sq ft) building has created very distinct attractions as well as the hovercraft steam room and three treatment rooms. offerings: pools and soft play, health club link to the Isle of Wight. We’re working in partnership with our attractions colleagues to target the day visitor as STILL FUNCTIONING well as local residents. “For us, the key to success is getting he function rooms play a vital role in the success of The Pyramids project. the product mix right for the location Already income-generating, they remained largely untouched during the and giving visitors reasons to stay longer T redevelopment project other than being redecorated. or to revisit the seafront. The Orangery Glass House – formerly Portsmouth’s foremost nightclub, with “Thanks to local support and its views over the Solent and the Isle of Wight – is now a sought-after wedding the efforts of ‘The Friends of The reception location and is once again hosting an increasing number of club nights. Pyramids’, the new facilities now The Plaza hosts exhibitions and events too, but is also home to the city’s only provide the area with a family mid-sized music venue; it has previously hosted top artists such as Radiohead, destination they can be proud of.” The Arctic Monkeys, Coldplay and Lily Allen. Eliza Doolittle, Pete Tong and Feeder have all confi rmed for 2011. julie fi sher [email protected]

50 Read Health Club Management online at healthclubmanagement.co.uk/digital january 2011 © cybertrek 2011 CREATEABILITY

LEISURE ENVIRONMENTS FROM EVERY ANGLE

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january 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 51 leasing

Leasing acts as life support for many clubs, says Kay Glover. Have you considered your options? BALANCING THE BUDGET

imes are tough and banks are operators should think twice before payments over its prime useful life, with more reluctant than ever to investing their precious cash resources the equipment itself acting as the main lend to the leisure industry. To into equipment that might be better security against the fi nance. Agreements survive, our businesses have had fi nanced over its useful life. Expending are designed as far as possible to suit Tto become fitter and leaner than ever your cash resources on equipment that your cashfl ow, with monthly or quarterly before. Many of us have already trimmed will only ever depreciate can leave an payments fi xed for the life of the away the fat, focused on our core organisation vulnerable to cashfl ow agreement – excepting VAT rate changes objectives and identified what we need problems later, especially in an uncertain of course – and there can be signifi cant to do to be profitable – so how do we economic climate. There’s also little tax benefi ts for private sector customers. go about obtaining the financial support point in investing your cash into “Any value of equipment, from £1,000 we need to put our plans into practice? equipment if you will then struggle with upwards, can be leased over periods Obtaining funding generally depends cashfl ow or fi nancing soft costs later. between three and fi ve years for the on two things: fi rstly, the nature “Many see bank loans as a good option private sector and up to seven years of your organisation – are you an for funding a new or expanding leisure for the public sector. At the end of established business, a start-up or a business, but they’re not necessarily most lease agreements and all hire public sector operator? And secondly, the best solution for funding equipment. purchase agreements, ownership of the the purpose of the funding required Banks may vary their interest rates equipment can be transferred to you. – is it for ‘hard’ equipment or for so- during the loan period and may require “Many think leasing is expensive when called ‘soft costs’ such as training? security over your assets. compared with other funding options, “Also, using the bank to fund all your but this is just not true. Leasing rates financing equipment equipment acquisitions can leave you can be very competitive and, combined Installing new equipment can be an with huge exposure to one organisation with the tax benefi ts, the true cost may excellent way of refreshing a site, – it handles your day-to-day cashfl ow be less than traditional bank facilities. attracting and retaining clients and and you may need to secure additional “Another myth is that leasing is only staying ahead of the competition. working capital facilities from time to for companies that can’t afford the cash. However, we’ve been through a tough time. In addition, should there be a Actually, the reality is the exact opposite. few years where obtaining funding even change in the bank’s attitude to your Companies that lease often do so because for equipment became extremely type of business or if your relationship they know there are better uses for their difficult, with funding sources leaving the manager changes, having all your eggs in cash that allow them to maximise profi ts market. But the landscape has evolved one basket can cause major problems.” or to avoid cashfl ow pressures during and new resources have emerged: uncertain business times.” equipment financing is once again open the value of leasing Jeff Davis, senior VP of commercial to most organisations that can Morris continues: “Lease or hire purchase sales for Power Plate UK, agrees that demonstrate that they are, or have the have always been popular solutions and leasing is an excellent way for clubs to potential to be, profitable and viable. are becoming increasingly so for many fund equipment. “You get to spread the Phil Morris of LDF (formerly Lease leisure businesses for several reasons. cost,” he says. “Leasing has no impact Direct) outlines the options available The basic principle is that the operator on your existing bank or credit lines and to operators. “Outright purchasing chooses the equipment, and the fi nance rentals are fi xed, so you’re not subject is great if you have cash available, but company buys it and charges you monthly to infl ation or interest rate hikes.”

52 Read Health Club Management online at healthclubmanagement.co.uk/digital january 2011 © cybertrek 2011 Life Fitness offers finance on Certified Pre-Owned and brand new kit. It has leased equipment to Hawthorn Leisure Centre, opened by Darren Campbell (above)

tailored leasing deals Of course, no two businesses are the same, and leasing deals should ideally acknowledge individual circumstances. Graham Partridge, director of Alliance and General Leasing, explains: “Leasing is a great option for many businesses, particularly in today’s economic climate, but there are still pitfalls to watch out for. One of the main problems that we fi nd with many leasing deals is that they Leasing is a great option for specify minimum term rather than fi xed many businesses, particularly term. A fi xed term gives you a fi xed end date, as the name would suggest – you in today’s economic climate know the date when the agreement will start and when the fi nal payment will be made. A minimum term means that there is no fi xed end date and, unless you’re on top of your agreement, both offer a personalised service with with the fi nance partner and try and get payments will still be taken from your fl exible leasing options, for example. the best deal in the circumstances.” bank account until you stop it. Gideon Stanley, Precor’s international “We have over 25 years’ experience customer fi nancing director, comments: turn to the experts in arranging leasing deals for the leisure “Precor works closely with customers Meanwhile Life Fitness offers fi nance not industry and are well aware that every and fi nancing partners to tailor leasing only on its brand new equipment but case needs to be treated on its own packages that meet the requirements also on its Certifi ed Pre-Owned range. merits. We pride ourselves on offering for both parties. It’s about managing “Like most equipment providers, we bespoke deals for our customers. expectations and achieving the right work with a fi nance partner to provide Leasing is no different from any other balance. Most companies take a the actual leasing agreements,” explains fi nancial package in that respect – you standard fi xed-term deal over three Alan Louden, business development wouldn’t expect everyone to be offered to fi ve years with monthly payments. manager for Life Fitness. “We’re fi tness exactly the same mortgage, irrespective If a customer is willing to put up a good experts, not fi nance experts, so we of their circumstances or size of loan, level of deposit, then we can often get choose to partner with top specialists in and leasing has to be treated in the a better package for them. this fi eld so we can offer our clients the same way. We work with our customers “That said, we can be fl exible and best possible fi nance solutions. to provide them with the very best deal variations are possible – customers “Having the right fi nance partner adds to suit their business needs.” sometimes look to lower monthly value to our customer relationships. A Meanwhile, most of the reputable payments or build in payment holidays, complete package can be created for equipment manufacturers offer leasing for example. Our job is to work with the the customer that takes into account packages. Technogym and Precor customer, help broker the arrangements fi nance of the new equipment and also january 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 53 leasing

removal and trade-out of their existing equipment. Net sales proceeds from disposal of equipment can also be factored into the deal, often substantially reducing the leasing payments.” Both Life Fitness and Power Plate UK work closely with LDF to provide leasing solutions for their customers. Morris explains that partnerships with the right industry experts are vital. “We’re extremely careful in choosing the supplier

partners we work with, as we have to be ©WWW.SPORTENGLAND.ORG certain that their products and services will stand the test of time – we have to live with the finance agreements for several years and don’t want customers having issues with the equipment. We generally have years of experience of their service standards over the life of the equipment, so working with us and one of our approved suppliers should give clients added peace of mind.” As both a leasing funder and broker, companies like LDF can create tailored finance packages for customers that not only provide the funding they need but Installing new equipment that also constitute a scalable solution is an easy way to upgrade that can be extended and added to as and refresh a site, and necessary, as an organisation develops. can be more affordable “We’re in it for the long term,” explains through leasing Morris. “I have many clients that I’ve dealt with from a single-site start- up situation, where we’re now on their second or third round of new demonstrate that they’re financially realistic aims and objectives,” adds equipment at multiple sites.” stable, better deals will be open to them. Dan Wille, VP and general manager “New lenders and increased risk of Life Fitness UK. “Operators options available appetite will only emerge when there is and their partners have a shared Times might be tough, but it would seem general economic growth and recovery responsibility to uphold and promote the options are still there to keep and the banks have rebuilt their balance the reputation and professionalism refreshing your offering. “Given the sheets. Until such times, leasing of our business, which will eventually current economic climate, companies remains the favoured option.” result in further cash injections and are looking to leasing in order to fund “There are financial solutions – it’s investment into our exciting industry.” equipment purchases and manage their about finding the right one for you, cashflow,” says Stanley. “If a reasonable with the right partners and making kay glover deposit is put down and they can sound business judgements based [email protected]

Strength Resistance Training and Conditioning Systems, Utilising the unique patented BBCT technology providing increased athlete strength and power whilst reducing the risk of injury.

www.gen3kinematics.com EVENTS show preview

The big names are back for the UK’s largest beauty show Professional Beauty 2011

rofessional Beauty is the UK’s year. From Elemis to Dermalogica, Attendants can compete largest event for the health Guinot to Aromatherapy Associates, in the International Nail and beauty professional Dalesauna to CACI, and Jessica to OPI, Competition or the first ever P National Make-Up Awards and, in 2011, is already set everybody who’s anybody will be at to be twice the size of previous events. Professional Beauty 2011. Taking place on 27–28 February 2011 at New products will include launches world-class speakers including Francis ExCel in London, Professional Beauty from Sweet Squared, CND and Hayter, Don Camilleri and Pete Cohen 2011 promises more exhibitors, more Minx, as well as from skincare brand among many others: the two days will products and more educational tools Skinceuticals. Most exhibitors will run be packed with relevant topics for the than ever before, as well as unmissable exclusive show offers and substantial spa and salon owner. Two medical competitions and unparalleled discounts at the show. aesthetics conferences are also on networking opportunities. offer, as well as business seminars and competition time the BABTAC and ITEC seminars. what’s new? See industry professionals battling it out With plenty of opportunities on offer, The most exciting new feature for 2011 to be the best in the country in our nail everyone can learn something new at is The Ultimate Spa Experience, and make-up competitions – or perhaps the show. Visit the Professional Beauty Europe’s only purpose-built exhibition even compete yourself? website – www.professionalbeauty.co.uk spa with hamman, rasul and both wet Competitors will show off their – for agendas and speaker information. and dry treatment areas. skills at the ever-popular International No matter what your interests, German manufacturer Haslauer is Nail Competition or participate in the Professional Beauty 2011 is the place investing £100,000 in this new area, ﬁ rst ever National Make-Up Awards. to be to discover everything you need and qualiﬁ ed professionals can These competitions are designed for business success. experience these spa treatments at for professionals and students to the show by booking online. showcase their talent and take their ABOUT PROFESSIONAL BEAUTY 2011 career to the next level. offers and launches Dates: 27–28 February 2011 Professional Beauty 2011 has the conventions, conferences Venue: ExCel London backing of the some of the biggest and seminars Opening times: names in skincare, spa, nails, Professional Beauty 2011 comes with an 27 February: 10.00am – 5.30pm equipment, medical beauty and tanning, impressive educational programme. The 28 February: 10.00am – 5.00pm making it the industry showcase of the European Spa Convention is back, with

For further information and to register online for your free ticket, visit: www.professionalbeauty.co.uk Follow us on Twitter for the latest show and industry news: http://twitter.com/#!/pro_beauty

january 2010 © cybertrek 2010 Read Health Club Management online at healthclubmanagement.co.uk/digital 55 PERFORMANCE HEALTH & WITHIN

At Reﬂex nutrition we manufacture premium quality sports and health supplements.

Our strapline above deﬁnes our very balanced approach; our performance products consider health within the formulation and our health products are formulated to perform. This makes the range accessible to a very broad base of people.

If you are interested in stocking our range of sports and health supplements or would like to understand how you can see a dramatic increase in your secondary source of revenue, or to receive a FREE sample of our NEW HIGH PROTEIN FLAPJACK, then please call Karl Schwick on 01273 711616 ext 1005.

Find out more at www.reﬂex-nutrition.com tel. 01273 711616 nutrition A WOMAN’S TOUCH HOW CAN GYMS BRING WOMEN INTO THE NUTRITIONAL PRODUCTS CATEGORY? JO POCKETT ASKS THE EXPERTS FOR THEIR THOUGHTS

rotein supplements have traditionally been targeted P at the male audience, but there are now ranges specifically designed for women – and health clubs are looking to maximise this opportunity. We ask a panel of industry experts for their thoughts on how gyms can bring women in to the nutritional products category.

INKOSPOR, Germany Rainer Pinell – international sales director

omen muscle fi bre. Women viewing this who as calorie intake are mistaken, W engage as protein supplements are very in sports such as different from general food and drink athletics, swimming consumption. Could it be true that and tennis – who are male gym-goers know more about often also members the fundamental rules of metabolism? of a club – tend to have more fun Or are they simply less blinded than with their exercise, with little or no women by the pressures of modern attention paid to slimming. body culture clichés? However, women who only use After a workout, with hunger gyms and fi tness clubs are more than pangs raging, it’s a natural reaction likely trying to change their shape and to want to fi ll your calorie defi cit lose weight within a safe environment, with something satisfying as a reward surrounded by like-minded people. for your hard work. However, They will probably have tried one or the best thing you can put into several diets with negligible results your body at this time is protein. and will have turned to exercise to To raise awareness of this among help them reach their target – but women, health club managers need they will still be in the diet mindset to promote the benefi ts of sports and will eat as little as possible. supplements, particularly protein. Women often worry Meanwhile, their male counterparts Protein intake will help to build up that supplements will in the gym will be glugging on protein the calorie-burning factories within lead to them getting ‘big drinks, aware of the fact that their exercisers’ bodies – which is, after muscles’, but that is not intake will aid the generation of all, typically their main goal. necessarily the case

january 2010 © cybertrek 2010 Read Health Club Management online at healthclubmanagement.co.uk/digital 57 www.ultrabody.co.uk nutrition Balance SOHO GYMS, London, UK Michael Crockett – managing director for you o enhance realise the impact they can have on our female their workout, and supporting this More fitness, T members’ with offers on our website and in more quality of life experience and help member newsletters. them get the most Maxitone nutritionists provide out of their workouts, training on the products, and the we’ve established a science behind them, to all employees partnership with Maxitone, a complete in our main sites, and we host monthly nutrition range designed exclusively for educational workshops for our active women from the manufacturer members. We realise how defl ating it of Maximuscle. The range includes can be if you’ve worked out shakes and handy snack bars and for hours in the gym but aren’t caters for busy women, whatever seeing any changes in your stage of fi tness they’re at. body. We want our members We understand the benefi ts of to see results and these bringing protein into your routine products can help facilitate this. and want to communicate this to An agreement announced last the women in our gyms, many of month will see GlaxoSmithKline Active whom have previously been put acquire Maxinutrition and Balance off using these products, all its brands – including viewing them as Maximuscle, Maxifuel Thermo Caps ‘only for men’. and Maxitone – High-value CLA (Clarinol™) We’re now from Darwin Private to support the transformation sampling products Soho Gyms Equity. See news of fat into energy has struck up (p13) for more in certain classes, High-quality L-carnitine (Carnipure™) helping female a partnership detail on the Carnipure™ offers purest L-Carnitine and is members with Maxitone £162m deal. a trademark of Lonza Ltd, Switzerland. Extracts from green tea BioPerine® a 98 % pure piperine extract Only 3,6 calories per capsule REFLEX NUTRITION, UK Recommendation: 3 capsules 2 times a day Julian Wright – marketing director

f you could deliver Perhaps the most appropriate way a toned and to counter these misconceptions I slender fi gure to within the gym is to fi nd athletic every woman walking female members who use into your gym, the supplements (including protein) and likelihood is that use them as case studies. This could you’d have the UK’s be through simple endorsements most popular gym. Ironically, the of products in literature and the supplement category that’s currently media, or through presentations, inextricably linked to the young discussions and competitions within male market can be fundamental in the gym itself. Personal trainers are delivering results for women too. of course instrumental in delivering We undertake product sampling and supporting this activity. in gyms on a regular basis and Gyms may also want to fi nd a constantly hear the misconceptions supplement brand to work with relating to protein and supplements, which can present, sample and typifi ed by the favourite: “But I don’t discuss its supplement range in an want to get big muscles.” appropriate manner. Even better if it The truth is that sports has a range of health products that supplements can help maximise both your female members can relate to. the workout itself and recovery from It’s not rocket science, so just think the exercise, and support a toned about the expenditure of your male physique. The only way in which members – in theory, the female anyone will get ‘big muscles’ is by market could be just as great in undertaking strenuous weight training. providing secondary revenue.

available at: NUTRITION FIRST, Derby january 2010 © cybertrek 2010 +44 1332 299911 – [email protected] nutrition

QNT, UK Sharon Wilson – brand manager

nutritional values are similar to our utrition is as male range (QNT), but the look and important feel are very feminine. N as exercise Once you have the right product, to achieving physical it’s about engaging and communicating goals. So in terms with the female members in the of ﬁ nancial gain club. Staff conducting one-to-one for the club, not only is there the sessions should know to up-sell these immediate revenue from sales, but items, incorporating them in relevant using nutritional products increases programmes and giving the club an members’ chances of success, which instant hit on the revenue stream. makes them feel good about their Choosing a provider that offers experience and, most importantly, good support is also paramount. Your keeps them coming back. supplier should know your club and The ﬁ rst step to bringing women its membership demographic. into the category is helping them to In short, it’s about incorporating understand that the products aren’t the product into the user experience just for men. Realistically this will, so that, just like swiping in at at least in part, be down to the look the start of a session, nutritional and feel of the brand. That’s why we products become an integral part of developed our Easy Body range: the the member experience.

The Maxitone range includes shakes and snack bars for women The Easy Body brand was developed to appeal specifically to women of all fitness levels

ULTRABODY Michael Clark – head of sales

he female Over 60 per cent of our Ultrabody L Use group exercise instructors supplement products sales are to the female as product advocates, especially T market market. We’ve found the most in female-dominated classes like is potentially far successful in-club strategies to be: aquaerobics and pilates. larger than the male L Don’t call them supplements, L Package products appropriately market, as more as there’s too much scepticism – for example, our protein shakes gym-goers are female associated with the word. Instead use and bars have been re-packaged as and their range of exercise goals terms like ‘nutritional solutions’. Inch Loss shakes and Inch Loss bars often far broader than among males. L Run nutritional seminars for to appeal to women. The key to tapping into the female members where questions can be L Give away free product in return market and encouraging spend asked and products sampled. for testimonials, and share success among this member stories to make group is to dispel the results from the myths around the products more supplementation, using tangible and ‘real’. education and smart L Organise nutritional marketing to make or diet groups with a supplements non- ‘try before you buy’ threatening. Ultrabody: 60 per cent of its sales are to women taster element.

60 Read Health Club Management online at healthclubmanagement.co.uk/digital january 2011 © cybertrek 2011 [email protected] www.qntuk.com sibec review EUROPE QUESTION TIME

Katie Start reports on discussions from SIBEC Europe, on the challenges that lie ahead for the industry

THE PANEL sDave Stalker, executive director, FIA et against the beautiful backdrop of the Portuguese sSarah Watts, MD, Alliance Leisure Services coastline, 170 buyers and suppliers gathered sCraig McAteer, chair, sporta S for SIBEC Europe in November to explore sTheo Hendriks, CEO, Sports and Leisure Group collaborative opportunities. This year, the event (The Netherlands) launched with a Question Time-style forum, chaired by Mike sNiki Keene, international healthcare and wellness Hill, MD of Leisure-net Solutions. A panel of influential director, Curves International industry figures answered questions from the floor, exploring the opportunities and threats the industry faces in these times of spending cuts and economic recession. sports hall into a mezzanine fitness and Ten Pin bowling facility can result in a rise in annual income levels from around What do the emergence of budget gyms and the cuts £70,000 to £600,000-plus.” imposed by the Comprehensive Spending Review mean for the future of the industry? Jeremy Jenkins, How can trade associations work better together to head of sales, Matrix Fitness Systems get more people physically active? Dave Wright, CEO, Craig McAteer: “Difficult times lie ahead, certainly for Creative Fitness Marketing those working in public sector cultural and leisure services. Dave Stalker: “It’s vital that organisations stop focusing on Local authorities have been instructed by central government individual gain and start joining together to achieve common to make 25 per cent cuts and these are to be front-loaded, goals. Through initiatives like Cameron’s Responsibility Deal, adding to short-term pressure. While some facility closures the government is finally recognising the important will be inevitable, partnership working and outsourcing will contribution our industry can make to the future health of the become more attractive, which will create opportunities for nation. However, for progress to continue, we need to work the private and third sectors.” collectively. The FIA is working hard to break down barriers, Niki Keene: “The industry needs to move away from a ‘one liaising closely with IHRSA and EHFA, while two members of size fits all’ approach and embrace opportunities to service sporta sit on the FIA board. Sharing information and working niche markets. Ladies-only gyms and budget clubs will attract together will achieve more than working in isolation.” certain demographic groups not currently tempted to engage with more traditional offerings. As long as ‘budget’ does not What can UK operators learn from their European compromise safety and service standards, more consumer counterparts? Hans Muench, director of Europe, IHRSA choice can only be a good thing.” Theo Hendriks: “The UK could definitely benefit from taking Dave Stalker: “Whatever the product, whichever more of an interest in emerging European trends and examples populations we’re catering for, we must put the level of service of best practice. SpinningTM was introduced to Holland in 2003, at the heart of our offering. ‘Low cost’ and ‘spending cuts’ must but it was several years before the UK saw its potential and not be allowed to equate to poor service. Customer really embraced it. Currently, the milon brand is growing in satisfaction drives retention and referral; without these our popularity – particularly in Germany, Belgium and Holland – industry will struggle to survive, never mind grow.” and operators in the UK would be wise to investigate its Sarah Watts: “The current government spending cuts can potential. Obviously not all products are right for all markets, present an opportunity for the leisure industry, in that leisure but it’s difficult to make choices if there isn’t a general is the only service run by local government that has the awareness of the opportunities. potential to generate revenue. This can be achieved by “Even if there are no obvious opportunities to work well-planned investments and the development of under- together, UK operators and suppliers should make more of utilised space. For example, the conversion of a four-court the opportunity to talk with European delegates at events like

62 Read Health Club Management online at healthclubmanagement.co.uk/digital january 2011 © cybertrek 2011 Offerings should be developed to meet whatever the market demands, from women-only gyms such as Curves (above left) to budget clubs such as The Gym (above) and Pure Gym (left)

SIBEC Europe. There is a lot that could be learnt from a more less complex wellbeing issues. We’re all aware that simply proactive sharing of information and experiences.” participating in regular physical activity has numerous health and wellbeing benefits. Delivering good quality instruction, What is the industry currently doing to engage motivating people to keep going and making sure they have an with GPs, and how can this be improved? Jonny Sullens, enjoyable experience in our facilities will all contribute to a portfolio director, UBM beneficial mental and physical experience.” Craig McAteer: “The NHS is currently going through some significant structural changes. Some of these changes – the We’ve seen the emergence of women-only clubs in introduction of GP Clusters, for example – have met with the UK. Will male-only clubs follow? Phil Storey, CEO, resistance from those involved, and it’s likely that there will be Pendle Leisure Trust a period of bedding in before any benefits start to emerge. Niki Keene: “Why not? As I mentioned earlier, the industry That said, 90 per cent of the NHS budget now goes through must cater for niche markets if we’re to gain more market the Strategic Health Authorities, GP Clusters and Primary penetration. That said, we need to understand why the Care Trusts. As a sector, these are the groups we need to be concept has worked so well for ladies and question whether targeting and forming relationships with if we’re to bring the men would be encouraged by the same sort of offering. fitness and health agendas closer together.” “People are more likely to work out, and continue to do so, in an environment where they feel comfortable. If that Where is the evidence of the industry engaging with means creating spaces, groups and services for specifi c niche the health sector? Innes Kerr, group operations director, populations, then the industry should aim to cater for this.” The énergie Group Craig McAteer: “In order to engage with the health sector, If you could change one thing in the industry, what we need to be able to provide more data on the programmes would it be? Lorraine Young, head of health, fitness and sales, we’re running and the results we’re achieving. Benchmarking is Edinburgh Leisure absolutely vital. Suppliers need to be proactively developing Craig McAteer: “Make leisure and culture a statutory tools that enable operators to do this more effectively.” public sector service.” Sarah Watts: “Pay our professionals a wage they deserve.” Staff often don’t even smile at members when they Dave Stalker: “Put outstanding customer service standards come into our gyms. Are we getting ahead of ourselves at the heart of our offering.” to think we can deliver on more complex agendas such Theo Hendriks: “Work on improving customer satisfaction as medical wellbeing? Kate Cracknell, editor, HCM to positively infl uence retention.” Sarah Watts: “We need to define ‘medical wellbeing’. Niki Keene: “Improve the relationship between the fi tness Delivering complex medical expertise may well be a step too and health sector. Provide doctors with more training on the far at this stage, but we most certainly can deliver on the softer, benefi ts of physical activity.”

january 2010 © cybertrek 2010 Read Health Club Management online at healthclubmanagement.co.uk/digital 63 consumer research CUSTOMER INSIGHT

Mike Hill reports on the findings and analysis from the ninth annual HAFOS survey into consumer attitudes towards health and fitness

inety-five per cent of people have to ask ourselves how we can turn more sessions a week. Of these, 20 per now believe exercise is this awareness into desire and then action. cent claimed to have done five or more. N important to their health, up Although the number of people 1 per cent on last year – this older and wiser? claiming to have achieved the three according to the latest national Health Worryingly, older age groups still tend to times a week and fi ve times a week and Fitness Omnibus Survey (HAFOS). think that exercise “is not for them”, 30-minute targets appears to have The only regular industry barometer of with the percentage of over-65s wanting plateaued this year, HAFOS has seen a UK consumers’ attitudes towards, health, to be more active significantly lower steady increase in both measures – up fi tness and physical activity, HAFOS than among younger age groups (see around 15 per cent over fi ve years. is now in its ninth consecutive year. A Figure 1, below right). As people grow However, recent research – carried street-based consumer survey, it uses older, they feel they don’t need to out as part of the Department of a national sample of over 2,400 people exercise as much, when in reality it often Health’s Health Survey – raises a interviewed in 10 locations throughout becomes more important for them to England and Scotland. The fi ndings are keep active. In order to change this benchmarked against a rolling average of perception and attract the grey market, results from the previous fi ve surveys. the industry must adapt its educational The ‘activity is important to my health’ and marketing messages to target this fi gure has in fact remained consistently growing percentage of the population. high over the last fi ve years. Similarly stable, though, is the number of people getting active who nevertheless fail to put this When asked how much physical activity awareness into action: every HAFOS they had actually done, it’s interesting to survey has shown that about half of the note that percentages are the same as in adult population would like to be more last year’s report. A concerning 20 per active than they currently are. The 2010 cent of the population stated that they survey is no different – only 42 per cent hadn’t managed any 30-minute sessions of respondents felt they exercised as of moderate exercise recently, while 61 much as they would like. As a sector, we per cent said they had done three or ©WWW.SPORTENGLAND.ORG

64 Read Health Club Management online at healthclubmanagement.co.uk/digital january 2011 © cybertrek 2011 ©WWW.SPORTENGLAND.ORG

The real amount of activity undertaken is significantly less than is reported by individuals

worrying consideration. When they 61 per cent strongly agreed that you 32 per cent of female respondents tested actual activity levels (using should keep it up for 30 minutes. said they wanted to increase their accelerometers) against self-reported However only 42 per cent strongly activity in order to lose weight levels, the real amount of activity agreed that it needs to “get you out of undertaken was signifi cantly less than breath” and only 16 per cent strongly had been reported by the individuals. agreed that you can achieve these levels to “improve their general health”, while This suggests that the scale of the of physical activity without doing sport 26 per cent said it was more about inactivity problem is much greater or exercise (see Figure 2, p66). either improving their body shape and than we currently believe. The responses to these questions tone and/or maintaining or losing weight. show that there is still some education Improving self-esteem, socialising and attitudes towards to be done in terms of getting people to exercising for specific health issues were physical activity understand clearly what they need to be among the other reasons quoted. For the first time, HAFOS asked some doing, how often and for how long, in However, it’s important that standardised questions relating to order to gain maximum health benefi t. operators realise not just why people attitudes towards physical activity, and want to be more active, but also how specifically around the current motivation for change motivating factors differ between recommendations of ‘5 x 30 minutes’ of When asked why they wanted to be different sub-groups of the population moderate activity. Among respondents, more active, respondents’ views have – age and gender, for example, have a 60 per cent strongly agreed that changed very little since last year: most signifi cant infl uence on these fi gures. moderate activity is good for you, while people (63 per cent) said they wanted This understanding should inform not just marketing and sales, but also retention strategies. Figure 1 Would you like to do more physical activity/exercise? YES NO Older people tend to take a more holistic approach to physical activity – 81 per cent of 65- to 74-year-olds said they 75+ 23% 77% wanted to be more active to improve 65-74 39% 61% or maintain their health, compared with only 61 per cent of 35- to 44-year-olds. 55-64 52% 48% Meanwhile the research found that 45-54 53% 47% women focused more on body shape 35-44 62% 38% and appearance as a factor – 32 per cent 25-34 69% 31% of female respondents said they wanted 15-24 65% 35% to increase their activity levels to lose Hafos11 56% 44% weight and shape up, compared with only 21 per cent of male respondents.

january 2010 © cybertrek 2010 Read Health Club Management online at healthclubmanagement.co.uk/digital 65 consumer research

Figure 2 Attitudes to physical activity

You can get enough in your daily life without doing sport or exercise

Physical activity is better for your health if it gets you out of breath

Physical activity is better for your health if you keep it up for at least 30 minutes

Physical activity is good for your health even if only for 10 minutes at a time

Physical activity is good for your health even if it is moderate

0 20 40 60 80 100

Strongly agree Agree Neutral Disagree Strongly disagree

In addition, other research by excuse. As long as people feel The number of people saying they Leisure-net Solutions – based on they’re ‘time defi cient’, physical would consider using their local focus groups among club members activity providers will have to fi nd club has gone up to 58 per cent – suggests that weight loss and innovative ways to address this in the improvement of body shape is actually way they programme, market and last year, with over half (58 per cent) of an even bigger motivator than fi gures deliver their services. Coming up with the sample saying they were open to the indicate. There’s a tendency for people alternatives that can be slotted in idea (compared to 41 per cent in 2009) to say that their motivation is holistic before, during or after a working day – perhaps thanks to ongoing messages and about “being more healthy”, when – such as providing express workout from the media and government. in reality the key motivator is how programmes and 30-minute group As with barriers to exercise, they look rather than how they feel. exercise classes – must be a priority. once again pricing is an important It’s also time we addressed consumers’ consideration – reducing fees would a timely problem false, but nonetheless common, strongly encourage just over a third Lack of time is still a very real barrier to perception that a workout must last (34 per cent) of respondents to use exercise in many people’s minds. Just hours in order to be valuable, both their local leisure centre or health club, under half of respondents (45 per cent) physically and in terms of getting their followed by improved facilities and a said it’s what prevents them from being money’s worth. If consumers can be better range of facilities/equipment. more active – down 9 per cent on last convinced that short, intense workouts However, while lower prices is always year. Lack of confidence (13 per cent) can be just as – if not more – effective the most quoted ‘encouragement factor’ and “not sure what to do” (12 per cent) than long gym sessions, their perception for people to use their local centres/ were the next two most important of receiving value for their monthly clubs more, detailed analysis and factors – both significantly up on last membership fee will also increase. qualitative research continuously shows year’s findings (see Figure 3, below). that lowering price will not, in itself, The perception of time as a barrier the price of fitness make a difference to more than a small is one that must be addressed by The number of people who would percentage of the population. Price operators, regardless of whether it consider using their local leisure centre is closely related to value for money is in reality a true barrier or just an or health club was up significantly on and a gym membership only becomes ‘expensive’ if it’s not being used regularly. However, some consumers still don’t fully understand the proposition Not enough time that leisure centres and health clubs are now offering. Many people haven’t Lack of confi dence visited their local leisure centre since Not sure how to they were a child, or been in a health start/what to do club at all. Is it therefore surprising that Other so many people see a price quoted for using these facilities in isolation, and Health problems conclude that it’s ‘expensive’? Costs involved As a sector, we need to better Figure 3 explain the benefi ts associated with No convenient and What’s the charge and with using the facilities accessible facilities stopping you on a regular basis. doing more? 0% 10% 20% 30% 40% 50% (those who mike hill is md of leisure-net solutions Benchmark Hafos11 would like to be more active) [email protected]

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january 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 67 club cleaning What, more cleaning?

Whatever type of club you run, with however many members, one thing you will have in common is cleaning. It’s an endless task but if you let it slip, so will your membership – so how do you keep on top of it? Here’s how four very different clubs have met the challenges they face in keeping clean

Danielle Greenhalgh, club manager, GL14

L14 is a boutique G operator with two clubs – a city centre venue in Manchester and a converted historic building in Bedfordshire. The group is proud of its standards of cleanliness, but Bedfordshire club manager Danielle Greenhalgh says it doesn’t come without its challenges. “The main challenge of cleaning our club is the building itself. The gym ceiling is 60ft at its highest point and full of wooden struts that are so rough they rip up any cloths – we have to hoover them! To clean it we have to shut the club down and do a night clean,” she says. The 60ft ceiling at GL14’s historic Bedfordshire site proves challenging for staff “The next challenge is timetabling. It’s a logistical nightmare organising the one to supervise them, we couldn’t “All our departments are responsible cleaning and every day is a challenge, communicate effectively and if there for cleaning. Our ﬁ tness instructors but we are a destination club so it’s was something that needed doing in spend one hour a day cleaning and vital that we remain pristine. the daytime there were limited team maintaining the gym equipment, the “We tried having evening cleaners members to carry it out. Also, they membership consultants carry out a but it didn’t work. There was no- were not visible to the members and I sweep of the club before a tour with strongly believe that the clean team adds a prospective member, and everyone to the customer experience. on duty is responsible for checking “But then you have to get the balance the changing rooms. If I notice people right. Customers like to see the club haven’t been checking, then I follow being cleaned, but they don’t necessarily it up. It’s the responsibility of the like the steam room being jet-washed management to track that everything when they’re trying to relax in it, or by gets done to the highest standard.” the candlelit swimming pool and spa. We change the timings every day so that it doesn’t affect the same people. THE CLEANING SHOW “The solution was getting the clean team to love the club and take pride in The Cleaning Show is being their job. We’ve achieved this by treating held at the NEC in Birmingham on them like every other member of staff. 1–3 March 2011. This year’s show They’re involved in all staff meetings features a new ‘green zone’, showing and every part of our decision-making. only products that are developed to This communication process is very promote environmentally sensitive important as the clean team need to be cleaning practices. Fitness instructors are responsible able to answer members’ questions and www.cleaningshow.co.uk for cleaning and maintaining kit tell them about any operational issues.

68 Read Health Club Management online at healthclubmanagement.co.uk/digital january 2011 © cybertrek 2011 Arthur McColl, business and brand manager, LA Fitness

year ago, programme that each club undertakes LA Fitness monthly. Each club and its contract A found itself cleaners are also audited monthly by low in the ranks head ofﬁ ce. We have monthly member of an independent ‘Pride’ surveys, along with feedback survey of health cards in clubs. This is all reported Last year, LA Fitness found itself club cleanliness. monthly, with league tables produced. low in the ranks of a club cleanliness As a result, it has It’s very effective at highlighting any clubs survey and has since raised its game introduced a new cleaning strategy that are falling behind and enables us to across its 80 clubs, as Arthur McColl, tackle any problems. and 4.30pm. In addition, we have hourly business and brand manager, explains: “In the clubs, the challenge is creating checks of toilets, showers and locker “As a chain of 80 clubs, it can be a the culture that everyone is responsible rooms, with lists of what needs checking. challenge to maintain standards at for cleaning. We introduced a “To help staff, we’ve installed hygiene all our sites. However, ‘pride programme called Essentials to stations – wipes for cleaning equipment in club’ is a pillar of our drive ownership of cleanliness – throughout the clubs. We also ask our business strategy – I can among staff. This includes members to play their part with polite create the most fantastic ‘pride sessions’ before each notices on equipment and in the toilets. gyms but if the changing peak period, where staff “We also think long-term in terms rooms are dirty, none of go through the whole club of our property department – using that matters. cleaning everything. This washable paints, for example, and “To track standards, happens at all 80 clubs at the introducing new wall and ceiling materials we have a self-assessment same times – 8.30am, 11.30am in showers that are easier to clean.”

Jelte de Kiewit, managing director, One Fitness, Holland

utch and told them what we wanted and they operator did it – simple as that. It didn’t change D One the cost of the contract at all and the Fitness is green products are just as effective. in every aspect of “People may think that it costs more, running the gym. but it really isn’t expensive. The things From generating its we buy ourselves, such as dishwasher own electricity to tablets and laundry powder, are slightly buying Fair Trade coffee, it makes every more expensive, but not a great deal. effort to minimise its carbon footprint. We have no need to pass on any Its cleaning is green too; the group – additional costs to our clients and they which has two clubs, in Amsterdam and appreciate our ethics. the nearby town of Hilversum – uses “Being environmentally friendly in exclusively green cleaning products. your business is getting more common The only challenge owner Jelte de these days and, really, it should be Kiewit now sees is encouraging other normal. Clubs think it’s difﬁ cult and operators to go green. “It was very easy expensive, but it isn’t. Let’s give them a One Fitness runs a totally green for us to be green with our cleaning,” he wake-up call. I also hope that customers operation, including its cleaning explains. “We hired a cleaning company will demand it more and more.” products and techniques

Stephen Petherick, commercial manager, leisure@cheltenham

he council- leisure centre – the building measures week. They also target the high footfall run leisure@ 6,100sq m (65,660sq ft) and has a footfall areas each day, such as changing T cheltenham of 11,500 people a week. We have three rooms and toilets. In addition, all our centre was famously pools, a sports hall, fi ve squash courts, a staff – including the leisure attendants fl ooded in 2007 (see four-pitch indoor cricket centre, a fi tness and fi tness team – are responsible for HCM Nov/Dec 08, suite, three studios, a sauna, steam keeping their section clean while on duty. p60), but as a result and spa area, a hairdresser, beautician, “This time of the year also provides a underwent huge osteopathy clinic, a café, three meeting challenge, as it’s wetter and colder and redevelopment. Commercial manager rooms and an athletics stadium. you have more cleaning to do. Stephen Petherick explains how they “We run a seven-day schedule of “And an ongoing challenge is that now keep the club looking new. cleaning. Our cleaners focus on a customers’ expectations seem to rise “Our main challenge is keeping on top different core area every day, so we every year. We try to keep pace with it or of the cleaning throughout such a large know these are well serviced every get ahead of it to minimise complaints.” january 2010 © cybertrek 2010 Read Health Club Management online at healthclubmanagement.co.uk/digital 69 industry research

Growth opportunities are there for the fitness industry, says Michael Oliver – but only if it taps survival of into real consumer needs THE FITTEST

hile 2010 has been a tough to pubs and bars, and 3 and 4 per cent Mintel’s research shows ‘being year for many sectors, it for nightclubs and cinemas respectively, healthier in general’ as the prime W seems that the health and things certainly look positive for the motivator for taking up a new sport and fitness industry has health and fitness sector. (cited by 42 per cent of respondents), come out relatively unscathed. Indeed with ‘specifi c medical reasons’ (31 per the latest research from Mintel reveals driving participation cent) and ‘losing weight/toning up’ (30 that, of all leisure activities, consumers Participation is also moving in the right per cent) not far behind. These are the identify private health and fitness clubs direction, although there’s still scope for reasons why people know they should as the thing they plan to use more in improvement. Mintel’s research on exercise – but they don’t necessarily the coming year – and the figure has 10-year Sporting Trends reveals that more provide adequate motivation for people increased from 8 per cent in 2009 to than 30 million UK adults now take part to actually get off the sofa and do so. 12 per cent in 2010 (see table below). in sport or exercise at least monthly – a However, 31 per cent of adults say Compare this with just 1 per cent of 15 per cent increase on 10 years ago – they have taken up a new sport, or consumers planning to increase visits reflecting an increasing awareness would consider doing so, because a among the population of the need to friend or family member already does A lot of people prefer to exercise keep in shape by eating properly and it – a motivating factor that’s perhaps either at home or outdoors doing exercise. Yet with fewer than a more carrot than stick, and something rather than go to a health club third of these active people exercising at the fi tness industry could tap into. With the recommended level of three times a a trend towards a more fragmented week or more, there remains a society, exemplifi ed by the long-term signifi cant exercise gap to be bridged. rise of one-person households in the

SPENDING INTENTIONS FOR LEISURE ACTIVITIES IN COMING YEAR (AS AT MARCH 2010) Base: internet Have cut Plan to Will not Will do Activity users aged back on cut back change more 16+ who do already on the activity % % % % Drinking in pubs/bars 1,583 43 9 47 1 Eat out at a restaurant or pub 1,803 38 12 48 2 Go to a nightclub 603 35 20 42 3 Go to the cinema 1,312 28 10 58 4 Go to a bingo hall 193 27 26 45 2 Go to a betting shop 362 26 23 50 2 Use a public leisure centre 762 23 13 55 9 Attend live sports events 653 22 16 57 6 Go tenpin bowling 597 22 17 59 2 Go to a theme park 505 22 15 58 5 Go to the theatre 701 21 14 60 5

Use a private health and ﬁ tness club 405 19 18 52 12 GMI/MINTEL SOURCE: Go to music concerts/festivals 741 19 14 61 6 Visit a cultural venue 889 18 8 66 7 Play the Lotto 1,308 18 12 68 2 Play video games 1,150 15 10 71 4

70 Read Health Club Management online at healthclubmanagement.co.uk/digital january 2011 © cybertrek 2011 It’s not just the economy that needs to be restored, but consumer confidence

UK, many people don’t have family and sites could do better in terms of reaching friends nearby to do sport with, and this out to the communities they serve. ©WWW.SPORTENGLAND.ORG is where operators can step in – setting While lack of interest in exercise – up low-key, informal participation the main reason why people don’t go groups in local outdoor spaces, for – is probably a wider issue that leisure example, or perhaps creating ‘player centres cannot tackle alone, there’s pools’ for games of squash or tennis a sizeable proportion (more than a at leisure centres. Subscription-based, third of non-users) who choose to interest-led offers could also generate exercise outdoors or at home rather groups of people with mutual interests. than at a leisure centre, suggesting that In this way – by shifting the emphasis opportunities might exist for drawing and portraying sport as a fun, social them in as regular users. Swimming remains the most activity – motivational problems and the Operators could instigate outreach popular activity at leisure centres, intimidation factor of trying something programmes with supervised outdoor but how will the loss of the free new can be overcome more easily than exercise by type – running sessions, swimming initiative affect that? by merely focusing on the end results in fi tness classes or mountain biking – terms of health and fi tness. held in other local authority sites such behind the budget health clubs looks set as parks. Participants could tap into to continue in response to the needs building revenue a network of experts for advice on of cash-strapped customers. There The leisure centre and swimming pool training or even rehab in the case of are also 12 per cent of UK consumers market has proved buoyant, according to injury, while for female exercisers there planning to go to health and fi tness clubs Mintel’s Leisure Centres and Swimming would also be the added security of more often, but it’s up to the sector to Pools – UK report. Revenues are up 14 exercising in a group. provide the motivation and seal the deal. per cent in the past five years and Making a connection with established Initiatives such as loyalty and reward admissions 10 per cent. However, this is exercisers in this way might provide a schemes linked to the number of visits, in large part down to the free swimming platform that operators could then build for example, could be just the incentive initiative, which provided a boost to on, such as offering short-term indoor needed to get customers moving. both admissions and secondary spend; memberships during the winter when And as the country continues to with the abolition of the scheme, centres it’s more diffi cult to exercise outdoors. feel the after-shock of the economic will have to look elsewhere for growth. crisis and government cuts, there will Swimming remains the most popular future opportunities be other areas for fi tness facilities to activity undertaken at a leisure centre, However, challenges remain in the consider. Further public sector job with more than half of users going with sector, with the Comprehensive cuts – which seem set to hit women the friends or family and a third on their own. Spending Review of October 2010 set to hardest – may lead to a change in how Meanwhile just over half of users visit make an impact. With local authorities’ and when people exercise, and savvy the gym or health club. The next most funding by central government set to brands will ensure they match their popular dry-side activity among women decrease by a massive 26 per cent offer to changing consumer needs. is fi tness classes. For men it’s indoor during the next four years, and total It’s not just the economy that sports like racquet sports or football. capital expenditure by local authorities needs to be restored, but consumer Similarly, when asked what facilities slated to fall 30 per cent by 2014–15, it confi dence. With exercise clearly they would use if they were to visit a seems certain that there will be less linked to feeling better about yourself, leisure centre, the largest proportion money available for the maintenance and alongside positive economic indicators, of non-users chose swimming – again development of council leisure facilities, 2011 could be a promising year for the underlining its universal appeal – many of which are in need of renewal. health and fi tness sector. followed by fi tness classes and indoor Nevertheless, looking ahead to 2011, sport. However, the report shows that it seems the opportunities are there for michael oliver is senior leisure nearly six in 10 adults did not use a the industry – but only if it can meet analyst at mintel leisure centre last year, suggesting that consumer demand. The momentum [email protected]

he 10th annual IHRSA European Congress took T place in Barcelona, Spain in October, with a record Kate Cracknell asks delegates from the attendance – over 500 delegates from recent IHRSA European Congress for EUROPE 26 countries, of which more than 260 were first-time attendees. their thoughts on the event’s highlights “There was excellent feedback following this year’s Congress, as well as the highest ever attendance. It’s clear that European industry leaders value this event and the opportunity it gives them to come together and learn from one another,” says IHRSA’s European food for director Hans Muench. “Our sponsor showcase brought 20 companies together with club personnel, networking extended to include an outing to the Champions thought League game on the ﬁ nal evening, and the educational programme provided valuable, thought-provoking insights from a varied range of speakers.” We ask a selection of delegates for their thoughts on the congress.

Miles Rimell Head of marketing, Precor EMEA & APAC

n underlying theme, which Christian Majgaard, former head of permeated the extensive global & business development at Lego, A range of topics covered at this revealed that the company’s success year’s congress, was benchmarking – was in part down to the realisation that, something we don’t currently excel at although they had a successful team, We must benchmark member as an industry. Whether it was the need they needed to bring in people with activity to motivate and reward them to create KPIs in order to more actively specialist outside skills to really drive the benchmark ourselves, the success that business forward into new areas. Sector Report, Algar illustrated how the looking to other industries for expertise And Ray Algar, speaking about the shift to low-cost has gained momentum can bring, or the need to be selective in growth of the low-cost gym sector, in the recessionary environment of who we benchmark ourselves against, referenced extremely lucrative low- the past year, which has encouraged it was a notable undercurrent in a series cost models that already operate in consumers to test low-cost brands. of different presentations. other sectors, including easyjet and The move away from conspicuous Nick Burrows, then MD at Nuffi eld Aldi. Budget gyms may be in their consumption is not to be under- Health, talked about the need to further infancy in our industry, but the low- estimated and, as customers are likely benchmark member activity in order cost proposition has been operating to remain interested in genuine value to measure their achievements and successfully for decades. Algar argued once they’ve experienced the quality of subsequently reward them. Accurate that we can learn valuable lessons by low-cost products, Algar argued that it’s member activity data is also a necessity looking to the business models of these a concept that’s here to stay. when in dialogue with third parties such trusted and profi table low-cost brands. Budget gyms have helped create a as health insurers and governments. Benchmarking aside, the theme of new consumer proposition that disrupts Burrows also discussed the need, Algar’s session – the rise of the low- the rules upon which the fi tness industry when attempting to build a brand cost sector, how it’s transforming was fi rst built. And the compact, tightly- identity, to benchmark against the European market and what other run and effi cient operation of low-cost companies such as Coke and Nike that – operators can learn from the model – offerings is a business model that other in spite of their size and broad portfolio was the overriding topic of the Congress, operators will be challenged by and – have successfully delivered a simple, often under discussion during break- need to ensure they learn, or compelling brand proposition. outs. Based on his 2010 UK Low-cost Gym differentiate themselves, from.

72 Read Health Club Management online at healthclubmanagement.co.uk/digital january 2011 © cybertrek 2011 Consumers are open to innovation that provides them with targeted fitness sessions David Minton Director, The Leisure Database Company (UK)

he sports legacy of the 1992 only, studios that offer only classes, and market via the games consoles now Summer Olympic Games in indoor and outdoor functional training – being promoted by the likes of Dame T Barcelona has left this beautiful demonstrates that consumers are open Helen Mirren and David Beckham. city in great shape. The almost religious to innovation that provides them with And demand-based pricing models, zeal in which football in particular, but targeted fi tness sessions. which work for many leisure industries sports and fi tness generally, are held The link between fi tness and health where margins are narrow and a need provided the perfect background to the has also seen some strong alliances. to maintain volumes is essential, could 10th Annual IHRSA European Congress. However, it was agreed that a pedigree widen the appeal of our sector. We also With over 500 attendees from 26 or a strong partner seems a prerequisite, need to strive for greater customer countries, this was not only the largest since there have been a number of false understanding and engagement, which congress to date but also the fi rst where starts around Europe. Nick Burrows of can fl ow from schemes such as loyalty fi scal cutbacks were universal. Most Nuffi eld Health explained how, in the cards and vouchers. innovation happens when it’s necessary, Nuffi eld Group, the largest provider of Digital communication offers so and everyone agreed it was necessary private hospitals in the UK, the largest many opportunities: Facebook and now for the industry to grow. provider of corporate fi tness facilities Twitter let us fi nd and be found – Given the paucity of real-time data and the fi fth largest fi tness brand have all keeping tabs on what’s important, and a lack of universal defi nitions for come together in a unique relationship – noteworthy and shareable. And now an the industry, it’s impossible to say an offer of balanced health and fi tness extra dimension has been added: the if the industry is growing or if the that’s appealing and that has improved check-in, connecting the physical to the middle ground is just being squeezed. member retention and profi t. virtual on Foursquare and Gowalla. All Nevertheless, talk of four common Challenges, or opportunities, may these now inter-connect with sites like ‘growth’ areas – low-cost units, women- come from the home consumer DailyMile and Splashpath, where the customer drives the engagement. It’s impossible to say if the In Barcelona we learn that Camp Nou is more than just a club: it’s Catalanity, industry is growing or if the middle Universality, Solidarity and Democracy. Perhaps our industry should learn to be ground is just being squeezed more than just a club.

Low-cost operations, such as Pure Gym (right), were the talk of the Congress

Anastasia Yusina President, Strata Partners (Russia)

always enjoy attending the IHRSA that stress is dangerous for our health. European Congress, with its Indeed, we often repeat it to our I networking opportunities that customers as an axiom – but axioms are invaluable to me as the owner of never motivate us to change our life. We a health club business. need to provide an explanation: why is However, this year’s Congress was it dangerous, what can exercise do to particularly interesting for me as the help, what effects will it have? We all keynote by Dr Mario Alonso Puig, from suffer from stress, but some people are Harvard University, picked up on a less affected by it than others – namely, theme we’ve been trying to implement those who exercise. Why? Because in our product positioning and marketing exercise causes our hormonal system to communication for more than a year: work differently, preparing our bodies to ‘exercise as medicine’. You don’t have to cope with stress. Only when we educate love exercising. You don’t even have to members in this way will it cease to particularly enjoy it. You just have to do be an axiom and encourage people to it. Of course, if the club makes such a actively use ‘exercise as medicine’. good job of it that you start loving it, The other very important notion that all the better – but this shouldn’t be the was discussed in Barcelona was the fact key factor to you joining. that, up until now, our industry has done So hearing this keynote, with its a great job of attracting people who medical slant on the beneﬁ ts of the like to exercise. However, the world is exercise, was a highlight of the event changing and we have to change with for me. We were reminded of the very it. If we want to attract new members, basic, physiology-based arguments that we have to change our arguments, our every industry employee should know wording, our attitude and the skill-set and use when talking to members and of our personnel. And this is a new prospects. For example, we all know challenge for everyone.

Women-only clubs were one of the key growth areas identified

Paul Eigenmann CEO/owner, QualiCert – Qualitop International (Switzerland)

s always, Barcelona is a great they still tend to focus on immediate bottleneck is, and remains, human venue for a congress, and this sales returns, but nevertheless I missed nature. Our species has an inborn drive A time was no exception. It was the strategic and conceptual emphasis for saving caloric energy, and this part interesting to see so many participants on the industry. of human nature is the bottleneck for from Spain (which was to be expected), There was quite a lot of emphasis retention. This will not change, no but also from Russia (which was on IT, with very useful information; matter what IT tools are used, as a lot surprising). And as usual, there were however, I also sensed some unrealistic of research on IT-supported behaviour good networking opportunities, but at expectations. Disseminating information change interventions have shown. I least in my case, actually not enough does not yet equal disseminating would have liked to have seen references time to make use of them all. knowledge, and even transferring to this more critical research. The presentation topics were information into knowledge is not a I enjoyed meeting old friends and interesting. It’s understandable that guarantee for behaviour change. The making new ones in the European context.

74 Read Health Club Management online at healthclubmanagement.co.uk/digital january 2011 © cybertrek 2011 industry research

EUROPE

EUROPE SNAPSHOT

Kristen A Walsh summarises the key findings of the IHRSA 2010 European Health Club Report

ublished in October and million), Germany (7.1 million), Italy varying views launched at the European (5.2 million) and France (4 million). The two-year period from 2008 to 2010 P Congress was IHRSA’s 2010 Italy has the most clubs (7,500), was noteworthy for the European European Health Club Report: followed by Germany (5,930), the industry. “Some markets were relatively The Size and Scope of Leading Markets. UK (5,885), Spain (5,800) and Russia unaffected by the economic downturn, The report, sponsored by Technogym, (3,300). The UK leads in terms of while others are still dealing with the provides detailed information on the market value (%4.2bn) followed by Spain harsh economic aftershocks,” says Hans European fi tness market. It includes (%3.8bn), Germany (%3.43bn), Italy Muench, IHRSA director for Europe. market data for Belgium, Finland, France, (%2.8bn) and France (%2,4bn). In the 2010 European Health Club Report, Germany, Greece, Italy, Netherlands, Other interesting findings include: industry leaders from across Europe were Norway, Portugal, Russia, Spain, s Italy’s 5.2 million members paid asked about the economy and the lessons Switzerland, the UK and the emerging average monthly fees of %45, a price learned from recent events. One of the markets of Croatia, Hungary and Poland. that’s fallen with increased competition questions was: “How was your company s 30 per cent of Norwegians over the affected by the recent fi nancial crisis and key findings age of 15 are health club members how have you emerged from it?” Serving 42.5 million health club s Portugal has 150+ women-only clubs Staale Angel, CEO of Elixia Nordic, members, the fitness industry is a s More than 100 clubs opened in the said: “For us, it’s actually been positive. significant contributor to the European UK between April 08 and March 09 Sales have stayed at the same level as economy. Spain has the most members s Only 10 of Croatia’s 575 clubs are 2008, but member attrition numbers have (7.9 million), followed by the UK (7.4 larger than 1,500sq m (16,150sq ft) improved. More people want to get and stay in shape, and they have more time to Market growth (2008–2009) across the major operators use their memberships. We’ve seen more traffi c at our clubs than ever before.” Operator Memberships Facilities Growth Roberto Rodriguez, director general Dec-09 Dec-08 Dec-09 Dec-08 Memberships Facilities of Curves Europe, had a different view: Fitness First Group 1,407,100 1,437,639 548 535 -2.1% 2.4% “Everybody, including Curves, has been Virgin Active 919,000 883,000 187 179 4.1% 4.5% affected. Perhaps the biggest negative McFit 900,000 700,000 125 101 28.6% 23.8% has been the restrictions on credit for David Lloyd Leisure 460,000 450,000 88 88 2.2% 0.0% new ventures. But the situation presents SATS Group 259,000 240,000 154 115 7.9% 33.9% a unique opportunity: we have literally Injoy Quality Corporation 250,000 223,950 233 213 11.6% 9.4% dozens of lease spaces from which to Health City International 243,220 NA 114 103 NA 10.7% choose. Never before has it been so Nuffi eld Health Fitness & 230,000 170,000 157 NA 35.3% NA easy and so inexpensive to get started.” Wellbeing Centres Log on to www.ihrsa.org/store to LA Fitness 215,000 220,000 81 86 -2.3% -5.8% purchase the 2010 European Health Bannatyne Fitness 180,000 NA 60 61 NA -1.6% Club Report: The Size and Scope of Holmes Place 169,000 150,000 76 41 12.7% 85.4% Leading Markets Mrs Sporty 103,000 63,350 338 222 62.6% 52.3%

Russian Fitness Group 94,256 109,000 45 44 -13.5% 2.3% kristenwww.linkedin.com/in/kristenwalsh walsh is senior

Esporta Group NA NA 55 55 NA 0.0% editor for www.ihrsa.orgihrsa Total 5,429,576 4,646,939 2,261 1,308 [email protected] january 2010 © cybertrek 2010 Read Health Club Management online at healthclubmanagement.co.uk/digital 75 event review EUROPE embracing

Kate Cracknell reports the public from the recent EHFA EU Associations Forum

uilding credibility and moderate activity) now recognised to commuting. The city has therefore expanding the remit of deliver substantial health benefi ts. The introduced outdoor gyms in parks, the fitness industry to paradigm is therefore shifting: training mass group exercise events and so on. B truly include health: these for performance is now giving way to Meanwhile, Heartmoves in Australia is a were some of the key topics being physical activity for health. Both models programme designed to get those living discussed at the third annual EHFA EU need to be acknowledged, stressed Kohl. with a chronic disease into activity – but Associations Forum, which took place is currently not run in association with in London in November. integrating with health health clubs. Almost 50 per cent of the An interesting keynote presentation And the European health and fitness US population would fall into this ‘living by Professor Dr Harold W (Bill) Kohl III, sector is already moving forward and with chronic disease’ group, said Kohl. president of the International Society of becoming “a leader rather than a token “So how can we get involved in these Physical Activity and Health, asked what presence in the health agenda”, he said. sorts of initiatives? We need to look the fi tness sector could do to move However, as yet there are key areas such at what’s going on in the public health closer to the health sector. as health behaviour and ‘environment and sector and make it our own.” He spoke of the separate evolutionary policy’ – creating the conditions in which There are already bodies out there paths of physical activity and public people can be active – which, according to that can help us: HEPA Europe, for health – exercise science and public Kohl, our sector doesn’t yet grasp as well example, which produces practical health science developing as distinct as other industries, or as well as it ought. tools, guidelines and case studies to fi elds until 1953, when a study of He outlined a number of best drive a better understanding of health- London transport workers showed practice projects going on in the area enhancing physical activity (HEPA), and that sedentary bus drivers were more of public health around the world. In which promotes partnerships with other likely to die of heart disease than the Curitiba, Brazil, the sheer size of the relevant sectors such as transportation. more active bus conductors. Since city leads to high levels of sedentary The fi tness sector now needs to take then, he explained, we’ve developed an appreciation and understanding of the health benefi ts of exercise, with even The credibility of the whole sector can be a small amount of activity grown if we embrace public health and (equivalent to the familiar guidelines of ‘5 x 30’ encompass all types of activity

76 Read Health Club Management online at healthclubmanagement.co.uk/digital january 2011 © cybertrek 2011 a leap forward and get involved in this the private sector, but Stalker was clear The fitness sector must embrace bigger picture of physical activity. in his message: “You create a rod for opportunities beyond the gym And the time is right now, Kohl your own back if you only represent the walls to get more people active stressed. We must take advantage private sector. Our vision is ‘more of doors currently – and perhaps people, more active, more often’, so temporarily – left ajar for us to prove our anyone who’s doing something to safely worth in this fi eld. To do that, we must and properly get people fitter and more good evidence – health economic data – engage the physical inactivity industry active can join the FIA – outdoor, to justify it. We must defend the need for – not just fast food, but any companies private, public operators. If we want to a robust EU Sport Programme.” whose products encourage sedentary become a true government delivery Projects such as EHFA’s ‘Becoming behaviour – and try to make them part partner, we have to represent 100 per the Hub’ initiative may also help. An of the solution, making physical activity cent of the sector.” ongoing project analysing physical a priority. We must partner to develop Professor Alfonso Jimenez, chair activity promotion across Europe – training and certifi cation programmes of the EHFA Standards Council, also particularly government policies and in physical activity for public health agreed with Kohl’s recommendation national and local campaigns – it aims to (PAPH) – a population-based approach, to expand our offering and used the identify best practice and recommend equipping professionals to work with the analogy of a market stall selling fruit. ways to improve the messaging and entire population rather than in small “We can’t expect to attract new people better utilise the fi tness sector. groups or one-on-one in a club. We must and grow penetration levels with our The full report will be presented to nurture the global growth in science and existing offering,” he stressed. “At the the European Commission next month, the practice of PAPH, partnering with moment, we’re just selling apples, but but fi ndings already suggest a need for universities to research this area. And to bring in new people we need to more targeted campaigns – many are we must advocate physical activity for sell melons, pears, oranges. And the too vague, with broad brushstroke health using the Toronto Charter as a opportunity is right now, not in 10 years’ messages missing their target altogether framework – a global call to action for time. People are expecting something – that offer individuals opportunities to a population-based approach to activity very special from us, and we need to become more active at a community that was launched last year, whereby the combine our traditional skills with level. Other fi ndings echo the active choice becomes the easy choice. creativity and innovation to deliver it.” observations of the Summit keynotes, Ultimately our focus must shift beyond but suggest we still have some way to go gym-based exercise to embrace public gathering data in delivering on their recommendations: health and encompass all types of activity. Jimenez continued: “We also need data physical activity promotions are “The credibility of the whole sector can to prove the exact impact of what we’re currently not cross-sectoral, lacking be grown if we do this. We need to be delivering, including the combined integration with other policies or leaders in this fi eld, genuinely getting impact of our exercise programming in interventions; few have measurements more people – a whole population – more conjunction with other physical activity.” built in to evaluate their success; and active, more often,” concluded Kohl. This need for data was reinforced by many still focus on public health only, Jacob Kornbeck, director general of the without involving the private sector. an inclusive approach EAC Sports Unit at the EU Commission. We may already be making positive David Stalker, executive director of the The Lisbon Treaty gave the EU the strides towards delivering on the ‘health’ FIA, echoed the need to embrace all power to legislate in the area of sport, part of our sector’s ‘health and fi tness channels that can help get more people but these new powers arrived at the industry’ label, but it would seem there’s more active. Many of the trade same time as the recession – a climate in a lot more work to be done – and it associations represented at the Summit which, as Kornbeck explained, “it’s hard needs to be done right now. – 18 of the 27 EU member states now to get funding for new initiatives”. have a national fitness body affiliated to He continued: “There should be funding kate cracknell EHFA – currently work exclusively with for HEPA in the future, but we will need [email protected]

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COPYRIGHT NOTICE: To subscribe to Health Club PA. POSTMASTER Send US address changes to Health Club Management, log on to ww.leisuresubs.com, email: subs@ Management, c/o PO Box 437, Emigsville, PA 17318-0437. leisuremedia.com, tel +44 (0)1462 471915, fax +44 (0)1462 The views expressed in print are those of the author and do not 433909. Annual subscription rates: UK £41, Europe £52, rest necessarily represent those of the publisher The Leisure Media of world £73 and students UK £20. Health Club Management Company Limited. All rights reserved. No part of this publication

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january 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 81 edited by katie barnes. email: [email protected] lightweights

SPLASH OUT WITH NEW YEAR CHALLENGE Underwater hockey. It might sound a bit unbelievable, but it does exist and it could be just the thing for operators who want to introduce something new to entice the influx of members after the new year and – more importantly – keep them coming thereafter. Underwater hockey, also known as Octopush,

is a non-contact sport where two teams of six - VICKY RISIANOVA PHOTO: WWW.GBUWH.CO.UK players – with up to four substitutes – aim to move a puck across the bottom of a swimming pools and into goals. The game consists of two halves which last from 10–15 minutes. Players wear a diving mask, swimming ﬁ ns and snorkel as well as safety gear. The stick is relatively short (no more than 35cm long) and the puck is around the same size as an ice hockey puck, but is made from lead. There are currently 95 underwater hockey clubs in the UK. Details: www.gbuwh.co.uk

THE RIGHT KEY: Exercising to music, rather than without it, could be more beneﬁ cial MUSIC AND to older adults – especially when it comes to a reduction of falls. EXERCISE A Swiss study focused on 134 adults over the age of 65 who took part in either a music-based multi-task exercise programme or a control group (those doing the same PHOTO: WWW.SPORTENGLAND.ORG programme but without music) for one hour a week over six months. Overall balance and function tests improved in the music to exercise group compared to the control WHEELY DIFFERENT group. There were also fewer falls in that group (24) compared to the OUTDOOR WORKOUT control group (54). Is it a bike? Is it a cross trainer? No. The Freecross from Germany is a actually a mix of both – a cross food tastes better after a workout trainer on wheels – and it’s intended to add a unique edge to outdoor ﬁ tness sessions. Freecross launched in Germany in early 2010. Working out before you eat really does US says: “Basically what we’ve shown is Just like a static cross trainer, it works all major make food taste better, if a study based that, if you have to expend more effort muscle groups with minimum impact on joints, but on animal behaviour is to be believed. to get a certain food, not only will you it has three wheels so it can be used outdoors: on It’s also suggested that the more value that food more, but it might even city streets, bike trails or even the open road. effort you put into exercising, the better taste better to you.” Tests conducted at the German Sport University the food tastes – and that exercise could Mice were trained to respond to two in Cologne show the Freecross calorie burn rate to even enhance your appreciation for levers – one which they had to press be up to 643Kcal an hour when travelling at a speed foods you might not usually fancy, such once to get food and the other 15 times. of 18km/h – roughly 25 per cent more than cycling. as low-fat and/or low-calorie snacks. When given free access to the levers, Freecross sessions are already offered in the UK Lead researcher Alexander Johnson the rodents “clearly preferred the food at Soho Gyms. Details: www.freecross.de from John Hopkins University in the they worked harder for”.

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PRonline DID YOU KNOW? OVER 80% OF GYM USERS SAY MUSIC MAKES THEM MORE MOTIVATED.*

Gyms playing music can have a distinct, proﬁ table advantage over those that do not, helping to keep their existing members satisﬁ ed and attract new business.

There is no doubt that music is good for business. The simple act of turning music on can make a huge difference to productivity and sales.

PPL can make music work for you by offering licensing solutions for playing recorded music in public. A PPL music licence will give your gym, health club or leisure centre instant access to literally millions of songs – all for as little as 26 pence per day.

For more information on how to obtain your PPL music licence† visit ppluk.com or call 020 7534 1070.

To ﬁ nd out more on how music can work for you visit musicworksforyou.com.

*MusicWorks survey of 2000 people, conducted March 2009

† If you play recorded music in public it is a legal requirement to obtain the correct PPL licence, failure do so may result in legal action. PPL is different from PRS for Music. PPL collects and distributes money on behalf of record companies and performers whilst PRS for Music collects and distributes money on behalf of songwriters, composers and publishers. Both licenses must be obtained to ensure all copyright holders are fairly paid.

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