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AUGUST 2013 No 205 INSIDE HEALTH CLUB SPA
INTERVIEW JOHN PENNY Health Club Management The MD of The Reebok Sports is IHRSA’s European Club London on transforming Strategic Media Partner secondary services IT’S A GOAL! Effective goal-setting with your members
ON THE COVER RUNNING ON JUICE The dramatic health benefi ts of juicing
Cover image: Jason Vale, founder, Juice Master
Click here to subscribe EVERYONE’S TALKING ABOUT... to the print edition BEYOND 12 PER CENT www.healthclubmanagement.co.uk/subs WHAT PENETRATION RATE CAN THE SECTOR ACHIEVE?
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“Our centre is well known in the area as the premium “Our club is high quality and renowned throughout the community entertainment facility for young and old. Despite this as a full service facility that produces results. Even though we have we knew there was still a segment of the market we GHFGKXDWODQHDMBDCPT@KHSXRS@EE (V@MSDCSGDDWODQSRHMSGDHQjDKC were not capitalising on for gym membership. CFM to bring in a team that could dedicate the extra time, resources in October/November 2012 turned this around in a and manpower, not only to generate new members but to put us traditionally slow period and now we have had one jQLKX@SSGDENQDEQNMSNENTQ(MCTRSQX of the best starts to the year we have ever had. The With no outlay, risk free, it enabled us to showcase our facility to numbers were important but the unexpected lift in the maximum, with maximum local media coverage, obtaining motivation of my team was a real bonus.” DWSQ@KNMFSDQLB@RGkNVSNNŬ"%,@QDVHSGNTSCNTASSGDNMKX Roger Davinson, CEO, Brentwood Leisure company that are able to do this professionally and effectively.” Trust, Brentwood UK Pete Todd, Pontefract Squash & Leisure Club, Pontefract. UKActive Board Director, Independent Operator Hotel Franchise “Sensing the rise in competition in the area and a rise in the Budget Club Model we brought CFM in to get “The intensity of the campaign that CFM ran for us really captured on the front foot, after a recommendation from our the attention of our local market. Awareness is all well and good sister hotel in Ireland. Over 3 years and 3 Campaigns but you want to turn that into action. They used over 20 types of later we are over 1500 members better off, giving marketing to bring members through the door and created over our club income security and establishing a huge 300 brand new members in 6 weeks without me having to put presence as a market leader in the area” my hand in my pocket. I would strongly recommend them as they Cyril Patrick Baptist, General Manager, were recommended to me.“ Croydon Park Hotel, Croydon UK David Webster, Owner Energie Fitness, Newbury UK If we did the same for your club, wouldn’t you be happy too?
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Subscriptions Beyond the 12 per cent barrier Denise Adams +44 (0)1462 471930 Circulation manager he UK fitness sector has members, but well over half have lapsed. Michael Emmerson reached a plateau in its Meanwhile figures based on TLDC data +44 (0)1462 471932 T product lifecycle: after the and new retention research from Dr Paul Editor rapid growth of the noughties, it’s Bedford suggest up to 3.5 million members Kate Cracknell been stuck at roughly the same lapse each year (more details in HCM Sept). +44 (0)1462 471906 level of market penetration – 12 That’s a huge number who at best feel
Editorial director per cent – for years, with only the the gym isn’t “for them”, and who at worst arrival of the budget clubs nudging have been alienated by clubs’ behaviour. Liz Terry +44 (0)1462 431385 it up a meagre half point (State of Rather than comforting ourselves that the UK Fitness Industry Report). penetration remains steady around 12 per Assistant editor There are signs the sector can cent, we should be analysing the situation Katie Barnes push beyond this, from the green shoots more thoughtfully in relation to churn. +44 (0)1462 471925 of interest from the medical sector to The 23 per cent of adults who are lapsed News editor the involvement of increasingly influential members present an opportunity to boost Tom Walker partners such as Tesco, which has partnered membership – but only if we deliver what +44 (0)1462 471934 with Xercise 4 Less to build gyms in they want, where and how they want it. News desk supermarkets – a move that will ensure a far London-based pop-up operator Move shows Aoife Dowling higher profile with the public (see p15). how this can be done: its Facebook page asks +44 (0)1462 471938 However, if we want to see a dramatic “What would you like to do, and where?” uplift, there needs to be an equally dramatic with suggestions acknowledged and delivered Product editor on – a contrast to the model that insists Kate Corney people come to the same facility with the +44 (0)1462 471927 Even before we look to new same timetable all the time. It’s about helping Designer audiences, there’s so much more people create their own routine – something Clara Nicoll we can do to attract people who that suits, motivates and engages them. +44 (0)1767 769645 It’s also about fitting into routines people Web team have already bought into exercise have already created for themselves: the last Dean Fox thing we should do is undermine existing +44 (0)1462 471900 fitness habits in order to implant new ones.
Emma Harris shift in approach. In our panel feature on page Equipment manufacturers are recognising +44 (0)1462 471921 30, ukactive’s David Stalker talks about moving this, partnering with third party apps to from fitness delivery to health delivery, while ensure those already engaged in tracking Tim Nash TLDC’s David Minton identifies older and activity – via the likes of Nike+ or Runkeeper +44 (0)1462 471917 deconditioned people as key prospects to – can stick with this routine while drawing Michael Paramore drive penetration and Mintel’s Michael Oliver gym equipment-based data into the mix +44 (0)1462 471926 picks out young singles. But YouGov’s James (see p60). These people may not use gyms Publisher McCoy highlights the importance of targeting all the time: they’re likely to enjoy a variety Jan Williams lapsed members, and this is key. Even before of activities. However, if clubs position +44 (0)1462 471909 we look to new audiences, there’s so much themselves as hubs that offer goal-setting Sales more we can do to attract people who have (see p52), guidance and data interpretation, John Challinor already bought into the idea of exercise. they could attract more exercise converts – +44 (0)1202 742968 Mintel research shows almost 40 per cent and that’s surely the easiest target of all to of UK adults have, at some point, been gym take us beyond 12 per cent. Astrid Ros +44 (0)1462 471911
Julie Badrick Kate Cracknell, editor - [email protected] / twitter: @HealthClubKate +44 (0)1462 471919 To share your thoughts on this topic, visit www.healthclubmanagement.co.uk/blog Financial administrator Denise Gildea +44 (0)1462 471930
www.healthclubmanagement.co.uk Credit controller Subscriptions Tel +44 (0)1462 471930 health club Rebekah Scott The Leisure Media Company Ltd, Portmill House, health club AUGUST 2013 No 205 INSIDE HEALTH +44 (0)1462 733477 Portmill Lane, Hitchin, Hertfordshire SG5 1DJ UK CLUB SPA INTERVIEW JOHN PENNY Health Club Management The MD of The Reebok Sports is IHRSA’s European Club London on transforming Strategic Media Partner secondary services IT’S A GOAL! Effective goal-setting with your members
ON THE COVER RUNNING ON JUICE The dramatic health benefi ts of juicing
Cover image: Jason Vale, founder, Juice Master
EVERYONE’S TALKING ABOUT... Download the BEYOND 12 PER CENT WHAT PENETRATION RATE CAN THE SECTOR ACHIEVE?
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August 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 5 WELCOME TO HEALTH CLUB MANAGEMENT
Effective goal-setting strategies p52 It’s boom time for indoor cycling p45
What can health club operators learn from spas? p68 The holistic health benefits of juicing p38
CONTENTS
05 Editor’s letter 22 IHRSA update 32 Interview Even before we look to new Kristen Walsh presents The IHRSA John Penny audiences, there’s so much more Global 25 annual listing of the The MD of Reebok Sports Club we can do to attract people who world’s top health clubs, and there’s London talks Kate Cracknell have already bought into exercise, a look ahead to this year’s European through the major redevelopment says Kate Cracknell Congress in Madrid, Spain project that’s seen a “total transformation” of the offering 08 Letters 26 ukactive update Barefoot or shod, people run best ukactive CEO David Stalker reports 38 Running on juice when they’re comfortable, says Ben on how the latest round of spending Whether you’re looking for weight Hudson of Taylor & Francis Group cuts are likely to affect the physical loss, detox or disease prevention, activity sector juicing claims to have the answers. 10 News round-up Kate Cracknell pays a visit to the easyGym opens on Oxford Street, 29 Diary dates Juice Master retreat in Turkey and Xercise4 Less teams up with Tesco, The IDEA World Fitness speaks to founder Jason Vale and FLAME winners are announced Convention is taking place in Los Angeles, California, this month 45 Pedal power 18 International news As indoor cycling booms, Levze A new independent health club 30 Everyone’s talking about... Kerey asks the experts for tips on opens in Abuja, Nigeria, and Beyond 12 per cent how to capitalise on this trend FITLANE announces eighth location The 12 per cent market penetration figure gets bandied about, but how 50 Estrogen booster 20 People news accurate is it? What figure could the A new study has highlighted one of The Gym Group grows its property sector reach and what does it have the reasons why exercise is effective team as part of expansion plans to do to achieve this? in helping to prevent breast cancer
6 Read Health Club Management online at healthclubmanagement.co.uk/digital August 2013 © Cybertrek 2013 health club management Health Club Management is IHRSA’s European Public Affairs Media Partner Strategic Media Partner AUGUST 2013 VANGUARD
Transforming The Reebok Sports Club p32 What are the hot new trends in pilates? p56
Linking up with third-party apps p60 The impact of the latest spending cuts p26
READER SERVICES
52 It’s a goal! 68 Embracing spa Digital turning pages: Setting goals with members based on Today’s multi-faceted spas have See Health Club Management online an understanding of their underlying important lessons to teach healthclubmanagement.co.uk/digital motivations is a vital to driving health clubs about the customer adherence, says Dr Paul Bedford experience, says Liz Holmes News & jobs: For jobs and news visit the Health 56 Pilates predictions 72 Supplier showcase Club Management website at What are the most exciting We report on recent projects healthclubmanagement.co.uk innovations in the world of pilates from CYBEX, Pavigym and Life at the moment? Kath Hudson asks Fitness: a new performance gym at Attention buyers! the experts for their thoughts on University College Dublin, rolling Use our search engine to fi nd current and future trends out functional zones at Fitness First, suppliers and get innovation updates and Synrgy installations to drive fi tness-kit.net 60 Tapping into apps engagement on the gym floor Kath Hudson takes a look at the Subscribe: growing technological options 78 fitness-kit.net special Sign up for Health Club Management available for tracking members’ Nutrition at leisuresubs.com, or call:
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*Prices exclude VAT and carriage. Credit ca rds accepted. **Terms and conditions apply. 01462 431385 0845 363 1020 www.healthclubmanagement.co.uk www.energiefranchise.com AV/sound current health arguments for Club Awards shortlist, prior to turn to p79 With more than 30 years’ experience, leisure media studio Lightmasters ½ Wireless Cardio Cinema will work with you to create Lightmasters ½ Wireless Audio for Spin Classes leisure media ½ Full PA & AV Systems bespoke print and web solutions ½ LED & Fibre Optic Lighting Systems to power your marketing STUDIO 01480 407727 Finance Package Available [email protected] Contact Tim Nash www.lightmasters.co.uk and against their use September’s awards ceremony Tel +44 (0)1462 471917 [email protected] 79 Read Health Club Management online at healthclubmanagement.co.uk/digital August 2013 © Cybertrek 2013
August 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 7 AUGUST 2013 LETTERS August WRITE TO REPLY 2013
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]
Swimming needs a centralised database The findings of the recent ASA survey, which suggest that less than 60 per cent of 10- to 11-year-olds can swim just 25 metres, is incredibly worrying (see HCM July 13, p17). Swimming is a life skill and should be actively encouraged, with a firm place on the curriculum. It’s vital that PE funding is increased. However, while I’m pleased the ASA has taken the initiative to carry out this survey, there are two major issues that mean the facts are based on speculation. Firstly, the way school swimming is run across the country differs massively. Some operators hire out their pool space to schools; others actively run the sessions. We need to gain an understanding of which works best. A Canadian study suggests a lack of evidence on the benefi ts of barefoot Secondly, data is collected in different ways by different organisations – some are still paper-based! – so it would Barefoot or shod, people run be impossible to analyse the statistics collectively in their current format. The best when they’re comfortable only way to truly understand current trends would be to have one central I was interested to read your recent They also question the main claim database of all swimmers across England. feature on barefoot running (see HCM of barefoot supporters: that running The government must focus its efforts July 13, p38). Benno Nigg and Henrik without shoes leads to fewer injuries. on enforcing the capture of information Enders, from the Human Performance They point to problems with the via a centralised database, so we have Laboratory at the University of Calgary, research on which the original claims clear access to accurate data. Then we recently published an article entitled were based and note that, while existing can focus on ensuring schools reach the ‘Barefoot running – some critical articles address the different injuries target of 22 hours of lessons a year. considerations’ in the journal Footwear caused by different landing styles, they Science. This examined the known know of “no publication that provides Ross McCaw research into barefoot running’s effects hard evidence that people running Director, Cap2 Solutions on foot motion, training, running barefoot have fewer injuries than economy and injury. people running in running shoes”. They Nigg and Enders dispute claims that conclude that “it is not known whether running without shoes encourages a people running barefoot have more, forefoot rather than a heel landing, making equal, or fewer injuries than people runners less prone to injury. They state running in conventional running shoes”. that not only does the available research When it comes to performance and not prove any reduced injury risk, but also injury, Nigg and Enders suggest that that other factors – such as the running individual preference and running style surface, shoe choice, speed and individual is what matters: in the end, runners run preferences – play too large a role to make best when they’re comfortable – whatever such generalisations possible. Likewise, the they’re wearing (or not) on their feet. researchers found no difference between shod and barefoot movements in their Ben Hudson Swimming is a life skill and there ability to strengthen certain muscles. Marketing exec, Taylor & Francis Group should be more funding for classes
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RBLMI0001 * LES MILLS GRIT can be licensed individually or as the series. UPDATE UK NEWS Caerphilly to benefit ukactive joins ‘Fighting Fitter’ from leisure investment
Residents of Risca in Caerphilly, Wales, are The ‘Fighting Fitter’ set to benefit from a £200,000 investment campaign, which provides in leisure facilities, as works to improve members of the armed Risca Leisure Centre are due to be forces with discounts at completed by the end of July. health and leisure facilities A new gym has been developed at Risca across the UK, has received Leisure Centre with more than 50 stations, a huge boost in the shape of including cardiovascular, resistance, and support from ukactive. free weights equipment. The scheme, launched by A new health suite, viewing area and the Labour Party in April, outdoor five-a-side pitch will also be on originally launched with offer. Details: http://lei.sr?a=R9A9H Pure Gym and Virgin Active offering military discounts at a combined 190 centres. The addition of Nuffield Health, which is offering a 25 per cent discount on a year’s The campaign is backed by former Lib Dem leader Ming Campbell (left) membership, and DLL, which recently offered free access to clubs for forces Campbell, who says: “Our service men and and their families over the Armed Forces Day women deserve nothing but the best. weekend, has seen the number of participating “With an increased emphasis on good facilities rise to more than 450. health, access to a gymnasium can make a The campaign has received the backing real difference to people’s lives.” of former Liberal Democrat leader Ming Details: http://lei.sr?a=W7d5u
Northern gyms: A less engaged audience? 2013 FLAME Award winners announced People in the north use gyms less frequently The winners of the FLAME Awards have been announced New research shows that gym users in the during an event at the annual south are more active and in better health FLAME Conference in Telford. than those in the north. Recognising excellence and The payasUgym survey looked at 8,000 best practice in the health and gym members, with findings showing that fitness sector, the awards are people in the south of England visited based on an independent their gym far more frequently than those business assessment to help in the north. London occupied the top six benchmark facilities and the spots for fittest postcodes with SE1, SW1, staff who work within them. E1, W2, NW3 and N1 coming first to sixth This year, winners were respectively. Manchester is the only northern announced in 11 different city to make the top 10, coming in at number categories. DC Leisure was The FLAME winners were announced at an awards dinner in July eight. Details: http://lei.sr?a=0D0W9 given the health club operator of the year award, while Ribby Hall Sport and “The entry numbers for the 2013 awards were Leisure near Blackpool in Lancashire was up on the year before, which means that people Loughborough Leisure handed the club of the year award for sites recognise these as a pinnacle achievement. In Centre re-opens after fire with more than 3,000 members all the years that FLAME has been going, entry Dave Stalker, CEO of ukactive, which numbers have increased and it has become A leisure centre in Loughborough, organises FLAME in partnership with Matrix, hugely competitive.” Leicestershire is set to re-open six months says the awards continue to grow in popularity: For a full list of winners: http://lei.sr?a=I4k6W after it was forced to close because of a major fire. Loughborough Leisure Centre has New leisure centre to be built in Warwickshire undergone an extensive revamp, with almost £1m being spent on repairing the A new £1.46m leisure centre in Coleshill, courts and changing facilities. The centre will centre. In addition to refurbishments, Warwickshire, is set be built after funding for be open to school children and the community. the pool was deep-cleaned, relined and the project was secured. Planning permission was approved in April, repainted, while metal lockers had to be Based at Coleshill School, the new while additional funding was secured from replaced because they melted in the fire. development will offer a health and fitness club, Academies Capital Maintenance Fund. Details: The refurbishment started in March. dance studios. a four-court sports hall, squash http://lei.sr?a=Z2y9t
10 Read Health Club Management online at healthclubmanagement.co.uk/digital August 2013 © Cybertrek 2013 News and jobs updated daily on www.healthclubmanagement.co.uk
Edited by Tom Walker. Email: [email protected] easyGym opens on Oxford Street Revamp for Gainsborough Leisure Centre
Budget fitness chain easyGym A new art and dance studio will be created has opened a new flagship as part of a £269,000 refurbishment at West club on Oxford Street, in the Lindsey District Centre in Gainsborough. heart of London. The investment, which comes from West The 2,415sq m (26,000sq ft) Lindsey District Council, will see unused club is the company’s eighth areas of the building refurbished and site, and the largest yet. brought back into use to accommodate a Facilities include more than rise in attendance of 21 per cent since 2007. 200 exercise stations, a large The current dance studio will be functional training zone, an refurbished to become a group cycling extensive free weights area studio. A heavy weights area will also be built. and group exercise studios. Details: http://lei.sr?a=C8F7U Equipment has been supplied by Precor and Escape Fitness, including 113 units from Precor’s networked 880 line as well as a wide range of The new flagship club is located in the heart of London’s Oxford Street Icarian strength equipment. The club’s functional training space – the both the budget and the premium gyms in the Freedom Zone – offers a range of kit including same radical way that its sister brand easyJet core bags, ViPR, TRX and kettlebells. transformed air travel. Monthly membership at the club starts at “Our secret is giving freedom to do more £19.99. easyGym CEO Paul Lorimer-Wing at prices that just knock people out they’re so Designs for the youth facility have been unveiled Details: http://lei.sr?a=l7J8G says: “We’re challenging the conventions of reasonable.” £6m Youth Zone planned for Wolverhampton New fitness centre for Exeter University The first images and design plans of the new Wolverhampton Youth Zone The University of Exeter has facility for young people aged between announced a new partnership eight and 19 have been unveiled. with Life Fitness to equip its Wolverhampton City Council, The new fitness centre. Morgan Foundation and the charity The centre, which will be OnSide are working on plans to develop located on the Streatham the purpose-built centre. campus, will offer students Situated on land between School Street, and the local community Worcester Street and Little Brickklin Street, new cardiovascular and the centre will offer a range of activities strength equipment. Life including sport, fitness, dance, arts, music, Fitness will install its swipe- media and self-improvement. screen Discover consoles, Plans drawn up by HB Architects show a Lifecycle exercise bikes and two-storey building featuring a four-court Synrgy360XL hub as part of sports hall with facilities for indoor tennis, the new agreement. badminton, football, netball and basketball The centre is due to be Life Fitness will kit out the new centre at the University of Exeter and a separate climbing wall. completed in October 2013 and will be located on the Sports Park, indoor cricket centre. Outdoor offerings at which offers users an eight-badminton court the Sports Park include a water-based hockey Upgrade for Goodwood double sports hall, three exercise studios, pitch, sand-dressed hockey pitch, MUGA, Hotel and Health Club squash courts, 10 indoor tennis courts, 3G Astro pitch, additional tennis courts six indoor netball courts and a four-lane and a 25m pool. The Goodwood Hotel and Health Club luxury spa and hotel in West Sussex has announced an upgrade of its gym facilities Torfaen leisure services in Wales taken over by trust to include the latest Precor equipment. The club has a membership capacity A not-for-profit trust has taken over Trust – a move designed to create a more of 2,000 people and is also used by hotel management of council-run leisure facilities efficient service. residents. Facilities include a 160sq m in the county borough of Torfaen in Wales. Torfaen County Borough Council will (1,725sq ft) gym, now fitted with the new The Pontypool Ski Slope, Cwmbran Stadium continue to fund the facilities, but has recently Precor equipment, plus treatment rooms, and Fairwater Leisure Centre will all be experienced budget cuts of 4–5 per cent. swimming pool, sauna and steamroom. operated by the newly-formed Torfaen Leisure Details: http://lei.sr?a=n6S7t Details: http://lei.sr?a=m3J2A
August 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 11 OPEN YOUR BUSINESS TO EXTREME POSSIBILITIES ZUMBA® FITNESS HELPS FACILITIES DRIVE AND RETAIN MEMBERS – ALL WITHOUT LICENSING FEES! Zumba Fitness has a win-win proposition for every fitness facility in the country: Drive more members, keep more members and don’t spend a dime on licensing. Sound good? Then keep reading.
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Zumba Fitness spends more With six different Zumba classes, there’s a fitness-party fit for Naturally someone might ask, “So, than $50 million per year everyone. From morning ‘til night you can have students young, old what’s this going to cost my club?” creating demand for Zumba® and every age in between moving to a body-rockin’ class designed classes and products. With a just for their needs. Help fill your off-hours and see what a jam- Simple: Absolutely nothing. diversified marketing strategy packed day at your facility can look like when you get a variety of that includes global advertising Zumba classes on the schedule: Zumba Fitness flipped the and social media campaigns, paradigm on its head and Zumba Fitness also markets ANYTIME doesn’t charge licensing fees to best-selling products such as facilities*. To get Zumba classes video games, DVDs, Zumba® Every member can start their day off right with the on the calendar, just audition wear and more that promote live original Zumba® class. It delivers a mix of exhilarating and hire licensed instructors Zumba classes. This not only dance steps set to red-hot Latin and world rhythms. from the Zumba® Instructor creates consumer awareness, Network (ZIN™). The ZIN Program it creates the demand to find a Crank that coffee up to a double espresso with is a worldwide professional class at a fitness facility near Zumba® Toning! This class targets those who want to development system that provides them. combine Zumba moves with body-sculpting exercises music, moves, marketing and and high-energy cardio. ongoing educational support to Once members get hooked on Zumba instructors so they can their Zumba class, they stay. Maximize the power of your swimming pool! The Aqua keep delivering amazing classes The social aspect of Zumba Zumba® “pool party” blends Zumba® moves with that drive and retain facility classes is a proven motivator aquatic fitness, for a safe, challenging workout that’s a members. that keeps members coming blast for everyone. back. According to The IHRSA To find the Zumba instructor that’s Guide to Membership Retention, Give the after-work crowd a thrill! The revolutionary right for your facility, and get tips “Members who socialize with Zumba Sentao™ workout uses a chair for intense on auditioning and selecting your friends (both new and old) at cardio and full-body strengthening. The whole place instructor, visit zumba.com/clubs. clubs have higher retention will be watching – and waiting to join – this class. rates.” With Zumba® Fitness, JOIN THE PARTY. START NOW! DAYTIME you attract new members with All you need is an empty space, in-demand classes and retain Zumba Gold® class offers simplified moves and a sound system and a licensed more members by building a easier-to-follow pacing for active older adults. This Zumba® instructor. tight-knit community in your could be the perfect group to cater to during slower club. Plus, there are absolutely daytime hours VISIT ZUMBA.COM/CLUBS no licensing fees to clubs for any Zumba program, so you can fill AFTERNOON *Except in China your Group X rooms with packed Make way for the after-school blitz! With Zumba classes right away. Zumbatomic® classes, you can pack the room with little party animals ages 4-12. They rock out while boosting focus, fitness and coordination.
Copyright © 2013 Zumba Fitness, LLC. Zumba®, Zumba Fitness® and the Zumba Fitness logos are registered trademarks of Zumba Fitness UPDATE UK NEWS M3 INDOOR Pure Gym announces 24 new sites CYCLE M5 Budget club operator Pure ELLIPTICAL Gym has reached agreements to open 24 new fitness AIR centres in key locations RESISTANCE throughout the UK. The move follows the news RANGE in May of a £50m investment in Pure Gym following its acquisition by affiliates of CCMP Capital Advisors LLC. This investment has enabled the recent acquisition of six sites in London, five in Manchester, and two each in Edinburgh, Glasgow, Leeds and Liverpool, with Pure Gym: Adding a further 24 sites to its existing estate of over 50 clubs the others to be announced. Peter Roberts, founder and chief executive business, Pure Gym offers the best covenant of Pure Gym, says the group is also planning to landlords in our sector.” to open a further 20 gyms throughout the UK The Pure Gym concept is based on by the end of 2014. affordable fitness and offers users 24/7 He adds: “We’re delighted to have opening hours, more than 40 fitness classes acquired a further 24 sites. With an equity a week, low monthly membership rates and base of £135m and a profitable and thriving no fixed contract.
US: Obesity still up despite more exercise
New research shows American people have become more PHOTO: WWW.SHUTTERSTOCK.COM/KURHAN active over the last decade, but this has done little to stem the nation’s obesity problem. According to The State of Health in the United States report, by the University of Washington, for every one per cent increase in physical activity, prevalence of obesity fell by just 0.11 per cent. From 2001 to 2009, obesity “We reviewed the entire market rates for men and women have and Keiser's M3+ was simply fallen in just nine of 3,007 Growing problem: More than one-third of adults in the US are obese the best bike for our needs. counties in the United States. From an operational More than one-third of adults in the US and attainment and insurance coverage did not perspective, it is a quality bike approximately 17 per cent of children are obese. show a correlation with life expectancy, that is easy to maintain. This is But in spite of the findings, American life suggesting that shifts in behavioural drivers combined with an excellent expectancy has risen from 75.2 years in 1990 of disease such as diet, exercise and obesity exercise experience for our customers. The Keiser M3+ is to 78.2 years in 2010. According to the study, are more important. completely adjustable so it can Details: http://lei.sr?a=r7Q7H changes in a county’s income, educational be set up to comfortably meet any customer's requirements.”
Premier Sport: New programme for young people Greg Allon Co-Founder Sports coaching company Premier Sport has through four: Inspire to Nurture, Achieve, Cyclebeat revealed plans for a new physical activity Excel, Compete, Engage and Feel Good. programme aimed at giving more young The programme will measure pupil progress people the chance to be active and stay active. and attainment based on agreed outcomes with Keiser UK Ltd The Inspire programme consists of six parts, each school, allowing staff to easily measure 0845 612 1102 which are carried out between Key Stages one progress. Details: http://lei.sr?a=X1B4s @KeiserUK August 2013 © Cybertrek 2013 www.keiseruk.com NOW ALSO FOR PERSONAL TRAINERS & GYM INSTRUCTORS
Introducing T3.
Train. Track. Transform. T3 is a new 30 minute high intensity training session that can be delivered by personal trainers, gym and ETM instructors. Featuring exercise sequences that are not choreographed and which can be performed with or without music on the gym floor or in the studio, T3 incorporates the latest training methodologies to improve body composition, increase fitness and boost metabolism. Six exercise complexes draw on scientific research to deliver time-efficient workouts that can be delivered in one-to-one, small group and traditional group exercise environments. Starting with v13.1 out now, each fitness fx programme (except groove fx) has an ETM version and a T3 version. Just choose the one you want to instruct. REPS-accredited online or blended learning training options available – £149 and 16 REPs CPDs. Licence-free with video updates available every four months. INDEPENDENT UPDATE OPERATOR FOCUS Xercise4Less to open Tesco club
Independent budget gym chain Xercise4Less has secured a deal with supermarket giant Tesco to open a club at the Tesco Extra store in Stockton-on-Tees. The 2,964sq m (31,910sq ft) club will have more than 300 exercise stations supplied Boxer Anthony Crolla with co-owner Sean Krool by Matrix and is the first of a string of Xercise4Less clubs Former Fitness First gym planned for Tesco stores. bought by managers Equipment at the Stockton club will be ‘zoned’ for A former Klick Fitness gym, where boxing different activities such as champion Anthony Crolla trains, has been cardio, weights, a combat acquired by two former managers. zone, a large ladies-only The gym closed in March as part gym with a wide selection of of Fitness First’s company voluntary female-friendly weights, and arrangement which saw the group disposing a dedicated PT zone. of its lowest performing sites. Klick Fitness Monthly memberships will Jon Wright, MD of Xercise4Less at the Stockton-on-Tees Tesco Extra was the group’s budget brand. be offered from £9.99 and Former managers Barry Cornwell and members will have 40 free classes to choose “We realise that members use our facilities Sean Krool acquired the site with external from each week, ranging from boxercise for lots of different reasons. For us, it’s all financial backing, including from the and TRX to circuits, pilates and Zumba. An about offering members flexibility, and landlord, and relaunched the 1,950sq m indoor cycling studio will incorporate the taking away as many barriers as possible to site under a new name: Tick Fit Gorton. virtual cycling system MyRide, which allows help people find time and fit exercise into The club offers 52 CV stations, 20 studio participants to experience cycling tracks from their everyday lives.” bikes, a large selection of fixed resistance around the world. The Tesco deal is part of the company’s kit and a large free weights area. There’s Xercise4Less managing director Jon Wright ambitious expansion plans. Earlier this year also an extensive functional zone offering says: “We’re excited to be partnering with Xercise4Less announced a target of opening kettlebells, ViPR, battle ropes, Power Plate, Tesco on this new format, as this helps us another 100 clubs in the next three years. a purpose-built rig with monkey bars and a further extend our reach and get closer to Doug Wilson, Tesco corporate affairs variety of suspension training equipment. people who really need our services. manager, adds: “Our store will continue to Alongside the group exercise studio is a “By making fitness accessible to more offer everything our customers need for their second studio for boxing, offering training people, we hope to have a positive impact on weekly shop, with the added benefit of a gym sessions and white collar boxing events. A the region as a whole and really add value to to help customers lead a healthy lifestyle.” lounge offers free tea and coffee at all times. the Tesco shopping experience. Details: http://lei.sr?a=S2C1M The club currently has 1,850 members. xx FUN-ALICIOUS A new cycling studio concept aiming to even listen to a sample playlist. Meanwhile, put a ‘hi-tech spin on the indoor cycling the club’s ‘Beatboard’ allows riders to see their phenomenon’ launched in London last month. performance streamed live onto a board at The Cyclebeat studio has a stadium- the front of class – although riders are onlyWant to see the full story? style layout and a motivating performance identified by their bike number, so there will Beatboard, designed to offer customers a more be no ‘naming and shaming’. Design, fl ooring, equipment inclusive and interactive cycling experience Cyclebeat was founded by two London than those offered by traditional gyms. lawyers, Justin Crewe and Greg Allon – bothand functional frames... The concept offers riders an experience passionate indoor cyclists – and is equipped which starts the moment they log on to the by Keiser. Crewe says: “We love indoorVisit escapefi tness.com/hcmgymsolution studio website. Having decided which class cycling, but found the standard varied soOr call 0800 294 2803 to discuss how you they would like to attend, riders can reserve much from gym to gym and class to class.can improve your member engagement. a particular bike just as they would when We set out to create an indoor cycling booking a seat on a plane. They will also be experience that’s consistently brilliant.” able to check out their instructor’s profile and Details: http://lei.sr?a=X6I5V
August 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 15
STAY CONNECTED We are delighted that UK Active recognised GYMetrix as an innovation that is going to improve the UK fitness industry. Working with forward-thinking clients, we have been able to evolve our unique technology and shine the light of information into their operations. Thanks to them, we’re ‘making gyms fit’ nationwide.
To find out how we can transform your gym, visit www.gymetrix.co.uk Thank you…
In partnership with… SUPPLIER & TRAINING NEWS SkillsActive and 1st4Sport deal
SkillsActive, the Sector Skills Council for active leisure, learning and wellbeing, has announced a partnership with 1st4sport Qualifications to bring advanced levels of collaboration between the respective organisations. 1st4Sport has been heavily involved in the active leisure sector, engaging in partnerships with the FA, RFU, ECB and LTA to build qualifications that aiming to 3TOKE BY strengthen the industry. New partnership: Ensuring employees are fully qualified and competent .AYLAND (OTEL SkillsActive CEO Ian 'OLF 3PA Taylor says: “Our work with awarding working with SkillsActive on a variety of organisations goes a long way to maintaining qualifications that will help meet the needs Whatever your vision for the high levels set by the industry, to ensure its of the industry.” employees are fully qualified and competent, In a statement, SkillsActive also said that changing and treatment and 1st4sport Qualifications is the perfect 1st4Sport’s consistent levels of excellence rooms, Craftsman can organisation to partner this work.” will ensure that standards in the industry create it for you 1st4Sport qualifications education director are maintained and remain relevant to the Tony Dallimore adds: “We look forward to sector’s employers.
Bursary launched for fitness instructors
Training company YMCAfit has launched a £50,000 bursary to subsidise the costs of its current specialist populations training courses. By offering course subsidies worth up to 25 per cent, the charity is aiming to increase the number of fitness professionals who can safely teach groups such as pregnant women and new mothers, older adults and people 2EYNOLDS with a range of disabilities. &ITNESS 3PA Many of the groups are at present unable to take part in exercise because Craftsman’s design expertise facilities or instructors are unable to cater for their specific needs – something has led the way in creating demonstrated by research conducted by changing room that work for YMCAfit and Aspire. The findings of Aspire The funding will look to increase the number of everyone who uses them, research shows two and a half times fewer trainers who can safely teach specialist populations disabled people take part in sporting activities including the provision of: compared to non-disabled people. “It’s important that we encourage fitness Denise Page, head of YMCAfit, says: “We instructors to cater for the needs of groups s ,OCKERS passionately believe that everyone should be that are often excluded from regular exercise, s #UBICLES able to take part in some form of exercise, such as older people, pregnant women and s 6ANITY UNITS regardless of age, physical condition or ability. people with disabilities.” s "ENCH SEATING And now a complete solution Fitbug secures deal with Aetna to feature on CarePass for treatment room furniture Online personal health and wellbeing provider CarePass platform for a holistic view of their Fitbug Holdings has secured a deal with health and wellness. CarePass, a new interactive consumer website CarePass helps consumers set health goals Call: and mobile app launched by Aetna. and guides them to apps that can help achieve Email: JOHNG CQLOCKERSCOUK Fitbug users will be able to upload their those goals, such as Fitbug’s devices that sync Web: activity, nutrition and other data to the to the latest smartphones and tablets. WWWCQLOCKERSCOUK Alington Road, Little Barford, August 2013 © Cybertrek 2013 St. Neots, Cambs PE19 6WE INTERNATIONAL NEWS TSI announces Fitcorp ‘Eat and Burn’ concept for Nigeria Private Fitness Division
Following its acquisition of Boston-based A new independent health club, Biobak Eat The brand new, 160sq m gym, which Fitcorp earlier this year, New York-based and Burn, has opened in the Nigerian city opened on 4 June 2013, is located in the Town Sports International (TSI) has of Abuja. Owned by Biobak Ventures, which Citrus Mall shopping centre in Abuja. Also announced the launch of Fitcorp Private already runs two successful restaurants in in the mall – which spans a total of 1,800sq m Fitness Division. Nigeria, this new club marks the company’s including car park and lawns – are a restaurant The new division will manage private first venture into fitness. and spa, both also owned by Biobak Ventures, fitness centres for large and small as well as a selection of shops. companies. In addition to Boston, TSI The gym is kitted out exclusively by Star plans to roll the model out to New York, Trac, offering CV kit with embedded screens, Washington DC and Philadelphia, where the Inspiration Strength range, HumanSport it already operates clubs. cable-based stations and Spinner NXT bikes. Gary Klencheski, founder and former The gym targets those earning middle to president and CEO of Fitcorp, will be the high incomes, with a monthly membership president of the Fitcorp Private Fitness of US$60 (10,000 Nigerian Naira). The Division. Members of the division will also monthly membership fee only covers gym have access to TSI’s 159 clubs. membership – use of the spa and other facilities incurs additional costs. However, included in the membership fee are free Webracing announces dieting services for all members. Healthy rollout of pilot study meals can also be purchased. Although this is the first club for Biobak Webracing is due to conduct clinical Ventures, its owners already hope to expand trials using interactive bikes with people the Biobak Eat and Burn concept into other suffering from Parkinson’s disease, The brand targets middle to high income groups cities in Nigeria. following promising results among a small sample of patients. “Over last three years, we have been testing interactive bikes with Parkinson’s FITLANE announces eighth location patients with some promising results,” says Webracing’s Duncan Lawson. “It’s not a French operator FITLANE, the market leader question that physical activity helps – it’s on the Cote d’Azur in the south of France, has about looking at the role of the interactivity announced the forthcoming opening of its on stimulating neurotransmitters.” eighth health club. The four national health insurers in the The new club will be located in the town of Netherlands have underwritten the costs of Villeneuve-Loubet, with the opening currently the pilot, which starts in October. “Initial scheduled for October 2013. results are so promising that they have also Facilities at the 2,000sq m site will mirror underwritten the next stage, to scale up to those of other FITLANE clubs, with an 2,500 patients in January 2014,” says Lawson. extensive group exercise timetable alongside A German health insurer has also a large gym. committed to the project, adding a further For more information on FITLANE, please €250,000 to the €4m trials. see our interview with founder and CEO Hans Peter Franklin – HCM Oct 12, p32. Facilities will mirror those of other FITLANE clubs Vivafit to enter UAE – first club in Abu Dhabi UXF rollout for Town Sports International
Women-only fitness franchise Vivafit is set Town Sports International (TSI) in the US has instructors leading sessions in the zones such to open its first location in the UAE this announced plans to install UXF Training Zones as UXF Ripped – a class that combines a core October, in Abu Dhabi. in most of its clubs by the end of the year. workout with functional strength training The club will offer modules focused on Around one-third of its clubs – which to burn calories, build muscle, and increase lifestyle change, weight loss management, operate under the brand names New stamina and agility. nutrition, fitness and coaching. York Sports Clubs, Boston Sports Clubs, “We’ve seen a huge shift towards functional Otima Bhanot, area developer of Vivafit Philadelphia Sports Clubs and Washington training in the fitness world, but it’s typically in the UAE, says: “Vivafit is absolutely Sports Clubs – already have these areas, which offered by specialised gyms, which don’t often suited to this market and fills a big gap – an focus on functional training. The green-turfed feature a diversity of other equipment and advanced fitness centre created for women zones offer a range of equipment including fitness programmes,” TSI CEO Bob Giardina that takes into consideration how they suspension trainers, battle ropes, sandbags, said in a statement. “The UXF Training Zones work, live and take care of their wellbeing.” weighted sleds and tractor tyres. have become so popular with our members Bhanot’s long-term aim is to open four The goal is to offer a training option that that we’re now planning to install 50 per cent centres in Abu Dhabi. delivers results in a short period of time, with more than we’d originally projected.”
18 Read Health Club Management online at healthclubmanagement.co.uk/digital August 2013 © Cybertrek 2013 News and jobs updated daily on www.healthclubmanagement.co.uk
Edited by Kate Cracknell. Email: [email protected] Juicy Oasis opens in Portugal
Pool Image courtesy of Portrait Pools The new juice retreat in Portugal includes a gym and the Eden Spa for guests to enjoy year-round
Juice Master, the juicing company owned and huge exercise platform overlooking the lake, run by director Jason Vale, has launched its and a small gym with equipment from Life second retreat. Fitness and TRX.” Juicy Oasis launched in Portugal in June The original Turkish retreat has been 2013, offering week-long residential juicing running for around 10 years, and has now Spa and exercise programmes. The new retreat settled at a location in the mountains outside Image courtesy of Allseas Spas is open year-round, so the offering includes Dalaman. It offers a mountain water pool, a a gym and spa – the Eden Spa – to ensure covered space for exercise classes during the guests have fitness and relaxation options heat of the day, a platform for morning and whatever the weather. evening sessions, and beautiful surroundings This second location, which is wholly for daily hill walks. owned by Vale, is bigger and more luxurious Vale now has plans for more Juicy Oases: than the original retreat in Turkey. “There’s “I’d like two in the States – one on the east a beautiful relaxation room with suspended coast and one on the west. I’d also like one in Sauna Image courtesy of Dundalk LeisureCraft cocoons, a hot pool, five treatment rooms Australia and one in England, in Cornwall.” and an outdoor loft sauna overlooking the For a full report on the Juice Master lake,” says Vale. “There’s also a yoga dome, a philosophy and business, please turn to p38. Obesity is a disease, declares AMA
The American Medical Association (AMA) – as high cholesterol is for heart disease, for Wellness – the leading physicians’ organisation in the example – and essentially makes diagnosis Image courtesy of Portrait Pools US – has voted to declare obesity a disease, in and treatment of obesity a physician’s a move that effectively categorises 78 million professional obligation. American adults and 12 million children as “This will force primary care physicians having a medical condition requiring treatment. to address [obesity], even if we don’t have a “Recognising obesity as a disease will help cure for it,” says Dr Rexford Ahima of the change the way the medical community tackles University of Pennsylvania’s Institute for this complex issue that affects approximately Diabetes, Obesity and Metabolism. one in three Americans,” says AMA board Prior to the vote, the AMA sought advice on member Dr Patrice Harris. whether its action might help affected patients The AMA’s decision lifts obesity above get improved access to useful treatment, or the status of a health condition, disorder simply further stigmatise a condition that has or marker for heightened risk of disease numerous causes but few easy fixes.
August 2013 © Cybertrek 2013 19 PEOPLE NEWS Gym Group grows property team
The Gym Group has named David Melhuish as circles. With new, strong financial backing its new head of property development. The role and great governance, I believe I can make a is a new one, and has been created to support significant contribution to the achievement plans to grow the company’s commercial of ambitious growth plans.” property portfolio by up to 30 clubs a year. The company, led by John Treharne, also intends to add a fourth acquisitions manager to its growing property team. The two key roles were announced on the back of a £50m investment in new equity by Phoenix Equity Partners and prepares the Dexter will oversee all ACSM operations budget gym chain for rapid expansion. With an MSc in building services William Dexter named engineering and more than 20 years’ president of ACSM experience of property development and facilities management in the retail sector, William W Dexter has taken up his new Melhuish will oversee The Gym Group’s role as president of American College of commercial portfolio. He will report to the Sports Medicine (ACSM) – the world’s property director and work alongside the oldest and largest organisation focused acquisition managers. on sports medicine and exercise science. Melhuish says: “This is a crucial and Dexter says: “ACSM has become a exciting time in the company’s history. The national and world leader. It’s now critical Gym has great brand awareness and has won that our membership sees value and benefit countless awards in leisure and business Melhuish will over see the commercial property arm from this extraordinary growth and change. We will also continue to engage the public, building on organisational relationships to Derek Burke takes up EMEA role at Precor build our brand and promote awareness.”
Equipment supplier Precor has announced KAAS group in the Middle East – and since the appointment of Derek Burke as EMEA 2006 has worked directly for Precor. He moves regional commercial director. from his current position as sales director for Burke’s appointment follows the imminent Precor’s EMEA Export business, which he has retirement of current president Paul Byrne, held since 2009, to take up the responsibilities and Rob Barker’s subsequent appointment as of EMEA regional commercial director. Precor’s new president. During his time at Precor, Burke has been Burke joined the fitness industry in 2003, instrumental in leading the growth of Precor’s working as sales and marketing manager with EMEA Export business – which covers areas one of Precor’s distribution partners – the including the Nordics, Russia, the Middle East and Africa – managing and developing a growing, multi-disciplined team. Burke’s new role is based at parent group Amer Sports UK offices, although Burke will Mike Beeney becomes a director at CFM spend time travelling to other key Precor and Amer offices within EMEA markets as part Mike Beeney to look after of his remit to further develop the business. MYZONE in Asia Pacific Burke says: “These are extremely exciting times for Precor, where significant Mike Beeney – a former director of Lifetime investment in research and development Training who relocated to Australia with in recent years has led to heightened levels his family – has been made a director of growth and customer satisfaction. I’m of Creative Fitness Marketing (CFM) honoured to now lead the strategic direction Australia, looking after MYZONE in the of the EMEA business.” Asia Pacific region. Rob Barker, Precor’s new president, adds: Dave Wright, chief executive of CFM, “Precor has a long and established track says: “Mike is a very experienced fitness record of team development and succession professional and has a sharp business mind. planning. Derek’s skills and experience will “His knowledge of training and systems be a tremendous asset to driving the business is a great asset to us as a company – forward in this region.” particularly in the markets of Australia Burke: “Honoured to lead the strategic direction Precor is part of Amer Sports, which also and New Zealand”. of the EMEA business” owns the Wilson, Atomic and Suunto brands.
20 Read Health Club Management online at healthclubmanagement.co.uk/digital August 2013 © Cybertrek 2013 News and jobs updated daily on www.healthclubmanagement.co.uk
Edited by Tom Walker. Email: [email protected] New marketing boss for payasUgym
Online lead generation service payasUgym. com has appointed Ed Luck as its new marketing director. Tasked with driving customer acquisition, Luck will be responsible for the strategic direction of all marketing initiatives moving forward. He arrives as a highly experienced marketing professional with extensive knowledge of blue chip and SME businesses, spanning a range of high-growth consumer brands including Orange and Sportingbet. Andy Bryan joins OCL from Impact Sales Commenting on his appointment, Luck OCL brings sales in-house says: “What I find appealing about the payasUgym proposition is its straightforward and appoints new manager and intuitive nature. “There are exciting times ahead for the Oldham Community Leisure (OCL) has brand and I’m looking forward to helping brought its sales and membership teams with the next stage of the company’s evolution”. in-house for the first time, and recruited PayasUgym.com currently has more than Luck will be responsible for all marketing initiatives a new membership manager. 1,200 gyms, leisure centres and health clubs on Andy Bryan previously worked for its system – each using the service for online 16 million Clubcard customers. The deal will Impact Sales, the external sales company lead generation. Last year the company secured allow Clubcard customers to use their Clubcard used by OCL. a partnership with Tesco which could see the points to purchase gym passes for health clubs In his new role, he will be responsible for online company provide gym passes to up to and leisure centres across the UK. overseeing the management of employees and resources within the sales team, to ensure the OCL meets the specific needs of its customers. The rest of the four-strong Steve Cram to step down as EIS chair sales team started last month.
Steve Cram is to step down as from his role as chair of the English Institute of Sport (EIS) Klaus to lead Club One after more than 10 years. UK Sport will lead following McBride exit the process to recruit a new chair and expects to make an appointment in the autumn, when Bill McBride has stepped down from his Cram will hand over to his replacement. role as president and chief operating officer Cram, a former Olympic silver medallist, of US-based health club chain Club One. says: “After the superb achievements of Robin Klaus, the current chair and London 2012, the high performance system former chief executive of Club One, will is going through a period of evolution to help retain his role to continue managing the ensure that Great Britain can maintain its Cram is a former Olympic athletics silver medallist company for rapid growth. success. I think now is the right time to move Klaus was formerly chair of Planet on and pass the baton to someone else to guide Paralympic sports. It currently has more Fitness, a health and fitness club company the EIS in the next stage of its development.” than 200 practitioners delivering an average in Singapore, and served as the president EIS provides sport science and sport of 4,000 hours a week of sport science and and chief operating officer of fitness medicine to more than 30 Olympic and medical support to athletes. manufacturer Star Trac.
“MARRIOTT LEISURE GETS SOCIAL”
James Wild Director of Golf & Leisure – UK North (and our client) Marriott Leisure
:KHQ0DUULRWW/HLVXUHZDQWHGWRVRFLDOLVHRQ)DFHERRNZHZHUHWKHÀUVW to ‘Like’ their page! Before we reached that point we’d discussed, strategised and designed a comprehensive and workable solution to help Marriott Leisure create and engage an online community. Beginning in March 2013, we’ve already gone from 0 to 3,300 ‘Likes’! Take a look for yourself at /MarriottLeisure GET IN TOUCH 0870 609 3216 August 2013 © Cybertrek 20137RÀQGRXWKRZZHFRXOGKHOS\RXUFRPSDQ\JHWVRFLDOFDOOXVIRUDFKDW 21 www.hattrickmarketing.com IHRSA EUROPE UPDATE NEWS
Why attend IHRSA’s Congress? • Alison O’Kane • Associate VP of international operations • IHRSA
aving attended 10 of IHRSA’s 12 PHOTO: SHUTTERSTOCK.COM/MATEJ KASTELIC annual European Congresses, I look H back fondly, recalling the amazing people I have met, as well as the cities it has brought us to – Madrid, Brussels, London, Berlin, Rome, den Haag/Amsterdam, Paris, Lisbon, Dublin, Barcelona, Milan, Vienna. Each event had its own personality, made up of the people who attended and the local culture. Now we come full circle, back to the city that launched the Congress – Madrid. We’re heading to a city that’s home to one of our strongest international partners, MAS (Management Around Sports). MAS will be providing delegates with recommendations of what to do and see, to help attendees fully experience Spanish culture. We expect 450+ operators and industry professionals from approximately 30 countries and fi ve continents, making the Congress not only a European event but a This year’s Congress in Madrid offers one of Europe’s best educational and networking opportunities global learning experience. Th ere will be ample opportunity to network with peers, a leading brand, fi nancial management, speakers and sponsors, with a sponsor community engagement, and social media. The IHRSA showcase featuring the latest product One of our keynote speakers, Magnus European Congress innovations, as well as networking breaks, Lindkvist – an author and trendspotter from dinners and a tour of local clubs. Sweden – will address the subject ‘When Venue: Meliá Castilla, Madrid, Spain Th e educational programme will cover the Future Begins: Trendspotting, Future- Dates: 17–20 October 2013 all aspects of the health club business such Th inking and the Attack of the Unexpected’. For more information: as leadership, sales management, retention We hope that you will join us at the www.ihrsa.org/congress and member loyalty, strategies for creating IHRSA European Congress in October PHOTO: SHUTTERSTOCK.COM/MONKEY BUSINESS Ask the experts: Getting recognition for your community outreach initiatives
We’re expanding our or Red Cross. Get involved with charitable involvement within the organisations at a local or regional level. local community. With Once you’ve joined and become that, we’re hoping to familiar with these groups, take on generate some positive PR. a few choice leadership roles in the Can you suggest any PR organisations that align closely with your strategies for our independent club? mission. This will demonstrate to the Linda Mitchell, director of marketing & community not only your dedication, public relations for Newtown Athletic Club but also your ability to achieve goals and in Pennsylvania, US,offers her thoughts: make a difference. We found we could make the most impact for good in the Health clubs should take the lead in the community “Generating positive PR is an ongoing community, and gain the most credibility activity that begins with getting yourself for doing so, by being leaders. already established. Often the local media physically outside of your club. Either In addition, support local charities and will be present at community events and make the commitment to do it yourself, schools through a well-managed system interested in how you are contributing. This or assign a capable representative. of donating goods and services to their leads to organic relationships with the media Join local business groups such as the various fundraisers. that will give you access when you need it.” Chamber or the Business Association. Finally, create good relationships with Join local service groups such as Rotary your local media. This is more easily done Read more answers to this question at International, Lions Club, Kiwanis Club when your community involvement is www.ihrsa.org/industryleader
22 Read Health Club Management online at healthclubmanagement.co.uk/digital August 2013 © Cybertrek 2013 News and jobs updated daily on Health Club Management www.healthclubmanagement.co.uk is IHRSA’s European Strategic Media Partner
Congress: Registration Strategic partner for IHRSA in Croatia rates rise after 20 August The European Congress features presentations delivered by executives from IHRSA has announced a new strategic inside and outside the health club industry, partnership for Croatia, having come to an providing thought-provoking commentary agreement with CLT Sportski Savjeti – the on trends shaping business and the fitness representative for Les Mills in Croatia. industry. Networking events, focus group “IHRSA is pleased to work with a strong discussions and evening and lunch partner in the newest European Union receptions provide the opportunity to country,” says Hans Muench, IHRSA build relationships with colleagues from director for Europe. “By partnering with across Europe. Registration rates for this CLT, IHRSA is leveraging global strengths year’s event – to be held on 17-20 October and local expertise in order to grow the in Madrid – will increase after 20 August. sector and raise awareness about the Visit www.ihrsa.org/congress to learn more health benefits of exercise.” and to register at the lowest available price. CLT’s plans for 2013 include driving growth and improving the professionalism of the Croatian fitness sector via regional Applications open for seminars, regular networking events, a Leadership Award new internet and social media platform and organised trips to IHRSA’s European IHRSA is seeking nominations for the 2013 Congress and the 33rd Annual IHRSA European Club Leadership Award. The International Convention & Trade Show. award will be presented at the annual IHRSA Laurent Duchene of CLT says: “It was European Congress in Madrid, Spain. The a great experience to attend IHRSA’s 12th award recognises the European club leader European Congress in Vienna, Austria, last who has done the most to advance their year. After networking and sharing best company and the industry through strong practices with over 450 delegates from 35 leadership and performance. Individuals countries, I was keen to become part of may nominate themselves or others. The IHRSA’s network.” deadline for entries is 6 September. For an Details of the new partnership were Duchene: Keen to become part of IHRSA’s network application form, email [email protected] announced at the FRIC Fitness and Wellness International Congress, which health and fitness industry,” says Joe took place in Rijeka, Croatia, on 22 June. Moore, IHRSA’s president and CEO. “We “IHRSA and CLT share a common goal look forward to growing this mutually of promoting and protecting the global beneficial relationship.”
Events diary Running reduces Visit www.ihrsa.org/calendar anxiety, says study
5–7 September 2013 A new study published in The Journal of 14th Annual IHRSA / Fitness Brasil Neuroscience suggests that running can Rene Moos of HealthCity International won the Latin American Conference & Trade reduce anxiety. The study involved two European Club Leadership award in 2012 Show – São Paulo, Brazil groups of mice: one sedentary group, and another that was allowed and encouraged to 12 September 2013 run regularly. All of the mice were then put Championship Personal Training: in mildly anxiety-inducing situations, and About IHRSA Increasing Your Business Performance the parts of the brain responsible for stress (Webinar) response lit up in both groups’ brains. Founded in 1981, the International However, the regular runners adapted Health, Racquet & Sportsclub 17–20 October 2013 quickly and were able to cope with the anxiety Association is the only global trade 13th Annual IHRSA European Congress much more rapidly than the sedentary mice, association, representing more than – Madrid, Spain who still showed signs of stress and anxiety 10,000 health and fitness facilities and long after their counterpart group had calmed suppliers worldwide. 12–15 March 2014 down. “It’s not a huge stretch to suggest the To learn how IHRSA can help your IHRSA 2014: The Annual International hippocampi of active people might be less business thrive, visit www.ihrsa.org Convention and Trade Show – San susceptible to certain undesirable aspects of Locate a quality IHRSA club at Diego, California, US stress than those of sedentary people,” says www.healthclubs.com study author Elizabeth Gould.
August 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 23 IHRSA EUROPE UPDATE NEWS
The IHRSA Global 25
Who are the world’s leading health club operators? Kristen Walsh summarises this year’s listing
HRSA recently published The IHRSA NUMBER OF FACILITIES OWNED - YEAR 2012 Global 25, an annual listing of the top 25 health club operators around the world. I Rank & Company Number owned Other Units Total Units “The companies recognised in The IHRSA Global 25 truly span the globe, and each 1 LA Fitness International, LLC 568 N/A 568 makes a significant contribution to making 2 24 Hour Fitness USA, Inc 419 N/A 419 people healthier and more physically active,” 3 Fitness First 405 Franchised:31 436 says Joe Moore, president and CEO of 4 GoodLife Fitness Clubs 300 N/A 300 IHRSA. “Every day, our vibrant industry 5 Health City 279 N/A 279 – with its vast array of quality health club facilities, fitness professionals and 6 Virgin Active 269 N/A 269 innovative programmes – helps members 7 Konami Sports & Life Co., Ltd 205 Managed: 173 378 and non-members alike to achieve their 8 McFit GmbH 170 N/A 170 health and fitness goals.” 9 Town Sports International Holdings, Inc 160 N/A 160 “The IHRSA Global 25 listings are 10 ClubCorp 144 Managed: 6 150 instructive and impressive,” adds Jay Ablondi, IHRSA’s executive vice president 11 Groupe Moving 135 N/A 135 of global products. “The leading club 12 Central Sports Co., Ltd 116 Managed: 41 157 companies that populate The IHRSA 13 Talwalkars Better Value Fitness, Ltd 110 Licensed: 6; 137 Global 25 are entrepreneurially driven Franchised: 21 and continually demonstrate their ability 14 Renaissance, Inc 107 Managed: 7 114 to provide health and wellness services, 15a Life Time Fitness, Inc 105 N/A 105 fitness facilities and expertise at a value 15b SATS 105 N/A 105 that today’s consumers demand.” 16 Fitness World 100 N/A 100 Worldwide leaders 17 David Lloyd Leisure 93 N/A 93 Of the 54 companies that make up 18a LA Fitness 80 N/A 80 The IHRSA Global 25 listings, 24 are 18b BIO RITMO/SMARTFIT 80 Franchised: 4 84 headquartered in the United States, 19 Holmes Place 79 N/A 79 followed by the UK (seven companies), 20 DW Sports Fitness 68 N/A 68 Brazil (three), France (three), Germany (three), Japan (three), Norway (three), 21 Pacific Club 67 N/A 67 Denmark (two), Russia (two), and Sweden 22 Goodlife Health Clubs 66 N/A 66 (two). Argentina, Australia, Canada, Chile, 23a Bodytech (Colombia) 64 Franchised: 39 103 Columbia, India, Mexico, Taiwan and 23b Nuffield Health Corporate Wellbeing 64 N/A 64 Turkey each have one entry. 24 Bannatyne Fitness, Ltd 61 N/A 61 The top player on The IHRSA Global 25 ranking in terms of membership is 24 Hour 25 Russian Fitness Group (World Class & FizKult) 51 N/A 51 Fitness USA, with 3.8 million members. Curves International comes in at number In 2012, franchise companies continued up 13 per cent. Meanwhile Planet Fitness two, with 2 million members. to report impressive growth. The leaders reported 653 clubs – a 33 per cent increase. When it comes to units owned, LA Fitness in terms of unit growth were all in the US. US-based Life Time Fitness (NYSE: International in the US claims the number Anytime Fitness was at number one with LTM) was first for total revenue, reporting one ranking with 568 locations, followed by 2,035 facilities – a 15 per cent increase over US$1.127m in 2012, followed by the UK’s 24 Hour Fitness with 419 sites. 2011. Snap Fitness, with 1,400 units, was Virgin Active in with US$1.037m.
MAKING THE CUT FOR MORE INFORMATION
Each year, The IHRSA Global 25 ranks companies on the following criteria: To read more, and to view all The IHRSA t Total membership t Revenue and t Five-year revenue Global 25 listings, visit: t Total clubs owned unit growth growth www.ihrsa.org/cbi/2013/6/25/ihrsas- t Total revenue t Total franchise units t Five-year unit growth global-25.html
24 Read Health Club Management online at healthclubmanagement.co.uk/digital August 2013 © Cybertrek 2013 YOUYOU DON’TDON’T BELIEVEBELIEVE PROTEINSPROTEINS AREARE TASTY?TASTY? JUSTJUST TRY!TRY!
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* except chocolate: carbs 24g / bottle health club UKACTIVE UPDATE UK NEWSmanagement Public Affairs Media Partner VANGUARD Budget Cuts
David Stalker, CEO of ukactive, reports on how the latest round of spending cuts will impact the physical activity sector
ith the UK economy PHOTO: WWW.SHUTTERSTOCK.COM/ERSLER DMITRY W recovering slower than originally expected, Chancellor of the Exchequer George Osborne announced another set of budgetary changes in the 2013 Spending Review of 26 June. In it, he set the target of a further £11.5bn of savings from current spending, laying out spending plans across 17 government departments during the financial year 2015–2016, with details of the direct impact this latest round of cuts will have on public services. In total, government expenditure for
2015–16 is expected to be £745bn – a bid to meet the government’s commitment to pay off Britain’s budget deficit within five years. Some departments may have fared better than others, such as the NHS and overseas aid, but the majority received average cuts of between 8 and 10 per cent. Government plans to extend the age for traineeships could be good news for fitness sector employers
DCMS & local government facilities provided by local authorities, and the development of new training and The impact on the physical activity sector the approach taken to their management. qualification opportunities for young will be a mixed one. The department people entering the activity sector. of Culture, Media and Sport (DCMS) Positive news has had its resource budget cut by 7 per However, there are other reforms taking Olympic legacy cent, with community sport in particular place in parliament that will benefit the Finally, the budget for elite Olympic receiving a 5 per cent cut. In comparison physical activity sector in the long term, and Paralympic sport has been ring- to the cuts other departments are the most significant of which are education fenced, ensuring £355m of investment in expected to make, those of DCMS are measures targeting the employability of the organisation UK Sport over the four quite limited, but it will still result in the young people. The government recently years up to 2016. The government will direct loss of several million pounds from announced a series of actions aimed at also invest, again through UK Sport, over Sport England’s core budget. However, developing further apprenticeship and £70m of Exchequer and Lottery funding since the organisation mainly funds its traineeship programmes. in Paralympic sports, to promote equality projects through National Lottery funds, Traineeships, which currently target and social mobility in the run-up to Rio the proceeds of which continue to be young people aged 16–19 years, will 2016. These steps may not have a direct healthy, the decrease in budget will have be extended to 19- to 24-year-olds to impact on our sector, but it demonstrates a limited impact on its activity. help the transition from education into willingness on behalf of the government More significantly, the cut in local work. In addition, the Department of to pursue the Olympic legacy, the baseline authorities’ budgets will have an indirect Business, Innovation and Skills will run of which was to get more people active. but deeper effect on local services such as a consultation this summer to review leisure. The Department for Communities apprenticeship funding, which aims to Opportunities remain and Local Government took one of the place purchasing power directly in the Public funding for sport may have been biggest hits in this year’s Spending Review. hands of employers as suggested in the cut nationally and locally, and this may Local government has to make a 10 per Richard Review, which was published not be the final word in the government’s cent cut – a huge decrease. As a result, back in November 2012. The consultation plan to reduce the deficit. However, all local budgets across the country will will consider the possibility of making investment in the NHS, the training of be tighter, which in turn will restrict payments to employers. young people and commitment to an local investment and put at risk the These announcements are good news Olympic legacy does mean that there are development and maintenance of local for employers in the fitness sector, still plenty of opportunities for the health, facilities and sport programmes. It will also as it will help upgrade and diversify fitness and physical activity sector to have force tough decisions regarding the mix of the workforce by making possible a positive impact on public health.
26 Read Health Club Management online at healthclubmanagement.co.uk/digital August 2013 © Cybertrek 2013 MAKING LEISURE CENTRES BETTER FOR 20 YEARS...
The leisure sector has seen huge growth over the last 20 years. In that time, many of our competitors have come and gone. But this July, GLL, the first of the new breed of leisure trusts in the UK, is 20 years old. Unlike many private companies, GLL is a staff led charitable social enterprise, dedicated to making leisure centres and libraries better for everyone. We’re an ethical business that trades with a social purpose and our staff invest time, energy and effort (along with any financial surplus generated), into helping make life better for our customers through the services we offer. GLL is as excited about the future today, as we were back in 1993. We recently moved beyond leisure centres and also run libraries, adventure playgrounds, arts, day spas and parks services. But that’s not all. We’ll be operating two flagship Olympic venues; the Copper Box Arena and London Aquatic Centre on the Queen Elizabeth Olympic Park after the successful London 2012 Olympic and Paralympic Games. So, for all our customers, partners and supporters, there are even more exciting times ahead. To everyone that’s played a part in our journey to date, thank you. We look forward to the next 20 years...
To find out more about GLL, please visit www.gll.org To become a member of your local leisure centre (or library), visit www.better.org.uk
Better and GLL are registered trademarks of GLL (Greenwich Leisure Limited), a charitable social enterprise. Registered Address: Middlegate House, The Royal Arsenal, London SE18 6SX I.P.S. Registration No: 27793R Inland Revenue Charity No: XR4339 LIW NEWPower Hour Could you be the fi ttest visitor to LIW 2013? This fantastic competition will put you through your paces in 15 minute workouts run by leading suppliers. Bring your A game!
Where the leisure industry meets... Health & Fitness at Leisure Industry Week (LIW) is the perfect forum for leisure professionals to do business with leading suppliers and keep on top of trends. Visiting LIW gives you the spark of inspiration you need to stay ahead of the game.
Join us in September and: • See what’s new from top brands including; Technogym, Life Fitness, Pavigym, Queenax, Pulse Fitness, Precor, Matrix, Escape Fitness, Cybex and more 24-26 Sept 2013 · NEC Birmingham UK • Keep on-trend with over 100 hours of quality education including the REPs National Convention (CPD accredited) • Enjoy live demos of new training and fi tness methods, take part in competitions and hear from some special guests
Register today for FREE entry (saving £30) at liw.co.uk powered by www.leisurediary.com
DIARY Worldwide event listings for leisure professionals © SHUTTERSTOCK.COM/GORAN BOGICEVIC
SPATEC brings together leading hotel, resort, medical and spa operators
8–11 [ SPATEC Fall, AUGUST North America 7–11 [ IDEA World Venue San Diego, US Fitness Convention Summary Venue Los Angeles, US An appointment-based event that brings Summary operators of leading hotel, resort, Claimed to be the world’s largest, destination, athletic, medical and day longest-running international spas together with leading domestic and fi tness convention, featuring diverse international suppliers. educational programming from world- Web www.mcleaneventsinternational.com renowned presenters. Web www.ideafit.com/world 18–19 [ Health+Fitness Business Expo & Interbike Expo SEPTEMBER Venue Mandalay Bay, Las Vegas, US 3–5 [ BASES Conference 2013 Summary Venue UCLAN, Preston, UK This event in the US brings brands, Summary retailers, press and industry infl uencers The annual conference of the British together for the business of health Association of Sport and Exercise and fi tness. Taking place alongside the Sciences, the professional body for sport Interbike Expo is an Outdoor Demo and exercise sciences in the UK. event on 16–17 September. Web www.bases.org.uk Web www.healthandfitnessbiz.com
5–7 [ Annual IHRSA / Fitness 18–20 [ European Brasil Latin American Fitness Summit Conference & Trade Show Venue Barcelona, Spain Venue São Paulo, Brazil Summary Summary This summit offers suppliers from the Latin America’s premier health and fi tness, wellness and health industries wellness event, featuring three days of an opportunity to enjoy face-to-face seminars, networking opportunities, meetings with decision-makers from and a trade show with more than 100 leading fi tness studios and wellness exhibitors and over 10,000 visitors. centres in selected European markets. Web www.ihrsa.org/fitness-brasil Web www.european-fitness-summit.com
August 2013 © Cybertrek 2013 29 TALKBACK +ATH (UDSON s *OURNALIST s (EALTH #LUB -ANAGEMENT EVERYONE’S TALKING ABOUT . . . Beyond 12 per cent
n the UK, the fi tness Non-gym based activity is industry has been The 12 per cent market penetration figure another issue: fi ndings from I hovering around 12 YouGov’s SixthSense survey per cent population gets bandied about, but how accurate is it? suggest that many people penetration for years. Why What figure could the sector reach, and prefer to exercise outdoors, can’t we push beyond it? using cycling, walking or John Treharne, CEO of the what does it need to do to achieve this? gardening as their mode of Gym Group, says 35 per cent fi tness. Can the fi tness sector of its users have never been drive penetration by connecting to a gym before. But if low-cost clubs penetration levels are always going to with these people, offering outdoor are attracting a new demographic, why be plagued by members lapsing. What activities as well as the more traditional are we still stuck at 12 per cent? Are we more can we do? Of the non-user indoor alternatives during winter? haemorrhaging members as fast as we groups, lapsed members are generally How much appetite is there in the can sign them up? Or is the 12 per cent recognised to be the easiest sell, so are industry to change the status quo? fi gure out of date, simply repeated out clubs fi nding out why people have left What percentage penetration could of familiarity rather than being accurate and making efforts to win them back? we actually get to, and how? Who is it today? Or is the static membership fi gure And how good are clubs at welcoming we’re not currently getting to – who are due to a growth in casual users, who new members, setting them off on the the other 88 per cent, and how likely might account for another few per cent? right track and keeping them motivated is it that they’d join a gym? What’s the The ongoing problem of retention – and returning regularly – by making true potential for the health and fi tness of course lies at the very heart of this: sure they’re achieving their goals? sector? We ask the experts...
WHAT POPULATION PENETRATION RATE IS POSSIBLE? EMAIL US: [email protected]
DAVID STALKER DAVID MINTON ukactive s CEO The Leisure Database Company s Director
he 12 per cent penetration figure his year, the penetration figure has “T is fairly accurate, although it only “T risen by 0.5 per cent to 12.6 per covers those with memberships, not ‘pay as cent, which is a result of the expansion of you go’. However, even if it’s out by 2 per low-cost clubs. However, low-cost isn’t an cent either side, it’s still not good enough. innovation to genuinely grow the sector. I think it’s realistic to double this figure in a fairly short space of It just means we’re virtually giving away memberships and time, but to do so we need to change the focus of the sector. We lowering the value of the industry, as seen in the drop in yield. assume everyone wants what we offer, so we don’t change our The industry has so far benefited from the low-hanging offering – which means we’re always knocking on the same doors. fruit, and isn’t catering for the largest demographic: older and We need to focus more on the people who should be users deconditioned people. To grow penetration, we need innovation but currently aren’t. This requires operators to move from and better leadership. Clubs need to change the message and fitness delivery to health delivery. We need to show we offer nudge people – people currently believe they don’t have to join. programmes to deal with diseases such as type 2 diabetes, and We also need to keep the members we have by helping them we need to actively welcome these people. The sector needs achieve their goals. Weight Watchers received £4m from the to develop partnerships with healthcare providers and use the Department of Health because it has systems in place to prove statistics available to back up their programmes. Staff need to how many people it helps each year. By contrast, I recently be trained not only to deliver specialist programmes, but also asked four health club general managers how many of their to interact with people who are very different from them. members were training for a personal challenge. None of them None of the current non-users are easy to reach, but those knew. Too few clubs know how often members are attending on the cusp of needing medical assistance are a good group to the gym and what they do when there. Turning gym instructors aim for and will be the most appreciative of the intervention. into PTs is also a backward step unless everyone gets a PT: However, to do this as a sector, we need to prove that we clubs rely on members to find the motivation themselves, and can make a difference.” there’s too little engagement when the members get bored.”
30 Read Health Club Management online at healthclubmanagement.co.uk/digital August 2013 © Cybertrek 2013 © SHUTTERSTOCK.COM/ZSTOCK © SHUTTERSTOCK.COM/ZSTOCK
YouGov says 80 per cent of consumers fi nd club fees too expensive
JAMES MCCOY MICHAEL OLIVER YouGov s Research director Mintel s Senior leisure and media analyst
ur research puts gym membership intel’s latest research is “O penetration at around 14 per cent. “M encouraging for the sector: 16 This doesn’t include casual usage, which per cent of adults (based on 2,000 internet would push it up to one in four adults. users aged 16+) are using clubs; 21 per Up to 17 per cent of current non-gym cent are interested in joining; and 23 per users say they may be tempted to join a health club in the future. cent of lapsed users – people who have already bought into the Add this to the 12–14 per cent who are currently members and idea of gym-going – would be interested in joining again. you would be forgiven for thinking penetration could reach as Reflecting the maturity of the sector, almost 40 per cent of high as one in three. However, because of the high churn rate, respondents have, at some point, belonged to a club, including without massive industry-wide effort penetration is unlikely to current members; just under 25 per cent are lapsed members. significantly increase in the near future. Of the 16 per cent of respondents currently using a private Barriers include the fact that some people prefer to exercise health and fitness club, three-quarters are members. The outdoors; others want specialised instruction at a dedicated balance attend on a ‘pay as you go’ basis, which continues to facility, such as yoga. We’ve also found many people prefer solitary be part of the business model for many gyms, and which may activities, with nobody else around, despite the fact that studies have become even more important in the difficult economic suggest group exercise – with its higher levels of adherence – environment of the past few years. Flexibility in membership is more beneficial to health, fitness and weight loss. Finally, a will be key to continuing to drive penetration rates. whopping 80 per cent of consumers feel gym memberships are Going forward, the demographic that’s most interested in too expensive: three out of five lapsers cite cost as the reason. taking up a membership are the younger age groups, singles and Lapsed members are a good place to start to push up students. There’s also a notable peak in interest among those penetration, but solutions need to be provided to get them living in London; the fact they haven’t yet joined a health club in back, such as membership flexibility. There also needs to be a part reflects the relatively poor provision of clubs in the capital focus on measurable results with minimal time commitment.” due to high development costs.”
August 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 31 INTERVIEW
HEALTH JOHN PENNY CLUB SPA
hen you take over the The MD of Reebok Sports Club London talks Kate reins at a large, successful W club like the Reebok Cracknell through the extensive redevelopment project Sports Club London, the that’s seen a “total transformation” of the offering temptation must be to sit back, assess the situation and not do anything too dramatic in the first few months. Not re-organise the PT set-up. We used “As part of that, around 18 months ago so John Penny. With the advantage of to have a contract agreement with we introduced three new areas to the having already been general manager someone we’d known for a very long gym fl oor: a boxing and combat area, a of the club for almost five years – and time, and who worked with his team functional zone and a heavy lifting area. with a background in managing large, within the club. We changed that, “But we still have more to do. If you high-end facilities such as the Harbour bringing someone in from New York look at some of the large format clubs in Clubs – on being promoted to MD in to head up our personal training. Some the States, the top-performing sites will 2011, Penny immediately embarked on of the trainers are still self-employed, have 20–30 per cent of their members an ambitious and comprehensive review but the PT business as a whole – doing personal training. We’re currently of the offering and operations. including the new manager – is now around 7–10 per cent, and I want to “We were starting to recognise the directed by me and my team. move that up to 15–20 per cent. opportunities we had to really develop “It’s going very well. We’ve grown the “That’s challenging, because of course our secondary services, with the three team from 15 to 20–25 PTs and our PT members need disposable income to do main ones being personal training, the revenue almost doubled within the fi rst PT, but there are many different ways to restaurant and the spa,” he explains. 12 months of the new system. We’ve approach it. That was one of the main also started to branch out into other reasons I brought in a very experienced Getting personal areas of private training, which is very PT director from New York – because “One of the big things we did towards big in the States, such as yoga, martial the US is ahead of us, with many the beginning of my time as MD was arts, boxing and small group training. different ways of packaging PT. They do
32 Read Health Club Management online at healthclubmanagement.co.uk/digital August 2013 © Cybertrek 2013 The spa was rebranded from the Reebok Spa to Re: SPA
The Reebok Connection
Located in the prime corporate territory of London’s Canary Wharf, Reebok Sports Club London is a privately owned, high-end club. “The original slogan on a lot of our marketing was ‘excellent value, unrivalled choice’, and in many ways that still sums us up,” says MD John Penny. “In terms of the facilities on offer, there’s nothing like this in the area: 170 classes a week, a huge gym, a swimming pool in the heart of Canary Wharf, a 13m climbing wall, golf centre, spa, restaurant. It’s one of the largest – and I believe nicest – clubs in London, and we maintain A 13m climbing wall grabs the eye the moment you enter the club it to a very high standard.” He continues: “We license the name to trade as the Reebok Sports Club. There are six globally – one in New York, two in Brazil, two in Spain and one here – and they have to be a particular type of premium club. Some are even more luxurious than ours. Some, where the weather permits, also have a strong outdoor offering. “So it’s a licensing agreement, but we do also work very closely with Reebok. What I like about them is they’re not scared to have a go at new concepts: Jukari, CrossFit, group exercise equipment such as the new EasyTone Step. We’re not obliged to take on their new offerings, but nevertheless we do try to work with them on their innovations.” The club offers a swimming pool in the heart of Canary Wharf
August 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 33 INTERVIEW
Above: The restyled restaurant has a 1950s-inspired feel
Right: The refurbished spa offers a champagne manicure bar
it in small groups; they have tier systems with different price points offering different levels of education. These are some of the things we’re trying out, to address the needs of members who would like to have private training in some capacity, but who might not previously have been able to afford it. “That pretty much took us up to the early part of last year, but it’s settling down now and we’re starting to see the fruits of our labour.” Spa & restaurant Penny continues: “At that point we turned our attention to the other big Next up came the restaurant, which restaurant, which sits below the club secondary businesses in the club, namely officially opened in May of this year, with a separate entrance and really, to the spa and the restaurant. this time designed by B3 of Shoreditch, all intents and purposes, represents a “Sparcstudio were brought in to London. “We used to have what I’d new, high quality, standalone restaurant oversee the refurbishment of the spa, describe as a gym canteen that did targeting the 105,000 people working which was rebranded from Reebok Spa a reasonable lunch service. It was in Canary Wharf. to Re:SPA. It still offers everything it doing pretty well, but it needed a But it’s important not to lose sight had before – standard spa treatments refurbishment anyway and the location of the members, says Penny: “We’re as well as complementary services such over Canada Square Green was an ideal trying to create a separate restaurant/ as physiotherapy, podiatry, osteopathy, opportunity to do something special. cocktail brand within Canary Wharf, but hypnotherapy – but we introduced a lot Our investors recognised that. at the same time maintain an association of new elements too. “Now we have a fully operational, with our members. It’s their bar and “There’s now an express treatment Monday to Saturday, West End- restaurant as well, and we need to room, champagne manicure bar, large style restaurant and cocktail bar. It’s keep them engaged with it, so we have make-up area, new relaxation lounge, been a total transformation. It has lots of great discounts flowing through spray tanning section and a much a 1950s-inspired, Madmen-style the business. For the restaurant, we larger retail area stocking Murad, Shoreditch House vibe. It’s very relaxed launched with a 30 per cent discount for Aromatherapy Associates and Guinot. and informal but lovely.” our Reebok Club members. That will We also fully refitted the other seven A specialist general manager has been probably go down to 5 per cent in the treatment rooms. That work was recruited to run the restaurant, which future, in line with the discount in the completed last October, although now operates under a distinct brand spa, but we’ll run a few reports and see.” developments are still ongoing – creating – The Pearson Room. As with the spa Neither the spa nor the restaurant a new spa website that links with the manager, this GM reports directly into function as separate profit centres, club’s website, for example. Penny and his team. instead contributing to overall club “It’s an urban spa so people don’t Each of the three brands – Reebok revenue: around 10–15 per cent of generally stay all day, although we’re Sports Club, Re:SPA and The Pearson overall profit is expected to come from addressing day spa, particularly at Room – will, as Penny explains, be the restaurant, and around 10 per cent weekends. It’s open to non-members “connected but separate”, with distinct is expected to come from the spa within as well as members – 35–40 per cent identities and separate but interlinked the next 12 months, once it’s operating of our Re:SPA business is from non- websites. “This will help us draw in at the expected 70–90 per cent capacity. members – with members receiving a the non-member customer,” he adds. Both figures mark a doubling or even 5 per cent discount.” This is particularly the case with the tripling of previous contribution levels.
34 Read Health Club Management online at healthclubmanagement.co.uk/digital August 2013 © Cybertrek 2013 carrying my gym in my pocket INTERVIEW
The Reebok Sports Club – Facts & Figures
Location: Canary Wharf, London, UK Opened: 2002 Size: 9,290sq m (100,000sq ft) Membership: “There are 105,000 people working in Canary Wharf, and 80 per cent of our business is currently corporate – our clients include BP, Citigroup, Barclays,” says MD John Penny. “But Canary Wharf and the surrounding East End is developing residentially, so we’ve introduced a weekend membership – Friday to Sunday – which is already growing.” Fees: “The headline rate for a non-corporate individual is £112.50; corporates receive up to a 10 per cent discount depending on how many memberships they commit to. Then there’s the weekend deal, which costs £67 a month.” Competition: “There’s Virgin Active Riverside and LA Fitness West India Quay, but our main competitors are the mini gyms in-house at the banks, some of which are free for employees.”
Members’ club more. We’re considering a much larger Refurbishment: The third and fi nal As if all that weren’t enough, Penny is stretch zone, for example, and a new stage is the health club itself now embarking on the final – for now at pilates area. Then there’s the group least – leg of the upgrade: the club itself. exercise timetable, where we have lots Future prospects “There are three elements to the club of exciting things coming up: Tabata for So will that then be job done for Penny? upgrade,” says Penny. “There’s a bit of example, which will be huge in an area Where does he see the club in five years’ general refurbishment to future-proof like Canary Wharf where people are time? “The population of Canary Wharf the club and reinforce a leading market time-poor (see HCM June 13, p70). could grow to 120,000–140,000, and position for the next fi ve to 10 years. “The three gym fl oor zones we created our capacity is around 10,000–11,000 There’s yield enhancement, driving more 18 months ago have also proved very members. Once we get there, it revenue per member via new facilities popular: we now have a specifi c combat becomes about yield management and and offers. And there’s the added sizzle, timetable which I’d like to add to; the capacity management, looking at what enhancing and improving facilities to functional area is booming to the point contributes the most per square foot, create an even more luxurious feel. that we’re having to look at expanding assessing bottlenecks, and letting those “We’re also looking to create a new it; and Olympic lifting – while it required factors decide how we develop the club.” style, giving it more of a members’ a bit of member education, as heavy And how about the fi tness sector as club feel – aspirational, comfortable, weights aren’t really what we’re about a whole – how will it move forward? luxurious, informal but dynamic, rich – has become so popular we’re also going “We’re already doing much better at materials and fi nishes. The designers to have to evolve that area further. making fi tness more readily available from Sparcstudio talk about eclectic “My mind is racing and there’s lots I whatever your income – the local style, post-industrial chic. There are lots want to do. The luxury for us is that, authority and budget offerings have of dark browns, olive greens, armchairs, as a 9,290sq m (100,000sq ft) club, we really opened the market up. rugs, a new lighting scheme. The club is have the space to offer a wide range “The opportunities have to revolve a very social place where people meet of options, allowing people to try out around how we improve the nation’s after work, train together, stay around new things and discover what they like – health: the synergies we can make with afterwards, so very importantly there something that’s sustainable for them. health and medical services, but also will also be strong wifi throughout.” “But it’s the 80/20 rule: 80 per cent schools and sports development – how He continues: “We’re starting with a of your business has to be bread and we get the mentality of sport and new-style changing room, which we’re butter, which means offering a certain physical fi tness in at grass roots. developing to integrate all the bolt-ons amount of equipment and a certain “I’ve always found it challenging with we’ve introduced over the years. We number of certain types of classes all the wellness though. Lots of clubs are being have a three-tier locker room system: time – having enough facilities to look proactive about wellness testing and one you have access to as part of your after the membership and ensure they’re it’s breaking through slightly, but most membership; for £25 more a month well maintained. The other 20 per cent members will only address something you get into a whole new area with is what we call the ‘sizzle round the when it becomes a problem. They don’t your own private locker; then there’s an edges’ – innovations in equipment, new think about preventative healthcare executive lounge, which we call Premier group exercise offerings, little extras like and don’t want to pay for it. It’s up to Plus, that costs another £85 a month for shining members’ shoes and offering free us to re-educate them. It’s interesting a full-size locker and all sorts of treats, chair massages on the gym fl oor. how much people will spend on going including us doing your laundry for you. “We’re going to keep the club open out versus the benefi ts of having a PT. “We’ll also be looking at the gym to throughout the refurb, and work should We have to try and change people’s see how we can offer members even be fi nished by around mid-2014.” perceptions of what’s valuable.” O
36 Read Health Club Management online at healthclubmanagement.co.uk/digital August 2013 © Cybertrek 2013 See the new Octane Fitness LateralX at LIW stand H320 or call on: 0203 463 8542 [email protected]
August 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 37 NUTRITION HEALTH CLUB SPA
Whether you’re looking for RUNNING weight loss, detox or disease prevention – in some cases even cure – juicing claims to have the answers. Kate ON JUICE Cracknell reports
even days up a mountain retreat is marketed, at least at an retreats that we’ve set up based on in Turkey, far away from all entry level, based on the bestselling that programme, as the most effective temptation, exercising for five book of the same name written by one-week recharge you can give your hours a day fuelled on nothing Juice Master founder and director mind and body.” Sbut four daily juices and plenty of water. Jason Vale. But I soon realise there’s Interestingly, that sentiment was That’s how I spent the first week in June much more to it than that. echoed by most of the people attending this year. Many people thought me mad; the retreat with me. Many had been at even I had my doubts before I went. So HITTING RE-SET least two or three times before; one why on earth was I doing this? “It was the publisher that wanted to call was attending for the seventh time. All ‘7lbs in 7 days’ would be a compelling the book 7lbs in 7 days – Super Juice of which begs the question: why? enough answer for many people Diet,” explains Vale. “I didn’t even want “I come every year for a reset and – the amount of weight the average to include the word ‘diet’ in the title. a re-balance – to get my body back person loses over the course of the Weight loss is a by-product of what we to feeling good,” one guest told me week. And that’s how the Juice Master do – I think of the programme, and the before we’d even left the airport. “It’s not about losing weight. It’s about energy and health.” “You feel so energised by the end of Vale started the week,” agreed another. “Your taste juicing to cure a skin condition buds change too – you go home wanting totally different foods.” Arriving at the resort and meeting the other guests, it was clear that juicing was in fact already a way of daily life for most, with many citing the health benefi ts rather than weight loss. So far, so intrigued. So what was it all about? And could juice alone really sustain me for a week?
NUTRIENT-RICH DIET “If you tell people you’re just going to have juice for a week, they’ll tell you it’s dangerous – and yet they don’t bat an eyelid if someone’s living off junk food for months on end,” says Vale. The focus of Juice Master is therefore on explaining why to juice, not just how. “People want to feel good, and when you juice you’re getting everything your body needs. You feel recharged, rebooted, full of energy. Your skin becomes clearer, your hair and nails better, you lose weight. It also has huge health benefi ts: the two biggest causes of all disease are toxicity and nutrient defi ciency, and our programme addresses both of these. “When you explain it that way, people fi nd it very logical, very tangible. It isn’t about going on a diet – it’s about changing your diet.”
38 Read Health Club Management online at healthclubmanagement.co.uk/digital August 2013 © Cybertrek 2013 The retreat sees many returnees who come for an annual reboot
THE TWO BIGGEST CAUSES OF ALL DISEASE ARE TOXICITY AND NUTRIENT DEFICIENCY, AND OUR PROGRAMME ADDRESSES BOTH OF THESE
“You get more good nutrients in one juice than most people get in a day,” Turkey: Daily walks in the explains retreat manager Becky Lennox surrounding mountains on our fi rst morning up the mountain. You might feel a bit hungry, although in my experience not as much as you’d expect. You might even get a headache for a day or two – withdrawal symptoms from the likes of sugar, salt, caffeine, alcohol. But while our stomachs might be used to more volume, inevitably our normal daily diet will include a good smattering of junk food – food with little nutritional value. We may feel physically full, but nutrient-wise and at a cellular level our body is quite likely starving. Give it a week of freshly extracted, live juice (none of this tetra- packed, pasteurised, longlife stuff) and you’ve recharged it, replenishing the live enzymes, vitamins and minerals it needs juices – especially green juices – help a break from having to digest food; to remain healthy, while simultaneously put your body into this state. Sugar is digestion takes up a huge amount of removing all the toxins that prevent it the worst offender. It’s the number one energy. When you juice, the nutrients from functioning effi ciently. ingredient that contributes to acidity, go straight into your system, so your “We often eat the wrong things and it’s very addictive. Our retreats help body can preserve its energy to heal – things that make our body acidic, you break that cycle of addiction. itself. Not only that, but if you look at which in turn is the cause of a number “People ask why not just eat the everything that goes into one glass of of diseases,” continues Lennox. “The vegetables, but one of the benefi ts juice, would you really sit and eat your body works best in an alkaline state, and of juicing is that it gives your body way through all that?”
August 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 39 NUTRITION
The retreats at Juicy Mountain offer around eight hours of activity every day
She continues: “Juicing also retains a based protein with all the amino acids. ONE DISEASE, ONE SOLUTION much higher percentage of the nutrients And apples are in most of our juices – There will still be some who want to in fruit and vegetables than if you just they include pectin, which is a fi bre.” question the science, but the eat them. You can get everything your “In any case, the body only uses the testimonials speak for themselves – body needs from juicing. People often juice that’s contained within the fi bres of including, on our retreat alone, a ask about protein and fi bre, but we use the fruit and veg,” adds Vale. “Fibre itself diabetes sufferer who almost halved his superfoods in our recipes – avocado can’t penetrate the intestinal wall; it just insulin dose just in the space of the in our smoothies, for example, and keeps things moving in the colon, and week, and a regular juicer whose spirulina, which is a complete plant- you can use psyllium husks for this.” husband has seen his MS symptoms
JUICE MASTER RETREATS
“We ran our first Meanwhile Juicy Oasis retreat in Turkey launched in Portugal around 10 years ago in June 2013. The new – the 7lbs in 7 days book retreat – this time had done incredibly well, wholly owned by Vale so we contacted our – is bigger and more database to see if luxurious, but again anyone would like to go offers ‘stylish camping’ away for a week to do options. As it’s open the programme with us,” all year, it also includes says Juice Master a gym and spa – the founder Jason Vale. “It Eden Spa – to ensure was such a success that guests have fi tness we found a location we and relaxation options could rent throughout whatever the weather. the summer months.” “There’s a beautiful Located in the Juicing is described as one solution for many different ailments relaxation room with mountains outside the suspended cocoons, a village of Gocek, the ‘rustic’ Juicy Mountain retreat offers hot pool, fi ve treatment rooms and an outdoor loft sauna 11 rooms and four luxury tents. There’s a pool fi lled with overlooking the lake,” says Vale. “There’s also a yoga dome, a mountain water, a covered space for exercise classes in the huge exercise platform overlooking the lake, and a small gym heat of the day, a platform for morning and evening yoga and with equipment from Life Fitness and TRX.” rebounding – high-energy classes using mini-trampolines – And Vale has plans for more Juicy Oases. “I’d like two in and of course the beautiful surroundings for the daily walks. the States, one in Australia and one in England, in Cornwall. Nothing is compulsory, and there are a few hours in the But if, on my travels, I found a spot on the beach in Thailand middle of each day for relaxation, but guests are encouraged that I could buy and make a rustic retreat with wooden tree to participate in as much as they can, with around eight huts, I’d consider that too!” hours of activities scheduled every day. One-to-one yoga or Prices for the week, excluding fl ights and transfer, range from fi tness training is also available (£40 for an hour), as well as £450–£1,150 for Turkey, or £645–£2,150 for Portugal. Eden massages (£50 for 50 minutes). Spa treatments cost €65–€140. Details: www.juicemaster.com
40 Read Health Club Management online at healthclubmanagement.co.uk/digital August 2013 © Cybertrek 2013 There are more nutrients in one juice than many people get in a day
FOR LONG-TERM CHRONIC DISEASE, I THINK IT’S NON-SENSICAL TO ONLY TREAT THE SYMPTOMS AND NOT THE CAUSES
improve dramatically since she got him Such whole-body benefi ts are echoed on juice alone? Out of sheer desperation onto juicing every day. by experts across the globe. Charlotte to rid my body completely of psoriasis, Meanwhile a number of reputable Gerson – daughter of Max Gerson, I once did a juice-only programme for studies link juicing to a range of health who devised Gerson Therapy, the three months – not even any smoothies benefi ts, from apple juice to alleviate controversial juice-based nutritional or superfoods. Would I recommend it? asthma in kids (National Heart and Lung regime that’s said to cure cancer (see Not in a million years. I lost too much Institute, UK) through to three-times Spa Business 2 2008, p62) – famously weight – excess fat, but also healthy fat weekly juicing leading to a 76 per cent said: "You can’t heal selectively. You can't and lots of lean muscle. lower chance of older people developing keep one disease and heal two others. “That said, I’ve devised the 7lbs in 7 days Alzheimer’s (Vanderbilt School of When the body heals, it heals everything." plan so carefully that you could live on it Medicine, US), and many more besides. This is what Vale calls “one disease, for three months if you chose to. There’s The Juice Master team is also a living, one solution”. He explains: “I believe no need to, and I don’t recommend it, but breathing case study. Lennox uses juicing can help all illnesses. Never on a nutritional level you could.” juicing as a way to manage her arthritic underestimate the power of the body to In fact, the recommendation is to condition, while Vale originally came heal itself when given the right nutrients wean yourself back onto food carefully, to juicing in his late 20s in a bid to cure and opportunity to do so. starting with raw food like salad – which his head-to-toe psoriasis. “At the time “Even the World Health Organisation is great, as after a week of detoxing I smoked 50 cigarettes a day, I was says 85 per cent of Western disease that’s what you’re craving anyway. overweight, unfi t, drank too much, had is caused directly by what we eat and The idea is that you then progress asthma and eczema and other allergies – drink. So why isn’t diet the fi rst thing to to, as far as possible, a diet of what and then there was the psoriasis.” be suggested when it comes to illness?” Vale calls Low HI (human intervention) Discovering a book by Norman A number of documentaries, such foods. “It’s not about reading what’s Walker, considered to be the pioneer as Food Matters, go so far as to suggest on the label,” he explains. “It’s about of juicing, Vale read that his psoriasis that it’s the infl uence of Big Pharma eating food that doesn’t need a label to could be treated with a juice of celery, – the drug companies – that ensures the explain what it is.” Around 50 per cent cucumber and spinach. “But I hated power of nutrition in preventing and should be high water content foods vegetables and I just couldn’t drink that curing disease remains all but hidden. such as fruit, veg and juices, with the combination, so I tried carrot juice Vale is a little more balanced in his rest being lean proteins and wholegrain instead – I’d read about someone who’d outlook. “I accept there are times when carbs. There’s also an acknowledgement used it to cure himself of bladder cancer. medical intervention is necessary, for that, for it to be sustainable, up to 10 I spent months just drinking carrot juice. short-term, acute conditions,” he says. per cent can be what Vale calls ‘party It didn’t work for my psoriasis though – “But for long-term chronic disease, I foods’… the naughty stuff. I just turned orange! think it’s non-sensical to only treat the “So I went back to the original recipe symptoms and not the causes.” JUICING THE WORLD but added other ingredients to make For all of that, he’s certainly not Speaking to Vale it’s clear that, in spite it more palatable, including fruit. It advocating that people do nothing but of the well-documented weight loss cured my psoriasis – and all my other juice for the rest of their lives. “Yes, successes of his programmes, it’s the conditions too.” you’ll eat again – who would want to live health aspect that most interests him.
August 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 41 NUTRITION
The newer Juicy Oasis retreat in Portugal is more luxurious
I’D CONSIDER DEVELOPING A PACKAGE FOR NEW HEALTH CLUB MEMBERS. IT COULD DO A LOT FOR RETENTION AS THEY’D GET QUICK RESULTS
“We’re fi lming a documentary at freeze juices immediately, it maintains “I’d love to run our programme the moment – Super Juice Me: One the goodness. In my mind this service is at a boutique health club, but the Disease, One Solution – that’s all about only for really busy or really lazy people, challenge is that we’d want to take putting health back in your hands. We but it’s already taken off to the point over the whole place for fi ve days, want to test the ‘one disease, one that we’ve had to bring someone in to with the operator taking it back for solution’ hypothesis, so we have eight take it over for us. the weekend trade. At our retreats people with various conditions ranging “Similarly, we have a franchise concept there isn’t even a village shop nearby from fi bromyalgia to arthritis, eczema for Juice Master juice bars in shopping – nothing to tempt you – and we’d to high cholesterol and high blood centres, but we’re not a big company need to replicate that within the club. pressure. We already know we can and haven’t had the resources to really “I’d also like to work with a gym reverse type 2 diabetes in four to six grow that. We currently have seven chain, as I think a lot of personal weeks, but now we’re setting out to sites, with a few more in the pipeline trainers already use 7lbs in 7 days with prove that, in just one month of juicing – in Dubai, Canada, Ireland, Scotland and their clients. I’d consider developing a – and with everyone having exactly the Belgium – but Paul Duffen, the former package for new members that includes same treatment – the vast majority owner of Hull Football Club, has come the book when they join, perhaps a of those conditions, hopefully even in and wants to make it the biggest chain discount on a Juice Master retreat, and all of them, will get better. I believe of healthy juice bars in the world. the gym could incorporate some PT. I this documentary will have the biggest “If there’s one part of the business think it could do a lot for new member impact of anything we’ve ever done.” I’m slightly uncomfortable with, it’s retention, as they’d get quick results.” So what else is new at Juice Master? that we have an online shop selling A juice partnership, with all its “We’ve just opened our second retreat Juice Master products and merchandise health benefi ts, could also help clubs in Portugal, which I’m really excited – even though I’m very careful about strengthen their offering in the about. It’s stunning, and includes a what we put our name on. That said, preventative healthcare arena. Vale gym and spa [see p40]. if someone wants to wear a ‘Running concludes: “With our new Super Juice “We have a 5lbs in 5 days programme on juice’ T-shirt or use a ‘Juice Junkie’ Me documentary, which we’ll also roll coming out in January 2014, as people fl ask, it helps create a community and out into a book and a programme, we were telling us they found it hard to spread the word. It’s my mission to want to coin the phrase and put it maintain a juice-only diet at weekends. ‘juice the world’.” into everyone’s psyche. If someone’s It aims to give the same results as 7lbs ill, instead of people’s fi rst reaction in 7 days but in a shorter timeframe, COLLABORATIVE VENTURES being ‘you should go to the doctor for incorporating high-intensity training. Given how important exercise is in all medication’, we want them to think: “Juice Master Delivered is a relatively Juice Master programmes, would Vale ‘You need to be Super Juiced’. new service where we deliver frozen consider teaming up with health clubs to “After all, if you don’t look after your juices directly to your door – if you drive forward this mission? body, you will have nowhere to live.” O
42 Read Health Club Management online at healthclubmanagement.co.uk/digital August 2013 © Cybertrek 2013 FOR QUICKNESS FOR SPEED FOR POWER FOR SAFETY
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44 Read Health Club Management online at healthclubmanagement.co.uk/digital August 2013 © Cybertrek 2013 INDOOR CYCLING
PEDAL POWER
From microgyms to new technology and new formats, indoor cycling is booming. Levze Kerey asks the experts for their tips on how gyms can capitalise on this trend
ndoor cycling has been a staple offering on gym class the Tour de France – exciting new formats of club and timetables for years, picking up legions of dedicated programming, and an influx of innovation in technology. I fans who become incredibly passionate and loyal to It’s time to take a fresh look at how the many indoor their chosen class. Now indoor cycling is on the rise cycling options might be used to bring a buzz to fitness again, enjoying a renewed interest thanks to factors such facilities. So how can operators capitalise on this as the growing visibility of elite cycling – the Olympics and renewed public interest?
SCHWINN market. Offer riders the Merrill Richmond, VP of chance to experience a sales and marketing team pursuit, a recovery Indoor group cycling can be a class, a Classical vs strong tool to attract and Dance tunes special or retain members: done well it’s very the joys of climbing Alpe inclusive, opening the door for clubs to d’Huez. It’s about making market their offering to new audiences. people’s regular trips to However, many clubs risk alienating the gym more exciting potential group cycling participants and inclusive, and all through their approach to these classes, achievable within their with every session labelled as advanced own personal limits/goals. on the timetable and instructors roaring Variety in the timetable on the very fit, regular participants to is one of the reasons why push themselves harder and harder. indoor cycling microgyms That’s not going to appeal to someone are being so successful; Invest in great coaches, bikes and AV systems who last rode a bike 20 years ago, but they have also packaged who might have been inspired by their their offering well and have a story to reliable bikes, ideally with consoles to Olympic heroes to get pedalling again. tell around their concept. improve the experience; and invest in The opportunity is there to create a Then there are the basics which, while an extraordinary sound system, as great mixed timetable of classes welcoming obvious, sometimes seem the hardest music is still a huge source of motivation, beginners, teenagers/millennials, the fit to achieve: invest in fabulous coaches especially if the soundtrack is geared to and the fat, the ever-growing over-60s and their further education; invest in the target audience of each distinct class.
August 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 45 INDOOR CYCLING
WATTBIKE Richard Baker, commercial sales manager There has to be a credible link between the indoor and outdoor cycling experience for gyms to take advantage of the surge in interest in cycling. Many outdoor recreational riders won’t enter a gym due to the poor experience of riding an indoor bike. We’ve focused on providing the authentic feel of riding a real bike, which gives gyms a unique opportunity to market to the burgeoning cycling sector. To attract the cycling community, indoor cycling must also offer something of value other than just sweat. Cyclists like data, so being able to see the important numbers such as power, heart rate and cadence is a fantastic way to attract, motivate and retain members. Gyms with Wattbikes can now perform fi tness assessments, set structured training plan for both groups and individuals, and provide real-time pedal technique analysis – an unrivalled level of scientifi c accuracy on the gym fl oor. There’s never been a greater opportunity for the health and fi tness industry to grasp what is the fastest Gyms with Wattbikes can offer growing sport in the UK. riders fi tness assessments
CYCLEBEAT Boutique cycling studios like Cyclebeat, Greg Allon, co-founder which are already big business in the As consumers become more US, are set to establish themselves in sophisticated, they’re less the UK, with game-changing studios and inclined to accept a ‘one size fl exible payment models. fits all’ approach to their exercise. If It’s unlikely that non-specialist gyms they take their indoor cycling seriously, will be able to cultivate the growing as many do, they want a venue that popularity of cycling to the same extent takes it equally seriously, with the that boutique studios can. However, facilities and instructors to prove it. in order to develop this part of their Also, many consumers are no longer business, gyms need to create a richer prepared to pay for facilities they don’t experience for their riders through the use; if they mainly go to a gym for use of emerging technology, by bringing cycling, they’re increasingly willing to go in staff who understand the needs of somewhere where high quality cycling cyclists, and by designing an outstanding will be the only thing they’re paying for. indoor cycling environment.
For more information contact 01782 644900 www.matrixfitness.co.uk
Boutique cycling studios are big in the US, and are set to grow in the UK
46 August 2013 © Cybertrek 2013 H2 Bike Run: Promoting the benefi ts of indoor cycling to outdoor cyclists
H2 BIKE RUN WEBRACING Piers Slater, co-founder Duncan Lawson, MD The key to capitalising on the Indoor cycling will always be renewed interest in cycling, popular, but gyms can invest getting more people through in audiovisual technology to the doors, is to promote the benefits of push classes into the 21st century, indoor cycling to outdoor cyclists. At keep members motivated and get our clubs, we often attract outdoor riders coming back for more. cyclists into the gym with the promise Webracing Peloton, for example, gives that they can keep their fitness up in each rider their own on-screen avatar Anatomy of Greatness. poor weather and enhance their to follow during the class. The system outdoor performance. can be used with any brand of bike, with We tap into the commuter market, all bikes in the studio linked wirelessly. offering them a safe storage space for Riders then race each other, or in teams, LIFECYCLE GX their bikes and somewhere for them to on the same virtual track – be that a change and store their clothes, while velodrome or on the moon. The end of Life Fitness, the company also giving them the option of a great session data then allows everyone to see that brought you the original Lifecycle® indoor cycling workout. People often their individual results. exercise bike, introduces Lifecycle GX. ride a bike every day just to get from The software will soon allow riders A to B; at H2 Bike Run, we give them in different clubs to race live on-screen, Our dedicated, in-house biomechanics team has studied human movement the best of both worlds. use power pedals to measure the rider’s and machine interaction to develop We use MYZONE heart rate power, and include resistance that links a bike that stands at the head of any monitoring to demonstrate that classes with the visuals – for example, when class. Engineered for low maintenance aren’t just about maxing out heart rate riders see a hill, they will feel a hill. even with high volume use, this is in a class but about building endurance, Investing in this sort of technology one bike built to last. which will translate to road cycling. It’s will increase motivation and maintain also important to offer a variety of indoor cycling’s popularity. Allowing READY FOR LIFECYCLE GX? classes, so you appeal to total beginners members to use the equipment outside as well as seasoned triathletes who want of timetabled hours will also maximise a workout that’s as challenging as the use of the studio and feed newcomers TO FIND OUT MORE ride they do outside. into classes in a non-pressurised way. VISIT WWW.LIFEFITNESS.CO.UK/ LIFECYCLEGX
01353 666017 life@lifefitness.com
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Software will soon allow riders in different clubs to race live on-screen
©2013 Life Fitness, a division of Brunswick August 2013 © Cybertrek 2013 Corporation. All rights reserved. Life Fitness 47 is a trademark of Brunswick Corporation. INDOOR CYCLING
LES MILLS Glen Ostergaard, programme director The way to maintain indoor cycling’s relevance and popularity with gym members is to develop programmes that follow trends in the fitness industry. For example, the latest research shows that for fat loss, sprints or intervals are the best option, helping to lose body fat and increase performance. This ties in well with the current interest in HIT (high-intensity interval training), with people gravitating towards shorter, sharper workouts that get quick results. Our RPM™ programme has been using this method for years, but now that more people are aware of the benefits of HIT, the class is booming. It’s also about great music, simple choreography, coaching techniques that emphasise ‘pack mentality’ and riding imagery to immerse riders in Indoor cycling needs to follow the experience. current fitness trends, like HIT
STAR TRAC investment. It has gone from strength Sarah Morelli, to strength, organically building a robust European education & client base in just 12 months. development manager For gyms, now is the time to invest Spinning® will always be a in new technology and training to keep popular class for gym members, but it classes fresh. For example, our new isn’t only gyms that can benefit from the SPINPOWER™ programme – launched growing popularity of cycling, as the rise alongside the new Spinner Blade ION, in standalone cycling studios proves. which includes mechanical strain gauge Standalone studios don’t need to technology – offers a comprehensive be large, or even a permanent fixture. guide into the benefits of power-based Beatbike – a pop-up Spinning studio that training. Understanding what power launched in St Albans, UK, last year – is is, and how it’s measured, will help a great example. The founders rented instructors deliver effective, science- space from their local cricket club, so based classes. Knowledge is power, and buying the bikes was the only major power is the science of performance.
“It’s all about great music, simple choreography, coaching techniques that emphasise ‘pack mentality’ and riding imagery”
KEISER effect on the participant’s exercise Tim Colston, UK MD experience, and some microgyms Group cycling has always have used a stadium-style layout and been popular because it immense sound systems to offer an appeals to all ages and experience that’s hard to beat. abilities. Versatility is vital in ensuring But whatever the type or size of this broad appeal going forward. facility, instructor education is key to Microgyms are the new kids on providing effective and exciting classes the block, harnessing the popularity for all levels of ability. This, combined For more information contact of group cycling and enhancing their with technological innovation and quality 01782 644900 classes by using the latest technology. engineered equipment, ensures that The ambience of a class has a huge group cycling will continue to inspire. O www.matrixfitness.co.uk August 2013 © Cybertrek 2013 THE ALL-NEW ™
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©2013 Core Fitness, LLC, dba StairMaster. All rights reserved. TreadClimber is a registered trademark of Nautilus Inc. www.stairmaster.com Edited by Katie Barnes. Email: [email protected] RESEARCH ROUND-UP Estrogen booster
A new study has highlighted one of the reasons why exercise is effective in preventing breast cancer
he effect exercise has on how women produce T estrogen could be a reason why physical activity helps to reduce the risk of breast cancer, scientists have found. We know from a range of existing research that keeping fi t can help prevent
breast cancer, but just how it does so ©SHUTTERSTOCK.COM/GRECOV’S has remained a mystery until now. “Ours is the first study to show that aerobic exercise influences the way our bodies break down estrogens to produce more of the ‘good’ metabolites that lower breast cancer risk,” says lead researcher Mindy Kurzer, a professor in the Department of Food Science and Nutrition at the University of Minnesota, US. Exercise seems to boost benign metabolites, which may help ward off cancer
Exercise intervention by-products when estrogen is broken “There are so many more questions The Women in Steady Exercise Research down by the body. Women in the we could look at,” says Kurzer. “Could clinical trial was based on just under 400 exercise group had higher levels of some women benefi t more than others healthy but sedentary females aged hydroxyestrone (2-OHE1) – a relatively with exercise? Or could you see a between 18 and 30 years. All were benign metabolite – and lower levels of greater effect with additional activity?” premenopausal, meaning their bodies still 16 alpha-hydroxyestrone (16-alpha- Certainly research by the University of produced estrogen – a large contributing OHE1), a mutagenic metabolite that’s North Carolina† suggests more exercise factor in developing breast cancer. capable of damaging the DNA and that’s does make a difference. The study was The women were randomly split into considered potentially carcinogenic. based on more than 3,000 women aged two groups. Those in the first group Having more of the benign metabolite 28–90 who were taking part in the Long remained inactive for the 16-week trial for and less of the damaging one is, says Island Breast Cancer Study – half had control purposes. Meanwhile, the women Kurzer, linked to warding off breast cancer. breast cancer. Those who did very little in the second group performed 30 Women in the exercise group also had exercise but were still physically active minutes of moderate to vigorous aerobic signifi cant increases in aerobic fi tness decreased their risk of breast cancer by 6 activity five times a week. Exercises and lean body mass, and signifi cant per cent compared to sedentary women. included walking on a treadmill, or using a decreases in body fat percentage. Yet the risk of developing the disease stepper or elliptical cross-trainer. Of the effects exercise has on altering decreased to 30 per cent among women The exercise intensity was initially set estrogen, Kurzer says: “Exercise, known who exercised 10–19 hours a week. at 65–70 per cent of the women’s to favour fi tness and improve heart age-predicted maximal heart rate, and health, is also likely to help prevent More women, more active was increased by 5 per cent every four breast cancer by altering estrogen While there’s room for further research, weeks until 85 per cent was reached. metabolism. It is important, however, Kurzer is hopeful that her study, and to decipher the biological mechanisms others, will at least give people a good Estrogen effect behind this phenomenon.” She is reason to start working out regularly. Published in Cancer Epidemiology, therefore conducting a similar study on “I think a lot of people are afraid Biomarkers & Prevention*, the results women with a high risk of breast cancer, of cancer and feel helpless,” she says. showed that exercise had a significant in collaboration with researchers at the “Perhaps this is one thing they can do to impact on two estrogen metabolites – University of Pennsylvania. lower the possibility of getting cancer.” O
*Kurzer, Mindy S et al. The Effects of Aerobic Exercise on Estrogen Metabolism in Healthy Premenopausal Women. Cancer Epidemiology, Biomarkers & Prevention. May 2013 †McCullough, L et at. Fit or Fat: The Joint Effects of PA, Weight Gain and Body Size on Breast Cancer. Cancer. June 2012
50 Read Health Club Management online at healthclubmanagement.co.uk/digital August 2013 © Cybertrek 2013 ADVERTISEMENT PROMOTION LES MILLS RPM™ THE RIDE OF YOUR LIFE!
RPM™ is the indoor cycling workout where participants ride to the rhythm of powerful music as they take on the terrain and discover their inner athlete
ar from your typical indoor cycling class, RPM™ is the F innovative indoor cycling solution from global fitness brand LES MILLS™ that will boost membership and retention levels in your fitness club or personal training studios. LES MILLS RPM™ has been designed to help fi tness clubs not only increase the attendance levels of their existing members, but also attract new members who really want results fast. Scientifi cally backed and proven all around the world to ensure world class instruction, RPM™ is a fast-paced results-based workout that promises to get your customers’ hearts racing and is one of the most fun and quick ways to burn fat, tone the body and boost fi tness levels. RPM™ classes are available in 60, 45 and 30-minute formats, allowing you to easily timetable classes in peak and Make your cycle studio the life and soul off-peak times. Furthermore, from a of your club with Les Mills RPM™ club management perspective, it also gives you the option of timetabling two different RPM classes at the same time, the current trend towards High Intensity giving you greater value from the LES Interval Training (HIIT). Latest research MILLS™ indoor cycling solution. shows that for fat loss, sprints or Like all LES MILLS™ programmes, intervals are the best way to lose body a new RPM™ class is released every fat and increase performance.” three months with new music and Furthermore, by signing up with LES choreography to keep the programme MILLS™, you will also have the added fresh for customers. Furthermore, all benefi t of receiving regular LES MILLS™ LES MILLS™ classes are delivered safely marketing materials and strategies. From by highly qualifi ed fi tness practitioners, retail point of sale that drives member ABOUT LES MILLS who receive high quality ongoing attendance and creates acquisition training. The RPM™ choreography is opportunities, to social strategies Les Mills International is the created with cycling principles in mind that drive retention and make your creator of 13 global group fi tness and LES MILLS™ continually develops RPM™ studio a club within your club, and team training programmes, and extends its cycling product range to LES MILLS™ brings you expertise that including BODYPUMP™ (weights), move with current market trends. has been developed over 20 years of BODYCOMBAT™ (martial arts) Recent statistics showed the LES implementing Group X and RPM classes RPM™ (indoor cycling) and its recent MILLS™ fl agship club in Auckland in clubs around the world. LES MILLS GRIT™ Series (30-minute putting on 2,000 rides per week, All LES MILLS™ classes are high intensity interval training). demonstrating RPM’s increase in scientifi cally backed and proven all Millions of participants every week popularity as people gravitate towards around the world. build their fi tness in a LES MILLS™ those shorter, sharper workouts. Every RPM™ class is packed full class, held across 80 countries in Glen Ostergaard, programme director of chart-topping music and the latest more than 15,000 licensed clubs for LES MILLS RPM™ said: “The interval cutting-edge choreography, delivering a around the world. training format of RPM™ fi ts well within total live group effect experience.
FOR MORE INFORMATION PLEASE CONTACT LES MILLS ON +44 (0)20 7264 0202 OR EMAIL 51 [email protected] ALTERNATIVELY, PLEASE VISIT WWW.LESMILLS.COM BEHAVIOUR CHANGE IT’S A GOAL! Setting goals with your members, based on an understanding of their underlying motivations, is a vital step in ensuring exercise adherence. Dr Paul Bedford reports
e all talk about setting goals however, I realised that many of those with our members, but how who started so enthusiastically just W many health club operators weeks before were unable to maintain sit down with each and every individual this new behaviour. They eventually to ensure they have clear targets? disappeared from the club. This article will focus on Having studied exercise psychology, understanding the role that goals play I was aware that many of the new in infl uencing day-to-day behaviour, members I spoke to had goals they motivation, values and beliefs – and how wished to achieve – but these were health clubs can use this information rarely the long-term motivators of when it comes to coaching, supporting behaviour. Many of their stated goals members and programme design. I now describe as general aims or outcome goals: things like lose weight, Changing behaviours tone up, get fi t. These are very general Sustaining exercise as a regular and often require little consideration, behaviour is not easy. Numerous because all of the rationalisation as to theories and models of behaviour why they want to exercise has been change exist, but the challenge I’ve done before the question is even asked. always focused on is how to get You could think of it like preparing an General goals like ‘tone up’ individuals to maintain new lifestyle answer to a standard question – what’s are rarely the long-term behaviours once started. your favourite colour, your favourite motivators of behaviour
As a gym instructor, I was always food, your favourite fi lm? – whereby © SHUTTERSTOCK.COM encouraged by the numbers of new the answer is stored and ready to be people starting to exercise in the club rolled out on request. select for exercising are infl uenced and where I worked. Each day I would Although being physically active on a then endorsed by cultural values and conduct inductions for those starting regular basis has obvious health benefi ts, social pressures, such as ‘lose weight’ out on their new exercise behaviour, it’s important to remember that not and ‘tone up’ for women, and ‘build as well as spending time chatting to everyone who joins a gym is actually muscle’ for men – a stereotypical view I those who were my regulars – people seeking health as an outcome for their know, but this is his research, not mine. who had already added going to the efforts. Indeed, Eccles et al (2002) But whatever the external or internal gym as an activity choice. Over time, suggested that the goals individuals infl uences, people coming to the gym know they will be asked questions about their reasons for wanting to THE HIERARCHY OF GOAL-SETTING exercise, and so prepare an answer they feel is ‘correct’. Yes, they do want the SUPERORDINATE outcome, but little thought goes into GOAL what needs to be done on a daily and DESIRED STATE weekly basis in order to get it, or what PRESENT STATE FOCAL/OUTCOME the underlying motivator or driver for GOAL that outcome might be.
SUBORDINATE/ Setting goals PROCESS GOALS If we look at goal-setting theory, we DAY TO DAY WORKOUT discover that individuals are motivated Rebranding exercise: closing the gap between values and behaviour. M, Segar, J Eccles and C Richardson. to change because they want to reduce International Journal of Behavioural Nutrition and Physical Activity 2011, 8:94 the perceived gap between their
52 Read Health Club Management online at healthclubmanagement.co.uk/digital August 2013 © Cybertrek 2013 desired state and their actual state – in Carver and Scheier (1990) have weight loss or muscle growth – and is their own minds, people conduct some identified that goals have multiple the type of goal we’re most familiar with. form of basic gap analysis between hierarchical levels – levels they have The subordinate goal is a lower order current and desired states. Goal-setting named the focal goal, superordinate goal goal – one we would usually describe then creates a framework through and subordinate goal. The focal goal as a process goal. Process goals are the which an appropriate behaviour can be is commonly referred to in the fitness day-to-day activities required to reach identified and attached to the goal in industry as the outcome goal – the the outcome goal. For someone looking order for it to be achieved. result the individual is striving for, such to lose weight, a subordinate goal
THE ROLE OF THE SUPERORDINATE GOAL
any people receiving cent of women over 45 commonly cited value, a of women over a 12-week M a gym induction have exercise solely to improve growing body of research period. It was found those been drawn into focusing on body shape and appearance. is suggesting that outcome who did not adhere were a limited number of health- As social pressures have goals focusing on health motivated solely to lose and weight-related benefits: led individuals to have these and weight are not in fact weight, whereas those research has shown that 75 sorts of health/weight goals, the optimal goals to drive who adhered did so for per cent of outcome goals it’s logical that health is exercise adherence. superordinate reasons – not relate to weight loss and frequently cited as a reason A study by Huberty et al wanting to be judged badly health benefits. Further for exercising. Yet despite (2008) investigated exercise by people at a big upcoming studies suggest that 40 per health and shape being a adherence in two groups event, for example.
August 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 53 BEHAVIOUR CHANGE © SHUTTERSTOCK.COM
Clubs must help members verbalise why they exercise
might be to get their training kit ready will not be expecting this level of clubs must help their members to to go the night before, learning how questioning, and if you’ve failed to identify and verbalise. to programme the treadmill without establish and maintain rapport, you If we want to increase exercise supervision, or identifying a workout will often be given an answer they have adherence and goal achievement, we goal like adding two minutes of CV time. already given, but this time repeated may need to revise the approach we Subordinate goals are often overlooked with a questioning tone or the blank use during the goal-setting process. in the fi tness industry, but are a vital part stare. If you’ve asked the questions We need to stop using the restaurant of goal achievement. Setting process goals with the correct tone of voice, you will process of order-taking and replace it provides an opportunity for celebrating get a pause, a glance up and to the left, with an exploration of motivators and successes well in advance of achieving the followed by a glance down to the left, drivers of behaviour. outcome goal. These processes goals can before you get a verbal response. Give We also need to reconsider where also serve to build confi dence and self- the person time and don’t rush to speak and how these conversations take effi cacy, both strongly associated with if they are obviously thinking about the place. Current research on consumer exercise adherence. question you asked. behaviour is leaning towards asking the The superordinate goal is more questions while individuals are actually abstract than the previous two, which What does this mean for us? consuming or buying the goods and may be why fi tness professionals have In the time-limited environment of many services in question, rather than asking avoided making use of it. A variety health club inductions, it can be tricky them to predict their behaviour using of names could be attached to the to complete all of the tasks required and focus groups or recalling their motives superordinate goal, including ‘motivator’ deliver something meaningful to in questionnaires. Given the relatively or ‘driver’, but for the purposes of this members. However, understanding what brief, conversational nature of the article it’s the why. These ‘why’ goals motivates them is critical to success and questions outlined above, gym-based are linked to an individual’s values, failure – both theirs and ours. goal-setting discussions could actually be beliefs and behaviours. By understanding Ask them: What do you want to get made much less intrusive, conducted by and delivering on the why – the from your exercise programme? What any member of staff at any point during superordinate goals – we can better will that do for you? What else will it do the club visit. Asking about a behaviour help people achieve their outcomes. for you? Why is that important? Why is once, in an environment other than Do not confuse asking “why do you that of value? Thinking about the future the gym fl oor where the behaviour want to exercise?” – which so often for a minute, when you have reached takes place, will not provide the insight gives us the bland answers of “to lose your goal of [whatever their goal might required to support a lasting change. O weight, tone up, get fi t” – with asking be], what will life be like? “why is that important to you?” or “why People exercise on different days is that of value to you?” Both of these for different reasons: on Monday Paul Bedford PhD has worked in ‘why’ questions require a consideration their workout might be motivated the fi tness industry for more than of the superordinate goal, and then a by guilt from eating too much at the 20 years. His business, Retention justifi cation of the behaviour, and can be weekend, or mid-week it might be to Guru, helps health club operators followed by more probing questions like create some ‘me time’ away from the increase retention, reduce attrition and “what will that do for you?”, and then offi ce. However, all of the reasons are improve member loyalty. “and what else will that do for you?” ultimately driven by a desire to achieve Email paul-retentionguru.co.uk It’s not uncommon at this stage to the abstract superordinate goal – the Twitter @guru_paul get a blank stare in response. People why – and this is what health and fi tness Linkedin Paul Bedford
54 Read Health Club Management online at healthclubmanagement.co.uk/digital August 2013 © Cybertrek 2013 STUDIO QUALITY AFFORDABLE
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THE UK’S ONLY PILATES APPARATUS BRAND
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The-Mad-Group, 430 Enterprise Way, Vale Park, Evesham, Worcs, WR11 1AD Tel: 01386 425923 [email protected] PILATES Pilates Predictions What’s the most exciting innovation in the world of pilates at the moment? Kath Hudson asks the experts for their thoughts
n recent years, pilates has had something of a soft image: an activity for yummy mummies or ladies who lunch. But this is changing. Many operators are making classes more challenging, with the addition of cardio and functional elements for example, which is capturing the attention of Inew audiences such as men and elite sports people. Pilates is also a great prehab and rehab tool, and a perfect antidote to lifestyles that involve far too many hours of sitting around plugged into technology. Little surprise, then, that the number of gyms offering pilates classes, as well as the number of dedicated studios, is growing – this according to James McCoy, research director at YouGov. So where is pilates headed next? Will we see new interpretations of the activity? Will clubs start hiring more male instructors? How will new equipment shape programmes? We ask the experts for their thoughts on the most exciting innovation in pilates at the moment…
Functional training is fusing with pilates
56 Read Health Club Management online at healthclubmanagement.co.uk/digital August 2013 © Cybertrek 2013 LYNNE ROBINSON
BODY CONTROL PILATES: FOUNDER AND DIRECTOR
Pilates is losing its girly image. Ten years ago, the normal class ratio was 10 women to one man but, as more men appreciate the benefits of the discipline, it’s now a 50:50 split in many of our matwork and reformer classes. A growing number of men are also going
Many mat and reformer classes now see a 50:50 split between men and women PHOTO LEFT HAND PAGE: © MERRITHEW CORPORATION. PHOTOS THIS PAGE: BODY CONTROL PILATES on to teach pilates. The fact that most Premier League football clubs now use pilates as part of their training helps create demand, as does the fact that our national cricket, rugby and rowing teams, top athletes including Mo Farah, and top tennis players including Novak Djokovic and Andy Murray all practise a version of pilates to help with performance enhancement and injury prevention. Reformer classes give much more of a physical challenge. Exercises still focus on alignment, breathing and centering (core stability), but the pace is generally more dynamic and the challenges just that bit tougher. There’s less TLC, more vigorous encouragement and more use of props, such as foam rollers and toning circles, which add variety and challenge. Most of Joseph Pilates’ earliest clients were army cadets and policemen in Germany and the UK. I wonder how long it will be before we come full circle Pilates teachers are upgrading their qualifications to teach special populations and it’s the girls who are outnumbered?
such as special populations. Pilates has disease and Multiple Sclerosis patients, CHRIS ONSLOW been a part of mainstream fi tness in the and for breast cancer rehabilitation. This MBODIES TRAINING UK for approximately 10 years now, and is allowing pilates to move beyond being ACADEMY: around 25 per cent of qualifi ed pilates seen as purely a core strengthening, MANAGING DIRECTOR instructors have advanced their training body-shaping fi tness method. It’s now to allow them to work effectively with attracting a more long-term, wellness- niche segments of the market. orientated customer base that’s We’re now seeing the professionalisation There’s both anecdotal and research- constantly being refreshed, allowing of pilates as it moves beyond the based evidence that pilates is benefi cial pilates instructors to specialise and mainstream and into niche segments, to populations including Parkinson’s differentiate themselves.
cardiovascular and more functional. workout that enables people to see JUSTIN ROGERS Adding elements from other disciplines and feel the difference, fast. in this way is making pilates more Our in-house academy is also TEN PILATES: appealing and more relevant to more constantly looking to refresh our CREATIVE DIRECTOR people. Males and professional sports programming with new iterations of people are now increasingly starting to classic, proven exercises. For instance, see the benefi ts, for example – we’re we’re currently looking at what we can Transforming pilates into an all- working with a number of sports people, add by introducing jumpboards. But encompassing workout is one of the including the London Irish rugby squad. although we’re always looking at how current exciting trends, introducing Our programme still has the teachings we can refi ne our offering to meet client elements from circuit and weight of Joseph Pilates at its heart, but our needs, we won’t introduce things just for training, and even group cycling, to make brand of dynamic pilates focuses on the sake of bringing in something new – the workout more intense, more results and time-effi ciency – a full-body only if it is valid and benefi cial.
August 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 57 PILATES PHOTO: BODY CONTROL PILATES CONTROL BODY PHOTO:
Alongside reformer classes, there needs to be a standing element for bone health
We need a standing element to GLENN WITHERS generate the bone-loading required to increase bone strength. With APPI HEALTH GROUP: osteoporosis predicted to affect one in FOUNDING DIRECTOR two women in the UK, and one in fi ve men, this is very important – we must The future of pilates is getting off the focus exercise on addressing bone health. mat, and we’re seeing a move towards APPI has therefore developed more functional upright positions. In a standing concept that includes a order for pilates to really make a combination of pilates, gyrokinesis significant difference in the rehabilitation (rotational movements) and the world, we must demonstrate that the Anatomy Trains concepts of functional exercises can make people’s daily fascial movements. In our body, we activities a lot better. have a fascinating link of anatomical Just exercising on the mat, or structures that all work in unison to reformer, will not have a direct create effective movement. When correlation to upright functional one understands these patterns, or movement patterns that cause most of connections, we can exercise in these our daily discomforts. When exercising directions to achieve a better outcome. in these positions, you’re working By moving into this functional, upright across gravity, not against gravity as response, we’ve seen a drastic growth we do when we’re standing upright. So in the number of older people gaining although lying down is good for initial benefi ts from pilates, including reduced rehabilitation, it’s not enough for a full falls – and with that, avoiding potentially functional recovery. life-changing hip and spinal fractures.
reasonable price and can accommodate KEN ENDELMAN six to eight participants. Classes are organised in a way that imitates interval BALANCED BODY: training, so students have bursts of CEO physical activity interspersed with deep stretching. Participants are encouraged I think one of the most exciting things to to hold positions for longer than is usual happen in the pilates world is the advent in pilates classes, in order to create of barre programmes. A barre is a more muscle density and strength. stationary handrail, originally used Now many pilates companies are during ballet warm-up exercises. creating high-energy barre programmes While pilates classes generally rely on that include both a mind-body element a lot of equipment, barre classes only and dynamic functional movement, need a sturdy chair for each participant making it a great marketing tool to and the barre, which can be bought at a attract and retain members. O
August 2013 © Cybertrek 2013 Balanced Body® and Pilates will change your members and your Stocked in the UK for fast, business. Find out more at pilates.com/hcm. cost-effective delivery.
pilates.com | [email protected] | 00 800 7220 0008 | +1-916-388-2838
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August 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 59 EXERCISE MANAGEMENT
TAPPING INTO APPS
KATH HUDSON TAKES A LOOK AT THE GROWING TECHNOLOGICAL OPTIONS FOR TRACKING ACTIVITY BOTH IN AND OUTSIDE OF THE GYM
sing apps and other new provided prices and location were The two apps were chosen due to technology to track fitness similar, they would be willing to switch their popularity: Runkeeper has more progress is increasingly gyms in favour of one that offered them than 19 million users worldwide, while U becoming the norm among access to the technology they wanted MapMyFitness has over 10 million. exercisers, whether working out on in the gym. And 75 per cent per cent of “Partnering with them was the ideal their own or at the gym. those aged 30 or under said access to solution to help end-users record Last year, Life Fitness conducted an personal content would encourage them everything in one place without changing independent fitness and technology to work out more. their exercising tracking habits,” says study that evaluated the habits of Equipment manufacturers have taken Andrea Bianchi, Technogym MD. exercisers from seven countries, all of this on board, with most of the major “Since all user data is merged into whom owned smartphones or tablets players now offering advanced consoles one Technogym mywellness account, and exercised at least twice a week. that include inbuilt exercise tracking and constantly available in the cloud, It found that: nearly three-quarters facilities, as well as access to media and it’s quick and easy to add and integrate of regular exercisers used some form other forms of entertainment. Many external applications to provide users of technological device during their have also developed their own apps to with comprehensive feedback about workouts; 62 per cent used some form support these on-kit consoles, allowing their lifestyle. of digital content outside of the gym out-of-club activity to be tracked too. “As well as being convenient for users, to support their workout programme; But things don’t end there: equipment this offers a great opportunity for and more than half of respondents manufacturers are increasingly linking operators to engage with customers considered themselves more successful their systems with established third who already exercise outdoors: even at achieving their weight and fitness party apps, so exercisers don’t need to when people can’t get to the gym, goals thanks to technology. Meanwhile change their habits or use multiple apps they can still measure their outdoor 33 per cent of respondents said that, to track their activity. We take a look at activities. This helps end-users maintain some of these partnerships. motivation and stay engaged with their gym, and contributes to greater overall TECHNOGYM momentum in staying fit.” Technogym’s mywellness cloud is now able to synchronise with Runkeeper and PRECOR MapMyFitness, with all its subsidiary Precor completed its first integration applications such as MapMyRun, with a third party app, EveryMove, in MapMyRide and MapMyDogWalk. February of this year. This partnership Both Runkeeper and MapMyFitness provides Precor with an instant link to use GPS on smartphones to track many of the top fitness tracking devices outdoor activities according to distance via one portal: EveryMove integrates travelled, meaning that activities such data from Precor’s own Preva app, but as cycling, running, skiing and walking also with more than 20 other well- can be measured. Data such as a route known apps and devices such as FitBit, map, altitude changes during the activity, Nike Fuel/Nike+, MyFitnessPal and split times per kilometre covered and Runkeeper. This enables exercisers to average pace are also tracked. aggregate their data from a variety of Once connected with the Technogym sources rather than limiting them to system, data from Runkeeper and only one or two options. MapMyFitness automatically transfers to EveryMove is a free app that enables Technogym’s mywellness cloud the mywellness cloud on completion of consumers to track and capture stores all forms of activity data the workout. All activity data, from in their healthy activities and convert in one single location and outside of the gym, can therefore be that information into reward points. stored and tracked in one single location. Workout information can be entered
60 Read Health Club Management online at healthclubmanagement.co.uk/digital August 2013 © Cybertrek 2013 62 per cent of regular exercisers use digital content
PHOTO: SHUTTERSTOCK.COM/MY GOOD IMAGES to support their workouts outside the gym
manually through the website, as well as LIFE FITNESS automatically through the app. Life Fitness works with its own app, Reward points earned can be LFconnect, as well as Runtastic, Lose It!, exchanged for merchandise and gift Wahoo Fitness and SoFit. Third party cards from well-known brands or apps that provide exercisers with a wide donated to charity. Most of EveryMove’s range of workout options have been reward partners are currently in the US, selected, ensuring there’s something for but that network is already expanding everyone, whatever their personal goals into EMEA. Alternatively, operators can and preferred tracking methods. sign up as an EveryMove reward partner Runtastic provides a total mobile and create their own rewards for fitness package to more than 15 million members, such as free personal training users worldwide. It’s been designed sessions. Users can pick a reward to to help exercisers track their sports work towards and share their activities activities and connect with friends who via social media. are also using the app – users can create Preva – Precor’s networked solution profiles on www.runtastic.com to cheer – allows users to track out-of-club friends on, share photos, keep track of activities, as well as workouts on Precor exercise stats, log runs and biking routes equipment, using the Preva app. Anyone and more. Linked up with the Life with a Preva account can link this to Fitness Open Platform, it automatically Life Fitness has its own app called EveryMove; once this bridge is created, synchs distance, calories burned and LFconnect, but has also teamed all Preva activity data is automatically speed during workouts carried out on up with third party apps synced with EveryMove. Life Fitness equipment.
August 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 61 EXERCISE MANAGEMENT
FOR MANY GYMS THIS COULD BE THE MISSING LINK IN SUPPORTING A CUSTOMER, ESPECIALLY THOSE WHO WANT TO LOSE WEIGHT BUT DON’T KNOW HOW
Users of Matrix fitness equipment can access the MyFitnessPal app through the 7xi consoles
Meanwhile Lose It!, Wahoo Fitness and SoFit also work seamlessly with Life Fitness equipment, allowing health club members to use their smartphones or tablets to customise their workouts and create experiences that engage and motivate them. Lose It! is a personal weight-loss programme that tracks calories and workouts. It helps exercisers set a daily calorie budget, track their food and exercise, and stay motivated to make smarter choices and achieve their goals, connecting users to the people, devices and food information they need to achieve their weight-loss goals. SoFit is a social gaming application using social networks, real-world rewards, fi tness and charity partners to motivate users to stay active year-round. Users can compete against others to win virtual medals, and redeem points for offers and charitable donations. – users can review the exact mileage, Matrix chose to work with The Wahoo Fitness app is a running time, calories burned and elevation MyFitnessPal as it has over 30 million and cycling app that connects to heart gained for individual workouts, as well users and an extensive database of rate monitors, cycling speed/cadence as downloading training programmes, foods from restaurant chains, as well as sensors and Life Fitness equipment. setting goals, following friends and packaged and fresh food items, to help With the Life Fitness integration, creating personalised workouts. users keep track of what they eat. Wahoo Fitness users can also track Meanwhile the iFit Club portal offers Users can access the app on the data from their indoor workouts. club management tools to interact with Matrix 7xi consoles: this integration members while tracking equipment means the process is seamless, so the FREEMOTION usage and diagnostics. Trainers can use user doesn’t have to input information FreeMotion has teamed up with iFit to iFit to prescribe workout programmes manually. Users can view their total provide interactive technology to and keep track of progress. calorie intake – as well as their calorie connect and track all fitness activities. “Freemotion chose to work with iFit goal, net calorie data and their exercise iFit mobile apps track all outdoor because, with over 10 million miles data for that day – via the Matrix workouts, with the iFit Running and logged in 2012, it’s growing and evolving console. Their activity accumulates on iFit Cycling mobile apps using advanced to create the most interactive workout the 7xi console and, when the workout GPS to track the exact route travelled, experience possible,” says Ian Thorpe, is completed, automatically updates into even when there is little or no signal. MD of Freemotion’s UK distributor their MyFitnessPal account, which will Every workout is then automatically Fitness Systems. immediately register their credits for uploaded and available to repeat indoors the calories burned. on FreeMotion CV equipment. The MATRIX “For many gyms this could be the iFit app for iPad can be used to control Matrix has teamed up with MyFitnessPal, missing link in supporting a customer, FreeMotion cardio equipment to a website and app that can be used to especially those who want to lose simulate the outdoor activity: equipment log meals and workouts quickly and weight but don't know how. For gyms belt speeds can be adjusted and inclines easily. This enables users to track their nervous about imparting nutritional and declines regulated, while viewing activity and weight loss, helping them to advice, this app helps guide a user and Google Maps Street View on an iPad. stay on track and achieve their goals; the uses evidence-based methodology to Every completed workout is recorded app claims to have proven benefits for promote safe and sustainable weight and available to analyse on iFit.com weight management. loss,” says Matrix MD Jon Johnston. O
62 Read Health Club Management online at healthclubmanagement.co.uk/digital August 2013 © Cybertrek 2013 AUGUST SPECIAL
August 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 63 SUNBEDS THE SUNSHINE VITAMIN
Sunbeds: friend or foe? Our panel of experts outline the health arguments for and against sunbed use
ith the high levels of vitamin D deficiency among warnings from the likes of cancer charities? If used properly, the UK population highlighted in numerous media can sunbeds be used for positive health reasons, giving people W channels over recent months, is it time for health a little dose of the otherwise scarce ‘sunshine vitamin’ (see also clubs and leisure centres to put their focus back HCM Jan 13, p60)? Or should they still be avoided in favour of a on sunbeds – for so many years handled with caution following spray tan and a daily vitamin D tablet? We ask the experts.
AGAINST tan quickly. It’s also worth noting that works. The most widely quoted paper DEBORAH MASON a recent study by CRUK (published (by Mathieu Boniol et al) is a meta- Communications manager, in the British Journal of Dermatology analysis, which means it has looked at British Association of earlier this year) found that nearly 90 many different pieces of research to Dermatologists per cent of sunbeds in the UK did not see if there are common fi ndings. They comply with EU regulations, and that found 13 different studies that all came ost people are now aware that the cancer risk for comparable time of to the same conclusion: using sunbeds M exposure to sunlight helps to exposure on these sunbeds was up to before the age of 35 increases your risk create vitamin D in their bodies – but six times higher than Mediterranean of skin cancer by 75 per cent. It’s also this vitamin is also available through sunlight; while it might be safe enough important to look at non-melanoma diet and supplementation. for many people to sit in the midday skin cancer; the sunbed industry tends Perhaps what people are less sun for eight to 10 minutes, the to focus on melanoma only. aware of is that a sunbed does not equivalent on a sunbed is not the same. Also, recent Advertising Standards emit ‘sunlight’: it puts out a mixture Research linking sunbeds to skin Authority rulings say that a sunbed is of UVA and UVB rays (which are cancer is often dismissed by the sunbed not a medical device, and that under constituents of sunlight) that have been industry, perhaps because they don’t advertising laws no health benefi ts can specifi cally calibrated to make the skin really understand how the research be advertised as arising from its use.
64 Read Health Club Management online at healthclubmanagement.co.uk/digital August 2013 © Cybertrek 2013 HEALTH CLUB SPA
Sunbeds have been linked with melanoma risks in the past, but new research suggests they may offer health benefits MAIN PHOTO: SHUTTERSTOCK.COM/DOTSHOCK
FOR skin during a sunbed session probably found by the International Agency OLIVER GILLIE protects us from a variety of cancers. for Research on Cancer, a prestigious BSc PhD FRSA Scientists at Leeds University have body. IARC calculated that exposure Health Research Forum shown that regular exposure to the to sunbeds would increase risk of sun, and use of sunbeds, doesn’t melanoma by 15 per cent. However, generally cause melanoma in the UK. this fi gure probably does not refl ect or many years, sunbeds have In fact, people who work outdoors and modern sunbeds and modern usage in F been condemned on the grounds get lots of sunshine, and those who the UK. A favoured explanation is that that their use can cause melanoma, spend weekends outdoors, get less risk of melanoma comes primarily from the serious form of skin cancer melanoma. Greater exposure to UV burning, or excessive exposure to UV that costs lives. Now we have new light means they make more vitamin D, light, when the skin has had little or no scientific evidence from the UK that which almost certainly protects against previous exposure. suggests this view is not necessarily several cancers, including melanoma, Care always needs to be taken to correct and that sunbeds, when used and protects against common infections begin any sun exposure with small carefully, are generally safe. such as ‘fl u and many other diseases. doses: then the benefi ts in terms of Even more surprising, we now However, a link between use of the prevention of cancer greatly know that the vitamin D produced in sunbeds and melanoma has been exceed the risks.
NOW WE HAVE NEW SCIENTIFIC EVIDENCE FROM THE UK WHICH SUGGESTS THAT SUNBEDS, WHEN USED CAREFULLY, ARE GENERALLY SAFE
August 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 65 Available in print SUNBEDS & online PHOTO: SHUTTERSTOCK.COM/ALLIANCE PHOTO: Exposure to sunlight produces vitamin D, which helps protect against disease HEALTH CLUB MANAGEMENT HANDBOOK 2O13 FOR with latitudes such as the UK, where The 9th edition of the Health Club GARY LIPMAN regular exposure to the correct Management Handbook is being distributed Chair, intensity of UV just isn’t possible for more than six months of the year. in January 2013. The handbook is a The Sunbed Association Vitamin D defi ciency is linked to many comprehensive guide and reference tool health issues and diseases – as well as, distributed to industry operators, buyers and or many years, sunbeds were a interestingly, athletic performance. suppliers and available at leading industry F significant secondary revenue As in any successful gym events, LIW, IHRSA, FIBO & SIBEC. generator in the vast majority of health environment, properly trained staff and clubs across the UK. The anti-tanning well-maintained equipment are at the WHAT'S IN IT FOR YOU? campaigns vociferously attacked core of responsible sunbed provision. sunbeds, lobbying for their withdrawal For health clubs keen to ensure their FOR INDUSTRY SUPPLIERS on alleged health grounds, with much sunbed provision operates to best Q Multiple listings of all industry suppliers by: success. Now the tide is turning. practice, membership of The Sunbed Q A-Z What we have always known is now Association provides the necessary Q Phone book backed up with published scientific tools, information and support. Q Web address book evidence: there is no correlation Given all the above – and with Q Product selector between responsible sunbed use and regulatory maximum UV irradiance Q Company profi les including key information, skin cancer. Indeed, recent studies have levels in place to remove the risk of contact details, images of products and shown that responsible tanning can burning, legislation to prohibit under- a picture of your company contact help prevent melanoma. age use of sunbeds, and a code of
Q Vertical strip adverts in the In addition, the world’s leading practice ensuring optimum customer address book section experts on vitamin D advocate use of care – there is considerable synergy a sunbed to ensure optimum vitamin to be derived from the provision of FOR INDUSTRY OPERATORS D status when living in countries sunbeds in a health club environment.
Q Who’s who? of key industry personnel in the UK and Europe: Q Private sector operators based on what she was telling me I felt Q Public sector operators AGAINST Q Industry organisations JORDAN SMITHIES, that, as a health centre owner, I had a duty to remove sunbeds altogether. Q Features and reference material MD, Elite Fitness Although the decision mainly came Q Predictions for 2013 from key industry fi gures about thanks to Gill’s efforts, in the Q Industry statistics end we all know someone who’s ’m not personally heavily in favour suffered from cancer. I wanted to do Q Development pipeline – details of I forthcoming projects across the sector of, or heavily against, sunbeds, but my bit. When there are other risk- in 2010 I made the decision to remove free alternatives out there like spray Q Consumer and industry trends for 2013 them from my club – then known as tans, I felt it was right thing to do to Q Diary dates – a guide to all industry events, Tara Leisure and Sports, in Oldham. remove our sunbeds. shows and networking opportunities That decision was the result of At the time, we did look into very passionate campaigning by one offering spray tans instead, but in the of our members – a lady called Gill end that didn’t happen. We didn’t ORDER YOUR POWERED BY ÀWQHVVNLW.QHW Nuttall, who was the founder of skin experience any negative impact as a COPY NOW! The search engine for fi tnessbuyers cancer charity Factor 50. She had result of our decision though. Sunbeds originally just wanted to do more were never really a core part of the call: +44 (0)1462 431385 to raise awareness of skin cancer, business, and in fact members seemed email: [email protected] and specifi cally draw our members’ to appreciate what we’d done – as did attention to the potential risks the local press, who gave our decision associated with sunbed use. However, a lot of very positive coverage. O The Health Club Management Handbook is available to purchase at £30 per copy and all content will be available online at Brought to you by August 2013 © Cybertrek 2013 www.healthclubhandbook.com Health Club management magazine ADVERTISEMENT PROMOTION SUNBEDS + HEALTH CLUBS = SYNERGY + REVENUE
Recent years have seen a downturn in sunbed investment in the UK’s health club market. That decline has now turned into a steady ascent as operators seize the opportunity to invest in the synergy that exists between the gym and the sunbed. Results benefit member satisfaction and retention as well as club revenues
xtensive published research with the average number of visits to the World Class Performance has clearly demonstrated gym each week by health club members. Ergoline is internationally renowned for the link between vitamin groundbreaking technology and E Understanding Vitamin D D and optimum athletic outstanding performance and comfort performance. From the International A comprehensive understanding of the across its extensive range of sunbeds. Its Olympic Committee and football’s relationship between UV exposure, heritage in provision to the health club Premier League through to eminent vitamin D production and the effects on market is unrivalled, understanding the sports scientists and leading sports athletic performance can be found needs of the operator to satisfy the coaches around the world, vitamin D within Ergoline, the world’s largest demands of a discerning membership status is recognised as having an impact manufacturer of commercial sunbeds whilst maximising revenue opportunities. on athletic performance. and leading supplier to the UK market. Operators can tap into the extensive Total Workout Benefits The Opportunity knowledge of Team Ergoline gaining all The total package is on offer from Health clubs have a prime opportunity the information and training necessary Ergoline: a performance enhancing, to tap into a new membership to introduce sunbed sessions to achieve membership retention tool that can also recruitment and marketing initiative more than just tanning. boost club revenues. with the provision of sunbed sessions as Useful information and advice, part of a member’s fitness goals. Training exceptional product, training and Over 95 per cent of our vitamin D As an Ergoline customer your team can marketing support, an excellent after- production comes from exposure to access a detailed training programme sales Customer Care Programme, sunlight, but in the UK the sun isn’t designed to explore and develop the finance options including rental and strong enough for this purpose from relationship and potential of sunbed income share, together with investment October to May, which is why the provision in a health club environment, into a brand you can trust. majority of UK adults are vitamin D connecting all the latest data on vitamin The time is right to find out more deficient by the end of winter. D and athletic performance. about how an Ergoline sunbed can help Vitamin D experts recommend 25 reinvigorate your core business, aid per cent of 1 Minimal Erythemal Dose Talk to Team Ergoline membership accrual and retention and (MED) on a sunbed 2-3 times per Leading the UK’s indoor tanning market increase revenues. Feel free to also week to achieve and maintain optimum for more than 25 years. Call +44 (0)20 enquire about the excellent tanning vitamin D status, perfectly coinciding 8498 7277 or email [email protected] performance synonymous with Ergoline.
PART OF JK HEALTH AND BEAUTY TECHNOLOGIES GROUP PLC Tel: +44 (0)20 8498 7277 www.ergoline-uk.com 67 HEALTH CLUB SPA EMBRACING SPA
From managing the customer experience through to packaging services in HEALTH line with your broader philosophy, today’s multi-faceted spas have important CLUB SPA lessons to teach health club operators. Liz Holmes shares her thoughts
e know that 12.6 per sector in terms of driving yield. Spa and complementary health centres. cent of the population businesses models of course vary – This is reflected in the offering of both are currently members from the destination spa through to day and residential spas, which now of health clubs or the high street beauty offering – but include services such as nutritional Wpublicly owned fitness facilities. We the thing that defi nes their success is consultations and inch loss programmes also know that the number of people a strong understanding and delivery of alongside facials and massages. becoming members of a health and the customer experience: not only in Espa Life at The Corinthia in London fitness club has increased by 4.5 per terms of each individual customer, but and Gleneagles hotel in Scotland, for cent in the last year. (Source: The also what each customer expects out example, offer full health assessments Leisure Database Company) of each individual visit. with individual wellness programmes, But behind these positive fi gures, the Historically considered the soft and while day spas such as the award-winning sad truth is that the yield per member fl uffy relation of the health and fi tness Zen Spa in Edinburgh put lifestyle advice, across the fi tness industry is suffering, club, spas are now stepping up to based on the whole person, at the heart with low-cost operators infl ating provide multi-faceted services that are of client consultations. membership numbers. So what other able to secure their business success. Fiona Fowley, Zen Spa’s co-founder, health, wellness and beauty services So what can fi tness operators learn explains: “While most of our treatments are members spending their hard- from this example? are about improving the appearance of earned cash on, and how can health skin, our clients are more aware than club operators tap into these channels SPA TRENDS ever that their lifestyle plays a huge to broaden their own offerings and Three years ago, the Spafinder Trend part in bringing about the changes they optimise revenue? Report predicted that the spa industry want. We’re training our therapists in While membership yield will continue would move its focus from pampering offering detailed consultations to refl ect to be a key focus for the fi tness industry, treatments to a broader spectrum of this, as well as linking up with other I believe the modern health club has health and wellness treatments specialists such as personal trainers and many lessons to learn from the spa previously associated with health clubs nutritionists to complete the picture.”
Fitness and spa can be integrated in wellness packages
68 Read Health Club Management online at healthclubmanagement.co.uk/digital August 2013 © Cybertrek 2013 Above and right: Rockliffe Hall integrates day spa guests alongside club members to drive revenue
People are increasingly time-poor but still want results; they need their club to provide a personal service with bespoke programmes
HOLISTIC HEALTH and keep them there. By understanding design and customer journey right Health clubs have the opportunity to members' broader needs and meeting for the individual club. tap into this holistic trend by taking these with personalised services, we can The Reebok Sports Club London elements of what works for the spa improve retention and secondary spend. is a great example, driving additional industry and re-packaging them to Services such as full health screening, revenue by improving services such appeal more to the health club market. nutritional consultations or specifi c as spa and personal training (see This will allow clubs to explore revenue wellness workshops do not necessarily also p32). Diane Kay, club manager, streams that create secondary spend require additional facilities, and in the explains: “We've always had an opportunities for members, as well as main fi t with the skillset of fi tness individual approach to our members: a pay-as-you-go, day visitor experiences teams. However, they do need a PT director matches members with the that don’t dilute the membership offer. marketing strategy and must be linked right trainer for their needs, and a help People are increasingly time-poor but to the membership induction process. and advice desk offers extra support. still want results; they need their club to Developing the offer further – into Now our expanded range of services provide a personal service with bespoke more relaxing spa-type services such can fulfi l members' broader needs.” programmes and wellness treatments as massage, refl exology or beauty Meanwhile non-members can use to get them to where they want to be, treatments – involves getting the the Reebok club facilities prior to
August 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 69 HEALTH CLUB SPA PHOTO: SHUTTERSTOCK.COM
Rockliffe: Average day guest spend is Operators should offer ways to close to the monthly membership fee help members manage stress
any spa treatment, fi nish with lunch, DRIVING YIELD music, but it must expand the customer or drop in to the wellness centre for If health clubs can tap into the day experience far beyond swiping a medical services. visitor model, this will have a positive membership card to gain access to a set impact on yield – but it will require a of facilities. Clubs need to appeal to the ENHANCING THE OFFER management strategy that measures lifestyle of their customers, embracing But before we consider developing the and drives the customer experience, the whole person by: offering a full health club offering, a club first needs to and a sales and marketing strategy to wellness consultation for every new look at its USPs so it enhances and promote expanded services. This member; identifying that exercise is only develops these, rather than creating approach works well for the hybrid part of the picture by offering the type bolt-on services that have no real link to spa-health club model, which of helpful wellness advice which can be the club’s philosophy. Clients have an understands the importance of applied day-to-day, including relaxation; instinct for inauthentic offerings, and can meeting the needs of members and and never forgetting that every visit sniff out a money-making scheme if it’s non-members alike. should leave a positive memory so not well thought through with the client In the north-east of England, two-time customers want to return. experience in mind. ukactive FLAME fi nalist Rockliffe Hall Fitness professionals have the Ray Payne of Topaz Consulting – hotel, spa and golf club offers a high-end expertise to get people fi t. Now they which provides design and management fi tness service, with a reputation as a need to promote their ability to help services to the spa and leisure industry pay-as-you go destination for wellness people manage their stress and have an – advises health clubs to consider the programmes and spa days. The two all-round healthier lifestyle to appeal to client journey from start to fi nish when aspects of the business complement the 87.4 per cent of the population who considering developing new facilities or one another: a membership base of 750 are not currently members of a gym. services. “Investment in facilities will only people ensures a lively class programme Facilities and design play a key role in work if it becomes an integral part of the and supports excellent facilities, while creating a day visitor offering, but behind business and actually delivers something day visitors drive a separate yet this has to be the intention to create the client or member wants,” he explains. integrated revenue stream. an inspired experience that offers an Beverley Beyes, director of It’s interesting to note average spend outcome. That outcome may be simply Sparcstudio, adds: “Tacking a few per day guest falls close to the monthly a well-earned rest, a shared and fun generically styled treatment rooms onto membership subscription fee of £110, experience like a boot camp or dance a club will not create a credible offer with the main benefi t of pay-as-you-go class, a workshop in healthy nutrition or that will appeal to the fi tness member day packages being the ability to closely an anti-ageing facial. or indeed a potential day spa guest. A control the client journey and the fl ow My hope is that we have enough better bet is to create a distinct offer of guests at any one time, ensuring the managers in the sector who work with with its own brand and identity. highest level of personal service. KPIs that measure the client experience, “Location within the club is key. rather than just member retention Basing the spa at the front of a club can CAN FITNESS EMBRACE SPA? fi gures at the end of the month: our create greater awareness and visibility, Health clubs and gyms are the real long-term success depends on it. O as well as access for non-members. wellness and coaching experts, but I Alternatively, choosing a location within believe not enough is being done to the heart of a club can ensure a closer enhance the fitness industry's reputation Liz Holmes, spa director at link to other facilities such as a thermal in the fields of customer service, Rockliffe Hall, is a level three suite and pool area, enabling the club customer experience and holistic health qualifi ed fi tness instructor operator to offer more of a complete and wellness programming. specialising in yoga and pilates. spa experience, which can be marketed The fi tness spa experience doesn’t Email: [email protected] to non-members as a package.” have to involve scented candles or whale Website: www.rockliffehall.com
70 Read Health Club Management online at healthclubmanagement.co.uk/digital August 2013 © Cybertrek 2013 ADVERTISEMENT PROMOTION
SOLUTIONS FOR YOUR SAUNA
With 35 years’ spa experience, Dalesauna can help you create Dalesauna is a one-stop shop offering advice and support the right wellbeing and relaxation solution for your facility at every step of the journey
alesauna are experts in with a high female membership than sauna, steamrooms, spa a traditional sauna, which tends to be pools and showers. Formed the least popular of heat experiences 35 years ago, we have among women who often fi nd them too Devolved from simply providing saunas hot. By contrast, a tiled aromatherapy to offering all-encompassing thermal room with heated walls operates at a experiences. During that time we have cooler 35°c - 40°c. The gentle warmth become a one-stop shop offering combined with the infusion of natural advice and support to clients at every aromatherapy essences is perfect for step of the journey; from our in-house relaxation after a workout. design team, to the supply of products and services, to our after-sales care working with you and support. Earlier this year we created the first We continue to lead innovation in public sector spa for St Albans City and the sauna and steam relaxation sector, District Council at Westminster Lodge investing in the development of the Leisure Centre. Working with S&P latest technologies as well as redefi ning Architects, we reintroduced the spa luxury with bespoke experiences. concepts of Roman bathing with a series We have provided wellbeing solutions of rooms of varying temperatures – a for a range of clients in the private, caldarium, laconium and tepidarium. public and higher education sectors. Key We have also just completed work on projects include the Verulamium Spa, St a luxury spa at Brighton’s iconic hotel, Albans; Ribby Hall Spa, Preston; various the De Vere Grand, as part of a £5m Spa London sites for GLL; various refurbishment project. The new spa has Center Parcs villages and Cowshed Spa, been built over a former swimming pool Babington House, Somerset. on the lower ground fl oor transforming We can advise you on the latest the space into a tranquil retreat offering Please contact us to discuss your technologies and tailor spa experiences a thermal suite, a relaxation area and spa and wellness requirements: to ensure that you not only meet the eight treatment rooms. needs of your clients, but also secure We are currently working with GLL t: +44 (0)1423 798630 a return on your investment. For on a new spa at Wimbledon Leisure e: [email protected] example, a small aromatherapy room Centre and also with Alliance Leisure on w: www.dalesauna.co.uk may be more suitable for a health club a new spa at Ramsgate Sports Centre.
August 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 71 PROJECT PROFILES PROJECT PROFILE PROMOTION SUPPLIER SHOWCASE
WE REPORT ON RECENT PROJECTS FROM CYBEX, PAVIGYM AND LIFE FITNESS
The Arc Trainer is one of Cybex’s most popular pieces of equipment
The facility also includes a 90-seat cinema, 125-seat theatre, HIGH PERFORMANCE tournament-grade debating chamber, student offi ces and CLIENT: UNIVERSITY COLLEGE DUBLIN meeting rooms, and a radio pod. The innovative site also has its own rainwater harvesting system and combined heat and SUPPLIER: CYBEX INTERNATIONAL UK power plant used to generate its own electricity, the excess of which is used by the university. he new €50m University College Dublin (UCD) While supporting the needs of its students and the local Sport & Fitness facility officially launched in summer community, the gym at UCD is also used as a training site for T 2012 and has since undergone further development, professional rugby union side Leinster and was recently used leading to the opening of a performance gym in 2013. by French rugby union side Toulon in preparation for the The new 850sq m gym, more than double the size of the Heineken Cup fi nal in Dublin in May. previous facility, will support members from the student Ciaran Magee, CYBEX sales manager for Ireland, led on the population and local community as well as athletes and deal, which was awarded to CYBEX through a detailed tender sports students, who will have access to over 100 pieces process. Magee says: “UCD Sport & Fitness is undoubtedly one of cardiovascular and strength training equipment from of the country’s top sports facilities, and every component of manufacturer CYBEX International. the site refl ects this. The gym has been designed and built for This includes treadmills and upright bikes from CYBEX’s 625 the wide demographic it supports and from the feedback so far, commercial series, Bravo functional trainers, half racks and we’re delighted with the fi nal outcome.” lifting platforms and plate-loaded equipment including chest, UCD Sport & Fitness Centre manager Hughie McGearty overhead, incline and squat presses. Meanwhile 13 pieces of adds: “The range of equipment offered by CYBEX has ensured selectorised equipment from CYBEX’s Eagle and VR3 ranges that we can cater to the needs of all users, regardless of their sit alongside a functional training zone to make up the state-of- ability, level of fi tness or training needs. The feedback we’ve the-art strength and conditioning gym. received already from our members is fantastic. Work on the project started in 2008, with the €50m “Not only is CYBEX’s equipment of a very high quality, but its complex comprising the new gym, 50m swimming pool, support, advice and service to customers is excellent.” tepidarium spa, range of indoor and outdoor pitches, climbing wall, squash courts and rifl e range. For more information: www.cybexintl.com
72 Read Health Club Management online at healthclubmanagement.co.uk/digital August 2013 © Cybertrek 2013 CYBEX INTERNATIONAL UK GET THERE T: 0845 606 0228 E: [email protected] W: www.cybexintl.com FASTER PROJECT PROFILES PROJECT PROFILE PROMOTION
The new functional zone is an inviting, engaging area where staff can interact with members
HIT THE DECK CLIENT:STATION, FITNESS LONDON, FIRST UK CLAPHAM JUNCTION SUPPLIER: PAVIGYM
s part of a refurbishment programme across the Fitness First estate in the UK, Pavigym was A appointed to work alongside the architects to redesign the functional training space at the club in Clapham Junction station, London. Fitness First wanted to optimise the space available in the busy club, creating a functional zone that would act as a focal point in the gym. The new zone sits right next to the entrance to the gym, drawing the eye as soon as you walk into reception. Pavigym created an individual design for Fitness First that worked in conjunction with the functional training equipment Taking to the fl oor: The new markings guide users available, as well as the specifi c programming goals of the club: through a series of functional movements the area was specifi cally confi gured to cater for small group training and PT, as well as creating more space for members to use the functional equipment within their own workouts. in a space where they can move – with small equipment or Flooring was brought forward as an active element of without,” adds Lee Matthews, UK head of fi tness at Fitness the design: fl oor markings guide users through a series of First. “The new fl ooring has allowed us to create an inviting functional movements, allowing the club to open up a range of and engaging area to interact with our members, and we’ve new activities to its members. seen a notable increase in the number of club members who The club has now been able to increase the functional are using this space, and the functional equipment within it, as classes on the timetable, with sessions such as circuits taking part of their personal training sessions, team workouts – our place in the functional zone. Equipment including kettlebells, small group training sessions – or simply integrated into their ViPR and soft plyo boxes are complemented by stations overall workouts.” integrated into the functional area, including battle ropes and Sykes continues: “Being able to reconfi gure gym spaces to monkey bars/a tricep dip station. keep up with new fi tness trends is crucial, and Pavigym ensures “Ensuring the space was well positioned in the club was that its fl ooring and training solutions offer a cost-effective way crucial to its success, along with the look and functionality,” of doing exactly this. Pavigym enables a client to choose from says Steven Sykes, sales director at Pavigym UK. “Inspiring and a range of solutions – from basic fl ooring through to the most motivating members to take up new exercises and incorporate advanced fl ooring technology incorporating lights and software these into their workouts, turning them into functional training systems, for example – to create a bespoke, on-trend training fans, was the key objective for the creation of this new space.” area whatever the club’s objectives and needs.” “Our goal when developing our Freestyle training areas is to create as many interaction points as possible for our members For more information: www.pavigym.com
74 Read Health Club Management online at healthclubmanagement.co.uk/digital August 2013 © Cybertrek 2013 IT IS TIME TO CREATE THE PERFECT GYM.
PURE & FIT FOR PURPOSE.
BE DARING & PUSH THE BOUNDARIES.
LIGHT UP YOUR FACILITY.
PAVIGYM UK Tel: +44 1223 969 870 TEAM TRAINING PROGRAM. e-mail: [email protected] Pavigym Functionalzone Design · 3D Service · Personalization · Training Concepts · www.pavigym.com Functional Training & Group Training Program · Trainers www.functionalzone.com Certification ·Technology · PROJECT PROFILES PROJECT PROFILE PROMOTION
There’s a new social atmosphere on the gym fl oor since the refurbishment
experience through purpose-designed lighting, graphics, DRIVING ENGAGEMENT fl ooring and programmes, from Life Fitness’ Solutions Partners.” CLIENT: ST PETER’S LEISURE CENTRE, BURNLEY, UK Since the refurbishment was completed, a new social atmosphere has been created on the gym fl oor – an energetic SUPPLIER: LIFE FITNESS vibe that’s designed to encourage and motivate members. Along with the interactive Synrgy classes, this is leading to n December 2012, St Peter’s Leisure Centre in Burnley an increase in group participation, making exercise engaging turned to Life Fitness for assistance in driving higher and enjoyable for all demographics from novices through to I customer retention rates and increasing membership. experienced fi tness enthusiasts. “The thing I really like about To achieve these objectives, the fitness suite floor Synrgy360XL is the variety it offers, as well as the chance to was completely transformed to provide members with an meet people. It helps every aspect of your body – I really interactive group exercise solution. enjoy it,” comments one female member. St Peter’s is one of the fi rst sites in the country to offer The development of the centre has delivered positive Life Fitness’ newest functional training exercise solution, the results for Hutchinson, who says: “The introduction of Synrgy360XL, which is now a centrepiece on the gym fl oor. Synrgy360XL classes has really transformed our fi tness Offering numerous stations within one structure, it acts as a suite for the better. Our members can train and interact to central hub for classes, PT sessions and individual workouts. achieve their personal goal, which in turn creates a more Members now have access to diverse training possibilities sociable atmosphere – something that’s not always easy to through this one solution, helping them to achieve their achieve in a health club environment. goals by adding more diversity to their existing workouts, “The new equipment has had a huge impact on both – incorporating endurance, improved balance, co-ordination, membership fi gures and retention, and we’re proud that our speed, agility, fl exibility, power and strength. To achieve these members are some of the fi rst in the country to use the new goals, the product combines several popular exercise trends Synrgy360.” Indeed, membership of the club has risen by 15 per including core training, bodyweight training, reaction training cent, with the average lifetime of a member now 17 months. and sport-specifi c activities. Alongside Synrgy360XL, members can also benefi t from the Members can now benefi t from a timetable of tailor-made, Elevation Engage and Inspire cardiovascular series, so workouts Synrgy-specifi c classes focused entirely on functional training, can continue to be tracked with activity and progression working all areas of the body and appropriate for all abilities. through the LFconnect site and smartphone app. O Neil Hutchinson, leisure facilities general manager, says: “We offer 20 bespoke classes a week that deliver a totally immersive For more information: www.lifefi tness.co.uk
76 Read Health Club Management online at healthclubmanagement.co.uk/digital August 2013 © Cybertrek 2013 health club management “Keep up to date with the health & fi tness market by reading the leading title for the industry. Includes Spa, Europe and World specials.”
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T: 01923 770 435 With more than 30 years’ sales@fi tlockers.co.uk www.fi tlockers.co.uk experience, leisure media studio will work with you to create leisure media COPYRIGHT NOTICE To subscribe to Health Club Management, log on to ww.leisuresubs.com, email: [email protected], bespoke print and web solutions STUDIO tel +44 (0)1462 471915, fax +44 (0)1462 433909. Annual subscription rates: UK £41, Europe £52, rest of world £73 and students UK £20. Health Club Management is published 11 times a year by The Leisure to power your marketing Media Company Limited, Portmill House, Portmill Lane, Hitchin, Herts, SG5 1DJ, UK, and is distributed in the USA by SPP, 75 Aberdeen Road, Emigsville, PA 17318-0437. Periodicals postage paid @ Manchester, PA. POSTMASTER Send US address changes to Health Club Management, c/o PO Box 437, Emigsville, PA 17318-0437. The views expressed in print are those of the author and do not necessarily represent those Contact Tim Nash of the publisher The Leisure Media Company Limited. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by means, electronic, mechanical, Tel +44 (0)1462 471917 [email protected] photocopying, recorded or otherwise without the prior permission of the copyright holder. Printed by Warners Midland. © Cybertrek Ltd 2013 ISSN 1361/351 August 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 83 HEALTH CLUB AWARDS
Members’ choice
What do your members say about you? The Members’ Choice Awards shortlist has been revealed, with tickets on sale for the gala dinner
he official shortlist has been announced for the third T annual Members’ Choice Health Club Awards, in partnership with Leisure Media’s Health Club Management magazine. The awards aim to fi nd out which clubs offer the best all-round customer experience based purely on ratings from members, and this year 350 clubs took part, with a total of 40,000 member questionnaires being completed during the three-month voting period. Simon Brown, MD of Health Club Awards, says: “We’re absolutely delighted that the effort being put in by the participating health clubs has paid off. The competition is all about engaging members and motivating staff, and that’s exactly what we’re seeing in the feedback.” New categories This year, for the first time, clubs are competing in three categories – Budget, Mid-Market and Premium – in their respective UK regions, thereby ensuring a level playing field. Leisure Media Company MD Liz Terry with last year’s People Award winners The énergie group has entered clubs across its three brands. “Of all of the for by the general public. This is a Awards ceremony sector awards schemes, the Members’ fantastic way of assessing how well the Gold, silver and bronze winners for Choice Health Club Awards are the centres are doing in the eyes of our the regions will be acknowledged, as only ones that refl ect the views of members,” says Rachel Shelton, group well as winners in the national chain the members themselves rather than marketing manager for SLM. “This year categories and the Grand Prix a committee,” says énergie CEO Jan we have 24 leisure centres shortlisted, categories for Best Club in the UK Spaticchia. “I’m particularly proud of the which is a great achievement for the (Budget, Mid Market and Premium). fact that we won 17 awards last year and company as a whole, demonstrating the Outstanding efforts by individual staff are nominated for over 30 this year. I feel strength of our brand across the areas members will also be recognised in the it genuinely refl ects the excellent work in which we operate.” People Awards, again based on of our franchisees across the network. The unique scoring system also allows feedback from members. “Our members demand consistently smaller, independent clubs to compete Winners will be announced at a high standards from their clubs, and fairly with the bigger brands. Pulse 8 and gala dinner, which will take place at the Health Club Awards provide an Nirvana Spa – both run by Barry Ashton the National Motorcycle Museum excellent means of measuring how we – have entered for the fi rst time, and in Birmingham on 24 September, meet, and exceed, their expectations.” both have made the shortlist. Ashton alongside Leisure Industry Week. The The awards have always been open says “We’re absolutely delighted that black tie event will be attended by 400 to leisure centres as well as private both clubs have made it through in our guests and will include an exclusive clubs, and Everyone Active has done fi rst year of entering. We’re especially after-dinner party. O particularly well in this year’s Mid- proud because the Health Club Awards Market regional shortlists. are based purely on feedback from For further details about the awards and “Everyone Active enters the Health members, and that says everything to purchase tickets for the gala dinner, Club Awards because they are voted about how we run the clubs.” please visit www.healthclubawards.co.uk
84 Read Health Club Management online at healthclubmanagement.co.uk/digital August 2013 © Cybertrek 2013 SCOTLAND LivingWell Leicester BUDGET LivingWell Northampton Fit4Less Dundee Nuffield Health Nottingham Fit4less Dundee Douglas The Nottingham Belfry QHotels Fit4Less Perth EAST OF ENGLAND MID-MARKET MID-MARKET Aberdeen Sports Village energie Fitness Leighton Buzzard Curves Perth Everybody Health & Fitness energie Fitness Edinburgh Everyone Active Cambourne Fitness and Sports Centre energie Fitness For Women Airdrie Everyone Active Mid Suffolk Leisure Centre energie Fitness For Women East Kilbride Everyone Active Stradbroke Swim & Fitness Centre energie Fitness For Women Linlithgow One Leisure Huntingdon energie Fitness For Women Montrose One Leisure Ramsey PREMIUM One Leisure Sawtry Bowfield Hotel & Country Club One Leisure St Ives LivingWell Edinburgh Airport One Leisure St Neots LivingWell Strathclyde PREMIUM Westerwood Hotel QHotels LivingWell Cambridge NORTHERN IRELAND SOUTH WEST BUDGET BUDGET Fit4less Lisburn Fitness4Less Bristol PREMIUM MID-MARKET LivingWell Templepatrick Everyone Active Blandford Leisure Centre NORTH WEST Everyone Active Henbury Leisure Centre BUDGET Everyone Active Kingsdown Sport Centre Fit4Less Stockport Keynsham Leisure Centre - Aquaterra Xercise4Less Bolton SOUTHERN Xercise4Less Wigan BUDGET MID-MARKET Fitness4less Cheltenham energie Fitness Wilmslow Fitness4Less Chesham Metro Fitness Stockport MID-MARKET Pendle Wavelengths & Inside Spa energie Fitness Andover PREMIUM energie Fitness For Women Bicester Park Royal QHotels energie Fitness Liscombe Park Spa Naturel Fitness Dunkenhalgh Everyone Active Stratford Park Leisure Centre Spa Naturel Fitness Norton Grange PREMIUM The Midland QHotels OFFICIAL LivingWell Bracknell Thornton Hall Country Health Club LivingWell Milton Keynes NORTH EAST LivingWell Reading BUDGET LivingWell Swindon Fit4Less Blaydon SHORTLIST Nirvana Wellness Suite Fit4less Hartlepool Pulse 8 Fit4Less Tynemouth The Cheltenham Chase QHotels Xercise4Less Stockton-on-Tees LONDON MID-MARKET BUDGET energie Fitness For Women Morpeth Fit4Less Caspian Wharf PREMIUM BEST BUDGET CHAIN (5+ clubs) Fit4less Kilburn LivingWell Newcastle Gateshead Fit4less Fitness4Less Cambridge Heath Fitness4less Fitness4Less Southwark YORKSHIRE & THE HUMBER Xercise4less MID-MARKET BUDGET Archway Leisure Centre - Aquaterra Be Fitness BEST SMALL CHAIN (3-9 clubs) energie Fitness For Women North Finchley Xercise4Less Castleford energie Fitness Forest Hill Xercise4Less Doncaster Aquaterra One Leisure energie Fitness Northwick Park Xercise4Less Leeds Highbury Pool & Fitness Centre - Aquaterra Sandwell Leisure Trust Xercise4Less Wakefield The Armoury Jubilee Trust Hampstead MID-MARKET Xercise4less Westminster Gym Jubilee Trust YMCA London South West Bircotes Leisure Centre Willesden Sports Centre - Harpers Fitness YMCA Club Great Russell Street Fitness Flex Doncaster BEST MEDIUM CHAIN (10-30 clubs) Fitness Flex Pontefract YMCA Club Wimbledon Fitness Unlimited - Don Valley Stadium BPL Group PREMIUM Metrodome Leisure Complex Fit4less Dolphin Fitness Club Fitness4less PREMIUM LivingWell London Docklands Crown Spa QHotels LivingWell London Metropole LivingWell Sheffield Spa Naturel LivingWell London Wembley WALES BEST LARGE CHAIN (30+ clubs) SOUTH EAST - Essex, Hertfordshire, Middlesex BUDGET BUDGET energie Fitness Clubs Everyone Active Eversley Leisure Centre Fitness4Less Newport energie Fitness For Women PREMIUM Fitness4Less Southend Everyone Active Fitness4Less Watford LivingWell Newport LivingWell Spa Naturel Fitness Cardiff MID-MARKET energie Fitness For Women St Albans GRAND PRIX CATEGORIES WEST MIDLANDS Everyone Active Basildon Sporting Village BUDGET Best Budget Club in the UK Everyone Active Central Park Leisure Centre Fit4Less Redditch Best Mid Market Club in the UK Everyone Active Grange Paddocks Leisure Centre Fitness4Less Birmingham Best Premium Club in the UK Everyone Active Hartham Leisure Centre MID-MARKET Everyone Active Hornchurch Sport Centre Everyone Active Malvern Splash Everyone Active Waltham Abbey Pool Haden Hill Leisure Centre Everyone Active Watford Leisure Centre - Central Perdiswell Leisure Centre - Harpers Fitness Everyone Active Westminster Lodge Leisure Centre Ryland Centre Regional and national winners will be PREMIUM Smethwick Swimming Centre LivingWell Stansted Tipton Sports Academy announced on Tuesday 24th September at the LivingWell Watford Wednesbury Leisure Centre 3rd annual Health Club Awards Ceremony. SOUTH EAST - Kent, Surrey, Sussex PREMIUM The awards will be held at the National BUDGET Chesford Grange QHotels Motorcycle Museum, Birmingham on the first Everyone Active Phoenix Leisure Centre Spa Naturel Fitness Brandon Hall night of Leisure Industry week. 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