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Health Club Management Jaunuary 2017 http://www.healthclubmanagement.co.uk/healthclubmanagement.co.uk @healthclubmag JANUARY 2017 No 242 2500 healthclubmanagement.co.uk @healthclubmag JANUARY 2017 No 242 BATTLING ATTRITION How crime-busting software is being ON THE used to drive member WRONG TRACK? retention p48 Can activity trackers actually make you NEW YEAR, put on weight? p64 NEW RESOLUTIONS Google wants to help you achieve your goals p66 MARTINN SCOTTSC SEIBOLDLD BESTB Bringing Fitness First UK and DW Sports together “not the coolest, nor the biggest, but the best” p34 $FFRUGLQJWRWKHLUUHFHQWLQGXVWU\VXUYH\$6&0KDVRƯFLDOO\QDPHGWKH \HDURIZHDUDEOHWHFKQRORJ\IRUWKHVHFRQG\HDUUXQQLQJ&RQWDFW0<=21(WR OHDUQ KRZ JDPLƬFDWLRQ FDQ OHQJWKHQ PHPEHU UHWHQWLRQ DQG GULYH 52, E\ LQFUHDVHGQHZPHPEHUHQJDJHPHQWLQWKHƬUVWGD\V :($5$%/(67+$7'5,9(52, *(75(68/76:,7+MYZONE® 0<=21(DSSQRZDYDLODEOHRQ ©MYZONE® 2016. All Rights Reserved. UK: _LQIR#P\]RQHRUJ myzone.org EDITOR’S LETTER Partnering with the NHS The NHS is opening the door to collaboration and inviting us to step through. It’s now down to us to show how our sector’s services, and not just physical activity in general, can be aligned with the public health agenda hy don’t we just shift £100m from drug therapy to wellness therapy?” asked Sir Muir Gray at the W recent ukactive Summit. When such a bold question is asked by someone like Gray – an eminent doctor, public health expert, creator of the NHS National Knowledge Service and chief knowledge officer for the Department of Health – it’s clear a seat at the top table of public health is within reach of the UK’s physical activity sector. And Gray was firm in his commitment to this idea. “I’m involved in commissioning the NHS, NHS England CEO Simon Stevens is here this afternoon. Let’s do it,” he urged. While £100m might be a drop in the ocean in the context of the overall NHS budget, the sentiment behind Gray’s comments drew loud applause from the crowd. And this wasn’t the only cause for positivity at the Summit: when Stevens stood up to make his keynote, he was also strongly in support of physical activity. Speaking of a wonder drug that’s effective against a wide range of Gyms must track and reward all activity members do mental and physical diseases, Stevens noted that, if available in pill form, it would “be a worldwide pharmaceutical blockbuster”. But, But we shouldn’t sit back and wait for this money to be made he clarified, the ‘drug’ is activity and exercise – “and it’s why the available. Individual operators also have a significant role to play in NHS has a deep vested interest in the activity sector’s success”. proving the contribution our sector can make, one project at a time He added: “The Academy of Royal Medical Colleges estimates – and Stevens’ speech touched on several key areas of opportunity. that more than £18bn of headroom could be created in the NHS Firstly, embrace a broader definition of exercise. As Stevens said: budget if we achieved serious improvements in physical activity “It’s about going to the gym, but it’s also about walking the dog, across this country. That’s £18bn that would be spent wisely vacuuming, lawn mowing, swimming and dancing” – so let’s track on new and modern treatments for conditions that could not and reward all the activity our members do, anything that gets them have otherwise been prevented.” Prevention, it seems, is finally moving more often, rather than focusing only on visits to our facilities. Secondly, look at opportunities among new audiences: schools, corporates, commuters. What new services can you develop that will The public has some 300 million GP address the needs of these groups, and with it broaden your user base? Thirdly, collaborate with GPs. Stevens highlighted a new Lancet study appointments each year, so ask your which found that simply adding a 30-second reminder about physical activity at the end of a GP consultation has a meaningful impact on local surgery how you can partner with health. Add to this the Royal College of General Practitioners’ recent decision to make physical activity and lifestyle a clinical priority for GPs them to signpost patients into activity for the next three years, and it’s clear the momentum is swinging our way. And it’s a huge opportunity – the public has some 300 million GP appointments each year – so approach your local surgery and claiming its rightful place alongside treatment on the NHS agenda ask how you can partner with them to signpost patients into activity. – and this is a hugely exciting opportunity for our sector. There’s so much our sector can bring to the preventative health So how do we prove our worth as a preventative health partner? agenda. With the NHS now taking encouraging steps towards At the Summit, ukactive chair Tanni Grey-Thompson called for £1bn collaboration, it’s time to put words into action and prove our worth. to be invested in UK leisure centres, to turn them into a “preventative frontline” that can move us “from a health system that treats illness to Kate Cracknell one that supports wellness”. This could be our sector’s contribution [email protected] to a sustainable NHS that empowers people to make healthy choices. @healthclubkate PHOTO: SHUTTERSTOCK.COM PHOTO: +44 (0)1462 431385 WWW.HEALTHCLUBMANAGEMENT.CO.UK [email protected] WWW.LEISURESUBS.COM ©Cybertrek 2017 healthclubmanagement.co.uk January 2017 5 CONTENTS January 2017 To receive a free digital subscription Helping children to Health Club Management overcome their SIGN UP ONLINE fear of water using healthclubmanagement.co.uk/digital 68 virtual reality PHOTO: SHUTTERSTOCK.COM 05 48 Martin Seibold & Scott Best on Editor’s letter the newly merged War on attrition As the NHS opens its door to Fitness First UK Software originally designed to fight crime collaboration, the fitness sector and DW Sports is now being used to battle health club must show how its services can attrition. Dr Paul Bedford reports deliver on the public health agenda 11 34 52 Class act Letters What new group exercise initiatives will Have the experts got obesity wrong – does emerge in 2017? A selection of operators exercise really lead to weight loss, asks from across the globe tell us their plans Jamie Hayes, CEO of TRIBE Team Training 34 Interview Jafar Adibi’s anti- 12 crime software is Scott Best & Martin Seibold 48 DW Sports’ Scott Best and Fitness First helping retention HCM people UK’s Martin Seibold outline their plans for This month we talk to Rudy Fabiano the future, as the two brands join forces of New York-based Fabiano Designs, Michael Burkert of INTOTRI and Florian Cartoux, director of IHRSA Europe 42 Talking point 18 Money talks As we move into 2017, how will the News round-up health and fitness market get the capital SoulCycle opens in Canada, Barrecore it needs to grow? Kath Hudson talks to plans UK expansion, and Wexer acquires our panel of experts Dutch-based ClubVirtual 30 46 Look back to look forward 2017 events calendar Kate Cracknell reviews the great strides A preview of key health and fitness events forward taken by the sector in 2016, and around the world for the year ahead the strong foundations laid for 2017 6 healthclubmanagement.co.uk January 2017 ©Cybertrek 2017 Florian Cartoux, Michelle Obama: director of IHRSA One of the big 12 Europe, on the 46 names behind trade body’s goals ʛWQHVVLQ PHOTO: OLIVIER DOULIERY/ABACAUSA.COM / PA 60 68 80 Boutique boom Virtual healing Create fans, not customers A new study assesses the trends in the A groundbreaking project in Sweden used This year’s keynote speaker at SIBEC ever-evolving boutique segment. Steve VR to help kids overcome a fear of water – Chris Brindley, MD of Metro Bank – Tharrett and Mark Williamson report explains how his experiences at the UK chain could be applied to the fitness sector 64 74 A service culture 82 Friend or foe Business coach Andy Bourne on how Are activity trackers a help or a clubs can deliver great customer service IHRSA update hindrance when it comes to weight loss? IHRSA 2017 The countdown to IHRSA 2017 has begun. 77 Kristen Walsh looks ahead to the keynotes 66 and highlights of the upcoming show ukactive update Google your goals The miracle cure Goals in Google Calendar can help users Simon Stevens, CEO of NHS England, 86 make time for more exercise. Florian recently challenged the fitness industry to Goerisch explains how it works get involved in preventing lifestyle diseases Fitness-kit.net Up the pace Kate Corney rounds up some of the latest innovations in cardio equipment, including steppers, rowers and more 92 The aerobic advantage A new study shows that sustained aerobic exercise might be more beneficial for our brain than anaerobic exercise How setting goals in 66 Google Calendar can help you get results PHOTO: SHUTTERSTOCK.COM ©Cybertrek 2017 January 2017 7 EDITOR Kate Cracknell +44 (0)1462 471906 EDITORIAL DIRECTOR Liz Terry +44 (0)1462 431385 DEPUTY EDITOR Steph Eaves +44 (0)1462 471934 HEAD OF NEWS Matthew Campelli 01462 471912 NEWS DESK CHOOSE HOW YOU READ HEALTH CLUB MANAGEMENT Jane Kitchen +44 (0)1462 471929 PRINT DIGITAL PDF Tom Anstey Health club Management is Read Health Club Management The magazine is also available +44 (0)1462 471916 available in glossy print on sub- free on Digital Turning Pages as a PDF edition for Kim Megson scription. Sign up any time at: and enjoy extra links and readers who want to read 01462 471915 www.leisuresubs.com searchability RʢLQHRURQDWDEOHW Tom Walker 01462 471934 PUBLISHER Jan Williams OTHER RESOURCES FROM HEALTH CLUB MANAGEMENT +44 (0)1462 471909 SALES John Challinor +44 (0)1202 742968 HCM Handbook healthclubmanagement.co.uk The latest stats, trends and analysis all For daily news and jobs, plus access Astrid Ros in one place – an invaluable reference to digital editions of Health Club +44 (0)1462 471911 guide and global resource for Management and links to other Julie Badrick decision-makers across the sector.
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