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UNITING THE WORLD OF FITNESS Ben Pete Prickett Alderton Launches Talks about Solo60 new UK gym p34 micro-gyms, p20 brand, Andy Martyn McGlynn Allison Reveals the p78 GSquared concept, p14
ON THE COVER Hal Hargrave Jnr Leading and inspiring in the world of spinal injury rehabilitation, p58 RE-ENGAGE MEMBERS WITH LIVE CLASSES
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LESMILLS.COM/UK/ULTIMATE EDITOR’S LETTER
Build back fairer The industry can be the catalyst for recovery from the pandemic, as well as addressing many of the underlying issues which enabled COVID-19 to wreak such havoc
s the industry steps up to the task of rebuilding and adapting to post-lockdown realities, many are asking how we can learn, re-set and A work towards a better future than the one we were originally destined for – in the days before anyone had even heard of COVID-19. Significant parts of the sector are off and flying, with consumers flocking back to gyms, studios and health clubs and new investment coming into the market, which is fantastic news, however, the pandemic has exacerbated levels of social inequality and so it’s clear these benefits are not being universally enjoyed. Too many people are still barred from staying active and new research by healthcare charity and
health club operator, Nuffield Health – The Nuffield PHOTO: SHUTTERSTOCK/HALFPOINT Health Healthier Nation Index – found people in lower- We have the opportunity to ‘build back fairer’ income groups face higher barriers to exercise. Although cost was a factor, they were also more likely to say they were embarrassed, didn’t know New research by Nuffi eld where to start when it came to getting active, Health found people in lower struggled with motivation, or didn’t have time.
People in the lowest income groups also scored at income groups face higher the bottom of the scale when reporting the status of barriers to exercise their health, with 20 per cent on the bottom score compared with 11.5 per cent in higher-income groups. Enabling opportunity for the less well off has The flipside, however, was that use by people in the traditionally fallen to the public sector rather than the bottom two socio-economic groups fell from 62 per cent private, but this clear-cut divide is increasingly blurry and in 2014 to only 39 per cent in 2019. Effectively, austerity today it’s just as likely that public sector offerings will be and changing models of provision have shut down beyond the pocket of people in less well off social groups, options for many of those who need them most and while low-cost commercial offerings or those provided by made them more vulnerable to COVID-19 as a result. voluntary organisations may actually be more accessible. So as we rebuild, there’s an opportunity for everyone In this issue we’ve invited thought leader Martyn working in the sector to find ways to welcome people Allison (page 78), to share his views on how the public from across our communities into our facilities – in a and trusts sectors can respond to the call for better way that works for them – so the new world we build and fairer access to both facilities and opportunities. as we recover from the pandemic is more equal and we He highlights the fact that in 2019, ‘cost-recovery’ not only build back better, we ‘build back fairer’ as well. for the UK’s leisure centres stood at 107 per cent – up from 91 per cent in 2014 – meaning 62 per cent of Liz Terry, editor facilities had moved to a position of making a ‘surplus’. [email protected]
+44 (0)1462 431385 WWW.HCMmag.COM [email protected] WWW.LEISURESUBS.COM
©Cybertrek 2021 Issue 5 2021 5 There’s only one studio like yours. There’s only one software like ours.
Everything you need to run— and grow—your business.
To book a demo or learn more, visit uk.mindbodyonline.com HCMmag.com CONTENTS Uniting the world of fitness
ISSUE 5 2021 No 290 PHOTO: GSQUARED PHOTO: BRICKS GROUP
34 Pete Prickett is launching a new gym brand PHOTO: WW (WEIGHT WATCHERS REMINAGINED)
14 Andy McGlynn on creating the 44 6KRXOGJ\PVRʞHUZHLJKWORVVSURJUDPPHV" ʛUVW*6TXDUHGFOXE PHOTO: GSQUARED PHOTO:
05 Editor’s letter 26 HCM news 50 Grow stronger As we rebuild, we must tackle This issue, TRIB3 and Urban Gym Group Paul Bedford and Jamie Owens discuss social inequality, says Liz Terry do a deal, Alan Leach reveals outdoor opportunities and tactics available to gym concept and a breakthrough operators to regrow memberships 12 HCM letters in the exercise referral market Letters from the HCM mailbag. More news at www.HCMmag.com 58 Profile This month, Neil Randall, Matthew Mike Alpert & Hal Hargrave Padian and Gareth Presch 34 Interview A spinal cord injury rehabilitation Pete Prickett programme has grown to 14 HCM people The CEO of the Bricks Group talks about support thousands and inspired Andy McGlynn growing a portfolio of wellness offerings the creation of groundbreaking The industry veteran talks about and launching a new gym chain in the UK charities, as Kath Hudson reports battling through the pandemic to launch his new brand, GSquared 44 Talking point 64 Strong Connections Weight loss We’re used to digitised cardio 20 Ben Alderton The industry is conflicted when it comes equipment, but now strength is The entrepreneur is rolling out to offering weight loss programmes and catching up, with the launch of new the Solo60 micro gym concept interventions. HCM examines the issues connected lines, as HCM reports
8 Issue 5 2021 ©Cybertrek 2021 58 Hal Hargrave and Mike Alpert share learnings about spinal injury rehabilitation PHOTO: THE PERFECT STEP PHOTO: PHOTO: THE PERFECT STEP PHOTO: PHOTO: TECHNOGYM PHOTO:
PHOTO: SHUTTERSTOCK/MONKEY BUSINESS IMAGES BUSINESS SHUTTERSTOCK/MONKEY PHOTO: 64 Examining connected strength 50 Veg box deliveries, a useful upsell for members
72 Living longer better SUPPLIER SHOWCASES Our panel of experts – Sir Muir Gray, Tara Dillon, Stuart Armstrong 92 Precor and Elaine Briggs – discuss ways to Aneurin Leisure has refitted its upskill the workforce in response to gyms with new Precor kit the challenges of the pandemic
94 Hussle SHUTTERSTOCK/HALFPOINT PHOTO: 78 Aiming for equality Hussle has been working with Active Martyn Allison says the sector is Leeds to grow memberships comfortable when data confirms how good things are, but less comfortable 96 Safe Space when it exposes our weaknesses TRIB3 Edinburgh installed Safe Space lockers. We find out more 86 Floor it HCM rounds up the latest flooring 98 HCM directory news from across the sector, with contributions from TVS, Pavigym, 100 Research Paviflex and Physical Company A sense of purpose 100 Exercise creates purpose
©Cybertrek 2021 Issue 5 2021 9 www.HCMmag.com
MEET THE TEAM
GLOBAL MEDIA PARTNER ISSUE 5 2021
HCMmag.com @HCMmag
UNITING THE WORLD OF FITNESS Pete Ben Prickett Alderton Launches new UK gym p34 Talks about Solo60 brand, micro-gyms, p20 Andy Martyn Allison McGlynn p78 Reveals the GSquared Editor Publisher concept, p14
Liz Terry Jan Williams ON THE COVER Hal Hargrave Jnr Leading and inspiring in the world of +44 (0)1462 431385 +44 (0)1462 471909 spinal injury interventions, p58
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Managing editor Head of news Print Fit Tech magazine Steph Eaves Tom Walker HCM magazine is ZZZʛWWHFKJOREDOFRP +44 (0)1462 471934 +44 (0)1462 431385 available in print at +&0+DQGERRN ZZZOHLVXUHVXEVFRP ZZZ+&0KDQGERRNFRP ZZZ+&0KDQGERRNFRPSGI Digital HCM Online Read free online and enjoy ZZZ+&0PDJFRPDUFKLYH extra links and searchability HCM Ezine & Instant Alerts ZZZ+&0PDJFRPGLJLWDO ZZZOHLVXUHPHGLDFRPVXEVFULEH /HLVXUH2SSRUWXQLWHV Editor at large Assistant editor PDF ZZZOHLVXUHRSSRUWXQLWLHVFRXN Magali Robathan Megan Whitby A PDF edition is available ZZZOHLVXUHRSSVFRPDUFKLYH +44 (0)1462 431385 +44 (0)1462 471906 WRUHDGRʢLQHDW Buyer Search Engine ZZZ+&0PDJFRPSGI ZZZʛWQHVVNLWQHW Email us: [email protected]
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+44 (0)1462 431385 COPYRIGHT NOTICE Subscriptions HCM (Health Club Management) is published 12 times a year by Leisure Media, PO Box 424, Hitchin, SG5 9GF, UK. The views expressed in this publication are those +44 (0)1462 471910 of the authors and do not necessarily represent those of the publisher. All rights Circulation reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by means, electronic, mechanical, photocopying, recorded +44 (0)1462 471932 or otherwise, without the prior permission of the copyright holder, Cybertrek Ltd. Finance Printed by The Manson Group Ltd. Distributed by Royal Mail Group Ltd +44 (0)1462 471930 and Whistl Ltd in the UK and Total Mail Ltd globally. ©Cybertrek Ltd 2021 ISSN 1361-3510 (print) / 2397-2351 (online). To subscribe to HCM (Health Club Management), log on to Credit control www.leisuresubs.com, email [email protected] or call +44 (0)1462 471930. +44 (0)1462 733477 Annual subscription rates are UK £45, Europe £57, rest of world £80, students (UK) £22.
10 Issue 5 2021 ©Cybertrek 2021 GWS2021_Phase2_LeisureMedia.indd 1 4/27/21 10:42 AM HCM LETTERS
Fuel the debate about issues and opportunities across the industry. We’d love to hear from you – Write to reply [email protected]
Going down the restructuring route like Virgin is not without hazards
Matthew Padian Stevens & Bolton
Likened to a ‘CVA on steroids’, Virgin While Virgin Active’s plan could Active’s approved restructuring plan, encourage others to follow suit, the devised under the government’s number of restructures to deploy Part new Part 26A of the Companies’ Act 26A to date remains low. Launching 2006, raises the stakes in the ongoing such a plan is a heavily court-focused landlord vs tenant unpaid rent process – unlike a CVA – making it battle. However, concerns around expensive and time-consuming, so the threat of future restructuring this route is better suited to larger plans should not be overestimated. companies with secured creditors. Deals such as this can only be Going down the restructuring attempted by companies that route is also not without hazards. have encountered, or are likely to For example, companies considering encounter, financial difficulties affecting a Virgin Active-style approach their ability to carry on business. must be rigorous in avoiding any Admittedly, this is a low bar, but suggestion of procedural impropriety as we emerge from the pandemic, or that the voting classes have Virgin Active argued that without the restructuring greater attention will be focused been incorrectly constituted. They plan it would fall into on whether companies resorting also need to consider entering administration within days to restructuring plans such as this administration or seeking a are doing so for the right reasons. freestanding moratorium to get a hold on creditor action while plans make their way through the courts. Landlords entering into new leases may want to ensure forfeiture clauses come into effect in the event that tenants propose restructures and also that rent concessions fall away if restructuring plans are launched. OUnder the new Part 26A of the Companies Act 2006, High Court Judge Richard Snowden has given
PHOTO: SHUTTERSTOCK/SHUANG LI Virgin Active the green light to erase millions in rent arrears it had accrued during pandemic lockdowns. The company’s landlords argued there were other options available, such as selling the company. More: www.HCMmag.com/rent
12 Issue 5 2021 ©Cybertrek 2021 As a sector, we must continue to campaign for the same VAT
relief enjoyed by the UK ANYTIME FITNESS PHOTO: hospitality sector Randall says tens of thousands of new members have joined
Neil Randall Anytime Fitness
April was the busiest month for new Our clubs have made great early memberships at Anytime Fitness inroads in rebuilding their membership since we began trading in the UK, bases, but many have had more than with tens of thousands joining, eight months with no income in following unprecedented demand. the past year, with no deferrals on It would seem that more people sizeable payments, such as rent. than ever are seeing the importance The moratorium preventing of their own personal health, having commercial evictions has now come through such a challenging year. been lifted, presenting a significant As independent business owners, challenge to the industry. our franchisees have shared those As a sector, we must continue to challenges but have shown initiative campaign for the same VAT relief in attracting so many new members. enjoyed by the hospitality sector, as While these figures make fantastic well as legislative support around reading, our sector still requires landlord and tenant relationships. more government support to secure the future of facilities. More: www.HCMmag.com/randall
systems, while implementing the UN’s The opportunity exists to create The opportunity Sustainable Development Goals (SDG) a new model for health and exists to create by 2030 – specifically SDG 3 which wellbeing, based on prevention, early focuses on health and wellbeing. intervention and the use of different a new model COVID-19 has dramatically unveiled resources, such as social prescribing. health inequalities that exist in The World Health Innovation for health societies across the world, as well as Summit (WHIS) has a model that the fragile state of the world’s health. demonstrates that £1 invested creates Gareth Presch World We discussed how healthcare costs £36 of societal value, for example. Health Innovation Summit have been rising rapidly, creating The aim is to enable people and unsustainable demand and how current communities to thrive and improve During the Global Solutions Summit healthcare systems tend to be based their health and wellbeing, to in Berlin recently, I moderated an on a sick-care model. We also looked support existing health services expert panel with James Sanderson, at challenges with global staff shortages and create new and meaningful CEO of the National Academy of – predicted to be 18m by 2030 (BMJ). jobs while implementing the UN’s Social Prescribing; Roland Schatz, CEO, It was agreed a one-size-fits-all 17 sustainable development goals. UNGSII and Päivi Sillanaukee, Finnish approach to health isn’t working and A Global Social Prescribing Alliance ambassador for health and wellbeing. consumer preference for convenience playbook (link below) has also been The group discussed pandemic and affordability and demand created to support this work. recovery in relation to improving health for more efficient, personalised More: www.gspalliance.com and wellbeing and strengthening health delivery models is growing. and https://whis.uk
©Cybertrek 2021 Issue 5 2021 13 HCM PEOPLE
HCM people
Once we grow beyond Manchester we’ll go head to head with Equinox and Third Space Andy McGlynn Founder, GSquared
Tell HCM readers what’s been happening Having set out with the intention of building a gym to rival the most advanced in the world, we’ve absorbed all sorts of challenges, from Grade II listed building REVWDFOHVWKURXJKWRWKHLVVXHVWKHSDQGHPLFEURXJKWb Having discovered a site for the first gym location – a 12,000sq ft space in my beloved home of Manchester – we’re now three years further down the line and only weeks away from opening. On reflection, I’m grateful for this time, as it’s allowed us to enhance the product far beyond what I’d originally planned and I’ve also taken the time to increase my certifications – something I’ve invested in across 18 years of being a personal trainer and mentoring other PTs. This has taken me to new levels of knowledge that’s being percolated into the membership service.
How have you been coping with the stress? Stress happens when the body is in a sympathetic state. Learning how to keep switching out of this and into a parasympathetic state helps mitigate it. There’s a lot of adrenal support you can Andy McGlynn has been in administer to yourself and our gym members have WKHʛWQHVVLQGXVWU\IRU the same needs, which is why GSquared Clubs \HDUVDVDWUDLQHUDQGPHQWRU
14 Issue 5 2021 ©Cybertrek 2021 GSquared has been designed for the premium end of the market, with
LWVʛUVWORFDWLRQLQ0DQFKHVWHU8. PHOTO: GSQUARED PHOTO: GSQUARED
will be offering adrenal testing and blood panel GSquared is without question the most ZRUNDVRQHRIWKHVHFRQGDU\VSHQGRSWLRQVbb advanced gym in the UK. I’m certainly not setting One of the most challenging aspects of this out to upset or clash with other gym chains, journey has been the challenge of becoming but there’s no disputing that we’ve put the time, DFFXVWRPHGWRXQFHUWDLQW\ȲbNHHSLQJWKHIDLWK money, research and painstaking design time in and the focus, especially when others felt the WRFUHDWHDQHZVWDQGDUGDQGDQHZOHYHOb project was dead in the water or futile. However, even though the demands on each of us What’s your vision for GSquared? are incredibly high right now, I, for one, just don’t feel I was planning on moving on from the fitness fatigued at all. I’m doing this while embarking on my industry after years working with major (and fourth degree and continuing to fit in time to train. some smaller) chains – LA Fitness, Fitness I suppose when you’re working towards your )LUVWDQG':)LWQHVVWRQDPHDIHZȲbEXW OLIHȷVSXUSRVHIDWLJXHMXVWGRHVQȷWDSSHDUb KDGDVWURQJVHQVHRIXQILQLVKHGEXVLQHVVb I’m driven by a sense of guilt that as an I feel strongly that gyms have held back for too industry we could have done so much more long and members have lost out as a result. for our members and when I think of the eye- For more than 30 years, since gyms became watering attrition rates in some parts of the multi-site, most have focused on the physical and industry, it drives me to want to give more. neglected the emotional, mental and spiritual.
©Cybertrek 2021 Issue 5 2021 15 HCM PEOPLE
People train for one of two reasons – they love their body or they hate their body
GSquared incorporates all of these elements The jewel in the GSquared crown is the seven- of conditioning, empowering members to achieve step member journey we’ve affectionately their full potential by incorporating protocols, called ‘You Squared’. This involves members assessments and information to help with mental, going through seven in-depth assessments emotional and spiritual conditioning. We’ll never that take the standard gym induction and get optimal long-term physical benefits until we WXUQLWLQWRVRPHWKLQJLQFUHGLEO\YDOXDEOHb DGGUHVVWKHVHRWKHUWKUHHDVSHFWVRIZHOOEHLQJb We’ve also committed to giving every As a nation, we’ve fallen behind with our member four meaningful contacts every year health; something very wrong has occurred in on top of the engagement they have with the last 20-25 years, with obesity increasing from staff in the gym on a day-to-day basis. 15 per cent in 1993 to 27 per cent in 2020. We have more stress than ever before, 75 What else will make GSquared stand apart? per cent of the nation have some form of pre- Some things we’re keeping under our hat for now, diabetic or insulin management issue, 64 per cent but I can share that we’re the first commercial gym or have some form of sleep disruption and most PT studio in the UK to house a Bod Pod – the gold recently The Economist reported that male sperm standard for body composition analysis – and we’re counts have dropped by 54 per cent since 1974 JLYLQJWKLVVHUYLFHWRRXUPHPEHUVDVDVWDQGDUGIHDWXUHb which is in line with the continued drop in male Inside the gym, you’ll find quirks such as the assault testosterone in the last 30 years by 30 per cent. course, climbing wall and running track. We’ve also This all links back to GSquared’s core values infused as much nature into the place as possible, and purpose – it goes beyond the physical, with an aquarium, waterfall and cv ‘garden’. DQGLWȷVWLPHWKHLQGXVWU\XQGHUVWRRGWKLVb We’re affiliated to the CHEK and Poliquin PHOTO: GSQUARED PHOTO: Our strapline is ‘extraordinary as standard’ Institutes and all our PTs go through and we’ve gone to great lengths in every area what’s arguably the toughest interview of the business to deliver on that promise. DQ\ZKHUHXVLQJLWVILYHVWDJHSURFHVVb
The club will have a front of house operation, as well as relationship PDQDJHUVDQGDFKDXʞHXUVHUYLFH
16 Issue 5 2021 ©Cybertrek 2021 Green walls, an aquarium and a waterfall have been installed to bring nature into the club PHOTO: GSQUARED PHOTO:
The design of the club will blow members’ minds and as the full class timetable and access to the single-sex as part of this we’re bringing back a full Front of House saunas which are inclusive of all membership tiers. operation, which is something members appreciate. GSquared also has a members’ privilege card, The space could accommodate 3,000, but with discounts from our partners, including names we’ve created a member-to-floor ratio that will such as Selfridges, Harvey Nichols, Stock Exchange keep numbers between 800 and 1,000. Hotel, Sweaty Betty, Hotel Kimpton and more. We’ve ramped up cleaning to ensure the In addition to Platinum+, other packages are changing rooms are immaculate and that’s Platinum at £150/month and Executive at £95/month. where you’ll find our infra-red saunas – the EHQHILWVRIZKLFKH[FHHGVWDQGDUGVDXQDVb +RZPDQ\PHPEHUVDUH\RXWDUJHWLQJ" In total, there are also 15 high-quality and We’ll open with 400 – approximately half capacity and very relevant secondary spend lines available, we’re on course to achieve this. We’ll cap it at 800 to such as supplements, making GSquared one of DQGWKHQORRNWRGHYHORSDVHFRQGORFDWLRQb the most profitable gym models around. Our pitch to prospective members is that Finally, I personally train the staff myself to really a cheaper membership could actually cost help them develop and ensure the culture and them more, given everything we provide and FRUHYDOXHVRI*6TXDUHGDUHIXOO\DEVRUEHGb the high-end nature of GSquared has been incredibly well received in Manchester. :KDWȷVWKHIXOOH[WHQWRIWKHRʞHULQJ" If members invest in our top membership tier +RZPXFKKDYH\RXLQYHVWHG" (Platinum+ £225/m), they get a very full package, The current figure is £1.8m, which allows for re- which includes guaranteed class access, full use of the works and unanticipated structural challenges. facility, an appointed relationship manager, permanent I’ve personally contributed a third of that locker, laundry service three times a week, a chauffeur from personal finances and the rest has been service if they need to be collected or dropped off at relatively easy to find, if I’m honest. the office – basically anything they request, whether The interest and attention at an investment level it’s a pre- or post-workout drink or a fresh shirt. have been encouraging and I’m now in final discussions They’re also entitled to the You Squared journey – a for the next round of funding that will help us scale 12-week online transformation programme, as well quickly after the doors open for this first site.
©Cybertrek 2021 Issue 5 2021 17 HCM PEOPLE
We’re certainly looking at the international market. The US is looking most appealing at this point
As much as this first development has been The longer-term picture is to roll out into every protracted due to the pandemic, it’s been a blessing in city and financial district, with potential growth into disguise, as it’s given us the chance to review and make UHVLGHQWLDOORFDWLRQVDORQJVLGHWKHFRPPHUFLDOb FKDQJHVDQGDGGLWLRQVWKDWPDNHLWDVSHFWDFXODUVSDFHb :LOO\RXJRLQWHUQDWLRQDORUIUDQFKLVH" :KDWHTXLSPHQWKDYH\RXVSHFLʛHG" We’re not looking at franchising – I feel We went with Watson Gym Equipment for free too purist in what I’m doing – but we’re weights and resistance and Freemotion for cables. Ian looking at international markets. 7KRUSHRI)LWQHVV6\VWHPVKDVDOVREHHQLQYROYHGb Having consulted for gym chains in Europe, I’d intended to hit European cities first, but contacts :K\0DQFKHVWHU" and friends in the US are pushing me to go there first, I was born and raised in the city, so it made so WKH86LVORRNLQJPRUHDSSHDOLQJDWWKLVSRLQWb VHQVHȲbHVSHFLDOO\JLYHQWKHQXPEHURISHUVRQDO and corporate contacts I have here. :KDWȷV\RXUSODQIRUGHOLYHULQJRQGLJLWDO" This provides me with an unfair advantage over out- We’ve pretty much got it covered with the 12-week of-town fitness brands hitting the city. I feel a bit sorry online transformation, which is free to our members for them, as we’ve cornered the high-end market. and available at a small charge for non-members. Once we’re settled into the first site, GSquared +RZPDQ\ORFDWLRQVDUH\RXSODQQLQJ" streaming will be made available in people’s homes. We’re aiming to have the first three open I believe the streaming service will be well in the next year to 18 months. The second received by those who see GSquared as a site, which will be connected to a residential lifestyle brand that’s committed to utilising PHOTO: GSQUARED PHOTO: development, is currently at the legal stage. cutting edge research and information.
McGlynn says GSquared will be far in advance of other gyms in Manchester LQWHUPVRIWKHRYHUDOORʞHULQJ 18 Issue 5 2021 ©Cybertrek 2021 The climbing wall and assault course have been installed to bring variety and natural movement to workouts PHOTO: GSQUARED PHOTO: GSQUARED PHOTO:
Who are your competitors? their gym membership like anything else in their In Manchester, honestly? Nobody. The product and OLIHWKDWWKH\ZDQWWRVWUHWFKWKHPVHOYHVZLWKb service are so far ahead nothing comes remotely near. We’re engaging higher earners who are looking for What have you learned about yourself? something more exclusive, luxurious and personalised. Firstly, there’s always something productive you Once we grow beyond Manchester we’ll go can be doing; secondly, if you want something head to head with Equinox and Third Space. badly enough, you’ll make it work and thirdly, to I love competition – it’s what drives me. By step back and use time effectively. I’ve found that stretching ourselves and each other, we raise the even if that means doing something else for a game. A rising tide raises all boats, as they say. ZKLOHLWZLOOVHUYH\RXZHOOLQWKHORQJHUWHUPb With the resources behind me and a polished offering in GSquared, I’d say a few business owners Did you make changes due to the pandemic? out there need to start looking over their shoulders. We’re sharing more about gut health to give the best This is how it should always have been and perhaps information about natural defences against COVID-19. if this had been so, leaders in the industry could have With the gut underpinning our immune strength learned from each other, raised the standard together and with so many people having compromised and given members true benefits and tangible results gut health, it’s a consideration when it comes to and really influenced the health of the nation. understanding why we’ve had such a horrific time of it. It’s not a case of ‘vaccinate or nothing’ – there are What’s your take on the market? many factors that impact inflammation in the body I believe the only people wanting low-cost gyms in and a range of naturopathic protocols that can be years to come will be bodybuilders, powerlifters and deployed to give the best chance of survival, it’s sad those wanting a cost-effective space to lift weights. this knowledge hasn’t been more widely shared. From being the nemesis of brands such as LA Fitness, Fitness First and other middle market Final thoughts? operators, there are now people who want more. Most people train for one of two reasons – they love The achilles heel of budget facilities is their their body or they hate their body. That is the starting attrition rates and the stigma of being ‘low cost’ – as point for gyms. The more owners understand and people become more discerning, they’re treating respond to this, the more success they’ll have. O
©Cybertrek 2021 Issue 5 2021 19 HCM PEOPLE
We see a world where every major city has access to Solo 60 Ben Alderton Founder, Solo 60
Tell us about the venture How did you come up with the idea? Solo 60 is a unique alternative to the conventional I was running a PT business from April 2015 gym. We lease small, unused offices and retail units and until selling it to pursue Solo 60 in November transform them into high-end private micro-gyms that 2019, so effectively, I was my own customer. can be booked to work out solo or with friends or for The business had eight trainers and 350 clients PTs to train clients, with slots starting from 60 minutes. and I was looking to expand out of the gym we were :HKDYHWKUHHEUDQGVȲb6ROR6HVVLRQVZKLFK using so I could test new locations, scale and find new are pre-booked workouts, Solo 60 Studio for group clients, but I faced constant rejections from gyms that exercise and Solo 60 Stream, our virtual offering. wanted me to sign up to pay monthly fees and/or bring All bookings run end-to-end via technology my whole team of trainers and clients to that gym. so the first step is to download and register an I was looking for flexibility and so were my clients, account on our mobile app, which guides the who were being forced to sign up to the gym to user to find a space, select a time, duration and train with me. The lightbulb went off in my mind group size before confirming the booking. and I started to develop the concept for Solo 60. We send instructions and a PIN code so people can access the gym and enjoy it exclusively. How many sites do you have and what are your expansion plans? We currently have two sites in London – Shoreditch and Tower Bridge – but our expansion plans are huge. We aim to grow 10 times over in the next year and then set our sights on entering the rest of the UK and then Europe. We see a world where every major city has access to Solo 60.
Who’s advising on investment? When it comes to investment, I’ve done it all myself and learned a lot about raising finance
through angel investors and venture capitalists. PHOTO: SOLO 60 We’re currently closing a US$1m seed round which has been another huge learning curve.
Alderton has plans to roll out Solo 60 locations in the UK and globally
20 Issue 5 2021 ©Cybertrek 2021 7KHʛUVW6RORORFDWLRQLQ6KRUHGLWFK
ZLOOEHIROORZHGWKLVPRQWKE\D PHOTO: SOLO 60 VHFRQGORFDWLRQQHDU7RZHU%ULGJH
How has the Solo 60 concept developed since launch? Our Standard Place location in Shoreditch has been extremely successful, with close to 3,000 Solo 60 Sessions completed, while Brewery Square near Tower Bridge, which will open this month (June 2021), will see the launch of Solo 60 Studio for those who love group exercise. Solo 60 Studio will be limited to six people at one time and cover six unique concepts. Group exercise will be offered in all future locations and will sit Solo 60 is booked
alongside the original Solo 60 Session offering. PHOTO: SOLO 60 The group exercise content will also go out through an app and accessed with a PIN code via our third product, Solo 60 Stream.
What kind of vibe are you aiming for? An international award-winning interior designer What improvements will you called Bergman Interiors designed our first site make with your next site? and created a concept to roll out to future sites. We have ambitions to incorporate the technology We took this and bent it to suit each site’s quirks. from our digital products into the physical space. We’re going for a high-end feel with bespoke This is a huge mission in relation to how customers touches in each – for the gram, of course. will experience our spaces going forward.
Will you own and operate or also franchise? How much does it cost to use Solo 60? We’ve had a huge amount of interest and requests Prices vary depending on time, location for franchising the model and the technology but DQGPHWKRGRISD\PHQWȲbIRUH[DPSOH at the moment we have no plans to do so. using pay-as-you-go and credit packs. We’re extremely protective about the experience Our pay-as-you-go pricing is dependent Solo 60 provides and our plans for the future are to RQWKHWLPHRIGD\DQGȲbXVLQJVXUJHSULFLQJ own and operate all sites to maintain these standards. – on the demand for slots at that time.
©Cybertrek 2021 Issue 5 2021 21 HCM PEOPLE PHOTO: SOLO 60 SOLO PHOTO:
There needs to be a strong residential or office population locally, while our choices are helped by our amazing community, who are very vocal about where we should open next
Our credit pack option provides the best perks, such as a fixed-price booking (even at peak times), the option to book 14 days in advance (rather than the seven days offered for pay-as-you-go) and reduced cancellation The Solo 60 gym has been (four hours, instead of eight). These prices start at £17. designed to support a wide Overall, sessions start from £15, average £20 and are range of workout types £25 at peak times while using pay-as-you-go. Customers can share this cost by inviting friends through the app. Personal trainers are allowed to train small groups at no additional charge. Do people return? There are no contracts and users are free Absolutely! People have quit their gym memberships to cancel, upgrade or downgrade their credit and personal training contracts at well-known packs at any point without penalty. gyms to come to Solo 60 full-time. The number of sessions they book depends on whether they’re gym-goers or personal trainers but in both cases people reuse Solo 60 regularly and return often. PTs can use Solo 60 As an example, we’ve taken 80 bookings this week for one-to-one and from 25 unique customers. This is an average of group bookings three times per week per person. Clearly though, some use it once, some use it 5-10 times. We’ve had 300 unique paying customers so far from the 1,500 users on our app. Most of the inactive or low usage is due to location and will become active as we grow our network.
:KDWȷV\RXUVWDʡQJVHWXS" We’re a two-man team with a couple of teammates helping part-time and an army of amazing suppliers and contractors. We aim to
PHOTO: SOLO 60 grow this to 10 people in the next 12 months. Due to technology, we’re able to keep staff and staffing costs low and aim to just hire the strongest and most talented individuals.
22 Issue 5 2021 ©Cybertrek 2021 ABOUT BEN PHOTO: SOLO 60
Tell us about your first business I started a PT business in 2015 when I was 19 years old and sold it in 2019 to two fantastic new owners. This allowed me to pursue Solo 60 Who do you most admire while knowing my clients and in the industry? trainers would be looked after. Recently I’ve come to really admire Gymshark What’s the best founder, Ben Francis. piece of advice you’ve He’s an example of what’s ever been given? achievable, regardless of It comes from a mentor age, education or previous who told me that I should experience. He followed his sell my business and go passion for the fitness industry What are your criteria for locations? “all in” with Solo 60. and is a huge British success We select sites using data we accumulate to ensure I wasn’t sure at the time, story. I’d love to do the same. local demographics match ours. There needs to be as the previous business was a strong residential or commercial office population going so well, but after this What have you learned conversation, I took the leap. about yourself in locally and demand for (or from) personal trainers. launching Solo 60? We also look at the uptake of local gyms in the area. What advice do you have That I can deal with a Our choices are also helped by our amazing for other PTs looking to lot more than I ever community who are vocal about which areas to go launch their own ventures? thought was possible. to next – they answer our polls to allow us to gain Be brave, you’re already Running a start-up isn’t insight into where the interest is most focused. an entrepreneur! easy or glamorous, but my This was one of the reasons for choosing our SE1 Being a PT isn’t easy – you stubbornness and never-give-up London location – this area had been mentioned wear many hats; the front- attitude have served me well. more than 50 times on our feedback forms. end product, the back-end You get knocked back If customers shout loud enough and the data admin, the marketing machine hundreds of times and as a supports their requests, we’ll open up! and the customer service founder and leader, you need a ‘team’. Take these skills, serious amount of grit to keep Who’s advising on property acquisition? create a really great product pulling the business, your staff or service and build a team and those around you forward. Solo 60 uses a well-known London commercial around you to help you focus I’ve also learned how property acquirer that understands our business and is on the areas you’re good at. important family, friends and extremely experienced in finding suitable properties. I took too long to do this support networks are, as We’re also approached by agents outside our and could have grown faster if they’ll always be there, in the network who see what we’re doing, if they feel they I’d listened to my own advice! good times and the bad. may have suitable sites, which is really helpful.
©Cybertrek 2021 Issue 5 2021 23 HCM PEOPLE A bespoke steel rig sits at the heart of WKH6RORRʞHULQJ PHOTO: SOLO 60
Solo 60 is very COVID-19 friendly. I wish I could predict the future, but having started in 2019, I have to admit it’s just coincidental timing
Was it easy to get insurance? How do you deliver COVID-secure cleaning? Insurance was tricky because I had to literally Our sites get deep cleaned every morning with explain the concept to insurers and most struggled a special cleaning spray solution and topped up to wrap their heads around it. That said, we were with the best cleaning products for users to lucky to talk to a couple of forward-thinking clean before and after their own sessions. insurance companies and went with one of them. On days with particularly heavy-usage, They now have the business for our two sites and we also deep clean an additional time. we’re hoping to stick with them now on an ongoing basis. :KDWNLWLVRQRʞHU" Solo 60 seems a very COVID-19 friendly Each site has a bespoke steel rig at its heart, format – is this just a coincidence? with a variety of equipment that anyone Solo 60 is very COVID-19 friendly and I wish I would need in a traditional gym. could predict the future, but having started out in This includes cardio equipment ranging from 2019, I have to admit it’s just coincidental timing. treadmills to bikes and/or rowers. We also offer My original plan was to create a gym offering for half racks, cable machines, 2.5kg-40kg dumbbells, people and PTs who wished they had their own gym a huge array of kettlebells, balls, suspension that gave them privacy, freedom and flexibility, but trainers, boxing bags and much more. it quickly became apparent it also had a great fit in Customers can find a list of equipment the wider market for those who were conscious inside each gym on our app, along with of COVID-19 and desired a safe space to train. site photos and a description. O
24 Issue 5 2021 ©Cybertrek 2021
news
IHRSA partners with MedFit to intensify healthcare relationship
HRSA has signed a MedFit Education Foundation partnership deal with and MedFit Network. I MedFit, a professional The partnership will membership organisation provide medically-based for fi tness and allied fi tness education training, healthcare professionals. as well as access to medical The collaboration is part fi tness specialist courses and
of plans to intensify the a number of other projects STUDIO SHUTTERSTOCK/EZ-STOCK PHOTO: relationship between fi tness and which look to bring fi tness and healthcare globally – and will see healthcare closer together. IHRSA work together with the Among the fi rst initiatives will
PHOTO: IHRSA be a programme of medically- based fi tness education training being provided at the IHRSA International Convention & Trade Show (IHRSA 2021) in The partnership provides medical-based fi tness education Dallas, US, later this year. IHRSA interim president for leading the world to MedFit founder Lisa and CEO, Brent Darden, said: a healthier lifestyle. Dougherty said: “Chronic “MedFit’s lead positioning in “This is an opportunity for illnesses and the behaviours Our mutual the emerging medical fi tness the fi tness industry to that cause them account for organisations embrace space has been very impressive. up-level its education and the majority of healthcare the transformation of “Our mutual organisations services to be on the front costs today worldwide.” fi tness and wellness embrace the transformation line of healthcare and position Brent Darden, IHRSA of fi tness and wellness the sector as essential.” More: http://lei.sr/j8x5k_H
TRIB3 and Urban Gym Group sign 20-site deal for Benelux
RIB3 has secured a PHOTO: TRIB3 franchise deal which will T see it open 20 studios TRIB3 PHOTO: across Belgium, the Netherlands and Luxembourg. The boutique operator has signed the area development deal with Dutch entrepreneur and investor, Jordy Kool, who has been Our property team is given exclusive territory already in advanced rights to the Benelux region. discussions on several Kool is the co-CEO of Urban other locations Gym Group (UGG) and the The fi rst UGG TRIB3 site will open in Amsterdam in 2021 Kevin Yates, TRIB3 TRIB3 sites will be managed within the portfolio of UGG. The plan is to roll the 20 store in Benelux will open “Jordy and I share a lot of The franchise agreement sites out across fi ve years, later this year, in Amsterdam. the same values and both follows Kool becoming an with six to open in the fi rst “Our property team see massive opportunities investor in TRIB3 in early 2021, two years of the agreement. is already in advanced for growth in the industry.” through his investment group, According to TRIB3 CEO, discussions, along with UGG, on Iron Asset Management. Kevin Yates, the fi rst TRIB3 several locations,” Yates said. More: http://lei.sr/d4x7X_H
26 Issue 5 2021 ©Cybertrek 2021 Get live news at www.HCMmag.com
WHO steps up policymaking for physical activity sector
he World Health Organization (WHO) PHOTO: SHUTTERSTOCK/LIGHTFIELD PHOTO: T has launched a webinar series to explore the future of physical activity and FIONA BULL/WHO PHOTO: sport in a world aff ected by the COVID-19 pandemic. Consisting of eight webinars, the programme involves The webinars will explore industry leaders discussing diff erent dimensions the practical actions needed of what it will take to during COVID-19 recovery build back better under the title reINVENT & Professor Fiona Bull Recommendations from the webinars will inform WHO policy reBUILD: Working together for a stronger, fairer and more 2021, four emerging and stronger: opportunities for build better links between inclusive physical activity interconnected challenges exercise, fi tness and health’. health and fi tness sectors. and sport system for all. will be explored to identify Led by moderator Amanda Fiona Bull said: “The webinar Recommendations arising practical actions: innovation, Harding (Convene) and series will explore diff erent from the webinar series will accountability, partnership, use chair Fiona Bull (WHO), the dimensions of what it will inform WHO and stakeholders’ of evidence and investment. panels discussed how the take to build back better future policy and practice. The fi rst webinar took sector can best engage more from the pandemic.” During the talks, which place on Thursday 27 May people to be more active are running until September and was titled ‘Build forward and the opportunities to More: http://lei.sr/G8Q3n_H
US GYMs Act would provide sector with US$30bn in grants
he US fi tness industry The GYMs Act was tabled in is mobilising to support the US Senate on 13 May by T the Gym Mitigation and senators Tammy Duckworth Survival (GYMs) Act, which (Democrat, Illinois) and Jerry could provide up to US$30bn Moran (Republican, Kansas). in grants to health clubs and If passed, the GYMs Act
studios at risk of closure. would enable businesses to SHUTTERSTOCK/CRISPYPORK PHOTO:
US SENATE/RENEE BOUCHARD claim grants of up to US$25m. It is the second time that US lawmakers have looked to pass legislation that would provide fi nancial help to the hard-hit US health and fi tness industry. US Senator Tammy Duckworth said: “This bipartisan bill will help gyms This will help gyms have have the resources they the resources they need need to get to the other to get to the other side of this pandemic.” side of the pandemic Senator Tammy Duckworth More: http://lei.sr/D9r8j_H The GYMs Act would help businesses under threat of closure
©Cybertrek 2021 Issue 5 2021 27 news
The Gym Group posts stunning results in return to trading
he Gym Group reported with England on 12 April 2021 it outperformed all – resulting in total membership T its own expectations increasing from 547,000 at in the six weeks of the end of February 2021 to
operations following the 729,000 by 24 May 2021. GROUP THE GYM PHOTO: reopening its 180+ clubs. Members’ keenness to get The group said there had back on the gym floor is also been “strong demand for the reflected in gym visit data return to gyms” since lockdown being “extremely strong”. restrictions on gyms were The average number of eased across the UK – starting visits per member per week
PHOTO: THE GYM GROUP since reopening stands at 1.5 – compared with 1.1 for the comparative period in 2019. All of the Gym Group’s sites are back trading and all of its The company has opened four new gyms since 12 April 2021 members are now paying, with the free freeze option having cleanliness protocols. The performing “extremely been removed on re-opening. Gym Group has opened four well” and have grown strong Encouragingly, member new gyms since 12 April – in levels of membership. Visits per member and satisfaction scores are Chichester, York, Cambridge “Visits per member and new joiner sign-up rates signifi cantly higher than and London Sydenham, taking new joiner sign-up rates are are at record levels pre-COVID-19 levels, reflecting the total estate to 187. at record levels,” he said. Richard Darwin, The Gym Group positive feedback from Richard Darwin, CEO, members on safety and said all four new gyms are More: http://lei.sr/S2x3G_H
Swimming teachers given new resources to develop mindfulness
he Swimming Teachers’ PHOTO: STA Association (STA) T has partnered with a psychologist to provide new mindfulness and wellness resources for its members. The new wellbeing and mindfulness activity guidance PHOTO: SHUTTERSTOCK/MONKEY BUSINESS SHUTTERSTOCK/MONKEY PHOTO: has been designed to help swimming teachers care for Millions of children and support young learners’ have lost out on wellbeing and mindfulness the opportunity to during lessons, at a time access their lessons when the eff ects of the The resources will help swimming teachers support learners Zoe Cooper, STA pandemic are still being felt. Developed in partnership activities and comes with a Zoe Cooper, STA’s to access their lessons during with Dr Alexandra Barnett, separate parent guide and commercial director, said: lockdowns and for many, a chartered counselling a digital marketing pack “Swimming has been hit this will have aff ected their psychologist, the 17-page containing posters, social hard by the pandemic. confi dence and competence.” guidance note contains media banners and a logo “Millions of children have 30 diff erent mindfulness for swim schools to display. lost out on the opportunity More: http://lei.sr/e9f2E_H
28 Issue 5 2021 ©Cybertrek 2021 Get live news at www.HCMmag.com
Cancer patients prescribed exercise as part of new approach
new pioneering approach PHOTO: SHEFFIELD HALLAM looks to help cancer patients prepare for and
A KNESCHKE SHUTTERSTOCK/ROBERT PHOTO: respond to treatment by off ering them a combination of exercise, nutrition and psychological support. Launched by Sheffi eld Hallam University’s Advanced Exercise, changes to Wellbeing Research Centre diet and psychological (AWRC) and funded by support can help reduce Yorkshire Cancer Research, negative side eff ects the new programme will Robert Copeland, AWRC The programme is designed to optimise cancer treatment provide tailored support and guidance for each save lives by reducing the out to include patients with to prepare for and recover individual who takes part. likelihood of cancer returning other forms of cancer. from their treatment. Designed to optimise cancer following treatment. The pilot is expected “Evidence suggests a treatment, minimise the To begin with, patients to start in the autumn. programme of exercise, length of time spent in hospital with cancer of the lungs, Professor Robert Copeland, changes to diet and and reduce the likelihood of colon, oesophagus, stomach director of Sheffi eld Hallam’s psychological support can help complications from surgery, and small intestine will be AWRC, said: “We want to reduce negative side eff ects.”. AWRC expects the method to part of an initial pilot, before help improve the way we improve recovery rates and the programme is widened support people with cancer More: http://lei.sr/j4H9M_H
Alan Leach reveals West Wood Club’s new outdoor studios
rish health club chain – and have been made possible West Wood Club is as many of the group’s six I launching a new outdoor health clubs are big enough exercise concept. to add outdoor studios up CEO Alan Leach said the to 10,000sq ft in size”.
spaces “will include big The company has invested CLUB/FACEBOOK WOOD WEST screens, lighting and stages €300,000 in the new group
LINKEDIN/ALAN LEACH exercise brand, Outfi t. “We’re looking forward to launching our new group fi tness studio brand,” said Leach, who was elected chair of the board of IHRSA on 30 March. He assumes this position on 30 June. The new Outfi t studios will Some of our clubs are allow classes will take place in big enough to add purpose-built, open-air – but outdoor studios up to covered – exercise areas. 10,000sq ft in size Alan Leach More: http://lei.sr/g5R7Y_H The covered, open-air spaces will enable group exercise
©Cybertrek 2021 Issue 5 2021 29 news
Nuffi eld research: 8.8m Brits have done no exercise in past year
early four in fi ve (73 say their mental health has per cent) Britons are become worse in the past year. N failing to meet NHS The fi gures come from the recommendations Nuffi eld Health Healthier on exercise as a result Nation Index, launched by of successive lockdowns the healthcare charity, which
leading to the formation is based on a comprehensive PRODUCTION SHUTTERSTOCK/BAZA of unhealthy habits. survey of more than 8,000 In addition, there’s evidence Britons. Nuffi eld says the of a growing mental health study off ers one of the crisis, as 41 per cent of Brits most detailed looks at the
FLICKR.COM/ANDREWCAMPBELL1/CCOMMONS nation’s health since the start of the pandemic. The Index reveals that, on average, a third of Britons (33 per cent) agree their physical A quarter of people over 55 have done no exercise at all health is worse now (as of April 2021) than it was a year for the Healthier Nation Index, to make sure we don’t store ago, with older age groups said: “This research shows up problems for the future. reporting the worst decline. the pandemic has had a “It is deeply worrying We must help people Only 10 per cent of those signifi cant impact on the that 1 in 4 people over the get active to make aged 55 and over said their nation’s mental health and age of 55 haven’t exercised sure we don’t store up physical health has improved. on our ability to exercise. at all in the last year.” problems for the future Reflecting on the fi ndings, “The focus must now be Judy Murray Judy Murray OBE, ambassador on helping people get active More: http://lei.sr/U9m4G_H
Retrain to Retain scheme to help 25,000 fi tness professionals
new job retention PHOTO: CIMSPA scheme, backed by A National Lottery funding, has been launched to
support fi tness and sports ENGLAND SPORT PHOTO: professionals in England. Retrain to Retain is designed to support up to 25,000 fi tness and sports coaches who have had to fi nd work Retrain to Retain will outside the sector during be a major boost to the COVID-19 pandemic the sport and physical and will prioritise those activity workforce working in areas of economic The scheme will be administered by CIMSPA and partners Tara Dillon, CIMSPA deprivation or supporting under-represented groups. It will also off er support to operation and addressing Tara Dillon, CIMSPA CEO, Sport England is investing up to 5,000 self-employed skills shortages by funding the said: “Retrain to Retain will be £5m in the scheme, which is people or micro-businesses costs of essential training. a major boost to the sport and providing training, resources, and more than 500 employers Retrain to Retain will be physical activity workforce.” and tools to help fi tness to reopen their businesses, administered by CIMSPA and professionals return to work. by reducing the cost of a consortium of partners. More: http://lei.sr/S2x2p_H
30 Issue 5 2021 ©Cybertrek 2021 Get live news at www.HCMmag.com
‘Breakthrough moment’ for exercise referral programmes
kactive has published new data from the PHOTO: SHUTTERSTOCK/SATYRENKO PHOTO: U National ReferAll PHOTO: UKACTIVE Database (NRD) – the UK’s fi rst open-access database for exercise referral schemes. The data shows that since its launch in 2019, the NRD – which records outcome data This database is for patients participating integral to the success in the schemes – has grown of exercise referral to represent 40,000 unique schemes in the future persons who were referred to Matthew Wade, ukactive The NRD records outcome data for patients on referrals one of 123 exercise referral schemes across the UK, schemes have not been able NRD holds the key to unlocking of schemes, so we can between 2012 and 2021. to provide conclusive evidence best practice and transforming increase the effi cacy and The sample has been of their eff ectiveness, due to how referrals are delivered. consistency of our services.” taken from more than their variability and the data Wade said: “This database The NRD was developed 600,000 exercise referral representing only a small is integral to the success of by ukactive, the National scheme records captured proportion of schemes. exercise referral schemes Centre for Sport and Exercise within ReferAll’s database. According to Dr Matthew in the future, ultimately Medicine and ReferAll. Until now, data available Wade, head of research and providing the guiding concerning exercise referral development at ukactive, the evidence for the improvement More: http://lei.sr/E6a4u_H
A million hospital admissions linked to obesity in 2019-20
here were more than among adults and children. one million admissions It shows that, in total, there T made to NHS hospitals were 1.02 million Finished during 2019-20, where Admission Episodes (or obesity was a factor. FAEs – the fi rst period of The fi gure comes from admitted patient care under NHS Digital and its statistics one consultant within one PHOTO: SHUTTERSTOCK/PRESSMASTER PHOTO: on obesity, physical activity healthcare provider) with and diet; England, 2021 – an obesity as a primary or annual compendium of data secondary diagnosis. This on obesity, including hospital marks a signifi cant increase admissions, prescription of 17 per cent on 2018-19. items and obesity prevalence Women accounted for two-thirds (64 per cent) of admissions where obesity was a factor. Around two thirds In total, around two of UK adults are now thirds of UK adults are now overweight or obese overweight or obese. NHS Digital More: http://lei.sr/M5H8W_H Two thirds of admissions linked to obesity were women
©Cybertrek 2021 Issue 5 2021 31 Get live news at news www.HCMmag.com
54 per cent of public sector facilities are at risk of closure
housands of UK public Her strongly-worded letter sector health clubs and outlines how more than 400 T leisure centres are under gyms, pools and community threat of permanent centres have already shut since closure, unless the government the start of the pandemic. provides increased fi nancial She also highlights that the support for the sector. impact had been particularly
That is the warning issued severe for small and medium- IMAGES SHUTTERSTOCK/FLAMINGO PHOTO: by ukactive chair Tanni sized organisations and said Grey-Thompson in a letter failure to provide tailored written to PM Boris Johnson. support “will contribute to
PHOTO: UKACTIVE a worsening of our health inequalities, with inactivity levels continuing to climb”. In the letter, Grey-Thompson urges the PM to deliver More than 400 community facilities have already closed on the priorities set out in the Queen’s Speech, which to request your support, and than half (54 per cent) of included a pledge to “deliver for you to personally intervene, England’s leisure centres that a national recovery from the to ensure that thousands are operated by trusts or We need to ensure that pandemic that makes the UK of gyms and leisure centres under Leisure Management thousands of gyms stronger, healthier and more are able to stay open.” Contracts (LMCs) are at risk and leisure centres are prosperous than before”. The letter follows a of closure within six months. able to stay open In her letter, Baroness Grey- new survey by ukactive, Tanni Grey-Thompson Thompson writes: “I’m writing which has found that more More: http://lei.sr/r6Z9G_H
Parkrun study: low risk of COVID-19 transmission at outdoor events
report commissioned by Parkrun has estimated that allowing
A PARKRUN PHOTO: mass-participation outdoor events carries an Our analysis was “exceptionally low risk” of undertaken using COVID-19 transmission. COVID-19 prevalence The study, by Professor levels for March 2021, Clive Beggs at Queen Mary and the results revealed University of London, utilised that Parkrun events are data published by the Offi ce for likely to be very safe National Statistics from March Clive Beggs, Queen 2021, looking at the prevalence Mary University of the virus, alongside antibody The study predicted the prevalence of the virus at races levels within the population. The study found that, on at events where an infectious prevalence levels for March the road races held during the average, if Parkruns had been person did participate, there 2021 and the results revealed pandemic, which have been open in March this year (2020), would have been an average that Parkrun events are characterised by a noticeable there would not have been an R value of only 0.057. likely to be very safe. lack of infectious outbreaks.” infectious person present at 30 Professor Clive Beggs said: “This fi nding appears to be per cent of events. Importantly, “Our analysis used COVID-19 supported by evidence from More: http://lei.sr/k3F5v_H
32 Issue 5 2021 ©Cybertrek 2021 PREMIUM ART OF CRYO SOLUTIONS
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We’ve developed a property portfolio with a value in excess of £500m, as well as establishing award-winning management platforms across the student, hotel, gym and living sectors Pete Prickett
The co-founder of Pure Group is now growing the Bricks Group, a new business based on student wellness accommodation, fitness, and hospitality, with a new gym chain currently launching in the UK and Europe, as he explains to Liz Terry
What’s your background? After growing up in the countryside of Devon, I headed off to Hong Kong via a few student years in Liverpool, starting out as a tennis coach. The company I worked for had great people and a leisure arm which invested in the first mainstream fitness brand in Asia, and I was fortunate to be involved at a junior level from the outset with a team of eight starting the journey.
Growth was rapid and I grew with the company PHOTO: BRICKS GROUP ȲbIDVWIRUZDUG\HDUVZLWKORWVRIIXQDQG learning, and I co-founded the Pure Group in Asia after joining as an equity partner following the opening of two initial Pure yoga studios. We built a great team and became the most successful fitness and leisure brand in Asia (that’s P\RSLQLRQDQ\ZD\ ZLWKPRUHWKDQORFDWLRQV and thousands of members. We learned the power of the brand we’d created in what was seen as an already well-established market. I then founded Bricks Group while still based in Hong Kong and left Pure Group to pursue my passion with Bricks full-time, becoming based in the UK around eight years ago. Bricks has developed a property portfolio with a value in excess of Prickett is leading the rollout of ePDVZHOODVHVWDEOLVKLQJDZDUG WKH%ULFN*URXSEUDQGVLQʛWQHVV winning management platforms across the hospitality and residential markets student, hotel, gym and living sectors.
34 Issue 5 2021 ©Cybertrek 2021 PHOTO: *TRUE STUDENT RʞHULQJRQZHOOQHVVZLWKSK\VLFDO DQGPHQWDOKHDOWKDSULRULW\ True Student has based its its based has True Student HCM PEOPLE
Each True Student development includes a fully kitted out gym as part of WKHDFFRPPRGDWLRQRʞHULQJ PHOTO: BRICKS GROUP BRICKS PHOTO:
The brands and teams within each vertical are what makes this fun and possible. Teamwork and an appreciation for individuals at all times is the key to long-term success. A great, positive mindset, passion and persistence are essential and that’s always a lot easier with the right people around us each day. Every day is different and exciting to us; we love to enjoy what we do, and we’re always looking at how we can work with great people.
What’s your vision for your True Student brand? Much of my passion comes from my experience in the health club business, an environment
in which you’re genuinely working for GROUP BRICKS PHOTO: positive change in your clients’ lives. When we entered the student accommodation Tell us about True’s focus on wellness sector in 2015, most operators seemed to Many of our team members come from view their guests as a commodity, engagement the leisure and hospitality sectors, so they with them was seen as transactional rather know how to put our guests at the heart of than transformational and we knew we could the experience and deliver it through our make a significant difference in a large market True Life platform, with the wellbeing of our that we believed was being poorly served. students at the heart of everything we do. As parents, we collectively have good insight We haven’t just ticked the box for our gym, into this opinionated and well-informed student rather we’ve purposely designed our training demographic and we knew that building the brand spaces for the student sector, with leading before the business was critical to success. The brands such as Escape and Technogym, who True brand vision is that it’s not what we do, share our passion for wellness and providing but how we make our guests feel; that to fully students with world-class facilities. experience life as a student, you must experience As part of the True Life experience we ‘True’, and it’s this principle that has allowed us provide personal training, nutrition talks, to disrupt the market while becoming one of the classes and seminars – anything fitness-related leading student accommodation brands in the UK. that provides that educational service.
36 Issue 5 2021 ©Cybertrek 2021 In breaking news, Prickett has announced Bricks Group is bringing NEW its U Time brand to Europe PHOTO: BRICKS GROUP BRICKS PHOTO: LAUNCH
What’s the state of play with the development of the U Time gym chain? Currently our clubs are in Hong Kong and Thailand, with deals done in the UK and a number of South East Asian countries for more sites. Our European launch is an exciting opportunity for us to tie U Time in with our True Student accommodation offering. U Time goes global We’re bringing best in class wellness Bricks Group has announced it will launch solutions for all students and outside this we’ll be looking to set up franchise its U Time gym brand into the UK, with partnerships and full-owned gyms. the first site earmarked for Swansea
Why bring a new gym chain to market at this time? industry to build, restructure and How do you personally Never has health and fitness been grow club operations in a scalable feel about the venture? PRUHDWWKHIRUHIURQWȲbZKDWDQ format with sustainable results. Excited and optimistic. amazing time to bring a new and We’re also on the lookout energetic brand to the market. for great people to help us What floor area will you favour? expand across Europe. With clever design we can What gap do you see? look at anything as low as There’s always a gap for brands What will the philosophy 2,000sq ft and upwards. that offer great experiences. We’re of the U Time brand be? looking to bring our exciting brand It’s not just a beautiful box of What elements will the clubs include? to new places and areas, giving the HTXLSPHQWȲb87LPHH[WHQGVEH\RQG community more great choices. the four walls of a gym, enabling Strength, cardio and functional guests to train anywhere, offering training with the offer of group Who will run U Time? innovative solutions that keep them classes and personal training. U Time started in Asia and we’ve on track to achieving their wellness now hired an amazing team, lead by goals – we recognise health, sleep, How will you use tech? Ray Bolivar to develop the brand. mindfulness and nutrition are We want people exercising whether Ray has experience operating, important to wellness, so we make it’s in our space or out of it. There’s expanding and innovating within sure we offer a balanced view of these. a huge focus on tech to give our the world’s top fitness brands community the tools to help train, from New York City to most Who will fund this initiative? eat, rest and recover smarter. major capital cities in Asia. We are self-funded, U Time is We also have an online training He brings three decades of a really exciting addition to the app that guides the training journey experience in the health and wellness Bricks portfolio of brands. wherever members are, manages their memberships and enables the booking of PT sessions and gym classes.
What age groups and demographics will be targeted? 14 and upwards. We take an inclusive approach, so we don’t focus on age, we focus on how we make our members feel, you can’t put an age on that! U Time gyms will be owner-operated and franchised HCM PEOPLE PHOTO: BRICKS GROUP BRICKS PHOTO:
True Student accommodation RʞHUVJDPHVURRPVFLQHPDV VRFLDOVSDFHVDQGVWXG\ EHGURRPVXLWHVZLWKNLWFKHQV PHOTO: BRICKS GROUP BRICKS PHOTO:
In addition to physical wellbeing, student mental health has always been important, but now even more so, which is why we’re the only student accommodation provider to have an in-house professional advisor. Dominique Thompson, an award-winning and widely-published student mental health expert, with more than 20 years’ clinical experience caring for students, develops our unique strategies to identify concerns and provide direction, care and support to both our students and our staff.
Will you add more wellness elements? We’re tirelessly working to stay up to date with trends and believe what we currently have is a comprehensive package. However, we’re always GROUP BRICKS PHOTO: listening, looking and learning – trying to find new services to offer our student guests and are looking to talk to people who have interesting ideas. The bigger picture for us is to look beyond How is True different from our own business and champion wellness for the other student offerings? whole student sector, encouraging the industry Importantly, our number one focus and partners to come together, to have a collective is not just on being different. mindset when it comes to innovative products, Recognising we’re in the ‘hospitality’ sector, services and experiences; we believe this is the best and relentlessly focusing on guest experience way of supporting students in the longer term. has enabled True to establish itself as a premium brand in a fairly vanilla marketplace. What’s the commercial rationale It’s apparent from our winning the 2018 behind the wellness integration? Property Week “Best Student Halls of It was less of a commercial decision and Residence in the UK” award – for a development more of an essential component – it in Glasgow’s West End – that we bring was a must-have of the brand. something exceptional to the marketplace. True provides the very best experience Subsequent awards for guest experience and for our student guests and by making this a staff commitment demonstrate this further. core part of the True Life experience, we We’re proud to be leading the student translate this into commercial gain by way of accommodation sector in areas such as higher occupancy and rates. To be the leading quality of accommodation, guest experience, brand for students is a commercial objective investment in wellbeing and specifically, and wellness is an essential part of this. student mental health support.
38 Issue 5 2021 ©Cybertrek 2021 PHOTO: BRICKS GROUP
Bricks Group is on-site with new developments across the UK in the student accommodation, residential and gym markets. Shown here, the site in Swansea
We’re targeting an additional 30,000 beds over the next five years, through a mix of the group’s own developments and third party projects
The True brand is as important internally as well as full asset management, development as it is for our guests and gives our management and operational management. teams a strong sense of purpose. We’re targeting an additional 30,000 beds over Ultimately, we want our guests to have a fun the next five years, through a mix of the group’s and rewarding experience while they’re with own developments and third party projects. True and we wish them well going forward. What generational changes do you How many True developments expect to see in student populations are you planning? over the next 10 years? True is an integral part of the Bricks Group, We’re always conscious of striking the right and the group’s development division has balance between focusing on the here and delivered around 2,700 beds so far, with another now and looking at the future. Trends come 1,000+ in the pipeline on secured sites. and go, but there are big themes that remain In addition to managing the group’s student consistent; the clear and well-established assets, True has now launched its own ‘asset- link between great wellbeing – both physical light’ platform and manages developments and psychological – and great academic for third party owners and developers. performance, the need to support students with We’ve just secured a 1,000-bed development a ‘home away from home’ feeling and helping in Liverpool, where the brand will provide the students to feel connected, while recognising award-winning experience to student guests, and respecting that they’re all individuals.
©Cybertrek 2021 Issue 5 2021 39 HCM PEOPLE
We’re about to launch Thrive, a class-leading co-living platform and we’ll continue our growth by developing world-class branded hotels. We love to explore anything that has a roof
Our goal is always to ensure students are
PHOTO: BRICKS GROUP the most supported people in our business, it’s why wellness for us is not just about looking fit, it’s a whole spectrum. It’s about feeling the best you’ve ever felt in mind and body and it comes back to the True brand mantra: “It’s not just what we do, it’s how we make you feel”. It’s this that we see standing the test of time today and over the next 10 years and beyond. Within that period, there will certainly be lots of processes and technologies that will influence all generations. Our challenge as a business is bringing them down to a human level so we preserve that human connection and feeling that we uniquely provide to our students.
How are your developments funded? Bricks Group is a 100 per cent privately- owned business and to date we’ve invested more than £200m in the True developments themselves, together with several millions of pounds in creating the brand and platform and assembling our brilliant management team.
How has the pandemic changed your plans and direction? Hardly at all! We recognise and have experienced the obvious challenges in these unfortunate times. This year every student operator and hospitality owner is experiencing what we hope to be short- The goal is to ensure students term challenges, but we welcome rising to these. are the most supported In fact, we’re in the process of securing two people in the True Student new additional development sites and will business, says Prickett continue our expansion as planned. We still recognise the long-term appeal of the sector and the need to provide students with world-class living facilities during their time at university.
40 Issue 5 2021 ©Cybertrek 2021 Bricks Group is going into DVVHWPDQDJHPHQWRʞHULQJ PHOTO: BRICKS GROUP operational management for third party developers
Is True competing with local gyms and we only see the sector growing further and by taking the £20/month they would faster, and in particular, with great brands. allocate to a gym membership into their rent for True? What’s the longer-term plan? This isn’t intended to take away market share We’re expanding the True brand services to include or disadvantage local businesses, but is aimed asset management, development management squarely at our student guests being able to and operational management to third party take advantage of the convenience, choice, developers and owners, and we’re looking to privacy and cost-saving benefits of having a scale it across the UK as well as overseas. We gym as part of our True Life experience. are soon to launch Thrive, which will be a class- I’m in no doubt that we have student guests that leading co-living platform and we’ll continue our also have memberships at other gyms, and part of growth by developing world-class branded hotels. the wider Bricks Group strategy being discussed is We love to explore anything that has a roof the launch of a stand-alone fitness brand in the UK. and offers an exceptional experience, so we’re exploring various other sectors that include ‘built- Which is most profitable – student to-rent’ and a new gym chain, as well as any other accommodation, hotel or co-living ideas that people may have. We are always on the space and how do these relate to look-out for opportunities where we can add value each other in the portfolio? with like-minded, creative and authentic partners. We don’t just look at the individual assets alone, but in operating across all three sectors; Tell us about the Bricks team we identify where the needs are and develop We never forget that at the heart of our growth plans from there. We operate a business is the people with whom we work particularly buoyant business, but what is more and the relationships we form, both within the profitable today, is not always more profitable company and outside of our teams. We work tomorrow. The skill is in anticipating the trends. very hard to nurture these and we’ve got a For example, if you look at the student sector great team at Bricks Group that makes all of over the last 3-5 years, we see record growth in this happen, dedicated to creating amazing guest asset transactions of more than £5bn last year experiences and sector-leading brands. O
©Cybertrek 2021 Issue 5 2021 41 SPONSORED
COME JOIN THE PARTY Excite Live
elcome to the world of creative Tailored training – personalise the experience fitness, where exercise and fun The advanced digital user interface, Technogym merge to change the way we train. Live, inspires people to embrace exercise and make W The way people train is changing it a part of their daily lives to achieve results. as the demand for content and Using AI technology, members have access experience has exploded and this will shape the to all their favourite apps, training stats next evolution of training. Technogym is leading and preferences all in one place providing a the way with exciting new training experiences personalised experience as unique as them. through its innovative cardio range, Excite Live. Not forgetting the universal wireless A seven-piece range, Excite Live has smartphone charging –a much-needed revolutionised training, thanks to the Technogym feature for on-the-go members. Live platform which uses artificial intelligence technology and immersive content to give Mobile connectivity – your world with you training an advanced level of personalisation. Members can go about their daily life while Excite Live is designed around four key pillars exercising, by logging into the Mywellness app via – tailored training variety, connectivity, ‘space- their Apple or Samsung smartwatch. This.will open savvy’ and sustainability – to offer a meaningful, their favourite social media apps, offer suggested engaging, and personal training experience. workouts and present them with their training stats.
Here we explore two operators adopting Excite Live
Ignite Fitness Ignite Fitness has taken inspiration from around the world to create a club with stunning décor and unforgettable experiences. “We believe a gym should have a personality, with an atmosphere that gets people going,” says owner Andrew Charalambous. “We were clear about the experience we wanted to create – a gym space that is fun, dynamic and always welcoming. “Technogym completely understood what we needed as a brand and helped us to design and bring my vision to life,” he says. “The functionality and connectivity of the Excite Live equipment is incredible, it looks amazing and is so easy for people to use. The equipment even gave us back some floor space, because the new design has a smaller footprint.” Ignite Fitness aims to be fun, dynamic and welcoming
42 Issue 5 2021 ©Cybertrek 2021 OUTDOORS TECHNOGYM ROUTINES TECHNOGYM SESSIONS Train anywhere Challenge yourself Train with a pro in the world Step out your comfort zone Enjoy a personalised training Explore breathtaking scenic locations with advanced HIIT workouts, experience designed around that will inspire you to go the extra enjoy a variety of movements your personal training goals. mile. Let natural and urban landscapes and exercises where the intensity The virtual trainer will guide you captivate you while working out is automatically set up through one-on-one sessions
Welcome to the world of creative fi tness, where exercise and fun merge to change the way we train
Space-savvy – rethinking design Energy savvy – friends with the planet Excite line offers the best ratio of floor footprint The new Excite line represents the next to user training space, giving members more room generation of sustainable equipment. The to move freely and achieve their full potential. fully-connected Human Powered is the first Excite Run has a ground-breaking new design that generation of smart equipment that doesn’t provides everything members love about running, require electricity or batteries to run the while taking up 30 per cent less space and providing 10” LCD touchscreen, complete with wi-fi, 13 per cent more space for running and exercising. Bluetooth and onboard innovative content.
DISCOVER MORE www.technogym.com/hcm
Club Nova The goal for Club Nova, part of Denbighshire Leisure, was to provide high-quality, accessible leisure opportunities, while creating memorable fitness experiences. “Excite Live is truly cutting-edge, we’ve always been early adopters and the product allows us to fully utilise Technogym’s astounding functionality and software, adding immense value to our customer experience,” says MD Jamie Groves. “With a varied membership base, the Excite Live range helps us give everyone a memorable experience with so much added value, whatever their training background or goal.” Excite Live creates memorable experiences at Club Nova
©Cybertrek 2021 Issue 5 2021 43 OPINION
Weight Watchers (WW) has partnered with Everyone Active to deliver personalised programmes PHOTO: WEIGHT WATCHERS REIMAGINED (WW) REIMAGINED WATCHERS WEIGHT PHOTO: Everyone’s talking about Weight loss
Consumer research has shown a population-wide surge in interest in reducing lockdown weight gain and getting fitter. Is the industry ready and willing to put its hand up to help people with weight loss? Kath Hudson reports
fter the challenges of the last year, there’s The obesity epidemic had been running out of control never been a better time to recruit members, and the pandemic is preying on those carrying the most but now clubs are fully open, lockdown weight. Research from WW (Weight Watchers) found that life is hopefully behind us and there’s a 41 per cent of Brits admitted to gaining weight during the A strong appetite for getting healthy, is the restrictions and 65 per cent put on half a stone or more. industry willing to commit to offering Historically the industry has been reluctant to make big obesity management and weight control services? claims in this area, but is now the time to get properly skilled This isn’t about the aesthetics of a beautiful body, it’s up and make a splash by launching weight management about health and taking the strain off the NHS. programmes? We get insights from the experts.
44 Issue 5 2021 ©Cybertrek 2021 Kelly-Anne Stead
Mytime Active
his is the perfect time for the industry to support people into healthier lifestyles through weight management T PHOTO: KELLY-ANNE STEAD/MYTIME ACTIVE programmes. We’re seeing a real recognition of the health EHQHʛWVRIEHLQJDKHDOWK\ZHLJKW with customers saying they want to lose weight to be in better shape to ʛJKWDQ\LOOQHVVQRWMXVW&29,' Mytime Active is supporting 6LQFH0\WLPH$FWLYH people with its Theory of has been running programmes Change programme commissioned by local authorities to help them target communities where lifestyle diseases such as KLJKEORRGSUHVVXUHKHDUWGLVHDVH diabetes and cancer were a big issue. ,QWKHOLJKWRI&29,' ZHȷUH DGDSWLQJWKLVWRSURYLGHDIXQQRQ threatening product which will DSSHDOWRWKHGHFRQGLWLRQHGPDUNHW ,QRXUSURJUDPPHLQWKH0LGODQGV It’s all about the RUSHRSOHZLWKD%0,RYHU RIPRUHWKDQFRPSOHWHUVRI 2XUSURSULHWDU\SURJUDPPH DZHHNFRXUVHDQDYHUDJHRI aftercare: the Theory of ChangeKDVIRXUSDWKZD\V SHUFHQWDFKLHYHGSHUFHQW WRZHOOEHLQJ %H$FWLYHȲPRYLQJ weight loss or more. Plus they had support over the PRUH (DW:HOOȲDEDODQFHGGLHW ORQJWHUPLPSURYHPHQWVLQVHOI following six or 12 %H3RVLWLYHȲGHYHORSJRRGVHOI FRQILGHQFHDQGRYHUDOOZHOOEHLQJ esteem and the confidence to make )RURSHUDWRUVZDQWLQJWRPRYH months is critical the changes you want and BeTogether LQWRWKLVDUHDWKHGLJLWDOVKLIWGXULQJ ȲEXGGLHVWRVXSSRUW\RXDQGFRQILUP lockdown has to be applied to this you matter to your community. SURGXFWWRRVR\RXQHHGWRRIIHU We don’t make false promises DK\EULGSURJUDPPH6HFRQGO\LWȷV about shedding the pounds and all about the aftercare: the support LQFKHVDVTXLFNO\DVSRVVLEOHEXW RYHUWKHIROORZLQJVL[RUPRQWKV we do guarantee customers will is critical to getting customers to do IHHOEHWWHULQWKHPVHOYHVDQGEH UHJXODUH[HUFLVHEXLOGDFWLYLW\DQG in better shape by the end. JRRGHDWLQJKDELWVLQWRWKHLUOLYHV
©Cybertrek 2021 Issue 5 2021 45 OPINION
I’ve had 360 patients who have each lost an average of 10.5 kilos and 98 patients whose Type 2 diabetes has gone into remission
Dr David Unwin
GP, diet expert, author and speaker
or 25 years, I nagged my break the cycle, by not eating sugary patients to lose weight and IRRGVRUWKHVWDUFK\IRRGVWKDWEUHDN used to despair when down into sugar, such as porridge, F they didn’t, but once I rice, cereals and potatoes. understood physiology In our GP practice the key and nutrition, I became to weight loss is to reduce PXFKPRUHHʞHFWLYH hunger by eating low carb in helping them. DQGVDWLDWLQJIRRGVVRWKH ,ȷYHVLQFHKDG body adjusts to burning the SDWLHQWVZKRKDYHHDFK IDWUHVHUYHV7KHOLWWOHELWV ORVWDQDYHUDJHRI RIIDWZKLFKEUHDNGRZQ kilos and 98 patients whose DQGJRLQWRWKHEORRGWRIXHO Type 2 diabetes has gone into FHOOVDVDQDOWHUQDWLYHWRVXJDU UHPLVVLRQDQGWKH\ȷYHEHHQDEOH are called ketones, leading to WRFRPHRIIWKHLUPHGLFDWLRQ WKHRULJLQRIWKHȶNHWRȷGLHW I see obesity not as a calorie Unwin has had consistent ,WWDNHVDFRXSOHRIZHHNVIRU success prescribing low problem, but as a hormonal issue: you carb diets for weight loss the system to adjust to burning QHHGWRVWRSWKHERG\IURPVWRULQJ IDWLQVWHDGRIVXJDUDQGGXULQJ
PHOTO: DR DAVID UNWIN VXJDUDVIDWDQGWHDFKLWWREXUQLWV this time it’s important to drink IDWVWRUHV7KHVHFUHWWRWKLVLVLQVXOLQ VR\RXKDYHDQRWKHUVQDFNDQGWKH PRUHIOXLGVDQGHDWDOLWWOHPRUH regulation, which in my opinion can F\FOHVWDUWVDJDLQ0HDQZKLOHDORWRI VDOWWRDYRLGȺNHWRIOXȻ$Q\RQH EHEHVWDFKLHYHGZLWKDORZFDUEGLHW WKDWVXJDUPD\EHWXUQHGLQWRIDW on diabetic medication needs to Insulin is the hormone produced by ,QVXOLQDOVRVKXWVRIIRXUDELOLW\WR EHXQGHUWKHJXLGDQFHRIWKHLU WKHSDQFUHDVWRJHWULGRIVXJDULQWKH EXUQIDWWRDFFHVVHQHUJ\UHVHUYHV GRFWRUZKHQIROORZLQJDGLHWZKLFK blood. When we eat too much sugar and it stimulates appetite, so in our changes their blood sugars. it gets pushed by insulin into the PRGHUQMXQNIRRGHQYLURQPHQW ,ȷYHGLVFRYHUHGERWKZLWKVRPDQ\ EHOO\DQGWKHOLYHUZKHUHWKHVXJDU when we’re always snacking, it’s RIP\SDWLHQWVDQGP\VHOIWKDWLI\RX LVFRQYHUWHGLQWRIDWFDXVLQJZHLJKW HDV\WRJHWFDXJKWLQDYLFLRXV eat a low carb or keto diet then you JDLQ(YHQWXDOO\WKLVFDQFDXVHGLVHDVH FLUFOHRIEHLQJFRQVWDQWO\KXQJU\ lose weight more easily and may keep – most commonly Type 2 diabetes. ,I\RXWU\WRORVHZHLJKWE\FXWWLQJ LWRIIIRU\HDUV3DUWO\EHFDXVHRIOHVV ,I\RXKDYHDIHZELVFXLWVWKHQ calories, but continue to eat sugar KXQJHU,ILQGZHJHWUHVXOWVZKLFKDUH your blood sugar goes up. Insulin DQGKLJKFDUEIRRGZHLJKWORVVLVKDUG HDVLHUWRVXVWDLQ2WKHUDGYDQWDJHV then does its job and brings the ZRUN \RXZLOODOZD\VIHHOKXQJU\DQG DUHPHQWDOFODULW\LPSURYHGHQHUJ\ blood sugar back down, but then you willpower alone won’t be enough to and speaking personally I need IHHOKXQJU\DQGRIWHQFUDYHVXJDU sustain it. What you need to do is PLQXWHVOHVVVOHHSDQLJKW
46 Issue 5 2021 ©Cybertrek 2021 PHOTO: EVERYONE ACTIVE
Duncan Jefford
Everyone Active
eople have now realised health is wealth and are respecting the need to P be active and healthy. To respond to the expected increased demand for weight management advice, Everyone Active has collaborated with WW (Weight Watchers Reimagined) to offer a 360-degree solution to mental and physical wellness. The partnership will give both WW and Everyone Active members a substantial annual saving on memberships at our leisure centres as well as the myWW+ app, while WW will also be hosting weekly workshops at many centres, with attendees able to take advantage of special activity sessions. to the Headspace app (via WW) -HʞRUGDQWLFLSDWHVD Those embarking on the and Mindshine app (via Everyone SHUFHQWWDNHXSRIWKH programme will receive personalised Active), as mental health is crucial ZHLJKWPDQDJHPHQW nutrition plans, workshops (virtual to starting any wellness journey. SURJUDPPHE\PHPEHUV and live) to sustain motivation and Now centres are open again, track progress, 24/7 live coaching we’re expecting to see a cross- to address challenges, recipes and customer uptake of 10 per cent, as workout plans, a gym membership, well as attracting new customers goal and activity tracker, access to both brands to benefit from to Everyone On Demand, sleep the dual offer and from having and hydration tracking and access the ultimate support package.
Everyone Active has collaborated with WW to offer a 360-degree solution to mental and physical wellness
©Cybertrek 2021 Issue 5 2021 47 OPINION PHOTO: GREG WHYTE GREG PHOTO:
There’s no doubt the leisure and fitness sector should play a central role in the prevention and treatment of obesity
Professor Greg Whyte
XNDFWLYHVFLHQWLʛF advisory board
besity and being overweight is a complex bio-psycho- socio-cultural disease which O requires a multifaceted approach to its prevention and treatment. There is no one single or simple solution to addressing this challenge. The belief that changing a single possible cause in isolation is Whyte says this is a complex misguided and doomed to failure. challenge requiring a sophisticated While there is a highly vocal multi-agency approach movement laying the blame solely at the door of diet, this blinkered approach fails to recognise the complex nature of obesity and, as Accordingly, the leisure and the delivery of services which will a result, is unlikely to be successful fitness sector must look to provide support, rather than alienate, clients. in situations where people want to a service which encompasses all The COVID-19 pandemic and control weight gain in the long-term. aspects of this complex issue through recent data published by NHS Physical activity in isolation collaboration, education and training. England have highlighted the urgent is also unlikely to provide a The promotion of physical activity need to address this issue. sustainable solution. We must take goes well beyond weight management There’s no doubt the sector should a comprehensive, multi-sector and is linked to a reduction in play a central role in the prevention approach, addressing the range of all-cause mortality and improved and treatment of obesity and to make bio-psycho-socio-cultural factors, if quality of life, however, understanding this a reality, operators must target we are to be successful in addressing the complex nature of obesity the provision of appropriate facilities, one of the most pressing public and the parallel service required specialist classes, skilled staff and a health problems facing society. to deliver success, is important in multi-agency, collaborative approach.
48 Issue 5 2021 ©Cybertrek 2021 We’ve partnered with the American Council on Exercise to extend the reach of our coaching methodology and create a new generation of coaches
Jason Crowe
Precision Nutrition
veryone knows they should These answers help us decide eat healthily and exercise, but where coaches should focus. It many well-intentioned people could be nutrition or exercise, but E fail to follow through on this. it could also be sleep quality, stress We teach coaches to find levels or mindset. Each one can out the problem behind the problem. improve the others and multiply Where does the individual need the ability to make progress. most help? What are they already Achieving good health comes doing well that can be built on? from a balanced diet of fresh, whole foods, sufficient exercise, genuine rest, clean air and clean water, as well as real human connection and sincere emotional expression: the multi-dimensional thriving of a whole person in their whole life. The Precision Nutrition Level 1Nutrition Certification is designed to educate students not only on the science of nutrition, sleep, stress, movement and recovery, but also the art of behaviour change coaching. These psychology concepts and coaching methodologies help create sustainable change for clients. In the wake of the pandemic, we’ve partnered with the American Council on Exercise to extend the reach of our coaching methodology and create a new generation of coaches who will meet clients where they are and help them change their behaviour and establish personal systems which support a new healthier and sustainable lifestyle. PHOTO: PRECISION NUTRITON PRECISION PHOTO:
Crowe says the aim is to achieve the multi-dimensional thriving of the whole person Issue 5 2021 49 ,16,*+7
Building back will take GLʞHUHQWWDFWLFVGHSHQGLQJ RQORFDWLRQDQGEXVLQHVVW\SH
espite losing between 20-50 per cent of members during multiple lockdowns, most operators have the same or less to spend on marketing than pre-COVID, so the industry needs to D run leaner while still creating growth. Every gym in the UK is effectively a scale- up business at present, meaning operators need to grow without throwing money at the challenge. It’s vital to think about what information is important to a growth business – it’s not necessarily about more data, As the industry enters a phase it’s about having access to the data that’s relevant to the of regrowth following the loss of challenges and opportunities your operation faces right now. Dragons’ Den members during lockdown, it’s Imagine you’re on assessing a business – what GDWDSRLQWVZRXOGPDWWHUPRVW"b7KHJRRGQHZVLV\RX crucial to understand customer wouldn’t need to guess because there’s a standard set of acquisition cost versus the lifetime metrics many investors use, called Unit Economics, that helps you understand a number of key things, such as how much it value of each customer, as Paul costs to win a new customer, how much you generate from Bedford and Jamie Owens explain WKDWFXVWRPHUDQGKRZTXLFNO\\RXULQYHVWPHQWSD\VEDFNb
50 Issue 5 2021 ©Cybertrek 2021 FLAMINGO IMAGES/SHUTTERSTOCK
Research with a mid-market chain showed that after seven months members were spending up to an additional 50% of their monthly fee on secondary spend within the club
Unit Economics uses three data points: Customer Acquisition Cost How to figure it out O Customer Acquisition Cost (CAC) $VLPSOLVWLFZD\WRGRWKLVLVOLVWLQJRXW\RXUEXVLQHVV How much money you spend – on average – getting a costs related to winning new customers and dividing that VLQJOHQHZFXVWRPHUb'XULQJDUHFHQWVXUYH\RIJ\PV E\WKHQXPEHURIPHPEHUV\RXVLJQLQWKDWVDPHSHULRG PRUHWKDQKDOIUHSRUWHGWKH\GLGQȷWNQRZWKHLU&$& ȲRQHFDOHQGDUPRQWKRURQHTXDUWHUIRUH[DPSOH ,WȷVLPSRUWDQWWRLQFOXGHWKHFRVWRIDOOEXVLQHVV O Lifetime Value (LTV) DFWLYLWLHVFRQQHFWHGWRFXVWRPHUDFTXLVLWLRQVXFKDV How much money a single customer generates DGYHUWLVLQJSRVWHUVORFDOUDGLRDGVSULQWPDWHULDOV IRU\RXRQDYHUDJHRYHUWKHWLPHWKH\XVH\RXU *RRJOHDGVVWDIIȲLQFOXGLQJWKHWLPHLWWDNHVWRWRXU VHUYLFHV7KLVPHWULFLVEHFRPLQJPRUHRIDUHJXODU SURVSHFWVDQGDQ\FRPPLVVLRQȲDQGIUHHMRLQHUJLIWVb PHDVXUHIRUWKHKHDOWKDQGILWQHVVVHFWRU )DFWRULQGLVFRXQWVWRRDQGPDNHVXUH\RXDOORZ IRUVHDVRQDOLW\ZKLFKZLOOLPSDFWWKHHIIHFWLYHQHVV O Payback Period RI\RXUFXVWRPHUDFTXLVLWLRQSURJUDPPHb +RZORQJLWWDNHVWRUHFRYHUWKHPRQH\VSHQWRQ ©Cybertrek 2021 Issue 5 2021 51 INSIGHT FLAMINGO IMAGES/SHUTTERSTOCK Lifetime Value How to figure it out Lifetime Value is talked about in two ways; member tenure and member yield or ARPU (Average Revenue Per User) and comes down to how many months, on average, one customer stays and how much they spend during that time. The average tenure of members can be skewed by sleeper members. Check for any sleepers when doing your calculations and remove them from your dataset to ensure you’re working from accurate figures. Next is the average revenue per member, which you multiply by the tenure to get an average Lifetime 9DOXHb 52 Issue 5 2021 ©Cybertrek 2021 CAC:LTV ̣ ̣ Reduce marketing costs, focus on customer conversion and tenure ̣ ̥ Balanced marketing spend ̣ ̧ Spend more on marketing to accelerate growth CAC = Customer Acquisition Cost LTV = Lifetime Value much acquiring new customers and need to reduce your ZLWKIHZHUPHPEHUVEXW\RXQHHGWREHFRQILGHQW FRVWVRULQFUHDVH\RXUOLIHWLPHYDOXHb+RZHYHULI\RXȷUHDW WKDWWKLVLQFUHDVHLVFRPSHWLWLYHDQGZLOOODQGZHOOZLWK \RXȷUHQRWVSHQGLQJHQRXJKRQJURZLQJ\RXUEXVLQHVV \RXUH[LVWLQJPHPEHUVDQGQRWGHWHUQHZRQHV $OWKRXJKLWVRXQGVLPSUHVVLYHWRKDYHDKLJKHU 3. Reducing prices &$&WR/79UDWLRLWSUREDEO\PHDQV\RXȷUH 7KLVZLOOHQDEOH\RXWRDWWUDFWPRUHFXVWRPHUV PLVVLQJRXWRQDFFHOHUDWLQJ\RXUVSHHGRIJURZWK DQGLQFUHDVHPHPEHUYROXPHbb DQGFDQDIIRUGWRLQYHVWPRUHLQPDUNHWLQJb :KLFKURXWH\RXWDNHVKRXOGGHSHQGRQORFDOPDUNHW FRQGLWLRQVDQGFRPSHWLWLRQ7KHȶSULFHLQFUHDVHȷVWUDWHJ\ 2ʞVHWWLQJPHPEHUORVVHV QHHGVWREHVXSSRUWHGE\H[FHSWLRQDOIDFLOLWLHVDQG There are several schools of thought around offsetting VHUYLFHV7KHȶSULFHGHFUHDVHȷVWUDWHJ\PHDQV\RXZLOO WKHORVVRIPHPEHUYROXPHWKDWVRPHFOXEVDUH have to significantly increase the volume of sales to H[SHULHQFLQJDVZHFRPHRXWRIORFNGRZQZLWK EULQJLQPRUHUHYHQXHDQGWKDWFDQEHFKDOOHQJLQJ YDULRXVVROXWLRQVEHLQJSURSRVHG7KHVHLQFOXGH ©Cybertrek 2021 Issue 5 2021 53 INSIGHT Drive secondary spend E\RʞHULQJVHUYLFHVVXFK as food box deliveries MONKEY BUSINESS IMAGES/SHUTTERSTOCK MONKEY BUSINESS the back of a discount generally isn’t a person that Play to your strengths would have joined or stayed at your normal rate. It’s important to recognise your strengths and Many people ask whether retention is more important weaknesses. Fitness businesses have a deep understanding than sales. They’re both vital for a successful business, of health and wellbeing and the benefits of exercise but think of it like this: if you have 1,000 customers that and provide amazing customer experiences through stay for three months you’d have to sell an additional this knowledge, but you may feel you are light on 3,000 memberships to achieve the same revenue when skills in areas such as customer acquisition. compared with 1,000 customers that stay 12 months. If this is the case, focus your energy on your core strengths. By providing a five-star experience you’ll Growing secondary spend convert more prospects, get more referrals, encourage Developing other revenue streams can help offset more secondary spend, work more efficiently and the immediate loss of members, while increasing in doing so, reduce acquisition costs and increase spend-per-member can be especially valuable where lifetime value, as members will naturally stay longer, there’s resistance to membership price increases. GXHWRWKHH[FHOOHQWVHUYLFH\RXȷUHRIIHULQJbbb Increasing secondary spend has the added Outside your core competencies, implement the best benefit of leading to increased revenues across systems you can get to help your business function the board as your membership numbers rebound with leaner resources. For example, if it’s beyond your by making each member more valuable. scope, you don’t need to build a digital home workout Upsell existing members with new services, such platform when you could partner with an expert as weight management programmes, food boxes, offering the same thing and when it comes to your coffee club memberships and fitness testing. Doing customer acquisition programme, you may want to so will also have the benefit of improving your outsource this, by selecting the strongest partners. overall service and driving retention, so the business The wise adage says that if you keep doing the same ZLOOGREHWWHUDQGPHPEHUVZLOOEHKDSSLHUbb things you’ll keep getting the same results – if you’re Research carried out with a mid-market chain showed OXFN\b7KHULVNLVWKDW\RXȷOOVHHGLPLQLVKLQJUHWXUQVDV that after seven months’ membership, members were other operators become more competitive, so now spending up to an additional 50 per cent of their is the time to embrace new ways of working as you monthly fee on secondary spend within the club. scale-up your business for post-lockdown growth. O About the authors Paul Bedford is a health club retention specialist, while Jamie Owens is director of fitness partnerships at Hussle 54 Issue 5 2021 ©Cybertrek 2021 HR MONITORS OPEN SYSTEM 360° COVERAGE precision and comfort compatible with the main monitoring accuracy both at with Belt-D and Armband heart rate monitor brands the Club and in the open air UPTIVO LIVE ACTIVITIES & PAYMENTS HR telemetry & video streaming Club activities with for a remote personalized service in-app payments ʍɥɽȈʤɁӝˎɽ ȈȶǹɁխʍɥɽȈʤɁӝˎɽ Issue 5 2021 ©Cybertrek 2021 55 SPONSORED In the frame As the UK’s first dedicated development framework for leisure comes to the end of its initial four-year term, Jamie Groves, MD of Denbighshire Leisure and Sarah Watts, CEO of Alliance Leisure, discuss the impact Why did you launch the Leisure Framework? Jamie: Launched in 2017 by Denbighshire County Council and managed by Denbighshire Leisure Ltd, the UK Leisure Framework was designed to help public sector bodies transform their leisure offer with successful and sustainable facilities. It was born out of the success of our first partnership with Alliance Leisure, where we spent almost £10m upgrading facilities after years of under-investment. Our positive experience of the process led us to develop the framework and PHOTO: ALLIANCE LEISURE appoint Alliance Leisure as leisure development partner, to help other local authorities, by removing the burdens of public procurement. 6RFLDODQGʛQDQFLDOUHWXUQVPXVWEHEDODQFHGE\FRXQFLOV How is it benefiting local authorities? Sarah: The UK’s public sector procurement process is one of the longest and most expensive in successful, sustainable development, including the EU. By making the process quicker and easier, design, business planning, funding, construction and the framework makes the development of public marketing. Most other frameworks don’t have such sector leisure facilities more efficient and affordable. scope, focusing instead on individual elements. The framework adopts a full service approach, The focus on reducing costs and improving supporting all elements that contribute to a efficiencies means local authorities can dedicate more of their budget to the development. This approach also helps to mitigate investment risk, as working with experts in leisure regeneration – and maximising efficiencies at every stage of the development – helps ensure the finished project delivers desired outcomes and creates income-generating opportunities, which in turn, drive sustainability. Jamie: The process is also completely transparent, so local authorities can be certain of the costs, which gives them the confidence to invest. Thanks to the framework, we’ve seen that confidence grow, with £144m committed investment in public sector 41 projects have been completed under the framework PHOTO: ALLIANCE LEISURE PHOTO: leisure facilities over the last four years. 56 Issue 5 2021 ©Cybertrek 2021 PHOTO: ALLIANCE LEISURE The aim is to create self-sustaining facilities PHOTO: ALLIANCE LEISURE PHOTO: Operators must consider all types of facility provision Completed projects 41 UK Leisure Framework: example projects Completed project questionnaires 120 COMPLETED Committed investment £144m OSt Helens Council, Newton-Le-Willows Leisure Centre £4.2m Projects underway 12 OWest Suffolk Council, Newmarket Leisure Centre £1.8m OMonmouthshire County Council, Monmouth Leisure Centre £7.4m OKirklees Active Leisure, Batley Sports & Tennis Centre £1.5m What impact has the framework had? OConwy County Council, Stadiwm Zip World £0.25m Sarah: The framework has ensured the successful ODenbighshire County Council, Rhyl Leisure Centre £1m completion of vital projects designed to deliver ODenbighshire County Council, SC2 £15m lasting impact. Many would never have gone ahead ON-SITE without it, as the local authorities quite simply ODudley Metropolitan Borough Council, Dudley Leisure Centre £17.4m wouldn’t have been able to afford to deliver them. ODudley Metropolitan Borough Council, Halesowen Leisure Centre £8.4m Projects range from installing thenew sports ODudley Metropolitan Borough Council, Crystal Leisure Centre £4.1m pitches, such as the first 3G pitches in Anglesey, OBrentwood Council, King George’s Playing Fields £8m to transforming facilities at scale, as we helped OWiltshire Council, Melksham Community Campus £14m Inverclyde Leisure to do, investing £2.6m in three OSouth Somerset Council, Chard Leisure Centre £14m leisure centres to achieve a 75 per cent increase in OSevenoaks District Council, White Oak Leisure Centre £20m net income and 51 per cent rise in membership. Jamie: To date, 41 projects have completed, with 12 more underway. Regardless of size or cost, financial returns for local authorities. By mitigating all projects are designed to impact local health and the risk and making developments easier and more social outcomes by creating healthier communities, cost-effective, the framework will allow councils while also being economically sustainable to ensure to invest in the right provision to bring economic, local authorities achieve their income targets. health and social benefits to their communities. Sarah: Local authorities will need to broaden How can it help local authorities? their offerings, both indoors and outdoors, to Jamie: These are challenging times for public create active environments that can be used by as sector leisure. The pandemic has highlighted many members of the community as possible to just how important physical activity is for our ensure value for money. They must consider splash mental and physical health, yet Sport England pads, zip wires, outdoor play and parkour to really figures show that COVID-19 has had a profound invigorate their leisure spaces and generate returns. effect on people’s activity levels, with those from At its heart, the UK Leisure Framework is a black, Asian and minority ethnic and lower socio- proven vehicle for delivering inspiring schemes that economic groups disproportionately affected. increase opportunities for physical activity. O The need for public leisure will be greater than ever post-pandemic, but facilities have to be much Alliance Leisure: www.allianceleisure.co.uk more relevant if they’re to create better social and The Framework: www.leisureframework.co.uk ©Cybertrek 2021 Issue 5 2021 57 INTERVIEW Alpert has dedicated decades of his life to supporting people with special needs PHOTO: THE CLAREMONT CLUB PHOTO: Mike Alpert Kath Hudson talks to the thought-leader and trailblazer While you were CEO of The Claremont We offered a twice-weekly, 13-week Club in California, you introduced programme, with cardio, strength, conditioning, a number of exercise as medicine nutritional advice and oncology massage. We programmes. How did this come about? soon realised all these women had families For me, the inspiration first came in the which also needed support, so we extended early 90s, when I had a club in Oregon and free club membership to all of them. Altogether worked with a five-year-old who had spina we helped more than 1,340 women and their bifida. Seeing the powerful impact that families, including eight small men’s groups. coming to the club had on him changed Following the success, we went on to my life and made me want to do more. launch our Pediatric and Young Adult Cancer Years later, after I had moved back to programme. Again this treated the entire family California and joined The Claremont Club, I at no cost. It was a year-long programme saw Julie Main give a speech at IHRSA, about which met twice a week, but they could use the work she was doing at her clubs in Santa the club at any time. Everything we offered Barbara. I asked her if she would share her at the club was free including 13 weeks template and allow us to customise it. of summer camps, field trips, Kids’ Friday The first programme we launched was the Night Out, Breakfast with Santa and each Living Well after Cancer programme, in 2006. It child could bring their best friend as well. focused on women who had had breast cancer, although there were a few with other cancers. How were these programmes funded? This evolved into a partnership with Pomona It all came off the bottom line. However, the Valley Hospital Medical Center and Robert & programmes ended up making us more money, Beverly Lewis Family Cancer Care Center. because our customers really liked what we 58 Issue 5 2021 ©Cybertrek 2021 The facilities have specialist equipment for spinal injury rehabilitation PHOTO: THE PERFECT STEP PHOTO: PHOTO: THE PERFECT STEP PHOTO: 6WDʞDUHWUDLQHGLQGLVFLSOLQHV VXFKDV3DWWHUQHG1HXUDO $FWLYLW\5HFUXLWPHQW ©Cybertrek 2021 Issue 5 2021 59 PHOTO: THE PERFECT STEP PHOTO: INTERVIEW ON THE COVER THE PERFECT STEP PHOTO: The Perfect Step Foundation fter the sale of The Claremont Club in August 2020, The Perfect Step Foundation, headed up by Hal Hargrave, relocated to a brand new 7,000sq ft site in Pomona, California. The new site allows for more space to expand services and the addition A Hal Hargrave, head of The Perfect Step Foundation of further therapies including mental health support, chiropractic and acupuncture. The Perfect Step Foundation leverages function below the level of their injury. the latest data and discoveries to push You will not find a “What we do guarantee is that for the limits of what is possible for people those who are committed to our living with paralysis, in order to help bigger believer in the programme, their recovery and an individuals live their healthiest life, notion that exercise exercise regimen, they will get more with fewer secondary complications, is the most powerful healthy and reduce their secondary increased independence, fewer or no complications, while increasing quality of medications and a better mindset. form of preventative life and independence,” says Hargrave. All exercises are performed out medicine in the world The benefits include better blood of the wheelchair to build strength: pressure stabilisation, increased bone the body responds to the stimulation of weight- density, reduced bladder infections, pressure bearing and sensing gravity. The science of Patterned sores and hospitalisations due to the injury and Neural Activity Recruitment is used to reorganise improved mental and emotional strength. the nervous system and/or rebuild pathways in the “You will not find a bigger believer in the brain to get more tangible outcomes than traditional notion that exercise is the most powerful form of therapy. “Essentially, we are trying to re-create preventative medicine in the world,” says Hargrave. functional movement patterns over and over again “Through exercise all my secondary complications to promote neuroplasticity,” says Hargrave. have been reduced because of the components of He also stresses the importance of physical load-bearing being able to keep my bones strong, activity in maintaining the health of the individuals circulation efforts which reduces my susceptibility he works with. Although they can never guarantee to blood pressure issues and blood clotting, as they can help people to walk again, he says 80 per well as moving urine out of my bladder to ensure cent of The Perfect Step clients regain some sort of less likelihood of bladder infections and exercise which promotes muscle contractions, thus putting more fat on my body to prevent pressure sores and joint stabilisation while reducing my pain.” The programme is currently engaged in a multi-year IRB-approved medical research study conducted by Kaiser Permanente, to assess the impact. The results PHOTO: THE PERFECT STEP PHOTO: will be used to help fight for legislative reform. The Perfect Step has also launched a programme to train others to become Certified Paralysis Recovery Specialists. To undertake the training, candidates need to have a four-year degree in relation to the human body, such as sports science, human biology or exercise physiology. The team gives one to one support 60 Issue 5 2021 ©Cybertrek 2021 PHOTO: THE PERFECT STEP PHOTO: One aim is to enable people to regain function below the level of their injury When we questioned our were doing and the culture it created. Our member attrition had always been 21 to 24 per customers on what they liked cent, but we saw this drop to 15 per cent once about The Claremont Club, they we started running these programmes. When we questioned our customers on what they liked all mentioned that we were helping about the club, they all mentioned the sense of people who were in dire need shared values and the work we were engaged with – helping people who were in dire need. Then I sent my wellness director and two of How did the Spinal Cord and Paralysis my PTs to train at Project Walk in Carlsbad programme come about? to learn cutting edge, non-traditional methods In 2007, my daughter’s 17-year-old friend, Hal for treating SCIs: using load-bearing exercises Hargrave, suffered a spinal cord injury which and Patterned Neural Activity Recruitment left him paralysed from the neck down. When which reorganises the nervous system and/ we visited him in the acute rehabilitation or rebuilds pathways in the brain to get more hospital he was being treated at, I told his tangible outcomes than traditional therapy. parents that when he finished his transitional Hal’s physiatrist at Casa Colina Rehabilitation living care we would get him back to the club Hospital began referring his patients to train that he had grown up in and begin working at the facility and in December 2013, The Be with him there: taking him out of a sick care Perfect Foundation [set up by Hargrave and his environment and back into an electric and IDPLO\WRVXSSRUWSHRSOHZLWKGLVDELOLWLHV@bDQG wellcare environment. After making that promise The Claremont Club made the joint decision to his family, I was not really sure what I could to expand the operation by taking on the first do with him, but I was committed to trying. ever Project Walk franchise and expanding I went back to the club and told the board of into a 3,000sq ft space on the club’s campus. directors that I needed a second pilates studio, As it was part of a franchise, this became which would give me 800sq ft to work with Hal. our first fee-based programme and we worked ©Cybertrek 2021 Issue 5 2021 61 INTERVIEW with individuals with multiple sclerosis, cerebral palsy, stroke, Parkinson’s, traumatic brain injury, amyotrophic lateral sclerosis (ALS) and transverse myelitis. The club ran a Cycling for Parkinson’s programme alongside, offering sessions in the cycling studio three times a week. Could you tell us about some of the most extreme conditions you have helped people with? Augie Nieto, the founder of Life Fitness and Hammer Strength, came to us as a result of suffering from ALS. We had never worked with anyone with ALS before, but I had known Augie since the 80s and really wanted to help him. He was completely dependent on his power Hal Hargrave has been the chair, needed a ventilator, a feeding tube and inspiration for incredible a neck brace. However, working with him in progress in exercise for the gym and on the gait trainer we managed spinal injury interventions to bring more movement back into his arms PHOTO: THE PERFECT STEP PHOTO: and legs, so with the help of an upright gait About the Be Perfect Foundation trainer, Augie was able to walk his youngest daughter down the aisle at her wedding. Hal Hargrave Jnr Mission Another young African-American man we The Be Perfect Foundation To provide direct financial and worked with had suffered a severe C5/C6 injury. is a non-profit organisation emotional aid for individuals His life was incredibly limited and he could with a mission to provide living with paralysis by providing only move his chair by blowing into a tube. financial and emotional resources, paying for medical support to people living with expenses, restoring hope paralysis. It works with The and encouraging personal Perfect Step Foundation independence through a and The Claremont Club. non-traditional method of Be Perfect has changed the exercise-based therapy. lives of hundreds of people with paralysis by keeping them in Vision THE PERFECT STEP PHOTO: recovery, purchasing medical To live in a world where paralysis necessities and providing does not financially burden guidance and emotional support. families to the point of emotional Hal Hargrave created Be turmoil and physical distress Perfect in 2007, just a few and where a lack of both hope months after he suffered a life- and resources does not exist. altering car accident that left him Be Perfect promotes a paralysed from the neck down. holistic, exercise-based therapy To date, the foundation approach to recovery, offering has raised more than US$6m scholarships for activity-based for people with paralysis. therapy at The Perfect Step to Be Perfect helps paralysis qualified recipients. The charity patients get back into the game also provides supplemental of life. This is made possible funds to those who can’t afford through the partnership of Be thing such as wheelchairs, Perfect, The Perfect Step and car adaptations, medical The aim is to recreate The Claremont Club. Each of bills, daily medical necessities functional movement patterns these organisations is key to and financial assistance for to promote neuroplasticity making recovery possible. outpatient therapies. 62 Issue 5 2021 ©Cybertrek 2021 Exercises are done out of wheelchairs, to enable more freedom of movement PHOTO: THE PERFECT STEP PHOTO: We helped him to get some movement back into his arms, but his father was distraught that if he got to the point where he had use of both of his hands that he might then try to commit suicide. To give him renewed purpose, we offered him a job in the club. Initially he said, “what could I do?” I asked him if he would read stories to the kids in the kids’ club twice a week. This worked very well: the children did not see his legs, but rather they saw his heart and soul. Parents were always thanking us because they said that thanks to Jason their children were learning about empathy, tolerance and compassion. Jason went back to college and has become an amazing man and contributor to society, mentoring other families who have gone through the same experience as him. What advice do you have for operators who’d like to deliver these programmes? Start out slow. Do your homework. Choose one area which is dear to you and really research it. Find partners to align with: Around 80 per cent respected physicians and clinicians. We have of clients regain some always been very open that we are available sort of function to anyone who wants to do what we did – we will give you our knowledge for free. O THE PERFECT STEP PHOTO: ©Cybertrek 2021 Issue 5 2021 63 STRENGTH STRONG CONNECTIONS CV kit has been fully connective for some time, but with the rise of the hybrid gym goer, what are strength suppliers doing to meet the demand for a fully connected offer? lubIntel reports that 72 per a connected offering that cent of global operators allows them to track all C now offer on-demand aspects of their in-gym and livestream workouts workouts, side by side with – up from 25 per cent in 2019 their training outside facilities. and with tech giants such as We spoke to suppliers to Apple, Samsung and Google see how they’re adapting getting involved, the demand their strength offerings to for hybrid is only set to grow. meet this ever-growing Connecting all areas of the gym Consumers are demanding demand for connectivity. ʜRRUDOORZVVWDʞWRVHWJRDOVDQG create training plans for clients PHOTO: PRECOR PHOTO: PHOTO: PRECOR Precor Steve Carter “A fully connected gym floor is no longer just nice to have, it’s essential,” says Precor’s Steve Carter. The company’s networked fitness solution, Preva, PHOTO: PRECOR combines with Advagym by Sony, to give gym-wide digital connectivity across every piece of kit and area of the gym, from cardio to strength. Because Advagym is a console-free solution. Advagym is a Users tap a sensor puck with their console-free mobile to see how-to videos and receive guidance on recommended weights and experience, numbers of reps. The tempo display on everything the app – which can be edited by a PT if they want to add a variation – ensures happens on a they’re completing the movement user’s phone safely. The app then logs the exercise. Preva captures workout data from CV kit and syncs with the Advagym With Preva and Sony Advagym, app, giving users an entirely connected users tap a sensor with their experience. Sensor pucks can also phone to see how-to videos be displayed in other zones – for example the strength area or outside 64 Issue 5 2021 ©Cybertrek 2021 PHOTO: MATRIX PHOTO: The Matrix Intelligent Training Console provides personalised workouts Users can set their benchmark PHOTO: MATRIX PHOTO: weight and defi ne training goals to begin a personalised progression programme Matrix Fitness represents a gym’s brand a group ex studio – so exercisers can with every set, creating receive workout guidance and log Chris Brown another touchpoint to activity throughout an entire facility. interact with members “Connecting cardio, strength and all “The Ultra Series includes an and build engagement. other areas of your gym floor, allows Intelligent Training Console “It’s easy to connect staff to set goals, create training plans to guide a fully-connected to our Personal Trainer and track progress – a fully joined up strength experience,” says Portal, Workout Tracking approach that’s vital for offering a results- Chris Brown of Matrix. Network – which lets based customer experience,” says Carter. “This helps newcomers members capture data from “Because Advagym is a console-free get started or strength favourite fitness apps on one experience and everything happens on enthusiasts really challenge customisable interface – and a user’s phone, there’s no change to the their limits. Users can set Asset Management solutions aesthetics of the machines and no issue their benchmark weight and via wifi or ethernet,” says that screens will look out of date before define training goals to begin Brown. “Asset Management the kit reaches the end of its life span.” a personalised progression offers a 360-degree view of Advagym also allows operators to programme, which helps all strength equipment status analyse data on kit usage and the number them reach their goals.” on virtually any internet- of repetitions each machine is doing and The Matrix Intelligent connected device, alongside adjust the gym floor accordingly. It also Training Console provides insightful reporting capabilities. sends notifications if kit isn’t running eight to 12 weeks of guided, “The Console also works smoothly, so managers can take action personalised, progressive with RFID and for members, it to minimise member dissatisfaction. strength workouts. It connects includes a Workout Snapshot “This is the way the industry is going; strength with a facility’s function, so they can review gyms must have a platform offer that existing digital ecosystem, past sessions and track interacts with members both inside helping create a complete, overall progress, providing and outside facilities. Connectivity unified exercise experience. quantifiable results to keep is the future,” says Carter. The customisable interface them motivated,” he explains. ©Cybertrek 2021 Issue 5 2021 65 STRENGTH PHOTO: TECHNOGYM Members sign in to Biocircuit Free to pick up ZKHUHWKH\OHIWRʞODVWWLPH Biocircuit Free is the Technogym PHOTO: TECHNOGYM first time artificial Luke Townsend intelligence has been applied to a “We’ve created Biocircuit Free, a fully-connected strength training strength training solution offering a personalised experience workout experience to help users achieve their goals,” explains Technogym’s Luke Townsend. “This concept enables operators to maximise single strength stations while offering a wider variety ‘personal training without a trainer’ of exercises to members.” setting is the first time artificial Biocircuit Free is a fully-connected intelligence has been applied to digital experience – members sign in a strength training experience. to their chosen piece of kit, which “The ‘Technogym Coach’ allows them to set and save their set- records compliance with each up, plus test and track their workouts workout and gives a score, which via their Mywellness account. if completed three times in a row, This pre-exercise set-up includes triggers an offer to progress the adjusting the seat position and workout. The ‘coach’ encourages offering a range of different goal- members during workouts, and specific workouts and additional – by understanding compliance advanced training methods. – gradually adjusts training and Each time the member signs in, recommends different progressions. Biocircuit Free gives users Biocircuit Free adjusts to their profile, “It’s a fully connected strength PHOTO: TECHNOGYM a score on each workout suggests they start where they left off training circuit with no need and progresses accordingly or offers alternative training options. for supervision that evolves “Biocircuit Free offers four based on consistency and key pillars,” says Townsend. “Its compliance,” says Townsend. 66 Issue 5 2021 ©Cybertrek 2021 Your choices make all the difference, so we made it easier to choose the solutions right for you and your budget, your space and the people you serve. With our new cardio series, you can choose any base with any console for exciting new combinations of performance, entertainment and connectivity. When it comes to achieving your goals, it’s easy to choose Matrix – and know you’ve chosen wisely. PHOTO: EGYM The Smart Strength Series integrates with many systems STRENGTH eGym Kerstin Obenauer “We’re a pioneer in digitally connected strength equipment, releasing our first software-driven strength circuit in 2010. Today, our Smart Strength Series sits at the heart of our fully connected ecosystem,” to the bespoke ergonomic and training says Egym’s Kerstin Obenauer. needs of individuals using an RFID Egym’s Smart Strength Series chip. Every workout is logged, with has gone through several regular performance tests ensuring hardware evolutions to ensure the programme remains progressive. the physical experience continues “Our Smart Strength Series integrates to match the quality of the with the Egym Smart Flex connected programming, performance feedback mobility circuit and our Fitness Hub, and motivational functionality. The the gym floor centrepiece that enables intelligent circuit automatically responds contactless onboarding, as well as a number of PHOTO: EGYM third-party fitness trackers, cardio equipment brands The intelligent circuit and body analysers,” says Obenauer. “Our digital stores automatically responds to collate information and present it back to trainers and users in an easy-to-understand format, via an app. This the bespoke ergonomic and enables a single point of access to collated training from training needs of individuals multiple sources, at any time, from anywhere, creating a using an RFID chip complete wraparound training experience, supported by, but not limited to, the four walls of a training facility.” Keiser Once enough data has been gathered, the Paul Dudley system begins to provide “We’ve created a fully suggestions and detect PHOTO: KEISER connected metrics system, potential injury triggers which combines the performance monitoring capabilities of our equipment Keiser Metrics with the power of cloud- combines all data in a based neural networks, to single location for users provide an advanced fitness from normative datasets. and performance platform,” “Once enough data has been says Keiser’s Paul Dudley. gathered, the system begins “Keiser Metrics captures to provide suggestions and performance data from our detect potential injury triggers. strength equipment and Offline session caching allows incorporates biometric and access to past workouts when activity data to generate an internet connection is PHOTO: KEISER an accurate model of each not available,” says Dudley. workout. This is then “Keiser Metrics allows users passed to an artificial neural to have a single source for network, which detects all data, fully encompassing trends and divergences data from third party apps.” 68 Issue 5 2021 ©Cybertrek 2021 THE LEVERAGE DEADLIFT SHRUG THE POWER OF PROPER FORM The Leverage Deadlift Shrug by Nautilus goes above and beyond other shrug machines. The Leverage line is more adjustable, customizable and feels more like free weights; allowing individuals to train on the Deadlift Shrug and transfer their skill to free weights once comfortable. The Deadlift Shrug is plate loaded which can use universal weight plates from other areas of the gym. Users can load up in weight safely in the designated path, teaching users correct deadlift form. The descending resistance challenges users at the peak of the movement, creating stress that will grow user strength. Contact [email protected] REQUEST A QUOTE TODAY! VISIT COREHEALTHANDFITNESS.COM/NAUTILUS ©2021 Core Health & Fitness LLC. All rights reserved. Nautilus is registered trademarks of Nautilus Inc. used under license to Core Health & Fitness LLC. PHOTO: PULSE FITNESS STRENGTH Users are guided through reps, weight range and speed of movement by the system Pulse Fitness Richard Sheen “Ensuring operators have a fully- connected offering has been a priority and when we launched PHOTO: PULSE FITNESS PHOTO: PULSE FITNESS our premium strength line, it was Pulse Fitness consoles our must-have element,” says act as a coaching guide Richard Sheen of Pulse Fitness. “The range comes with a 10.1-inch android training partner that guides members through reps, weight, operators to set personalised goals range and speed of movement – and stay connected to members, Strength tracking and recording activity. wherever they choose to work out. equipment is “The consoles also act as a coaching For members, Trakk offers fully connected guide, offering static instructions workout and goal tracking and and video demonstrations.” acts as a personal training tool. to the Pulse Pulse Fitness offers QR codes on “This completes the fully Fitness Trakk its strength equipment, allowing connected circle, accurately recording members to track exercise data member data on cardio, strength, app which allows and access instructional videos. and cable machines, while also operators to set Pulse’s strength equipment is providing an asset management personalised goals also fully connected to its new tool for operators across our app – called Trakk – which allows product portfolio,” says Sheen. O 70 Issue 5 2021 ©Cybertrek 2021 It’s time to make waves. INTRODUCING Upgrade to the world’s first interchangeable exercise tracker for the gym, outdoors or in water. Visit myzone.org to find out more. POLICY Living Muir Gray Tara Dillon Longer Optimal Ageing CIMSPA Better As our sector starts to recover, Stuart Armstrong Elaine Briggs Sport England FutureFit Training there will be changes in the needs of communities, consumers and the The debate provision of opportunities. To explore What will be the main impact of this subject we hosted a virtual COVID-19 on activity levels? round table to better understand Muir: There’s evidence activity levels are down and views on key workforce questions weight is up. There will be increased awareness of the impact of inactivity and an opportunity for the fitness industry workforce to reach subgroups RIVRFLHW\WKH\ȷYHQHYHUUHDFKHGEHIRUHb Tara: A post-pandemic world represents one of the The What? greatest opportunities for our sector in a generation. Sport England tells us four out Government messaging constantly reinforced the importance of staying active throughout this last of 10 people are less active now year and we know many people have taken steps than before the pandemic. for the first time to develop an active lifestyle. Gyms and leisure centres will be influential, but we must remember not everyone wants to join a gym. Many enjoy a plethora of ways of staying active, The Why? and new habits have formed. Ensuring our sector As a nation, we need to learn lessons broadens its offer in providing safe and enjoyable active environments that everyone can access is essential. from COVID-19 and prove the value Stuart: The pandemic will leave a legacy of behaviour of physical activity to consumers, the change. The economic impact will mean disposable health sector and the government. income available for sport and leisure will be limited. 3HRSOHZLOOORRNIRUORZFRVWIOH[LEOHK\SHUORFDODFWLYLW\b Elaine: The UK is one of the most obese countries in Europe, so we must reposition and reimagine our The How? sector and ecosystem to enable people to be more Our facilities need to become more active. The gaps between those who have access to exercise and physical activity and the motivation to take inclusive and community-based, but what part and those who don’t, will be wider than before. GRHVWKLVPHDQIRURXUZRUNIRUFH"b There will be a need for our sector to rethink how to engage with those people to save the nation’s health. 72 Issue 5 2021 ©Cybertrek 2021 The health service needs to prescribe activity every time a drug is prescribed, says Gray PHOTO: LES MILLS PHOTO: The NHS needs to shift £100m from the drugs budget to the activity therapy budget Muir Gray, Optimal Ageing What will these changes mean for Elaine: Opportunities for people to train in the development of the sport and new and reimagined roles will be necessary to physical activity workforce? address a more holistic and community-based Tara: There are many opportunities for our approach. Workforce development will need to sector. To take advantage of these, we need to ensure professionals can deliver a fully-rounded prioritise a new style and skill set in leadership service and understand their local community’s that allows us to create a different type of QHHGVDQGSULRULWLHVWREHSDUWRIWKHVROXWLRQb approach to workforce development locally. We need a leadership that can adopt a whole :KDWRSSRUWXQLWLHVGR\RXVHH"b system approach to active lifestyles and work Muir: The health service needs to help – prescribing with local authorities, education providers and DFWLYLW\HYHU\WLPHDGUXJLVSUHVFULEHGb employers to show how healthy localities can Tara: There needs to be a greater impact social and economic outcomes. understanding of the health and social priorities Stuart: We predict a significant contraction of local authorities. We need to work with local in the workforce for employed roles, which partners to become catalysts for change. means displaced workers will either look to We’ll work with key stakeholders, operators, other sectors or set up new opportunities. active partnerships and sports bodies to Less employment in facilities will necessitate shape and support a workforce around adaptation and becoming more flexible with impactful, sustainable systemic change. where they work. Micro gyms, pop-up gyms, Stuart: The possibilities are endless: retraining mobile activity provision at home or in community opportunities, employment solutions such as centres etc, will become increasingly essential. apprenticeships, traineeships and kickstart, as well ©Cybertrek 2021 Issue 5 2021 73 POLICY We need to take a whole system approach to create a ‘National Wellness Service’ Elaine Briggs, FutureFit Training as providing the support and guidance for people to start micro-businesses and social enterprises. We could establish local and community employment collectives and trust banks, so people can access ‘micro credit’ and short hours employment can be DJJUHJDWHGWREHFRPHVRPHWKLQJORQJHUWHUPb Elaine: Having to adapt to a new way of working and living under lockdown has provided the opportunity to do things differently, embrace technology, undertake learning and reach out to others. The result will be our workforce seeking a PRUHIOH[LEOHZD\RIZRUNLQJDQGFROODERUDWLQJb How can we ensure that wellbeing through exercise is available to all on a more equitable basis, rather than being the preserve of the well-off? We need to educate the Muir: The NHS needs to shift £100m from the workforce and the public about drugs budget to the activity therapy budget. WKHEHQHʛWVRIOHDGLQJDKHDOWK\OLIH Tara: We have the most incredible ‘product’, which anyone can access, regardless of gender, LES MILLS PHOTO: background, postcode or finances. If product focus is one step, then the next Collaboration, contribution and solution must surely be delivery. An inclusive and firmly ensconced in every delivery model’s creative model, providing accessible, safe, PLQGVHWDQGYDOXHVDUHDOVRNH\b enjoyable environments, is ours to share. Stuart: Our [Sport England] strategy has a major aim to connect efficiently with health. Our workforce must be professionally recognised and regulated to make social prescribing easier DQGSDUWRIWKHVWDQGDUGKHDOWKRIIHULQJb Our role We’ll also extend our pilot work with occupational therapists based in leisure facilities needs to be better WRPDNHWKLVVXSSRUWPRUHHDVLO\DFFHVVLEOHb Elaine: We need to educate our workforce and the understood in public about the benefits of leading a healthy life. The workforce needs to understand that the answer lies not the allied health in fitness and facilities but in communities and health. The public needs to be made aware of the many professions opportunities they have to become healthier in their local areas, assisted by a professional and credible Tara Dillon, CIMSPA ZRUNIRUFHUHFRJQLVHGE\WKHKHDOWKVHFWRUb 74 Issue 5 2021 ©Cybertrek 2021 We need to build an industrial strategy and explore the possibility of a sector deal with the government Stuart Armstrong, Sport England Stuart: The workforce needs a better understanding of health conditions generally. Having a workforce able to engage with people with long-term health conditions is essential to meeting their needs and giving them confidence that they will be cared for effectively. Elaine: There’s a step to be taken before ‘semi-medicalising’ the workforce. That is to change behaviours and mindsets about our sector’s training and what it does. We need to reimagine our sector and the vital part we play in people’s health. Only with a willingness to change our services will we present the opportunities for a different approach and essential skills. Should we be ‘semi-medicalising’ How can we get funding to reskill the sector? our workforce? Tara: Funding is critical. We need to work with the Muir: Long-COVID is just another long-term government to ensure activity is at the forefront condition; the workforce needs the confidence, of their minds when rebuilding society. We’ve got skill and knowledge to treat it as such. to do that in a more unified way than previously. Tara: We have excellent standards of impactful Stuart: We need a stronger understanding of the practice such as cancer prehab, diabetes clinics employment and skills required of our sector – we etc. We do, however, need to continue to educate need granular knowledge from the ground up. advocates, such as GPs and occupational and mental Then we’ll be able to tap into local sources health professionals, about the benefits of activity. of skills funding, influence education providers, Our profession is skilled-up to increase activity and build a national picture to develop an among the population – we can help prevent industrial strategy and explore the possibility people from becoming ill – but our role needs to of a ‘sector deal’ with the government. be better understood by allied health professions. Elaine: We need to take a whole system approach That’s not to say that our workforce shouldn’t when considering what skills are required to create always look to upskill, but I don’t think ‘medicalising’ a ‘National Wellness Service’. This would require our professionals will encourage more people buy-in and funding from local and national agencies. to get active, whereas getting the support and The measurements of such training would link to buy-in from our healthcare colleagues will. ORFDODQGQDWLRQDOSULRULWLHVDQGRXWFRPHVbO ©Cybertrek 2021 Issue 5 2021 75 SPONSORED MAPUSH/SHUTTERSTOCK.COM Discover Orbit4 The advanced tendering platform for gym operators Daniel Jones is the brains behind Orbit4, the world’s first digital ecosystem to manage and facilitate the entire commercial fitness product cycle. We caught up with him at Orbit4 HQ in Cheshire What is Orbit4? Why are gym operators and your Orbit4 is the umbrella brand for our fitness industry partners so excited about this platform? platforms: FitnessCompared, FitnessFinance, Orbit4 is an amazing present to the industry and WeServiceGymEquipment and WeBuyGymEquipment. a genuine win-win for any company involved in The company has qualified and aggregated the the fitness industry. It allows gym operators to industry’s best partners so that gym operators have go digital when it comes to purchasing, financing, access to the wider market. We’re providing automatic maintaining and disposing of fitness equipment. pricing following the bidding process when gym Our qualified, aggregated partners are placed operators are looking to purchase and finance gym into our bidding platforms to provide the perfect equipment, tender for service contracts and dispose ecosystem to tender at relevant times during the of or resell unwanted assets. We’ve even given our asset cycle. Spreading the net across the whole industry its own fitness equipment comparison site! industry in a few clicks of your mouse enables you to quickly and impartially test the market. These are really exciting What’s the next big thing? Gym operators are particularly excited about times for our group, which our plans to combine all the businesses on one dashboard called Orbit4 Premium. recently received £350,000 With the inception of WeBuyGymEquipment in 2015, FitnessCompared in 2018 and now FitnessFinance and of growth funding to WeServiceGymEquipment, it is the next logical step. Orbit4 Premium is currently in its final build help us ramp up services phase so we’re looking forward to making further announcements in the forthcoming weeks. These for our customers are really exciting times for our group, which recently received £350,000 of growth funding to Daniel Jones, CEO, Orbit4 help us ramp up services for our customers. 76 Issue 5 2021 ©Cybertrek 2021 Orbit4 provides digital solutions for purchasing, ʛQDQFLQJPDLQWDLQLQJDQG GLVSRVLQJRIʛWQHVVHTXLSPHQW NDAB CREATIVITY/SHUTTERSTOCK NDAB Why is Orbit4 important for the industry? the USA, EMEA and the UK. Our platforms have As an industry, we’ve been buying fitness equipment, been live in the US and EMEA for two and a half renewing service contracts, managing and disposing years so it’s now time to up our game and drive our of assets in what some would say is an archaic offering into more countries within these regions. way for far too long. The automotive industry has New opportunities are presented to stakeholders made digital the norm for purchasing, servicing and depending on what product or service they offer. trading-in. Our industry needs to seriously catch up In turn, gym operators benefit from the increased with the rest of the world and Orbit4 is the perfect efficiencies via streamlining the procurement solution. Pure digital transformation is here! process, financing, tendering of service contracts and achieving the best price for unwanted equipment. What is the process of The inclusive nature of the platforms provides aggregating the partners? the perfect environment for all stakeholders It’s essential that we partner with quality companies to do business efficiently, effectively and who are going to represent our brands well and share with 100 per cent transparency. the same values. We carry out a thorough vetting process when we have an enquiry from a new fitness Can you save the planet? equipment supplier, service provider or trader. Each We can help! If your fitness business is more business must have an element of experience in the environmentally friendly, then it will appeal to a sector, hold relevant insurance certificates and have passionate and loyal customer base. Orbit4 will help a positive reputation. The fitness industry is a small you do that while reducing your expenses and cutting world so we know many of these brilliant companies the negative environmental impact of your business. already, as well as the less reliable ones (to avoid!) What are your plans for the future? As explained before, we have successfully brought investment into the business via debt funding. The More: https://orbit4.org short-term plan is to employ more people across Email Daniel Jones: [email protected] ©Cybertrek 2021 Issue 5 2021 77 OPINION Aiming for Equality Moving Communities is our chance to demonstrate our value and develop a universal service for all, argues Martyn Allison port England and its partners should be applauded for the investment in Moving Communities, because it not only gets us further forward in the S development of data-based evidence, it also brings together a range of data about how well we’re recovering from the 1) Recovery effects of the pandemic while giving insights into It will enable us to track our own recovery and how we can contribute to the huge challenges see how well this is happening, who’s returning facing councils and the health sector. to facilities, their views on the experience Money from The National Leisure Recovery Fund, and how efficient and effective we are. recently distributed by Sport England, provided By sharing and comparing data and £100m to help address some, but nowhere near evidence, we can identify and build on good all, the financial problems being experienced by practice and share innovation. Above all, we public leisure facilities, however, it leaves a problem can learn from and support each other. which is likely to continue, despite reopening. Any operator or provider in a contractual 2) Evidence relationship with councils will face a difficult year It will provide us with an evidence-based and the period between the May 2021 elections narrative to share with councils as they investigate and the setting of the 2022/23 budgets will be future policy and financing of leisure services critical in shaping the future of public leisure. over the short-, medium- and longer-term. There are three reasons we must now seriously It will help us define who’s benefiting engage with Moving Communities to maximise from our services, who’s not using the quality and coverage of data it will provide: them and their social value. Many leisure centres have shifted Sport England’s Moving Communities from requiring subsidies by councils initiative is monitoring the impact of to making profits or surpluses government investment in leisure centres At the same time, their use by the less However, Moving Communities data is not well off has fallen from 62 per cent fairly representing the whole of society in 2014 to 39 per cent in 2019 and is focusing on gym memberships 78 Issue 5 2021 ©Cybertrek 2021 TZIDO SUN/SHUTTERSTOCK Generating an accurate picture of how leisure centres are used will be a big step towards redesigning a service that addresses rising health inequalities It will enable us to get a better balance Failure to provide evidence that the initial between efficiency and effectiveness so we can funding has been successful would not be contribute to the wider health-based partnerships helpful for those making our case. that will develop within the Integrated Care As a previous chair of the Quest/NBS board Systems and Primary Care Networks. Health I’ve always encouraged the sector to make investment is evidence-led and without evidence, more use of data and evidence – both to help relationship building will be much harder. improve its performance and to evidence its value and impact. However, I’ve often found 3) Further support reluctance to fully engage with measurement, It will enable Sport England to demonstrate whether it be the National Performance to central government the impact of Indicators, Active Lives, or the NBS itself. the £100m recovery fund and make As a sector, we seem very comfortable when the the case for further support. data confirms how good we are but less comfortable This could be additional financial support when it exposes our weaknesses and where we direct to councils through a further allocation to could improve. This cultural reluctance has held the recovery fund, specific recognition through us back in the past and will do so again if we don’t local government financial settlements, or funds wake up fast to the importance of data to the allocated through health policy and funding. current challenges and opportunities ahead of us. Activity on a pay-as-you-go, casual or These weaknesses in data collection will concessionary basis is not being counted mean we fail to show the full picture in official numbers in many cases of the social value of our services We’re only tracking what’s happening We must report accurately on how with more wealthy people and excluding facilities are being used and how they’re people who are less well off addressing health inequalities ©Cybertrek 2021 Issue 5 2021 79 Councils and health partners will OPINION ʛQGLQGXVWU\GDWDELDVHGLILW GRHVQȷWWHOOWKHFRPSOHWHVWRU\ We risk being accused of making health inequalities worse, not better, at a time when they’re increasing My optimism is tempered by fears that the story we might tell using Moving Communities could be partial and flawed by the data itself and how it’s collected. These very personal reflections emanate from research I’ve done recently when developing my thinking on Proportionate Universalism, as presented in a paper published by the Sport Think Tank (www.HCMmag.com/universal). 3) Incomplete sample I have four concerns. Although operators and councils are being asked to survey all customers to minimise the risk of a 1) Representative data biased picture emerging, the customer experience We expect early attendance to be constrained surveys behind Moving Communities rely on online by safety and financial concerns, so any picture responses generated via email requests which painted by this data will be a partial one and could miss many of those accessing the facilities hardly representative of our communities. on a casual, targeted or concessionary basis. In addition, if we only rely on participation data Given initial COVID-19 safety requirements generated from membership schemes to paint the mean more customers have to provide contact picture, we’re very likely to demonstrate – as we information, this should limit under-representation GLGEHIRUHWKHSDQGHPLFȲbWKDWZHPDLQO\VHUYH in the initial stages of reopening, but once those coming from better-off communities. these requirements are relaxed, the reliance If this is the case we risk being accused of on using more easily accessed data relating actually making health inequalities worse, not to usage by people with memberships would better – at a time when health inequalities result in a biased picture emerging again. are increasing due to the pandemic. 4) Stakeholder priorities 2) Access to data If we only rely on this easily accessible membership Usage of facilities by the less-well-off and other scheme data from which to calculate social value often excluded groups usually happens through there’s a further danger that we’ll be telling a casual use, targeted programmes and concessionary partial story and one that many councils and charging schemes and is often missed from KHDOWKSDUWQHUVPD\ILQGXQKHOSIXOȲbHVSHFLDOO\ participation data, because this data is either if their primary focus is on those most in harder to access and collect or unavailable. need and on reducing health inequalities. 80 Issue 5 2021 ©Cybertrek 2021 HALFPOINT/SHUTTERSTOCK GRAPH 1 INDEX OF MULTIPLE DEPRIVATION 3DUWLFLSDWLRQYVFDWFKPHQWSURʛOH 14% 12% 10% 8% Participation data by deprivation The implications and potential risks of only using 6% membership scheme data are shown clearly in 1 2 3 4 5 6 7 8 9 10 Graph 1, produced for me last year by DataHub. PRVWGHSULYHGȲOHDVWGHSULYHG It shows an analysis of usage by deprivation in 2019, using data from 908 sites that Throughput (IMD) provided consistent data across a full &DWFKPHQWSURʛOH ,0' 12-month period, including over 93 million Linear (throughput (IMD)) visits from 3.4 million individuals. /LQHDU FDWFKPHQWSURʛOH ,0' The orange line shows participation by deprivation levels, using the Index of Multiple Deprivation, commonly known as the IMD To the right of where they cross usage is over- ȲbWKHRIILFLDOPHDVXUHRIUHODWLYHGHSULYDWLRQ representative of the least deprived communities. for England. The line rises from the most To the left of where they cross usage is under- deprived to the least deprived, showing representative of the least deprived communities. participation increasing in line with wealth. This means when it comes to the size of The blue line is the overall catchment population the catchment, a greater number of people living within a 15 minute drive-time of the sites are from deprived communities, but when LQWKHVDPSOHȲbDJDLQVKRZQE\,0'JURXS it comes to participation, the people who This trend line falls from the most deprived to the take part are more likely to be well off. least deprived, showing that there are more people The two dotted lines are trend lines for in the most deprived groups living in the catchment throughput and catchment population. area than from the least deprived groups. There’s a risk the same picture or an The two lines cross roughly in the middle at even worse picture will be presented by the the level of socio-economic group IMD 5. Moving Communities monitoring study. ©Cybertrek 2021 Issue 5 2021 81 OPINION New research A recent research paper called The contribution of leisure centre usage to physical activity in Leisure centres contribute 55 the United Kingdom: evidence from a large minutes of the recommended 150 population-based cohort, published this year minutes of exercise each week in the Journal of Physical Activity and Health, concluded that leisure centres do make a valuable contribution to health, saying: it’s possible that price is a contributing barrier “In this large population-based study, our results to access, but we were unable to examine the demonstrated that the provision of local authority effect of concession pricing, since the trust made leisure centres contributed a median of 55 minutes changes to its concessionary access scheme of moderate/vigorous leisure-time physical activity in the period covered by the data extract. per week to the recommended 150 minutes of “This was further complicated by the way moderate/vigorous physical activity per week. memberships were tagged in the reporting systems, WAVEBREAKMEDIA/SHUTTERSTOCK “This means local authority leisure centre with the term ‘concessionary’ applied to any members achieve approximately a third of the discounted membership, rather than just to those World Health Organization’s recommended on low incomes or who were registered disabled. 150 minutes of moderate/vigorous weekly “Pricing in the local authority leisure physical activity through leisure centre use. sector to encourage use by targeted groups “This is an important contribution, which should is complex. Quantitative studies have be combined with an encouragement for users reported that offering free memberships can to be active in other environments to achieve increase participation but that if free use is the recommended levels of physical activity.” removed, usage is not always maintained. But they also found that: “Of interest in the current study, the majority “Those from more deprived areas were less of exercise referral usage was on a pay-as-you- likely to access local authority leisure centres. As go basis. Given that those who took out prepaid/ [they] have potentially less disposable income, monthly memberships used the centres for a 82 Issue 5 2021 ©Cybertrek 2021 Generating an accurate picture of how leisure centres are used will be a big step towards redesigning a service that addresses rising health inequalities TABLE 1 1DWLRQDO6WDWLVWLFV6RFLRHFRQRPLF &ODVVLʛFDWLRQ$QDO\WLF&ODVVHV 1 Higher managerial, administrative and professional occupations 1.1 Large employers and higher managerial and administrative occupations 1.2 Higher professional occupations 2 Lower managerial, administrative and professional occupations 3 Intermediate occupations 4 Small employers and own account workers 5 Lower supervisory and technical occupations 6 Semi-routine occupations 7 Routine occupations 8 Never worked and long-term unemployed much longer period of time, the leisure trust over-representation from the better off and should explore ways of encouraging a move from under-representation from the least well off. pay-as-you-go to a prepaid monthly membership It also highlights the challenges of collecting for this group, as it may improve retention. non-membership data from casual users and “A caveat for this must be that pricing from concessionary charging schemes that do strategies do not exclude those in who are not differentiate between users. If this data in the lowest income brackets. Qualitative collection problem is replicated in Moving evidence indicates that navigating the competing Communities it will fail to show a full picture of pressures of providing services for the public the value and impact of the service we provide. good and remaining commercially viable make pricing decisions difficult and that pricing is &XVWRPHUSURʛOHVDQGH[SHULHQFH only one barrier to accessing facilities. Moving Communities also utilises much of the data “We acknowledge the complexities of the collection technology of the National Benchmarking interactions between concessionary pricing and Service (NBS). I’ve pointed out previously that commercial viability; however, where concessionary although this service has highlighted a significant pricing schemes exist, they must be clearly defined improvement in financial efficiency when it comes and accurately tagged within the reporting systems to the delivery of leisure services, we have seen a to enable future examination of their effectiveness.” deterioration in access – particularly among people The usage data shown in this research reflects in socio-economic groups six and seven – those in the same pattern shown in Graph 1 – namely semi-routine or routine occupations (see Table 1). ©Cybertrek 2021 Issue 5 2021 83 OPINION It’s important that operators try as hard as possible to maximise the accuracy of the data Before the pandemic, the financial performance of public facilities was improving significantly and the 2019 annual report from the NBS showed the median for cost-recovery in leisure centre management standing at 107 per cent ȲbDQLQFUHDVHIURP SHUFHQWLQ Although there are still variances in terms of performance, depending on the type of management and the nature of the facilities, Social Value this average shift of 16 percentage points has Finally Moving Communities will also enable us to transformed the industry from requiring subsidy to calculate the social value being generated, but if this PDNLQJDUHWXUQIRUPDQ\FRXQFLOV,WPHDQVWKDW is mainly derived from the better-off members of 62 per cent of facilities were no longer subsidised our communities who can afford to join and pay DQGWKHPHGLDQUHWXUQWRFRXQFLOVZDVe regular membership subscriptions and complete But at the same time, the level of use by people online surveys, once again the picture we paint in socio-economic groups six and seven had FRXOGEHSDUWLDORUIODZHG'HPRQVWUDWLQJKLJK fallen from 62 per cent in 2014 to 39 per cent in social value in relation to the most affluent is 2019, while the level of use by people in socio- unlikely to stimulate additional investment from economic groups one and two (higher and lower FRXQFLOVWKDWDUHVWUXJJOLQJZLWKWKHLUILQDQFHV managerial occupations) has risen from 55 per FHQWWRSHUFHQWLQWKHVDPHWLPHIUDPH Recovery and inequality This shows that although profitability was The state of council financing means that many improving, representation by those with the facilities will be under threat and if recovery is JUHDWHVWKHDOWKQHHGVZDVJHWWLQJZRUVH VORZWKHSUREOHPZLOOFRQWLQXHWRJHWZRUVH Once again how we collect data about our Irrespective of how hard we work to users in Moving Communities will be critical to make the data as accurate as possible, the WKHVWRU\LWILQDOO\WHOOV7KHV\VWHPLVGHVLJQHG FRUHRIWKLVSUREOHPZLOOUHPDLQȲbQDPHO\ to use online surveys, but if operators do the nature of the current business model, not have access to casual users through email which has driven the generation of more there’s a real danger the picture we paint and earned income and the reduction of council WKHVWRU\ZHWHOOZLOOEHIODZHGDQGXQKHOSIXO subsidies, in many cases replacing it with It’s important that operators try as hard as ILQDQFLDOUHWXUQVEDFNWRVRPHFRXQFLOV possible to maximise the accuracy of the data :KLOHZHȷYHLPSURYHGRXUHIILFLHQF\DVDVHFWRU collected from all users, despite their concerns we’ve also reduced access for many and as a about the time and effort required to complete result, our effectiveness in terms of equality has WKHVHWDVNV:HDOOVKDUHDUHVSRQVLELOLW\WR exposed the fragility of this model, which will make SUHVHQWWKHIXOOHVWHYLGHQFHEDVHZHFDQ UHFRYHULQJIURPRXUFXUUHQWSRVLWLRQFKDOOHQJLQJ 84 Issue 5 2021 ©Cybertrek 2021 HALFPOINT/SHUTTERSTOCK Allison say while we’ve improved RXUʛQDQFLDOHʡFLHQF\DVDVHFWRU we’ve reduced access for many Conclusions groups in short-term interventions at the expense Councils may be faced with a stark choice – moving of being included in a more universal service. even further to a commercial model and excluding This means changing how the system works. more of those most in need, or thinking about As Sir Michael Marmot argues in his report how they can justify additional short- or long-term Health Equity in England: The Marmot Review 10 investment that is more focused on addressing years on, (www.HCMmag.com/Marmot) in order health inequalities. They may also question whether to address deep-seated health inequalities, we leisure facilities are the best way to do this. must use the totality of resources in a concerted Some councils will simply accept that leisure way, rather than relying on ‘additional’ pots. centres can make little or no contribution “Focusing solely on the most disadvantaged to addressing health inequalities and at will not reduce health inequalities sufficiently,” best they will operate in a way that assists said Marmot. “To reduce the steepness of with the health maintenance of people the social gradient in health, actions must be who are most willing and able to pay. universal, but with a scale and intensity that There will, however, be some councils is proportionate to the level of disadvantage. and operators that will be willing to find We call this proportionate universalism.” innovative solutions to address both health Generating a clear and accurate picture of how improvement and health inequalities. our leisure centres are being used and how they are This will require councils to invest more and recovering will be a big step towards redesigning operators to change 1. how they use membership a service that is truly universal but proportionate schemes so they don’t exclude people unnecessarily, to need. Moving Communities is not only a great 2. how they set and use concessionary charging so chance to demonstrate our public value but also it doesn’t exclude people and, 3. how they develop an opportunity to improve our contribution inclusive programming that doesn’t involve specific to addressing rising health inequalities. O ©Cybertrek 2021 Issue 5 2021 85 FACILITIES Floor it Choosing the right flooring is critical for gym and health club operators. Suppliers share their latest news, tips and product launches to help you choose wisely *\PʜRRULQJLVDPDMRULQYHVWPHQW DQGFKDQJLQJLWFDQEHGLVUXSWLYH VRPDNLQJWKHULJKWFKRLFHLVYLWDO 86 3DYLʜH[UHSRUWVD JURZLQJGHPDQGIRU VSHFLDOLVWʜRRULQJ PHOTO: PAVIFLEX PHOTO: PAVIFLEX We’re launching a new type of fl ooring at FIBO 2021 that will maximise shock absorption and noise reduction Manuel Martínez / Paviflex uyers in the fitness market are stronger flooring called Monster, with demanding specific technical an eco version called Monster Eco. B flooring for gyms, searching for This is made from 14mm thick products that are easy to install pure virgin rubber in 1sq m tiles, and maintain, waterproof, anti-bacterial, to satisfy the most demanding hard-wearing, long-lasting, non-slip requirements for heavy use. and with shock absorption and At present we’re also working acoustic isolation properties. on and testing a new type of In our range, Fitness flooring that will maximise Xtreme and Fitness shock absorption and Xtreme Eco are the most noise reduction. We in demand and during expect to present this this atypical year, we’ve at FIBO 2021 and we PHOTO: PAVIFLEX also invested a lot of believe it will become time developing a new one of our best sellers. ©Cybertrek 2021 Issue 5 2021 87 FACILITIES 3DYLJ\PȷVʜRRULQJ KDVEHHQFHUWLʛHGDV EHLQJDQWLEDFWHULDO PHOTO: PAVIGYM Our virgin rubber fl oor has been certifi ed as bacteriostatic, fungicidal and with a VOC A+ rating Kenny Wattam / Pavigym ost operators didn’t used to think they both inhibit the growth of microorganisms carefully about their flooring and have the capacity to eliminate some of M choice, but now they’re realising the microorganisms present on the surface, how important it is to offer to prevent the spread of various diseases. a clean space to their customers. Another key factor, which is perhaps less Our gym flooring solutions are virgin known, is that our virgin rubber flooring is rubber, so they’re not porous and are internationally certified by the VOC completely waterproof – they don’t directive as class A+ when it absorb any liquid, whether it be comes to the emission of sweat or anything containing volatile organic compounds. viral material. This avoids This means it doesn’t bad odours and makes floors release emissions into easier to clean and disinfect. the surrounding air, They’ve also been certified including those carrying PHOTO: PAVIGYM as bacteriostatic and fungicidal microorganisms that may and thanks to these properties, be present on the floor. 88 Issue 5 2021 ©Cybertrek 2021 Overfl ow gym areas need protective fl ooring before heavy equipment is located there John Halls / Physical Company he current focus for operators as and when needed, but won’t is understandably on must- peel up in the meantime. T dos: cleanliness, limited class More short-term, but still an capacity and social distancing. important consideration while social While flooring might not be the distancing remains in force, overflow first thing that comes to mind gym areas need protective flooring to when it comes to COVID-19 be put down before heavy equipment response, there’s much that can be is relocated there. Rubber tiles for done to support these efforts. example – fitted as a temporary For example, we’re hearing from solution without being bonded down a number of our club partners that – can protect floors in the short members have appreciated having term and then be lifted up and used PHOTO: PHYSICAL COMPANY their own personal workout spaces elsewhere further down the line. clearly marked. So much so, that Finally, we must touch on mats, these will be offered moving forward which absolutely need to be easy- on a more permanent basis, meaning clean. We’re seeing a number a professional finish is now required. of operators replacing existing Our solution – similar to the floor stock with closed cell, wipe- graphics you see in supermarkets – clean, non-sweat absorbing Airex PHOTO: PHYSICAL COMPANY has been developed in partnership mats – both for ongoing hygiene with a floor transfer and vinyl reasons and to give members a specialist. Lines are removable confidence-boosting fresh start. 3K\VLFDO&RPSDQ\ʜRRULQJ on show at Six3Nine SHUVRQDOWUDLQLQJ/RQGRQ ©Cybertrek 2021 Issue 5 2021 89 FACILITIES 796ʜRRULQJLQWKH6WURQJHU WUDLQLQJVWXGLRDW*\PQDVLXP LQ:DQGVZRUWK/RQGRQ Gym activities can take place as normal – the noise and vibrations are imperceptible to neighbours PHOTO: TVS GROUP TVS PHOTO: Andy Roberts / TVS Group e were recently tasked with The overall effect means assorted supplying and installing gym activities can take place as W problem-solving flooring normal and noise and vibrations solutions in a new strength, are imperceptible to neighbours conditioning and mobility gym in both nearby and further afield the heart of a busy London suburb. – a win-win solution for all. Architect-designed Gymnasium The Stronger studio, located in Wandsworth features three at ground floor level, features six training studios: Athletica – elite-level lifting platforms. Part of where the focus is on cardio and the task was to enable a seamless high impact activities; Stronger – a transition between the surrounding dedicated space focusing on strength flooring and the lifting platforms. training; and Compete – a studio where budding We installed heavy duty TVS Sportec gymnasts can develop core strength and skills. tiles over impact protection tiles, ensuring a flush The Compete studio backs onto a tower containing finish between the junction of the gym flooring residential and business premises, presenting potential and the lifting platforms. This detail is not only noise issues, so after an acoustic appraisal, it was aesthetic, it also means there’s less likelihood of agreed we should supply and install a multi-layered tripping as gym members move between zones. flooring solution with noise dampening qualities. Flooring in the Athletica studio was much more Our chosen approach also inhibits straightforward, as we were able to install a single PHOTO: TVS GROUP vibrations caused by gym activities from layer of our TVS Sportec heavy duty rubber entering other parts of the building. tiles straight over the concrete substrate. 90 Issue 5 2021 ©Cybertrek 2021 Images: https://billybolton.com Flooring for Sport & Leisure Facilities Point elastic and area elastic sports surfaces for indoor multi-use facilities. )BSEXFBSJOH TPVOEEFBEFOJOHƌPPSJOHGPS weightlifting areas. Porous and non-porous surfaces for outdoor tennis, basketball and netball courts. Vibration control and acoustic isolation in gyms, cinemas and bowling alleys. Sound-absorbing wall panels for sports halls, PƍDFTBOENFFUJOHSPPNT Contact us now: T: +44 (0) 1706 260 220 E: [email protected] www.TVS-Group.co.uk P L P I E U R S • • S SC H E O S W C A PHOTOS: ANEURIN LEISURE PHOTOS: We saw this time as an opportunity to strike and to come out of lockdown Aneurin Leisure has installed with a new offer and Precor’s 800-line cardio a competitive edge at all three of its sites Tom Kivell, Aneurin Leisure The power of networking Aneurin Leisure Trust used lockdown to transform and digitise its gyms, ready for reopening elsh leisure trust, Following the £600,000 The cutting-edge facilities now Aneurin Leisure, in refurbishment, Ebbw Vale Sports each offer Precor’s top-of-the-range partnership with Centre, Abertillery Sports Centre 800-line cardio in the all-new Black Blaenau Gwent and Tredegar Sports Centre each Pearl All Tungsten colourway, with W County Borough feature a full complement of Precor P82 touch-screen consoles and the Council, forged strength, cardio and functional Preva networked fitness solution. ahead with full gym refurbishments equipment, with Precor’s networked In addition to delivering content via in all three of its sites, despite fitness solution and Advagym by Sony the gym’s cardio machines, Aneurin the pandemic, with the centres together ensuring a strong focus on Leisure opted to complement each offering a hybrid in-person digital connectivity throughout. Precor’s new Resolute Strength and digital gym solution for Tom Kivell, Aneurin Leisure’s line with Advagym by Sony – the returning and new members. fitness development manager, unique solution that guides says: “We decided to refurbish exercisers in using the machine the three facilities as our previous safely, by loading each sensor with kit was eight years old and very how-to videos, as well as logging dated. We started the process in every rep and exercise completed. September 2019, but the pandemic Steve Carter, managing director put everything on hold. Considering of Precor UK, says: “In bucking the impact coronavirus has had on the trend and choosing to future- our sector, everyone’s mindset has proof its facilities now, Aneurin been understandably cautious. Leisure is testimony to the fact that “We could easily have stalled our our industry can come out of the PHOTO: PRECOR PHOTO: redevelopment plans, but thanks to pandemic fighting fit. In choosing the government furlough scheme, to partner with Precor, Aneurin Aneurin Leisure is putting access to new grants and careful Leisure is putting technology at the technology at the forefront budgeting, we knew we could invest, forefront of its offer to ensure it can of its offer to ensure it grow and set ourselves up to thrive engage with and attract members after reopening. We saw this time as from all demographics and provide can engage with members an opportunity to strike and to come a best-in-class offer in the area.” O from all demographics out of lockdown with a new offer Steve Carter, Precor UK and a competitive edge in our area.” Owww.precor.com ©Cybertrek 2021 Issue 5 2021 93 Boosting membership sales post lockdown Hussle’s free marketing channel It stands to reason this year’s primary focus will be recouping lost revenue and driving income, and we wish our industry every success as it begins rebuilding memberships bases. When the post lockdown bounce starts to wane, Hussle can help attract the 85% of the population not currently interacting with our sector through access to: Extended ‘network effect’ marketing reach nationally Big-brand commercial partnerships, such as Revolut banking App’s 3.9 million UK users Corporate giants including Facebook, CBRE and the NHS In the last 18 months Hussle has: Brought 66,000 disengaged ex-members back Encouraged 14,000 brand new customers into gyms Turned more than 30,000 try-before-you-buy customers into direct club members Can your club afford to miss out on this risk-free opportunity? On average, 26% of Hussle customers go on to become direct members of gyms they visit, and Hussle’s new Membership www.hussle.com/list-my-gym Conversion Service proactively encourages users to directly join clubs they attend regularly. P L P I E U R S • • S SC H E O S W C A Active Leeds has had 7,000 visits to its sites via Hussle in two years PHOTO: HUSSLE PHOTO: A proven revenue generator An ongoing partnership ctive Leeds has been us and has allowed us to increase between Active Leeds working with Hussle as its our footfall and revenue. digital marketing partner for “Our number of customer visits and Hussle has created the past two years, creating increased 33 per cent year on year exciting results in the A nearly 7,000 visits to the (comparing Q1 2019 with Q1 2020), trust’s 12 sites in that time. despite the fact we were only trading form of increased usage “We felt working alongside for half of March due to COVID-19,” and memberships Hussle was a good opportunity explains Frieze. “Hussle visited to to get a wider customer base give us a performance review and we into our facilities,” says Mathew agreed some actionable plans to help Frieze, sales and retention officer us increase our revenue further in at Active Leeds. “We needed a 2020. However, this was just before way to expand our membership the pandemic hit, so we’re looking portfolio and felt that engaging to resume these plans shortly.” Hussle’s services was the most cost- Hussle’s nationwide marketing effective way for us to achieve this. power attracts customers to “Hussle has helped us to Active Leeds through commercial communicate our vision – that partnerships and its corporate Leeds is the best city to be active offering, which has also enabled PHOTO: ACTIVE LEEDS ACTIVE PHOTO: in – to a much wider audience than the trust to grow its membership Hussle has helped us to we could have achieved alone. base. “The way Hussle goes about communicate our vision to “Anyone using the Hussle platform advertising follows our brand a much wider audience than is exposed to our facilities, meaning and the messaging – getting we attract customers we’d never more people active – is in line we could have achieved alone normally get through the doors – with ours too,” says Frieze. “We Mathew Frieze, Active Leeds not just people who live in Leeds know that some customers go but anyone working in the area or on to join our clubs directly and passing through as they’re moving we look forward to working around the country. We’ve attracted with Hussle’s new Membership a new segment of the market that Conversion Service later this year.” we wouldn’t otherwise be able to tap into. It’s very beneficial for Owww.hussle.com/list-my-gym ©Cybertrek 2021 Issue 5 2021 95 SUPPLIERS OF HIGH QUALITY » Lockers, benches, padlocks and cubicles CHANGING ROOM » Changing room design SOLUTIONS FOR » Consultation services THE FITNESS AND » Locker servicing and maintenance LEISURE INDUSTRY » Financial solutions Official distributor of SUITMATE® Swimsuit Contact us today for more information Water Extractor in T: 0203 651 1500 England, Scotland E: [email protected] and Wales P L P I E U R S • • S SC H E O S W C A Safe Space ensures that TRIB3’s changing facilities match its premium experience PHOTO: SAFE SPACE SAFE PHOTO: afe Space, supplier of lockers area, in order to maximise space Changing and changing room solutions and ensure that the facilities to the fitness and leisure matched the premium experience concept industry, has been a chosen that TRIB3 is renowned for. S supplier to boutique fitness “We want every visit to a Safe Space Lockers has studio operator TRIB3 TRIB3 store to be a unique and since 2016, installing changing unforgettable experience. Our extended its partnership facilities at eight TRIB3 studios so ethos and customer journey with boutique fitness far across the UK and Europe. focuses on ‘prepare, sweat and franchise TRIB3, in a Most recently, Safe Space recover’, with the changing facilities completed the design and installation being a big part of that,” explained new 10-site supplier of the changing rooms at TRIB3 Kevin Yates, CEO of TRIB3. agreement, following Edinburgh, a new corporately- “Over the years, in working with owned site and the brand’s first Safe Space, we’ve evolved and the recent installation studio in Scotland, which opened in developed our locker room offering, at TRIB3 Edinburgh May. TRIB3 Edinburgh is part of the exploring new product and design iconic Raeburn Place development developments, and the support in Stockbridge. The site, which and advice from the Safe Space is known as the birthplace of team has been invaluable. They’ve international rugby, is currently delivered our vision for every store, undergoing major work in keeping on time and on budget and, crucially, with its sporting heritage, to establish achieving the unique look and feel a new hub for the community. that’s central to the TRIB3 brand. Tasked with designing a changing “The Edinburgh site is particularly room concept for the Edinburgh significant as our first in Scotland studio in line with the operator’s and one of our largest stores; we’re distinct look and feel, Safe Space’s really happy with the outcome.” PHOTO: TRIB3 PHOTO: solution incorporated 32 two- Following the recent install at We want every tier lockers with keyless locking TRIB3 Edinburgh, Safe Space was visit to TRIB3 to be an mechanisms, utilising perforated awarded a new 10-site supplier unforgettable experience sheet metal in black for the doors to agreement to support the roll-out of align with the brand’s industrial style. new corporately-owned and franchise and the changing facilities As part of the work with TRIB3, sites across the UK and overseas. are a big part of that Safe Space also advised on the Kevin Yates, TRIB3 design of the overall changing Owww.safespacelockers.co.uk ©Cybertrek 2021 Issue 5 2021 97 directory ARCHITECTS & DESIGNERS DIRECT DEBIT COLLECTION Membership payments without the heavy lifting WELLNESS DESIGN EXPERTS Get in touch today w: debitfinance.co.uk e: [email protected] zynkdesign.com +44 (0) 207 193 1430 www.zynkdesign.com www.debitfinance.co.uk COMPUTER MEMBERSHIP SOFTWARE FLOORING Gym Flooring & Acoustic Solutions RUN YOUR FACILITIES MORE EFFECTIVELY [email protected] Contact us now: legendware.co.uk 0ƍDF +44 (0) 1706 260 220 Email: [email protected] www.TVS-Group.co.uk www.legendware.co.uk www.tvs-group.co.uk COMPUTER MEMBERSHIP SOFTWARE FUNCTIONAL TRAINING / FLOORING High Performance Fitness Flooring Recognised Brand Trusted Quality www.gerfl or.co.uk [email protected] www.brightlime.coM www.gerflor.co.uk To book your advert call the sales team on +44 (0)1462 431385 To book your promotion, call the sales team on +44 (0)1462 431385 FUNCTIONAL TRAINING / FLOORING LOCKERS & INTERIORS Gym Flooring www.regupol.com Tel +44 (0)1803 555885 Email [email protected] www.regupol.com www.crownsportslockers.co.uk LOCKERS & INTERIORS PERSONALISED CLOTHING FITLOCKERS <285%5$1' Quality Affordable Locker Room Solutions 2856(59,&( %UDQGHGXQLIRUP33( 6SRUWVZHDU T: 019 2 3 7 7 0 4 3 5 sales@fi tlockers.co.uk www.fi tlockers.co.uk LQVW\OHFORWKLQJFRXN www.fitlockers.co.uk www.servicesport.co.uk LOCKERS & INTERIORS SALES & MARKETING GET MEMBERS... ...KEEP MEMBERS 0115 777 3333 WWW.CFM.NET www.safespcelockers.co.uk www.cfm.net RESEARCH SHUTTERSTOCK/HALFPOINT The study looked at how exercise affected more than 18,000 middle-aged and older men and women Creating a sense of purpose Physical activity gives structure and meaning to people’s lives, according to new research study published in the People with a greater sense of purpose may be Journal of Behavioral Medicine looked at how exercise more likely to engage in physical activity. At the affected more than 18,000 same time, physical activity can contribute to a sense A middle-aged and older men of purpose, so it becomes a virtuous circle and women in the US. Researchers examined data from The findings suggested that people’s “We tested these hypotheses the ongoing Health and Retirement exercise habits may influence their using a cross-lagged panel model Study, which gathers longitudinal data sense of purpose in life – while the in a nationally representative, about the lives, attitudes and activities reverse is also true, as having a sense longitudinal panel of American adults. of American adults aged 50 or older. of purpose seemed to have a positive “An increase in sense of purpose effect on how much they exercised. was associated with higher physical Human Flourishing Program In short, it seems that those activity four years later – above Led by Ayse Yemiscigil, a with the most steadfast sense of and beyond past activity levels. postdoctoral research fellow with purpose at the start of the study “Physical activity was also positively the Human Flourishing Program were the most likely to become associated with future levels of at Harvard University, the study active over time – and vice versa. sense of purpose in life, controlling looked at people’s responses for prior levels of purpose in life. to statements such as “I have a Positive connections “The findings demonstrate a sense of direction and purpose in Yemiscigil said: “People with a greater bidirectional relationship between life” and “my daily activities often sense of purpose may be more sense of purpose in life and physical seem trivial and unimportant”. likely to engage in physical activity. activity in large samples of middle-aged The team then revisited people’s “At the same time, physical activity and older adults tracked over time.” attitudes a few years later, correlated can contribute to a sense of purpose, with the amount of exercise they did. so it becomes a virtuous circle. O More: www.HCMmag.com/purpose 100 Issue 5 2021 ©Cybertrek 2021 Run your facilities more effectively Delivering software, membership payments and value-added services – all powered by one platform EMPOWERING YOU TO GROW YOUR ORGANISATION w: legendware.co.uk e: [email protected] ULTIMATE GROUP FITNESS SOLUTION FIND MORE AT LESMILLS.COM/UK/ULTIMATE