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Health Club Management is IHRSA’s European INTERVIEW Strategic Media Partner FITNESS4LESS The management team on the HANG budget brand’s expansion plans TOUGH Suspension training social systems compared networking Online opportunities for operators
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Subscriptions Denise Gildea mindapples +44 (0)1462 471930 Circulation Manager Michael Emmerson Gross National Happiness – Bhutan’s long-standing answer to +44 (0)1462 471932 GDP – may be under increasing debate in its homeland. Yet, Editor where previously it might have been considered too touchy-feely Kate Cracknell for western countries, today it seems the idea is catching on. +44 (0)1462 471906 “There’s an emerging feeling that there’s more to life than Gross Editorial Director Domestic Product (GDP),” says Paul Allin of the Office for National Liz Terry Statistics (ONS) in the UK (see Leisure Management, issue 2 2011, +44 (0)1462 431385 p26). Consequently, last November, the government announced a £2m project to measure national Assistant Editors wellbeing, the first phase being a public consultation to establish what ‘wellbeing’ means to people. Jo Talbot The findings of this consultation will be reported next month. However, the ONS has already +44 (0)1462 471906 incorporated four questions, aimed at monitoring subjective wellbeing, into its Integrated Household FRONT COVER: WWW. SHUTTERSTOCK.COM / © DEAN MITCHELL Katie Barnes Study: questions investigating how satisfied people are with their life, how happy – or anxious – they feel, +44 (0)1462 471925 and how worthwhile they consider the things they do in their life to be. “It’s high time we admitted that, News Editor taken on its own, GDP is an incomplete way of measuring a country’s progress,” said prime minister Tom Walker David Cameron at the launch of the project. +44 (0)1462 471934 The current surge of Meanwhile, introduced to the UK in April, News Desk ‘Action for Happiness’ is said to be the Pete Hayman interest in the ‘feelgood world’s first membership organisation +44 (0)1462 471938 factor’ represents an dedicated to spreading happiness. With a Martin Nash reported 4,500 members across more than +44 (0)1462 471933 unprecedented 60 countries, one of the movement’s basic Designers opportunity to promote premises is the need to prioritise things that Andy Bundy cause happiness, from ‘external’ contributors +44 (0)1462 471924 the role of exercise in such as positive relationships to ‘internal’ Ed Gallagher maintaining a happy, contributors such as good mental health. +44 (0)1905 20198 balanced state of mind The synergy couldn’t be more obvious Claire Toplis between this notion and a new campaign set +44 (0)1462 471910 to be trialled by the National Health Service Website Team in the UK. Announced last month, Mindapples adopts the ‘Five a Day’ idea – which encouraged us Dean Fox to eat more fruit and vegetables – and translates it into the mental health arena. Designed to help +44 (0)1462 471900 everyone feel more cheerful, the campaign asks people to think of five mood-boosting activities – Emma Harris ‘mindapples’ – and to incorporate these into their daily routine. These could be anything, from a +44 (0)1462 471921 walk in the park to relaxing in the bath or talking to friends. Tim Nash So where does the health and fitness industry fit in to all this? Although Mindapples is +44 (0)1462 471917 deliberately non-prescriptive, leaving it to each individual to decide what makes them happy, Michael Paramore Action for Happiness makes 10 specific suggestions for happier living – of which exercise is one. +44 (0)1462 471926 “Be active, relax, rest, repeat daily,” exhorts a campaign poster. Publisher Of course, the positive impact of exercise on mental health is hardly news to those in the health Jan Williams and fitness sector; the introduction of Level 4 National Occupational Standards has even led to the +44 (0)1462 471909 development of specialist qualifications for fitness instructors wanting to work in this field (see HCM Sales March 11, p36). However, the current surge of interest in ‘the feelgood factor’ surely represents an John Challinor unprecedented opportunity for our industry to promote the role of exercise in maintaining a happy, +44 (0)1582 607970 balanced state of mind. Perhaps this will be the marketing message that finally takes us past the 12 Sarah Gibbs per cent penetration level at which we’ve remained for so long. +44 (0)1462 471908 Astrid Ros Kate Cracknell, editor +44 (0)1462 471911 Stephanie Rogers [email protected] +44 (0)1462 471903 Julie Badrick +44 (0)1462 471919 Financial Controller Sue Davis +44 (0)1395 519398 Financial Administrator Denise Gildea +44 (0)1462 471930 NEWS AND JOBS UPDATED DAILY ON THE INTERNET leisureopportunities.co.uk Credit Controller CONTACT US The Leisure Media Company Ltd, Portmill House, Portmill Lane, Hitchin, Hertfordshire SG5 1DJ UK Rebekah Scott +44 (0)1462 733477 SUBS Tel: +44 (0)1462 471915 Fax: +44 (0)1462 433909 © Cybertrek Ltd 2011
june 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 3 welcome to HEALTH CLUB MANAGEMENT
Core and balance training p56 Basildon Sporting Village opens its doors p36
contents
03 editor’s letter The recent surge of interest in the ‘feelgood factor’ represents an opportunity to promote the role of exercise in maintaining a balanced state of mind, says Kate Cracknell
06 letters Pilates enables operators to take a ‘movement retraining’ approach to rehab, says studio owner Ada Wells
08 news round-up Results from the 2011 FIA State of the Supplier co-operation to enhance CRM p51 Fitness Industry report, and The Third Space opens its second club 20 ihrsa update 32 interview fi tness4less IHRSA ambassador Leila The management team of budget 16 international news Timergaleeva shares her thoughts operator Fitness4Less talk to Metropolitan opens its Las Arenas on the Russian fi tness market Kath Hudson about their plans club in Barcelona, and Crunch to roll out the brand expands its franchise network 24 fi a update How can we build closer ties with 36 village life 18 people news the medical sector? Dr John Searle Dawn Tuckwell pays a visit Andy Reed is appointed chair of the looks at the progress made to date to the newly opened, £38m Sport and Recreation Alliance, and Basildon Sporting Village EHFA unveils its new board 27 diary dates Get ready for next month’s FIA 40 time to act FLAME Conference A look at ways in which clubs and leisure centres could better cater 29 competitive edge for disabled customers, including Challenges in Romania and Brazil advice and top tips from our expert to help inspire your members to panel of industry suppliers achieve their fi tness goals 46 stepping into the 30 everyone’s talking about... social web the budget battle Ray Algar discusses his new 2011 How can premium and mid-market European Health Club Industry Web clubs compete with the ever-growing and Social Media Report, including an number of budget operators? Will it overview of the opportunities these Catering for disabled people p40 lead to a full price war? We report media present to operators
4 Read Health Club Management online at healthclubmanagement.co.uk/digital june 2011 © cybertrek 2011 Health Club Management JUNE is IHRSA’s European Strategic Media Partner
Suspension training systems compared p70
Health Club Management is the FIA’s Public Affairs Media Partner
reader services
Fitness4Less unveils its roll-out plans p32 Adding value, or cutting costs? p60 digital turning pages magazine 51 greater than the 70 hang tough See Health Club Management online sum of its parts Jo Talbot compares and contrasts healthclubmanagement.co.uk/digital Software providers are co-operating the different suspension training to drive functionality and benefi t systems on the market news & jobs their clients, reports Kevin Scott For jobs and news visit the Health 74 fl oor it Club Management website at 56 getting the balance right It may not be the fi rst thing you healthclubmanagement.co.uk Core and balance training should think about when designing a new comprise a key part of any workout. facility, but choosing the right attention buyers! Our experts explain why fl ooring is crucial, both in terms Use our search engine to find of design and function suppliers and get innovation updates 60 a commodity market? fitness-kit.net Leisure-net Solutions conducted 77 project briefi ngs price and promotion comparisons Trixter reviews the roll-out of subscribe: across the industry throughout 2010. its interactive bikes across SLM’s Sign up for Health Club Management Mike Hill outlines the key fi ndings Everyone Active estate, and Life at leisuresubs.com, or call: Fitness showcases the introduction +44 (0)1462 471915
For just over £20 per issue you can access over 10,000 motivated leisure health club professionals committed to the industry 62 the age of the apprentice of its Life Fitness Journey across the management
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architects/designers What can apprenticeships bring Bodyworks gym portfolio in Norfolk buyers’ guide: clothing & merchandise to the sector, and how are they For suppliers of CASH-IN
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To book your 0161 7943206 advert call the 01634 296 234 66 fi tness-kit.net special provides the perfect activity holiday and spa markets, sales team on clothing & merchandise
make fitness your Over 6,000 health clubs business with gullMartin choose Club Solutions Britain’s leading from Fiserv. energy drinks and waters destination for fi tness fanatics, and turn to p79 fitness franchisor A round-up of new products Aqua Zumba takes to the UK’s pools june 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 5 JUNE 11 LETTERS write to reply JUNE 2011
Do you have a strong opinion or disagree with somebody else’s views on the industry? If so, we’d love to hear from you – email: [email protected]
grey market – industry is recognising its potential I read your feature ‘Defying the Slowdown’ (HCM Feb 11, p40) with interest, and wholeheartedly agree that catering for the older population should help to boost participation numbers in the health and fitness market. Currently older adults represent only 13.7 per cent of gym users, creating an immense business opportunity for our sector to explore. With ‘exercise as medicine’ firmly on the industry’s agenda, exercise is being used not only in the prevention of disease but also in its treatment and rehabilitation. BalanceMaster and the FIA recently joined forces to run a series of seminars on this issue. The seminars, ‘Untapped Markets – Ageing and Rehabilitation’, looked at current trends and how operators can target this growing market. A full house at each of the seminars, coupled with positive feedback Equipment pilates can be easier than mat work, but newcomers don’t realise this on the content, demonstrates the demand for intelligence on this group. With current trends predicting that clinical pilates – keeping the number of people aged 65 years and over will rise by nearly 60 per cent in the members happy and healthy next 25 years, targeting this market is a great opportunity for the whole industry. The article ‘Healing Hands’ (HCM March One of the benefits of having a clinical Perhaps clubs like the US chain Nifty after 11, p39), regarding the use of pilates by pilates practice in a health club is that it Fifty, but specifically designed for over- rehabilitation professionals in the health makes it clear to members that there’s 60s, will start springing up across the UK? club setting, made several great points. I’m another way to experience the benefits jason mcmahon a physiotherapist and Polestar-certified of pilates. The on-site pilates clinicians uk sales manager, balancemaster pilates instructor near San Francisco, and must educate the fitness personnel on have several years’ experience working which clients may be ‘red flags’, as this in independent rehab centres within the helps keeps members happy and healthy health club environment. by ensuring that they’re being taken care One general concern I have is that, of at all levels – and, more importantly, for many people, the large pilates mat at the appropriate level. classes offered in health clubs is their When taking a movement retraining first exposure to this form of exercise approach to rehab, which is what – they may have heard that pilates is pilates does, you empower the patient great for back pain, so they come to try to understand how their movement it out. However, even if labelled as an patterns influence their injury. This then ‘introductory class’, mat work can actually plays a huge role in prevention. The be much more difficult than pilates on proximity of clinical and fitness personnel apparatus. Pilates should re-educate keeps the process fluid by providing a people in how to move before bringing in bridge between rehab and wellness. core strengthening by adding resistance, ada wells Targeting older people could help speed and complexity to the exercise. owner, probalance boost the sector’s penetration levels
6 Read Health Club Management online at healthclubmanagement.co.uk/digital june 2011 © cybertrek 2011
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Fitness equipment has been supplied by Precor Ôke\jjÔijki\$fg\ejloYi`[^\ZclY i\mXdg]fi^i\Xjc\pjgfikj KFDN8CBcycling studio will cater for the The Lifestyles Fitness Suite has increased growing demand for cycle-based training. in size by 30 per cent from 159sq m (1,711sq Fitness First chief operating officer Martin Ex-Sugababe Mutya Buena (right) at the re-opening ft) to 206sq m (2,217sq ft) in the first phase Seibold says the refurbishment forms part of a two-year programme at the venue. of a commitment by the company to ensure “To complete the refurbishment, we have Work to expand the gym was made its members can experience optimum totally redecorated the lounge area for members possible by adapting a snooker and table facilities. “We’ve also tripled the size of the to relax before or after their workout.” tennis area to increase the free weights space, free weights area and added a new aerobics Mutya Buena, former member of pop music which is fitted with Precor equipment. studio to the club,” he says. group Sugababes, attended the re-opening.
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G KFDN8CBLondon site. been fi tted with £125,000 of Precor equipment, Work during the 12-week project included the including treadmills and cross-trainers. Keiser UK Ltd 0845 612 1102 june 2011 © cybertrek 2011 www.keiser.com 9 UPDATE NEWS ]le[`e^Yffjk]fi efkk`e^_Xdc\`jli\Z\eki\ gkjkfY\Z_Xi^\[]figXiblj\ KFDN8CBoutdoor fitness start charging for their services and making operators and trainers, to demonstrate industry money out of the park, they are running a professionalism and safety.” Th e facility is mainly designed for disabled kids ^pd`em\jkj`edlck`$ \o\iZ`j\+c\jjkffg\eÊjlg\i^pdË j\ejfipiffd]fi[`jXYc\[ KFDN8CB 10 Read Health Club Management online at healthclubmanagement.co.uk/digital june 2011 © cybertrek 2011 STOP! ASK YOURSELF Wouldn’t it be nice to know that there was an alternative to exhibitions? How about an event where you had a personal meetings schedule with the club operators you really want to meet... ...face to face? 2-5th November, Hilton Malta well... Celebrating 15 years of SIBEC ...have you heard of McLean Events International? visit: www.mcleaneventsinternational.com For more information email David Zarb Jenkins on [email protected]. Find out how we can change the way you do business in your industry. Bringing people together for 15 years in the following industries: Hotel Management Health & Fitness Spa, Wellness and Beauty Meetings & Incentives INDEPENDENT INDEPENDENTNEWS OPERATOR FOCUS k_`i[jgXZ\fg\ejj\Zfe[ZclY KFDN8CB e\njkXij^pdkfcXleZ_`eYXkk\ij\X KFDN8CBsaunas are also Other facilities include a weights area available, with a number of outdoor classes and two studios for pilates and yoga classes, held in nearby Battersea Park and along the while a dedicated treatment room provides banks of the River Th ames. b`jj^pdjkfglijl\lb\ogXej`fegcXej KFDN8CB 12 june 2011 © cybertrek 2011 STOCK THE BRAND WITH MORE MUSCLE. 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And remember, Red Bull is the UK’s favourite functional It’s the brand of choice for consumers Red Bull Gives You Wiiings. * AC Nielsen Impulse CROS Dec‚ 09 news and jobs updated daily on www.healthclubmanagement.co.uk SUPPLIER & TRAINING \mfclk`feÔke\jjkfjlggcp jg\c^i\gfikÔe[`e^jn\cZfd\[ kil^pdZclY\jkXk\ G future skills requirements image: dean mitchell/shutterstock.com Parm Singh, director of truGym, says needed to ensure continued that Evolution will also assist with gym growth – has been welcomed design and fi t-out and work with the group by the SkillsActive Group. going forward. “Th e quality of the product The Skills Protocol far outperforms others we have seen and Employer Leadership Group the design doesn’t look intimidating, (SPELG) in Physical Activity, which is important seeing as up to 40 per Sport and Active Leisure study cent of our members have never been to also aims to help the sector a gym before,” he says. have a “direct impact” on wider public health issues. Over the coming four years, Th e employer-led report aims to encourage the sector’s ongoing growth SPELG aims to establish a single qualifi cation structure led by employers, Meanwhile, SkillsActive has been identifi ed as well as working towards the need for all as a “key infl uencer and driver of change” in employees to hold a skills passport. the SPELG report, and says SPELG’s aims SPELG will also support the inception of the complement the Sector Skills Council’s own new Chartered Institute for the Management targets. SkillsActive CEO Stephen Studd says: of Sport and Physical Activity as the sector’s “We are happy to respond to the challenge from one professional institute. the employers to implement the protocol.” d\ii`k_\ngXike\ijn`k_lbËjpdZXÔk TRX will be used by the Liverpool FC stars KFDN8CB Service you can rely on - guaranteed 48 hour call out* For all makes of commercial gym equipment The three levels of service agreement give you the option of choosing the Agreement most suitable for your requirements, depending on the usage of your facility. With your choice of Agreement will be Health & Safety cover and preventative maintenance procedures. Once inducted, each member of staff issue 4 will receive a Certificate to show they are fully conversant with catalogue tthe weekly checking of the equipment included in our Agreement. out now Financially, the Agreement helps you forecast the labour cost of maintenance, keeps parts costs to a minimum and, most importantly, the equipment safe. *Subject to service agreement Call: 0845 402 2456 www.servicesport.co.uk BESPOKE BUSINESS SOLUTIONS FOR YOUR FITNESS FACILITY At Life Fitness we understand the importance of supporting our customers in being successful. The Solution Partner programme has been carefully developed to ensure that we can offer the best service for all areas of your business. Our Partner programme offers bespoke business solutions for your fitness facility. So, whether you are brand new, or fully established, Life Fitness Solution Partners can help with elements such as design and build right through to business intelligence, customer training, sales and marketing campaigns, facility management and finance solutions. For more information on the Life Fitness Solutions Partner programme, email us at life@lifefitness.com BUSINESS CUSTOMER DESIGN & BUILD INTELLIGENCE TRAINING MANAGEMENT CUSTOMER FINANCE SOLUTIONS MARKETING SOLUTIONS E: life@lifefitness.com / www.lifefitness.com ©2011 Life Fitness, a division of Brunswick Corporation. All rights reserved. Life Fitness is a registered trademark of Brunswick Corporation. Integrity is a trademark of Brunswick Corporation. Earn £500 per day From corporate health screening Boost your revenue with Fight Fit > Run your own business, easy to set up Fight Fit is an expert in generating secondary > Full or part time, no hassle spend for health clubs and gyms nationwide as well as improving clubs´ internal communication, motivation > We provide everything you need and efficiency levels, which significantly boost > Marketing & promotional materials provided retention levels and new business opportunities. > Full NPA approved training provided Fight Fit´s dynamic, nationally accredited range of boxing for fitness courses have proven to be a great success in health club > Marketing & business support chains and independent operators across the UK, enabling clubs to provide members and prospective clients with a top quality fitness program, designed by international Fitness Experts and To find out more visit... World Boxing Champions. For more details on how to boost your revenue with Fight Fit wellness.fitech.eu call 0207 788 7825 or email [email protected] Fitech is a Global Wellness Provider, Est 1982. Registered in WWW.FIGHTFIT.CO.UK England 5532915 The UK´s NO 1 in Boxing for Fitness www.fitech.eu—01183 240 061 may 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 15 INTERNATIONAL NEWS in brief... new franchise sites for crunch Fitness franchise Crunch has opened six Norwalk (Connecticut) the following goodlife expansion new sites since the beginning of the year, month. A further site opened in GoodLife Fitness, Canada’s leading with a seventh due to open this month. Norwalk in April; Wayne, New Jersey, fi tness club chain, has announced Two clubs opened in California opened in May; and El Cajon, California, plans for signifi cant expansion over in January – in Sacramento and San is scheduled to open this month. the next fi ve years. Marcos – with the doors opening at Meanwhile, Crunch has teamed up The company, which already new facilities in Beaverton (Oregon) and with well-known fi tness operators Kirk operates almost 300 clubs across the and John Galiani to open 20-plus sites country, has now outlined plans to in the mid-Atlantic region. The joint create approximately 100 new clubs venture has already launched its fi rst by 2016. This comes on the back of two clubs in Washington DC. an impressive 60 per cent growth in Each club adheres to the Crunch 2009/10, at a time when many other ethos: making serious exercise fun by businesses were struggling due to fusing fi tness and entertainment. The the economic slowdown. sites measure 1,485–1,860sq m (16,000– A CAN$125m loan from Penfund 20,000sq ft) with around 80 pieces of – an independent provider of capital CV kit, plus resistance machines and free to middle-market organisations – will weights, from manufacturers including help drive GoodLife Fitness Clubs’ Crunch: The US chain’s ethos is to Precor, Star Trac and Freemotion. There’s growth plans, as well as allowing for make serious exercise fun also a diverse group exercise programme. re-investment in existing sites. altor acquires elixia mrs.sporty opens in poland Altor Fund III has signed an agreement to acquire ELIXIA, the Mrs.Sporty opened its fi rst club in Poland Nordic health and fi tness chain, from in April, in the city of Czestochowa. The Norvestor and its other owners. 180sq m club, equipped by Technogym, ELIXIA operates 34 centres in is the women-only franchise’s fi rst site Norway, 11 in Finland and two in in eastern Europe. Sweden. It has revenues of NOK A second Polish club is already in the 900 million (over £100m). pipeline for Warsaw, with entry into the “We see scope for substantial Slovakian market also planned for 2011. growth across the region,” says The Mrs.Sporty concept – a fi tness Jaakko Kivinen, partner at Altor circuit, plus nutrition advice and Equity Partners. personal training – was developed “ELIXIA has demonstrated a fi ve years ago in conjunction with strong track record of profi table tennis legend Steffi Graf. The franchise growth. We look forward to currently operates in Germany, Austria, continuing to develop the business Switzerland and Italy, with more than with Altor as the new owner,” says 150,000 active members; the 550th club The women-only franchise concept Ståle Angel, CEO of ELIXIA. is scheduled to open this year. offers fi tness and nutrition advice dir running track Barcelona-based health club second site for bonga gym in mexico operator DiR launched a new running circuit in the city’s Bonga Gym, the fi rst low-cost gym to the gym and group exercise classes is Collserola Park in April. chain in Mexico, opened its second club approximately US$50 a month. Joining The 9km track includes two areas last month in Mexico City. This follows fees during pre-sale are US$45. for additional physical exercise – the launch of the inaugural site, also in Bonga Gym is owned by private parallel bars placed at different Mexico City, in March. equity partners and Fernando Garcia, heights so people can work their Measuring more than 1,200sq m, whose school nickname was ‘Bonga’. biceps, chest and so on. Two million the gyms offer free weights, resistance Garcia plans to open a further fi ve people visit the park each year. and CV equipment from Matrix, plus clubs over the next 12 months; fi ve of District councillor Ivan Tibau says: group exercise classes. Complementing the initial seven sites will be in Mexico “The effort of private companies the fi tness facilities are lounge areas, City. A second wave of development such as DiR to promote sport and lockers, showers and changing rooms. will see another 10 clubs being healthy behaviour to the population A gym-only membership costs around developed, both in Mexico City and in of Barcelona is greatly valued.” US$35 a month, while unlimited access other main cities across the country. 16 Read Health Club Management online at healthclubmanagement.co.uk/digital june 2011 © cybertrek 2011 news and jobs updated daily on www.healthclubmanagement.co.uk edited by kate cracknell email: [email protected] Mixed-use: The wellness club has been built in a former bullring in Barcelona metropolitan opens ‘las arenas’ Leading Spanish operator Metropolitan with a 25m swimming pool. Diet and opens its latest club, in the new Las nutrition support and programming, as Arenas complex in Barcelona, this month. well as an on-site doctor, are also on A former bullring, the mixed use offer at the new club. development was designed by Richard A spa offers a range of wet facilities Rogers and opened at the end of March. including feature showers, a hydrotherapy Metropolitan’s club occupies three- pool, Turkish bath, sauna and relaxation quarters of the complex’s fourth fl oor. areas. “Our offering isn’t centred on The 2,400sq m club is equipped sport but on broader wellness, health and by Technogym – including Kinesis – even relaxation – looking after yourself in Life Fitness, Keiser and Power Plate. body and mind,” says CEO Javier Pellon. There’s a pilates studio, plus group There’s also a beauty salon exercise studios offering 700 hours of offering everything from massages to programmed classes every month. facials, manicures and pedicures to There’s also an outdoor running track physiotherapy and ayurvedic treatments. that circles around the facility and takes More detail will be available in the new in the city vista, and an aquatic centre opening feature in the next issue of HCM. free membership for military IHRSA joined First Lady Michelle provide these families with the Obama at the White House last month support they are due.” to announce the launch of the IHRSA The new network hopes to offer Joining Forces Network – an affi liation of at least 100,000 free memberships health clubs throughout the US that will throughout the country – the equivalent offer free memberships to immediate of more than 18 million days of free family members of actively deployed access to health clubs with an estimated reservists and National Guard members. value of more than US$30m. “The freedoms that each of us Clubs may also provide additional enjoys every day are possible because benefi ts such as childcare, children’s of the sacrifi ces that our nation’s programming, group classes and military families bear,” says Joe Moore, discounts for veterans. www.kraftdesign.co.uk IHRSA’s president and CEO. “Joining Details of participating clubs can be Forces offers us an opportunity to found at www.healthclubs.com june 2011 © cybertrek 2011 17 PEOPLE NEWS e\nkiX`e`e^\o\Zlk`m\ i\\[kfZ_X`ijgfikXe[i\Zi\Xk`feXcc`XeZ\ ]fib\`j\ilb KFDN8CB TAG’s new director: A background in social care \_]X\c\Zkjknfe\nYfXi[d\dY\ij kX^Xggf`ekjaXe\n_`k\ KFDN8CB 18 Read Health Club Management online at healthclubmanagement.co.uk/digital june 2011 © cybertrek 2011 news and jobs updated daily on FREEDOM TO MOVE. www.healthclubmanagement.co.uk edited by tom walker. email: [email protected] G Y\\ekXjb\[n`k_i\cXleZ_`e^Xe[^\kk`e^ stations. 250 square feet. k_\Hl\jkhlXc`kpjZ_\d\YXZbfe`kj]\\k Limitless opportunities. Designed to reflect human body cfe^\iXjb]fim\iYXcÊZfdd\ekjËcf^jXe[ ?fndXepp\Xij_Xm\pflnfib\[ mechanics, HumanSport™ is so `ek_\_\Xck_Xe[Ôke\jj`e[ljkip6 cfjkgifg\ikpi\Zfi[jÆk_\pn`ccXjbk_\ J`eZ\@c\]kle`m\ij`kp`e(00(% Z\eki\kfk\cck_\dn_Xkk_\p[f#Xe[n_p% simple, so intuitive and so natural, it ?fn_XjpfliZXi\\igif^i\jj\[6 ?fn`dgfikXek[fpfl]\\c feels as if it were custom built for 8]k\ic\Xm`e^le`m\ij`kp#@jkXik\[flkXj Hl\jk`j]fik_\`e[ljkip6 [lkpdXeX^\iXk9i`[gfikC\`jli\:\eki\Æ @kËjk_\Y\jkkffckf[\dfejkiXk\_fn each and every user. 6 dual-function, [f`e^Xcck_\\m\ip[XpafYj#]ifdYXeb`e^ n\ccj\im`Z\jXi\Y\`e^dXeX^\[% kfZ_Xe^`e^Y\\iYXii\cj#j\kk`e^lg Efn`jk_\k`d\]fifi^Xe`jXk`fej cable-based machines act as 12 YX[d`ekfeZflikj#[f`e^`e[lZk`fejXe[ kfi\kX`efi`ekif[lZ\Hl\jk% workout stations by utilising dual Zc\Xe`e^cffj%@k_\edfm\[kfI\cXo`feÆ efnC\`jli\:fee\Zk`feÆXe[gif^i\jj\[ ;f\jk_\Ôke\jjj\Zkfi_Xm\Xifc\ weight stacks to provide a wide k_ifl^_`kjjkilZkli\kfi\^`feXcdXeX^\i# kfgcXp`egi\m\ekXk`m\_\Xck_ZXi\6 fm\ij\\`e^(,Z\eki\j`ek_\\Xjkf] @Y\c`\m\nfib`e^n`k_k_\_\Xck_Xe[Ôke\jj range of total body training options. june 2011 © cybertrek 2011 19 © 2011 Star Trac. All rights reserved. Star Trac and the Star Trac logo are registered trademarks of Core Industries. HumanSport is a trademark of Core Industries. IHRSA EUROPE UPDATE NEWS fi tness in russia LEILA TIMERGALEEVA s IHRSA AMBASSADOR TO RUSSIA hen I was asked to write this Healthy lifestyles are BOTH PICS THIS PAGE : ©WWW.SHUTTERSTOCK.COM W article, I was very excited. not as much of a priority in There are so many things Russia as elsewhere. When about the Russian fitness market that I’d I moved to the US, I noticed like to share, and I’ve squeezed as much as the biggest difference possible into these next few paragraphs! between Russians and I moved to the US nearly two years Americans is that Russians ago, so was aware there could be new live for today. We have a trends and challenges in Russia’s fi tness political system such that industry of which I was not aware. I we do not know what will therefore asked three leading local happen tomorrow; we don’t operators about the country’s latest really worry about what will developments: Anastasia Yusina, owner happen to us in 10 to 20 The Russian fi tness industry lacks proper staff training of Strata Partners; Boris Kuzovkin, CEO years. (But do we want to of SportLife; and Vlad Rojnov, EcoSport live that long? Of course we do!) together – I had one doctor in Russia tell Gym founder and president of the By contrast, Americans have a life me to stop working out altogether when Fitness Association of Moldova, Kishinev. plan. They know what they will be I had lower back problems. The biggest problem for them – and doing in five, 10, 20 years. They know Rojnov’s primary goals are to open while I generally prefer to use the word how long they want to live, plan to see the lines of communication with “challenge”, in this case “problem” is their grandchildren off to college and government, work on tax legislation and the more accurate word – is the lack of understand that, to do so, they must take promote awareness of the benefits of a qualified fitness professionals. There is no care of themselves now – not tomorrow, healthy lifestyle. I hope he will share his school in Russia that teaches people to on Monday or on 1 January next year. achievements with us in Milan in October become fitness instructors or managers. This is why it’s so difficult to sell fitness at the IHRSA European Congress, and Russia’s ‘fitness stars’ are self-made. in Russia. The country’s health club in Los Angeles next March at IHRSA’s Another significant problem is the lack operators desperately need government International Convention & Trade Show. of government support, coupled with support to promote the importance of a Ultimately Yusina, Kuzovkin and weak legislation. According to Kuzovkin, healthy lifestyle. Only together can they Rojnov all share a similar vision of the fitness in St Petersburg is still seen as change Russians’ way of thinking. There market. They predict two changes for ‘luxury goods’ and is not affordable for should also be changes in tax legislation, the near future: consolidation and the the majority of the population. and medicine and fitness must work opening of new discount chains. ask the experts...... what’s the best way to motivate personal trainers? If your trainers’ performance is lagging, it to choose from a list of tasks and then may have something to do with your club’s selecting from a choice of rewards compensation and incentive plan. Sport once they complete the task will foster and exercise psychologist Dr Haley Perlus high autonomy. This in turn encourages offers her advice on this important topic. desire to participate; low autonomy Although we would like to think means being obliged to participate. that ‘pay per performance’ is enough 3. Develop competence and success in incentive to increase work output your trainers. Individuals who doubt from our trainers, monetary rewards their ability to perform are ‘failure are often not enough to spark the fi re. avoiders’. Rather than striving to I recommend experimenting with the Empower your trainers and they will demonstrate success, they focus on following three methods: reward you with improved productivity avoiding failure because they doubt 1. Public disclosure. Friendly they can compare well with others. competition is a powerful mechanism each week). At fi rst you may encounter Highlight your trainers’ strengths, to increase productivity. Place a resistance, but public disclosure will provide positive constructive feedback whiteboard in the trainers’ area increase the likelihood of goal attainment. and always give them tasks they that keeps track of each individual’s 2. Autonomy. Give your trainers a sense perceive are within their capabilities. responsibilities and progress (eg of control, so they feel they have a say in Other answers to this question can number of new members signed up decisions affecting them. Allowing them be found at ihrsa.org/industryleader 20 Read Health Club Management online at healthclubmanagement.co.uk/digital june 2011 © cybertrek 2011 news and jobs updated daily on www.healthclubmanagement.co.uk Health Club Management is IHRSA’s European Strategic Media Partner operator exchange scheme in brief... european roundtable Exchanges with club operators bring A REX Roundtable with members new perspectives. Recent tours from 13 Italian clubs had its fi rst organised through IHRSA include: meeting in Bologna, Italy, last month. VES, Netherlands: A group of 30 The roundtable was chaired and operators from this association of 85 organised by Fausto De Giulio – exclusive sport centres visited Stockholm founder of the Slow Fit System (Sweden) last year, and have chosen of training, a club owner, physical Munich (Germany) for this year’s trip. therapist, physical education teacher Besides touring a dozen leading clubs, and marketing co-ordinator for the they will also tour the Allianz Arena, the Italian Fitness Federation. BMW Welt and Oktoberfest Museum. Joe Cirulli, owner of Gainesville Body and Soul, Munich: This seven-club Health and Fitness Center in group based in Munich visited VES clubs Gainesville, Florida, US, was the throughout the Netherlands in 2010, and visiting expert for the two-day has also toured Vienna (2009) as well as session. Will Phillips, founder of REX other cities (Barcelona, London, New Roundtables, also attended. York) in previous years. Owner Michael Designed to improve business Pribil takes 15 of his key personnel on by sharing best practice, REX these trips to encourage camaraderie and Communities now involve over 150 broaden his staff’s horizons. owners and COOs of the world’s Steve Tharrett, former CEO of the premier clubs, from independents to Russian Fitness Group, recently took large chains. REX plans to enlarge its seven operators to visit budget clubs European and Middle East footprint in London, Frankfurt and Munich. The in the near future. group plans to create a new brand at the ‘premium discount’ level. euro congress set for milan For those interested in IHRSA’s help IHRSA’s 2011 European Congress in arranging such as tour in the future, – to be held on 27–30 October contact Hans Muench, IHRSA’s director Steve Tharrett recently led a tour of in Milan, Italy – will feature of Europe, at [email protected] budget clubs in Germany and the UK presentations by executives from within and outside the health club industry, providing thought-provoking commentary on trends shaping who: inaugural business and the fi tness sector. events diary Networking icebreakers, special Visit www.ihrsa.org/meetings ncd report activities for fi rst-time attendees, focus group discussions, and evening and lunch receptions will 14 July 2011 Chronic illnesses such as cancer, heart provide the opportunity to build Webinar: The Winning Triad: disease and diabetes have reached relationships with colleagues from Personal Training, Health Clubs & global epidemic proportions and now across Europe. Learn more and Medicine, with Phil Kaplan, president cause more deaths than all other register at ihrsa.org/congress and owner, Fitness 21 diseases combined, the World Health Organization (WHO) said on 27 April. 1–3 September 2011 In its fi rst worldwide report on so- 12th Annual IHRSA/FITNESS called non-communicable diseases, or ABOUT IHRSA BRASIL Latin American Conference NCDs, the UN’s health body said the Founded in 1981, the International & Trade Show – São Paulo, Brazil conditions pose a greater threat than Health, Racquet & Sportsclub infectious diseases such as malaria, HIV Association is the only global trade 27–30 October 2011 and TB – even in many poorer countries. association, representing nearly 11th Annual IHRSA European NCDs, which include heart and lung 10,000 health and fi tness facilities Congress – Milan, Italy diseases, cancer and diabetes, accounted and suppliers worldwide. for 36 million (63 per cent) of the 57 To learn how IHRSA can help 14–17 March 2012 million deaths from disease in 2008. your business thrive, visit ihrsa.org IHRSA Annual Convention & Trade Millions of lives could be saved if people Locate a quality IHRSA club at Show – Los Angeles, California did more to avoid risk factors such as www.healthclubs.com smoking, drinking and being overweight. june 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 21 IHRSA EUROPE UPDATE NEWS 2011 global report: topline Industry growth in mature markets signals Supplement to Club Business International continued growth ahead. Jay Ablondi reports THE IHRSA GLOBAL REPORT 2011 EUROPE INDUSTRY REVENUE (USD IN MILLIONS) United Kingdom $5,551 Germany $5,207 Spain $5,035 Italy $3,721 France $3,179 Netherlands $1,855 Russia $1,590 Sweden $539 TOTAL EUROPE $31,401 THE STATE OF THE HEALTH CLUB INDUSTRY Belgium $463 Austria $441 ® EUROPE NUMBER OF CLUBS fter slowly climbing out of the global economic crisis, select Italy 7,500 health clubs experienced Germany 6,703 A United positive growth from 2009 to 2010, Kingdom 5,885 according to the 2011 IHRSA Global Spain 5,800 Report, which was published last month. Russia 3,300 Worldwide, health club industry revenues reached US$71bn in 2010, France 2,940 up US$4bn from 2009. Memberships Netherlands 1,900 have soared past the 120 million mark Poland 1,900 TOTAL EUROPE 48,005 to an estimated 128 million members. Portugal 1,400 Overall number of clubs grew by over Turkey 1,340 5,000 sites, from 128,500 in 2009 to 133,500 in 2010. EUROPE european snapshot NUMBER OF MEMBERS (IN MILLIONS) The European health club market Spain 7.98 currently generates the highest revenue Germany 7.90 United of all regions, at US$31bn a year. Total 7.40 number of clubs in Europe exceeded Kingdom Italy 5.20 48,000 in 2010, while memberships reached 44 million. France 4.00 Recent industry studies from DSSV Netherlands 2.70 in Germany also point to the potential Russia 1.70 of continued growth in the European Sweden .97 TOTAL EUROPE 44.4 MILLION health and fi tness market. From Poland .67 2009 to 2010, the number of clubs in .65 Germany increased from 5,930 to 6,703. Belgium Memberships also increased by 11 per Good performance: The European health club market continues to grow cent from 7.1 million in 2009 to 7.9 million in 2010. Budget clubs and circuit conducted by The Leisure Database The 2011 IHRSA Global Report is available training facilities have contributed to Company show a slight increase in the for purchase from the IHRSA Store at industry growth in the German market. number of UK clubs, from 5,795 in ihrsa.org/store. Savings of up to 30 per Robust performance is also 2009 to 5,885 in 2010. Membership also cent are available on nearly everything anticipated from the UK once updated increased from 7.3 million in 2009 to in the IHRSA Store during the IHRSA statistics are released later this year. 7.4 million in 2010, while market value Store Spring Sale, which ends on 30 June. Topline results from an annual survey increased to US$5.6bn. Contact [email protected] with questions. 22 Read Health Club Management online at healthclubmanagement.co.uk/digital june 2011 © cybertrek 2011 WHY WEIGHT STACKS ARE HISTORY. milon training equipment is advantageous over conventional your personal settings. milon training systems are installed weight stack equipment because milon uses electronic motors in over 1500 health clubs today. to create resistance. milon’s machines produce 2 load types: concentric and eccentric weights. Weights are changed in To find out more about milon and to test drive our systems 1-kg increments. It gets better. call +44 (0) 800 0988 420. milon equipment is proven to be up to 30% more effective Are you ready for milon? than conventional equipment. All our machines are smart card www.milon.com controlled, each machine will set itself up automatically to FIA UPDATE NEWS engaging the medical sector Health Club Management is the Dr John Searle OBE, the FIA’s chief medical officer, looks FIA’s Public Affairs Media Partner at what the fitness industry must do to engage with the medical profession, and outlines the progress made to date took on the role of FIA chief medical officer in the summer of 2009 with a clear aim in mind: to I bridge the gap between the fitness sector and the medical profession. I already knew that exercise was an effective method of both preventing and treating disease and should be delivered to patients. However, I also knew that the medical community – whose support is PICTURE: WWW.SHUTTERSTOCK.COM crucial – would require some convincing. This is why my colleagues at the FIA and I set out to engage with the upper reaches of the medical profession. Almost two years later, I’m happy to say we’ve made progress and are soon to produce several pieces of work outlining the role of exercise in primary care. The FIA Research Institute will evaluate our sector’s role as a public health tool joint consultative forum It has not been an easy process. Along and operational standards for exercise guidelines solve this confusion and move the way, I’ve learnt that above all else referral, which will state the minimum us one step closer to ensuring that our sector requires a strong evidence standard for the delivery of exercise patients are referred into exercise after base capable of demonstrating the referral (see also HCM April 11, p52). their traditional care pathway. importance of exercise to over 40,000 GPs across the UK. We also require an physiotherapy referral new research institute open forum to discuss a range of issues We’ve also established a Joint Working The final initiative focuses more on with the medical profession. Party with the Chartered Society of measuring and evaluating our impact in For these reasons we established Physiotherapy, and after a year of working the prevention and management of several initiatives. Firstly, after year-long together we have launched new guidance disease. We are soon to launch the FIA negotiations with the medical community, for the referral of patients between Research Institute with the University of we established an independent body – the physiotherapists and fitness instructors. Greenwich, which will evaluate our Joint Consultative Forum, between the This marks an important step for sector’s delivery of structured exercise medical profession and fi tness sector. our industry. Ever since I trained as programmes as a public health tool. The forum includes the Faculty of Public a fi tness professional, it has been For too long we have known that Health, the Faculty of Sport and Exercise clear to me that there is an obvious there is a huge evidence base for exercise Medicine, the Royal Colleges of General overlap between the two professions. in dozens of peer-reviewed journals. Practitioners, Physicians and Psychiatrists, Traditionally, physiotherapists have However, while there is good evidence the Chartered Society of Physiotherapy worked predominantly in functional that exercise is effective in specifi c and the Register of Exercise Professionals. rehab in the health sector, while fi tness diseases, there is little evidence that It also includes a range of fi tness sector instructors have worked with healthy exercise referral schemes to date have representatives, from training providers clients. However, over the last 15 years, increased the activity levels of patients. to the ‘one man band’ fi tness instructor. roles have evolved. Fitness instructors The Research Institute will change this The forum has met several times to work increasingly with patients with by demonstrating the effectiveness of discuss everything from the qualifi cations medical conditions and in rehab, while exercise in delivering health outcomes, and training of our professionals, physiotherapy services are increasingly and our sector’s ability to play a role in to engagement with NICE and the delivered in primary care, non-health the service of public health. It’s something commissioning of exercise by GPs. It is settings and in the fi elds of prevention we urge you to get behind. Exercise is a currently producing new professional and health promotion. The referral medicine. We must increase the dosage! 24 Read Health Club Management online at healthclubmanagement.co.uk/digital june 2011 © cybertrek 2011 Ridgeway Furniture “Most gym users visit the changing rooms at least twice per visit” IMPRESS THEM! Nirvana Spa Nuffield Health, Newbury David Lloyd, Exeter Kanvas Interiors UK BASED SUPPLIERS OF: L Wooden & laminate lockers L Toilet cubicles & IPS systems www.ridgewayfm.com L Reception counters L Any other wood based product Tel: 0870 420 7818 Email: [email protected] health club management Keep up to date with the health & fitness market by reading the leading title for the industry SUBSCRIBE ONLINE WWW.LEISURESUBS.COM OR CALL OUR SUBSLINE +44 (0)1462 471930 Special offer Add leisure ADD THE FOLLOWING TO YOUR SUBSCRIPTION… opportunities to your subscription for only £10 attractions management leisure opportunities (UK only) Everything you want to know about the visitor Fortnightly leisure recruitment, training, attractions market. From theme parks, waterparks property and news publication which gets you the and zoos to museums, expos and science centres. right job or the perfect candidate for your vacancy leisure management sports management The magazine for professionals and senior policy- For sports managers and policy makers who want to makers. Leisure Management looks at the latest trends keep briefed on the latest developments in facility and developments from across all leisure markets provision, funding, policy partnerships and development spa business spa opportunities – for free! Read about the investors, developers, Fortnightly international spa recruitment, designers and operators who are shaping training and news publication. the rapidly emerging global spa sector For your FREE copy visit www.spaopportunities.com powered by www.leisurediary.com +0(-*+) DIARY worldwide event listings for leisure professionals .(*$#'! JULY 13 ❘ The FIA +"* + FLAME Conference Summary 0(-*& & *+ This conference encompasses motivational discussions and seminars alongside the FLAME Awards. Web www.fia.org.uk AUGUST 11–14 ❘ IDEA World Fitness Convention Venue Los Angeles, California, US Summary More than 5,000 fi tness professionals from around the world attend this event, now in its 27th year. The convention features hundreds of groundbreaking sessions taught by world-renowned fi tness presenters and many guest speakers. The Discover the latest spa products and IDEA Fitness & Wellness Expo has more technologies at Beyond Beauty Paris than 200 companies exhibiting. Web www.ideafit.com/world 7–10 ❘ SPATEC Fall, North America 19–21 ❘ Annual National Venue Ritz-Carlton Laguna Niguel, Fitness Trade Show Dana Point, California, US Venue Reno-Tahoe, Nevada, US Summary Summary SPATEC is a three-day forum of one- Annual trade show for club owners, to-one meetings between corporate managers, fi tness directors and spa owners and directors with design/ personal trainers. management companies and leading spa Web www.nationalfitnesstradeshow.com suppliers and vendors. Web www.mcleaneventsinternational.com SEPTEMBER 12–14 ❘ Beyond Beauty Paris 1–3 ❘ 12th Annual IHRSA / Venue Paris, France Fitness Brasil Latin American Summary Conference & Trade Show An international exhibition for all Venue São Paulo, Brazil beauty professionals. This event Summary offers an opportunity for networking Fitness Brasil is the health and wellness via meetings, summits and expert industry’s premier conference and trade conferences, all designed to highlight the show in Latin America, with sessions latest challenges facing the industry. offering commentary on trends shaping the Web www.beyondbeautyparis.com fi tness and wellness sector in that market. Web www.ihrsa.org/fitness-brasil 14–16 ❘ Health+Fitness Business Expo with Interbike 1 & & *+#'," #*+, 6–8 ❘ BASES Annual Conference Venue: Sands Expo & Convention +#/. $+-+ ," +) 2 Venue University of Essex, UK Center, Las Vegas, US )(*,+#%,(' 0' + Summary Summary The title of this year’s British The decision to locate the Association of Sport and Exercise Health+Fitness Business Expo and the Sciences conference is ‘Fatigue: An Interbike International Bicycle Expo *'&(* .#," interdisciplinary approach’. Perspectives, in adjacent exhibition halls, running -' ,#('%+) evidence and opinion will be heard from on the same dates, gives delegates an some of the world’s leading fatigue opportunity to interact with suppliers %% * researchers. It’s hoped the conference and manufacturers from both segments will facilitate fresh discussion in this of the fi tness industry. Health+Fitness important fi eld of sports science. Business also features seminars from a (,( ... + ) #,' ++ (& Web www.bases.org.uk/ range of industry experts. -' ,#('% BASES-Annual-Conference Web www.healthandfitnessbiz.com june 2011 © cybertrek 2011 moveit with us @ facebook.com/Escapefitness LEISURE INDUSTRY WEEK 20-22 September 2011 · NEC Birmingham LIW provides an exclusive platform for industry professionals to meet and source products from over 350 suppliers and service providers from across the Leisure Industry. Attracting 9580* trade visitors in 2010, LIW provides visitors with over 150 hours of education at our most extensive seminar programme to date, the opportunity to see the latest developments in action and watch live product demonstrations. Connect with the leisure community and join us at LIW for 2011. NEW exhibitors confi rmed include: powerPerfector, Russell Leisure, Amazon Leisure UK, Waveloch, MyZone, Subway, Red Bull, Bel Uk and so much more… Register your interest in attending today at www.liw.co.uk/register *ABC audited www.liw.co.uk COMPETITIVE EDGE 11–17 SEPTEMBER 11 bear adventure trek, romania The Carpathians are one of the last is the newly built bear sanctuary strongholds for the European brown near Zarnesti, which is home to bear. This four-day trek takes you rescued brown bears. There will through the heart of their native also be time to stop at Bran (better habitat, walking up to 50km a day known as Dracula’s castle). Minimum through Alpine scenery, with ascents sponsorship is £2,150 and registration of 500–600m. The fi nal destination is £350. Details: www.wspa.org.uk Walk up to 50km a day to a bear sanctuary 13–23 OCTOBER 11 brazilian trek and kayak challenge This exciting challenge combines trekking in the Serra da Bocaina National Park with kayaking in the Bay of Paraty. In the Tupi-Guarani language, Bocaina means ‘paths to the heights’. Access to the heights remains diffi cult, which has helped preserve the natural integrity of the land, with its lush Atlantic rainforest. The trip includes PIC: CHARITY CHALLENGE three days of kayaking through the Bay of Paraty, where there are more than 60 islands, 300 beaches and unforgettable marine scenery. Choose a charity and raise a minimum of £3,650, plus pay a registration fee of £575. Raise money for your charity of choice Details: www.charitychallenge.com 18 SEPTEMBER 11 the bupa great north run Hailed as the world’s biggest half runs as well as half marathons – both at marathon, this event – staged in locations around the UK and in Australia Newcastle – attracted 54,000 runners and Ethiopia. The event is now its 31st last year. The Great Run series has year and will be televised on the BBC. many other challenges taking place Various charity places are still available. throughout 2011 – including 10km Details: www.greatrun.org ijW_hcWij[h$Yec june 2011 © cybertrek 2011 [VXZWdd`#Xdb$hX]l^ccj` 29 %&+'-+,'-%. TALKBACK KATH HUDSON s JOURNALIST s HEALTH CLUB MANAGEMENT everyone’s talking about . . . the budget battle How can premium and mid-market operators cope with competition from the budget chains? Does this herald a full price war, or simply a need for some savvy operating? ym operators don’t need Budget clubs claim that up to 40 in half and aim for twice the number reminding that it’s tough out per cent of their members are new to of members, or would cutting existing there. As if the recession fi tness, which suggests they may be membership fees be fi nancial suicide, as Gwasn’t enough, operators able to make inroads into the ‘harder well as cheapening the brand? are now facing competition from gyms to reach’ population groups. Indeed, Maybe operators could apply learnings where weekly membership costs little énergie’s group brand and marketing from the budget operators in terms of more than a cappuccino. director David Beattie says of the cost-cutting – automating administration, The health club industry isn’t the company’s budget franchise, Fit4less, for example, with members joining, fi rst sector to weather this storm. that having a value brand above the door leaving and booking classes online. The hotel and airline industries have can attract many people who wouldn’t Or perhaps operators should hold already experienced the arrival of have considered joining a gym before. fi rm on price, offering more for their low-cost operators – a trend that So if the consumer wants cheap existing membership fees – a free put pressure on existing operators memberships, does this mean that mid- monthly personal training session, for but that represented great news for market and even premium gyms will example, or a beefed-up class schedule consumers, putting overseas travel have to drop their prices to compete? – and focusing on their USPs, ie the and city breaks within the fi nancial Is it even a viable business model for elements of their offering that budget reach of many more people. them to cut their membership price gyms don’t offer. We ask the experts. WILL MEMBERSHIP PRICES KEEP FALLING? EMAIL US: [email protected] tim baker dominic rowsell TOUCHSTONE PARTNERS s CHAIR HOT RIVET s MANAGING DIRECTOR here’s plenty of room for he challenge facing the health “Tgood operators – I can’t think “T club industry has many parallels of a market where budget operators with the technology sector over the last have come in and all the standard and decade, with its cheap products from premium businesses have gone to the China. I believe the industry should hold wall. Inevitably there will be a shake-up, firm on price, but operators do need to but I don’t think health clubs should be definite about what they are selling, automatically respond by cutting prices. and this might mean a fundamental The most important point is for clubs change in culture and structure. to know their market: not just the 5 per cent of more talkative I’ve created a model of four buying cultures, which I believe members who stand around and chat, but the greater mass who could be applied to the fitness industry to help clubs tailor their don’t interact with staff so much. Clubs need this understanding offering to their audience, meaning they won’t need to cut prices. so they can identify where they have added value and can build In this model, the first type of customer knows exactly what business. This can be done by surveys, discussions or staff touring they want and is swayed by brand. The second type understands the gym to assess how areas are used. The data can then be used what they want but needs a solution put to them – for example, to create more imaginative membership options, from swim-only they might want to run a marathon, and may need help with to targeted packages such as marathon training or ‘fit for the meeting this challenge. The third type wants general health kids’ (ie don’t get out of breath playing football with your kids). improvement and will have a broad interest in wellbeing services. The growth of budget gyms is natural in a maturing market: The fourth buying culture would make clubs accountable and is the health club industry is made up of lots of operators with the most challenging. This would involve entering an agreement similar offers and it’s ripe for entrepreneurs to shake it up. with the customer to help them achieve specific goals, such as Although prices needn’t be dropped, health clubs must develop weight loss within a given time, with penalties and rewards on a pricing strategy based on members’ needs.” both sides depending on whether each party delivers.” 30 Read Health Club Management online healthclubmanagement.co.uk/digital june 2011 © cybertrek 2011 0)#452% 7773(544%234/#+#/- Clubs could offer one or two products at low-cost rates, such as cheap membership for the over-50s, suggests Coutts nick coutts brian scurrah FITNESS HUT s OWNER PURE GYM s DEVELOPMENT AND OPERATIONS DIRECTOR REMIUM AND MID MARKET HAVE PREVIOUS EXPERIENCE OF THIS “P OPERATORS CANT COMPETE WITH “I TREND TOWARD BUDGET OPERATIONS n THE LOW COST SECTOR ON PRICE AS THEY IN THE HOTELS SECTOR LAUNCHING THE 4ULIP HAVE TOO MANY FIXED COSTS ,OW COST )NN BRAND FOR 'OLDEN 4ULIP (OWEVER THE CLUBS SPEND LESS PER SQ FT ON THEIR FITNESS INDUSTRY IS ALREADY MORE MATURE FACILITIES WHEREAS MANY HIGHER END THAN THE HOTEL INDUSTRY WAS AT THAT POINT HEALTH CLUBS HAVE AREAS TO RUN WHICH 4HE HOTEL INDUSTRY HAS ENDED UP BEING GENERATE LESS REVENUE SUCH AS THE POOLS A BLEND OF ALL THE MARKET SEGMENTS )T ISNT LIKE RETAIL WHERE AN ITEM CAN SOME PEOPLE DOWNGRADED TO BUDGET BE REDUCED ANY DISCOUNTS IMPACT THE EXISTING REVENUE STREAM ACCOMMODATION n OR NEW GENERATION THREE STAR n FROM MORE 7HAT MIGHT SEEM LIKE A SMALL PERCENTAGE DISCOUNT CAN BE SERVICED HOTELS BECAUSE THEY DIDNT MAKE USE OF THE SERVICES DEVASTATING WHEN APPLIED ACROSS n MEMBERS 3OME UPGRADED FROM ""S BUT SOME PEOPLE STAYED WITH 4HE VIEW AT )(23! %UROPE LAST YEAR WAS THAT CLUBS SHOULD TRADITIONAL THREE STAR HOTELS BECAUSE THEY LIKED THE QUIRKINESS REDEFINE AND REINFORCE THEIR 530S n ASPECTS THAT LOW COST ) THINK THERES SPACE IN THE MARKET FOR SEVERAL TYPES OF OPERATORS CANT WONT OR DONT OFFER SUCH AS POOLS AND GROUP OPERATOR EACH APPEALING TO DIFFERENT TYPES OF PEOPLE 3OME FITNESS !LSO NOW IS THE TIME TO TAKE A SCALPEL TO AREAS THAT ARENT OLDER CLUBS WILL HAVE TO LOOK AT THEIR OFFERING AND MIGHT NEED TO WORKING IS THE SPA REALLY ADDING VALUE 2UNNING OTHER BUSINESSES RE INVEST AND REFURBISH BUT ALL CAN SIT IN THE MARKETPLACE AROUND THE CORE BUSINESS IS A DISTRACTION TO MANAGEMENT "UDGET GYMS WILL ATTRACT A LOT MORE PEOPLE TO THE MARKET IT !N AREA THAT ) WOULD LIKE TO SEE CLUBS EXPLORING IS THE MAKES MY DAY WHEN WE OPEN A CLUB AND PEOPLE SAY @THANKS n ) IDEA OF OFFERING ONE OR TWO PRODUCTS AT LOW COST RATES n FOR THOUGHT ) COULD NEVER JOIN A HEALTH CLUB BECAUSE IT WAS TOO EXAMPLE OFFERING CHEAP MEMBERSHIPS TO THE OVER S OR EXPENSIVE )TS ABOUT GIVING PEOPLE A CHOICE #ONSUMERS NOW THE UNEMPLOYED 4HIS WOULDNT CAUSE A DRIFT OF THE EXISTING HAVE THE OPTION OF FULL SERVICE CLUBS OR NO SERVICE AND THEY ARE DATABASE AND COULD CREATE A 02 SPLASH” BECOMING MORE SAVVY ABOUT HOW THEY SPEND THEIR MONEY” june 2011 © cybertrek 2011 Read Health Club Management online healthclubmanagement.co.uk/digital 31 interview From left to right: Steve Bradley, MD of Topnotch Health Clubs, and husband- and-wife Fitness4Less team Fitness4Less Emma and Neil Edwards Low-cost operator Fitness4Less has struck a new deal with Topnotch to boost its rapid expansion plans. Kath Hudson talks to the management team itness4Less is open in Europe, the US and Australia and then central resources at Topnotch to grow its for business, actively trialled the concept at the Topnotch club portfolio of clubs. The brisk expansion of looking for sites in Bristol, which wasn’t doing so well.” Fitness4Less will now take place through a and franchisees: we Four years on, the Bristol site combination of Topnotch-licensed, home- want to open six or has quadrupled its membership, grown and franchise-operated clubs. “Feight clubs a year,” says Steve Bradley, done “superbly well” profit-wise Fitness4Less uses Christie & Co as managing director of Fitness4Less’ new and has inspired the roll-out of the site finders. The model for its owned licensee, Topnotch Health Clubs. Fitness4Less chain. There are now sites and Topnotch-licensed clubs requires Fitness4Less is one of the operators in Nottingham, Southwark, Cheltenham city centre sites with a floorspace of currently shaking up the market by – all Topnotch-licensed – as well as in 5,000–6,700sq m (16,000–22,000sq ft). offering gym memberships at prices that Watford, Birmingham and Newport. For franchise sites, the model could be would have seemed inconceivable a few Two further sites are already in the scaled down to suit smaller locations in years ago. For £14.99 a month, members pipeline – for Cardiff, opening in the less populous areas, with lower capacity, get a well-equipped gym, a ladies-only gym summer, and Sutton, opening in January fewer staff and less equipment. and a great schedule of classes. And now, 2012 – both to be run by Topnotch. thanks to a licensing agreement signed in The first franchised site, which opened NO DOWNSIDES January of this year, the roll-out of the in January 2011 in Cambridge Heath, has So what do members get for their brand will ramp up a gear, with Topnotch been “super successful” according to money? When the concept was being also operating Fitness4Less-branded sites. Bradley, swiftly attracting 2,500 members. put together, Emma says they aimed to Fitness4Less is owned by husband and Run by a former Topnotch manager, this take the ‘buts’ out of joining. “We were wife team Emma and Neil Edwards, along currently remains the only franchised site. committed to the idea that, from a with Matthew Harris. They developed With Harris involved in both Topnotch customer’s point of view, it should be a the concept together in 2006 when the and Fitness4Less, co-operation between no-brainer to join, with no downside,” opportunities for expanding Topnotch – the two brands was a logical step: she says. “We wanted to maintain the Harris’ mid-market chain – were drying Topnotch has used the opportunity experience, the facilities and service that up. “Matthew had one of his Eureka! to fast-track into the budget sector they would get in a mid-market club, moments and hit on the budget club idea,” without diluting its own brand, while doing away with the idea that ‘cheap’ explains Bradley. “He did some research Fitness4Less is able to benefit from the means tatty or dirty. They wouldn’t get the niceties or the added luxuries, but they would get the equipment, the Our strongest brand value is that we strive to classes, a hello and a goodbye. deliver a friendly budget club which still has a “Our strongest brand value is that we strive to deliver a friendly budget club face and a welcome – a hello and a goodbye which still has a face and a welcome, so we’ve committed to having a reception. 32 Read Health Club Management online at healthclubmanagement.co.uk/digital june 2011 © cybertrek 2011 We wanted to maintain the experience, facilities and service that they’d get in a mid-market club – to get away from the idea that ‘cheap’ means tatty or dirty The Bristol club (above) has been turned around since it converted But everything else is pulled back to be a hours (6.30am–9.00pm on weekdays, to the budget model, while really tightly run, low-cost operation.” 9.00am–5.00pm on Saturdays and Southwark (left) opened in April The clubs also have, say its founders, 10.00am–4.00pm on Sundays) are some differentiating factors to future- covered by at least one person, and at proof it as the budget market gets peak times there are two or three Bannatyne club – acquired a month earlier increasingly competitive and low-cost members of staff present. – at which Fitness4Less is looking to operators start going head-to-head. First Cleaners play an important role in any double the membership to at least 3,000. of all, Fitness4Less has a studio for group high usage club, but particularly so at It has inherited some ingredients at the exercise classes – it’s not the only budget Fitness4Less; where necessary, they are site that don’t fit with its operation: offering to have this, but group exercise also required to deal with members and three sunbed rooms and a treatment is still not standard among budget clubs. wield a paintbrush to cover scuff-marks. room offering manicures, pedicures and Perhaps more unusually, it also offers The role of fitness instructor doesn’t waxing. These are under review and likely a ladies-only gym, which Emma believes exist, but receptionists are expected to to be removed. And there’s still some is key to the brand. Seen as another way have some sort of background in health work to be done to get the club running to get around any ‘buts’, in new-build and fitness and many are qualified to lead to the team’s way of thinking generally. clubs this is located so that women don’t studio classes. All of the PTs are freelance Office staples such as telephone lines and have to re-enter the mixed area once and can either pay their rent in cash or by photocopiers are even removed to cut they’ve changed into their gym kit. working shifts and taking classes. costs. “Having a photocopier suggests And in terms of personnel, instead of that staff are printing out timetables, working a long shift where they might A LEAN OPERATION rather than getting members to take get bored, staff are generally asked to I meet the team at Cheltenham, a them off the website,” says Neil, with work in short bursts. All the opening 5,500sq m (18,000sq ft) former a shake of the head. june 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 33 interview Local authorities priced themselves out of the reach of communities. Budget gyms will encourage mass participation, providing what local authorities provided 20 years ago Meanwhile Bradley bemoans the size The Birmingham of the manager’s office, which is club is one of needlessly huge for one person, as well Fitness4Less’ as a couple of other offices tucked away ‘home-grown’ sites in other corners of the club. I try to get in on the act and point out an area of sofas which appears a bit under-used. they haven’t been for “Yes, that’ll probably go and be filled with three months. more equipment,” agrees Bradley. Saying that, although All of these efficiency measures are it’s great value to be a what lead to the clubs’ incredibly good member, people are not value – an annual off-peak membership simply joining just because at Fitness4Less costs just £105 – but, it’s cheap and then not stresses the management team, in no using it. The membership way impacts on the customer is more active than the experience. “When we opened the general trend in the market, according to are also bringing potential sites to the Southwark club in April, our members Emma, with daily usage at 30 per cent of table for them to review. “For owner- couldn’t believe what they were getting total club members. operators, the franchise is significantly for £14.99 a month,” says Bradley. The member profile cuts across the cheaper at around £60,000,” says Emma. demographic groups: the unemployed Although this side of the business is in MEMBER PROFILES and students as well as wealthy people. its infancy, franchising will be one of the There are currently no specific processes Some use Fitness4Less as a second club main drivers going forward. There are in place to intervene and prevent because it’s convenient for work. plans to open three or four franchise members from lapsing. “At the moment sites this year, to create a solid base, with the business model requires there to be GOING FORWARD a more aggressive roll-out after this. regular leavers and joiners,” says Emma. Fitness4Less clubs are meeting break- “We’re very excited about its potential,” “People are joining two, three, even targets within the first three says Emma. “We see this as an important sometimes even four times a year. The months of operation, but the team is focus for the future of the business.” pricing is clear, there are no contracts, now looking at how the concept can be Looking at the fitness industry generally, it’s very transparent, so people think tweaked to drive further profits. “We the team predicts that things are will get ‘great, I can join for a month’.” looked at speedy boarding on the tougher all round. “The middle market Another advantage of the Fitness4Less treadmill,” jokes Neil. The first push will and some independents are going to get concept, again removing a key barrier to be to sell items via the website, such as squeezed an awful lot,” says Bradley. joining, is that – as members effectively workout essentials, while linking up with “Businesses that exist simply because they do their own administration online – they other lifestyle brands that match the were the first now need to raise their can join and leave in private, thereby customer profile is also a possibility. game and deliver the service people want.” avoiding the embarrassment of admitting The franchise business will also be a key “I think the budget market will also get that this is the sixth time they’ve joined a focus for the next few years. A full tougher,” says Emma, while Neil believes gym, or that they want to leave because franchise package – providing a ready-to- even the premiums will feel the pinch: open club, a three-week “Operators such as David Lloyd may feel training programme, and the pressure, with some members only a business plan and just affording their membership.” financial projections from When asked if they think budget clubs which to work – costs will go out of fashion when the economic £350,000. Fitness4Less is climate perks up, it’s an emphatic ‘no’. planning to develop a Indeed, Neil believes budget gyms will bank of sites that are take over the local authorities’ role of ready for an approved providing genuinely affordable fitness. franchisee to take over, “Local authorities priced themselves out of and the company is also the reach of communities,” he says. “I serious about targeting think budget gyms will encourage mass owner-operators who participation: we’re providing what local The success at Bristol inspired the might want to convert authorities were providing 20 years ago.” roll-out of the Fitness4Less brand their club to a Fitness4Less site. kath hudson Approved franchisees [email protected] 34 Read Health Club Management online at healthclubmanagement.co.uk/digital june 2011 © cybertrek 2011 Call Now for a Free Demonstration +1.866.775.7774 Get set for a healthier business FitnessBooker will show you how FitnessBooker is the leading web-based software for all sizes of health club and gym. 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It offers an extensive a big impression before you’ve international size swimming pool in Essex. range of Precor’s new Experience Series, even stepped through its doors, The Japanese Swimming Team has already including the P80 touch-screen console, with a 10m x 24.2m climbing signed up to train there in the run-up to with 62 pieces of CV equipment – wallB located in the entrance that can be the Games, in a non-exclusive deal that including treadmills, AMTs, bikes and seen as you approach. The wall, designed will see Olympic athletes training in the cross-trainers – as well as 29 pieces by climbing experts Rockworks, from same facilities and at the same time as of resistance kit from Precor’s Icarian County Durham, immediately sets the anyone registered with Everyone Active Strength and S-Line Experience ranges. standard for what is to come. – a great way to inspire others and There’s also a free weights area, a TRX Operated by SLM under its Everyone hopefully deliver a lasting Olympic legacy. suspension training station, Power Plate Active brand, the £38m Basildon The main 50m x 21m swimming pool machines and a functional training zone Sporting Village is a new public sector- is fi tted with a dividing boom that including ViPR and kettlebells. led development. As with all SLM-run can separate the space into two 25m The Sporting Village has also put facilities, there’s a wide range of activities pools, one of which has an adjustable interactivity and motivation at the on offer at affordable prices, all designed fl oor system to alter depth, maximising top of the agenda, investing in a range to get more people into activity. But fl exibility and usability. There’s also a of exergaming-type equipment. This Basildon takes what can be achieved in a 17m x 9m teaching pool. During pre-sale, includes three ZigZag Sportwall community facility to a new level. more than 1,500 children and adults Performance-PT wall panels, which offer signed up for swimming lessons. sport-specifi c fi tness and skills training to extensive offering Meanwhile a 100-station, 5,875sq m develop accuracy, speed, cardiovascular An official training venue for the 2012 (63,240sq ft) fi tness suite caters for stamina and teamwork. Meanwhile Olympic and Paralympic Games, Basildon athletes, fi tness enthusiasts and casual Trixter has supplied six Xdream bikes 36 Read Health Club Management online at healthclubmanagement.co.uk/digital june 2011 © cybertrek 2011 SLM EVERYONE ACTIVE ■ FIA Operator of the Year 2010 ■ Operates 72 swimming pools and 76 leisure centres in partnership with 23 councils across England ■ One million people registered to use Clockwise from left: The its facilities ■ busy opening day at the One of the UK’s largest centre, the gymnastics providers of swimming arena, one of the two instruction, teaching cricket pitches, and 77,000 students each the athletics stadium week nationwide – interactive indoor biking simulators limited to the main building. “It’s unusual was realised in a way that would benefi t that incorporate an upper body and for the local community to have access the region as a whole. core workout thanks to laterally moving to such a wide variety of facilities in Workshops were held with members handlebars. The bikes are linked to one venue,” says Duncan Jefford, SLM of local sports groups to identify enable group racing and user interaction. regional director. “Outdoors at Basildon, and deliver the best outcomes for all Indeed, users can engage with other we have six fi ve-a-side football pitches, 12 interested parties. Construction work exercisers and track their progress netball courts, 10 full-size grass football was carried out by Morgan Sindall. across all their fi tness and sporting pitches, two cricket pitches, a hockey With £16m of funding coming from activities with SLM’s newly developed pitch and a brand new athletics stadium, Essex County Council, the Homes and online tool for planning, sharing and all surrounded by acres of parkland.” Communities Agency, Sport England, learning – My Everyone Active. East of England Development Agency Meanwhile the gymnastics arena offers stakeholder interest and the Veolia ES Cleanaway Pitsea some of the best facilities in the UK and To achieve high standards across the Marshes Trust, the project has been will be the new home of South Essex board on a project the size of Basildon carefully managed to ensure the right Gymnastics Club. The size of a 10-court Sporting Village required centralised results for all stakeholders. sports hall, the arena houses a full management skills and experience. “One of the greatest challenges was spectrum of Olympic standard rhythmic Basildon Council set out to appoint one keeping the key partners happy about and artistic gymnastics equipment. company that could take the project from their investment in the project, so There’s also an eight-court sports hall conception to completion and beyond. good internal communications were for team games and badminton, while Community Solutions for Leisure important,” says Jefford. “We also had two multi-purpose studios provide (Basildon) – a subsidiary of Morgan a responsibility to meet the needs of ample space for a range of group Sindall Investments – was able to everyone who used the two previous exercise classes. Other facilities on provide design, build and ongoing facilities at the site.” These facilities offer include a café, two conference/ operation for the sporting village. S&P comprised a swimming pool at the other meeting rooms, a crèche with outside Architects and PMP Leisure Consultants side of the park – now closed – and an play area and treatment rooms. worked closely with the council and athletics track, grass football pitches and Set in the scenic 100-hectare parkland design team to ensure the aim of synthetic pitches, which now form part of Gloucester Park, the facilities are not creating a centre of sporting excellence of the new sporting village’s extensive june 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 37 new opening Interest: The centre’s opening day saw 10,000 visitors, including these children trying out the Trixter Xdream bikes facilities. Local gymnastics, swimming and hopes will double by the end of the athletics clubs have all made successful FACILITIES AT BASILDON centre’s second year. transitions to the new facilities. Over-60s are another key target group Even before the doors opened at ■ 50m swimming pool, able for the centre, in keeping with Everyone Basildon Sporting Village, Everyone to split into two 25m pools, Active’s dedication to community fi tness Active had sold 2,500 memberships. In with seating for over 400 across demographic groups. Indeed, addition, 19,000 people had registered ■ Teaching pool being an offi cial training site for the for the Everyone Active card, which ■ Regional gymnastics centre – Paralympic Games is a testament to the allows ‘pay as you go’ access both to the new home for the South commitment to all special populations at these new facilities and to other local Essex Gymnastics Club Basildon Sporting Village. SLM sites. Thanks to unprecedented ■ Eight-court sports hall “Disability fi tness is about far more than levels of interest from local schools, ■ 100-station fitness suite simply having disabled access to a sports sports teams, community groups and ■ Two multi-purpose studios centre,” says Paralympic champion and the general public, one million visitors for group exercise classes Basildon resident Danny Crates (see also are expected at the new complex in the ■ Indoor climbing wall p40). “Facilities should offer bespoke fi rst year; on opening day alone, over ■ Six outdoor, artificial, floodlit activities, training and access to the 10,000 visitors were recorded. By the five-a-side football pitches gym and pool for disabled people, with end of year two, Everyone Active hopes ■ Outdoor artificial pitch accessible lifts, showers, doors, changing to have 4,000 members at the new site. for football or hockey rooms and so on. But just as important Pay as you go options at Basildon start ■ 10 outdoor grass football pitches is the attitude of staff. They need to be from £3.35 for swimming or £4.80 for a ■ 12 outdoor netball courts trained to engage with all their members, gym session, with concessions available. ■ Two cricket pitches whether they’re a teenage girl or a 65- Members can also use the three other ■ New 720-seat athletics stadium year-old man, and whether they walk into sites in the Basildon area, and any of ■ Two meeting/lecture rooms reception or arrive in a wheelchair. the 75 Everyone Active sites across the ■ Crèche and café “New-builds like Basildon Sporting country, for under £40 a month. ■ Free car parking Village have the opportunity to specify facilities, starting from scratch rather community access than having to revamp or extend to “One of the main objectives in developing Indeed, Everyone Active is cater for the disabled community. The Basildon Sporting Village with Basildon committed to working with Basildon legacy of the London 2012 Paralympics Council and the other stakeholders was Council to lower childhood obesity, should be facilities like Basildon to benefit the community, while creating get more inactive teenage females Sporting Village, making a commitment a hub of sporting excellence for Essex,” into activity and generally get the to run a comprehensive programme of says Jefford. “As well as hosting top-level younger generation more active and sport for disabled people.” regional and national competitions in engaged with sport, fi tness and health. Basildon Sporting Village opened to the disciplines such as athletics, gymnastics, For example, it delivers swimming public on 30 April 2011. More information swimming, cross-country running and programmes for 25 local primary can be found at www.basildon-sport.co.uk netball, Everyone Active is doing what it schools, and 1,000 children are already can to improve health and fitness in the enrolled in swimming instruction at dawn tuckwell wider community.” the sporting village – a number SLM [email protected] 38 Read Health Club Management online at healthclubmanagement.co.uk/digital june 2011 © cybertrek 2011 SPECIAL OFFER WANTED – REGIONAL SHOW SITES Save up to 50% on a studio floor refurbishment! Gerflor Ltd. require a number of Regional Show Sites for our new Taraflex™ Sports Flooring. ECO-FIT™ is a new innovation allowing an existing studio, aerobic or multi purpose floor to be left in place and directly overlaid. This saves on downtime, environmental impact and significantly reduces costs. 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Scotland - Somerset - North West - Yorkshire - Midlands - London - Surrey - Kent - Wiltshire - South Wales - Darren Wood Sports Manager Ulster - Cheshire - Hertfordshire - Hants - Herefordshire Tel: 07836 366579, - Cumbria - North East Bucks - Staffs – Derbyshire - Email: [email protected] Tyneside - Lancashire - Suffolk and more Visit: www.gerflor.co.uk disability fi tness Katherine Selby looks at ways in which clubs could better cater for disabled people TIME TO ACT itness is not just about looking good – it’s about what’s inside too. Your self-esteem, sense “ INITIATIVE FITNESS INCLUSIVE PHOTO: of self-worth and emotional strengthF can all be improved through exercise and sporting achievement. It’s the same if you’re blind, in a wheelchair, have lost the use of your arms or if you’re non-disabled. The fitter and healthier you are, the better you can work and live your life to the full. “Why should anyone be denied this opportunity of achieving a sense of wellbeing? Many disabled people need to be stronger in certain areas to could pursue. However, 93 per cent of But disabled customers need to be open compensate for their impairment, so disabled people do not currently take and honest with their trainer too: “Just gym and sports are the perfect way part in regular activity (Active People as a non-disabled customer will share to achieve fi tness.” This is the view of Survey, Dec 09). There’s surely an their fi tness history and goals with a Danny Crates, 800m gold medallist at opportunity for the fi tness industry personal trainer, so too should a disabled the 2004 Athens Paralympics. – indeed, an obligation – to provide customer: it’s a two-way partnership.” With 20 sports in the Paralympic facilities, training and encouragement for programme for London 2012, it’s this population group. It can be daunting people power clear there are plenty of sporting to know where to start, but there are New-build sport and leisure facilities opportunities that disabled athletes a growing number of organisations on- must conform to the Equality Act, which hand to help. We ask for their advice. requires them to be compliant and able to receive anybody, with full accessibility Danny Crates, integration not segregation for all impairment groups. However, Paralympic gold Disability fitness is about inclusion and although many existing facilities are medallist, is a integration. “Disabled and non-disabled perfectly good for people with minimal champion of elite athletes train side-by-side and share impairment, to really improve inclusive fitness coaches, trainers and facilities. There’s someone’s fitness and skills you need to no reason why recreational athletes look beyond the building and ensure can’t do the same,” says Crates. that all staff, personal trainers and Dawn Hughes, equipment manager coaches are trained to help every for the Inclusive Fitness Initiative (IFI) customer maximise their activity. at the English Federation of Disability “The receptionist is the fi rst point Sport (EFDS), wholeheartedly agrees. of contact for visitors and can make “The way forward is for facilities to or break the exercise experience for provide an inclusive environment people with impairments,” says Nick comprising equipment that can be used Heyworth of Parasport. “If they or other by both disabled and non-disabled staff are anxious or can’t relate to these members,” she says. customers, a wall immediately goes up.” Crates adds: “A good coach is a “Training staff to ensure disabled people good coach and they should be able to receive a safe, effective and valuable motivate everyone who comes to them.” experience is a key requirement of IFI 40 Read Health Club Management online at healthclubmanagement.co.uk/digital june 2011 © cybertrek 2011 INSPIRING EXAMPLES Everyone Active Basildon Sporting Village is a new-build sports complex and Olympic and Paralympic 2012 training facility (see p36). Everyone Active has specially trained staff and follows an inclusive and integrated model. The centre provides a wide range of sports for disabled athletes including wheelchair fencing, wheelchair goalball, athletics, Paralympic judo and boccia, plus an outdoor athletics track and 50m, eight-lane pool. The local Basildon community uses the facilities alongside elite and international Olympic/ New facility: Visitors at the opening Paralympic athletes. day of Basildon Sporting Village www.basildon-sport.co.uk The Aspire National Training Little Venice – in the heart of Centre in Stanmore is the first fully Westminster, London – is an eco site integrated training centre in Europe complete with grass-covered roof. It for disabled and non-disabled people. has a fully IFI-accredited gym where It specialises in rehabilitation and people are encouraged to work as fitness for people with spinal injuries independently as they can. Staff are and the majority of its disabled fully trained in both the physical and members are wheelchair users. It has social implications of a wide range of a 25m swimming pool with ramped disabilities. A government initiative, access for wheelchair users, a fully Little Venice works closely with local integrated IFI-approved fitness studio, GPs and primary care trusts to sports hall and dance studio. Aspire: The first fully integrated support rehabilitation and ongoing www.aspire.org.uk training centre in Europe disability fitness. www.westminster. gov.uk/active/littlevenice/ accreditation,” agrees Alex Gibbons, IFI seek our advice on IFI-accredited such as wheelchair basketball, finding a London project manager. “You can have equipment and processes are diving into wheelchair fencing coach or having space a superb pool and a well-equipped gym, unknown territory but, without to host athletics training may pose a but if staff aren’t comfortable around exception, once established, the challenge, but if you’re able to offer such people with impairments, you’ll simply customers most certainly do come.” opportunities, it could make a big impact. fail to engage with the very audience Hughes believes the secret is to “Any provision for disability fi tness is you’re hoping to attract and help.” invest in the right equipment. “There to be applauded, but it’s the facilities All staff should learn how to can be numerous barriers for disabled that can go the extra mile that will really communicate with disabled people and people in terms of accessing fi tness make a difference,” says Heyworth. be familiar with common terminology products – complicated adjustments, “Assembling a team of athletes with and body language. Heyworth explains: high step-on heights, lack of tactile impairments can be tricky – and then you “We train people in the basic courtesies: information, non-removable seats on need to fi nd another team to play – but after all, you wouldn’t walk behind upper body strength and CV products our ‘club fi nder’ service puts teams in a non-disabled client and push them and over-concentration on lower body touch with each other. I’m confi dent that, to the changing room, so why push exercise for CV provision,” she explains. over time, more and more teams will be a wheelchair user? The devil is in the However, many mainstream equipment created and the sports will thrive.” detail, and facilities serious about suppliers have developed more offering disability fi tness need to address accessible products; there are over 100 staff training and attitudes as a priority.” IFI-accredited items of fi tness equipment, FIND OUT MORE The importance of this is borne out by from 15 different suppliers, which have Parasport – www.parasport.org.uk the EFDS IFI programme, which focuses all been tested by a range of disabled +44 (0)20 7842 5789 as much on staff training as on facility people and industry experts for their English Federation of and equipment suitability. accessibility and inclusivity. Non-disabled Disability Sport – www.efds.net members can also use them, so there’s +44 (0)1509 227750 getting started no need to double-up on equipment. IFI – www.inclusivefitness.org To attract disabled people, you need to +44 (0)20 7717 1699 build an inviting, stimulating environment. outside the gym www.disabilitysport.org.uk “It may take a leap of faith that your Many disabled customers may prefer to investment in disability fitness will result take part in a team sport, try out in increased custom,” says Gibbons. athletics or take to the pool rather than katherine selby “The majority of leisure providers who just use the gym. Setting up team sports [email protected] june 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 41 medimotion GET MOVING EVERYDAY... Does your gym provide inclusive fitness? If so, then MOTOmed is for you, the world leader in movement therapy. Motor driven passive, assisted or active movement for people with limited mobility. MOTOmed Movement Therapy plays a key role in leisure centres, gyms and physiotherapy departments across the UK. ADVANCED FEEDBACK & TRAINING ANALYSIS. Sole uk importer for MOTIVATIONAL & CONDITION SPECIFIC TRAINING. HIRE/BUY PLAN AVAILABLE To find out how the MOTOmed can benefit your facility, contact us today for a FREE demonstration. tel: 01559 384097 [email protected] www.medimotion.co.uk disability fi tness achieving integration How can operators truly cater for disabled people? Our panel of suppliers offer their advice and top tips LIFE FITNESS 1. Ensure at least one staff member has been trained in HUR this area of expertise. 2. Focus on the individual, South Lanarkshire Leisure and not their carer. Culture adopted an alternative 3. Focus on abilities rather perspective when planning a new than disabilities. fitness area in 2008. Instead of 4. Listen! People know working from a majority viewpoint, themselves and their it focused on provision for niche disabilities better than you do. groups and disabled people. 5. Tailor your methods of “This reversal of the usual communication to make approach means we adequately sure you are delivering catered for everybody and achieved information in a way that the primary objective of inclusive best engages the individual. fi tness, making inclusive equipment Ultimately it’s vital to take a work in mainstream facilities,” bespoke approach. Treat every explains Gerry Campbell, the client as an individual and have trust’s general manager. regular reviews to ensure Fitness equipment supplied by progression and motivation. HUR is arranged in multi-faceted zones that encourage people with Keith Smith, special disabilities to mix with other users. population training expert The model has proved so successful and director of KLS (Life that the trust has repeated it over Fitness Solution Partner) three more sites. The leader in inclusive & specialist cardio exercise As a specialist cardio equipment supplier, SCIFIT is fully committed to delivering truly inclusive fitness for disabled and non-disabled people alike with challenging and effective workouts for users of all abilities - from the very unfit through to Olympic and Paralympic athletes. SCIFIT Ltd UK www.SCIFIT.uk.com Tel 01344 300 022 Email info@scifit.uk.com disability fi tness PULSE Disability fitness should be part of the blueprint of leisure centres, not an afterthought or add-on because we need to meet DDA requirements. Clubs should provide seamless integration between services and equipment offered to able-bodied and disabled members. Don’t discriminate SCIFIT by highlighting services or equipment catering specifi cally for certain groups Consider the wider requirements – allow all members, regardless of their of disabled members – the ability, to interact and work out in the addition of IFI-accredited kit is same environment. Taking this approach not always enough to create a will save you time, space and money. truly inclusive experience. Managers must create an inclusive Julie Lewis, director of operational culture whereby staff are fully services, Pulse trained and comfortable working with every member. Staff should use a wide range of equipment – not just the IFI pieces – to give TECHNOGYM disabled users a challenging workout that’s enjoyable and Design and planning are intrinsically achieves their fitness goals. important in any new facility layout, If your employees believe but even more so when creating an disabled members only come inclusive centre. More and more customers to the gym for a bit of gentle are using our design team as consultants exercise and nothing more, for layout and planning advice to ensure you risk losing valuable clients the best possible user experience. and missing out on the rewards It’s important to consider the layout that come from helping someone of a gym during equipment selection. exceed expectations, regardless Special thought must be given to allowing of their ability. greater access points and ensuring an appropriate fl oor level throughout the Bob Whitlock, UK sales design. Furthermore, line of sight must director, SCIFIT be considered, as this may be signifi cantly altered for many disabled users. Craig Swyer, product manager, Technogym CYBEX 1. Make everyone feel welcome: attitudes of the staff, other users and the general culture of the centre must be inclusive. 2. Get IFI accreditation, with fully accessible equipment and layouts. 3. Accessible communication: All marketing materials must be easily legible by all impairment groups and refl ective of the population. 4. Employ disabled instructors, as this often makes disabled people more confi dent about using a gym. 5. Listen to customer feedback and have an open attitude. For example, an Aspire member requested a grab rail in the gym – a low-cost adaptation that went a long way to ensuring this customer, and Julia Dalgleish, master trainer for possibly others like them, could use CYBEX UK, in conjunction with the centre without worry. The Aspire National Training Centre PHOTO: INCLUSIVE FITNESS INITIATIVE 44 Read Health Club Management online at healthclubmanagement.co.uk/digital june 2011 © cybertrek 2011 Fitness for Everyone As the leader in Acceleration Training™ equipment, Power Plate sets the standard for accessible fitness. Our Stage 2 IFI accredited and MDD certificated machines can be used as part of a wider treatment program to help with medical and neurological conditions including Osteoporosis, Arthritis, Parkinson’s and Multiple Sclerosis. This is a low impact, high intensity form of training suitable for people of all ages and physical abilities, validated by more than 180 independent research studies, nearly 40 of which specifically used the Power Plate® machine. Find out how Acceleration Training can help improve your clients’ quality of life. For more information call 020 7586 7200 or visit www.powerplate.co.uk You can now learn how to create safe and effective Power Plate programs for clients with medical conditions. For more information about the Special Populations Workshop available at the Power Plate Academy London, call 020 7317 5032 or email [email protected] www.powerplate.co.uk social media Stepping into Ray Algar discusses his 2011 European Health Club Industry Web and the social web Social Media Report can vividly recall back in 1994 the opportunity to participate. It was a outlines some of the reasons why I believe when I first connected to the one-way publishing channel, controlled the social web will have a profound effect web. Yes, the experience was mainly by organisations, and where the on the health club industry. painfully slow, with a page – even ‘expert’ rather than the amateur opinion with pictures disabled – taking a prevailed. The consumer voice was yet Changing our world lifetime to load. But that was irrelevant, to be heard, because the early web was There is no doubt that consumers feel for miraculously my computer had not built to encourage discussion – it more empowered. They are harnessing changed from being relatively ‘dumb’ to was not particularly ‘social’. Fast-forward the web to connect, engage, learn, incredibly ‘smart’. No longer would a to 2011 and it is individuals, not just collaborate, swap and trade. They have search be limited to what was contained organisations, who are contributing the means and infl uence to bargain down on my hard drive. Information was now to the web. The web is now alive with the price of almost anything and allow the miraculously accessible and abundant. conversations fuelled by individuals using anatomy of organisations to be forensically Of course, we all know how the social media platforms such as Facebook, examined, mouse-click by mouse-click. web has since developed to become Twitter, Blogger, Flickr and YouTube to Collaborative consumption is a global an integral part of our everyday lives connect in unprecedented ways. phenomenon. ‘Wikipedians’ continue – the challenge now is to discover how I defi ne the social web as: “People to build Wikipedia, the world’s largest to embed the emerging ‘social web’ harnessing web platforms that enable online encyclopaedia. Consumers use into our organisations. them to contribute, converse and the web to exchange goods and services collaborate in a way that aggregates using eBay and Gumtree. They share Defining the social web the wisdom of many.” The chart below hospitality experiences on Trip Advisor The early web was ‘read-only’. illustrates the empowering nature of the (45 million reviews) and pool their Individuals could browse but rarely had emerging social web; the chart on p47 money at Zopa to create a ‘consumer bank’, offering person- to-person loans that eliminate traditional banks. Individuals are learning that it’s better to be part of a crowd, and the crowd is fast becoming wise. The literal meaning of ‘transparency’ is ‘see-through’, and this is where the social web is empowering consumers. Should organisations be concerned or excited by this? Well, if a company peddles average service, then transparency Collaborative empowerment: Consumers are harnessing the web to connect, engage, learn, collaborate, swap and trade 46 Read Health Club Management online at healthclubmanagement.co.uk/digital june 2011 © cybertrek 2011 The social web is fuelled by factors such as a desire for mutual exchange – consumers are willing to write detailed reviews, for free represents a signifi cant threat; mediocrity to the social web is ‘why?’ Why would Health clubs must understand and in the era of the social web is a very someone write a thoughtful and detailed tap into the factors driving the vulnerable place to be. Consumers can Amazon book review, for free? ‘Why’ is growth of the social web (above) now write, publish and spread their views an important question, because it explains on last night’s restaurant meal or this what is fuelling the social web. Often, morning’s group exercise class via an ever- fi nancial reward is not required to drive content is increasingly being sourced growing number of specialist review sites participation. Instead, the social web taps from the public, uploading their stories to such as Review Centre, Yelp, LoveTheGym into our altruistic inclinations and desire Twitter, YouTube or direct to the news and Ciao. Do these reviews infl uence for mutual exchange – a move from zero organisations’ own websites. Consumers what other consumers buy? Yes, they sum gain to ‘win, win’. I describe this are increasingly ‘breaking’ stories. do. A 2009 study of 25,000 consumers phenomenon as ‘digital reciprocity’. Other co-creating examples include across 50 countries discovered that Allied to digital reciprocity is the way creating your own custom sports shoes online consumer reviews were the in which the social web allows consumers at NIKEiD, and car manufacturer Fiat most trusted form of ‘advertising’. and companies to ‘co-create’. What is inviting consumers to post comments on A recurring question that people often co-creation? Well, as I watch today’s its website about features they like/dislike ask when told that people voluntarily add news on the television, I notice that the for the re-design of the Punto model. june 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 47 social media The brand experience now exists everywhere there’s a chance for a conversation to take place In order to ‘unleash the consumer’, the digital tools required to mobilise and harness their infl uence had to become widely available. This we have, with digital communications now both abundant and relatively affordable. For example, you can now buy a Flip video recorder that captures high defi nition fi lm – with ‘one- touch’ upload to YouTube – for £80. Entering the social web Health clubs have A key part of my report is a series of an opportunity to interviews with social media use the social web practitioners to clarify how the social to create shared web is transforming the relationship experiences – a between consumers and brands. sense of community The key message from Allister – among members Frost, digital marketing strategy lead at Microsoft UK, is that brands should stop ‘shouting’ and begin ‘engaging’. He businesses, Frost advises: “As always, everywhere there’s a chance for a explains: “Shouting is my shorthand start with your customers. Find out conversation to take place.” for the outdated marketing approach how their behaviours have changed and Rob Gregory, co-founder of of simply pushing out messages to see how else you could offer a better, LoveTheGym – an online review customers according to a marketing more valued brand experience. platform launching this month – believes plan. Today, the social web has given “A health club business exists to the health club industry has some everyone a voice, and brand owners create both individual and shared way to go before we see genuine club now fi nd themselves at the centre of experiences; it is therefore the perfect and member engagement: “If you a multi-party conversation in which platform for experimentation on the ask yourself some simple questions they are just one voice.” social web. The brand experience – for example, to what extent have In terms of clubs starting the process no longer starts and stops at the we allowed our members to share of embedding the social web into their entrance to the health club – it exists experiences, expertise and opinions, or how have we made information more accessible to members (eg publishing prices) – it’s easy to see that the Stepping into industry has not changed much in the the social web way of ‘socialising information’.” Gregory envisages signifi cant ■ Identify, engage and monitor opportunities as clubs and members relevant online communities begin to engage online: “Members ■ Clarify your overall social have been longing to have their voice media strategy before jumping heard. If the environment is created in and using the media properly, operators will be amazed by ■ Develop social media guidelines the power and potential of connecting for your organisation with their members. I have no doubt ■ Start with a single platform, that the experience will improve and, such as blogging, and master it importantly, mutual trust will evolve.” ■ Persist once you have chosen your Justin Webb, founder of the Social preferred social media platforms Media Leadership Forum, suggests that clubs start the social web journey by fi rst listening: “Listen to what people are saying on gym blogs and forums. Get a feel for the community. Make some small contributions and take it from there. Set up your own tools and experiment. Do not be afraid to make mistakes; you can easily correct them.” 48 Read Health Club Management online at healthclubmanagement.co.uk/digital june 2011 © cybertrek 2011 charity:water was founded by Scott Harrison (above) CASE STUDY Connecting with consumers charity:water (charitywater.org) is a New process more transparent and fosters Total transparency: charity:water York-based organisation, founded in 2006, a deeper relationship between donor, allows donors to specify how, and whose purpose is to bring clean drinking recipient and charity. where, their donation should be used water to the developing world. It’s led by The charity also recently launched Scott Harrison, who discovered that the mycharity:water, whereby individuals All this means that charity:water has social web could be used to connect with can promote a specifi c project, raise a rapid means of engaging with large donors in unprecedented ways. donations, track progress and share numbers of enthusiastic followers. Via A challenge for many charities is information with other donors. When Twitter, Facebook, mycharity:water, demonstrating the difference that small I last looked, US$8.1m had been gifted YouTube and its blog, the charity donations make. The journey from by 101,000 donors. distributes photographic and video project ‘click to cause’ is often opaque, with The charity has a fanatical social media updates, recruits staff, lobbies politicians, donors unclear how their funds are used. following. It has 1.3 million Twitter discusses new projects and encourages its charity:water is different. Donors specify followers and was the very fi rst non-profi t donors to talk about fundraising efforts. how, and where, their donation should be Twitter account to gain more than one There is of course a magic ingredient to used, and then Google Earth, YouTube and million followers. By way of comparison, its success: the compelling organisational Twitter are used to track and report. Such Water Aid, the 30-year old charity, has purpose. Without this, there is nothing evidence-based donating makes the giving approximately 10,000 Twitter followers. for the social web to amplify. European industry audit Club brands are now on Twitter, but industry to invest time in understanding A key part of my new report focuses on again the level of consumer engagement is how to harness this amazing innovation. auditing 50 health clubs – market leaders low. Fitness First UK topped my Twitter I do hope you are excited by the arrival defined by number of clubs – across 10 table with 1,953 followers (at November of the social web. It has been nearly 600 countries in Europe to capture their 2010). By May 2011, this number had risen years since Gutenberg invented the social media use. Are they blogging? Do to 3,581, still representing less than 1 per mechanical printing press, an innovation they use Twitter, Facebook and cent of its UK membership. that transformed the way people YouTube? If they are, how frequently are Fitness First’s Twitter use is very communicated. The web has only been they using these platforms? good – it Tweets frequently, averaging with us for 19 years, and so is still Overall, I was surprised by the low 51 monthly tweets since joining Twitter, nascent. Tim Berners-Lee, the inventor use of many social media platforms. and proactively responds to follower of the web, thinks this: “Twenty years For example, blogging on specialised questions and queries. Sometimes its from now, we will look back and say this publishing platforms such as Blogger, tweets are not about health and fi tness, was the embryonic period. The web is Word Press and Type Pad is not on as this message on 11 March 2011 only going to get more revolutionary.” the radar of the health club industry. demonstrates: “Our thoughts are with Indeed, when I researched my report, everyone affected by the devastating ray algar the only evidence I found of a chain earthquake and tsunami news we have [email protected] blogging was SATS in Norway. woken up to this morning in the UK”. More brands were using Facebook, This helps the company maintain a but the level of member engagement human dimension, visibly acknowledging For further information… was low. McFit in Germany topped my that not everything is about fi tness and For a free copy of The 2011 research with 7,597 ‘likes’. However, that its members have interests and European Health Club Industry to put this in context, McFit had 975,000 concerns beyond the gym. Web and Social Media Report, visit: members as at December 2010, so less europeanwebreport.ning.com than 1 per cent of its members ‘liked’ its Becoming social Ray Algar, MBA is managing offi cial Facebook page. I believe 10 per The social web will have a director of Oxygen Consulting and cent of all members should be a realistic transformational effect on the health co-founder of LoveTheGym.com ambition if a brand has confi dence in its club industry, and I believe it is [email protected] service proposition. incumbent on anyone connected to the june 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 49 Direct Debit solutions for all clubs High quality, high success, low cost Whether your need is for regular collections or a complete administration service, our range of services will provide a bespoke solution for your business. FULLY AUTOMATE YOUR BUSINESS AND OUTSOURCE WITH HARLANDS UÊ Online sign up solutions integrated into your web site SPECIALISTS Data transfer to your CRM solution, PT Management and UÊ IN SYSTEMS access control server FOR BUDGET UÊ Bespoke integration to hosted data base CLUBS UÊ Real time data transfer and member status updates UÊ Hosted payment portal UÊ Fully managed Direct Debit processing and member support UÊ Dedicated account management NOBODY DOES IT BETTER... www.harlandsgroup.co.uk 0845 230 16 36 [email protected] A leading provider of Leisure Management Solutions (LMS) with over three decades of experience serving more than 5,000 deployed LMS licenses and is the technology partner of choice across all four sectors of public, private, facilities management and education. Xn leisure – the IT partner of choice A portfolio of LMS solutions to include ‘Award Winning’ self service modules to offer better leverage of your existing resources, increasing profitability and efficiency. LMS – A local or centrally hosted enterprise solution. Wizard based membership with market leading central and local reporting and simple control of estate wide data. Bookings, retail based POS and ticketing, course and session management, prospecting and 3rd party best in class integration combine to make a powerful yet intuitive solution. Online Bookings - Sessions, courses and activities can be booked online, empowering members to book and purchase at a time convenient to them. Online booking is designed to complement existing services and offers an alternative to telephone booking and alleviates pressure from your front desk, allowing your front of house to be truly service orientated. Online Memberships – You can extend your membership sales team by allowing visitors to your website to join online, easing the burden on your front of house operations. Additional functionality allows existing members to renew their memberships, aiding your cash flow. Kiosks – In a convenience age Kiosks allow customers to self serve, from checking in for a course right through to rebooking a session for the following week or the purchasing of activities. Customer feedback functions for members AND non members complete the solution. Xn Leisure Systems Limited Tel: 0870 80 30 700 Email: [email protected] www.xnleisure.com 50 Read Health Club Management online at healthclubmanagement.co.uk/digital june 2011 © cybertrek 2011 CRM Club management suppliers are joining forces to provide the best integrated technology solutions PIC: ©WWW.SHUTTERSTOCK.COM GREATER THAN THE SUM OF ITS PARTS ealth club operators are always looking for best Kevin Scott reports on ways in which software providers are H practice across a range co-operating to drive functionality and benefit their clients of software solutions, but increasingly they also need these solutions to be connected. Indeed, in but maybe not the tuner; in most cases, it all starts here a session at IHRSA this year, a selection the best sound system is a one based on Harlands brought online membership of club chain owners discussed how separates. I think the same can be said of sign-up to the UK some five years ago, their businesses were now more reliant the ultimate health club solution. and by later this year it will have sold than ever on integrated technology, “Club management software suppliers over one million memberships online. Yet and how providers were now working need to build a business based on it was a difficult task to convince many in together to make this happen. openness and collaboration. SDA has an the fitness industry that members didn’t It seems highly unlikely that a single API (application programming interface) need to go through the tiresome ‘tour software provider will be able to provide that allows us to look at any software and close’ for every single membership a ‘one-stop shop’ for all the applications applications we consider benefi cial to our sale, and that in fact the savvy shopper a forward-thinking health club owner clients and that complement our system. now did their homework online – ie not is going to require in the fast-moving Several years ago, we took the decision in allowing the member to join online was a technological environment we now work the architecture of our software to make strategy operators would adopt at their within. As Stuart Dyson, founder of allowances for future collaborations, and peril. The task was made somewhat member management solutions company this is now delivering results.” easier by the emergence of the low-cost SDA Solutions, says: “It was often the Here, we provide an overview of some health club, but it’s also fair to say that case that you could purchase a stacking of the integrated solutions and good the low-cost sector wouldn’t be where it hi-fi system and the CD would be good, practice already happening in the sector. is in the UK without online joining. june 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 51 CRM So what does online joining have to do with integrated technology? In many cases, this is where the process begins. Harlands’ technology can link with websites by a simple i-frame or the opening of a new window. However, in some cases it’s far more complex, with data moving via a bespoke web service designed for that client. This allows data to move from website to online database to billing agent seamlessly and in real-time – an obvious requirement in the low- cost sector. Since all data has a unique reference, the update of membership status is also possible in real-time. This sign-up process is then linked in real-time with the access control solution on-site. Data can move into bespoke web-based database solutions, or to off-the-shelf solutions, and integrations exist with the aforementioned API delivered by SDA, as well as with Fiserv, Legend, Sportsoft, TGS, Invotech, iGo Figure and more. Clubs need to consider Harlands isn’t alone in this process; that members will Debit Finance Collection’s own FastDD want to access web- will integrate in several CRM solutions. based information from access control their smart phones Access control has become very topical of late, especially in non-staffed set status. Assuming it goes well, such environments – numerous solutions technology could eliminate numerous are being employed by clubs as the cost centres for club operators. need for automated staff-less check-in In terms of online sign-up, if a full becomes more widespread. end-to-end solution is not required, it’s I have been somewhat sceptical possible to incorporate a cut-down of fi ngerprint biometrics, but new version – which still picks up the critical solutions coming to the market – using banking data – into branded online sub-dermal technology – seem to have joining portals built by web design teams. moved on to another level. And we’re Consequently the look and feel of the about to see the fi rst club, at least to client website can be more bespoke. my knowledge, open in the UK using The operator can also choose to retain integrated facial recognition software the data within its own database, built at point of entry. It will be integrated for purpose, rather than an off-the- into hosted access control software and shelf CRM. Data captured in this way linked back to the billing company to is then typically sent in real time to the central billing provider, and also to Access via fi ngerprint is already a server (usually a hosted server) that possible, and now facial recognition in turn hosts access control software – software is coming to the market which drives access control. This means there’s a unique member reference throughout the process, allowing all parties to communicate in real time. the next step Online joining has led to operator demand for the ‘next step’ – the ability to book an initial induction online, for example. We’ve already seen a dramatic increase in the number of hosted software solutions – such as Mind Body and FitnessBooker – which bring a greater opportunity to engage with the member from home or office. And now Fisikal, with Harlands, has june 2011 © cybertrek 2011 Health & Leisure PIC: ©WWW.SHUTTERSTOCK.COM Facial recognition software could eliminate numerous cost centres for club operators created a new concept in online member clubs have focused purely on driving experience. A real-time link from membership and delivering their Harlands’ online sign-up to Fisikal’s services while the member is in the club. platform – through which members This model has worked, but member interact with the personal trainers at retention has not been good. their club – facilitates a comprehensive “Clubs are now looking at ways to online service. Support is available for extend their service and add value to the members each step of the way, from member experience – and that’s where online joining and gym induction booking we come in. We believe that a large part through to purchasing services and of a member’s success is down to the receiving support from the club online. level of interaction they have with the This support is also available to club’s team – their support network. members on their mobile phones. As If you can make a member truly smart devices such as iPads and iPhones accountable, they will feel bad if they ‘let become increasingly widespread, we down’ their support network. are already seeing the introduction “Understanding the psychology of of QR codes to speed up the process what makes members work and how to of opening given landing pages from infl uence them is a big part of what we smart devices, and similar technology have factored into Fisikal over the past is inevitably going to be used more few years. Member experience should widely; companies wishing to effectively be the most important consideration engage with members must look at such for any club now, and operators should technology sooner rather than later. be thinking not only about how they Rob Lander, CEO of Fisikal, says: “We can keep their members, but about are delighted to pioneer a new way of how they can add so much value to helping clubs offer a fully interactive members’ lives that they market their member experience. For too long, service to all their friends. www.gladstonemrm.com june 2011 © cybertrek 2011 01491 201010 CRM The Gym Group is an example of a club that has staff-less entry via a keypad; clubs are using many new methods of access control “This is also why we plugged Facebook into our application – so that clubs and trainers can leverage members’ friends We plugged Facebook into our to market their services to. Creating a full online support service for members application so clubs’ trainers and being able to combine this with can leverage members’ friends Harlands’ online direct debit facility has been something we’ve needed to do for a long time.” Gordon Hall, MD of Competition brings the benefi ts of drawing together by a number of clients how we could Line (Lifestyle Fitness) – where the the people, expertise and software assist with sales. We began by sending system is in place – adds: “We had to create highly targeted solutions. prospecting emails to ‘alumni’ members, been looking for an effective way for Cascade3d, for example, works as we know for many clubs one in four members to join online, as well as book alongside leisure management providers ‘new’ members are actually past members. initial orientations, ongoing classes and Xn Leisure, Gladstone and Clarity to One of the very fi rst clubs we did this PT sessions remotely from the club. The ensure customers benefi t from their with – the Washington DC YMCA – sent link from Harlands to Fisikal is ideal, abundant knowledge and capability in roughly 2,000 emails and signed up 165 as it will allow our members to book areas of business insight, data mining, ‘alumni’ members in two weeks. online and also receive member log-in validation and customer communication. “We now have prospecting templates instructions at point of sale online.” It isn’t just their IT skills that make a available for all our clients in all the Meanwhile, the Your Management difference, but more the understanding countries we work in. Recently, with the Solutions group of companies has of how the data and systems support advent of online joining and ‘click’ reports, recently launched YOUR Lifestyle. business growth, management decisions we’ve found that prospecting emails with Director Jamie Lynne explains: “YOUR and digital marketing. Specialist a direct link to sign-up pages have almost Lifestyle is an online personal training companies bring this depth of knowledge double the success rates of those without and lifestyle service that’s used by to the party; their integration means you a direct link to online sign-up.” PTs and clubs to generate additional can reap the benefi ts of working with revenues – it allows them to monitor the best of breed.” looking forward and plan for online clients anywhere in Retention Management’s system, So where do we go next? With data the world. The system is easily linked meanwhile, can draw data from moving in various directions, all in to the client website and accessed via most CRM solutions to populate its real-time, no one company can username and password – passwords automated email system that drives realistically master the quality and that can be generated at point of sale the contact with members. Jon Nasta, professional delivery needed from via an online joining solution.” MD of Retention Management UK, each independent element of the says: “In nine years of working with club overall service required. integrating with management software providers in all For operators to benefi t from best specialist services corners of the world, we’ve never come practice in all areas of the business, There are a number of software-based across a system where we cannot pull let’s hope that more providers start services that exist alongside facility the weekly data extract needed to run to work together, and that we management software or CRM solutions our programme. Indeed, nowadays the continue towards a more joined-up to directly support the client with more robust systems even automate the solution to the benefi t of all. customer profiling and marketing. process for our customers.” Gerry Hodgson, of Cascade3d, states: He continues: “Three years ago, as kevin scott “Integrating with specialist companies the economy turned, we were asked [email protected] 54 Read Health Club Management online at healthclubmanagement.co.uk/digital june 2011 © cybertrek 2011 Available in print & online ! "!# "! HEALTH CLUB MANAGEMENT HANDBOOK 2O11 The 7th edition of the Health Club Management Handbook is now available. The handbook is a comprehensive guide and reference tool distributed to industry operators, buyers and suppliers and available at leading industry events, LIW, IHRSA and FIBO. WHAT'S IN IT FOR YOU? FOR INDUSTRY SUPPLIERS ■ Multiple listings of all industry suppliers by: ■ A-Z ■ Phone book ■ Web address book ■ Product selector ■ Company profi les including key information, contact details, images of products and a picture of your company contact ■ Vertical strip adverts in the address book section %' "! % # ! FOR INDUSTRY OPERATORS % # #! !! ■ Who’s who? of key industry personnel in the UK and Europe: ■ Private sector operators #" " ■ Public sector operators ■ Industry organisations "! &" !! " ■ Features and reference material " " !" ■ Predictions for 2011 from key industry fi gures !""$$ % ■ Industry statistics ■ Development pipeline – details of forthcoming projects across the sector YOUR CLUB. YOUR MEMBERS. ■ Competitive edge – charity events to motivate OUR FULL SUPPORT. your staff and members for the year ahead ■ Diary dates – a guide to all industry events, shows and networking opportunities +1-916-388-2838 pilates.com | [email protected] GET YOUR COPY NOW! POWERED BY fi tness-kit.net call: +44 (0)1462 431385 The search engine for fi tnessbuyers email: [email protected] The Health Club Management Handbook is available to purchase at £25 per copy and all content will be Brought to you by available online at www.healthclubhandbook.com Health Club management magazine june 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 55 core & balance training Getting the balance right Experts in the fi eld of core and balance training share their views on why it’s an essential part of any workout. Donna Gregory reports ore and balance training is increasingly seen as an C integral part of any workout. In fact, according to our industry panel, it’s not just mere mortals getting wise to the benefits of core and balance training – top athletes and Premier League footballers are also jumping on the balance bandwagon. We talk to the experts to understand why core and balance training is not simply for rehabilitation and recovery. BALANCEMASTER – from rehab to racing “Core and balance training underpins all New kit: The freeFORM board the work that we do with our clients,” challenging and demanding full-body will be a popular choice for clubs, says Carl Ward, owner of workout for even the most able athlete predicts Physical Company Gloucestershire-based independent or sportsperson.” Courtyard Health and Fitness. Ward is so convinced of the benefi ts Members, who range from 14 to 92 that Courtyard Health and Fitness is When kitting out a club with core years old, are all encouraged to use establishing a protocol and programme and balance training equipment, Physical BalanceMaster to improve strength, of exercise, on behalf of BalanceMaster, Company recommends installing BOSU, co-ordination and postural awareness; that will prove the machine’s value Swiss Balls, TRX and freeFORM. BOSU BalanceMaster provides rhythmic in enhancing the functional fi tness and Swiss Balls are currently the top- movement patterns to improve joint of elite athletes. “Today’s economic sellers thanks to their affordability and mobility and dynamic muscle stability for climate has emphasised the need for accessibility for exercisers of all abilities, the lower limbs and pelvic regions. those promoting physical activity to but Halls predicts that the freeFORM Ward stresses that core and work together to fi nd evidence-based, board – a circular, multi-directional balance training can benefi t cost-effective approaches to delivering rolling platform – will become a popular every gym user: “BalanceMaster ‘wellness’ to people of all ages and stages choice for clubs “because it has no offers a good starting point of health and fi tness, and working end of range of motion which, when for our older, deconditioned with BalanceMaster helps us combined with its unlimited freedom of members as it overcomes achieve this,” he explains. movement, creates a limitless number of many of the perceived exercise progressions,” he explains. barriers to exercise, PHYSICAL COMPANY – According to Halls, a club’s core and helping the user to training the trainers balance offering shouldn’t just end with gain confi dence and achieve “Thanks to some new, the purchase of new equipment: “Clubs greater success with their innovative and exciting should look at purchasing training exercise programme. However, pieces of equipment, core courses at point of sale. It’s vital from it also provides an extremely and balance training is a health and safety point of view, but much more enjoyable, it also teaches a whole range of new exercises and exercise sequences for BalanceMaster is ideal and effective, than it users with varied needs. These courses for all members – from used to be,” says Physical are the best way to get instructors deconditioned to elite – so Company sales and excited about the kit and ensure is a cost-effective solution marketing director John Halls. optimum uptake from members.” 56 Read Health Club Management online at healthclubmanagement.co.uk/digital june 2011 © cybertrek 2011 BRIEFING The structure, role and quadratus lumborum. In addition, there core muscles in allowing the body to importance of the core muscles are deeper muscles located within the optimally perform basic movements The core is a relatively recent term that torso that work in conjunction with the and maintain good posture, exercises has been coined in sport and exercise superfi cial muscles to stabilise the body focusing on strengthening the core are settings referring to the muscles located and maintain correct posture. When often overlooked and overshadowed within the torso. More specifi cally, performing fundamental movements in training programmes. No matter the the core musculature is comprised of such as walking, running, or throwing, goals of the exerciser, training of the superfi cial muscles which are involved a strong, stable core provides a solid core musculature should form the basis in fl exion, extension, and rotation foundation for the limbs to effi ciently of any fi tness programme. of the spine. These muscles include generate and transfer forces to Rich Johnston MSc, BSc (Hons) the erector spinae, rectus abdominis, successfully perform these movements. Sports scientist, Heart of Midlothian external and internal obliques, and Despite the great importance of the FC and Livingston FC The Core-Tex platform (left) can move in all three planes of motion; and the T-Bow (above) CORE-TEX – from the US to Man U The Core-Tex is currently being treatment plans, through personal “Balance is one of those physical traits used by both Manchester United and training, pilates and Nordic Walking. that is subject to the ‘if you don’t use it, Sunderland football clubs in their “Core and balance training has you lose it’ principle. It’s also something strength and conditioning programmes. been a hot topic for many years, but that can be dramatically improved upon Sunderland’s physiotherapist is also now through more intelligent use of when progressively challenged,” says using the Core-Tex as part of the club’s equipment and the support of well- Anthony Carey, inventor of the Core- rehabilitation programme. qualifi ed professionals, programmes can Tex – a reactive training device for Carey’s top tip for clubs wanting to be delivered to customers in such a way balance, stability and mobility, where the offer balance training is, similar to Halls’ that the results speak for themselves,” platform is held within a base containing advice, to ensure that instructor training says Gill Cummings-Bell, director of ball transfers, allowing it to move in all is in place so staff can realise the full Drummond Education. three planes of motion. potential of a piece of equipment, making She cites T-BOW – a curved board He continues: “Balance equates to members’ training more enjoyable by that can be used with or without stretch control; lack of balance equals lack avoiding too many static postures and bands to work on cardiovascular fi tness, of control. And like a car unable to poses. “People want to be engaged and core strength and balance – as an stop properly or control its steering for things to be fun. Standing on one leg example of “a perfect piece of multi-use accurately, a body with poor balance is gets pretty boring after a while,” he says. equipment that brings many benefi ts for an accident waiting to happen.” clients”. As well as Instyle’s T-BOW, the What makes the Core-Tex unique, DRUMMOND – rehab & education Drummond organisations use a range of according to Carey, is its sliding Drummond Clinic – a practice specialising balance kit including BOSU, freeFORM platform: “While other equipment just in personal training and physiotherapy – board, cable equipment, stability balls, tilts and/or rotates around one axis, and its sister company the Drummond ViPR, TRX and Gravity/Total Gym. Core-Tex’s platform slides as it tilts and Education Development Centre use core According to Cummings-Bell, core and rotates. This allows for an almost infi nite and balance training with members of the balance training can improve everybody’s number of combination movements that public, rehabilitation clients and elite performance, whether to help them set a can functionally challenge the body for athletes. This is delivered in a number of new personal best in a triathlon, recover strength, stability, mobility and balance.” ways, including as part of physiotherapy from an existing injury, or prevent one. june 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 57 core & balance training New core and balance trainers on the market ORBIT Recently launched by Balanced Body, Orbit provides a ‘total body workout’, improving strength, flexibility and balance. An ergonomically designed core training device, the Orbit is a padded board with four casters underneath, which allows the device to glide in any direction. The Orbit exercises – which can be done sitting, lying, kneeling or standing – include both circular and linear movements and range from beginner to complex. The core workout is enhanced, according to Balanced Body, because the user’s abdominal muscles are always engaged. STEP 360 The Step360 Pro was officially launched at IHRSA in March. Developed by US company SPRI, the product comprises a Core workout: Orbit, recently platform resting on dual inflatable air launched by Balanced Body, keeps chambers. Said to deliver ‘a balance the abs engaged throughout challenge that stimulates the muscles and nervous system’, it aims to combine the benefits of the Step, Core Board and “Balance is the necessary foundation BOSU Balance Trainer for cardio, for enhancing the overall performance strength, flexibility and balance. of sport, exercise and rehabilitative activities,” says Adam Zwyer, director of marketing and operations for SPRI. The idea for the Step360 Pro came from personal trainer John Cole, who made the fi rst prototype from motorcycle tubes and a piece of wood cut into a circle. “I love anything to do with balance and needed to fi nd a balance training tool that would work for rehabilitation and beginners as well as ‘super-human’ athletes,” he explains. The Step360 Pro will be available in the UK from September. Instability: Imoove’s motorised elliptical platform stimulates IMOOVE deeper muscle recruitment “Imoove is the first piece of equipment that can work the entire body, stimulating more than 90 per cent of the muscular “Balance and proprioception are the mass at once,” says Davy Luneau, basis for all movements. We need development and projects follow-up for good balance, movement and postural French company Allcare Innovations. control in our daily lives. Imoove uses Designed by a team of osteopaths, the instability system of training, which physiotherapists and fi tness experts, means that muscle recruitment is deeper Imoove features a motorised elliptical and proprioception is activated.” training platform that puts the whole Following interest at FIBO, Luneau body into a three-dimensional, spiral, expects Imoove to launch in the UK soon. Step360 is essentially an unstable non-linear movement. step, using an infl atable base The main aim, says Luneau, is to donna gregory promote training in a functional context: [email protected] 58 Read Health Club Management online at healthclubmanagement.co.uk/digital june 2011 © cybertrek 2011 Pilates is the world’s fastest growing fi tness trend. By combining STOTT PILATES® world-renowned education and innovative equipment, we can help you increase your revenue stream in personal training and group exercise. Start a successful Pilates program today by partnering with the most trusted name in Pilates. Customised solutions. Unparalleled training. ™/® Trademark or registered trademark of Merrithew Corporation, used under license. All rights reserved. 3509 BOOK ON-SITE TRAINING BY JULY 31, 2011 & SAVE 10% OFF THE HOSTING FEE! *ÀÊV`i\Ê 1££ Contact us to see how we can customise a solution for you. änää°ÎÓn°xÈÇÈÊÊÝÊÓäÎÊÊUÊÊÃÌÌÌ«>ÌiðV°Õ MERRITHEW HEALTH & FITNESS E REDEFIN MITS YOUR LI From the gym to the slopes and back again! Introducing the perfect strength and conditioning tool. Do you ask your members on induction if Do you ask your members on induction they require a s/c programme for skiing? if they have had any lower limb injuries? If yes, BalanceMaster will offer an ideal If yes, BalanceMaster will offer an ideal strength and conditioning tool to warm up conditioning tool before prepare for the stresses of the slopes. continuing with a standard programme. FiFind d otoutt moreane anddre registiter f or a FREE newsletlttter bby v isits inging:g www.babalana cemce astas erer.e coco.uk/u/hcmc june 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 59 industry research A COMMODITY MARKET? ‘fi rst two months free’, are driven by the Leisure-net Solutions conducted price and promotion fact that increasingly savvy consumers comparisons throughout 2010 – the year that the industry now want – indeed, expect – a cheaper rate, and they want it now. fi nally started to feel the full effect of recession. Managing RIP JOINING FEES? director Mike Hill reports on some of the key fi ndings Another revenue stream consistently being sacrificed is joining fees, which a number of operators are aggressively InIn a bidbid to monitor “In these tough economic times, discounting almost continuously. It’s promotions, campaigns anandd enteringenter into a price war will ultimately probably fair to say that, however membership costs at health damage the overall product offer, they’re packaged, upfront payments are I clubs and leisure ccentres across as operators will be forced to cut largely there to be traded off as an the cocountry, Leisure-net membership benefi ts and service incentive to join now, and the PPC Solutions launched its monthly price and quality to keep prices down,” says Jeff reports seem to suggest that the promotions comparison report (PPC) in Hart, managing director of Freedom industry is short of alternative ideas of Q1 2010. The service set out to Leisure. “The solution is to educate how to attract price-savvy consumers scrutinise private, local authority and the marketplace to increase customer yet still maintain its margins. leisure trust sites, analysing the sector’s understanding of the differences This lack of promotional creativity was, key sales drivers to provide a price index between clubs, and that it’s not all in the PPC sample, broken only by Fitness and clear market intelligence for the about the cheapest price.” First. Having personal trainers give free industry going forward. The PPC report also indicates that ‘12 sessions to members is not a new idea, months for the price of 10’ promotions but Fitness First offered complimentary REDUCING DUES (or similar offers) are becoming PT as an incentive to join at some sites There are telltale signs that some increasingly popular, thus reducing to differentiate from the swathe of ‘no operators (mainly at the value end of the year’s membership income by 15 joining fee’ offers and create a little added the market) are overtly discounting per cent or so. Traditionally, the extra value at the point of sale. dues, traditionally the holy grail of months have been tagged on to the end “Operators can’t let fear stop them revenue streams, to secure sales. Now of the fi rst year, delaying the fi nancial from maintaining upfront fees and even the first cracks have begun to appear, it impact and encouraging the member raising prices,” says Lesley Aitken, FitPro may not be long before operators to stay longer – hopefully resulting in a international sales trainer. “Now’s the declare ‘open season’ on monthly dues second year of membership. One has to time to test new price options. Try two and create a full price war. wonder if offers we’ve seen recently, like different price offerings on your website, or create a minimum of two premium packages with extras which cost more than current memberships – perhaps including add-ons such as an extra PT session or a massage. By bundling up, you make more money and it sweetens the deal for the customer by saving them money in the long run.” CLEAR PRICE DELINEATION In a competitive, commoditised marketplace, one might expect a blurring For the purposes of the survey, the private sector is segmented as: Premium clubs: £80 or more a month Mid-range clubs: £50–70 a month Value clubs: £30–50 a month Budget clubs: Under £20 a month The public sector is segmented by Competition:ion: Budget clubs such as Pure Gym are tempting otherh local authority, public sector (contract clubs to slash prices to compete managed) and leisure trusts. 60 Read Health Club Management online at healthclubmanagement.co.uk/digital june 2011 © cybertrek 2011 Add value: Fitness First included free personal training, rather than dropping the joining fee of pricing boundariesndaries between market segments in an attempttempt to capture ‘aspirational customers’ers’ from the segment below or disenchantednchanted members from the segmentent above. But the 2010 PPC reports showeded a clear price delineation between privateate sector operators, with a huge jump betweenween each of the gym types from budget and value to mid-price and premium clubs. While it’s natural to expect a distinct separation at the extremities of the pricing spectrum – from premium to years and could lead to a levelling down of marketplace, but in an economy that budget – it was surprising to see there’s prices across the entire industry (see p31). shows no signs of recovering, these sites also a discernible gap in the middle of the However, says Hart: “While budget are likely to be the fi rst port of call for market. Mid-range clubs including Virgin clubs clearly present a competitive cash-strapped consumers looking for a Active and LA Fitness charge an average threat to our market, we should not gym – until, that is, a budget club arrives fee of £55 a month, whereas ‘value mid- underestimate the value of full-service in the area, after which all bets are off. range’ clubs including Total Fitness and clubs. The need to increase activity Clubs looking to compete with those Fitness First charge around £38 a month. levels in the UK is not going away, and in the budget arena should look at their The exception to this rule is Nuffi eld being able to offer a broad range of language, advises Aitken. “Avoid using Health & Wellbeing Centres, which are activity options is key to maintaining words such as ‘affordable’ or ‘lowest charging £60–£65 a month – around £10 motivation and so adherence. Budget price around’ – they give customers the more than other mid-market operators. clubs currently don’t offer this and impression they’re forfeiting something Presumably this refl ects the broader full-service clubs need to use this and it’ll focus their mind on price proposition that Nuffi eld brings to the differentiation to maintain their place in as opposed to what you can do for business. Given the increasing number the competitive hierarchy.” them,” she says. “Your language should of Boomers for whom maintaining demonstrate value, clearly state what good health is a now a key reason for A NEW PRICE POINT customers will get for their money and exercising, this ‘health’ part of the health The PPC reports indicated that £40 a include results-orientated words.” and fi tness industry looks set to grow. month will become a key price as Price not quality is, it seems, the arena mid-range clubs look to compete on value in which most operators will compete ALL ABOUT THE BUDGET against the burgeoning budget club during the next couple of years at least. The average budget club fee is just £15 market. Many mid-range clubs are on or “But ultimately,” says Hart, “customer –£20 a month, or even £10 a month with just below that mark at the moment: satisfaction will be determined by the an annual contract. This is significantly along with publicly run ‘value’ facilities like achievement of members’ personal (50–60 per cent) below the average trusts and contract-managed centres, we goals. And all clubs should focus on that monthly fee in the middle of the market. If currently have Fitness First, DW Sports objective so members see the value the promised roll-outs materialise – and and Total Fitness in this bracket. they’re getting, rather than just the cost.” there’s no reason to think they won’t Whether this is sustainable remains – low-cost clubs will become an to be seen. It’s easy to assume that this mike hill irresistible force over the next couple of is the most vulnerable segment of the [email protected] june 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 61 training and qualifi cations THE AGE OF the apprentice With unemployment rates running high and the price of a degree rising to as much as £9,000, the spotlight is on alternative training programmes to deliver fresh talent to employers. Following George Osborne’s recent pledge to create 40,000 extra apprenticeship programmes, Nicki Petitt asks the fitness industry what apprenticeships can bring to the sector, and how programmes have evolved to meet the changing needs of employers efore the introduction evolving role of apprenticeships, the In working closely with employers, “ industry lacked training training providers play a key role in programmes that equipped delivering courses that effectively cater individualsB with transferable skills and for the needs of the industry as a whole. industry-wide qualifications,” says What many providers are finding is that Stephen Studd, chief executive of the the role of the apprentice within health SkillsActive Group. “Today, employers clubs is expanding; government-funded and training providers are able to work course options must therefore cover a closely together in the development and range of additional skills, as well as delivery of apprenticeship programmes, traditional technical qualifications. communicating the key needs of the Nigel Wallace, director of training at industry and translating these needs Lifetime, says: “It’s a well-known fact into course syllabuses.” that the leisure industry is a fast-paced Studd continues: “It’s encouraging that and ever-changing market. To be able to the coalition government is continuing successfully operate and compete in this to back apprenticeships; the sector environment, employers need to recruit benefited greatly from the recently and retain a multi-skilled workforce. scrapped Future Jobs Fund and will Apprenticeship programmes offer have delivered 4,700 individuals into operators just that: with a unique blend the sport and active leisure of vocational training to complement the industry by September more technical qualifications, individuals this year – a significant come work-ready and equipped to achievement in a year operate in customer-facing roles.” when the nation Craig Jones, operations director is facing such high at Fit For Sport, says: “Fit For Sport unemployment rates.” offers both accredited training and employment opportunities to apprentices, so we can address the requirements of apprenticeship programmes both from the training Backing: The Future provider and employer perspectives. Jobs Fund delivered “The health and fitness industry is an thousands of people attractive industry for young people, and into the industry, they can learn valuable, role-relevant and the government skills through an apprenticeship. Rather continues to back than spending hours in the classroom, apprenticeships they can benefit from learning real-life “Gaining the right qualifi cations in sport or active leisure offers a young person the chance to turn a hobby or passion into a career, while fi lling a skills gap” june 2011 © cybertrek 2011 “The employer benefi ts from enthusiastic, fresh talent that can literally be moulded to the needs of the individual company” From this year, training providers have had to secure an Sisemployment ad euguerit placement alis el inim prior dolorpe riureetto an apprentice’s laorem zzrit enrolment lamet alit Wisim ip ea corem diam, velit skills on the job. Operators are also look for career options, they are not we work with rate the training our able to tailor their training programmes only looking for a job but a career with apprentices receive as good/excellent.” specifically to meet the needs of the prospects – if an individual can see that a An operator that works closely business and of their customers.” company can offer career development, with Lifetime to upskill and develop its Florence Orban, chief executive then that company is immediately more new and existing staff is DC Leisure. of the National Skills Academy, adds: appealing. Meanwhile, the employer Richard Millard, sports development “Gaining the right qualifications in sport is able to grow the apprentice to and operations support director at or active leisure offers a young person adequately fill more senior roles with DC Leisure, says: “A set of employees the chance to turn a hobby or sporting home-grown talent.” who are fully trained with role-relevant passion into a career, while filling sector qualifications is the most valuable asset skills gaps at the same time.” a new direction that can differentiate a club and impact It seems many providers have noticed With a recognised demand for upon its customers’ experiences.” a shift in attitude among employers apprentices from employers, this year However, some training providers toward vocational training programmes. has seen apprenticeship programmes feel that the industry could do more Elaine Barrett, chief executive at Ethical move from programme-led (PLA) to to support apprentices. Denise Page, Skills & Training, comments: “Attitudes employer-led (ELA). This means that a director at YMCAfit, says: “Once an towards vocational training have training provider must now secure an apprentice completes their training, changed radically over the past few employment placement for the they may find themselves thrown in years, with industries like the health and individual prior to enrolment. at the deep end – in most cases with fitness sector discovering the value that Wallace comments: “Employer-led little or no supervision at work. Given apprentices bring to their bottom line. apprenticeships have the ability to that they have someone’s life in their The reality is that the young apprentices unlock the potential of the learner; the hands, this is not ideal. we work with have proved to be apprentice can often benefit from a “YMCAfit is already working with committed and enthusiastic employees.” provider’s wealth of employer contacts employers to find new ways to Jones confirms: “The main advantage to help them to secure a job. The rectify this – for example, improving to an employer of having a structured operator also benefits from enthusiastic, workplace assessment and on-the- workforce development strategy, such fresh talent that can literally be job training. We think this will be of as the apprenticeship route, is staff moulded to the needs of the individual massive benefit to the apprentices retention. When young people begin to company – 93 per cent of employers and, ultimately, the industry.” june 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 63 training and qualifi cations On the job: Apprentices learn to interact with clients and join the industry confident and work-ready staff opinions “Once recruited, we as an industry must ensure But what do the apprentices make of their training? Leighanne Clifford, who apprentices are provided with a clear path to aid their completed Lifetime’s Multi Skilled Fitness Instructor Apprenticeship and is now career progression and nurture their valuable talent” working as a fitness coach, comments: “Apprenticeships are a great way of getting the right balance between parents. Most importantly, the children essential that we are continually learning the theory and putting it into responded to him. We look forward to offering young people the best possible practice on the gym floor. Not only did I Michael obtaining his full framework and opportunities to help them into the learn how to interact with a range of becoming a key member of the Fit For industry. With youth unemployment people, but it also helped me prepare for Sport team for years to come.” at a record high, now is the time for the working world. However I feel that, employers within the leisure industry to in the fitness industry, there is always future of the apprenticeship communicate the needs of their business more to learn – it never stops moving.” With all sides in agreement that so that we can meet them. Providing Twenty-one-year-old Michael Phelan is apprenticeship programmes are an feedback on the apprentices they recruit a perfect example of how apprenticeships asset to the industry, it poses the is vital so we can continue to deliver can benefit both young people and question: what can employers and well-placed, work-ready and dynamic employers. Three years ago, Phelan training providers do to ensure talent into our sector.” was living on the streets and jobless. programmes remain relevant and Studd concludes: “Once apprentices Today, he has transformed his life and is beneficial to the industry? are recruited, we as an industry must completing a Level 2 Activity Leadership Michelle Shillabeer, apprenticeships ensure they are provided with a clear Apprenticeship with Fit for Sport. manager at the Institute of Swimming, path to aid their career progression and Phelan leads children’s activity camps comments: “Apprenticeships are nurture the valuable talent delivered and says: “Working with children in an without doubt growing in the leisure from apprenticeship programmes. active environment gives me a sense industry, and will continue to do so. “Last month’s launch of the SPELG of achievement I had never before Young people are increasingly using them report aims to address this need. One experienced. Because the programme as a great start to their career, often of its objectives is to create a single is work-based, I’m able to earn while because they have a personal interest in qualification structure led by employers; I learn; I really feel that I can make sport. This looks set to increase further, I’m delighted that we now have this in something of myself now.” particularly with the London Olympics.” place for leisure operations, and we’re Jones adds: “Throughout Michael’s If we are to cater for an influx of working hard to roll this out across other training and placement, he began to interest in the sector, employers and key occupations within the industry.” understand the need for professionalism training providers must continue to and trust within our organisation, building work together, as Wallace comments: nicki petitt positive relationships with schools and “As a training provider, we feel it’s [email protected] 64 Read Health Club Management online at healthclubmanagement.co.uk/digital june 2011 © cybertrek 2011 LANCASTER FORMER TOTAL FITNESS HEALTH CLUB For further information, please contact: Martin Davis, Manchester Office + Purpose-built exercise, hydrotherapy and rehabilitation centre T: 0161 833 3311 + Approximately 0.5 miles from junction 34 of the M6 E: [email protected] + Floor area of approximately 63,500 sq ft over ground and first floor Jon Patrick, Leeds Office T: 0113 389 2700 + Site area of approximately 5.61 acres E: [email protected] + Existing D1 planning use. Potential for alternative use subject to necessary consents OIEO £2,500,000 Freehold Ref 56/LP90004/J1011 www.christie.com jobs & news updated daily online Fortnightly leisure recruitment, opportunities training, property and news publication which gets you the right job or the perfect candidate for your vacancy Studio Pilates, Yoga & Fitness Equipment subscribe online: Fitness-Mad.com[[[*MXRIWW1EHGSQ[[[4MPEXIW1EHGSQ[[[=SKE1EHGSQ • Pilates-Mad.com • Yoga-Mad.com leisure www.leisuresubs.com STAND'%00 H92 01386 859551 www.leisureopportunities.com june 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 65 Energy drinks and waters fi tness-kit.net the search engine for leisure buyers Wherever you are in the world, fi nd the right products and services 24 / 7 brand new red bull shot by logging on to Health Club Management’s free search Red Bull has launched a new drink, the Red Bull Energy Shot. Containing the engine www.fi tness-kit.net same amount of energy as a 250ml can, the shots come in a convenient, 60ml size and are available sugar-free. new fl avour for lucozade They’re ideal for gym-goers as they are non-carbonated and have less liquid; Lucozade Sport Lite has introduced people can get their energy fix without a new orange flavour to its range. having to hit the treadmill with too The low-calorie sports drink, which much fizz or liquid in their stomachs. first hit the market in March 2010, also comes in lemon and lime and fi tness-kit.net KEYWORDS summer berries flavours. It was red bull designed to appeal to social sports participants who avoid sports drinks because of calorie content. Lucozade Sport Lite Orange, which is being launched to drive sales growth, contains 50 calories in each 500ml bottle. Lucozade is fi tness-kit.net KEYWORD owned by GlaxoSmithKline. lucozade muscle and endurance from multipower viper active now Multipower has introduced two new available in sachets drinks, Re-Charge and ISO Drink, as part of the recently launched The isotonic sports drink Viper Active is Endurance range. now available in single-serving sachets, Re-Charge, which comes in in raspberry and orange flavours. Its a seven-litre tub, is specifically maker, Maxifuel, says the drink is designed for muscle regeneration great for before, during and after after exercise. It contains intense exercise: it contains Maxcarb™ carbohydrates for rapid glycogen maltodextrin and dextrose for rapid and replacement, PeptoPro for fast sustained energy release; electrolytes muscle recovery and has an optimal to help replace salts lost during exercise; BCAA ratio to aid energy production. and amino acids which it says can help ISO Drink, designed for use during sustain a healthy immune system during exercise, comes in a 735g tub. It periods of intense training. contains sodium to ensure effective uptake of energy and L-Carnitine fi tness-kit.net KEYWORD fi tness-kit.net KEYWORD to improve circulation and nutrient maxifuel multipower transportation to muscle cells. 66 Read Health Club Management online at healthclubmanagement.co.uk/digital june 2011 © cybertrek 2011 * . LUCOZADE SPORT IS GIVING AWAY A FREE SPORT SESSION WITH EVERY BOTTLE AND MULTIPACK OF LUCOZADE SPORT FOR 91 DAYS . SUPPORTED WITH A £4 MILLION TV, OUTDOOR AND PR CAMPAIGN . AVAILABLE ON ALL LUCOZADE SPORT RTD FLAVOURS *Nielsen Total Coverage, data to 22.01.11. Please see special packs for details. LUCOZADE, LUCOZADE SPORT and the Winner device are registered trade marks of the GlaxoSmithKline group of companies. log on to www.fi tness-kit.net and type Energy drinks and waters the company name under ‘keyword search’ powerade new launches qnt adds ‘fat burner’ to its energy drink and water Powerade has launched QNT has launched two new drinks – two new sports drinks in an energy drink and a water – that the UK market. are both zero-calorie and fat-burning. Powerade Zero, The Thermo Booster drink already successful contains caffeine and guarana to in the US, comes in increase energy and performance, two flavours: berry & plus the ‘fat burner’ L-Carnatine, tropical and red fruits. which metabolises fats during Powerade ION4 exercise. However, the drink contains four contains no carbs, fat or sugar. The electrolytes (sodium, artificial sweetener aspartame has potassium, magnesium, also been removed. It comes in two and calcium) and flavours, fruit punch and cool blue. carbohydrates to rapidly QNT Active Water is a hydration- replenish the body. It focused ready-to-drink, also with is available in berry & L-Carnatine. Todd Wilson of QNT tropical, cherry, and says: “We created this to give orange flavours. people a zero-calorie, ready-to- drink product that helps replace fi tness-kit.net KEYWORD fluids lost during exercise while also powerade increasing their fat burn.” L-Carnatine is an amino acid used by the body to transport fatty cells to the cell membranes, where they fi tness-kit.net KEYWORD are burnt and used for energy. qnt sobe it: re-launch of fl avoured vitamin waters Britvic and PepsiCo UK have re- launched their functional water brand, V Water, under the SoBe soft drinks brand. The new SoBe V Water range has six flavours, each with a a shot of different combination of vitamins. Served in 500ml bottles, they have stamina, thanks a new label designed to stand out to beetroot on-shelf. With an RRP of £1.39, the range – which includes two brand A new beetroot drink could improve new flavours, Forti-Fight and Vrroom stamina during exercise by up to 15 – is designed to appeal to 20- to per cent, according to researchers at 25-year-olds. Flavours include: Exeter University. Shield (lemon & lime) with vitamin C, The BEET IT stamina shot, by James zinc & echinacea; Detox (elderflower White Drinks – now supplied to many & pear) with B vitamins; Vrroom international sports teams and on trial (tropical citrus) with vitamins C, D with the Australian Institute of Sport – and E, calcium, zinc and selenium; boosts nitric oxide levels in the blood, Kick (ginger & mango) with ginseng, offering an additional source of oxygen vitamins C and B3, 5, 6 and 12; for those undertaking exercise. Glow (pomegranate & blueberry) with zinc, selenium and vitamins E fi tness-kit.net KEYWORDS fi tness-kit.net KEYWORD and C; and Forti-fight (blackcurrant beet it britvic & goji berry) with zinc and vitamin C. 68 Read Health Club Management online at healthclubmanagement.co.uk/digital june 2011 © cybertrek 2011 " c\`jli\d\[`X JKL;@F @e[ljkip$c\X[`e^ dXib\k`e^Xe[ [\j`^ej\im`Z\j N`k_dfi\k_Xe*'p\XijË \og\i`\eZ\#c\`jli\d\[`Xjkl[`f n`ccnfibn`k_pflkfZi\Xk\ Y\jgfb\gi`ekXe[n\Yjfclk`fej kfgfn\ipflidXib\k`e^ ◗ N\Y[\j`^e ◗ june 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 69 suspension training HANG TOUGH Ever since the Olympic rings, the benefits of suspended training have been known. A number of products have tried to develop the concept, but how do they compare? Jo Talbot investigates... Product: Milo Kit Manufacturer: SAQ International Distributor: Jordan Fitness Launched: 2006 Main point of difference: The first twin-strap system; it also has interchangeable handle attachments. What is it? Milo Kit was the first to introduce the two-strap system. The company’s aim was to create a device that was more stable than single-strap systems and that would be easier to use for beginners and special populations. It also wanted to enable single-strap work without TRX, which launched in 2005, having to hold both handles, and to has the trademark on the reduce the risk of sawing (the strap term Suspension Training rubbing on the anchor loop). SBW (Suspended Body Weight) is a trademark registered to SAQ. The stats: Its straps, 35mm nylon webbing tested to 468kg, and screw-in, lockable carabiners achieved the British Safety Standard. The straps are adjustable from 1.1m to 1.5m, or further with a separate Product: TRX® Suspension outdoor fitting. The kit, which weighs TrainingTM Pro Pack 1.4kg, has integrated foot cradles and Supplier: Escape Fitness enables over 300 exercises, plus it can be used with other equipment such as Launched: 2005 kettlebells/dumbbells. REPs-accredited training courses are available. Main point of difference: The The stats: TRX straps are made from Cost: £118 including door anchors, original Suspension TrainingTM 40mm industrial-grade nylon webbing posters, session guide and a DVD. bodyweight exercise system. TRX also with a rated tensile strength to 560kg. Website: www.jordanfitness.co.uk offers education and programming. Adjustable from 0.7m to 1.6m in length, What is it? A patented single anchor the system is said to enable over 700 The Jordan Suspension Frame, resistance training system, created after exercises. It weighs less than 1kg, sets up pictured below, is also available years of extensive field-based research in under a minute and stores in a small and development by a US Navy SEAL bag. The company also offers extensive who was looking for a portable way for education – it has over 40,000 graduates troops to maintain fitness in the field. in more than 40 countries – and TRX consists of nylon webbed straps, programming, with 17 DVDs and online handles and anchors with an integrated videos including TRX TV, a weekly video patent-pending combination grip that that provides fresh training tips, moves provides foot cradles. It can be attached and insights. TRX also sells door anchors, to any secure weight-bearing base, or ceiling solutions, the XMountTM, and TRX one of the many door/ceiling anchors/ frames for group classes. frames that TRX manufactures. TRX Cost: £152 (excl. VAT) including a DVD has the trademark on the term and 35-page workout guide. Suspension Training®. Website: www.trxtraining.com 70 Read Health Club Management online at healthclubmanagement.co.uk/digital june 2011 © cybertrek 2011 Product: AST (Advanced Strap Trainer) Manufacturer: Wolverson Fitness Supplier: Wolverson Fitness Launched: 2010 Main point of difference: Patented War Machine handle that stores the foot-strap in a uses climbing cut-out section. UK manufacturer. ropes and What is it? A two-strap system that a lockable was designed from scratch by its pulley system manufacturer Wolverson Fitness for Optimal Life Fitness (OLF), whose owner Tommy Matthews wanted a Product: War Machine Rotational new strap to use for the suspended training course he had developed, now Bodyweight Trainer called Advanced Strap Training. The Manufacturer: CrossCore Inc product was inspired by the gymnastic Supplier: Balance Performance rings that Wolverson makes for the Launched: 2010 CrossFit market. The stats: Two 25mm nylon polyester straps (tested to 760kg each), each with Main point of difference: It uses integrated door anchor and fully- climbing rope instead of straps and adjustable foot-strap that’s stored in the works on a lockable pulley. tube of the handle. The kit, made to What is it? Billed as the only British Safety standards, weighs 700g bodyweight trainer that allows for full and can be set up in a minute by tying rotational movement, the War Machine off on a bar, fastening in a door, or features a patent pending pulley. When looping over something such as handles the pulley is locked, it makes for more on a chin-up attachment. The door stable workouts (like other straps); anchor can be replaced with a carabiner when you remove the pin it offers a or bespoked to a club’s needs, with just more advanced, unstable workout, one to two weeks’ turnaround as the designed – CrossCore says – to mimic company is UK-based. A full REPs- The AST’s the natural mobility of the body and accredited training course with CPD foot-straps sports movements. It can also be used points is available from OLF. are stored with other resistance equipment, such Cost: £69.99 with instructional DVD. inside the as kettlebells and resistance bands. The Website: www.wolverson-fitness.com, handles product will soon be re-named www.optimallifefitness.com CrossCore 180 for the club market. The stats: A single 6mm climbing rope with a nylon anchor strap tested to 453kg. It weighs 2kg and sets up in Product: Rip:60 The stats: Made from aircraft-quality under a minute. The rope, tested to aluminium and heavy-duty nylon with 1,000kg, is 2.5m long and can be Manufacturer: Freemotion Fitness large, padded hand/ankle straps. It is adjusted to any length quickly as only Supplier: Fitness Systems suitable for up to 300kg user weight. one side needs adjusting. It features Launched: 2011 Cost: £99 including a training manual, expandable foot and arm cradles; eight DVDs (one a week) with an handle lockouts at the top that allow eight-week exercise plan, exercise library the user to perform pull-ups and knee Main point of difference: Rotation, wall chart, new programming issued raises; detachable, self-levelling handles plus a value price point. Rip:60 allows quarterly and live training soon to launch. that can be interchanged with other rotation via a pin that can be removed Website: www.rip60.com handles such as gymnastics rings; ropes to allow the strap to move freely. and D-handles that don’t have to be re- What is it? So-called Rip:60 because Single strap Rip:60 features large adjusted during a workout; an it promises results in 60 days. It was handles/foot-straps and rotation integrated door anchor; an adjustable originally designed as a home-use anchor strap that allows it to be hung product, but a commercial line is being from multiple heights; plus an optional launched this month. It’s a single-strap ceiling/wall anchor kit. It is made in the system, but with the addition of the US and comes with a two-year rotational carriage called the Rip:60 warranty. Training and programming Connection (patent pending). The will be available worldwide soon. strap slides back and forth on a curved Cost: £180 including a training DVD, aluminium buckle toward the anchor training manual and door anchor. point. The pin secures the strap on Website: www.crosscore180.co.uk the harness and, when removed, allows the strap to slide on the buckle. june 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 71 suspension training Product: aeroSling ELITE adjustability. Both grip handles can be continuously adjusted along the main Manufacturer: Aerobis rope. It can be changed to a single- Supplier: Dynamic Activity handle mode by connecting the two grip The different exercise capabilities Launched: 2010 (US) / 2011 (UK) carabiners with one click and a waist of the aeroSling ELITE (above) and belt is available to enable sit-ups. the pulley system in action (below) The stats: The pulley is made with Main point of difference: A pulley material used for climbers and special system, inspired by the sling tables task forces and is tested to withstand up used in physiotherapy. to 120kg of resistance. The kit, which What is it? Invented by German weighs under 2lb, is an economical casual weightlifter Elmar Schumacher, choice as all the components are who wanted to find a bodyweight replaceable, so if one part fails clubs do training system that offered a more not have to replace the whole device. flexible way to position the body – Accessories include a door sling, an and weight – in order to get a more extended grip handle for curls and dips effective workout. He took his using two hands, and padded handles inspiration from sling tables used in available in two sizes. physiotherapy, with the pulley system Cost: £150 including an instructional used to replicate the core training DVD, a manual, a poster and a travel bag. achieved using exercise balls. The Website: www.aerosling.com/en, pulley means fast, continuous www.dynamicactivity.com Product: Jungle Gym XT Jungle Gym XT has two Supplier: EXF / European separate straps with patented foot cradle distributor: Jordan Fitness Launched: 2010 Main point of difference: Features a ‘split design’, which allows users to change the width of the system. Patented Easy-In Foot CradleTM What is it? Double-strap system with integrated door anchors that also attach to any beam, bar or carabiner. It can be transformed into a single unit by attaching the two straps, so it can be thrown over freestanding equipment. Also available is The Cube, a frame to which the straps can be attached as part of a functional inline adjustment buckles, integrated anchor points. REPs-endorsed courses training station. Because they are cinch loop and non-scuff door are available through Jordan Fitness completely separate, users can change attachments with Duro-Link™, Cost: £119.95 with a poster and DVD. the width of the straps, for example ergonomic handles that are easy to wipe Website: www.exf-fitness.com, from V-shaped to neutral – like the clean, and rubber grips rather than foam www.jordan fitness.co.uk Olympic rings – or wide apart. which the makers say last longer, are The stats: Jungle Gym has the easier to clean and faster drying. Strap jo talbot Easy-In Foot Cradle™, comfortable extenders are available to reach higher [email protected] 72 Read Health Club Management online at healthclubmanagement.co.uk/digital june 2011 © cybertrek 2011 01945 880257 [email protected] www.jordanfitness.co.uk Functional Fitness Specialists JUNGLE GYM XT 1x FREE SUSPENSION TRAINER MILOKIT WITH JORDAN NOW AVAILABLE SUSPENSION STATIONS* Suspension Training Stations t4VJUBCMFGPSVTFXJUI.JMP,JU 539 FUD 5PDMBJNZPVS'3&&.JMP,JUTJNQMZ t6OJRVF UBQFSFEMFHEFTJHOGPSBOFYUSBTFDVSF BEEJUUPZPVSTIPQQJOHDBSUBMPOH GVMMZGVODUJPOBM NVMUJQVSQPTFGSBNF XJUIBTVTQFOTJPOGSBNFBOEFOUFS t"WBJMBCMFJOTJ[FToN NBOEN6QUPVTFST QSPNPDPEF)$.. 0òFSFYQJSFT t1SJDFTTUBSUGSPNbFYDMVEJOHWBUEFMJWFSZ TU+VMZ Free Weights Studio Equipment Benches Fitness Flooring Performance Training Academy High Grade Indoor The FreeMotion Dual Incline Trainer VS Treadmill Cycle by FreeMotion Cable Cross Professional The Power of Incline is now available from -3% to 30% with the FreeMotion Incline Trainer FMEX81010 F624 Does everything a treadmill does but BETTER The workhorses of our indoor cycling line offer / iÊÀii ÌÊ Õ>Ê >LiÊ ÀÃÃÊi >ViÃÊ UÊÊ ÕÀÃÊV>ÀiÃÊvÀÊv>ÌÊÛðÊV>ÀL Þ`À>ÌiÃÊ the same high level of functionality, durability strength by allowing users to perform UÊÊ,iVÀÕÌÃÊÀiÊÕÃViÃÊÌ >ÊÌÀ>}Ê and quality that you expect from FreeMotion ® movements that mimic activities in both sports on a flat surface products however delivering exceptional value. and life. UÊÊ->iÊÀÊÀiÊV>À`ÊLiivÌÃÊÜÌ Ê Product Info Functionally trains the muscles of the entire less joint impact Easy-to-use handlebar and seat adjustments help body to work together while building stability UÊÊ"vviÀÃÊ>ÊÕµÕiÊV>À`ÊÌÀ>}ÊiÝ«iÀiViÊ you quickly determine preferred comfort setting and coordination. A must if you are starting a with incline ranges exceeding traditional treadmills UÊ ÀÀëÀiÛiÌ}ÊÃÌ>iÃÃÊ«ÃÊV>ÊLiÊ PT programme. US Trainers swear by it Burns more fat: quickly threaded tight for a secure hold on / iÊ Ê>Û>>LiÊvÀÊËÓ{°ÓÊ«iÀÊÜii°Ê the sliding tubes Other options available for limited period UÊÊ7>}Ê>ÌÊÓÊ« Ê>ÌÊÓ£¯ÊLÕÀÃÊΰ{ÊÌiÃÊ more fat than running at 6 mph with no UÊ ÀÀÃÀiÃÃÌ>ÌÊvÀ>iÊ>`Êvà ÊÜÌ Ê includes 2 x free core bars incline new step-through plate that protects finish >ÊvÀÊvÀ>ÌÊà iiÌÊ>`ÊÌiÃÌ>à from cleat damage UÊÊ7>}Ê>ÌÊÓÊ« Ê>ÌÊÓ£¯Ê burns 6 times more fat UÊÊ VÃi`ÊV >Ê}Õ>À`Êii«ÃÊÕLÀV>Ìi`Ê«>ÀÌÃÊ away from the rider, yet offers than running at 7 mph convenient access for with no incline easy lubrication The FreeMotion Incline UÊÊ/ÜÊV«ÃÌiÊÜ>ÌiÀÊ /À>iÀÊ/ ÇÓxÈ ÊÃÊ bottle cages hold bottles available from £27.13 up to one-liter in size per week. Other UÊÊ >ÃÞÌÌÕÀÊ>`ÕÃÌiÌÊ options available call knob and natural wool for information sheet felt pads provide linear incremental resistance 10 bike package available from £27.69 per week. Other options available >ÊvÀÊvÀ>ÌÊà iiÌ www.fitnesssystems.co.uk june 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 73 fl ooring When you tell your friends about the great new flooring in your club, you might see their eyes glaze over. But flooring is an important factor in our facilities. Both in terms of design and function it can turn your gym, studio or sports hall from the mundane to the sublime. Jo Talbot looks at four examples… FLOOR IT Tarkett’s all-purpose Omnisports Excel Sports fl ooring was used for Centre AT7’s sports hall starting from scratch on a budget Supplier: Gerflor Installation: Reddish Leisure Centre Supplier: UK Flooring Installation: Centre AT7, Coventry eddish Leisure Centre opened along with aesthetics. It needed to R in November 2010, a conversion withstand the heavy weight stacks and entre AT7 in Coventry was of an old factory unit that now also the high footfall along the routes C built by Coventry Sports houses a 70-station gym, studio, group around the equipment. We also needed it Foundation, a registered cycling studio and four indoor third to be easy to clean because of the sweat charity, to encourage participation in generation synthetic football pitches. and dust that we all know can accumulate sports in the local area. Martin Harriman, head of operations in the gym. In addition, the colourways It recently replaced its 22-year-old for Stockport Leisure Trust, needed to needed to co-ordinate with our Life sports hall fl ooring and, as a charity, consider the usage and requirements for Fitness equipment, which has cranberry wanted a fl oor that didn’t cost the each area when commissioning supplier red upholstery. As a result, Gerfl or earth but that did the job and would Gerfl or to provide the fl ooring. recommended its Creation Wood LVT last another 22 years. He says: “We wanted the reception vinyl fl ooring in contrasting shades of Fee Smith, Centre AT7 manager, area to have a ‘wow’ factor, so we chose brown; for extra durability, it ensured – says: “The hall is mainly used for high gloss and matt marble tiles. before the fl oor was laid – that the free volleyball and badminton, as well as “From reception, there are walkways weights area was reinforced.” some basketball and indoor cricket, so that go past the football pitches to the gym. The group cycling studio was also given we wanted a multi-purpose fl oor that Here, we have clients wearing studded a vinyl fl oor, as it’s durable and comes in a was hard wearing and easy to clean. We boots so it had to be hard wearing, but range of colourways and the club wanted a put the quote out for tender and UK it also needed to look good for our gym vibrant scheme, while the aerobics studio Flooring was very reasonable. We even members. Gerfl or recommended the was fi tted with a top-quality Junckers managed to negotiate so that we got Creation Clic fl ooring for this purpose. sprung fl oor, for performance and safety. top-end fl ooring for a reduced price.” It’s a loose-lay interlocking luxury vinyl Finally, for the changing rooms, Gerfl or UK Flooring selected the Tarkett tile (LVT) especially designed for high- recommended a combination of Creation Omnisports range – specifi cally, end, high traffic areas like this. Mineral Slate LVT and Tarasafe vinyl Omnisports Excel Sports vinyl in beech “In the main gym, cost along with fl ooring, as both have non-slip qualities wood effect. “Tarkett sports fl oors durability were our major considerations, and are easy to clean. are a great product to work with. They’re really easy to install and give a professional fi nish. The Omnisports range is well suited to this type of mixed-use sports hall, as it provides 32 per cent shock resistance to help limit the risk of injury to players, whatever their sport,” says UK Flooring’s John Harris. “It also has a fibreglass mesh backing for reinforcement and durability, and a polyurethane TopClean XP surface protection for easy cleaning. It’s also got the green factor, as it’s made from 20–25 per cent recycled materials and can be recycled after use.” Smith adds: “We’re so pleased to Creation Wood LVT was used have a brand new, high quality sports in the gym as it can support the fl ooring for our main hall. It will make a weight stacks and the high footfall huge difference for our customers.” 74 Read Health Club Management online at healthclubmanagement.co.uk/digital june 2011 © cybertrek 2011 functional zones Supplier: Escape Installation: DW Sports Wrexham he brand new DW Sports T Wrexham opened in October last PHOTO: ESCAPE FITNESS @ WWW.ESCAPEFITNESS.COM year. Escape Fitness was tasked with creating a colourful, exciting and safe functional zone that maximised the space available – a 10x6m area, branded Move It. This included installing its functional fitness equipment, as well as flooring. “Flooring can truly make or break your fi tness space,” says Matthew Morton, account manager at Escape. “Specialised Functional: Escape used Pavigym fl ooring is used to not only add a style fl ooring for its design possibilities, and functionality to the space, but also to Fitness fl ooring with an integrated Sprint durability and noise absorbency protect members. The right fl ooring can Track – the sprint track adds an extra catch a dropped weight without it rolling, dimension to the club and opens up a it can absorb the impact of a member whole host of workout possibilities. It colours, so there’s a lot of fl exibility. We doing an aerobics class – meaning their also adds the element of competition, selected a combination of white, red and joints are protected – and it can be easy which means people push themselves checkerboard effect for three different to clean so that sweat, bacteria and dirt harder in a social environment, leading to zones, plus the red sprint track. In addition are easily wiped away.” a more intense and fun workout. to all the design and personalisation The centre’s manager had asked Escape “The track is shock-resistant and non- possibilities which Pavigym offers, to design the fl ooring so that it created slip, so it enables explosive exercises like maximum protection is also provided different zones, using DW Fitness’s red multi-jumps, speed changing, sprints and against marks and noise. and grey colour scheme. “Escape is the strides. It also clearly creates a different “Pavigym is easy to lay as it just fi ts on UK distributor of Pavigym fl ooring, zone within the functional fi tness area. top of the existing fl oor. It’s hard-wearing so naturally we used this range,” says “Pavigym Fitness is great for design and noise absorbent, so it’s perfect for an Morton. “We selected 7.5mm Pavigym as it comes in interlocking tiles in 15 area that’s quite noisy, like a gym.” a private affair Supplier: Sports Surfaces Installation: Fitness First, Baker Street, London hen it was being designed, Primafl ex, a heavy duty rubber sheet W Fitness First’s flagship £2m that’s durable and easy to clean, but warm Baker Street club needed and soft underfoot. It is also quick to lay, to select flooring for the 122-station cost-effective and sound absorbent. Two CV area, the 126sq m (1,300sq ft) free types were used for their contrasting weights area, the 14sq ft Reebok boxing colours – grey Softstone for the heavy ring, and walkways through the gym. weights area, and the higher density black The decisions were made in everroll®, from German manufacturer Dutch company Descol, which is liquid consultation with supplier Sports BSW (made of 90 per cent recycled tyres) applied polyurethane. Surfaces UK, which is based in Chester. for the resistance area and boxing ring. Kate Jones, Sports Surfaces UK For the resistance machines and For the CV area and walkways, Sports project manager, explains: “Pulastic is free weights area, the company chose Surfaces selected Pulastic 2000, made by very versatile and extremely durable. It provides a good balance between shock absorption, traction and aesthetics – all important for a health club. Because of the durability, it’s also a great choice for day- to-day foot traffi c and for areas housing sports equipment. Plus, it’s cost-effective because damaged areas can be repaired rather than needing to be replaced.” The architect chose blue for the CV area and beige for the walkways to Fitness First has differentiate between the different zones used Pulastic 2000 and add colour interest. for walkways and Primafl ex for resistance areas jo talbot [email protected] june 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 75 www.trixter.net/xdream “Our members love the Xdreams, they are always busy” Kelly Spencer, General Manager SLM Everyone Active, Watford, Woodside I Increase membership sales by up to 19% I Create competitive, exciting in-club events Find out why these businesses use Trixter? Virgin Active, David Lloyd Leisure, SLM Everyone Active, P&O, Cunard, Nuffield Health, YMCA, The Third Space, Leisure Conection, plus Liverpool, Windsor, Broxtowe, Leeds, Bridgend, Dorset councils. Also 19 World champions across multiple disciplines: Formula One, NASCAR, MotoGP, Supercross and Mountain Biking. For Information on the Trixter Xdream call 0844 979 4567 www.trixter.net project profi les PROJECT BRIEFINGS SUPPLIERS PROFILE SOME OF THEIR RECENT INITIATIVES TRIXTER BIKES ADD A NEW DIMENSION AT EVERYONE ACTIVE SUPPLIER: Trixter CLIENT: SLM (Everyone Active) nstalling Trixter Xdream bikes in its leisure centres resulted in an average increase in membership sales I of 19 per cent for Everyone Active. The local authority leisure centre brand installed the bikes in fi ve of its centres earlier this year as a trial, and such was the success that it has now rolled out the mountain bike simulators across 14 locations nationwide. Most recently, six of the bikes have been installed in Everyone Active’s brand new £38m fl agship centre, VRX-Biking classes burn 55 per cent more calories via Basildon Sporting Village (see also p36). a full body workout, thanks to the moving handlebars Says Duncan Jefford, regional director at Everyone Active: “We installed Trixter Xdream bikes in November profi le. “Engaging members and getting them excited about 2009 in fi ve centres for a six-month trial period. As a result, coming to the centre is crucial for membership retention,” we saw an average increase of 19 per cent in membership says Jefford. “We know that the Xdream bikes generate sales across the centres. Since then, we’ve expanded our excitement, so it makes far more sense to choose them exergaming offering, as we’ve recognised the increasing over yet more treadmills and cross-trainers.” demand for fi tness innovation and witnessed the proven To launch the Xdream bikes across its portfolio, Everyone user satisfaction at Everyone Active sites. The Xdream bikes Active held an open day at its Grange Paddocks Leisure have been a huge hit in the clubs as they offer a different Centre. Trixter supports clubs installing the Xdream with experience from other equipment on the gym fl oor.” events where members and non-members are invited to The Trixter Xdream is an indoor interactive bike that take part in group races and, with its help, this event saw accurately simulates the experience of riding outdoors. more than 400 members and prospective members taking An LCD screen mounted in front of the Xdream’s laterally part. Everyone Active is now running a Trixter Inter Club moving handlebars allows users to steer their on-screen Challenge where users at all 14 centres can compete in a avatar through more than 400 cycling trails. Users can national tournament over several events and stages. try to beat their own times, race against computer “Events are a great way to get people excited about our competitors to unlock new levels or use a multi-player centres and about fi tness in general,” says Jefford. “We mode to race up to fi ve other gym users on-screen in know exactly how effective the Xdream bikes have been at real time. Progress is recorded and stored on their user each of our sites, because Trixter supplies detailed monthly usage reports based on data collected from the bikes. Xdream bikes offer Xdreams at the Grange Paddocks centre, for example, had users more than over 800 users in the fi rst month alone. We couldn’t ask 400 cycling trails for a service that works better for us and our users.” Trixter’s original X-bikes are also used in Everyone Active clubs to run VRX-Biking group cycle classes – virtual reality classes where members cycle together following a simulated route on-screen at the front of the class. Some centres are now running up to 14 VRX-Biking group cycle classes each week, providing an added free-of- charge service to existing members as well as generating additional revenue from ‘pay as you go’ exercisers. “VRX-Biking classes make complete sense,” says Jefford. “Our members love group cycle classes, but we wanted to offer them something more challenging and exciting. Our members are burning 55 per cent more calories by using the moving handlebars, but they don’t even realise it as they’re so engrossed in the video they’re cycling through.” For more information, visit www.trixter.net june 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 77 project profi les FULL SET FOR LIFE FITNESS AND BODYWORKS SUPPLIER: Life Fitness CLIENT: Bodyworks ife Fitness has redeveloped its fourth leisure The redevelopment includes a gym that’s been centre for the Borough Council of King’s designed around the Life Fitness Journey concept L Lynn and West Norfolk. The Bodyworks gym at the council’s fl agship leisure centre, “The Journey creates a varied set of experiences for Lynnsport & Leisure Park – a sports, leisure and business exercisers of all fi tness levels.” conferencing facility that opened in 1991 – received a total Life Fitness installed its Elevation Series cardiovascular refurbishment from Life Fitness in December. equipment with Inspire consoles that offer iPod Lynnsport & Leisure Park is located in 72 acres of connectivity and the Life Fitness Virtual Trainer. It parkland in King’s Lynn, and is approved by London 2012 also supplied its Signature and Circuit Series strength as a training base for fi ve Olympic and seven Paralympic equipment, plus its IFI-accredited range. sports. Aside from the Bodyworks gym, it has an indoor Branded, inspirational graphic panels were installed athletics centre, athletics track, climbing centre, eight- using phrases contributed by Mitchell as well as from Life court sports hall, grass and three FIFA-approved synthetic Fitness, including “Our health is more valuable after we pitches, a fi shing lake, a skatepark, squash courts, a table lose it” and “Doing the same thing over and over again tennis centre and a gymnastics centre. and expecting different results?” The revamp at Bodyworks included installation of Since the work was completed, the council has Life Fitness gym equipment and interior redecoration, noticed a marked improvement in performance across including eye-catching Life Fitness-branded graphic panels. its Bodyworks sites. Mitchell explains: “The revamp of The refurbishment means Life Fitness is now present Bodyworks has helped to establish our position as the across all four of the council’s Bodyworks sites – with leading fi tness provider in the area, with four sites now consistent brand identity and quality across the venues. having Life Fitness equipment, including the largest site in Mark Mitchell, Bodyworks fi tness manager, says: the area. We’re starting to meet our membership targets “We chose to work with Life Fitness due to the strong within the Lynnsport facility and will no doubt surpass relationship that we’ve built up over the past few years. these in the coming months.” As well as providing the gym equipment, Life Fitness Nick Mennell, territory development manager at Life offers a fantastic range of services, plus great value for Fitness, adds: “Our continued work with the Borough money. It’s a provider we know we can trust and rely on.” Council of King’s Lynn and West Norfolk is the perfect He continues: “We’ve focused on creating an example of a true partnership. Working together on experience for our gym members. The equipment staff training and in-club branding, design and layout, installed links the four sites together and utilises the Life we’re looking to continue to develop our long-term Fitness Journey concept throughout – a transformative relationship in the coming years and help to grow and facility planning approach that taps into what motivates develop the Bodyworks portfolio.” people and keeps them on their exercise path. For more information, visit www.lifefitness.com 78 Read Health Club Management online at healthclubmanagement.co.uk/digital june 2011 © cybertrek 2011 For just over £20 per issue you can access over 10,000 motivated leisure health club professionals committed to the industry management To book your space call the sales team on DIRECTORY Tel: +44 (0)1462 431385 architects/designers clothing & merchandise Promotional Packs HEALTH & FITNESS DESIGNERS t: + 44 (0)844 3 445566 w: www.massdesigners.com U Bags, bottles, towels and other accessories available U Prices start from just £4.99 per pack U Simple online ordering U Call or email for further information www.zynkdesign.com AV/sound The one stop shop for all your fitness uniforms and promotional products s The latest designs and wick dry fabrics T: +44(0) 208 206 2299 s We offer our services to all clubs, small or large W: www.beatconcepts.co.uk E: sales@ beatconcepts.co.uk s Take a look at our website and see our unique Tel: 01945 476973 online ordering system www.abaudiovisual.co.uk Email. 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KT6 7RA T: 0870 990 7989 F: 0871 431 0452 endorsed CPD training courses M: 07974 154811 for the fitness professional. E: [email protected] W: www.safespacelockers.co.uk Innovation sales & marketing Tel: +44 (0)1945 880257 www.jordanfitness.co.uk COPYRIGHT NOTICE: To subscribe to Health Club Management, log on to ww.leisuresubs.com, email: [email protected], tel +44 (0)1462 471915, fax +44 (0)1462 433909. Annual subscription rates: UK £41, Europe £52, rest of world £73 and students UK £20. Health Club Management is published 11 times a year by The Leisure Media Company Limited, Portmill House, Portmill Lane, Hitchin, Herts, SG5 1DJ, UK, and is distributed in the USA by SPP, 75 Aberdeen Road, Emigsville, PA Craftsman Quality Lockers 17318-0437. Periodicals postage paid @ Manchester, Allington Road, St Neots, PA. POSTMASTER Send US address changes to Health Club Management, c/o PO Box 437, Little Barford, Cambs, Emigsville, PA 17318-0437. The views expressed in print are those of the author PE19 6WE and do not necessarily represent those of the publisher The Leisure Media Company Limited. T: 01480 405396 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted F: 01480 470196 in any form or by means, electronic, mechanical, E: [email protected] photocopying, recorded or otherwise without the prior permission of the copyright holder. www.cqlockers.co.uk Printed by Warners Midland. © Cybertrek Ltd 2011 ISSN 1361/351 82 Read Health Club Management online at healthclubmanagement.co.uk/digital june 2011 © cybertrek 2011 edited by katie barnes. email: [email protected] lightweights TOURISTS GET THE TASTE OF ARMY LIFE Created on the site of an updated former military base in Transylvania, Romania, Arsenal Park is an action-packed offering designed to put fi tness- hungry holiday makers through their paces. With 80 hectares of land, there’s plenty of room for outdoor team sports, adventures, hikes and even marches, training drills or tank driving. Horse riding, airsoft, paintball, buggy riding, all-terrain vehicle experiences, jeep off-roading, archery and golf are also on the menu. What’s more, old tanks have been transformed into bedrooms – or there are more standard bedrooms available, albeit with unused cannons! Bega Grup, the operators of the base, acquired the insolvent military factory in 2003. It has spent a reported £17m turning the ruined workshops, bunkers and ammunition warehouses into a holiday camp that gives a taste of military life. Details: www.arsenalpark.co.uk DIVE INTO THE Hot on the heels of the popular Latin American group class Zumba Fitness® NEW AQUA comes Aqua Zumba – an unoffi cial spin-off where people perform the ZUMBA CRAZE moves in a pool rather than in a studio. ©WWW.SHUTTERSTOCK.COM PIC: The new classes, which are now being offered in the UK, still have the same sense of fun and lively music – but with the added resistance of water. Dearne Valley Leisure Centre launched its Aqua Zumba session in April after the success of the studio-style version. Centre manager Michele Parnham told The Star: “Aqua THE BUDDY SYSTEM Zumba is already fully booked, with 50 active water enthusiasts trying out WORKS FOR KIDS TOO their moves in the water.” PIC: ©WWW.SHUTTERSTOCK.COM PIC: While it’s not unusual for adults to go to the gym together, especially for weight training, recent research has found that taking part in physical walnuts are healthiest nut activity with a ‘best friend’ can also lead to higher levels of activity among children. The BHF-funded Walnuts have been found to be the addition to a healthy combination of study, carried out by the University of Bristol, healthiest nut, above other popular vitamins, fi bre, minerals and protein. focused on school children aged 10 and 11. varieties such as almonds, peanuts, Dr Joe Vinson, who led the study, It was found that boys whose best friends are pistachios, hazelnuts, Brazil nuts, says: “A handful of walnuts contains physically active engage in more physical activity cashews, macadamias and pecans. almost twice as much antioxidants themselves. Girls who regularly take part in active The famous Christmas treat could as an equivalent amount of any other play with their best friend achieve higher levels of now become a year-round favourite commonly consumed nut.” physical activity than girls who do so less frequently. thanks to scientists at the University Dr Vinson’s team also found that The study is part of the Bristol 3Ps Project, which of Scranton in Pennsylvania, US, who the quality, or potency, of antioxidants examines the infl uence of peers and parents on have revealed that walnuts have more present in walnuts was highest physical activity levels in children. antioxidants than any other nut, in compared to the other varieties of nut. june 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 83 READY FOR A NEW EXPERIENCE? Welcome to a new fitness experience. The highly intuitive touch screen interface responds just like a high-end phone, and a range of functionality motivates and entertains members like never before. What’s more, Networked Fitness capabilities mean it’s a fitness solution that gets more powerful the longer you own it. Welcome to the future. Welcome to the new Experience Series. 08448 480101 · [email protected] · www.precor.com