http://www.healthclubmanagement.co.uk/healthclubmanagement.co.uk @healthclubmag

AUGUST 2017 No 249 ALUN PEACOCK JD Gyms MD on creating a brand that exceeds expectations p28 HOME vs GYM Could new home fi tness tech spell trouble for gyms? p34

BODY SCANNING How body analysis technology boosts retention p60 HILARY ROBERT ROWLAND Boom Cycle’s founders chart their road to boutique indoor cycling success p44

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Turning threat into opportunity ,IEPXLGPYFSTIVEXSVWEVIJEGMRKQSVIGSQTIXMXMSRJVSQXLISYXHSSV½XRIWW and home workout sectors than ever before. However, this doesn’t mean out-and-out war, because the picture isn’t as straightforward as it seems

n summer, when the days are long, there’s no better time to exercise outside. Studies have shown that direct exposure to sunlight boosts the production of vitamin D I and serotonin – the feel-good hormone – while research published in Environmental Science and Technology journal found that exercising outdoors increases energy levels and positivity, while also decreasing stress, anger and depression. There are many reasons outdoor exercise should be encouraged, but as an industry dependent on members using our gyms and studios, doing so may seem counterintuitive. +RZHYHULWȷVDPRYHWKDWȷVQRWDVLOORJLFDODVLWDWʛUVWDSSHDUV because research suggests that people who exercise outdoors have better indoor training habits and overall adherence to their exercise regimes than those who only exercise indoors. Exercising outdoors can improve energy levels and mood Encouraging gym-goers to head outdoors could, therefore, help clubs to improve their member retention rates, while also tackling inactivity. Encouraging gym-goers to head In this issue of Health Club Management, kinesiology outdoors could help clubs to professor Martin Gibala suggests that encouraging participation outside the gym is vital for overcoming the “lack improve member retention rates of time” excuse that stops many people exercising (p12). Gibala has developed a concept of exercise ‘snacking’ age, where variety is key, it’s not unusual for a road – undertaking 20 second bursts of intense exercise runner to also hold a gym membership and an on- throughout the day – and says gyms are well-positioned to demand home workout subscription, for example. educate the public on how to put this idea into practice, Gyms must capitalise on this need for variety by rather than avoiding it for fear of becoming redundant. encouraging members to use outdoor and at-home settings, A growing challenge is also coming from the home gym ZKLOHRʞHULQJIDFHWRIDFHH[SHUWLVHȲWKHPDLQWKLQJWKH market, which we debate on page 34. Faced with increasingly alternatives lack. This will ensure members carry out their VRSKLVWLFDWHGDWKRPHZRUNRXWVROXWLRQVVKRXOGJ\PVʛQG RʞVLWHZRUNRXWVZLWKPD[LPXPVDIHW\DQGHʡFDF\ZKLOH ZD\VWRLQFRUSRUDWHWKHVHLQWRWKHLUFRUHRʞHULQJVRUʛJKW viewing gyms as the hub of their workout universe. back with more high end equipment and services? Working out at home is a solution that will always be Dr Lauretta Ihonor, editor attractive, but just as with outdoor workouts, home and [email protected]

PHOTO: SHUTTERSTOCK.COM PHOTO: gym workouts are seldom mutually exclusive. In this digital @laurettaihonor

+44 (0)1462 431385 WWW.HEALTHCLUBMANAGEMENT.CO.UK [email protected] WWW.LEISURESUBS.COM

©Cybertrek 2017 healthclubmanagement.co.uk August 2017 3 CONTENTS

AUGUST 2017 No 249 healthclubmanagement.co.uk

40 Mintel’s report shows private sector growth

12 US researcher Martin Gibala on his ‘one minute workout’ 34 Do home gyms pose a threat to operators?

03 Editor’s letter 16 News round-up Encouraging outdoor and at-home workouts FIBO launches in Africa, Hilton’s wellness can benefit operators, says Lauretta Ihonor director Ryan Crabbe leaves the hotel group, physical activity guidelines are 08 Letters issued for pregnant women The need for women-only gyms is raised 26 Events calendar 10 HCM people IHRSA/Fitness Brasil takes place this month Amanda Al-Masri Equinox’s head of spa services says 28 Interview Alun Peacock wellness is a big focus for the fitness brand The MD of JD Gyms shares details of the Martin Gibala next phase of the brand’s expansion The creator of the ‘one minute workout’ 34 Talking point on the benefits of short duration exercise Ahead of the game Brian Chappon Are gyms and health clubs at risk Get your free digital subscription SIGN UP ONLINE A boutique fitness studio is coming to of being overtaken by the latest healthclubmanagement.co.uk/signup Heathrow Airport. Its founder tells all sophisticated home workout offerings?

4 healthclubmanagement.co.uk August 2017 ©Cybertrek 2017 C HE OV T E N R O

60 How body scanning can improve retention 44 Hilary and Robert Rowland on Boom Cycle’s rise

28 Alun Peacock talks about the evolution of JD Gyms 66 PT rowing training to prevent gym-goer injuries

40 Growth opportunity 60 Shape of the future 87 Supplier showcase Mintel’s private sector health and fitness club Could body scanners be the secret to Premier software brings its multi-site report shows the sector is growing keeping gym-goers engaged and motivated? management system to English Lakes Hotels 44 Interview 66 Row right 88 IHRSA update: Hilary and Robert Rowland Steph Eaves explores how gyms can prevent European Congress 2017 The founders of Boom Cycle share the member injuries on rowing machines Kristen Walsh looks ahead to the upcoming realities of creating an indoor cycling chain IHRSA European Congress 2017. 74 In the zone 50 Fitter with age Indoor cycling experts give their top tips for 90 ukactive: A new age Kath Hudson asks the experts what health maximising rider experience and retention It’s time to embrace data, says Steve Ward clubs can do to provide the most effective exercise programmes for older adults 78 Taking action 92 Product innovations The annual HAFOS report shows a change We round up the latest product launches 54 Interview in public attitudes towards physical activity Jonathan Sattin 98 Strengthen your health Triyoga’s founder on growing a yoga startup 83 Local luxury New research shows that small amounts of into a lifestyle centre of excellence Local authority clubs are adding spa services strength training reduce heart disease risk

©Cybertrek 2017 healthclubmanagement.co.uk August 2017 5 MEET THE TEAM

EDITOR PUBLISHER Lauretta Ihonor Jan Williams +44 (0)1462 471925 +44 (0)1462 471909

CHOOSE HOW YOU READ HEALTH CLUB MANAGEMENT

PRINT Health Club Management is available in print on subscription: www.leisuresubs.com DEPUTY EDITOR EDITORIAL DIRECTOR Steph Eaves Liz Terry DIGITAL Read free on online and enjoy extra links and searchability: +44 (0)1462 471934 +44 (0)1462 431385 www.healthclubmanagement.co.uk/digital

PDF For email use: [email protected] A PDF edition is available to read offl ine at: www.healthclubmanagement.co.uk/pdf

HEAD OF NEWS HEAD OF TECH OTHER RESOURCES FROM Matthew Campelli Michael Paramore HEALTH CLUB MANAGEMENT +44 (0)1462 471912 +44 (0)1462 471926

SALES FINANCE HCM HANDBOOK John Challinor Denise Adams www.healthclubhandbook.com +44 (0)1202 742968 +44 (0)1462 471930 www.healthclubhandbook.com/pdf HCM WEBSITE DESIGN Rebekah Scott healthclubmanagement.co.uk Paul McLaughlin +44 (0)1462 733477 +44 (0)1462 471933 LEISURE OPPORTUNITES WEB TEAM www.leisureopportunities.co.uk PRODUCT EDITOR Dean Fox www.leisureopportunities.co.uk/pdf Lauren Heath-Jones +44 (0)1462 471900 www.leisuremedia.com/subscribe +44 (0)1462 471922 Emma Harris HCM EZINE, +44 (0)1462 471921 SUBSCRIPTIONS INSTANT ALERTS & RSS Denise Adams Tim Nash www.leisuremedia.com/subscribe +44 (0)1462 471930 +44 (0)1462 471917 BUYER SEARCH ENGINE www.fitness-kit.net CIRCULATION Michael Emmerson +44 (0)1462 471932

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©Cybertrek Ltd 2017 ISSN 1361-3510 (print) / 2397-2351 (online) Health Club Management is IHRSA’s European 6 healthclubmanagement.co.uk August 2017 ©Cybertrek 2017 Strategic Media Partner ZERO-IMPACT. POWERFUL RESULTS.

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Women-only areas should be considered a vital addition to gyms, rather than a ‘nice to have’ extra Kate Read, general manager, Total Fitness Whitefield

All-female gyms can foster a strong sense of community

I was encouraged by your Recent studies suggest This is why having a women- among the group of like- recent piece on a women- women are risking their health RQO\J\PLQDOO̷̽EUDQFKHVRI PLQGHGZRPHQ6RPHHYHQ only gym chain in Saudi Arabia by exercising less than men, and Total Fitness across the north tell me that our women-only 1X

GLIIHUHQWUHDFWLRQVWRH[HUFLVH stone to the main gym floor” 3+27266+877(5672&.&20

8 healthclubmanagement.co.uk May 2017 ©Cybertrek 2017 LETTERS

The tools used to calculate the impact of inactivity may not be perfect, but they are useful

Dr Steven Mann, research director, ukactive

Lauretta Ihonor’s Editor’s SUHGLFWLQJWKHILQDQFLDOVDYLQJ SURFHVVDQGWKDWFRPHV /HWWHU -XO\̸̶̷̽ UDLVHG SURYLGHGWRWKH1+6ZLWK IURPUHO\LQJRQVHOI LPSRUWDQWSRLQWVRQWKHXVH VLPSOHLQIRUPDWLRQVXFKDV UHSRUWHGSK\VLFDODFWLYLW\ RIVWDWLVWLFVLQPDNLQJWKH WKHQXPEHURISDUWLFLSDQWV GDWDDVRSSRVHGWRDQ\ FDVHIRUJHWWLQJPRUHSHRSOH LQYROYHGDQGOHYHOVRIDFWLYLW\ NQRZOHGJHUHODWHGWRWKH PRUHDFWLYHPRUHRIWHQȲ :LWKWKHVHVLPSOHPHWULFV DFWXDODPRXQWRIPRYHPHQW VSHFLILFDOO\WKRVHUHODWHGWR VRSKLVWLFDWHGPRGHOOLQJWKHQ FRPSOHWHGE\LQGLYLGXDOV WKHȶFRVWRILQDFWLYLW\ȷ SUHGLFWVKHDOWKRXWFRPHV 7KLVPDNHVLWYHU\KDUGWR +RZHYHU,EHOLHYHWKH EDVHGRQKRZSK\VLFDODFWLYLW\ SUHGLFWDQ\KHDOWKRXWFRPHV QRWLRQWKDWWKHVHFWRULV Dr Steven Mann KDVEHHQGHPRQVWUDWHGWR WKDWPLJKWEHDFKLHYHG PLVUHSUHVHQWLQJILJXUHVWR FRQWULEXWHWRDZKROHKRVW :HFDQKRZHYHUWDNHVWHSV JDLQWUDFWLRQDQGH[DJJHUDWLQJ WRVROLGLI\RXUDVVXPSWLRQV LPSDFWLVZLGHRIWKHPDUN DQGZRUNWRZDUGVDQ $WXNDFWLYHZHGRQȷWWHQGWR “The collection of health-related HYLGHQFHEDVHIRUWKHUHDO XVHȶFRVWWRWKH1+6ILJXUHVȷ outcomes and behaviour monitoring ZRUOGKHDOWKLPSDFWVRI 7KHILJXUHZHXVHUHJXODUO\Ȳ SK\VLFDODFWLYLW\7KHURXWLQH SK\VLFDOLQDFWLYLW\FRVWVWKH will increase the power of predictions” FROOHFWLRQRIKHDOWKUHODWHG 8.e̢EQHDFK\HDUȲLV RXWFRPHVDQGPRQLWRULQJRI WDNHQIURPWKHJRYHUQPHQWȷV DFWXDOEHKDYLRXUVZLOOLQFUHDVH RZQILJXUHVLQD3XEOLF+HDOWK EHVWDYDLODEOHWRROVDWRXU RIFRQGLWLRQVDQGKRZPXFK WKHSRZHURIRXUSUHGLFWLRQV (QJODQGUHSRUW GLVSRVDO%RWKWKH1DWLRQDO HDFKRIWKRVHFRQGLWLRQVFRVWV DQGJLYHVWDNHKROGHUVSROLF\ :KHQFDOFXODWLQJWKH ,QVWLWXWHIRU+HDOWKDQG WRWUHDWDQGRUPDQDJH PDNHUVDQGFRPPHQWDWRUV ȶLPSDFWȷRIRXUZRUNZH &DUH([FHOOHQFHDQG6SRUW 7KHUHLVRQHPDMRU DOLNHJUHDWHUFRQILGHQFHLQ JHQHUDOO\KDYHWRWXUQWRWKH (QJODQGSURYLGHPHDQVRI DVVXPSWLRQZHPDNHLQWKLV RXUFDOFXODWLRQVO

Relying on self-reported physical activity affects data reliability PHOTO:SHUTTERSTOCK.COM

©Cybertrek 2017 healthclubmanagement.co.uk August 2017 9 +&03(23/( PEOPLE

One of the most powerful tools we have as a spa department, is the ability to collaborate with our SHHUVLQSHUVRQDOWUDLQLQJJURXSʛWQHVVDQGSLODWHV AMANDA AL-MASRI VICE PRESIDENT OF SPA SERVICES, EQUINOX

XUWDJOLQHȲLWȷVQRWʛWQHVV :KHQDVNHGDERXWMRLQLQJWKH(TXLQR[ improve performance and increase it’s life – perfectly sums up WHDPLWȷVFOHDUWKDWVKHWKLQNVZHOOQHVV WKHLURYHUDOOOHYHOVRIZHOOEHLQJ OP\DWWUDFWLRQWR(TXLQR[Ȼ LVDYLWDOSDUWRIWKHKHDOWKDQGʛWQHVV Al-Masri explains: “One of the says Amanda Al-Masri. FOXEH[SHULHQFHDQGKDVORQJEHHQDIDQ PRVWSRZHUIXOWRROVZHKDYHDVDVSD She’s recently taken up the role of vice of the Equinox approach. GHSDUWPHQWLVWKHDELOLW\WRFROODERUDWH SUHVLGHQWRIVSDVHUYLFHVDW(TXLQR[DQG “I love having the opportunity to ZLWKRXUSHHUVLQSHUVRQDOWUDLQLQJJURXS VKHȷVHDJHUWRUHDʡUPWKDWWKHOX[XU\ create a deep and lasting impact on ʛWQHVVDQGSLODWHV:RUNLQJWRJHWKHU ʛWQHVVRSHUDWRULVQRWVROHO\D DOORZVXVWRSURYLGHDQRXWFRPH J\PSURYLGHUEXWDOHDGHULQWKH WKDWȷVPXFKPRUHSRZHUIXOWKDQ high-performance lifestyle space. WKHVXPRILWVSDUWVȻ “Spa is front and centre in the FOXEȷVRʞHULQJVUDWKHUWKDQVLPSO\DQ THE ROAD TO EQUINOX DPHQLW\RUDSODFHWREHSDPSHUHG $O0DVULEHJDQKHUFDUHHULQ1HZ as is so often the case in day spas or

10 healthclubmanagement.co.uk August 2017 ©Cybertrek 2017 Despite its reputation as DQLQQRYDWLYHʛWQHVVEUDQG (TXLQR[PDUNHWVLWVFOXEVDV ȶWHPSOHVRIZHOOEHLQJȷZLWKVSDV SODFHGDWWKHIURQWRILWVVHUYLFHV

©Cybertrek 2017 healthclubmanagement.co.uk August 2017 11 +&03(23/(

̣RṲ̢VHFRQGEXUVWVRIDFWLYLW\VSUHDGWKURXJK WKHGD\ȲWKHFRQFHSWRIH[HUFLVHVQDFNLQJȲ PD\EHWKHZD\IRUZDUG MARTIN GIBALA PROFESSOR OF KINESIOLOGY & AUTHOR OF THE ONE MINUTE WORKOUT

How did the ‘One Minute Workout’ come about? Gibala and his team Lack of time is the most common reason VKRZWKHEHQHʛWVRI given for not exercising. For some, that’s RQHPLQXWHRI intense exercise clearly an excuse, but there are people who really don’t have an hour to spare each day. The problem is when a full workout can’t be done, we often tend to do nothing at all. My team and I – at McMaster University in Ontario, Canada – have been investigating WLPHHʡFLHQWH[HUFLVHVWUDWHJLHV3DUWRIRXU approach is showing that even if you have just 10 minutes, you can get in a high-quality workout with an interval training strategy. This research gave rise to the one minute workout – a workout made up of three 20 second bursts of very hard exercise that can be done on virtually any cardio exercise machine or simply by moving your body. It’s set within a 10-minute time frame that includes a warm up, cool down and recovery in between the bursts of activity, but the real hard work lasts for just one minute. industry. For example, in gyms and health training (HIIT) has been at or near the What has your research shown clubs with limited space or equipment, top for several years running. I think this about this style of training? people may be able to cycle through the demonstrates the level of interest in The idea that short, hard exercise can be available equipment faster, while reaping short-duration workouts. used to boost endurance, performance or the same results. So, rather than a single I believe the vast majority of health capacity has been around for some time, person spending 60 minutes jogging at a DQGʛWQHVVFOXEVRʞHUVRPHVRUWRI but my team and I have been focused on slow pace on a treadmill, three people interval-based workout, although not the question: “How low can you go?” could use that treadmill for a 20 minute necessarily the one minute workout. We’ve done studies in which we interval workout each and still reap the However, it’s important that owners compared the results achieved by people VDPHEHQHʛWVRUEHWWHU and fitness professionals understand who did the one minute workout three This would mean better turnover and the science of these workouts, at times a week with those of others who possibly more clients coming through. least to an extent that allows them stuck to the recommended 50 minutes ,QWHUYDOWUDLQLQJDOVRRʞHUVPRUHYDULHW\ to apply interval training principles of continuous exercise three times because there’s no longer any need for appropriately while avoiding the trap weekly. We saw very similar levels of workouts to be long and monotonous; of over-promising results. improvement in the cardiorespiratory gym goers can stay more engaged with Let’s not forget that interval training ʛWQHVVLQVXOLQVHQVLWLYLW\DQGHQHUJ\ their exercise programmes and continue ranges from interval walking – which is production by muscle cells among both to come to the gym, as opposed to a very gentle approach – to sprinting groups – even though the time spent getting bored and turning away. uphill as hard as you can. There’s a H[HUFLVLQJGLʞHUHGʛYHIROG very wide spectrum there and some Is the one minute workout strategies are more appropriate for What does this potentially already being used by some individuals than others. Interval mean for the future of ʛWQHVVSURYLGHUV" workouts have to be properly matched WKHʛWQHVVLQGXVWU\" If you look at the American College WRDSHUVRQȷVʛWQHVVOHYHOVRWUDLQHUV 6KRUWEXWHʞHFWLYHLQWHUYDOZRUNRXWV of Sports Medicine’s top worldwide need to use common sense before

FRXOGUHDOO\EHQHʛWWKRVHLQWKHʛWQHVV ʛWQHVVWUHQGVKLJKLQWHQVLW\LQWHUYDO RʞHULQJWKHVHZRUNRXWVWRFOLHQWV 3+27260&0$67(581,9(56,7<

12 healthclubmanagement.co.uk$XJXVWk&\EHUWUHN The one-minute exercise burst principle can be used in the gym or outside of it

What about outside the gym? integrate in their everyday lives. This through the day – the concept of exercise While the one minute workout plan still requires skilled and knowledgeable snacking – may be the way forward. It’s involves a 10 minute time commitment, trainers that can show people how to also important to remember there’s no there’s no reason why people cannot apply interval training principles properly free lunch. The one minute workout has do short bursts of exercise like taking a before moving into a real-world setting. WKHDWWUDFWLRQRIRʞHULQJORZYROXPH IHZʜLJKWVRIVWDLUVWKUHHWLPHVWKURXJK exercise, but the intensity needs to be the day. It doesn’t take a lot of warm Is one minute the very high. I’m also commonly asked about up or cool down. This is a direction my absolute minimum? WKHZHLJKWORVVEHQHʛWVRIVKRUWGXUDWLRQ research needs to go in – taking it out of I don’t think people will be reading H[HUFLVH,QWHUYDOVFDQEHDWLPHHʡFLHQW the lab, applying it in real-world indoor about the 10 second workout in the way of burning calories, but it’s much and outdoor settings, and involving the near future! But I do think that 10 or easier to control weight via the amount of types of interval strategies people can 20 second bursts of activity spread food we eat, rather than through exercise.

©Cybertrek 2017 healthclubmanagement.co.uk August 2017 13 +&03(23/(

We’re making FlyFit a disruptor that airport lounges want. Our global strategy is to be in 100 lounges over the next five years BRIAN CHAPPON CEO AND FOUNDER, FLYFIT GLOBAL

:K\GLG\RXFKRRVH &KDSSRQZDQWVʜ\HUVWRJHW +HDWKURZDVWKHORFDWLRQ KHDOWK\ZKLOHZDLWLQJIRUʜLJKWV IRUWKHʛUVWVWXGLR" ,JUHZXSLQ6HDWWOHEXW,ȷYHWUDYHOOHG DQGOLYHGDOORYHUWKHZRUOGIURP$VLDWR ,WVRXQGVOLNHDQDPELWLRXV ORXQJHDFFHVVEXWLWZLOODOVREHRSHQIRU WKH0LGGOH(DVWDQG$IULFD,WȷVJLYHQPH SURMHFW+RZGLG\RXWXUQ XVHLQDQDʞRUGDEOHSD\DV\RXJRIDVKLRQ DJOREDORXWORRNDQGWKHGHVLUHWRWDNH \RXUYLVLRQLQWRUHDOLW\" )O\)LWWRWKHORFDWLRQWKDWEHVWʛWVRXU ,WȷVWDNHQIRXU\HDUV0\EXVLQHVV :KDWRʞHULQJVFDQZH JRDO7KHUHDVRQZHSLFNHG+HDWKURZLV SDUWQHU /DXUHQ3HUNLQV DQG,NQHZ H[SHFWWRVHHDW)O\)LW" WKDWSHUFHQWRISHRSOHSDVVLQJWKURXJK ZHQHHGHGWRFUHDWHDQȶLI\RXEXLOGLW 7KH)O\)LWVWXGLRLVDVTIWVSDFH DUHWUDQVLWWUDYHOOHUVȲJRLQJWRDQGIURP WKH\ZLOOFRPHȷVHUYLFHDQGWKDWFRPHV WKDWFRQVLVWVRIWKUHHURRPVRQHIRU (XURSH$VLDRU1RUWK$PHULFD$ODUJH IURPGHYHORSLQJVWURQJFRUSRUDWH LQVWUXFWRUOHGFODVVHVRQHIRUTXLHW SURSRUWLRQRIWKHVHDUHWKHEXVLQHVV SDUWQHUVKLSV5RDGZDUULRUVRIWHQZRUN PHGLWDWLRQDQGRQHLQGRRUF\FOLQJURRP WUDYHOOHUVWKHȶURDGZDUULRUVȷOLNHWKH IRUELJFRPSDQLHVOLNH'HORLWWHDQG :HȷOOEHRʞHULQJLQVWUXFWRUOHG\RJDDQG *ROGPDQ6DFKVJX\VWKDWFRPHIURP1HZ .30*ZKLFKKDYHFRUSRUDWHZHOOQHVV SLODWHVFODVVHVDQGLQWHUDFWLYHVHVVLRQV

14 healthclubmanagement.co.uk August 2017 ©Cybertrek 2017 NO, IT’S NOT A DANCE CLASS.

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Equinox gets investment from L Catterton

L Catterton, the world’s as well as in Canada and the largest consumer-focused UK, attempt to grow its global private equity fi rm, has footprint with further clubs. bought a minority stake in It becomes the latest health, luxury gym chain Equinox. fi tness and wellness investment Funding from the invest- made by L Catterton, which has ment will see the chain, which made more than 150 invest- already has 89 clubs in the US, ments in consumer brands and allocates more than US$14bn (£10.8bn, €12bn) in equity capital toward growing “middle-market companies and emerging high-growth enterprises”. Sweaty Betty, the high-end female sportswear company, Pure Barre and Bodytech are among the organisations to US-based gym chain Equinox now has gyms in Canada and the UK have sold equity to L Catterton in exchange for investment. and one in Connecticut J. Michael Chu, Global Co-CEO The latter two have rapidly scheduled for 2019. of L Catterton said that “the The fi tness sector continues expanded their number of Harvey Spevak, executive fi tness sector continues to to see unprecedented health clubs in the US and chair and managing partner of see unprecedented growth growth as consumers Latin America since part- Equinox, said the boutique gym as consumers prioritise prioritise health nering with L Catterton. chain “has never been in greater health and wellness.” and wellness Equinox is also growing, with demand” and will use the J. Michael Chu More: http://lei.sr?a=z3p8S_H two new clubs in London investment to “expand globally”. SHUTTERSTOCK.COM PHOTO:

Planet Fitness opens in Panama

ow-cost US-based gym dropping of weights and judging L franchise Planet Fitness others is not permitted. is opening its fi rst club Chris Rondeau, Planet Fitness in Panama, central America. chief executive, said: “As we The 20,000sq ft (1,860sq m) continue to expand our brand facility in Santa Maria is due to internationally, we’re excited Founded in 1992, the gym chain has over 1,300 locations open in autumn, with a second to enter Panama and bring site planned for Centennial Planet Fitness’ non-intimidating, by the end of 2017. high-quality and aff ordable Dave Leon, a 30-year fi tness Maria. I’m confi dent that The Panama sites will fi tness experience to the industry veteran and Planet people will love everything feature cardio and strength Costa del Este community.” Fitness franchisee for 13 we have to off er, and we equipment, circuit training, At the new clubs, Planet years, will be the owner and look forward to being a part free small group fi tness classes Fitness Black Card members operator of the Santa Maria of the local community.” and the brand’s “lunk alarm” – a can bring a guest at no and Centennial locations. The budget chain has over 10 purple and yellow siren on the additional charge and have He said: “I could not be more million members worldwide. wall used as a light-hearted access to HydroMassage excited to open Panama’s fi rst reminder that grunting, recliners and massage chairs. Planet Fitness site in Santa More: http://lei.sr?a=k7Q5C_H

16 healthclubmanagement.co.uk August 2017 ©Cybertrek 2017 Frank Böhme, chief executive of Just Fit

HealthCity sells Cologne clubs

HealthCity, a The gyms will be renamed Netherlands-based fi tness Just Fit 13 and Just Fit 15 and company is continuing renovated with new functional its staged withdrawal areas and a Milon circle Silke Frank says FIBO is expanding its off er to the industry from the German market, added. Just Fit 13 will move selling off two of its venues from Barbarossaplatz FIBO goes to South Africa three clubs in Cologne to Zulpicher Platz Cologne. to fi tness chain Just Fit. HealthCity is in the pro- Fitness trade show FIBO fi gures for the African and All 35 employees and cess of completely leaving will be launching a two-day global fi tness and health the nearly 5,000 members the German gym market, business summit in Africa. market, and the opportunities will be automatically while Just Fit continues The 1st FIBO Fitness and risks of digital technology. transferred to Just Fit to grow its presence. Business Summit South Africa, Silke Frank, FIBO director, following the acquisition which will take place in Cape said: “Not only are we on 1 August 2018. More: http://lei.sr?a=n9B5m_H Town on 7-8 November, will systematically continuing deliver insights into the the internationalisation of industry’s latest innovations. FIBO, we’re also expanding The symposium is aimed our offer to the industry to App users in Freeletics campaign at club managers, trainers, bring together providers instructors, physiotherapists and users in exciting App users will be and operators of health clubs. markets for direct talks.” exclusively used in the advertising campaign Topics will include customer retention strategies, market More: http://lei.sr?a=P9h6j_H

Barry’s Bootcamp hits Sweden

Boutique fi tness brand Barry’s Until now, the US company’s Bootcamp is set to increase its European presence has been our members of a student and a police offi cer European footprint as it opens limited to three sites in F the public have are among those chosen. its fi rst studios in Stockholm London and two in Norway. been chosen It is the second time the and Milan later this summer. Speaking about his decision to star in Freeletics’ company has used non-models The move is part of the indoor to bring the brand to Sweden, advertising campaign. or athletes in its adverts. bootcamp’s global expansion founder of Barry’s Sweden The Munich-based fi tness “By using real users for plans, which will see new studios Rasmus Ingerslev said: “The fi rm’s ‘Real People, Real these ad campaigns, we not also opened in Toronto, Atlanta, combination of a fantastic Results’ campaign shows only wanted to underline Dallas and Washington D.C workout, a nightclub-ish setting that “anyone can reach their the authenticity that we as before the end of the year. and a rockstar trainer who goals” using Freeletics’ apps a company have valued since Expansion of the company has worked her playlist like a pro and digital personal trainers. day one, but we also wanted to been anticipated after it received DJ gave me a total adrenaline The four individuals – all highlight the achievements of an undisclosed sum from private rush when I tried this in the real-life users of the our users,” said Freeletics chief equity fi rm North Castle Partners US – and I wanted more.” app – were chosen from executive Daniel Sobhani. in 2015 to “fuel the growth Freeletics’ database of 17 and expansion of the brand”. More: http://lei.sr?a=E7F2X_H million users. A technician, More: http://lei.sr/?a=U7T6f_H

©Cybertrek 2017 healthclubmanagement.co.uk August 2017 17 UK news

Receiving acclamation from event industry professionals of the highest level shows that we have created something special Max Quittenton Elevate wins trade show award Offi ce employees can now get fi t while at work

ealth and fi tness As a result, the show grew trade show Elevate by “65 per cent”, and hosted Les Mills enters commercial H has beaten a number speakers such as Steve Gray, office to get workers fit of organisations the chief executive of Nuffi eld to pick up a gong at the Health, Dr. Hannah Macleod, Association of Event Organisers fi eld hockey gold medallist at Global fi tness brand Les Mills has dedicated social and wellness (AEO) Awards 2017. the Rio Olympic Games, and teamed up with a commercial area. It has a kitchen, showers The show, which is ded- Steve Ward, CEO of ukactive. property company to off er and a conference room where icated to the promotion Ward said: “If you’re going offi ce employees the chance the Les Mills classes are streamed of physical activity, was to get more people, more to get fi t while at work – the over lunchtime and before and recognised as the Best Trade active, more often and improve fi rst time the brand has been after work on a large screen. Show Under 2,000sq m. the health of the nation, we involved in such a project. Dave Alstead, Les Mills UK It was chosen by judges need the broadest possible Workers can take part in customer experience manager, ahead of seven rival entries, coalition of partners, and that’s Les Mills virtual group exercise said the classes are “ a great way including the Insight Show what Elevate is all about.” sessions in Bruntwood’s to bond with your colleagues 2017 and the Conference Elevate’s founder, Max Traff ord House offi ce and give you energy for your and Hospitality Show 2016. Quittenton, added: “Receiving building in Manchester. busy afternoon at work. According to its acclamation from event The building’s ground floor organisers, Elevate is industry professionals of has been renovated into a More: http://lei.sr/?a=5F9f4_H the “largest exhibition the highest level shows that focused on tackling phys- we have created something ical inactivity”, with more special and we can’t wait than 4,000 attendees, 143 to push the boundaries Two Rush Fitness gyms sold exhibitors and 209 speakers. even further next year.” The show originally Next year’s show will Celebrity personal trainer Mark Richard Proctor, Bay launched in Kensington take place at the ExCeL Anthony has sold two of his Rush Leisure chief executive, said: Olympia in 2016, but moved on 9-10 May 2018. Fitness clubs to Swansea-based “We’re delighted to acquire to the ExCeL London in 2017 leisure trust Bay Leisure Ltd in the Uxbridge and Southend to cope with higher demand. More: http://lei.sr/?a=g9U7S_H a £1.5m (US$2m, €1.7m) deal. clubs from Rush and look Bay Leisure, which also forward to making these into Over 4,000 delegates attended Elevate in May 2017 operates three gyms in Wales, successful Simply Gym sites.” has bought the Uxbridge and Mark Anthony, Rush Southend-on-Sea clubs and will Fitness chief executive, said: rebrand them ‘Simply Gym’. “We have hugely enjoyed The 14,000sq ft (1,300sq m) building the Rush Fitness Southend gym is a 24-hour facil- budget brand over the last ity, off ering cardio and strength four years and know that equipment, classes and a our Uxbridge and Southend spinning studio. The 19,000sq ft clubs will continue to develop (1,765sq m) Uxbridge gym is also further with Bay Leisure.” a 24-hr operation, off ering cardio and strength kit and classes. More: http://lei.sr/?a=B4P9A_H

18 healthclubmanagement.co.uk July 2017 ©Cybertrek 2017 Read stories in more detail at www.healthclubmanagement.co.uk Email: [email protected]

Boutique cycling concept One 10 opens in London

ycling studio One 10 has C launched in London’s Marylebone, off ering two classes under one roof: Paceline and Nirvana. One 10, named after the optimum RPM (revolutions per One 10 has been created by former minute) for indoor cycling, is 400m Olympic athlete Tim Benjamin a 5,000sq ft (465sq m) studio created by Tim Benjamin, with fun, high-energy “Cutting edge technology is former 400m Olympic body movements. at the heart of Technogym’s We are proud to power athlete and founder of gym Each class accommodates equipment, and we are One 10 with our Group franchise The Fitness Space. up to 30 people, lasts 45 proud to power One 10 with Cycle Connect solution Paceline is an intense per- minutes and costs £20 our Group Cycle Connect Steve Barton formance-based workout in (US$26.3, €22.4). The new solution to help create which each rider’s statistics are studio has partnered with a fully immersive digital tracked via a digital system. fi tness supplier Technogym. experience for participants.” Nirvana is an experience-driven Steve Barton, Technogym party ride. Playlists are matched UK managing director, said: More: http://lei.sr/?a=c9H2t_H

Physical activity guidance issued for pregnant women

xpectant mothers should – believed to be the fi rst of Eundertake 150 minutes its kind in the world. The of moderate physical recommendations aim to activity spread throughout reduce issues such as obesity, the week, according to diabetes and other health guidance released by UK concerns during pregnancy. Chief Medical Offi cers. Approximately one in The advice, issued as 20 women are recorded as an infographic, is aimed obese during pregnancy. at providing midwives, Key points in the guidance nurses, GPs, obstetricians, include: pregnant women Recommendations aim to reduce issues such as obesity, gynaecologists and the who are already active should diabetes and other health concerns during pregnancy industry with the latest be encouraged to maintain evidence on physical their physical activity levels; is an increased risk of falling, going; if it’s uncomfortable, activity during pregnancy. women may need to adapt trauma or high impact injuries. stop and seek advice from Northern Ireland Chief their activity throughout their Dr McBride said: “We your health professional.” Medical Offi cer, Dr Michael pregnancy; those who are not encourage pregnant women Research has shown exercising McBride, along with his active before pregnancy are to listen to their bodies during pregnancy can boost counterparts in England, advised to avoid intense exer- and adapt their exercise immunity and wellbeing. Scotland and Wales, have cise; pregnant women should accordingly. As a general jointly released the guidance avoid activities where there rule, if it feels pleasant, keep http://lei.sr/?a=C5T3S_H PHOTO: SHUTTERSTOCK.COM PHOTO:

©Cybertrek 2017 healthclubmanagement.co.uk August 2017 19 UK news

British Rowing launches online classes for gyms

ritish Rowing has Bexpanded its indoor rowing programme with the launch of two online videos; a 20-minute workout and a beginner’s guide covering technique. British Rowing wants to make the sport more accessible The move follows the success of British Rowing’s Go Row Indoor rowing classes for gyms. rowing workout videos available Olympic Champion Alex Gregory The online version of the we’ve created something that’s and teaches beginners basic We have created 20-minute class is aimed at easy to follow and helps gym indoor rowing techniques. something that’s easy health and fi tness enthusiasts members understand how to Rowbotham added: “Looking to follow and helps gym who want to incorporate use the machine to achieve ahead, we have plans to members understand indoor rowing into their gym results. Our 20-minute online develop additional class-based how to use the machine or home-gym routine. workout video is the fi rst of and online workouts aimed at Helen Rowbotham Helen Rowbotham, director of its kind in the world.” everyone, from beginners to innovation at British Rowing, said: The second online Go Row those at a performance level.” “We want to make indoor rowing Indoor video was developed more accessible. With few indoor in conjunction with double More: http://lei.sr/?a=R4y6B_H

Bodystreet to double UK Serco Leisure partners franchise sites with Lifetime Training

Lifetime Training has Courses off ered will focus on signed a deal to provide fi tness programmes, but front- level 2 and 3 apprenticeship of-house, sales and housekeeping programmes across Serco roles will also be supported. Leisure’s fi tness centres. Apprentices and their Serco, which operates more managers will be using than 60 UK facilities, hopes Lifetime Training’s tracking to enrol 150 employees onto app, giving everyone involved courses in the next 12 months, the opportunity to see exactly after it reviewed its provision where each learner is with Bodystreet launched in the UK in 2016 and has of apprenticeships. their apprenticeship. sites in Milton Keynes, Bristol and Swansea Jon Hymus, Serco Leisure commercial director, said: Electric muscle stimulation lessons, from £19.99 (US$26, “This is another really positive (EMS) franchise Bodystreet is €22.60) per session. move for Serco Leisure. We doubling its number of UK sites Bodystreet, which has want our employees to have to six, with new openings in more than 250 studios the best training and support Eltham, Birmingham and Gibraltar worldwide, was founded in available and we feel confi dent planned for later this year. Munich, Germany in 2007 and Lifetime can provide that.” Studios will be between 800- launched in the UK in 2016. 1,200sq ft (74-111sq m), off ering Jon Hymus, Serco Leisure More: http://lei.sr/?a=s7u3M_Hone-on-one or two-on-one More: http://lei.sr/?a=f5y6C_H

20 healthclubmanagement.co.uk August 2017 ©Cybertrek 2017

People news

Crabbe leaves Hilton eGym appoints European fter nearly eight years in the business as an operator director at Hilton, most recently and global brand leader to A Equipment and software as senior director of advise them on an interim basis global wellness, Ryan Crabbe to ensure they take a well- supplier eGym has appointed has left the company. considered approach. Eric Wenig to the position Crabbe is now undertaking an of European director, as its MBA at Georgetown University in UK head Jochen Michaelis Washington DC, and also plans to leaves the company. reignite the consulting practice Wenig, previously vice Eric Wenig he began 11 years ago. president at Nutanix, Hitachi, In 2006, Crabbe’s practice, and Hewlett-Packard, has Speaking on the appoint- Interim Spa Solutions, provided spent his career helping ment, Daniel Donhauser, advisory services for Ritz-Carlton, companies maximise eGym chief commercial Wynn Resorts and other opportunities offered by officer, said: “Eric brings hospitality companies. digital innovations. He will with him extensive expe- Crabbe‘s new practice, be responsible for driving rience and will continue Interim Wellness, will primarily eGym’s brand expansion to support eGym in its advise brands seeking I’ll leverage years in the across the continent. mission to challenge the way stronger strategies for their business as an operator eGym, which produces fitness is delivered, disrupt spa and fitness concepts. and global brand leader electric resistance machine markets and push the He said: “As more brands infuse Ryan Crabbe circuits, has a presence boundaries of possibility.” wellness DNA into their products in 13 European countries and culture, I’ll leverage years More: http://lei.sr?a=w2B9y_H as well as the US. More: http://lei.sr/?a=X5R8a_H

Matrix UK appoints new Rebecca Passmore joins marketing director Pure Gym

Matrix Fitness UK has was promoted to European ure Gym has appointed appointed Julian Taylor as its marketing manager, helping P Rebecca Passmore marketing director, replacing transform the company while as its director of Gemma Bonnett, who leaves also building the brand. operations, replacing Jacques the company after four years. Taylor has also worked for de Bruin, who leaves the Taylor started his career Performance Health Systems company after six years. at Star Trac in 2002, where as marketing director for UK Passmore joins the gym group he held various roles in sales and EMEA regions, working from DIY retailer Wickes, where and marketing. In 2012, he on the Power Plate brand. she has been store operations Matthew Pengelly, Matrix director since September 2015. Rebecca Passmore Fitness UK managing direc- The 35-year-old began tor, said: “Julian is a sales her career on Aldi’s graduate to the senior leadership team. and marketing leader with programme in 2002. Attracting someone of Rebecca’s the experience required On Passmore’s appointment, capability and extensive to drive Matrix to the next Humphrey Cobbold, Pure operational and business level. We welcome him Gym chief executive, said: “I leadership experience is a real to the Matrix team.” am delighted to announce validation of the strengths the appointment of Rebecca and prospects of Pure Gym.” Julian Taylor More: http://lei.sr/?a=b2k6H_H Passmore as director of operations and welcome her More: http://lei.sr/?a=d2Y4v_H

22 healthclubmanagement.co.uk August 2017 ©Cybertrek 2017 Regupol® everroll® gym fl ooring

The Shrewsbury Club, Shrewsbury, United Kingdom everroll® Gym Flooring – high quality fl oors for the diverse activity areas in fi tness centres. Elastic, robust, easy on joints, shock-resistant quick and simple to install and available in a wide range of colours and various thicknesses.

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©Cybertrek 2017 healthclubmanagement.co.uk August 2017 23 Tech news

Anytime Fitness launches ‘personal trainer in your pocket’

nytime Fitness has different workouts and launched a free over 2,700 exercises. Aapp that has been Available on iOS and Android integrated with devices, Anytime Workouts platforms MapMyFitness MVP allows users to set their goals and PumpOne’s FitnessBuilder while tracking progress through Plus, offering gym-goers a dashboard that measures club access to more than 1,100 visits, workouts completed, calories burned, steps taken, minutes active and other trackable achievements. Members can select a plan, choose a pre-made workout, or create their own, along with the Chuck Runyon believes smartphones are a vital fi tness tool tools to track their progress. Brett Edwards, Anytime giving them the tools and the Chuck Runyon, Anytime Fitness UK general know-how with a vast library Fitness chief executive, said: manager, said: “The average of workouts to choose from, as “The most important piece person knows under 50 well as guidance and support to of fitness equipment isn’t The average person exercises, so the launch achieve their goals.” found inside our clubs, it’s in knows under 50 of Anytime Workouts is a The integration of the pocket of nearly every exercises, so the launch real game-changer. MapMyFitness allows users member. They lift it more of Anytime Workouts is a “In developing Anytime to track their outdoor often than a fork.“ real game-changer. Workouts, our goal was to training and connect to Brett Edwards boost members’ confi dence by fitness trackers. More: http://lei.sr/?a=g9q7a_H

Adidas releases holistic women’s fitness app

Sports apparel giant Adidas has focused on movement, Stacey Burr is launched a 360-degree fi tness nutrition, mindset and rest. championing a holistic app in an eff ort to help women Vice president at Adidas Digital approach to fi tness turn exercise into a lifestyle. Sports Stacey Burr said: “With All Day was designed an experience powered by rich specifically for women scientifi c insight, the app makes seeking a holistic fitness fi t living more approachable, solution and provides users while still keeping it fun.” with recommendations Users of the software can access a library of programmes that demonstrate new ways to exercise, eat healthily and recover after a workout. All Day is currently available in the US and will be rolled out into other markets later this autumn. The app is available on iOS and Android devices More: http://lei.sr/?a=e6C4p_H

24 healthclubmanagement.co.uk August 2017 ©Cybertrek 2017 CLICKhttps://youtu.be/tCUWxP5gJ6g TO PLAY VIDEO THE FUTURE OF GROUP FITNESS, DELIVERED ON DEMAND

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GROUP™SURYLGHVDFFHVVWRWKHZRUOGÚVPRVWUHQRZQHG SURJUDPPLQJDQGUHFRJQLVHGFRQWHQWFUHDWRUVRQGHPDQG RU DW GHVLJQDWHG WLPHV VFKHGXOHG E\ WKH IDFLOLW\ &ODVVHV *(7,721 EURDGFDVWZLUHOHVVO\RQDQ\ODUJHIRUPDWYLGHRGLVSOD\ HQDEOLQJIDFLOLWLHVWRLQFUHDVHFODVVIUHTXHQF\IRUPDWDQG TXDOLW\Contact us today to get started! BUY 1, GET 1 FREE!

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ZZZ÷WQHVVRQGHPDQGFRXN | Events calendar

AUGUST

31 August – 2 September | IHRSA/Fitness Brasil Latin American Conference & Trade Show Transamerica Expo Center, São Paulo, Brazil

The 18th IHRSA/Fitness Brasil programme is designed for all types and sizes of clubs – from established clubs to those that are just starting out in the industry. The programme provides educational opportunities in a variety of interactive formats: traditional seminars, how-to sessions and best practice. ZZZLKUVDRUJʛWQHVVEUDVLO SEPTEMBER

7–9 | FIBO China Shanghai Convention & Exhibition Center of International Sourcing, China ,+56$%UDVLORʞHUVLQWHUDFWLYHHGXFDWLRQIRUPDWV

Integrating trade, education and experiences, FIBO CHINA is a professional trade and communication 12–13 | BP: Fitness Trade Show platform that attracts fi tness centre operators, personal NEC, Birmingham, UK trainers, sports medicine experts, physical therapists, hotels, investors, dealers, agents and more. Formerly LIW, BP: Fitness Trade Show will focus on delivering ZZZʛERFKLQDFQ an extensive exhibition with over 100 innovative brands that off er fi tness solutions to a wide variety of markets. CHARITY CHALLENGE ZZZERG\SRZHUH[SRES 16-17 September 2017 20–22 | Interbike Expo Rough Runner, London Mandalay Bay, Las Vegas, Nevada, US

Rough Runner is an obstacle course challenge, combining With hundreds of exhibitors on one floor, the annual Interbike distance running with a variety of obstacles along the way, International Bicycle Exposition is where the bicycle industry each inspired by game shows such as Total Wipeout, Takeshi’s gathers to celebrate, educate and conduct the business of cycling. Castle, Gladiators and Fun House. Expect sweeper arms, ZZZLQWHUELNHFRP giant pigeon battles, big balls and yes, the Travelator! Participants can choose from 5km, 10km or 15km dis- 26–29 | SIBEC North America tances. Registration starts at £51 or you can run for the Eau Palm Beach Resort & Spa, Palm Beach, Florida, US British Heart Foundation or a charity of your choice. www.roughrunner.com Major operators in the health, recreation, sports and fi tness organisations meet with leading executives from national and international supplier companies. CHARITY CHALLENGE 31 March - 15 April 2018 North Pole Challenge, North Pole

Embark on a once-in-a-lifetime trek to the top of the world. This challenge takes you over the dynamic polar ice cap. Skiing and sledging, you will be surrounded by breath- taking scenery and will overcome an ever-changing variety of obstacles, including pressure ridges up to 5m high. This is your chance to add your name to the short list of adventurers who have made the ultimate journey to the top of the world. Registration costs £5,000, with a balance of £28,000 due 17 weeks before departure. All money raised goes directly to Borne, a medical research charity that aims to identify the causes of premature birth. 5RXJK5XQQHUKDVNPNPDQGNPRSWLRQV ZZZFKDULW\FKDOOHQJHFRP

26 healthclubmanagement.co.uk August 2017 ©Cybertrek 2017

INTERVIEW ALUN PEACOCK

The MD of JD Gyms is taking the brand ‘from concept to roll-out’, powered by the financial weight of the JD Group. He talks to Kate Cracknell about creating a brand that isn’t just better, but totally diff erent

e’ve proved the model works,” says Alun Peacock in reference to the JD WGyms business – the premium low- cost gym brand he was brought in to launch under the umbrella of parent company and UHWDLOJLDQW-'6SRUWVLQȺ:HȷYHʛQHWXQHGWKH concept and have moved into the roll-out phase.” He takes a step back in his storytelling: “The JD business is very entrepreneurial and three years ago, having LGHQWLʛHGDQRSSRUWXQLW\LQWKHPDUNHWLWGHFLGHGWRWULDO a new gym concept and gauge the market’s response. “At that stage, we talked about proof of concept. The clubs had to make money in their own right, but we were relatively open-minded about the whole The JD Gyms club interiors take thing. We didn’t immediately set out with the goal inspiraton from modern retail design of opening hundreds of clubs. The aim was simply to test the concept with a view to creating a nice business that would complement the core brand and make some money for the shareholders. “There isn’t going to be a race towards a certain “And we’ve delivered on that. We’ve created a QXPEHURIVLWHV4XDOLW\LVPRUHLPSRUWDQWWKDQTXDQWLW\ complementary brand that further enhances JD brand for us. We will increase the number of openings year DZDUHQHVVDQGWKDWȷVYHU\SURʛWDEOHLQLWVRZQULJKWȲZHFDQ on year, but we’ll continue to grow in the same way we JHWDFOXEWRSURʛWDELOLW\YHU\TXLFNO\LQODUJHSDUWWKDQNVWR always have: sensible property deals in locations that our highly successful, data-driven pre-sales process. RʞHUORQJWHUPVXVWDLQDELOLW\IRUDVXFFHVVIXOEXVLQHVV “We now have the appetite to grow faster, and “Our steady rate of growth is also driven by the way with the JD brand behind us we’re well-resourced we do gyms: there’s an awful lot that goes into design. to do so. By the end of this year we’ll have 16 sites, Batley – the 10th and latest site, which opened on 16 June each at a fit-out cost of £1.5m–£2m, and we’ll – was two years in the making. That’s fairly exceptional, open another 10–12 next year. We’d even consider but it’s not unusual for us to take a year from viewing a DFTXLVLWLRQVLIWKHULJKWGHDOZHUHWRSUHVHQWLWVHOIȻ site to opening it. Every elevation, every material we use, we micro-manage that process. That’s more of a challenge Striking a balance as you ramp up, but we aren’t willing to compromise Yet in spite of the financial power that JD brings those standards – even when, as will be the case later this VHHȶ-'*URXSȷVDFTXLVLWLRQVȷS 3HDFRFNVWLOO year, we have a crowded club opening schedule. isn’t aiming for the sort of rapid growth we’ve seen “So that’s really our biggest challenge: ensuring we don’t from other low-cost operators. ORVHWKH-'*\PVȷTXDOLW\E\JURZLQJWRRTXLFNO\YHUVXV

28 healthclubmanagement.co.uk August 2017 ©Cybertrek 2017 QINTRODUCING ALUN PEACOCK

rofessional Rugby Union player turned P health club operator Alun Peacock made his name in the fi tness sector working for JJB Health Clubs. He was with that business from the outset, joining in 1997 to manage the fi rst JJB club and leaving the business in 2010 as operations director, looking after 68 sites. From there he set out on a venture with the owners of FX Leisure, to launch premium low-cost brand Gymbug. Following the successful opening of the fi rst site, Peacock got the opportunity to work with JD – a £3bn plc – to create JD Gyms.

We now have the appetite to grow faster. We’d even “ consider acquisitions if the right deal were to present itself using the resources we have at our disposal to grow this Ⱥ:HDOVRRʞHUHTXLSPHQW\RXZRQȷWʛQGLQRWKHU SURʛWDEOHEXVLQHVVLQDVXʡFLHQWO\VSHHG\PDQQHUȻ J\PVZHVRXUFHLWDOOWKURXJK)LWQHVV6\VWHPVDQGLW LVQȷWPDLQVWUHDPVWXʞ,WDOVRFDUULHVRXURZQEUDQGȲ An eye for design WKHLQGRRUF\FOLQJELNHVDUHDOOEUDQGHGȶ-'*\PVȷIRU 6RZKDWLVLWDERXWWKHGHVLJQWKDWPDNHV-'*\PV H[DPSOHȲEHFDXVHZHEHOLHYHWKLVKDVPRUHUHVRQDQFH VRVSHFLDO"Ⱥ:HȷYHVHWRXWQRWRQO\WREHEHWWHU ZLWKWKHFRQVXPHUWKDQDQ\RIWKHHTXLSPHQWEUDQGV WKDQRWKHUJ\PVEXWWREHWRWDOO\GLIIHUHQWIURP Ⱥ,WȷVDERXWFUHDWLQJDVSDFHWKDWZKHQ\RXZDONLQIHHOV RWKHUJ\PVȻ3HDFRFNH[SODLQV OLNHQRWKLQJ\RXȷYHVHHQEHIRUH2XUGHVLJQLVSURWHFWHG Ⱥ$ELJSDUWRIWKDWLQYROYHVZRUNLQJZLWKUHWDLO WKURXJKRXWWKH(8WRVDIHJXDUGWKDWSRLQWRIGLʞHUHQFHȻ GHVLJQHUVDQGVKRSʛWWHUVDVZHOODVJ\PGHVLJQHUV +HFRQWLQXHVȺ2XUPHPEHUVȷDYHUDJHDJHVLWVDW :HXVHPHWDOQHRQDORWRIWLPEHUȲPDWHULDOVWKH ȲVRZHȷUHDOVRDLPLQJWRFUHDWHHQYLURQPHQWV UHWDLOHUVW\SLFDOO\XVHȲWRFUHDWHDQDWPRVSKHUHWKDW WKDWSHRSOHKDYHDUHDOO\VWURQJRSLQLRQDERXW,KDYH PDNHVSHRSOHZDQWWRFRPHEDFN DWUHPHQGRXVDPRXQWRIUHVSHFWIRUWKHORZFRVW

©Cybertrek 2017 healthclubmanagement.co.uk August 2017 29 ALUN PEACOCK

RSHUDWRUVEXW,ʛQGWKHPERWKGLʡFXOWWRORYHDQGGLʡFXOW WRKDWH7KHUHȷVQRWPXFKWKDWVWDQGVRXWWRSDUWLFXODUO\ ORYHEXWHTXDOO\WKHUHȷVQRWKLQJVREDGWKDW\RXKDWHLW Ⱥ:LWKXVZHFUHDWHPXFKPRUHRIDQRSLQLRQ6RPH SHRSOHʛQGRXUHQYLURQPHQWWRRLQWHQVHȲRXUOLJKWLQJ RXUG«FRURXUPXVLFDQGDOVRRXUHWKRVRIZRUNLQJ KDUGZKLFKLVVXPPHGXSLQRXUVORJDQȶ)LWQHVV-XVW*RW 6HULRXVȷ(TXDOO\ZHJHWSHRSOHZKRORYHLWVRPXFKWKH\ ZDQWWRSRVWSKRWRJUDSKVRILWRQ,QVWDJUDP Ⱥ,QWKHHQGZHZDQWWRFUHDWHVRPHWKLQJWKDWPDNHVD VWURQJLPSUHVVLRQRQSHRSOHȲVRPHWKLQJ\RXFDQȷWLJQRUHȻ Creating USPs 7KLVDWWHQWLRQWRGHVLJQGHWDLOLVRQHRIWKHUHDVRQVZK\ -'*\PVGRHVQȷWIHHOWKHQHHGWRFRPSHWHRQSULFHDV 3HDFRFNFRQʛUPVȺ:HDUHQȷWWKHFKHDSHVWLQWRZQZH GRQȷWVHOOPHPEHUVKLSVIRUOHVVWKDQeDQ\PRUH DQGLQVRPHDUHDVLI\RXZDQWQRFRQWUDFWLWȷVeD PRQWK7KHUHȷVDOZD\VVRPHERG\ORZHUFRVWWKDQXVȻ %XWGHVLJQLVQȷWWKHRQO\IDFWRUWKDWDOORZV-'*\PVWR VWHSRXWRIWKHSULFHZDU7KHRSHUDWRUKDVDOVRWDNHQ WKHWLPHWRXQGHUVWDQGLWVDXGLHQFHDQGZKDWWKH\ZDQW IURPWKHLUJ\PDQGGHOLYHUVVWURQJO\LQWKHVHDUHDVWR HQVXUHIXUWKHU863VRYHUWKHFRPSHWLWLRQ 3HDFRFNH[SODLQVȺ:HFRQFHQWUDWHYHU\KHDYLO\RQ WZRDUHDVIUHHZHLJKWVDQGJURXSH[HUFLVH7KDWȷV 7KHUHȷVDVWURQJIRFXVRQIUHHZHLJKWDUHDVDWWKHFOXEV ZKHUHRXUPRUHGLVFHUQLQJPHPEHUVVLW Ⱥ)RUH[DPSOHZHʛQGWKDWPHPEHUVZKRXVHWKH IUHHZHLJKWVDUHDVNQRZZKDWWKH\ȷUHORRNLQJIRU 7KH\UHFRJQLVHTXDOLW\RIHTXLSPHQW7KH\XQGHUVWDQG The company floated on the stock ZKHUHERWWOHQHFNVZLOOW\SLFDOO\VLWVRWKH\DSSUHFLDWH WKHZD\ZHȷYHGHVLJQHGWKHDUHDDURXQGWKLV Ⱥ$QGWKHQLQWKHDUHDRIJURXSH[HUFLVHZHKDYHD market in 1996, and has since grown YHU\VWURQJRʞHULQJWKDWȷVLQFOXGHGLQWKHPHPEHUVKLS :HKDYHJUHDWVWXGLRVDQGDZLGHUDQJHRIFODVVHV from 56 stores to well over 800 EXWZHDOVRKDYHH[FHOOHQWLQVWUXFWRUV7KDWȷVNH\ EHFDXVHGHVLJQZLOORQO\JRVRIDULWZLOOJHWSHRSOH

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The average age of JD Gym members is 28-29

30 healthclubmanagement.co.uk August 2017 ©Cybertrek 2017 I spend a lot of time with our PTs. I tell them: ‘We’ll provide “ you with the facility; you provide us with the club.’ in, but it only takes a few weeks for members’ focus to shift to service standards and people, as well as factors like maintenance and cleanliness. You have to be ready to deliver in all those areas too.”

From ‘facility’ to ‘club’ He continues: “We also have new concepts such as JD Burn, which we originally launched in Wigan and Leeds late last year. It’s an organised HIIT class that’s designed to maximise the throughput of people and deliver results for everyone. “We’ve created a studio with lanes: at Wigan we have eight lanes, each of which can take six people – so 48 people in total – and each group of six moves through those eight zones. We do Burn 500, which is a 500-calorie workout, as well as the 1,000-calorie workout Burn 1000. “We knew a number of operators had an uphill VWUXJJOHWRJHWWKHLUJ\PʜRRUFODVVHVZRUNLQJEXW we felt we had a good model – and so it proved. Personal trainers play a key role at the clubs Our biggest challenge was managing expectations: LQWKHʛUVWZHHNZHZHUHJHWWLQJȲSHRSOHRQ the waiting lists. We now run about six classes a day, they always have waiting lists, and 80–90 per cent of “We run Burn with our personal trainers, which participants come back to do it again. gives them a fantastic springboard to meet members “Therefore, where space allows, we’ll always have and launch their business. That’s key for me, because -'%XUQ$W%DWOH\LWȷVLQDVSDFHRQWKHJ\PʜRRU looking after staff is so crucial to success. that looks like a New York street basketball court: “I spend a lot of time with our PTs talking about JUHHQDUWLʛFLDOWXUIDQGZKLWHOLQHVVXUURXQGHGE\ the ethos of the club and what we expect from them, black mesh. It has a very athletic feel to it – nothing but also what they can expect from us. OLNH\RXUW\SLFDOZRRGHQVSUXQJʜRRUDQGPLUURUV “If they feel that we aren’t getting things right, if It’s much more street than that, and people like it anything is slipping in terms of maintenance, then because they’re there to sweat and work hard. my door is open for them to come and tell me so.

©Cybertrek 2017 healthclubmanagement.co.uk August 2017 31 ALUN PEACOCK

$IWHUSURYLQJLWVʛWQHVV concept, JD is about to open its 11th gym site

WKDWZRUNHGIRUERWKEXWLWLVQȷWDSULRULW\ZLWKLQRXU The JD Group’s acquisitions include: roll-out and JD Gyms will continue to operate relatively autonomously within the broader JD Group.”

First Sport (2002), Allsports (2005) Building a fan base So the next wave of development will, it seems, Go Outdoors (2016), Scotts (2004) be standalone clubs, rolling out the now-proven concept that started life three years ago. 7KDWVDLG3HDFRFNDGPLWVKHLVȺOLNHHYHU\RQHHOVH Chausport in France (2009) ZDWFKLQJWKHERXWLTXHPRGHOȻ+HDGGVȺ:HGRQȷW VHHLWDVDWKUHDWRUFRPSHWLWLRQDVLWȷVYHU\GLʞHUHQW Champion Sports in Ireland (2011) from what we do and I’m yet to see evidence of a nationwide scaleable model in the UK, but there are a couple of people who’ve tried it outside of Blacks Leisure Group (2012) London. We’ll watch and see how it goes.” 6RZKDWPLJKWD-'ERXWLTXHORRNOLNH"0LJKWZHVHH standalone JD Burn studios on high streets any time VRRQ,DVN"3HDFRFNODXJKVȺ7KDWȷVDJRRGLGHDȻKHVD\V I tell them: ‘We will provide you with the facility; you Ⱥ,WKLQNLWȷVZRUWKVD\LQJWKRXJKWKDWZHȷUHDOUHDG\ provide us with the club.’” giving that level of training free of charge within our clubs. You’re right that we could have charged for it: Fitness meets retail WKHWKURXJKSXWRISHRSOHZRXOGKDYHEHHQVLJQLʛFDQWO\ Having now proven its concept, JD Gyms is on the verge lower, but the revenues would have been nice. of launching its 11th site – this time with a new model. “But for us it’s all about exceeding expectations. We 6HWWRRSHQLQ6DOIRUGQH[WPRQWKLWZLOOEH-'ȷVʛUVW want to build a large and loyal fan base: people who pay us FRPELQHGUHWDLODQGʛWQHVVVLWH7KHOLNHVRI':KDYH month after month after month and who tell other people done this for years – so why hasn’t JD done it before, KRZZRQGHUIXO-'*\PVLV7KDWȷVWKHELJSLFWXUHIRUXVȻO DQGZKDWKDVVSDUNHGWKHGHFLVLRQQRZ" “It’s entirely to do with the Salford site. I’d love to be able to tell you it’s some strategic move beyond ABOUT THE AUTHOR WKDWEXWYHU\VLPSO\ZHIRXQGDVSDFHWKDWZRUNVIRU -'IURPDUHWDLOSHUVSHFWLYHDQGZRUNVIRU-'*\PV Kate Cracknell is the former IURPDJ\PSHUVSHFWLYHȻVD\V3HDFRFN editor and now editor-at-large of Ⱥ7KDWȷVTXLWHXQXVXDODVRXUUHTXLUHPHQWVDUH Health Club Management. JHQHUDOO\YHU\GLʞHUHQWVRWKLVLVE\QRPHDQVWKHVWDUW Follow her on Twitter of a widescale roll-out of a retail/gym hybrid. We’d @healthclubkate ORRNWRGRLWDJDLQLIDQRWKHURSSRUWXQLW\FDPHDORQJ

32 healthclubmanagement.co.uk August 2017 ©Cybertrek 2017 PREMIUM QUALITY SURFACING SOLUTIONS for indoor & outdoor facilities

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+44 (0) 1706 260 220 &NBJM [email protected] 8FC www.TVS-Group.co.uk www.TVS-Group.co.uk TALKING POINT AHEAD OF THE GAME

With online streaming bringing high quality fitness classes into the home, Kath Hudson explores if the health and fitness industry is at risk of losing ground to the home gym

s digital technology grows PTs are now widely available to all, and WKHPZRUWKWKHWLPHHʞRUWDQGFRVW increasingly sophisticated, high- RIWHQDWDQDʞRUGDEOHSULFH,QWKHIDFHRI IRUWKHPDMRULW\RISHRSOH"'RHVWKH TXDOLW\ʛWQHVVHTXLSPHQWDQG VXFKRʞHULQJVJ\PVQHHGWRPDNHVXUH answer lie with the expertise available, H[SHUWLVHDUHQRORQJHUOLPLWHG WKHLUSRLQWRIGLʞHUHQWLDWLRQLVVWURQJ the personal attention, the social WRWKHJ\P,QVWHDGIXQFWLRQDO HQRXJKWRVWRSSHRSOHVWD\LQJDWKRPH DVSHFWRUVRPHWKLQJHOVH" NLWOLYHFODVVVWUHDPLQJ WRZRUNRXWUDWKHUWKDQYLVLWLQJWKHJ\P :HDVNʛYHLQGXVWU\H[SHUWVZKDW Atraining apps, downloadable :KDWFDQJ\PVGRWRPDNHVXUH J\PRSHUDWRUVQHHGWRGRWRHʞHFWLYHO\ SURJUDPPHVDQGHYHQYLUWXD, WKH\ȷUHRʞHULQJVRPHWKLQJWKDWPDNHV ZDUGRʞWKHWKUHDWRIWKHKRPHJ\P

Dave Long Orangetheory Fitness: CEO

People are starting to consume ʛWQHVVGLʞHUHQWO\7KH\ȷUHQRORQJHU Orangetheory’s technology assists members with home exercise MXVWJRLQJWRJRWRDELJER[J\PEXW DUHLQVWHDGORRNLQJDWJHWWLQJGLʞHUHQW VHUYLFHVIURPGLʞHUHQWSODFHV MXVWSDUWRIWKHʛWQHVVSX]]OHSHRSOHDUH $W2UDQJHWKHRU\)LWQHVVZHȷUH :KHQZHLQLWLDOO\RSHQHGZHGLGQȷ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ven if home gym usage goes up, we don’t think ZHGRQȷWEHOLHYH\RXFDQUHSOLFDWHWKH RXWRIKRPHH[SHULHQFHDWKRPHEHFDXVH it’s a big threat. It’s just part of the fi tness puzzle WKHUHLVWKHFRPPXQLW\IDFWRUDQGVRFLDO people are putting together and any opportunity IDFWRURIFOXEV(YHQLIKRPHJ\PXVDJH JRHVXSZHGRQȷWWKLQNLWȷVDELJWKUHDW,WȷV to get them exercising is good news – Dave Long

34 healthclubmanagement.co.uk August 2017 ©Cybertrek 2017 2XWGRRUHYHQWVKDYHKHOSHGLQFUHDVHWKHGHPDQGIRUJ\PWUDLQLQJ

Michelle Dand The trend at the moment David Lloyd Leisure: group health DQGʛWQHVVPDQDJHU is for group activities, like Spartan and parkrun, where people come Clubs need to know what they together. Gyms could are representing and ensure they make this clear to their audience. At help their members David Lloyd Leisure (DLL), we have positioned ourselves as a type of prepare for these events lifestyle. Members can spend all day at – Michelle Dand our clubs, playing tennis and hanging out as a family, in comfortable and welcoming surroundings. homes than previous generations. create experiences and environments Home exercising has been around People want a social experience and that members simply can’t get for years, but more people are like group workouts and camaraderie. elsewhere. Clubs must also continue members of gyms than ever before The trend at the moment is for group being innovative with their products because they want the experience activities, like Spartan and parkrun, and classes. They must offer a blend they can’t get at home in front of the where people come together. Gyms of on-line and off-line experiences, TV. I’ve got a Wattbike at home, with could play a big role in helping their so that their members have all the a specific training programme, which I members prepare for these events. tools they need to work outside the do because I need to, but I still go to a Providing motivation to exercise is four walls. Joining on-line with off- group class for the social experience. key to keeping people coming back, as line services will also help to create Millennials want experience even it’s hard to motivate yourself at home. more opportunities for clubs to really more so, and are less tied to their In order to do this, clubs need to connect with their members.

©Cybertrek 2017 healthclubmanagement.co.uk August 2017 35 TALKING POINT

7KLUG6SDFHRʞHUVDVRFLDOHGXFDWLRQDODQGLQVSLUDWLRQDOHQYLURQPHQW

Colin Waggett It is hard to sustain The Third Space: chief executive the habit at home, and what the health

Exercising at home isn’t new, it has and fi tness industry just evolved from a Rosemary Conley can do is provide the fitness video to a kettlebell workout. The issue has never been centred on motivation, inspiration having the opportunity to exercise, and expertise it has been having the motivation, inspiration and expertise to exercise. – Colin Waggett It’s hard to sustain the habit at home, and what the health and lives and we want to see more of that. and inspirational experience: people fitness industry can do is provide the More and more, we’re seeing members want to be part of something. motivation, inspiration and expertise. at Third Space adopt a portfolio Clubs should provide an interesting Research shows that working out at DSSURDFKWRWKHLUʛWQHVVDQGFOXEV environment that people want to be in, home complements working out at the need to be the anchor. They need to the best classes and the best trainers, club, so we encourage it. If people have strive to educate and inspire. play great music, have an ever evolving a wearable device it means they have :KDWWKHEHVWFOXEVFDQRʞHUZKLFK programme, be welcoming and inclusive woven exercise and activity into their the home can’t, is a social, educational of all, and also really, really clean.

36 healthclubmanagement.co.uk August 2017 ©Cybertrek 2017 Rod Hill TRIB3: director of Europe

The industry has been built on the recurring revenue model, which worked for a time: investors quite liked it because money was guaranteed. However, this made the industry a bit lazy: there wasn’t a focus on customer service, lots of people weren’t getting value for money and so this eventually became a big barrier to joining. Gyms must create an experience that people both desire and value 7KHKHDOWKDQGʛWQHVVLQGXVWU\GRHV KDYHDJUHDWH[SHULHQFHWRRʞHUZKLFK its customers value, but the service must H[SHULHQFHV$ʞRUGDELOLW\GRHVQȷWDOZD\V improve. Operators need to give their come into it – people prefer to spend customers a great time, while getting their hard earned cash and time on an results, so they want to come back. Most experience they deem worth having. operators are not giving their members The industry has to create an any feedback or engaging with them. experience that people both desire With the pay-as-you-go model the and value, adopting a retail mindset boutiques are using, you have to earn and considering everything about the every repeat visit, so customer service customer journey: the ambience, the becomes paramount. This model is smell, the lighting, the music, the appealing to a broader market, especially shampoo, gels, and the shakes at the to consumers who travel frequently juice bar. It’s all about the customer and RUZDQWWRPL[DQGPDWFKWKHLUʛWQHVV everything must be focused on that end.

Operators need to be giving their customers a great time, while getting results, so they want to come back. Most operators are not giving their members any feedback or engaging with them – Rod Hill

Chris Grimwood LQYHVWHGeLQDJ\PUHʛWXVLQJ their biometrics, such as weight, height, Stoke Nayland Golf and Leisure: Technogym’s premium Artis range, resting heart rate, blood pressure, body fat leisure club manager along with My Wellness Cloud to track percentage and water percentage, which exercise data both inside and outside of we use as a benchmark later down the the gym, which we can monitor in club. line on their wellness journey. We then Having a wide range of various member talk to them about their goals and build A few years ago I went to a seminar touch points is also important for giving an aspiration map, which looks at the on Les Mills On Demand and felt members the contact and attention motivators that will keep them on track, as concerned that members would start needed to keep them engaged. When well as the inhibitors that may derail them. doing Body Pump in their lounge. But people join our club, we take a range of Six weeks later we check back in that didn’t happen because while on- with them to see how they’re getting demand services provide a great exercise on and at week 16 we go through option, users working out at home don’t their biometrics again and update their get the experience, buzz or level of programme. We keep repeating this cycle tuition they get in a class. We’re actually and have found it’s a successful pathway ʛQGLQJWKDW'9'VDQGVWUHDPLQJFDQEH for engaging and retaining our members. DJRRGLQWURGXFWLRQWRʛWQHVVWKDWIHHGV Our constant investment in our SHRSOHLQWRRXUFOXEDVWKHLUFRQʛGHQFH facility means that it sells itself, but with increases. People get into home exercise, a fairly high price point for our area, we but then grow out of this experience and IRFXVRXUHʞRUWVRQUHWHQWLRQWKURXJK want to join a health club. providing excellent customer service, At our club we have made expert top of the range facilities and equipment, advice and the best equipment our DQGDZLGHUDQJHRIIDQWDVWLFʛWQHVV USPs. For example, we have recently classes for our members to enjoy. O

DVDs and streaming can be a good introduction to fi tness that feeds people into our club as their confi dence increases. People get into home exercise, but then grow out of this experience and want to join a health club – Chris Grimwood

©Cybertrek 2017 healthclubmanagement.co.uk August 2017 37 A LEGEND PROMOTION

LEGEND AND SERCO A TEN-YEAR EVOLUTION The leisure client and software provider who became long-term technology and business partners

hen Serco Leisure Limited set out to replace its front of house software 10 years ago, they embarked upon Wa journey that fundamentally transformed the way the business operates. Moving from a manual legacy system with limited functionality and almost no data reporting capabilities, was the beginning of a technology-led revolution that has created DKLJKO\HʡFLHQWRUJDQLVDWLRQWKDWWUXO\ SXWVWKHFXVWRPHUʛUVW FROM FRONT OF HOUSE TO MOBILE APP 6HUFRZDVWKHʛUVW8.RSHUDWRUWRRʞHUGHGLFDWHGPRELOHERRNLQJV When Chris Puszczynski-Phelps (management information manager), a Self-service smartphone & mobile app joined Serco in 2007 increasing systems a Legend’s Direct Debit BACS Bureau HʡFLHQF\DQGVWUHDPOLQLQJSURFHVVHVZDV - running all subscriptions on Serco’s crucial. Puszczynski-Phelps says: “From a behalf; managing Serco’s subscription technology perspective, the business was forecasting, collection performance not operating at the forefront of what was and credit control possible. We knew we could do so much a Legend Leisure Services - hosting PRUHZLWKLPSURYHGZRUNʜRZVIUHHLQJ all of Serco’s websites and online up internal resources. It was evident that services which are directly integrated technology would be an enabler, facilitating with their front of house systems data visibility throughout the business and a Legend Facilities Maintenance improving our service to our local authority tablet enabling instant automated clients and the communities they serve.” contractor communication, individual Serco selected Legend Club task setting, live incident reporting Management Systems’ software (Legend) and powerful alerting to replace the legacy front of house a Legend PowerHouse Energy system and to establish a single, central The changes Legend Management database for all customer and membership a KPI reporting, targeting and alerting information. Puszczynski-Phelps says: “The enabled were huge. Legend and Serco are currently changes Legend enabled were huge. In working together rolling out new event nine months, we reduced mountains of It was a real management software, which incorporates paperwork and wasted man days from sports camps, conference bookings, hotel manually capturing member details, and accommodation and weddings, all within found we could automate as much as we game-changer the same data environment. wanted to. It was a real game-changer.” Chris Puszczynski-Phelps, Today Legend products and services EVOLUTION THROUGH employed by Serco include: Serco COLLABORATION a Online customer portal including Puszczynski-Phelps explains: “Initially a bookings, membership, registrations, number of things needed changing and it ticketing, online payments and online was about streamlining processes, which debt administration was hugely successful. Reporting and usability

38 healthclubmanagement.co.uk August 2017 ©Cybertrek 2017 of the software were important as well, and these elements have evolved over the years. “Online booking was introduced in 2008. It was a relatively straightforward process that we worked closely with Legend to improve year on year until it was a very advanced solution that drove up bookings. In 2012, we released the PRELOHERRNLQJVDSSDQGZHUHWKHʛUVW RSHUDWRULQWKH8.WRRʞHUDGHGLFDWHG mobile experience for booking classes. It’s been hugely successful for us; it’s easily the quickest way to book and is extremely popular. In our busier leisure sites, over 2QOLQHWLFNHWLQJIXQFWLRQDOLW\LVXVHGIRURXWGRRURʞHUVOLNHPLQLJROI 90% of our classes are booked online, and of those, at least 60% have gone through mobile. It’s much more customer-friendly, /HJHQGKDVDOORZHG6HUFRWRH[SDQGLWVDFWLYLW\RʞHUVEH\RQGWKHJ\P but also gives us a huge saving at the front GHVNLQWHUPVRIWKHWLPHVWDʞVSHQGGHDOLQJ with transactional items. It frees up time for the really value-add customer interactions.” Serco and Legend have also introduced online ticketing for non-members for activities like swimming, white-water rafting, mini golf and outdoor activities. “Legend functionality has allowed us to successfully and economically diversify our community services outside of the traditional gym, into facilities that include white water rafting, adventure areas and high ropes – all from a single central platform.” REPORTING AND BUSINESS INTELLIGENCE Legend’s data services and enterprise reporting tools have provided Serco with a competitive advantage. Legend’s Reporting and Business Intelligence functionality have which we were then able to rectify. We Puszczynski-Phelps says: “Most other enabled Serco to put data at the heart of its UHFRJQLVHGWKHFRQʛJXUDWLRQVSUHVHQWHG providers sell you their product, and might decision-making, from both strategic decisions an opportunity for improvement. By release a new version sometime down the to real time interventions, as the system understanding our global information, we've line. With Legend, it’s a unique relationship drives action based on daily targets and goals. been able to really focus on both quality between vendor and customer. Legend “Legend allows us to better understand and consistency for our customers.” releases new enhancements every our data.” Puszczynski-Phelps says: “We've Serco’s return on investment was six weeks which are driven by us and built multiple customised dashboard particularly noticeable with insights RWKHUFXVWRPHUVVRWKDWDOOEHQHʛW solutions that are aligned with our own facilitated by Legend’s PowerHouse Energy from a continuously improving solution. business KPIs and operational needs, Management Solution. Serco has been Collaboration means you’re not standing which has enabled us to standardise data able to reduce its carbon footprint by 29% still, you’re driving progress for the whole IRUGLʞHUHQWPDQDJHUVDFURVVWKHEXVLQHVV and achieved annual cost savings in excess industry. Legend are not just suppliers, “With Legend the information of £1 million. Legend’s outsourced BACS they are partners in our business. management system is fully integrated so Bureau helped the organisation improve “It’s hard to quantify the value of Legend data is available at the press of a button. its Direct Debit collection to 98.8% an to Serco; it’s part of almost everything we It’s clearly visualised so instead of having uplift of 3.9% on a like-for-like basis. do. I couldn’t imagine not having Legend to compare spreadsheets, our MD can “Over the years our partnership has because there isn’t another product that analyse a graph, easily identify trends and LGHQWLʛHGNH\EXVLQHVVSHUIRUPDQFHLQGLFDWRUV does all the things we want it to." view period-on-period comparisons at a for which Legend has built automated glance, saving time and providing clarity." reports and dashboards to further hone our Legend reporting has helped Serco HʡFLHQF\DQGFXVWRPHUVHUYLFH VKDUSHQLWVSURGXFWDQGVHUYLFHRʞHULQJ Puszczynski-Phelps explains: “Whilst each VALUE ADD RIRXUFRQWUDFWVKDVʜH[LELOLW\WRFUHDWH Together, Legend and Serco have moved the TEL: 01904 529 575 their own price schemes based on local needle of software functionality from basic needs, the system highlighted a loss of front of house to a full business solution that EMAIL: [email protected] consistency in product and price points is continuously being improved. WEB: www.legendware.co.uk

©Cybertrek 2017 healthclubmanagement.co.uk August 2017 39 INDUSTRY TRENDS GROWTH OPPORTUNITY

A new UK private health and fi tness club report shows the market is poised for continued growth, but retention rates remain a problem. Mintel’s senior leisure analyst Helen Fricker explains

A sociable gym environment is essential for consistent member retention Image courtesy of The Gym Group.

40 healthclubmanagement.co.uk August 2017 ©Cybertrek 2017 £3.1bn Estimated UK health and fi tness sector revenue for 2017 £3.9bn Projected UK health and fi tness sector revenue in 2022

rowth in the private health club market is strong and steady. It’s estimated that the sector will generate £3.1bn in total revenue this year, ULVLQJWReEQE\7KLVLVWKHNH\ʛQGLQJ of the Mintel UK Health and Fitness Club Report G 2017, which also shows that private club sites and member numbers are rising. According to Mintel data, approximately 5.7 million Brits will hold a gym membership in 2017, and this will rise to reach 7 million E\%XWWKHUHLVVWLOOPXFKURRPIRUWKHVHʛJXUHV to increase, as many operators’ member numbers currently fall below the expected average per site.

BOOSTING RETENTION RATES While private health club membership numbers are growing, operators still face the challenges of previous years. Member retention is a longstanding issue: clubs lose around 50 per cent of their members each year. Results from a survey of 708 actual and potential gym users show that 47 per cent would consider cancelling their memberships because of alternative exercise services. Fortunately, technology can minimise cancellations by making the gym experience more enjoyable and rewarding, but operators must work to provide a service that members can’t get from exercising alone or by going elsewhere. The increasing presence of virtual reality (VR), immersive experiences and video-on-demand (VOD) is RQHZD\KHDOWKDQGʛWQHVVFOXEVFDQDFKLHYHWKLVJRDO Mintel data shows that 44 per cent of UK consumers ZKRXVHRUZRXOGFRQVLGHUXVLQJKHDOWKDQGʛWQHVVFOXEV say they would take part in a VR class while at the gym. These technologies allow operators to provide content in multiple locations at once, while freeing up LQVWUXFWRUV)URPDPHPEHUSHUVSHFWLYH92'ʛWQHVV can be accessed anywhere and at any time – eliminating the need to be at a gym at a certain time, or at all. Apps DQGRQOLQHFKDQQHOVDOVRRʞHURSHUDWRUVDZD\WRKHOS PHPEHUVDFFHVV92'ʛWQHVVFODVVHVDWKRPHRUDZD\.

©Cybertrek 2017 healthclubmanagement.co.uk August 2017 41 INDUSTRY TRENDS

MARKET VALUE MEMBERS

4bn 7m 6m 3bn 5m 4m

2bn n

3m o l l 2m b b

1bn m 6 1m 5 5 7 £2.66 billion billion £3.1 billion £3.9 million £5.34 million £5.69 million£7.0 2012 2017 2022 2012 2017 2022 Private Clubs

MEMBER INTERACTION 2017 With a clear correlation between the size of a gym Research by The Retention People has shown that UK Revenue and Net Promoter Score (NPS), large traditional a friendly environment is important for member gyms need to follow the lead of smaller studios – retention. Gym-goers who have made a friend at treating their members in a personalised manner. their gym in the last three months are 40 per £2.42 billion Technology today can provide receptionists cent less likely to cancel their membership (membership/joining fees) and PTs with a wealth of member information than those who haven’t. But it is not just that can be used to improve customer interaction with other gym members that  experience. For example, software for improves retention. Further research £682 million VHQGLQJ37VDQRWLʛFDWLRQZKHQRQHRI by The Retention People found that (misc sales) their clients enters the building now exists. almost half of UK gym members say 7KLVPHDQVWKDWUHFHSWLRQVWDʞRU37V they regularly experience an annoying = should always be on hand to welcome ‘hassle’ at the gym, and the biggest hassle customers arriving at the club by name – UHSRUWHGLVVWDʞZKRGRQȷWVSHDNWRWKHP even in facilities with PIN or card entry. 7KHERXWLTXHʛWQHVVVHFWRULVJURZLQJ £3.13.1bnb ,QVKRUWWKHSULYDWHKHDOWKDQGʛWQHVVFOXE rapidly and this is because these studios give market is in a highly favourable position, and the consumers something they fail to get from QH[WʛYH\HDUVORRNVHWWRSURYLGHIXUWKHUJURZWK KHDOWKDQGʛWQHVVFOXEV3ULFHLVFOHDUO\QRWDQLVVXH opportunities. While the increased popularity of the for these consumers as boutique studio classes typically low-cost sector has driven much of the growth seen in recent FRVWDURXQGeSHUVHVVLRQ0LQWHOȷVUHSRUWʛQGLQJV years, premium clubs are also well-positioned to tap into the suggest it is a sense of community and belonging that keeps market-wide growth. They can do so by investing in their sites people hooked on these classes, in addition to the diverse to ensure they deliver the service features that health club users DQGRIWHQXQLTXHH[HUFLVHPHWKRGVRQRʞHU believe are necessary for their custom and loyalty. O

GET THE REPORT HEALTH AND FITNESS CLUBS ABOUT THE AUTHOR UK, JUL7 2017

The Mintel Health and Fitness Club UK - Helen Fricker is the senior leisure July 2017 report is available at: analyst at Mintel. Her experience http://store.mintel.com/health-and-fitness- spans retail, transportation and, clubs-uk-july-2017 most recently, health and fitness. NEXT f

Correction: This article was amended on October 3, 2017. The original version made reference to two statistics which were taken from research conducted for (by) The Retention People and not by Mintel, as implied by Mintel, who were authors of the article. The statistics were drawn from two White Papers, both of which are available for download from The Retention People’s website: ˬ Making Friends Reduces Risk of Cancellation - http://bit.ly/2xOaICB ˬRI0HPEHUV5HSRUW)UHTXHQW+DVVOHVDQGWKH%LJJHVW+DVVOHLV6WDʞ1RW6SHDNLQJWR7KHP - http://bit.ly/2xVCblc

42 healthclubmanagement.co.uk August 2017 ©Cybertrek 2017 INTEGRITY SERIES THE BEST... JUST GOT BETTER.

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© 2017 Life Fitness, a division of Brunswick Corporation. All rights reserved. Life Fitness and Hammer Strength are registered trademarks of Brunswick Corporation. HILARY & ROBERT ROWLAND Founded in 2011, Boom Cycle was one of the pioneers of the UK boutique fitness scene. Its founders talk to Kate Cracknell about the ups and downs of the journey so far

44 INTERVIEW

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What led you to create your own cycling studio in London? We certainly hadn’t set out to HR: Before Boom Cycle, I worked as a model and that “ own our own business and brought me to London over a decade ago. At that time, only a handful of gyms had indoor cycling classes, and clean its toilets, but that’s where we they were nothing like the classes I used to take in the 86ZKHUH,ȷPRULJLQDOO\IURP7KDWZDVZKHQ,ʛUVW found ourselves – Robert Rowland considered starting my own indoor cycling gym. But I was still modelling at the time and knew I was travelling too much to successfully start and run a business. But then I met my now husband and business partner You opened the fi rst Boom Cycle in east – the British entrepreneur Robert Rowland – and decided London in 2011 – but it wasn’t all plain WRVWD\LQWKH8.SHUPDQHQWO\,WPHDQW,ʛQDOO\KDGWKH sailing. Tell us more… opportunity to turn my cycling studio daydream into a reality. HR: When Boom Cycle Shoreditch opened, it was the first large-scale, indoor cycling-focused Robert, how did you go about turning boutique studio in the UK. It took a few months to Hilary’s daydream into a reality? educate and build the market, but once we did, it RR::KHQZHʛUVWVWDUWHGGLVFXVVLQJWKHLGHD was well received by the press and the public. It was Hilary was viewing the studio essentially as a hobby. something totally different and people were excited. However, as we began to develop the business model, RR: But we hit a stumbling block when, just a month ZHUHDOLVHGWKHUHZDVDVLJQLʛFDQWRSSRUWXQLW\ȲQRW after opening the first club, our investor went into just to create something other people might want, but administration. It came completely out of the blue: WRDOVRFKDQJHWKHZD\SHRSOHLQWHUDFWHGZLWKʛWQHVV the main backer of the fund was facing extradition :KDW,PHDQE\WKDWLVWKDWZHVHWRXWWRPDNHʛWQHVV for crimes outside the UK, so they felt it best to IXQȲQRORQJHUDFKRUHWKDWSHRSOHKDGWRWLFNRʞWKH close the fund. It all came as quite a surprise to us! to-do list, but rather something they looked forward to We’d been planning to roll out the concept with their as the highlight of their day. We wanted to show people ongoing support, so clearly this was a big blow. But we WKDWʛWQHVVGLGQȷWKDYHWREHDVWULFWVHULRXVDʞDLU just said to ourselves: ‘Well, this is the position we’re in – It’s so important to have a strong vision like that we’re going to have to get ourselves out of it.’ behind your brand. To succeed in the long term, We hadn’t set out to own our own business and clean its there has to be a point to what you’re doing: a toilets, but that’s where we found ourselves: switching from sustainable and practical reason for your business to the role of receptionist to cleaner, marketing department exist. There’s no point setting out with a shiny brand to CEO from one second to the next. We had many times if you don’t have a clue what the point behind it is. when we thought we were weeks from closing the doors.

©Cybertrek 2017 healthclubmanagement.co.uk August 2017 45 BOOM CYCLE

We set out to make fi tness “ fun. We wanted to show people it didn’t have to be a strict, serious affair – Robert Rowland

We had a year of working like that, and it took several years to really feel that we had a stable business. However, quitting or folding was simply never an option in our minds. So what happened next? RR: Once our first cycling studio was on an even keel and performing well, we once again began looking at the possible expansion options. We’d been having ongoing conversations with Oakley Capital, but we’d always been too small for them. However, when we went back to them in 2013, they had just launched a new fund: Pembroke VCT. Pembroke already had a strong investment portfolio in the wellness sector, including Plenish Juice, KX Gym and Sourced Market. It was a clear match for both of us. In addition, I think Pembroke saw that we’d created a clear and achievable blueprint for a successful, expandable business – a great product with an experienced team who were capable of growing Boom Cycle to many more sites across London and the UK. Boosted by the funding from Pembroke, we opened our second location in Holborn at the end of January 2014. Our third studio opened in Hammersmith in July, and our fourth – Battersea – will open soon. We secured an additional £2.1m in funding from 7KHFRXSOHVHHKXJHSRVVLELOLWLHVIRU%RRP&\FOH Pembroke VCT and Prism Finance in June of this year, to drive our next phase of growth. You now have four studios. How has the %RRP&\FOHRʞHUVFXVWRPHUVDOLIHVW\OHH[SHULHQFH model evolved since 2011? HR: Massively! While our overall goal for the business and what we’re trying to do has never changed, the route to how we achieve that has. For example, about three years DJRZHVLPSOLʛHGWKHSULFLQJLPSURYHGPDUNHWLQJDQG communications, and focused on consistency of rides across all sites, plus we added hand weights to workouts in 2015. RR: As a result of this work in 2015, we grew 100 per cent in a single year. Since then, we’ve continued to go from strength to strength. HR: At our two new London locations – Hammersmith and Battersea Power Station – we’ve tweaked the model again. These sites are much bigger than any of our previous studios. We have larger, standalone recovery shake bar DUHDVDPXFKODUJHUUHWDLORʞHULQJDQGPRUHFKLOORXWVSDFH for our riders to sit and enjoy the venues – but also to work, with charging points for phones and laptops. Will you launch more studios? HR: We’re planning to open more in London, but also nationally. We’ll probably look to expand beyond London by the time we get to studio number six or seven. For now, though, we’re focused on getting Hammersmith and Battersea up and running – to

46 healthclubmanagement.co.uk August 2017 ©Cybertrek 2017 The brand hopes to expand beyond its London cycle studios

pushing at boundaries. We welcome them all, because We’ll probably look to expand there will always be lessons to learn – things you might “ beyond London by the time be able to do better within your own business. The key is to stay true to your own vision. The minute you start we get to studio number six changing your vision in response to your competition, you lose your clarity of message and become disingenuous. or seven – Hilary Rowland There’s a question mark over how profi table many of the boutiques actually are. Is Boom Cycle turning a profi t? make sure we’re delivering the proper Boom HR:$OORXUVLWHVPDNHDKHDOWK\SURʛWPDUJLQ2EYLRXVO\ Cycle experience in each and every ride, before when you go through periods of expansion there are large steaming ahead with lots of new sites. costs associated with that, but we always make sure we’re We get almost weekly requests for licensing or getting that return – otherwise what’s the point? franchising overseas, but we’re focused on the UK for now. If you were starting out now, would you do What, in your opinion, is the future of the anything differently? London boutique market? HR: If we were starting out now, we would never be RR: It’ll be Boom-ing (I had to!) There’s been a seismic able to do it the way we did. The barrier to entry is and fundamental shift in people’s behaviour and focus much higher and so is the customer expectation. Anyone over the last couple of years. Consumers now spend coming in now will need to have somehow absorbed all PRQH\RQOLIHVW\OHH[SHULHQFHVVXFKDVERXWLTXHʛWQHVV the lessons we learned the hard way in order to compete. and meals out, and less on possessions. This is a trend But as far as the model goes, yes, we would. The that shows little sign of slowing down. sector is still young and has a long way to go. It’s a HR: We still see huge opportunities for Boom Cycle. really exciting place to be right now. 7KHUHDUHPDQ\ZKRRʞHULQGRRUF\FOLQJDORQJVLGHRWKHU disciplines, but very few indoor cycling-only specialists. What would you say is the secret of Boom’s success? How important is it to keep evolving to HR: Never giving up is one. Another is our strong brand stay ahead of the latest new launch? YDOXHVWKDWUXQWKURXJKHYHU\DVSHFWRIWKHRʞHULQJO HR: A lot of businesses out there latch onto fads. It’s the companies that keep it authentic that drive the boutique segment. There’s a lot to be said for sticking ABOUT THE AUTHOR to your guns and being yourself, rather than reacting to what your competitors are doing. I don’t think a lot of people really understand what it Kate Cracknell is the former takes to make it work. We’ve considered every aspect editor and now editor-at-large of of the customer experience, from the website, to Health Club Management. how they feel when they walk in the door, to the ride Follow her on Twitter itself. Every aspect is done with intention. @healthclubkate RR: Competitors will come along, trying new things and

©Cybertrek 2017 healthclubmanagement.co.uk August 2017 47 A MIHA BODYTEC PROMOTION Setting up shop with EMS

$ VKRSLQVKRS (06PRGHORʞHUVDʞRUGDEOHVWDUWXSFRVWV DQGKXJHSRWHQWLDOWRLPSURYH\RXUKHDOWKFOXESURʛWVVD\V EMS operator Thomas Kammerling

he fitness industry has changed fundamentally in recent years. Above all this is due to an oversupply and T price decline of the ‘fitness’ offer by discount giants. If, as a health club operator, you do not refine and enhance your brand, you'll probably not be able to survive the next few years. For many clubs, the concept of EMS personal training could provide an important lifeline with potential for huge market growth and a chance for service and price differentiation targeted at specific customer segments. The EMS concept has been proven to deliver quality and time-efficient personal training, making it accessible to a broader customer demographic. In Germany, EMS continues its positive development and increasingly skims a significant part of the classic fitness market. Here we discuss the specific advantages of integrating EMS into your existing facilities as a 'shop-in-shop' system. You do not need many EMS FXVWRPHUVWRFUHDWHKLJKSURʛW Is it enough to let the EMS personal training take place in the training area? The answer to this is ‘no’, as the experience of numerous and high esteem that is typically expected by EMS club operators as well as the world market leader for EMS customers, you need to build it up by separating it training – miha bodytec clearly shows. You should avoid spatially and giving it a high-quality look and feel. mixing EMS personal training with conventional PT as this In comparison to typical health club fees, EMS may deter the prospect and blur the line between two customers are willing to pay more than twice as much very different service categories. for a weekly 20-minute EMS session in a 1:2 personal The experience regarding the drop-out and fluctuation training scenario. So these clients deserves a luxury rate of EMS clients shows that the member attrition rate training space. Compare it to a hotel room: the luxury of the shop-in-shop system is far lower than conventional suite costs twice as much per night, and as a guest models, usually with a fluctuation rate of less than 10%. you should be able to feel that difference! This is why the 'shop-in-shop' system works so Can I use my course training room for EMS? well. It's even advisable to give your EMS personal At first, this may appear to be a viable solution, but it's training its own brand name. The key point is that not advisable if you want to have lasting economic success you increase the exclusivity of this service and clearly with EMS training. If you want to create the added value separate and elevate it from the rest of the company.

With EMS training you can appeal to a whole new target group and gain a lot more interest in your club

48 healthclubmanagement.co.uk August 2017 ©Cybertrek 2017 Outstanding customer experience through personal training

PHOTO: SHUTTERSTOCK.COM PHOTO: Rodo lor audit et mos nost soluptiis rae nis sere

Do I cannibalise my existing health club mem- What are the advantages and synergies offered bers by adding an EMS shop-in-shop system? by the integration of the shop-in-shop system? Experience shows otherwise. Your EMS personal training You''ll see the great benefit of this system by being able should focus on attracting people who have not yet found to reach the EMS target group because of the clear their way into your club, or who are former members separation from the rest of your club – while still fully ZKR GTXLWWKHLUFODVVLFʛWQHVVWUDLQLQJGXHWRODFNRIWLPH exploiting the great synergies that enable you to integrate or motivation, or because they did not achieve their goals. the EMS concept into your existing business. Imagine if you could reach out to previous customers and re- These synergies begin, for example, with the enormous enrol them into your new EMS training club by overcoming cost advantages compared to a ‘stand-alone’ boutique- the typical cancellation arguments of ‘too little time’? studio with regard to rent, personnel procurement as well as sales opportunities. However, the most interesting benefits come in the form of additional sales potentials for your existing health and fitness club. Through EMS personal training you now appeal to a whole new target group and, of course, gain a lot more interest in your club. All your new EMS personal training clients also have family, friends and acquaintances, who represent potential EMS customers or fitness club customers. Added to this are revenues from the supplementary sale of nutritional concepts, supplements and similar benefits.

What do I need for a functioning shop? You need the basics, which is two EMS devices, a room design of around 40 sqm as well as trained employees. The acquisition costs are manageable and far more favourable than any electronic circuit concept in the industry. However, the low acquisition costs do not mean that EMS personal training will become a big seller in your area by itself. For WKDW\RXQHHGZRUNLQJVWUXFWXUHVDQGSURFHGXUHVIRU\RXU employees in order to win EMS customers, be successful DQGDFKLHYHPD[LPXPSURʛWDELOLW\

TEL: +44 (0)208 068 0780 EMAIL: Quick results: EMS is perfect for time-poor clients [email protected] WEB: www.miha-bodytec.com

©Cybertrek 2017 healthclubmanagement.co.uk August 2017 49 ASK AN EXPERT FITTER WITH AGE

While some people above 70 are active on a daily basis, others struggle to walk unaided. With such a wide range of abilities among this age group, Kath Hudson asks the industry’s experts: how should clubs engage with older adults? PHOTO: DANIEL KARMANN/DPA_PRESS ASSOCIATION DANIEL PHOTO:

50 healthclubmanagement.co.uk August 2017 ©Cybertrek 2017 Taster sessions can be useful in attracting older members

For those who don’t exercise, the challenge will be getting them into your club in the first place. Anything gyms can do to lower the initial barriers would be helpful Dr Stephan Bandelow Loughborough University: senior lecturer in psychology

There is good evidence to that the later they leave it now recommended that people have slower recovery prove that regular physical the less likely people are to older people complete two times and are prone to activity can help ward off a change their habits. strength training sessions inflammation. However, they number of old age conditions, A recently each week. Also, some do not need to be treated with including dementia, diabetes announced of those 150 minutes kid gloves: many 80-year- and cardiovascular disease, change in should be at a olds run marathons. as well as giving the direct advice from vigorous intensity. For those who don’t exercise, benefits of making people more the World Any health the main challenge will be strong and physically able. Health conditions getting them into your club in Although the data shows Organization, should be taken the first place. Anything gyms that everyone can benefit is that in into consideration can do to lower the starting from exercise, even if they addition to the when working with this point and initial barriers don’t pick it up until later in 150 minutes of moderate demographic and it must would be helpful, such as life, evidence also suggests exercise each week, it is be remembered that older holding taster sessions.

Kristoff er Sjoberg Research shows that the older you get, Activage: development manager the heavier you have to lift, so we do

To engage with this If people are new to pretty hard strength training with older adults demographic, you need to exercise, you need to start ensure the barriers to very lightly. For anyone who entry are low. As has been inactive for experience, while they are walkers, but within a few we're specifically more than a couple trying to form the habit. months they don’t need them targeting older of months, it will Research shows that the anymore. We make them people, we take a while for older you get, the heavier you stand unaided during the designed our their joints and have to lift, so we do pretty exercises, but ensure they club with this ligaments to adjust. hard strength training with have something to grab if in mind and The longer they've older adults. You need to be they lose their balance. you enter into a been inactive the aware of injuries and illnesses Finally, to successfully lounge area. This slower you need to and supervise them carefully work with older people, immediately makes take it. Initially, with our new to know how hard to push them. you have to be genuinely people feel comfortable and members, we focus less Balance training is another interested in them and really changes their perceptions on the work and more on area of focus. Many clients good at taking the time to about what a health club is like. creating a positive feeling and come to us with canes and explain the exercises.

©Cybertrek 2017 healthclubmanagement.co.uk August 2017 51 ASK AN EXPERT

Seniors may need medical clearance before starting a an exercise programme

This trust is all important – they don’t like change, and will generally miss a session if their PT is on holiday, rather than work with another one Harkirat Mahal Motivate PT: founder

We're seeing an upsurge in their homes. I’ve arrived at Exercise programmes than the physical, so they interest from elderly people people’s houses and they’ve need to be incredibly tailored, won’t always remember the for our PT services. been in their pyjamas, because age means nothing. I last session, or the exercises. Sometimes it’s so I’ve had to have some 70-year-olds who Research has shown that because their coax them to can train like they’re 50 and working on coordination can health-conscious, get dressed and others who struggle to get improve memory, as can 40-something engage in the out of a chair. However, this is incorporating light weights. children have session. You not a “give me 10 more” type got in touch cannot take this of client, and you have to be GREAT OUTDOORS asking us to work personally. Being mindful about not pushing I bring an element of with their parent(s). a senior fitness PT beyond comfort levels. repetition into sessions to Sometimes it’s because requires persistence, When taking on a new see if they can remember as individuals realise they're patience and maturity. client, it’s very important to what to do themselves. Be getting to the end of their life, do a thorough consultation prepared to write down their they start to value their health GOOD RAPPORT and all the common sense homework, to help them recall more and want to improve it. We usually find that once checks, like blood pressure. the exercises. It’s also good Working with this people have gotten through If you're unsure about to design exercises which demographic is incredibly the first eight weeks, they're something, such as a recent can be incorporated into rewarding, but has its own enjoying it and have built a operation, or if they're being their everyday lives, such as challenges, as not all older rapport with their trainer. vague, don’t be embarrassed practising squatting as they get clients enjoy changing This trust is all important – to ask for a doctor’s note in and out of chairs. their habits. Sometimes they don’t like change, and before they get started. Getting them outside is great older clients suff er from will generally miss a session With older people, too: some of them don’t go out depression, loneliness and if their PT is on holiday, rather sometimes the mental much and a walk provides the lack the confidence to leave than work with another one. deterioration can be faster chance to have a friendly chat.

52 healthclubmanagement.co.uk August 2017 ©Cybertrek 2017 Nam, nectem hill abore seque aut faccat volo rios

For seniors, 150 minutes of moderate-intensity activity per week is recommended

Colin Milner Work on power and balance is International Council on Active Ageing: CEO important, as power means they can Responding to this time, getting them to the move faster, which means less risk of falls demographic is tough and recommended 150 minutes a requires a strategy: it’s week might be intimidating, about inclusion in so you need to help which appeals to this might need to spend part of terms of the facility, them build up to demographic, so when an the session in a chair, but the service and – and ideally get older member comes in, the aim needs to be to get them programming. beyond – that. instructor needs to find out to stand up for increasing Each individual Work on power what they aspire to and then amounts of time. Like anyone over 65 will and balance is design a programme which else, they need programmes be diff erent, so important, as will help them to achieve that. to improve their stamina, every programme power means they strength, power and flexibility has to be tailored. can move faster, PUSHING HARDER and they need progression. The key point is to base the which means less risk of The biggest misconception Going forward, personal programme on where they falls. Also, the use of HIIT for about this demographic is training will become precision are now, making it fun and training older adults is fast that they can’t work hard. training, with technology enjoyable, with challenges becoming popular. Like anyone else, when you allowing trainers to give based on their capabilities. It's important not to put push them hard, they don’t precise advice, while wearables For someone who has people in a box. There isn’t die, they get stronger, fitter will start to give people more been sedentary for a long a particular type of exercise and more independent. Some real time feedback. O

WHO PHYSICAL ACTIVITY GUIDELINES FOR OLDER ADULTS

QOlder adults should do at least 150 minutes of moderate- QOlder adults with poor mobility should perform physical intensity or 75 minutes of vigorous-intensity aerobic activity to enhance balance and prevent falls on three or physical activity throughout the week more days per week QAerobic activity should be done in bouts of at least 10 minutes QMuscle-strengthening activities, involving major muscle QFor additional health benefits, older adults should groups, should be done on two or more days a week increase their moderate-intensity aerobic physical activity QWhen older adults cannot do the recommended amounts to 300 minutes per week, or engage in 150 minutes of of physical activity due to health conditions, they should be vigorous-intensity aerobic physical activity per week as physically active as their abilities and conditions allow

©Cybertrek 2017 healthclubmanagement.co.uk August 2017 53 triyoga started life as a small startup and has grown to be a world class operation off ering hundreds of classes a week in a range of yoga and related disciplines. The company also off ers teacher training, retreats and holidays. We talk to the founder JONATHAN SATTIN

What were the main aims when you opened triyoga in 2000? The triyoga approach We wanted to make the highest quality of authentic yoga accessible – in a non-preachy way – by creating an yoga & lifestyle centres of excellence HQYLURQPHQWLQZKLFKHYHU\RQHIHOWFRPIRUWDEOHRʞHULQJD broad choice of styles, taught by the best teachers. We now triyoga is one of London’s leading destinations ® RʞHU\RJDSLODWHVEDUUH*\URWRQLF therapy and treatments. for yoga, pilates and treatments. The company opened its first centre in Camden in 2000 and Have your aims changed? has grown to include four locations in Camden, 1RRXUSULQFLSOHVRIRʞHULQJDWRSTXDOLW\H[SHULHQFHDUHVWLOOWKH Chelsea, Soho and Covent Garden, with a fifth VDPHDQGZHȷYHVWD\HGWUXHWRWKHROGYDOXHV$VZHȷYHH[SDQGHG opening in Shoreditch this autumn. triyoga is ZHȷYHWULHGWRJHWEHWWHUDQGLPSURYHWKHVHUYLFHDQGRʞHULQJ$V recognised for working with leading teachers ZHRSHQHGPRUHVWXGLRVZHGLGQȷWZDQWWRMXVWUHSOLFDWHRXUʛUVW and therapists from around the world. As centres studio, in Camden, (London) but to create new amazing spaces of excellence, they provide the highest quality and programmes that get better each time. classes in tranquil spaces complete with lifestyle shops and organic cafés. The yoga class schedule Why did you choose your subsequent offers over 500 classes per week – in addition locations in London? to inspiring and innovative workshops, courses 7KHVHFRQGVLWHRSHQHGLQ&RYHQW*DUGHQLQWKHQ and teacher training programmes – with a broad 6RKRLQDQG&KHOVHDLQ7KHVLWHVZHUHQȷWFKRVHQ range of authentic yoga styles that makes the VFLHQWLʛFDOO\EXWEHFDXVHZHKDGDVHQVHWKH\ZRXOGZRUN practice accessible for everyone, whatever their 6RKRZDVLQDPDLQO\EXVLQHVVGLVWULFWVRRʞHUHGD age, physical ability, experience or goals. GLʞHUHQWPDUNHWWRRXURULJLQDO&DPGHQVLWHZKLFKZDV

54 healthclubmanagement.co.uk August 2017 ©Cybertrek 2017 INTERVIEW

TRIYOGA FACTS

O Number of classes a week: 500 O Number of teachers trained: 500 O Number of individual studios: 4 WUL\RJDRʞHUVPDQ\GLʞHUHQW W\SHVRI\RJDLQFOXGLQJLWV RZQVW\OHRIKRW\RJD

You have to look after your clients and really care about “ them. That’s not just a line, you genuinely have to care

residential. As a result, we changed our schedules, and for the ʛUVWQLQH\HDUVRQO\RʞHUHGZRUNVKRSVDQGWUDLQLQJGXULQJ WKHZHHN,QZHH[SDQGHGWKHVLWHZLWKDQRWKHUVWXGLR DQGUHDOLVHGWKHUHZDVDPDUNHWWRVXSSRUWZHHNHQGFODVVHV

:LOO\RXHYHUH[SDQGEH\RQG/RQGRQ" ,WKLQNZHFRXOGEXWZHȷUHPRUHOLNHO\WRIRFXVRXUHʞRUWV RQ/RQGRQIRUWKHWLPHEHLQJ6WXGLRVQHHGWREHLQDQDUHD ZKHUH\RXFDQJHWVXʡFLHQWQXPEHUVRIH[FHOOHQWWHDFKHUV ZLWKRXWWKHEHVWWHDFKHUVEHDXWLIXOVWXGLRVDUHPHDQLQJOHVV

:KDWGR\RXORRNIRULQDWHDFKHU" WHAT’S ON OFFER AT TRIYOGA :HZDQWVRPHRQHVSHFLDOZKRFRPELQHVWHFKQLFDO NQRZOHGJHZLWKWKHDELOLW\WRLQVSLUHSHRSOHWRSUDFWLVH O Yoga O Inner Axis 7KH\PXVWQȷWEHDQDXWRPDWRQ,OLNHWHDFKHUVZKRKDYH O Pilates O Meditation and WHDFKHUVWKHPVHOYHVEHFDXVHWKHUHȷVVRPHWKLQJKXPEOLQJ O Treatments mindfulness DERXWEHLQJDVWXGHQW$VDEDVLFUXOHRXUWHDFKHUV O Barre O Kids + teens yoga QHHGWRKDYHDPLQLPXPRIILYH\HDUVȷH[SHULHQFH:H O Teacher training O Pre + postnatal ODXQFKHGRXURZQWHDFKHUWUDLQLQJFRXUVHLQ O Courses + workshops O Lifestyle + O Gyrotonic Method wellbeing shops :KDWH[FLWLQJWUHQGVDUH\RXFXUUHQWO\VHHLQJ" O Hot yoga O Organic cafés 7KHPDUNHWLVEURDGHQLQJWREULQJLQPRUHPLQG ERG\GLVFLSOLQHVDQGDZLGHUDXGLHQFH)RUH[DPSOHDW

©Cybertrek 2017 healthclubmanagement.co.uk August 2017 55 JONATHAN SATTIN

triyoga clients often choose to combine dynamic classes with restorative classes

triyoga we now have a large programme based around meditation to meet the growing demand. Yoga for children is also an exciting trend: we were the first yoga centre to offer kids classes, and we now run kids and teen yoga classes at all our studios and are working to connect with local schools. One of our current focuses is to attract more men and we’ve launched a brilliant programme, called Inner Axis by Max Strom, which is a mix of tai chi, yoga and breathwork. It’s all about creating balance and is very accessible – you can do it in jeans. We also run a yoga for sports programme, which includes football, tennis, golf, skiing and running and has been successful in attracting more men, but is not exclusively for men. Also, it’s good to see people now finding a balance in their practise: doing a dynamic class, such as Ashtanga, and balancing it with a restorative class. What do you think about the way things have morphed over the years, with classes like Silent Disco Yoga and HIIT yoga? I think you have to accept that things always grow and change, while trying to check what’s really real and what’s not. Some of the new styles are not for me, WUL\RJDȷVʛIWKFHQWUHZLOORSHQWKLVDXWXPQ but if somebody gets something out of them, that’s

56 healthclubmanagement.co.uk August 2017 ©Cybertrek 2017 Incredible full-body workouts all in a 43” tube. Who said programming can’t be convenient?

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TRIYOGA TEACHER TRAINING

Two year triyoga teacher training diploma A 390 hour programme covering asana, pranayama, meditation, philosophy, anatomy and physiology. Accredited by the British Wheel of Yoga, Yoga Alliance Professionals (UK) and Yoga Alliance US. Students graduate with a 200 hour certifi cation enabling them to teach their own yoga classes.

triyoga advanced teacher training Launched in April 2017, this is a brand new 20 month programme for yoga teachers who have previously completed a 200 hour training. This advanced training is registered at the 300 hour level with Yoga Alliance (US) and accredited by Yoga Alliance Professionals.

Teaching intensives A yearly programme of CPD courses and workshops, including postnatal, pregnancy, teaching yoga to children, teaching one- to-one, Vinyasa fl ow, Ashtanga yoga, restorative, triyoga hot and more. WUL\RJDRʞHUVWZROHYHOVRI\RJDWHDFKHUWUDLQLQJ

great. Initially, I didn’t think hot yoga was authentic, have to look after your clients and really care about them. but eventually I became convinced and now we That’s not just a line, you genuinely have to care. offer our own style of hot yoga. What other kinds of revenue streams have What have been the most important lessons you created? you’ve learned? All our sites have treatment rooms as well as shops and To keep your values and invest in the right people – we’re FDI«VRʞHULQJPDLQO\KHDOWK\RSWLRQVȲZHGRDJUHDW lucky enough to still have some of our original teachers. You beetroot cake in Camden! We also run triyoga urban retreats in London and triyoga holidays abroad.

ABOUT INNER AXIS WELLBEING How have you embraced technology? When we started out we were largely tech free – we used Max Strom’s interdisciplinary system, Inner Axis, to hand out stones instead of receipts, which customers deals directly with sleeplessness, stress gave to the teacher to show they’d paid! These days, and anxiety and produces a level customers can book classes online via our website. of fitness that makes you Our most revolutionising use of technology has feel better, sleep better and, been the infra-red heating system for the yoga studio, therefore, function at a higher so we can offer hot yoga. It heats the body, not the level in your relationships room, so you don’t walk into a wall of heat. and in your life-work. Will you embrace live streaming or virtual? Inner Axis incorporates breath-based yoga movement I’m a bit old fashioned in that I like going to a class. I never and mindfulness, and every really enjoyed yoga via video, although I do think there is a SODFHIRUWHDFKLQJWKURXJKGLʞHUHQWPHGLXPV Max Strom class offers several levels to accommodate your capacity. As a result of its success across :KDWDGYLFHGR\RXKDYHIRUKHDOWKDQGʛWQHVV the world, Inner Axis is now being adopted by FOXERSHUDWRUVZKRDUHORRNLQJWRRʞHUPLQG body classes? corporations as a sustainable wellness programme. Benefi ts include better sleep, and stress and It’s like anything, if you’re going to do it, do it well, anxiety reduction. It also helps people to focus otherwise don’t do it at all. their mind, work more effi ciently, have better What’s next for triyoga? relationships and feel more healthy and fi t. Do better. Serve better. Do more. O

58 healthclubmanagement.co.uk August 2017 ©Cybertrek 2017 DDIVE INNTO THE WORLD OF MIHA BODYTEC

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VLJOGP!NJIBCPEZUFDDPN www.miha-bodytec.com TECHNOLOGY SHAPE OF THE FUTURE

Mirrors and scales can be dispiriting for those starting a fitness regime. But with body scanning off ering a realistic picture of how the body changes with exercise, Kath Hudson investigates if this technology could be a key retention tool

ost people take out a gym membership full of enthusiasm and good intentions. However, Mthose trying to slim down or bulk up can quickly lose heart and stop going to the gym if the scales fail to move noticeably after a few workouts. As such, body composition scanning could be a game changer for gym-goers and owners – improving both customer results and retention. These scanners, which are now both affordable for clubs and easy to use, give a true 360 degree, 3D visual of the body, inside and out. They show how hydration levels affect weight and when fat is giving way to muscle, even if the mirrors and scales aren’t reflecting this yet – providing the type of motivation people need to keep coming back to the gym. “Most people start by saying they want to lose weight, when they really mean they want to lose body fat, so to train really hard for three months and maintain a similar weight can be very demotivating,” says boditrax co-founder, Nick Stillman. “Body composition scanning allows operators to not only prove the efficacy of their advice and facilities, but also allows members to see that real change is happening and that they are achieving their goals – you just can’t see that level of detail on the scales or in the mirror.” Styku scanner US health club, Bode Central, is an early adopter of users are given a the technology, investing in an Accuniq analyser in order 360 degree view to differentiate itself. “Right away the members loved it

For those trying to lose weight, the results are uplifting, “ as they show how muscle mass has improved. It keeps members inspired by seeing positives straight away Glenn Gajeski, Bode Central

60 healthclubmanagement.co.uk August 2017 ©Cybertrek 2017 Body scanners can be used as a valuable secondary revenue stream, or included in a premium membership as they received information that was specific and every new member who joins, as a way to increase uptake relevant to them, showing levels of fat, muscle and for our body transformation programmes,” he says. water,” says treasurer, Glenn Gajeski. “For those trying “It has enabled us to differentiate our business from other to lose weight, the results are uplifting, as they show operators and champion the knowledge and expertise of our how muscle mass has improved. It keeps members exercise professionals. It has proved to be a fast, effective inspired by seeing positives straight away.” and unobtrusive way of collecting consistent and valuable The information provided by the scanners also allows data, which is tracked over four to 12 weeks.” PTs and instructors to be more precise in their Those clubs using scanners report that they are very popular programming, which further improves results and among members. After trialling boditrax scanners in eight clubs therefore motivation. It also creates a natural way for in September 2015, David Lloyd Leisure now has more than instructors and PTs to keep checking in with members. 100 monitors across its UK and European estate, and it includes The West Wood Club in Dublin is in the early stages of the service as a standard part of member programmes. implementing a Styku unit into its programmes. Gym “Due to the popularity among members and trainers, a manager Nick Whiteway says the members love it. “We decision was made very quickly to roll out boditrax to all decided to purchase a scanner to make our assessments as of our clubs during 2016,” says Michelle Dand, group accurate and consistent as possible. Working in conjunction health and fitness manager at David Lloyd Leisure. “Users with our personal trainers’ knowledge, skills and sensitivity, it love the fact they can get 14 different body statistics offers a timescale on losing a chosen amount of body fat.” within just 30 seconds, which can then be tracked and reviewed either immediately on the monitor, online via MARKETING HOOK our members’ area or via our David Lloyd boditrax app, It’s still early days for this technology, so investing in a with goal setting and activity tracking also available.” scanner could act as a marketing hook, making your club Each scanner varies slightly in how it works, but all are stand out from the crowd. Offering scans to prospects non-invasive, don’t need the user to undress, and take looking around the club, or to people at an open day, could less than a minute to capture the image. The Accuniq be the clincher for a new membership. By showing countless scanner, for example, involves standing barefoot circumference measurements, profiles, silhouettes and cross on some scales and holding two handsets. sections of the body, the scans often serve as a call to action. Bodygee takes a completely different approach, as it They can be used either as a secondary revenue stream, or doesn’t sell the hardware, but utilises an iPad RGB the service can be included in a premium membership, which camera to create the photo-realistic surface of the body. means most clubs are seeing a swift return on investment. It takes approximately 30 seconds to walk around the Owner of 3-1-5 Health Club in Lancaster, Sean Thornton, individual to capture the image and then the software says the club saw a return on investment just 12 weeks after analyses the recorded information, and makes it available buying a Styku scanner. “We're using it as a gateway tool for to the user via a website or an app.

©Cybertrek 2017 healthclubmanagement.co.uk August 2017 61 TECHNOLOGY

Owner of ROPE Strength & Athletic in Bern, Switzerland, Fabian Seiler, says that integrating the Bodygee 3d body tracking solution into the health club’s eight week training programme has allowed him to create a win-win situation: “We've been able to increase the price of the programme and make each customer more profitable, at the same time as giving them a better service. Members have been delighted with their body transformations.” HEALTHCARE APPLICATION Going forward, bodyscanning may be adopted by mainstream health care providers, as they can be used to identify a person’s risk of obesity-related diseases. A study by the University of California suggests that body composition analysis could have a place in mainstream healthcare, as body composition measurements, such as waist circumference and visceral fat, are better predictors of obesity-related diseases and mortality than BMI. Indeed, one local authority client of boditrax is already set to receive a gold standard accreditation from the World Health Organization for using their body scanner Many clubs report seeing a swift ROI from their scanner to track and evidence results in its large-scale obesity management programme. O

THE COSTS

̈The Accuniq range, set to ̈Bodygee is an affordable solution, as be launched this month into it doesn’t sell hardware. The 3d sensor the UK, by Derwent for the iPad costs €490 (£444) and the Healthcare, starts at just package starts at €79 (£72) per month, under £5000, plus VAT, rising with the price depending on the club to just over £10,000 plus VAT. size, number of features and number of As the equipment is designed 3d scans and analyses per month. to be maintenance free, there are no service costs.

̇Styku, by React Fitness, ̇boditrax packages start costs £10,500 + VAT for all at £2,995, rising to £14,995, the hardware (turntable, which includes a two year 3D camera and tower, unlimited use licence, laptop computer), software software upgrades, package, pre-installed integrations, support, permanent licence, service and secure hosting. unlimited free software After the initial period it is updates, warranty, delivery, then £3.25 per day (or less training and on-going with an enterprise licence) support. There are no for the same package. Lease ongoing subscription or options are also available licence fees. from £245pcm. Most suppliers offer outright purchase, lease agreements and interest free credit

62 healthclubmanagement.co.uk August 2017 ©Cybertrek 2017

A BRITISH GAS PROMOTION

GAINING POWER

As large consumers of power, how can sport and leisure operators buy wisely, manage their consumption and even generate their own energy on-site? Phil Bryant of British Gas explains

What are the key factors that identify consumption trends and recommend nearly 60 per cent. With a large proportion energy procurement managers areas where savings can be made. RIHQHUJ\H[SHQVHVEHLQJLQFXUUHGEHWZHHQ should be considering today, Thirdly, we can help identify what 4-7pm, the way to avoid these costs is to and how can British Gas help? options and assets are available for on-site not use energy from the grid. At British Gas Business we encourage generation, helping businesses avoid costs Clearly these are peak times for leisure businesses to consider ‘three pillars’ when it at peak periods and even generate income. operators so shutting down is not an FRPHVWRWKHLUHQHUJ\VXSSO\7KHʛUVWVWHS option, but by utilising technology from is to help them review what supply product What does British Gas Business a Distributed Energy (DE) solution, the they are on and to buy more wisely. see as the main energy challenges costs can be avoided. Some of our customers like to see for leisure operators? This is through solutions such how the market changes, and buy when Operators should ensure as combined heat and power it’s favourable. Others like the security of their energy strategy allows (CHP), allowing electricity EXGJHWLQJIRUDʛ[HGSULFHIRUWKHORQJHU them options on how to and heat to be generated term. Fortunately, at British Gas Business, purchase their energy and on site with the use RXUUDQJHRIWDULʞVVXLWVERWKVWUDWHJLHV monitor usage. of a gas intake boiler. )L[HGSULFHFRQWUDFWVIRUXSWRʛYH\HDUV Non-commodity costs Electricity can also be KHOSEXVLQHVVHVEXGJHWZKLOHʜH[LEOH currently make up around SURGXFHGDWGLʞHUHQW contracts give them more control over half of a business’s energy times, charged to an their energy spend. Some prefer a hybrid bill, and industry forecasts on-site battery, and then model with our blended contracts. suggest this could increase to discharged during peak hours. Secondly, operators need the right tools to help them use energy more wisely. Access to reliable consumption We can help identify what options and and invoicing data is incredibly important when making decisions about their estate. assets are available for on-site energy $OORXUEXVLQHVVVXSSO\FRQWUDFWVRʞHUWKH generation, helping businesses avoid costs option for automatic meter reading and an online energy management portal. at peak periods and even generate income Using insights gained from intelligent data PRQLWRULQJZHXVHOLYHGHPDQGSURʛOHVWR Phil Bryant, British Gas

64 healthclubmanagement.co.uk August 2017 ©Cybertrek 2017 Cloud-based analytics and wireless sensor technology can help operators identify LQHʡFLHQWHQHUJ\DSSOLDQFHV

Can you explain more about the Distributed Energy concept and why it’s important for businesses? Distributed Energy represents a shift away from the traditional model of large power stations feeding electricity into the National Grid and on to local distribution networks. It’s a world where smaller generation sites join forces with battery VWRUDJHHQHUJ\HʡFLHQF\DQGVPDUW customers to obtain valuable insight into credentials and therefore their brand building management systems, all managed their energy usage – beyond the meter reputation. By embracing the future from a single energy control centre. consumption and down to appliance level. world now, exploring the wider energy The concept can apply to both multi- It’s managed online or through mobile strategy around DE and adopting some site businesses and single site operators apps, and provides real-time energy usage of the technologies, they will be able to within the corporate energy sector, so data on circuits or elements of buildings state their CSR credentials in this space it’s extremely relevant for the leisure and HJFHUWDLQʜRRUVRUURRPV and their support for the UK energy health club sectors. It will enable operators to identify infrastructure long term. Our aim is to help businesses and LQHʡFLHQWHTXLSPHQWDQGSRWHQWLDOO\ other large energy users take control of predict breakdowns before they happen; their energy by giving them the power therefore mitigating potential downtime to operate, monitor, and optimise their or valuable space being used for energy assets. temporary generators. Centrica recently acquired What part does a company’s Panoramic Power. What does energy policy play in managing this bring to the portfolio? their brand reputation? Panoramic Power was acquired by As natural energy sources deplete and TEL: Centrica to complement our DE strategy. we become more reliable on new, +44 (0)7789 571685 Combined with cloud-based analytics, greener technologies, organisations EMAIL: [email protected] the wireless sensor technology allows can use energy to boost their CSR WEB: www.britishgas.co.uk/business

©Cybertrek 2017 healthclubmanagement.co.uk August 2017 65 INDOOR ROWING ROW RIGHT

Rowing machines are found in gyms worldwide, yet members are rarely shown the correct technique. With this omission placing users at risk of serious injuries which operators can be liable for, Steph Eaves asks how gyms can help members use these machines eff ectively

alk into a gym anywhere in the world, and a variety of weird and wonderful indoor rowing techniques are likely to be seen. From those who throw their W hands up into a high arc over the knees, to others who jerk their arms and body back and forth, barely moving their legs. This poor understanding of rowing machine technique is nobody’s fault. Rowing is not a popular spectator sport or in the gym, for those looking for a complete body workout,” one that everyone tries when they’re at school. It’s also not a says Eric Kent, one of British Rowing’s master trainers. SDUWLFXODUO\LQWXLWLYHPRYHPHQWDQGFDQIHHOXQQDWXUDODWʛUVW Ⱥ+RZHYHUZHNQRZWKDWLQGRRUURZLQJKDVORQJVXʞHUHG But as an activity that uses all the joints of the body, correct from a lack of education. For gyms to fully utilise their indoor technique must be mastered early on if exercisers are to avoid URZLQJPDFKLQHVLWȷVYLWDOWRSURYLGHVWDʞZLWKSURIHVVLRQDO sustaining injures, especially to the upper back, neck and shoulder. training. This ensures that members are taught correct For gym goers to master the technique, however, technique and given useful exercise programmes. Ultimately, LQVWUXFWRUVWKHPVHOYHVPXVWʛUVWEHWDXJKWKRZWRURZVDIHO\ this results in happier members who see better results.” DQGHʞHFWLYHO\VRWKH\FDQSDVVRQWKLVNQRZOHGJH For this reason, British Rowing is sending master GETTING TECHNICAL trainers into gyms around the UK to train and educate Kent explains that learning the basics of good rowing gym instructors on how to help members get the technique is quite easy, and that even a simple 10-minute most out of the indoor rowing machine. LQWURGXFWLRQFDQVLJQLʛFDQWO\UHGXFHWKHULVNRILQMXU\ “A large proportion of trainers, including me, believe that ZKLOHPDNLQJDKXJHGLʞHUHQFHWRWKHTXDOLW\DQG WKHURZLQJPDFKLQHLVWKHVLQJOHPRVWHʞHFWLYHSLHFHRINLW enjoyment of a rowing workout.

66 healthclubmanagement.co.uk August 2017 ©Cybertrek 2017 Instructors must intervene to prevent bad rowing technique

Mark Edgar, head of sport medicine for the British So what does good technique consist of? The experts rowing team, agrees: “There are excellent physiological agree that one of the most important things to understand is advantages of indoor rowing training. However, anyone that rowing is not primarily an upper-body sport. who uses a rowing machine – whether they are a rower “It’s more about driving with your legs than it is or a gym user – needs to be aware of good rowing pulling with your arms,” says Concept2’s marketing technique in order to minimise the risk of injuries.” manager David Hart. “Just like with deadlifts, you want

“ “The rowing machine is the single most effective piece of kit in the gym, for those looking for a complete body workout” – Eric Kent, British Rowing

©Cybertrek 2017 healthclubmanagement.co.uk August 2017 67 INDOOR ROWING

GB rower Will Satch demonstrating correct stroke technique on the WaterRower

to make sure you get the most out of the big muscles in INDOOR ROWING 101 your legs before you start using your arms.” This is why the rowing machine has a sliding seat. It O Focus on your legs – 60 per cent of the power allows users to utilise the explosive power in their legs before comes from the legs, 30 per cent from the body ʛQLVKLQJRʞWKHVWURNHE\SXOOLQJZLWKWKHERG\DQGWKHQWKH and just 10 per cent from the arms arms. By employing these muscle groups in a sequence of most to least powerful, each can be used to its full potential.

O Maintain good core stability at all times and Ben Duggan, UK & Ireland sales manager for avoid slumping the back and shoulders WaterRower, suggests breaking the stroke into smaller O Keep the stroke rate low – don’t rush up and segments to get each part right before putting them all down the slide, instead, focus on putting more together. “Try rowing with only the arms, then only the power into each stroke ERG\DQGʛQDOO\RQO\WKHOHJVȻKHVD\V TRAIN LIKE AN OLYMPIAN Once members have mastered the basics of indoor rowing technique, it’s important to help them understand how the rowing machine can be incorporated into their training.

Expert Tip

“Set the monitor to show the force curve. This is a graph that represents how you’re applying power over the course of each stroke. Try to create a smooth bell shaped curve.” Mastering rowing basics is essential David Hart, marketing manager, Concept2

68 “ “Whether it’s a long, steady row, or a short higher- intensity piece, the rowing machine can’t be beaten” – Will Satch, GB Rowing Team

“Misconceptions remain around how to effectively integrate the rower into your workout routine,” Benton says that says Duggan. “Hands up all those who only use becoming part of the rowing machine to warm up!” indoor rowing has “One of the most common errors people make,” says been ‘life changing’ Helen Rowbotham, director of innovation at British Rowing, “is that they just jump on the machine and go hell for leather for a short period of time. But this is not the best way to improve. It’s the same as when you start running – you want to start slowly, focus on technique and gradually build your pace and distance. Beginners wouldn’t sprint straight away or run a half PDUDWKRQDQGLWȷVQRGLʞHUHQWZLWKURZLQJȻ

Expert Tip

“Breathe out during the drive phase. This will encourage diaphragmatic breathing, which will also engage more core muscles.” Matt Gleed, master trainer, Matrix Fitness

Even experienced indoor rowers don’t row fast all the time. Will Satch, GB rower and Olympic Gold Medallist, VD\VȺ7KHURZLQJPDFKLQHLVWKHFRUQHUVWRQHIRUʛWQHVV conditioning in the British Rowing team. Whether it’s a long, steady row for 90 minutes plus, or a short higher- intensity piece, the rowing machine can’t be beaten.” Matt Gleed, master trainer for Matrix Fitness, agrees that speed isn’t necessarily the key to an effective rowing workout. “I always encourage an increase in power rather than speed,” he says. “Your GRAHAM BENTON technique will be better and you actually maximise resistance from the force you produce.” At age 21, Graeme Benton was a regular gym-goer, but had This is an important point to realise: the intensity of always stuck to weight training. A 500m indoor rowing a workout is controlled by how hard the user pushes competition at his gym changed that. Achieving a time of with their legs and pulls with their body and arms. Even 1 minute 19 seconds (1:19), he became hooked. with the damper set at 10, if no force is put into the He trained on the rower for the next few years, and stroke, the user can slide up and down quite easily. It’s started competing in indoor rowing events, becoming up to the individual to put the pressure on. the first ‘non-rower’ to win the men’s open event at the British Indoor Rowing Championships in 2004. EDUCATING MEMBERS Benton continued to win this event year after year, Most gym members are willing to train hard, but they and in 2006 became the first GB rower since Sir Steve need to be given the correct information to do so – Redgrave to win the Men’s Open event at the World and to do so both safely and effectively. Delivering Indoor Rowing Championships. Benton’s personal rowing education via well-trained gym instructors is best of 5:42 for 2km is still the second fastest British key to achieving this goal, and this, in turn, will ensure time recorded at an indoor rowing competition, that operators can keep their members safe, while beaten only by Olympian Moe Sbihi. adding serious value to their offering.

©Cybertrek 2017 healthclubmanagement.co.uk August 2017 69 INDOOR ROWING MASTERING YOUR ROWING TECHNIQUE

British Rowing is sending master trainers to gyms around the country to ensure that instructors know how to teach correctly. Here, we look at the basics of rowing technique

Setting the Step 1: Getting on the machine monitor at eye O First set your foot height. This is important, as it allows level encourages Monitor at eye level you to row comfortably, without overstretching. good posture O Find the optimal foot height by getting into the starting position of the stroke (left). Knees should be over your ankles, your shins vertical and your knees reaching to just below arm level. One o’clock Knees over ankles O Tighten the foot strap over the balls of your feet. O If using a Concept2 rowing machine, set the damper level to between and 3 and 5 to help maintain good technique and to avoid overloading your lower back. O Bring the monitor to eye level. This should encourage Strap over the balls Damper level set you to sit up tall with your body tipped forwards from of your feet to between 3 and 5 the hips in a strong one o’clock position. O Pick up the handle and you’re ready for the drive.

Step 2: The drive ᕡ ᕢ O This is where you add intensity by pushing with the legs and pulling with the body and arms. O 7KHRUGHURIVHTXHQFLQJLVOHJVERG\DUPV7KHʛUVWPRYHPHQW should be with your legs, then your body and, lastly, your arms. Legs: Push with your legs, keeping your body tipped forward at the one o’clock position and your arms straight for as long as possible. ᕣ ᕤ Body: Once your legs are nearly straight, tip your hips back to an 11 RȷFORFNSRVLWLRQ.HHS\RXUDUPVVWUDLJKWDQG\RXUZULVWVʜDWZLWK your hands over your knees. Keep sitting up tall and try not to slump. Arms: When your legs are straight and your body is tipped back, GUDZWKHKDQGOHLQWR\RXUORZHUULEFDJHWRʛQLVKRʞWKHGULYH

Step 3: The recovery ᕡ ᕢ O This part of the stroke is your recovery. It’s a chance to rest and breathe before you take your next drive. As such, it should take twice as long as the drive. O The movement works in reverse to the drive, starting with the arms, WKHQWKHERG\DQGʛQLVKLQJZLWKWKHOHJV Make sure your arms are straight and your hands are over the O ᕣ knees before your knees bend and you roll back up the machine. Arms:)URP\RXUʛQLVKHGSRVLWLRQDOORZ\RXUDUPVWRVWUDLJKWHQ keeping your spine long and straight. Body: Keeping your legs straight, tip your body forward from your hips, moving from 11 o’clock to one o’clock. Legs: Keeping your body at the one o’clock position, bend your knees and let the seat roll forwards until your knees are over your ankles. O

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©Cybertrek 2017 healthclubmanagement.co.uk August 2017 71 A STRONG BY ZUMBA PROMOTION

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72 healthclubmanagement.co.uk August 2017 ©Cybertrek 2017 Studies show that moving in sync to music allows the body to use energy PRUHHʡFLHQWO\DQGHOHYDWHVPRRG

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©Cybertrek 2017 healthclubmanagement.co.uk August 2017 73 INDOOR CYCLING IN THE ZONE

Indoor cycling has maintained a high level of popularity since its beginnings in the 90s, but increasing competition means operators must fi nd new ways to engage riders. We ask industry experts for their advice on the most powerful engagement tools

Skilled ‘superstar’ instructors are key to class popularity

DOYLE ARMSTRONG ICG product specialist, EMEA

he most important engagement With the increasing range of tools tool in indoor cycling is the at their disposal, this process has T instructor, their qualities and how never been more important. A single professionally they can utilise the range cycle studio can now accommodate of technologies available to them to a plethora of distinct class styles, create distinct experiences. including music-driven classes, forward “It remains essential for From the traditional low-tech indoor motion video, zone-based power cycling classes with music as the driving training and data-driven competition. instructors to educate, force, where the role of the instructor is Understanding the target audience, and WRFUHDWHH[FHOOHQWSURʛOHVDQGGHOLYHU EHQHʛWVRIHDFKVW\OHZLOOKHOSLQVWUXFWRUV understand, plan, fantastic choreography, right through to the drive a greater number of members to most technologically-rich class format, it cycling. Operators should provide multiple prepare and deliver a always has been and still remains essential formats and constant education and that instructors educate, understand, plan, training for instructors, as this will ensure brilliant workout” prepare and deliver a brilliant workout. WKHLULQGRRUF\FOLQJFRQWLQXHVWRʜRXULVK

74 healthclubmanagement.co.uk August 2017 ©Cybertrek 2017 “If you know the watts/ joules put into the bike, you can fi ne-tune training and weight management goals to guarantee results” 5HʛQHGWHFKQRORJ\DOORZVRSHUDWRUVWRVKRZPHDVXUDEOHUHVXOWV

SARAH MORELLI wear heart rate watches and the rest often simple terms, if you know the amount have to rely on the RPE scale to rate their of watts/joules put into the bike during a Director of Athleticum and perceived exertion. So what’s changed? FODVV\RXFDQʛQHWXQHWUDLQLQJDQGZHLJKW Precor master trainer 7KDQNVWRPRUHUHʛQHGWHFKQRORJ\ management goals to guarantee results. that accelerates the accuracy of strain- Precor’s SPINPower® programme he challenge for operators has gauge measurement, we can use watts enables users to track the amount of work always been providing measurable to calculate work, force, time, distance, needed to challenge their body, and allows T and real results. Until recently there angular velocity and, in turn, kilojoules – riders to be their own coach by providing have been limited options for displaying mechanical energy – to measure actual biometric feedback and recording their true data. Only 15-20 per cent of members workload on the bike for each rider. In training results for future classes.

STEVE MARSHALL “Having good technique reduces your UK sales manager, Wattbike risk of injury and means you can get ne of the most important the most out of your workout” aspects for anyone getting Oon any bike – be that indoor or outdoor – is technique. Technique is key for ensuring that any exercise remains safe and effective, but it can often be overlooked in cycling. On the face of it cycling looks like a pretty simple body movement, but it’s not. Having good technique reduces your risk of injury and means that you can get the most out of your workout. Wattbike’s Polar View assists good technique by telling you which muscles you’re working and which you’re not. For example, if the bike indicates you have a weakness from your glutes in the revolution, you can head straight over to the weights area of your gym to work on those squats. The Polar View also gives you a left/ right leg balance indicator so you can see which leg is working harder and adapt your technique accordingly. 7UDLQHUVZKRPRQLWRUULGHUWHFKQLTXHFDQKHOSSUHYHQWLQMXU\ healthclubmanagement.co.uk August 2017 75 INDOOR CYCLING

$QHʞHFWLYHF\FOLQJSOD\OLVWVKRXOGWDNHULGHUVRQDMRXUQH\

NATALIE WALKER Psycle Spin Instructor

he secret to keeping riders is also super important, while the engaged begins with the instructor is still listening to the needs of T instructor – he or she has to be the riders and adapting to the journey to passionate. Secondly, it’s about being suit. The best playlists are those that both relatable to the riders and getting to give you headspace, and also push you to “The best playlists are know the people in the saddles in front your physical limits with magical moments of you. The more of a relationship I of euphoria. You have to feel amazing and those that both give you have with my riders and the more I have fun when you work out! understand who they are, what they Riders should also be encouraged headspace, and also push need and how they like to ride, the to feel like they’re improving you to your physical more connected we’ll feel. There’s every single time they come back. nothing better than feeling as though Improvement can range from limits with magical you’re riding with family. feeling stronger and fitter to having A playlist that takes the rider on a better technique, working muscles moments of euphoria” journey, both musically and psychologically, correctly and gaining confidence.

ROBYN MARSH

Master trainer, 1Rebel

hen it comes to maximising rather than just another workout. rider engagement, many Music, lighting and a passionate, engaging W factors come into play. It’s instructor all play a role in achieving this. important that every single cycling session The impact of community also leaves riders feeling full of adrenaline – cannot be overlooked. Riders must be that way, the class becomes an experience made to feel like part of a like-minded community, but at the same time as if they are the most important person &UHDWLQJDWUXHFRPPXQLW\LV in the room. By combining all of these RQHRIWKHNH\VWRVXFFHVV factors, a simple indoor cycling session “Riders must be can be turned into something magical. At 1Rebel, our Ride sessions feature made to feel like a playlist that’s carefully curated to take riders on a journey that motivates, part of a like-minded engages and evokes emotion, while feeling like they’re at their own concert. The community, but at the trainer-operated lighting system is used same time as if they to heighten the impact of every moment on that journey. Most importantly, are the most important sessions are lead by an instructor team that’s a little crazy, but one of a kind. person in the room”

76 healthclubmanagement.co.uk August 2017 ©Cybertrek 2017 The perceived rate of exertion can be less in an immersive class

CLAIRE PLACE

Regional training coordinator, Les Mills

or those struggling to hold true LQWHQVLW\WKDQWKH\UHDOLVHZHZDQWHG to resolutions around starting and WRXQGHUVWDQGZKHWKHUFRPELQLQJDXGLR F keeping up an exercise regime, a DQGYLVXDOIHDWXUHVZRXOGWDNHWKLV ʛWQHVVFRQFHSWEDVHGRQLPPHUVLYH SHUFHSWLRQWRDQHYHQKLJKHUOHYHO SURSHUWLHVFDQKHOSDFKLHYHWKRVHHOXVLYH We did tests on a group of elite “Combining immersive ʛWQHVVJRDOVDQGVXVWDLQHQJDJHPHQW DQGQRYLFHʛWQHVVSDUWLFLSDQWVZKR 1HZUHVHDUFKE\/HV0LOOVDQG3HQQ FRPSOHWHGHLJKWDXGLRRQO\JURXSʛWQHVV audio-visual effects 6WDWH8QLYHUVLW\RQ7+(75,3ʄZKLFK F\FOLQJFODVVHVDQGHLJKWLPPHUVLYH was presented at the recent 2017 FODVVHV LQYROYLQJPXVLFDQGGLJLWDO within a structured $PHULFDQ&ROOHJHRI6SRUWV0HGLFLQH LPDJHV RYHUDQHLJKWZHHNSHULRG7KH FRQIHUHQFHLQGLFDWHVWKDWFRPELQLQJ VWXG\IRFXVHGRQWZRYDULDEOHVH[HUFLVH workout gets novice LPPHUVLYHDXGLRYLVXDOHIIHFWVZLWKLQ LQWHQVLW\DQGSHUFHLYHGH[HUWLRQ DVWUXFWXUHGZRUNRXWJHWVQRYLFH 7KHUHVXOWVVKRZHGWKHQRYLFH exercisers so absorbed H[HUFLVHUVVRDEVRUEHGZKLOHZRUNLQJ JURXSȷVUDWHRISHUFHLYHGH[HUWLRQ while working out, RXWWKDWWKH\EDUHO\QRWLFHKRZ ȲKRZLQWHQVHO\WKH\WKRXJKWWKH\ KDUGWKH\ȷYHH[HUFLVHG had worked out – was less doing the they barely notice how :KLOHSUHYLRXVʛWQHVVVWXGLHVKDYH LPPHUVLYHFODVVHVWKDQZKHQGRLQJ VKRZQWKDWLQWHUDFWLYHYLGHRF\FOLQJ WKHDXGLRRQO\FODVVZKHQLQIDFWWKH hard they’ve exercised” gets people working out at a higher LQWHQVLW\ZDVWKHVDPHO

THE RISE OF INDOOR CYCLING

Q The global exercise bike market will Q Indoor cycling studio market leader generate US$559m by 2020, according SoulCycle enjoyed a US$75.8m growth in to market research company Technavio total revenue between 2012 and 2014

Q The report also forecasts that the Q Over that time, the number of annual US market will continue to dominate classes held by the company rose more SoulCycle saw its revenue grow by worldwide, bringing in US$247m by 2020 than three-fold to reach 81,000 in 2014 $75.8m between 2012 and 2014

©Cybertrek 2017 healthclubmanagement.co.uk August 2017 77 CONSUMER INSIGHTS

47% of UK respondents are not as active TAKING as they wish ACTION

The latest Health and Fitness Omnibus Survey (HAFOS) report, produced by industry insight specialist Leisure-net, suggests that public attitudes towards physical activity have changed over the last five years. Director of Leisure-net Mike Hill reports

he recently published 2016 HAFOS report indicates that the majority of the UK population T understands the importance of regular physical activity. This viewpoint was reported by 96 per cent of 2,309 members of the public surveyed last year, indicating that the challenge currently faced by the fitness sector relates to creating action rather than convincing people that being more active is worthwhile. Indeed, 47 per cent of the survey respondents said they weren’t as active as they wished – a figure up six per cent from 41 per cent in 2012. This suggests that more people than ever are not happy with their current activity levels. However this is not the only figure that has risen over the last five years. In 2016, the number of The report shows that most people know that exercising is important people claiming to exercise on more than five days a week was seven per cent higher than in 2012, at 23 and 16 activity levels have moved up a tier awareness, publicity and possibly the per cent, respectively. In contrast, since 2012, with some progressing influence of the London Olympic those doing no physical activity from no activity to some, and others Games in 2012, we must be mindful weekly fell by more than half in 2016 moving from some activity to regular. that research has shown that compared to 2012. This implies that, While this is clearly positive news, self-reported activity levels are at least to some degree, people’s and may be a result of increased significantly overestimated.

A QUESTION OF QUANTITY In terms of the quantity of exercise People’s activity levels have moved up done weekly, 61 per cent of “ a tier since 2012, with some progressing respondents stated they always do at least 30 minutes of moderate intensity from no activity to some, and others moving each week, with 38 per cent claiming they "always" undertake the from some activity to regular – Mike Hill recommended 150 minutes of

78 healthclubmanagement.co.uk August 2017 ©Cybertrek 2017 Staying healthy is the most common reason cited for doing physical activity

moderate intensity activity or 75 physical activity than these figures minutes of vigorous activity weekly. It’s suggest. Operators should, therefore, also encouraging that more than half of No. of UK avoid underestimating just how much the population reported "always or body appearance motivates a large usually" undertaking 150 minutes of respondents who percentage of the population. moderate or 75 minutes of vigorous would consider using activity each week. Furthermore, 68 FAILURE TO EXERCISE per cent said they do three or more their local leisure The survey findings also show that while 30-minute sessions per week – up centre the majority of respondents exercise on from only 52 per cent in 2012. a regular basis, a respective 14 and 15 Of the respondents who reported 2012 v 2016 per cent of respondents never or rarely currently participating in three or more undertake the recommended weekly activity sessions per week, a third said 52% v 39% amount of activity. A lack of time, arising they use a leisure centre or health club. primarily from work (41 per cent), Walking is the most popular form of childcare (16 per cent) and household independent activity for those not pressures (13 per cent), was the main using a leisure centre or health club (73 barrier to activity cited by respondents. per cent), followed by gardening. followed by a desire to improve or This perceived lack of time has always The desire to do more activity is maintain body tone and shape. been the top barrier to physical relatively high – more than half (54 per However, other research by activity, which suggests that initiatives cent) of respondents said they would Leisure-net suggests that the desire to for increasing public uptake of like to be more active, citing exercise to improve body tone/shape exercise must address how members improvement or maintenance of is under-reported, and is a significantly of the public prioritise exercise in

PHOTOS: SHUTTERSTOCK.COM general health as their main motivation, greater driver of participation in their day-to-day activities.

©Cybertrek 2017 healthclubmanagement.co.uk August 2017 79 CONSUMER INSIGHTS

61% of UK respondents say reduced prices would motivate them to use local leisure centres

The majority of people appear to recognise they are not active “ enough and want to do more – Mike Hill

Sport England’s latest strategy, Towards an Active Nation, is partly based upon a behaviour change model looking at how ready people are to introduce physical activity into their lives. HAFOS also attempted to assess this readiness for change by asking respondents how likely they were to increase their activity level soon – regardless of other commitments, barriers or current fitness levels. Just over half (52 per cent) of all those interviewed during 2016 said they were not likely to increase their activity levels, 10 per cent were very likely, 18 per cent were quite likely and 20 per cent were likely to increase their activity levels soon.

USING LEISURE FACILITIES While the desire to exercise and the proportion of people regularly exercising appear to have risen since 2012, the opposite trend was observed when willingness to use local leisure facilities was assessed. More Many leisure centres have improved their facilites in recent years than a third of respondents (39 per

80 healthclubmanagement.co.uk August 2017 ©Cybertrek 2017 TRENDS IN IMPORTANCE FACTORS 2012-2016

80% Available time

70% Motivation

Accessible 60% facilities

Direct costs 50% Appropriate activities 40% Support - peer group 30% Indirect costs

20% Transport

Physical 10% impairments

Culture, 0% religion 20122013 2014 2015 2016

While lower costs are always the most quoted encouragement factor, “ detailed analysis and qualitative research has shown that lowering pricing makes no difference – Mike Hill

cent) said they would consider using difference, as price is closely related their local leisure centre – 13 per cent to value for money. For example, a ABOUT THE AUTHOR lower than the 52 per cent who made gym membership is only perceived as Mike Hill has more the same claim back in 2012. This is an expensive thing when it’s not being than 25 years’ surprising, given the investment that used on a regular basis. senior management has been made in many local public experience in the sector facilities; however, it may RISING TO THE CHALLENGE private and public reflect the impact of independent The 2016 HAFOS report reveals active leisure outdoor activities, such as cycling and interesting changes in people’s attitudes sector. In 1999, he set up Leisure- running, as well as the ongoing rise in and perceptions towards exercise, but net Solutions to improve the the popularity of budget gyms. more than anything it shows the huge industry’s knowledge base and When respondents taking part in opportunity the physical activity sector understanding of its customers. the study were asked what would currently has at its fingertips. The [email protected] encourage them to use these facilities, majority of people appear to recognise @_leisurenet 61 per cent cited reduced fees. that they are not active enough and have www.leisure-net.org While lower costs are always the the desire to do more. The challenge we most quoted encouragement factor now face involves how to create ˢ To access the full HAFOS given by respondents, detailed analysis opportunities for people to be more 2016 report, email: and qualitative research has shown active, while ensuring these are realistic, [email protected]

PHOTOS: SHUTTERSTOCK.COM that lowering pricing makes no attractive and sustainable. O

©Cybertrek 2017 healthclubmanagement.co.uk August 2017 81 Maximum Revenue, Minimum Hassle

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82 healthclubmanagement.co.uk August 2017 ©Cybertrek 2017 LOCAL AUTHORITY

LOCAL LUXURY

Aromatherapy steam rooms and spas are traditionally considered to be high-end offerings, but more and more local authority leisure centres are now adding these luxury facilities to their services. Health Club Management investigates this trend

s local authority leisure operators including a spa off ering gives us another Leisure solutions supplier The continue to improve the quality and unique selling point in the local market. Pulse Group has also noticed a shift in breadth of their facilities, many From a revenue perspective, it keeps interest from local authorities wanting Aare embracing a spa and wellness members in the facility for longer and to include spa facilities as part of a new off ering; installing premium wet opens up a new income stream.” build or refurbishment project. side facilities, from salt rooms and luxury “Local authorities are far more treatment rooms to relaxation areas. A QUALITY OFFERING commercially savvy than they used to This allows them to deliver an enhanced For Everyone Active, the biggest challenge be,” says Warren Ormerod, director of service to members and enter the is overcoming the public perception that football and fitness for the Pulse Group. wellness market with a day-spa off ering. a spa in a leisure centre won’t deliver a “Traditionally when we were tendering for “More of our local authority partners premium experience. “We’ve worked hard leisure contracts it was all about what are expressing an interest in spa to create a separate spa brand and deliver sporting facilities we could off er, but over the facilities,” says Duncan Jeff ord, regional marketing that reflects the high-end last five years they’ve become increasingly director of Everyone Active, which now facilities,” explains Jeff ord. interested in creating a total package. operates eight spas across its 150 “We’ll continue to work towards “The secondary spend opportunities of facilities. “There has been a consumer closing the quality gap between private adding a spa are considerable, particularly shift towards holistic wellbeing, and and public sector facilities, and by through treatments and beauty. A spa including spas in the facility mix reflects growing our premium spa brand, we can also bring a new audience into the this. We’re constantly striving to deliver hope that more of our facilities will facility, so there’s the chance for staff to

PHOTO: SHUTTERSTOCK.COM PHOTO: premium quality at aff ordable prices, and surpass the local competition.” cross-sell fitness memberships.”

©Cybertrek 2017 healthclubmanagement.co.uk August 2017 83 LOCAL AUTHORITY AN AUTHORITY ON SPAS

We take a look at some of the local authority leisure centres enjoying the success of their spa facilities

“We refurbished the spa to provide added value, and it’s very clear that it has helped to increase our market and retain customers” Martin Guyton, Tonbridge and Malling Leisure Trust LARKFIELD LEISURE CENTRE SPA

Last year, Tonbridge visits to the spa from 5,000 and Malling Leisure Trust to 22,000. Approximately refurbished the spa at Larkfield 17,500 of these were made by Leisure Centre in Aylesford, people on health and fitness or Kent, which it operates annual memberships. Health on behalf of Tonbridge & and fitness membership at the Malling Borough Council. centre grew by around 5.5 per Launched in 1986 with cent in the same year. its last major refurbishment “We refurbished the spa taking place a decade ago, the primarily to complete our spa area was stripped back health and fitness off ering and to its shell and redesigned. provide added value, and it’s The £400,000 facility now very clear that it has helped includes a sauna, steam to increase our market and room, ice feature, showers retain customers with attrition and a spa bath that offers down to 2.6 per cent across limited mobility access. the year,” says Martin Guyton, Many local leisure centres are In 2016/17, the trust saw chief executive of Tonbridge DGGLQJVDXQDVWRWKHLURʞHULQJ an increase in recorded and Malling Leisure Trust.

THE THERMAL SPA AT WATERLANE LEISURE CENTRE

Operated by the Sentinel Waterlane has received an Leisure Trust (SLT), Waterlane increase in membership by a Leisure Centre in Suff olk huge 495 per cent. re-opened in 2012 following The centre’s thermal spa a two-year redevelopment by has proved popular with Pulse, the strategic leisure visitors and members alike. development partner to It includes a steam room, Waveney District Council. ice station, sauna, jacuzzi, The brief was to redevelop experience shower, heated the centre to provide a loungers, foot spa and a luxury futureproof, modern, family- relaxation zone. Eighty-six per friendly facility with health, cent of members pay for spa fitness, leisure and social access and, of those who do activities that would appeal to not, over 1,000 bought single the whole community. day passes for the spa this year. In 2015, the facility received Recognising the trend a further £2m investment towards overall wellbeing, SLT that included upgrades to has recently introduced a ‘Swim The Thermal Spa includes the thermal spa facility. and Spa’ membership that has a luxury relaxation zone Since the first stage of the seen memberships grow by 60 site redevelopment in 2012, per cent as a direct result.

84 healthclubmanagement.co.uk August 2017 ©Cybertrek 2017 “Having the Verulamium Spa within Westminster Lodge Leisure Centre means that we can offer everything under one roof” Victoria Batey, Everyone Active VERULAMIUM SPA AT WESTMINSTER LODGE LEISURE CENTRE

The Verulamium Spa at The spa facilities were Westminster Lodge Leisure specified by the council before Centre, operated by Everyone the tender process with the Active in partnership with aim of attracting more people St. Alban’s District and City into St. Albans from London Council, first opened in 2012. and surrounding areas while The spa consists of a off ering aff ordable wellbeing Tepidarium (warm room), to local residents that rivals Laconium (hot room), sauna, any private off ering. steam room, aroma room, Five years on and the Hydrospa relaxation pool, spa has gone from strength relaxation area (with heated to strength, receiving benches, loungers and 30,000 visitors per year. poolside beds) as well as an “Having the Verulamium Spa outside relaxation terrace and within Westminster Lodge treatment rooms. The spa also Leisure Centre means that we has dedicated changing rooms can off er everything under one 9HUXODPLXPRʞHUVOX[XU\ and its own bistro, and was roof,” says Victoria Batey, spa IDFLOLWLHVDWDʞRUGDEOHSULFHV fitted by Dalesauna. manager for Everyone Active.

DROITWICH SPA LEISURE CENTRE

As the oldest of Wychavon director at Createability. District Council’s three “This allowed us to manage centres, Droitwich Spa the budget eff ectively and Leisure Centre was in transform the facility into a need of some TLC. A £1.1m modern, fresh environment with redevelopment of the centre a quality finish; in stark contrast took place, funded by the to the previous off ering. council and Wychavon Leisure The new health spa suite (Rivers), a not-for-profit features an aroma steam company that manages the room, salt inhalation room, facility. As part of this, leisure sauna ice feature, rain design and build specialist showers and heated benches Visits to Droitwich’s health suite Createability converted the to complement the Rivers have grown by 650 per cent dry side toilets and a storage Beauty treatment rooms. garage into a health spa suite. Mark O’Shea, head of “We worked closely with operations at Wychavon the overall redevelopment, we per cent – we’ve gone from Rivers across the two-phase Leisure says: “Previously created a totally new health one customer a day to 18! Our redevelopment from both we had an old squash court suite. As a result, we’ve seen treatment rooms have seen an the design and construction converted into a health suite membership grow by 10 per increase in bookings too and aspects,” says Brian with sauna, steam room and cent and visits to the health there’s a 5 per cent growth in Thompson, commercial a few loungers. But as part of suite are up by more than 650 people using the centre.” O

“We worked closely with Rivers across the two- phase redevelopment from both the design and construction aspects” Brian Thompson, Createability

©Cybertrek 2017 healthclubmanagement.co.uk August 2017 85 Power up your profi t

With pumped up reporting

Take the stress out of managing your leisure facilities with the leading single and multi-site software solution for the spa, wellness and leisure industry – Core by Premier Software.

- Fully integrates with existing PMS systems “If you are looking for a - Online booking through web, mobile & tablet full business management - At-a-glance reports software system tailored - Managed membership & client data to the leisure and wellness - Automated, targeted email & text. industry, then look no further.” Let Core take the weight. Roy Burkey For a free audit of your existing system or to arrange General Manager a full on-site demo just call: 01543 466580 Thornton Hall or email: [email protected] www.premier-core.com

82 healthclubmanagement.co.uk August 2017 ©Cybertrek 2017 SUPPLIER SHOWCASE Multiple benefi ts Premier Software provides a multi-site management system for English Lakes Hotels

nglish Lakes is a family-owned group of hotels in and around the Lake Core is an extremely powerful tool 'LVWULFWZKLFKRʞHUVJXHVWIDFLOLWLHV that include health clubs, spa services WKDWKDVHQDEOHGXVWRFRQʛGHQWO\ Eand a water sports centre. With a portfolio RIʛYHKRWHOVHQVXULQJHDFKUHDFKHV push our service standards and its commercial potential is challenging. However, with the recent installation of provisions to new heights Core by Premier Software at Low Wood Bay and Lancaster House Hotel, English Michael Kay, group leisure manager at English Lakes Lakes is ensuring that both sites can be HʞHFWLYHO\PDQDJHGWKURXJKRQHEXVLQHVV management software solution. The pool and jacuzzi are key attractions at the Low Wood Bay Resort AT THE CORE Michael Kay, group leisure manager at English Lakes says: “Fundamental to the success of English Lakes is the ability to manage multiple sites through one business management system, while integrating with our PMS and access systems.” He adds: “Having worked with previous providers, we were acutely aware that most focus on single elements such as membership, VSDDQGVDORQ:HQHHGHGDʜH[LEOHV\VWHP that seamlessly brings together all our operations through one dashboard. “Core provides an unrivalled solution that enables us to manage our health club memberships, spa services and water “On a day-to-day basis our teams are PHDVXUHLW\RXFDQȷWLPSURYHLW&RUH sports centre activities, while providing a KHDYLO\LQYROYHGZLWK&RUHDQGʛQGLWȷVHDV\ covers just about every report you need ʜDZOHVVVHUYLFHWRRXUYLVLWRUVȻ to manage indoor and outdoor activities, spa to assess the performance of each single Developed by Premier Software, services and membership queries,” says Kay. element of the business.” Core was successfully installed in “At the back end, the management the English Lakes hotels in March and reporting suite allows the group to PLANNING THE FUTURE this year and has quickly become an measure the facilities both individually The future of English Lakes is rosy. With essential part of its business. DQGFROOHFWLYHO\DQGE\KRWHO,I\RXFDQȷW ʛYHKRWHOVWRFKRRVHIURPIXUWKHU H[SDQVLRQLVLQHYLWDEOHDVYLVLWRUVORRN for hotels set in stunning scenery with OX[XULRXVVSDDQGKHDOWKFOXEIDFLOLWLHV Ⱥ7KHQH[WPRQWKVZLOOVHHWKH FXOPLQDWLRQRIVLJQLʛFDQWGHYHORSPHQWZRUN at Low Wood Bay Resort, including a health FOXEDQGVSDZLWKDQH[WHQVLYHLQGRRUDQG outdoor thermal journey,” adds Kay. “It will also include a marina, water sports centre and additional bedrooms ȲFUHDWLQJWKH/DNH'LVWULFWȷVʛUVWOX[XU\ destination resort. “At the heart of this will sit Core, where we can access and assess how well our facilities are performing, and where there LVSRWHQWLDOIRUJURZWK&RUHʜH[HVWRRXU Development work is bringing luxury spa facilities to English Lakes Hotels needs while providing a real-time, multi-site overview,” says Kay. O

©Cybertrek 2017 healthclubmanagement.co.uk August 2017 87 IHRSA UPDATE IHRSA European Congress

The 17th Annual IHRSA European Congress will take place in London from 23 to 26 October 2017. IHRSA’s Kristen Walsh takes a look at what we can expect from this huge event

ore than 500 attendees are TECH TALK Things You Need to Know Now for Then, an Mexpected at London’s Park Plaza This year’s event, themed ‘Technology & editor-at-large for WIRED magazine, and, Westminster Bridge Hotel for Fitness: Staying Ahead in an Evolving Industry’, interestingly, the person who coined the the 17th Annual IHRSA European will include world-class keynote speakers, term ‘podcast’. He’ll discuss the political, Congress. The crowd will consist of club informative educational sessions, numerous cultural, social and corporate implications owners and operators, fitness networking opportunities and access to of the Internet of Things (IoT), and explain professionals, developers, investors, media, some of the industry’s leading suppliers. how clubs can create a successful, industry suppliers and others. “Technology is transforming the fitness long-term digital strategy. “The Congress is coming back to industry globally, and it introduces risks London after 13 years,” says Florian and rewards both for club operators and TAKING CARE OF BUSINESS Cartoux, IHRSA’s Europe Director. their members,” points out Cartoux. More than 25 industry suppliers, “London boasts some of the most “The Congress will allow attendees to including leading providers of equipment, exciting and diverse clubs in the country, hear some of the finest European programmes and services, will comprise and, in terms of revenue, the UK futurists describe how technology is the event’s Supplier Showcase. Among the continues to be the biggest fitness changing our businesses, and obliging us many people sizing up the Showcase will industry in Europe. This Congress to adapt our club strategies.” be Gallup. “I’m looking forward to hearing provides an opportunity to return to the Derek Gallup, the chairperson of about, and experiencing, what’s happening heart of fitness in Europe.” IHRSA’s board of directors, and the LQʛWQHVVLQ(XURSHDQGVKDULQJLGHDVZLWK Jay Ablondi, the association’s executive senior vice president of fitness and retail NH\LQʜXHQFHUVȻKHVD\V vice president of global products, reports for New Evolution Ventures (NeV), will For many attendees, the Congress, that participants will be coming from some extend a ‘Welcome to London!’ during while primarily about education and 30 countries. “While the vast majority of the Congress’ opening session, which peer engagement, is also about doing attendees are European, there will also be features a keynote and award presentation. some business. Tuesday’s sessions groups from the US, Latin America and the “I’m thrilled to be attending my first address this with presentations on Middle East. We’ve even heard from Congress,” he says. “I’m looking forward to ‘changes in trends and expectations for IHRSA members in South Africa meeting European club leaders, learning the future'; ‘the future of the discount who plan to be in London.” from inspiring and thought-provoking market: saturation or growth?’; What was originally a regional event is, speakers and visiting London clubs.” ‘customer relationships: the importance it seems, morphing into a global one. The The opening keynote address, of fairness, emotion and connection’; and list of presenters alone attests to that ‘Pioneering an Adaptive Digital Strategy’, ‘commercial innovation and marketing: fact, with speakers from the US, Canada, embraces the Congress’ defining theme. impacts of digital on business processes’. the UK, Ireland, France, Germany, Spain, Presenter Ben Hammersley, a futurist and Sweden, Belgium and Russia. internet technologist, is the author of 64 BE INSPIRED Christophe Andanson, president of the French Health, Racquet & Sportsclub Technology is transforming the Association (FHRSA), will tackle the topic of ȶWUHQGVDQGLQVLJKWVWKHIXWXUHRIʛWQHVVȷ-DPLO fitness industry, introducing Qureshi, founder of JQED Ltd., a London- based change consultancy, and one of the risks and rewards for both world’s foremost authorities on performance enhancing psychology, will dissect the operators and members attributes of ‘the disruptive leader’. Florain Caroux - Europe Director IHRSA “The biggest change this year is a greater investment in high-level speakers,” says Marc

88 healthclubmanagement.co.uk August 2017 ©Cybertrek 2017 European Congress 2017 Guest Speakers OPENING KEYNOTE ADDRESS SPEAKER This year's Congress speakers come from the US, Ben Hammersley Canada, the UK, Ireland, France, Germany, Spain, Author & Futurist Sweden, Belgium and Russia. They include: Hammersley Futures

Jamil Qureshi Rick Caro Catherine Carty Killian Fisher Founder President Chair Manager Public Policy Advisor JQED Management Vision Inc UNESCO IHRSA

Nikolay Pryanishnikov Maureen Hagan Herman Konings Kevin Money CEO Vice President Managing Director Director Russian Fitness Group GoodLife Fitness Antwerp Agency Henley Business School

Gagnon, IHRSA’s senior meetings manager. MEET AND MINGLE makers in our industry – individuals who can “In the past, we primarily did concurrent The number of designated networking round inspire and teach them how to grow and sessions of industry presenters. This year, table discussions has been increased this year, improve their business.” O we’re doing all general sessions that will be but open slots will be available for attendees an equal mix of industry leaders and to enjoy friendly conversation and attend non-industry experts, plus two opening and networking events in the Supplier Showcase. ABOUT IHRSA closing keynote addresses.” Cartoux says: “The Congress is the place The keynote address and all sessions will to network, the place for club owners, Founded in 1981, IHRSA – the be simultaneously translated into French, managers and staff to hear and learn from International Health, Racquet & German, Spanish, Portuguese and Russian. some of the most successful decision Sportsclub Association – is the only global trade association, EUROPEAN CONGRESS ACCESS representing more than 10,000 KHDOWKDQGʛWQHVVIDFLOLWLHVDQG suppliers worldwide. Locate an To register for the 17th Annual IHRSA IHRSA club at European Congress, visit www.ihrsa.org/congress www.healthclubs.com PRICES - For IHRSA members, a full four-day registration is €545 until September 15; €620 until October 13; and To learn how IHRSA can help €720DIWHU2FWREHUDQGRQVLWH7KHFRUUHVSRQGLQJʛJXUHV your business thrive, visit for non-members are €645; €720 and €820. www.ihrsa.org AWARDS - To apply or nominate someone for the European Club Leadership Award, which will be presented during the event, visit www.ihrsa.org/awards The deadline is 8 September.

©Cybertrek 2017 healthclubmanagement.co.uk August 2017 89 UKACTIVE UPDATE

A new age of activity

The 2017 ukactive Flame Awards and conference brought key industry players together. CEO Steven Ward shares the event’s main take-home messages

or a sector that has so much The industry must create a WRUHʜHFWRQJLYHQLWVVL]HDEOH world class workforce JURZWKLQWKHSDVWGHFDGH F SHUKDSVWKHPRVWSOHDVLQJDVSHFW RIWKH)ODPH$ZDUGVDQG&RQIHUHQFH ZDVWKHXQDQLPRXVIRFXVRQWKHIXWXUH 7KDQNVODUJHO\WRWKHVHFWRU OHDGHUVZKRZHUHLQWKHURRPZHȷYH FUHDWHGDWKULYLQJLQGXVWU\WKDWKDV JRQHIURPDQLFKHOLIHVW\OHVHFWRUWR DeEQEHKHPRWKDFNQRZOHGJHGE\ WKHJRYHUQPHQWDVEHLQJLQWHJUDOWRWKH IXWXUHKHDOWKRIRXUQDWLRQDQGHFRQRP\ :HȷUHVHHLQJDJOREDOFRQʜXHQFHRI WHFKQRORJ\KHDOWKIDVKLRQPXVLFDQGVRFLDO PHGLDDURXQGSK\VLFDODFWLYLW\SUHVHQWLQJ XQSUHFHGHQWHGRSSRUWXQLWLHVIRUJURZWK %XWWKLVLVIDUIURPDIDLWDFFRPSOL Istibusdae quis andis et veliquiat. 7KHUHUHPDLQNH\FKDOOHQJHVWKDWZHPXVW DOORYHUFRPHLIZHȷUHWRWUXO\WXUQWKHWLGH RILQDFWLYLW\DQGWKHUHZHUHVHYHUDONH\ OHDUQLQJVIURP)ODPHRQDUHDVLQZKLFKZH Where once we competed with the local PXVWPRYHIRUZDUGDWJUHDWHUSDFH leisure centre, today we must contend with TEAR UP THE RULEBOOK +XJHRSSRUWXQLWLHVDUHZLWKLQRXUUHDFK start-ups scattered across the globe EXWWKHDELOLW\WRVHL]HWKHPZLOOUHTXLUH QHZZD\VRIWKLQNLQJ:HKDYHWRDGRSW $VDUHVXOWZHȷUHGHYHORSLQJDVWUHDPRI BE BOLDER DQRSHQPLQGVHWHPEUDFHQHZLGHDV QHZOHDUQLQJDQGGHYHORSPHQW 2XUVHFWRUȷVIXWXUHZLOOEHGHWHUPLQHGE\ DQGEHGHGLFDWHGWRGLVUXSWLRQLIZHDUH SURJUDPPHVKDQGLQKDQGZLWK&,063$ KRZEROGZHDUHZLOOLQJWREHLQRXUWKLQNLQJ WRUHDOO\WKULYHDQGIORXULVKLQD IRUDOOOHYHOVRIVWDIIWRQXUWXUHWKHYHU\ ,PDJLQHDJJUHJDWLQJFXUUHQWH[HUFLVHUHIHUUDO IDVWFKDQJLQJPDUNHW EHVWWDOHQWLQIRUPHGE\WKHLQVLJKWV V\VWHPVLQWRRQHFRPSUHKHQVLYHQDWLRQDO ZHȷYHJDLQHGIURPWKH)XWXUH/HDGHUV WKHUDS\VHUYLFHȲDWUXHSUHYHQWDWLYH EMBRACING BIG DATA SURJUDPPH,JQLWHZDVWKHVWDUWRIWKLV IURQWOLQHIRUWKH1+6ȲWUHDWLQJRYHU 0HDQLQJIXOGDWDȲRQFHRXUELJJHVW EXWZHȷUHJUHDWO\DFFHOHUDWLQJWKHVH SDWLHQWVZLWKSK\VLFDODFWLYLW\ ZHDNQHVVȲLVIDVWEHFRPLQJRQHRIRXU RSSRUWXQLWLHVZLWKPRUH ,PDJLQHDJOREDO$FWLYH/DEQHWZRUNRI ELJJHVWVWUHQJWKV6KDULQJRIGDWDDQG DQQRXQFHPHQWVWRFRPHVKRUWO\ SK\VLFDODFWLYLW\LQQRYDWRUVDWWUDFWLQJELOOLRQV LQVLJKWLVWKHEHGURFNRIDVXFFHVVIXO LQSULYDWHLQYHVWPHQWEDFNLQWRRXUVHFWRU PDWXUHLQGXVWU\DQGDQDUHDZKHUH THINKING GLOBAL ,PDJLQHWDNLQJRXUYLWDOSODFHDVWKH JUHDWHUFRPPLWPHQWZLOOUHDSHYHQ 7KHUXOHVRIHQJDJHPHQWLQRXUVHFWRU EDFNERQHRI6SRUW(QJODQGȷVQDWLRQDO JUHDWHUUHZDUGV,QQRYDWLRQVOLNHWKH KDYHEHHQIOLSSHGRQWKHLUKHDG VWUDWHJ\IRUDQ$FWLYH1DWLRQ 'DWD+XERIIHUXVJUHDWHULQVLJKWWKDQ :KHUHRQFHZHFRPSHWHGZLWKWKH 7KHVHDUHWKLQJVZHFDQDQGPXVWGR HYHUPHDQLQJZHFDQPLQHGDWDIURP ORFDOOHLVXUHFHQWUHWRGD\ZHPXVW :LWKDQRSHQPLQGVHWFROODERUDWLYH PRUHWKDQPLOOLRQFXVWRPHUYLVLWVWR FRQWHQGZLWKVWDUWXSVWKDWDUH ZRUNLQJDQGDKHDOWK\GRVHRIDPELWLRQ LGHQWLI\WKHWUHQGVDQGEHKDYLRXUV VFDWWHUHGDFURVVWKHJOREH WKHVHDUHWKLQJVZHwillGRO VKDSLQJRXUVHFWRU :HDUHQRZSOD\LQJDQLQWHUQDWLRQDO JDPHDQGZHFDQRQO\ZLQE\DGMXVWLQJ A WISER WORKFORCE DFFRUGLQJO\7KDWPHDQVORRNLQJDEURDG 7RPDNHWKHPRVWRIWKHVHRSSRUWXQLWLHV IRULQVSLUDWLRQDQGLQQRYDWLRQEXWDOVR ZHQHHGWRVWLPXODWHDZRUOGFODVV EHLQJDPELWLRXVDQGPLJUDWLQJZKDWZH

ZRUNIRUFHRIIRUZDUGWKLQNLQJLQGLYLGXDOV GRRQWRWKHZRUOGVWDJH Public Affairs Media Partner PHOTOGRAPH: SHUTTERSTOCK.COM

90 healthclubmanagement.co.uk August 2017 ©Cybertrek 2017 A WATTBIKE PROMOTION Wattbike: Simplifying the science

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attbike has always been at the forefront of cycling training, performance and data. Whether it’s with Wthe authentic real-ride feel, the fully customisable ride setup or patented Polar 9LHZWHFKQRORJ\:DWWELNHRʞHUVXSD KLJKO\HʞHFWLYHDQGHʡFLHQWSRZHUEDVHG training solution. :LWKDQHZ3HGDOOLQJ(ʞHFWLYHQHVV Score (PES), Wattbike has once again changed the game in terms of data-based training by breaking down masses of data LQWRVLPSOHUHFRJQLVDEOHYLVXDOV 5LJKWIURPWKHYHU\EHJLQQLQJLQ WKH:DWWELNHKDVEHHQXQULYDOOHGZLWK unique, accurate and reliable data taken IURPSRLQWVSHUUHYROXWLRQ7DNLQJ WKLVGDWD:DWWELNHQRZRʞHUVHYHU\XVHU :DWWELNHRʞHUVHYHU\XVHUDZRUOGʛUVWVFRULQJV\VWHP DZRUOGʛUVWVFRULQJV\VWHPWRPDNHWKH EHVWXVHRIHYHU\UHYROXWLRQ MAXIMISING EACH SESSION Every single session can be reviewed on the %DVHGRQLQGHSHQGHQWVFLHQWLʛFUHVHDUFK Wattbike Hub which means that training, and even subtle Wattbike has integrated the well-known WUDʡFOLJKWFRORXUVFKHPHLQWRLWV3RODU changes to style, can be monitored over long periods of time View, as well as showing a PES score digitally and on a sliding scale, on each WKXVHQKDQFLQJHYHU\ZRUNRXWDQGPDNLQJ working properly on a bike. Now, with leg, in real time. WKHPRVWRIHYHU\F\FOLQJVHVVLRQ 3(6HYHU\J\PXVHUFDQVHHWKDWWKH\ Quite simply, the aim is to stay in the PES can be seen on its own or can be are working and engaging more muscles, JUHHQIRUWKHPRVWHʞHFWLYHXVHRISRZHU measured alongside other parameters, PRUHHʞHFWLYHO\IRUDFRPSOHWHF\FOLQJ VXFKDVSRZHUDQGFDGHQFHJLYLQJ ZRUNRXWHYHU\WLPH feedback for a full and accurate picture on all aspects of a cycling workout. Analysing data isn’t just for real- WLPHHLWKHU(YHU\VLQJOHVHVVLRQFDQEH UHYLHZHGRQWKH:DWWELNH+XEZKLFK TEL: +44 (0)115 945 5450 PHDQVWKDWWUDLQLQJDQGHYHQVXEWOH EMAIL: [email protected] FKDQJHVWRVW\OHFDQEHPRQLWRUHGRYHU long periods of time. WEB: www.wattbike.com 7KH:DWWELNH+XERʞHUVFOHDQ 3(6LVDVLPSOHVROXWLRQWRDGLʡFXOW www.facebook.com/wattbike FULVSFRORXUFRGHGYLVXDOV problem. Before there was no easy way www.twitter.com/wattbike for the gym-goer to know if they were www.instagram.com/wattbike/

©Cybertrek 2017 healthclubmanagement.co.uk August 2017 91 ),71(66.,71(7 PRODUCT INNOVATION

Lauren Heath-Jones rounds up the latest health and fi tness products and services

Rafael Martos introduces Trainingym’s TG Loyalty programme

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Paul Venner introduces Hydrovest 7KHYHVWFDQKROG by Ultimate Instability 20 litres of water

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92 healthclubmanagement.co.uk August 2017 ©Cybertrek 2017 The ladder is set at an angle of 40 degrees to relieve back strain

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COPYRIGHT NOTICE Health Club Management is published 11 times a year by The Leisure Media Co Ltd, Portmill House, Portmill Lane, Hitchin, Herts SG5 1DJ, UK. The views expressed in this publication are those of the author and do not necessarily represent those of the publisher The Leisure Media Co Ltd. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by means, electronic, mechanical, photocopying, recorded or otherwise, without the prior permission of the copyright holder, Cybertrek Ltd. Printed by Warners Midlands PLC. Distributed by Royal Mail Group Ltd and Whistl Ltd in the UK and Total Mail Ltd globally. ©Cybertrek Ltd 2017 ISSN 1361-3510 (print) / 2397-2351 (online). To subscribe to Health Club Management, log on to www.leisuresubs.com or email [email protected] or call +44 (0)1462 471930. Annual subscription rates are UK £45, Europe £57, rest of world £80, students (UK) £22.

©Cybertrek 2017 healthclubmanagement.co.uk August 2017 97 RESEARCH Strengthen your health

Recent research shows just a small amount of resistance training per week can dramatically reduce the risk of combined obesity, diabetes and hypertension

t’s widely recognised that participants self-reported their resistance training improves exercise frequency and type. Ibody strength and physique, but “At the beginning of the study, a new study suggests that this all participants were healthy. form of exercise may also benefit Over the years, participants came heart health. Researchers have back for follow-up examinations, found that just a small amount of and we looked at the onset of strength/resistance training is likely metabolic syndrome,” says Bakker. to significantly lower a person’s risk The research team found that of metabolic syndrome. 1,147 participants, or 15 per Metabolic syndrome is the cent, had developed metabolic medical term for a combination of syndrome during the follow-up diabetes, high blood pressure and period. However, they also found obesity. Each condition is risky on that doing resistance exercise its own, but when all three occur dramatically reduced the risk of together, the associated health developing the syndrome. risks grow significantly. Having the syndrome hugely increases a SMALL CHANGE, BIG GAINS person’s likelihood of developing “We found that two or more cardiovascular diseases and stroke. sessions of resistance training per Aerobic exercise has long been week, independent of aerobic recommended as a preventative exercise, decreases the risk of measure against metabolic metabolic syndrome,” explains syndrome. However, until recently, Bakker. “In particular, relatively small the benefits of resistance training amounts of resistance exercise were not so well established. – less than one hour per week – “Resistance exercise was already resulted in the highest reduction in known to reduce the risk of type 2 risk (29 per cent) compared with diabetes and improve bone health, no resistance exercise. but nothing was known about its “We also found that two or effects on the development of more sessions of resistance metabolic syndrome,” says lead exercise and at least 150 minutes author Esmee Bakker of Radboud of moderate intensity aerobic University Medical Center in exercise per week is superior in Nijmegen, The Netherlands. preventing metabolic syndrome.” These results were independent RESISTING DISEASE of other healthy behaviours. Bakker and her research team Interestingly, the researchers followed 7,418 middle-aged men found that doing more than an and women who received medical hour of resistance training did examinations between 1987 not further decrease the risk of and 2006. During their developing metabolic syndrome – examination, suggesting that the optimal amount of exercise should be relatively easy for people to maintain. Ȝ

Relatively small amounts SHUTTERSTOCK.COM PHOTO: of resistance exercise resulted in the highest reduction in risk

* Bakker, E.A, et al. Association of resistance exercise, independent of and combined with aerobic exercise, with the incidence of metabolic syndrome. Mayo Clinic Proceedings, 14 June 2017

98 healthclubmanagement.co.uk August 2017 ©Cybertrek 2017 SIBEC 17 Europe

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