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HEALTH health clubCLUB SPA management AUGUST 2009

SPA MEMBERSHIPS can clubs use these to guarantee spa revenue?

INTERVIEW FX LEISURE director Stuart Taylor on creating an engaging environment

EVERYONE’S TALKING ABOUT... GP TRAINING

The offi cial a leisure media SHOULD DOCTORS BE TRAINED IN EXERCISE SCIENCE? publication company of the FIA publication

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©2009 Star Trac. All rights reserved. Star Trac and the Star Trac logo are registered trademarks of Unisen, Inc. Inspiration Strength and Expect Different is a trademark of Unisen, Inc. LockNLoad is a trademark of Innovative Strength Technology, LLC editor’s letter

Subscriptions Julie Albone brain health +44 (0)1462 471915 Circulation Manager Michael Emmerson ith an ageing population, managing Alzheimer’s and +44 (0)1462 471932 other forms of dementia is an increasingly Editor W important priority for the health services. A

AGENCY: DREAMSTIME.COM AGENCY: Liz Terry ❘ ministerial dementia research summit at the Royal Society in +44 (0)1462 431385 London on 21 July called on the government to increase funding Managing Editor for research into both treatment and management. Kate Cracknell Figures from 2006/07 show that £29.2m was allocated to +44 (0)1462 471906 dementia research. This compares with £246.6m to cancer research and £75.6m to research into heart Assistant Editor disease. Dementia affects around 700,000 people in the UK and, speaking at the event, care services Katie Barnes minister Phil Hope said research should secure a greater proportion of the 2011 budget. His calls were +44 (0)1462 471925 supported by 31 experts who signed a letter calling for the budget to be trebled to £96m a year. News Desk With the issue of brain ageing and the management of people with dementia high on the political Pete Hayman PHOTOGRAPHER: ZDENKA MICKA PHOTOGRAPHER: and social agendas, and getting attention from leading academics, the spotlight is also falling on the role © +44 (0)1462 471938 Sarah Todd exercise can play in managing the symptoms and dramatically improving the quality of life of sufferers. +44 (0)1462 471927 A healthy diet and moderate exercise are promoted by experts as protection against Tom Walker Healthcare professionals +44 (0)1462 471934 mental decline and dementia; results Products Editors report that exercise leads presented at the Alzheimer’s Association Mark Edmonds to calmer and more 2009 Conference held in Vienna, from 11-16 +44 (0)1462 471933 July, suggest a ‘heart healthy’ diet, and Sarah Todd healthy behaviour, better maintaining or increasing physical activity, may +44 (0)1462 471927 lifestyle patterns and a help preserve memory and thinking abilities. Designers The research looked at the effects of the Andy Bundy greater sense of wellbeing Dietary Approaches to Stop Hypertension +44 (0)1462 471924 among dementia and (DASH) diet, which consists mainly of fruit, Ed Gallagher vegetables, nuts/legumes, whole grains, low fat +44 (0)1905 20198 Alzheimer’s sufferers dairy and fish. The diet is recommended for Claire Toplis high blood pressure or pre-hypertension +44 (0)1462 471910 sufferers. A consequence of reducing blood pressure is a reduction in the risk of dementia and according Website Team to Dr William Thies of the Alzheimer’s Association: “Research continues to show us that there are Katie Eldridge lifestyle decisions we can make to keep our brains healthier and lower our risk of memory decline.” +44 (0)1462 471913 Also at the conference, Dr Deborah Barnes of the University of California in San Francisco Dean Fox +44 (0)1462 471900 presented research findings based on a survey of 3,075 older adults, which showed that cognitive decline is slower in those whose physical activity levels remained constant or increased. “Sedentary Emma Harris +44 (0)1462 471921 individuals should be encouraged to engage in physical activity at least occasionally,” said Dr Barnes. Tim Nash Speaking in the last issue of Health Club Management, Dr John Ratey from Harvard Medical School +44 (0)1462 471917 outlined research which showed that exercise can cut the incidence of Alzheimer’s in half. He also Michael Paramore explained that exercise has been shown to delay the onset of the decline by between 10 and 15 years. +44 (0)1462 471926 As well as helping prevent dementia, exercise can have a calming and positive impact on dementia Publisher sufferers. Technogym has been working with care homes specialising in working with elderly Jan Williams sufferers. The results have been very encouraging, with healthcare professionals reporting that +44 (0)1462 471909 exercise leads to calmer and more healthy behaviour, better lifestyle patterns and a greater sense of Sales wellbeing. All the evidence suggests that our industry has an important part to play in helping Julie Badrick vulnerable people who are battling this challenge, as well as helping prevent or delay the onset. +44 (0)1462 471919 John Challinor Liz Terry, editor +44 (0)1582 607970 email: [email protected] Nuzhat Hayat 01604 415414 health club SPORTS Attractions spa business Nadeem Shaikh management MANAGEMENT management Feather Down Farms’ Luite Moraal CRYSTAL PALACE GROWING THE Philip Knatchbull on SPA MEMBERSHIPS GRASSROOTS $VS[PO
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looks towards glamorous 2012 and beyond FX LEISURE BIG GIANT TACKLING SCREENS CCPR’S TIM LAMB 5063*4. ON CHAMPIONING EDINBURGH Financial Controller SPORT AND RECREATION ACTIVE PEOPLE

HOTELS GONE GREEN Sue Davis uniting the world of spas +44 (0)1395 519398

GP TRAINING Financial Administrator Denise Gildea +44 (0)1462 471930 NEWS AND JOBS UPDATED DAILY ON THE INTERNET leisureopportunities.co.uk Credit Controller CONTACT US The Leisure Media Company Ltd, Portmill House, Portmill Lane, Hitchin, Hertfordshire SG5 1DJ UK Rebekah Scott +44 (0)1462 733477 SUBS Tel: +44 (0)1462 471915 Fax: +44 (0)1462 433909 © Cybertrek Ltd 2009

june 2009 © cybertrek 2009 Read Health Club Management online 3 healthclubmanagement.co.uk/digital advertising feature

REEBOK & CIRQUE DU SOLEIL LAUNCH INNOVATIVE GYM WORKOUT FOR WOMEN – JUKARI Fit to Fly™

Reebok-Cirque du Soleil’s workout could, say fitness for women fun again. They embarked on a journey to create an consumer testers, be the “best workout experience inspirational workout that would shake ever”. Plus the launch of a striking new product range up and invigorate a woman’s gym routine. After eight months of n 1989, Reebok revolutionised of all women know that exercise and development and rigorous testing, women’s fitness with the keeping fi t is very important to their JUKARI Fit to Fly was ready. creation of Step Reebok. Now overall health, less than 25 per cent Says Uli Becker, president of Reebok: the company has revealed its participate often in fi tness. Specially- “Reebok has a strong history in women’s latest intentions with the launch of its commissioned Reebok research looked fi tness, and Cirque du Soleil is world- fitness phenomenon – the innovative at why this might be. The fi ndings renowned for creativity and innovation. gym workout, JUKARI Fit to Fly™ – showed that nearly two-thirds (61 per The combination of our companies’ which took place at the Reebok Sports cent) of all women would work out unique DNA creates a fi rst-of-its-kind Club in Canary Wharf, London. more if it were more fun. More than half partnership which will change the way The workout is the fi rst in a series (54 per cent) felt exercise was a chore. women experience the gym.” of initiatives to come out of a new, Says Katrin Ley, head of women’s Says Mario D’Amico, CMO at long-term partnership with globally at Reebok: “These insights proved Cirque du Soleil: “This partnership is renowned entertainment company, that women were unmotivated and the perfect fi t. Reebok understands Cirque du Soleil. uninspired to exercise, but that they what women want from fi tness and JUKARI Fit to Fly makes fi tness fun would work out more often if the gym what products work best, while our again by introducing a new way to were more fun. The combination of performers are renowned for their move in a gym workout. It’s accessible Reebok’s heritage in women’s fi tness athleticism, choreography and artistic to all women, regardless of fi tness and the fun, excitement and innovation fl air. The challenge to bring these two levels. The hour-long workout has that Cirque du Soleil brings to its craft skill sets together to create a new gym been created on a specially-designed mean that we are in a unique position workout was very exciting for us.” piece of equipment called the FlySet. to provide a solution to this need. The The result is a workout that gives the result is a whole new way to move the jukari fit to fly workout sensation of fl ying while strengthening through the JUKARI Fit to Fly workout JUKARI Fit to Fly isn’t just fun to take and lengthening the body through cardio, plus a new range of products to wear, part in – it’s an effective, hour-long total strength, balance and core training. designed specifi cally for women.” body workout of cardio, strength, The classes have launched in top balance and core training. gyms in major cities around the world the reebok & cirque A trained instructor guides a class including Hong Kong, Delhi, Mexico City, du soleil partnership of up to 12 people through the Madrid, Paris, Krakow, Munich, Seoul, In early 2008, the two brands came workout moves using the FlySet Kuala Lumpur, Buenos Aires, Santiago, together with a single objective: to make (see images); this hangs from the Montreal, Los Angeles and gym ceiling and has been New York. The workout designed specifi cally for has already attracted JUKARI Fit to Fly. many A-list fans – including The FlySet consists of a supermodel Bar Refaeli and durable, three-stranded rope actresses Mischa Barton, fi xed to the ceiling, with a Jaime King and Molly Sims. 360-degree swivel point at The Reebok-Cirque an adjustable length, with du Soleil partnership and two attachment loops. The JUKARI Fit to Fly workout FlyBar, a 4.5lb neoprene- are the direct result of coated attachable steel bar, insights into what women is placed through the two really want from exercise. loops, which can be varied A survey of 15,000 women in height, to create an across 25 countries in 2008 apparatus that strengthens found that, while nearly half Classes use a special FlySet, which is suspended from the ceiling and lengthens the body as

4 Read Health Club Management online august 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital JUKARI Fit to Fly: The sensation of fl ying you experience the sensation of fl ying Soleil artists do as part of their shows. performance without sacrifi cing any during the workout. Anyone taking the JUKARI Fit to Fly attention to style and detail. Leslie Calvagne, Reebok’s training class must leave it feeling they have “The collections contain versatile pieces director for JUKARI Fit to Fly, worked experienced something different, with that can be mixed and matched together with Cirque du Soleil for 12 months to that Cirque du Soleil fl air. The skill came or integrated into every woman’s daily create the workout and the equipment. in adapting and testing these moves so wardrobe, providing a fashionable and She says: “We set ourselves the task of that they felt real but, at the same time, contemporary fi tness range that can be creating the ‘smile while you’re sweating’ easily accessible for anyone.” worn both in and out of the gym.” workout, and the hundreds of women who have already taken this class tell us the product global marketing support we have succeeded. To compliment JUKARI Fit to Fly, The launch of JUKARI Fit to Fly will be “JUKARI Fit to Fly is a head-to-toe Reebok has also created two collections supported by a global marketing campaign workout that’s new, different and, of women’s fitness apparel and throughout 2009. Running online, above all, fun. Working with Cirque footwear: On the Move and the outdoor, in-store and in-print in key du Soleil has been an incredible Reebok-Cirque du Soleil collection. markets worldwide, the campaign will experience and we’re delighted with Both consist of products which feature JUKARI Fit to Fly action imagery the result – as are our gym partners can be worn for a range of fi tness and Reebok On The Move and Reebok around the globe who have seen it, disciplines, from running to yoga, Cirque du Soleil apparel and footwear. tried it, and who will be launching it to JUKARI Fit to Fly to tennis. All have their members this year.” been developed and designed with a As the creative inspiration behind deep understanding and knowledge of FOR MORE INFORMATION the project, Cirque du Soleil played the unique way a woman’s body moves. PLEASE CONTACT: a crucial role in creating the class. As Reebok’s head of women’s apparel, Andrew Stone/ Maya Ogorzalek Lyn Heward, creative director of the Michele Slobin, led the Women’s M&C Saatchi Sport & Entertainment Reebok-Cirque du Soleil programme, Product Creation team. She says: T: +44 (0)20 7543 4591 / +44 (0)20 7544 3794 says: “From day one, we committed “The Reebok On the Move and E: [email protected] / to making sure every move would Reebok-Cirque du Soleil collections [email protected] be inspired by real moves Cirque du provide women with a high level of W: www.reebok.com / www.reebokclub.co.uk august 2009 © cybertrek 2009 Read Health Club Management online 5 healthclubmanagement.co.uk/digital welcome to HEALTH CLUB MANAGEMENT © ISTOCKPHOTO.COM

Creating an engaging environment p30 Is Inner IDEA in your diary? p27

contents

08 letters Exercise programmes should focus on improving people’s future health as well as their current fi tness levels, says Peter Hope

10 news round-up New report shows that GPs lack access to exercise referral schemes, plus a £15m refurb for Billingham

16 international news Willow Stream spa for Monte Carlo, EHFA and IHRSA sign agreement, Prevention and cure of lifestyle diseases p42 and Vivafi t reaches the 100-club milestone in Portugal 24 people news 35 small spaces, big results Brigid Simmonds to leave BISL, and How can you create a robust pilates 18 fi a update Kevin Yates talks about winning the offering if you have only limited Support from MPs for the FIA Future of FLAME Award space? We provide some tips and MoreActive4Life campaign, and a equipment suggestions look at the new report from the 26 competitive edge Public Health Commission Cycling in Taiwan, and runs that hold 39 next generation you to your New Year’s Resolution Should bricks and mortar health 22 reps update clubs be worried about the advent REPs strikes an agreement with SQA 27 diary dates of online gyms and TV-based fi tness to recognise Scottish qualifi cations Leisure Industry Week takes place at offerings? We ask the people behind the Birmingham NEC next month this new breed of ‘virtual club’

28 everyone’s talking about... 42 prevention for life gp training The Pritikin Center in the US has, Should GPs be trained in exercise for many years, been providing science to enable them to refer prevention and cure for lifestyle people for exercise, and to work diseases such as obesity and with the fi tness industry? diabetes. We talk to president Paul Lehr about the Pritikin Program 30 interview fx leisure Stuart Taylor, director of independent 46 making your gym strong family-owned FX Leisure, talks about Encouraging members to use doing things differently and creating resistance equipment can boost Resistance for retention p46 an engaging environment retention levels. We investigate

6 Read Health Club Management online august 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital HEALTH CLUB SPA AUGUST

Broadened appeal for business success p57

The offi cial publication of the Fitness Industry Association +44 (0)20 7420 8560

reader services

What are your group cycling needs? p50 Should spas sell memberships? p54

digital magazine 50 vive la revolution 60 health club spa q&a HEALTH CLUB SPA The proliferation of the group cycling gerard mccarthy See Health Club Management online category can make it hard to know The sales director for Dalesauna healthclubmanagement.co.uk/digital where to start in choosing equipment talks about developments in heat news & jobs for your gym. Our listing, grouped experiences, and calls for the industry For jobs and news visit the Health into sub-categories, will help to make spas more affordable Club Management website at healthclubmanagement.co.uk 54 health club spa q&a HEALTH 64 the power of partnership CLUB SPA committed to spa Partnership was the buzz word at attention buyers! We talk to Nick Coutts, CEO of this year’s SIBEC, whether with PCTs Use our search engine to find Holmes Place Iberia, about the or other bodies. We summarise the suppliers and get innovation updates success of their spa memberships keynote and the delegates’ response fitness-kit.net

56 health club spa HEALTH 66 supplier profi le subscribe: CLUB SPA spa news arie van winkelhof, gym80 Sign up for Health Club Management New Edinburgh spa for Bannatyne’s, The MD of gym80 International at leisuresubs.com, or call: and Hoole Hall to open in November talks about growing the category, +44 (0)1462 471915

For just over £20 per issue you can access over 10,000 motivated leisure developing a CV range and providing health club professionals committed to the industry management DIRECTORY To book your space call the sales team on HEALTH operators with an alternative based buyers’ guide: Tel: +44 (0)1462 431385 57 health club spa architects/designers CLUB SPA clothing & merchandise amazing space on quality, not quantity For suppliers of

To book your advert call the sales team on Huntingdon Leisure Centre recently products and services +44 (0)1462 431385 AV/sound underwent a major refurb, including 74 lightweights in the health club the creation of a spa and kids’ play The ultimate luxury: a new spa in and spa markets, turn to p70 area, to expand its user base. We Switzerland has a steamroom with To book your advert call the sales team on take a look at the development walls covered in Swarovski crystals +44 (0)1462 431385 august 2009 © cybertrek 2009 Read Health Club Management online 7 healthclubmanagement.co.uk/digital AUGUST 09 LETTERS write to reply AUGUST 2009

Do you have a strong opinion or disagree with somebody else’s views on the industry? If so, we’d love to hear from you – email: [email protected]

proximity and convenience – but also price – key to success

I was interested to read the ‘Chasing back up the report, in that proximity Pavements’ research article in last and convenience are indeed crucial month’s HCM. The research findings factors to success, but also suggest suggest that people do more exercise if that the potential for increasing new they live in communities where shops, exercisers from a small geographic area transport links and recreation facilities is much, much higher than we might are within walking distance. have anticipated. We’ve recently been involved in a Our findings for a variety of different number of projects to analyse where clients show that an appropriately our clients’ members live in relation to priced facility at the centre of the their club/centre. Our findings not only community can generate local member

penetration levels within half a mile of DEAN ©ISTOCKPHOTO.COM/ANDY 30 to 40 per cent – and that doesn’t Exercise programmes should promote include those who are going to our future health as well as current fi tness clients’ competitors. From a marketing perspective this is crucial information. tailored programmes Our strategy as an industry must be to needed for older members put our core offering at the heart of the I was very interested to see that community and pursue a long-term policy the FIA and Medical News Today of education through improved marketing websites both focused recently on communication. In other words, let’s an established study looking at how persuade our neighbours about the exercise programmes reduce the risk benefits of regular exercise and how of falls and fractures in elderly women we can help them achieve results. Our with osteoporosis. research, like that summarised in HCM, The study, published in The Canadian shows that, if we get this message right, Medical Association Journal (CMAJ),

©ISTOCKPHOTO.COM/RENÉ MANSI ©ISTOCKPHOTO.COM/RENÉ the potential is huge. sought to assess types of exercise People exercise more if affordable andy kidd given to older people to help address facilities are within walking distance md, hattrick balance, strength and agility. It measured the effect of exercise on static and dynamic balance, as well as Taking early legal advice can often prevent the letter knee extension strength; the results a problem becoming a dispute. The team at demonstrated that exercise improved of the law Croner Consulting answers readers’ questions both of these. It also reduces the risk of fractures by maintaining bone mass What are Data Protection Privacy Notices and what do they have to contain? and decreasing the risk of falls. Q When we exercise, it’s important Privacy Notices are the statements given to individuals when personal data to develop muscular strength that can A is given by them (for example when completing a membership application), be put to functional use, developing an which explains what use will be made of that data, and how and why it will increased range of movement, ensuring be processed. Many notices at present contain legal jargon and are not easily muscle groups are co-ordinated and understood by non-lawyers. improving dynamic stability of the The Information Commissioner has therefore launched a code of practice joints. This will reduce the risk of to stop the use of confusing privacy notices which prevent people from injury and enhance performance. understanding exactly how their information will be processed. The code We should tailor exercise requires notices to be user-friendly and clear, and to be written in plain programmes carefully to promote future understandable terms. Failure to comply with the code may mean that you health as well as current fitness levels. are breaching the first data protection principle – that data must peter hope be processed lawfully and fairly. business development manager, balancemaster

8 Read Health Club Management online august 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital Evolve your sales. Call Simon Farrel on 07920 567051 or email [email protected]

,5#/:!$% ,5#/:!$%30/24AND(9$2/!#4)6%AREREGISTEREDTRADEMARKSOFTHE'LAXO3MITH+LINEGROUPOFCOMPANIES 3OURCE%UROMONITOR3PORTS.UTRITION !#.IELSEN3PORTS$RINKSWEEKSTO update news

in brief... gps lack access to referrals Less than half of general practitioners Commenting on the report’s results, new equipment for (GPs) have access to an exercise Rosi Prescott, CEO of Central YMCA, richmond sites referral scheme, according to new says: “Despite the increasing evidence The London Borough of Richmond research published by the Mental Health base to support exercise schemes, much upon Thames Council has completed Foundation (MHF). more needs to be done to persuade those a £90,000 upgrade of four of its A survey by MHF has found that there in the health service of their benefi ts. publicly-operated health clubs. are “signifi cant barriers” preventing “Although the number of GPs Fitness suites at Teddington Pools, patients from accessing exercise on who would prescribe exercise is Hampton Sports Centre, Shene prescription. The report mentions funding increasing, it’s disappointing that it Sports Centre and Whitton Sports constraints within local government and remains so low. More needs to be Centre have undergone a revamp primary care trusts (PCTs) as one of the done to ensure that all people working which included the installation of most signifi cant issues, but also warns of within primary care have access to new CV and resistance equipment a lack of recognition of the benefi ts of exercise referral schemes. There supplied by Cybex. Cybex installed exercise referral. should be no postcode lottery.” VR1 Duals strength equipment at all The report, called Moving on Up, states four of the sites, as well as a FT360 that there is currently a signifi cant lack cable machine at Whitton, 750T of awareness of exercise schemes among treadmills at Teddington, Hampton GPs and other healthcare professionals and Shene, and Stage 2 IFI-accredited who might refer patients (see Talkback, CV and strength equipment at the p28, for further discussion). Teddington and Shene centres. Of the GPs who have access to a referral scheme, however, nearly 80 per centre investments ditched cent use it on a regular basis. for outdoor activities In the report, MHF makes a number Tendring District Council in Essex no of recommendations to address the longer proposes to roll out Lifestyle barriers. These include PCTs funding gyms at leisure centres across the the a range of exercise activities; district. Plans by the council’s former healthcare professionals and exercise administration to overhaul sports staff involved in referral schemes facilities in Walton, Dovercourt and developing closer working links; and Harwich have been dropped by the a variety of exercise activities to be current leadership, in preference offered, in addition to gym-based for the promotion of outdoor programmes, to cater for patients’ Less than half of all GPs have access activities such as walking, cycling and different interests and fi tness levels. to an exercise referral scheme watersports. The re-introduction of a tourism strategy to encourage greater use of activities related barr selected for carnegie revamp to the area’s heritage and natural environment will now be put in place. Barr Limited, the Paisley-based construction company, has been new leisure centre appointed by Fife Council as the main planned for rushden building contractor for the £17m A £13m leisure centre will be refurbishment of Carnegie Leisure built at Manor Park in Rushden, Centre in Dunfermline. Northamptonshire, to replace Work at the facility, which will outdated facilities at the Splash undergo an internal and external Leisure Pool and the Pemberton renovation as part of the revamp, will Centre. The scheme will comprise form part of the council’s wider £50m a six-lane, 25-metre swimming pool scheme to improve leisure facilities in and a teaching pool, as well as a four Dunfermline, Kirkcaldy and Glenrothes. court sports hall, dance/exercise Plans for the upgraded Carnegie studios and a health and fi tness suite. Leisure Centre include two purpose- The facility will be project managed built aerobics studios, a new 90-station by global consultants Mace, whose fi tness suite, new changing and reception previous projects include the London areas, a new group cycling room, and a Eye and the British Museum’s Great new indoor play centre for children. Court, and will be designed by A health village, incorporating sauna, FaulknerBrowns Architects. Carnegie centre is set to undergo a steam and spa services, will also be £17m redevelopment of its facilities established as part of the project.

10 Read Health Club Management online august 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital news and jobs updated daily on www.healthclubmanagement.co.uk

email: [email protected]

When complete, the leisure centre will include a 25m, six-lane swimming pool work to start on billingham Billingham Forum has closed to the sports hall and two squash courts; public to allow construction work on structural improvements to the theatre a £15m refurbishment scheme to get area; and an upgraded ice rink facility. underway at the leisure complex, which Morgan Ashurst, the Warwickshire- is expected to last for 18 months. based construction company, has been Stockton-on-Tees Borough Council appointed to deliver the scheme, which (SBC) and operator Tees Active are aims to ensure that the Billingham working in partnership on the revamp, Forum is ‘future-proofed’ for at least which will include the creation of a new 25 years, thereby providing a modern six-lane, 25m swimming pool with a new facility for local residents. training pool and existing learner pool. SBC’s cabinet member for An extended gym, providing 30 regeneration and transport, councillor additional stations, and a new dance Bob Cook, says: “The countdown studio also form part of the scheme. for this major refurbishment really In addition, there will be an enhanced starts now. The work will transform reception area; improvements to the what is a hugely popular facility at the indoor bowls court, the four-court heart of Billingham.”

haverhill centre to re-open

Haverhill Leisure Centre in Suffolk has resistance equipment from Matrix. re-opened following a multi-million The centre is the fi rst facility in the pound refurbishment. UK to install the new range. The centre, which is operated by The main sports hall has been re- Abbeycroft Leisure on behalf of St fi tted with a new spring fl oor, while a Edmundsbury Borough Council, has glass-walled second fl oor mezzanine undergone a £5.2m redevelopment has been created to add a dedicated of its facilities. combat sports area. The centre’s fi tness suite, which was Other work included the re-tiling moved into an adjoining pod during of the swimming pool hall, the building the closure, has almost doubled in of a new spectator seating area, and size and has been re-fi tted with new the installation of new lighting and equipment, including the G7 line of ventilation systems.

august 2009 © cybertrek 2009 update news

revamp for comber leisure

Dance: Comber Leisure Centre in Comber, A satisfying County Down, Northern Ireland, is to workout undergo a £1.5m revamp. The refurbishment includes proposals to expand the existing Momentum gym and increase the amount of fi tness The term ‘recovery’ is everywhere in the equipment from 27 to 65 stations. A world of sport these days. If it’s not the new fi tness and dance studio will also punishing tennis schedule or the long rugby thumbs up for be built. The existing children’s soft play area will be relocated, while the season it’s something else. But while some changing facilities and social areas will people know how important recovery is to dance classes updated and the main synthetic sports the elite, many don’t know how important A survey from Sport England shows that pitch and tennis courts resurfaced. it is to themselves! people taking part in dance and exercise Mayor of Ards, councillor Billy movement are more satisfi ed with their Montgomery, says: “Comber Leisure Recovery is important to everyone doing experience than participants in any Centre needs to be brought up to date. sport. Put simply, it’s the ability to speed other form of physical activity. This work will ensure local people have your readiness to exercise again without According to the Sport England access to modern health and fi tness compromising your athletic ability. It study, which measured the quality of facilities in attractive surroundings. includes simple strategies such as warm experience for regular participants in “The refurbishment also makes downs and stretching, but probably the more than 40 sports and activities, an economic sense, as a completely most important is the right nutrition. overwhelming 89 per cent of those remodelled centre will be much more taking part in dance were satisfi ed with appealing, generate more usage and, Ultimately nutrition fuels your training and the organised activities. therefore, more income to offset the competition; therefore during the recovery The survey measured satisfaction with overall costs of running the centre.” period after exercise it is important to think the quality of the sporting experience about three key elements: and focused on the overall service that participants received from their national 1. Replace carbohydrates that you have just governing body – everything from staff burnt running, cycling or swimming to value for money, and from fi tness benefi t to performance development. 2. Consume fl uids to help rehydrate your Andrée Deane, chief executive of body and replace electrolytes lost via the Fitness Industry Association (FIA), perspiration says: “Exercise, movement and dance 3. Protein is also important to help muscle as a concept is compelling, engaging and recovery as it promotes what we call fun. These results are a credit to the protein synthesis teachers who motivate their classes.” The gym will expand to 65 stations

Combined and consumed in the fi rst few hours after training would be an ideal huddersfi eld plans unveiled strategy and means you should be able to maintain momentum and compete at your Kirklees Council has unveiled its plans pool, a teaching pool with moveable for the construction of a new £36.2m fl oor, and a fi tness suite. highest level! sports centre in Huddersfi eld, which is Two sports halls and facilities for Nick Morgan to form part of the wider regeneration climbing, squash and martial arts also of the West Yorkshire town. Head of Sport Science for Lucozade Sport form part of the proposals, as well as The new facility will be built on the a café and a children’s area, in a bid to The LSSA has extensive knowledge Spring Grove car park in Springwood. It promote health and wellbeing among drawing on over 30 years of experience is to be funded by the sale of the existing the local community. in sports nutrition research. Huddersfi eld Sports Centre site in A planning application for both www.thelssa.com Southgate, for the development of a new the new sports centre and the Tesco Tesco supermarket. supermarket are due to be submitted Plans for the new complex include a within the next few weeks, before a leisure water attraction incorporating public consultation is held to enable a beach, a wave machine, a fl ume and local residents to comment on the plans. a sidewinder, while other facilities will If approved, work is set to start on include a 25m, eight-lane swimming the new sports centre in late 2010. LUCOZADE, LUCOZADE SPORT are registered trademarks of the GlaxoSmithKline group of companies. august 2009 © cybertrek 2009 news and jobs updated daily on www.healthclubmanagement.co.uk

in brief...

fi a welcomes fi tness report The FIA has welcomed a new report, backed by the Conservative Party, which seeks to boost the health and fi tness levels of the country (see also p20). Fred Turok, FIA chair, says the report – We’re All In This Together, Improving the Long Term Health of the Nation – is “excellent news for the health and fi tness sector”. The report recommends that a single, branded vehicle should be established to deliver three key health messages: healthy The revamp at the centre will include an upgrade of the fi tness faciliities diet, understanding the ‘calories in, calories out’ equation, and £2.8m revamp for donyngs responsible drinking. It also recommends amending the Donyngs Recreation Centre in addition of a new cycling studio, a sauna, current tax system to support all Redhill, Surrey, is in line for a £2.8m treatment rooms and a dedicated kids’ forms of physical activity through refurbishment led by the facility’s new fi tness area. The study will also investigate a reduced VAT rate. Turok says: operator, Nuffi eld Health. options to remodel the reception area, “This is a major milestone for A partnership project with Reigate and café, changing rooms and soft play area. everyone who works in, or is Banstead Borough Council, the revamp Current facilities include a six-court associated with, the sector.” will include an upgrade of the centre’s sports hall, six squash courts, a health gym facilities. The redevelopment of suite, a crèche and a dance studio. new gym for haringey the fi tness suite, which is set to cost The 25m pool is also expected to sports centre £320,000, will include increasing the benefi t from a facelift, along with White Hart Lane Community number of stations from 72 to 100. repairs to the lighting, heating and Sports Centre in Haringey, A feasibility study is underway to look ventilation systems to reduce energy London, has opened its new at initial plans to relocate the gym to a use. Nuffi eld Health manages all three £200,000 Active Strength gym. larger section of the centre, as well as the of the council’s leisure centres. The 189sq m (2,034sq ft) gym is equipped with Technogym’s Pure Strength resistance equipment, breathe yoga centre to open plus a range of cardio kit supplied by Escape Fitness, Pullham Sport A new purpose-built club dedicated Nick Clarke, who both have more and Technogym. The gym will also exclusively to yoga, wellbeing and than 20 years’ experience in the offer weightlifting platforms for pilates is set to open in Beckenham, fi tness industry. amateur, semi-professional and Kent, this month. Offering a complete range of yoga professional training. Building work Called Breathe, the club has been disciplines, Breathe will feature both was carried out by Apollo and co-created by Claire Dunphy and hot and traditional yoga classes. took nine weeks to complete.

august 2009 © cybertrek 2009 Read Health Club Management online 13 healthclubmanagement.co.uk/digital update supplier

training news zigzag upgrades xer-dance

skills gaps to ZigZag is introducing intelligent close in south east wireless tracking cards to its Xer- The National Skills Academy for Dance platform, so users will be able to Sport and Active Leisure has compare their scores with friends and awarded Academy Provider status ‘dance mates’ around the world. to several training providers in the The cards, which will also monitor south-east, as part of a strategy to users’ activity levels from a number of improve the standards of training different angles (see below), are part of in the region. So far, the companies an upgrade to the Xer-Dance system’s that have received recognition for Pump it Up software. They will allow their health and fi tness training ZigZag’s fi ve-step dance mats to recognise include Amac Training, Lifetime and their user and automatically transfer their Dancers will be able to compare The Skills Partnership. All three will exercise data to an online portal. their scores with other participants be offering a range of qualifi cations Fergus Ahern, MD of ZigZag, says: including Level 2 Fitness Instructing “The new software will be a real bonus and scores achieved, will be remotely and Level 3 Personal Training. The for dancers, who will each be given a uploaded onto a dedicated Xer-Dance approved providers will join an card that can be carried in a pocket site. This will allow them to monitor established network of the best or clipped to clothing, much like a their own progress and compare their quality training providers across the membership card. scores with their friends and school country, and will be recognised by “Their individual information, including colleagues, as well as with other dancers employers and individuals wanting to the frequency and length of exercise, from across the country – and even work or progress in fi tness. along with steps taken, calories burned around the world.”

dance gaining ground The UK has experienced a rapid london wasps climbing to fi tness growth in dance leadership training, according to Sports Leaders UK London Wasps Rugby Club has (SLUK). An increase in demand for installed a Versaclimber (pictured) and dance courses from schools and Versapulley exercise machine at its community groups has seen the training ground in Acton. number of SLUK’s Level 1 in Dance The Guinness Premiership side Leadership courses grow by 25 per is using the new equipment during cent in the past year. the close season, to keep players’ Versaclimber Michaela Hutchings, head of fi tness levels up in preparation for the will be used operations at SLUK, says: “We gruelling pre-season training. to prepare for expect to register 10,000 dance London Irish and Leicester Tigers pre-season leaders in the coming year. This has rugby clubs have also recently taken training grown from zero in just four years.” delivery of Versaclimber machines.

leeds college accredited by nsa Leeds Trinity & All Saints college new dancing dll invests in in Yorkshire has launched a new foundation degree for people stage launched keiser kit aspiring to be physical activity Japanese gaming company Konami has David Lloyd Leisure has invested more teachers. As Academy Provider for given Dance Dance Revolution (DDR) than £200,000 in Keiser’s M5 Ellipticals, Community Sports Enterprise – X its public European debut at the Japan M3 Indoor Cycles and Air Resistance accredited by the National Skills Expo event in Paris, France. equipment. Two of its sites, in Swindon Academy for Sport and Active Celebrating the 10th year of the and Worthing, are the fi rst in the UK to Leisure – the college has introduced DDR dance machine, the ‘X’ model offer Keiser’s M5 Elliptical. Supporting Learning: Sport, Physical brings a range of updates and overhauls, The Swindon site – still branded Next Education and Health. The work- with new décor, a larger screen (37” Generation – had eight M5s installed based degree is designed for teaching widescreen LCD) and additional tracks, at the end of March, while fi ve were assistants, sports coaches, youth taking the total number of songs to installed at David Lloyd Worthing in June. workers and health advisors looking almost 400. The ‘X’ model is to be Keiser’s M3 bike is already a feature to learn new ways to educate young shipped throughout the continent, with in key DLL sites, but an additional 70 people about healthy lifestyles. a second production run being planned bikes have been installed at eight sites due to the number of orders received. throughout the UK.

14 Read Health Club Management online august 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital Sources: *Project MOP, 2008. 1. Nielsen, Scantrack, Total Coverage, Value, MAT to 29.11.08. 2. Nielsen, Scantrack, value sales data 1.11.2008. 3. Ave 2g sugar in V Water vs 4.6g per 100ml in Glaceau Vitamin Water. 4. Canadean, 2008. 5. Nielsen, Scantrack, Total Coverage/Total Brewers, MAT to 21.03.09. 6. Nielsen, Scantrack, Total Coverage, MAT to 21.03.09. 7. Cardinal Research 2004. The GATORADE name and associated designs are registered trademarks of Stokely-Van Camp, Inc, and are used with permission. international news

in brief... turkey’s hilton dalaman opens The Hilton Dalaman Golf Resort & Spa The new 410-room resort has its own dance mat fi rst for aura offi cially opened on 19 June. Operated private kilometre-long beach and a range Aura Tullamore Leisure Centre under a franchise licence agreement of leisure facilities, including a 6,000sq m in County Offaly has teamed with with Gocay Tourism, Management, health club and spa. ZigZag to launch Ireland’s fi rst Investment, Transportation & Trade Inc, The Precor-equipped gym offers CV fi tness-related dance mat classes. the resort is Hilton Hotel Corporation’s and resistance equipment, an indoor The site, run by Tullamore Town ninth property in Turkey. jogging circuit and a studio for meditation, Council and Aura Sport and Leisure yoga and pilates classes. Facilities are Management, has invested in currently only available to guests, but ZigZag’s fi ve-step dance mats – said memberships will be sold from next year. to be the fi rst dance mats in the The spa is one of the region’s largest health club sector in Eire – for use holistic themed spas, with 18 treatment in its dedicated children’s fi tness rooms, four VIP treatment rooms, room, as well as at external events. 10 spa suites, two Turkish baths, four “You can’t just add an activity to saunas, a steamroom and a spa pool. the timetable and expect people There are also seven outdoor and to come,” says Stuart Martin, three indoor swimming pools and two Aura’s group fi tness and retention tennis courts, while an 18-hole golf manager. “The taster events have Spa offers 18 treatment rooms as course and nine-hole golf academy demonstrated what fun the dance well as four VIP treatment rooms facility are scheduled to open in 2010. mats can be, and the proof is in the number of people now coming to the centre specifi cally to use them.” vivafi t hits 100 clubs in portugal The centre currently runs only kids’ dance mat classes, but has The opening of Vivafi t’s latest club in been doing taster sessions with Lisbon has taken the franchise to the adults, including older adults, and 100-site milestone in Portugal. plans to introduce classes for these A further 21 locations are set to audiences too. open by the end of the year – 19 in Portugal and two in Spain – representing escape appointments an investment of `3m and an annual Escape Fitness has strengthened its growth rate of 23 per cent year-on-year team in continental Europe following CEO Pedro Ruiz says: “Reaching the continued growth across the region. one hundred milestone, without any Raimo Treffers joins from Life stores closing in the last six years, is Fitness, as trade sales account and a clear indicator that our brand and distribution business manager, while franchising system are secure investments. Katrin Jaernecke is the new national “Portugal is still a growing market: key account manager for Germany, penetration rates are lower than average Austria and Switzerland. in the EU, which means that we still have Vivafi t, the women-only franchise, a large, untapped market to conquer.” offers pilates classes to its members club med 30th birthday Club Med, the fi tness chain in Paris, will be celebrating its 30th birthday positive results in australian member survey in September with an open-door event in fi ve of its 22 clubs. Sixty per cent of Australian gym-goers money. Members claim to visit between Members and non-members are either satisfi ed or very satisfi ed two and three times a week, mostly to will be able to come along to try with their gym, according to the 2009 do a cardio and weights workout (67 out activities at the clubs, with a Australian Fitness Industry Survey per cent) or a group fi tness class (34 different theme in each of the fi ve (AFIS), conducted among 7,000 members per cent). Many employ the services locations: Zen, techno, fi tness, by direct debit service provider Ezypay. of a personal trainer (17 per cent), sport and wellness. The sessions Based on the survey, 64 per cent of but 51 per cent say they reached their will take place across the whole members are female, with 31 per cent goals due to advice given by the club, as day, until 1am, with Zumba sessions aged between 26 and 35. opposed to having to pay for PT. – the Latin-inspired rhythm and Ten per cent said the cost of the The survey also reported a very movement classes – playing a role membership was not as important as competitive local market: 20 per cent of throughout. Members can bring a the benefi ts received, and 39 per cent clubs have 10 or more local competitors friend to the sessions. said clubs were in general value for within a 10-minute drive time.

16 Read Health Club Management online august 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital news and jobs updated daily on www.healthclubmanagement.co.uk edited by kate cracknell email: [email protected] AIR RESISTANCE FITNESS EQUIPMENT naturally different

The 900sq m spa: Designed with the colours of the Mediterranean in mind willow stream for monte carlo Fairmont Monte Carlo has opened a The 900sq m spa, designed by interior new spa and fi tness centre as part of a architectural fi rm Wilson Associates, is `45m refurbishment of the hotel. connected by spiral staircase to the fi tness Located on the sixth and seventh suite. Facilities include eight treatment fl oors of the 602-room hotel, the fi tness suites, all of which have balconies and suite opened on 1 May, while the spa pedicure/manicure chairs overlooking the – one of the group’s Willow Stream- famous hairpin turn of the Grand Prix. A branded spas – opened on 4 July. private experience room is available for The 600sq m, Technogym-equipped personalised self-treatment – a therapist fi tness suite offers views of the Riviera prepares the room and guests then spa coastline and Mediterranean Sea, while on their own. There are also two couples’ aerobic, stretch and yoga classes are suites with double tub, double steam and available in a private studio. Open to overhead rain shower, while a hammam, both hotel guests and local residents, sauna and experiential showers are annual membership costs `2,500 per available in each of the changing rooms. person or `4,500 for a couple. Personal A rooftop pool offers 360° views over training is also available. the Principality, the Riviera and the sea. ihrsa and ehfa sign agreement EHFA and IHRSA have reached an agreement over each association’s role in Europe. Key points include: – EHFA acknowledges IHRSA as the global federation that acts as an umbrella to EHFA and national federations. – IHRSA acknowledges the role that EHFA plays in public policy, as the primary representative body of the European health and fi tness industry to the institutions of European governance, with IHRSA playing a supporting role. Harm Tegelaars (left) of EHFA, and because – EHFA will co-operate with IHRSA to IHRSA’s Joe Moore (right) sign accord actively infl uence public policy discussions at global organisations (eg WHO, OECD), to IHRSA’s national strategic partners, everybody wherever they are based, when this member federations and other members impacts the health and fi tness industry. on all aspects of the health club business. is not the – IHRSA supports the concept of EHFA’s The agreement also acknowledges that development of EREPS. the bodies may hold different positions on – EHFA recognises that IHRSA will individual issues and that, in those cases, same continue to provide support and advice they will act in stakeholders’ best interests. august 2009 © cybertrek 2009 www.huruk.co.uk Tel: 01206 798864 fi a update news

from the board mps line up to support clubs The MoreActive4Life campaign sMeg Munn, MP for Sheffi eld Heeley, received a kickstart from the was at Fitness First in Millhouses, government when Secretary of State Sheffi eld, last month for Health Andy Burnham said: “Making In addition, there are a growing just small increases in your activity number of supporters in Westminster – levels can make a big difference to your the Rt Hon John Battle MP for Sheffi eld, overall long-term health. Tony Lloyd MP for Manchester, and Ben “Active people are up to 50 per cent Bradshaw MP for Exeter and Member less likely to be at risk of major chronic of State for Health and South West disease like coronary heart disease, among them – who have been lending stroke, diabetes and cancer. But not their support to promotions for their enough of us do the recommended 30 local MoreActive4Life clubs. minutes, fi ve days a week. “Change4Life is helping families eat two years on well, move more and live longer and has prompted a lifestyle revolution. The HARMTEGELAARSs FIA’s MoreActive4Life campaign will make an important contribution to this PRESIDENTsEUROPEAN wellness revolution.” health and fi tness The campaign has already spurred a number of MPs into action, with a steady association (ehfa) stream heading down to their nearest FIA club to help promote the campaign Little more than two years ago, I in their community: ©ISTOCKPHOTO.COM/MARCEL MOOJI became president of the European sRichard Caborn, the Labour MP for Health and Fitness Association Sheffi eld and Minister of Sport in 2001, (EHFA). Since then, we have was at Gym Plus at the Copthorne made quite an impact in Brussels, Hotel on 31 July representing the European sMartin Linton, the MP for Battersea, health and fi tness industry to the will be at Latchmere Leisure Centre, institutions of European governance. Battersea, on 3 August As an industry, we have to sGillian Merron, Minister of State infl uence policy upstream, before (Public Health) at the Department it hits our clubs and centres via of Health and the MP for Lincoln, Change4Life and MoreActive4Life: Westminster, devolved assemblies was another active promoter at A lifestyle revolution, encouraging or local authorities. This means Yarborough Leisure Centre people towards the 5x30 goal shaping policies and directives before they leave Brussels, where 70 per cent of UK law is drafted. have I got news for you In order to achieve this, EHFA has managed to secure considerable s the launch of MoreActive4Life continues to gather momentum, the media industry support. This was seen in A has been lending its support to the campaign. From BBC Radio 5 Live, BBC June when the CEOs of Europe’s 17 Radio Bristol, Radio Manchester, Radio Sheffi eld and Radio WM to the Newcastle largest operators came together to Chronicle, Sheffi eld Star and a whole host of other publications. Some of our strategise the future of the industry. favourite comments emerging in support of the campaign include: What emerged from that meeting was simple: wherever you operate, we have simple facts to “.... cheaper gym “This is the best acknowledge. As an industry we sessions to cut obesity” so far.” must continuously get better at what we currently do. We must Evening Standard The Times then take what we currently do and continue to innovate aggressively “.... fi rst steps to “.... couch potatoes so we create our own future. Finally, we must work together a more active urged to get off through our national, regional and global associations to shape the lifestyle” the sofa” environment in which we operate. Marketing Week Lincolnshire Echo

18 Read Health Club Management online august 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital news and jobs updated daily on

www.healthclubmanagement.co.uk Scientific Solutions For Fitness™

email: [email protected] girls allowed: single-sex approved Following a successful lobbying campaign by the FIA, the government has agreed that the new Equality Bill will clarify the fact that single-sex services and employment policies in both public and private fi tness facilities are supported by the law. The Government Equalities offi ce advised the FIA that “exceptions under the Equality Bill will enable single and separate sex services to be provided for men and women. Private fi tness ©ISTOCKPHOTO.COM/GERAD COLES centres can therefore continue to have women-only facilities, including women- only fi tness classes. Mixed membership fi tness centres will also continue to be able to offer different levels of membership, as long as both men and women are treated equally and allowed equal access to differing membership levels. It will also be lawful for women- only fi tness centres to exist.” Women-only clubs and classes are The FIA believes that there are legal and backed by government many reasons that may lead both men and women to prefer a single- regarding exercising. These become less sex environment. Women of all ages problematic in a single-sex setting. Include all, and backgrounds often shy away from “This is a victory for common sense. exercise because of the fear of looking Now thousands of women who, for achieve more unattractive or sweaty, or because religious, cultural or personal reasons they feel intimidated by inappropriate want or must exercise in a women-only SCIFIT is an Inclusive Fitness behaviour from men. Occasionally, women environment can do so,” says David can be made to feel that they are in the Stalker, FIA operations director. Research Associate and with a way of ‘serious’ male participants who “We welcome every development number of its cardio machines resent their presence. In addition to these which reduces any barriers to women IFI accredited at Stage 2 complex sociological factors, there are exercising and encourages all women to making them one of the also cultural or religious considerations feel confi dent and secure in a supportive leading suppliers of inclusive which infl uence women’s choices fi tness environment.” fitness equipment.

The SCIFIT range offers a a different perspective at fl ame complete cardio and strength solution when inclusive When Caroline Shorthouse, a Cystic “Caroline really touched the soul of fitness exercise for all is Fibrosis (CF) sufferer, addressed more everyone sitting in that room. I know than 700 industry professionals at the her compelling and very moving message paramount. Key models can recent FLAME Ball of Fire, a hush fell will be carried to clubs and leisure also sit alongside your existing across the room. centres across the country.” traditional cardio and strength As the 17-year old modestly and CF is the UK’s most common life- machines to meet your IFI uncomplainingly revealed the intricacies threatening inherited disease. Caused commitments and open your of her daily routine of exercise, physio by a single defective gene, the disease facility to new markets. and drugs – vital to allow her to lead a attacks internal organs, especially the ‘normal’ life – those in party frocks and lungs and digestive system. Each week, black ties listened in respectful silence. fi ve babies are born with CF and three “A few minutes later, every man young people die, mostly due to lung and woman in that room reached into damage. Average life expectancy is just SCIFIT Ltd UK their wallets and handbags and together 35, although this is improving. An active Tel 01344 300022 raised almost £2,800 for the event’s lifestyle and physiotherapy is essential to Email info@scifit.uk.com nominated charity, The Cystic Fibrosis help maintain healthy lungs. The Cystic Trust,” says David Stalker, operations Fibrosis Trust is the UK’s only national director for the FIA. charity dealing with all aspects of CF. august 2009 © cybertrek 2009 www.SCIFIT.com fi a update news a strategy in the making ©ISTOCKPHOTO.COM/ANDREAS REH

Steven Ward, the FIA’s public affairs and policy manager, gives an update on the Public Health Commission’s new report

hadow health minister Andrew Lansley made a speech in June last year which was seen as S the start of a process to formalise the Conservative Party’s public health strategy. In the speech, he established an independent Public Health Commission (PHC). The PHC was formed to bring together all the key In the battle against obesity, we must shift the focus from ‘energy in’ to ‘energy out’ players to establish the responsibility of government, industry and the charitable The PHC Report called for an end with the opportunities to improve their sector in meeting the public health to the ‘Wellbeing Tax’. Establishing this diet and be more active, while ensuring challenges of diet, physical activity and term as political currency is crucial. that the necessary tools such as exercise alcohol use. Shortly after the speech, a Could we one day have a new area of referral and walking schemes are letter arrived at the FIA inviting Fred policy debate around Wellbeing Taxes available for commission. Turok, the FIA chair, to join the PHC to alongside the debate over Green Taxes? Nonetheless, the most potent represent the FIA. The final report of The FIA saw a number of its key recommendation of the report was the the PHC, We’re All In This Together, was policy objectives refl ected in the PHC fundamental repositioning of the public published on 1 July 2009. fi nal report. These include the creation health debate. It’s possible to argue that of a pool of funds to match-fund the for too long, the media, government towards vat cuts? evidenced-based corporate wellness and charitable sectors have focused The report makes 48 specific programmes implemented by small and on attacking the food and advertising recommendations. These rang from medium-sized enterprises. sectors, placing with them the blame of extending the ban on advertising junk The report also has implications the growing public health challenges we food to children, to extending the for funding at local level, where one face as a nation. Change4Life campaign. The recommendation suggests piloting the The food sector has taken this recommendation that received the most ring-fencing of public health budgets of onboard. They’ve adjusted their coverage was the call to reposition Primary Care Trusts. marketing techniques. They’ve physical activity as a healthcare There’s also the potential, at last, for reformulated their products. They’ve provision, thus reducing its rate of VAT a review of the Quality and Outcomes set themselves on a path towards a to 5 per cent. This is a new take on the Framework (QOF), the system that future where their products meet the VAT argument that the FIA adopted as dictates the rewards available to GPs needs of an increasingly health-conscious its position, through its Vanguard for providing certain services. It has long consumer. It’s time to shift the balance of Council, in December 2008. We have been a frustration that smoking cessation debate away from ‘energy in’ and focus been promoting it ever since. services receive 73 QOF points, whereas resources on encouraging ‘energy out’. The reasoning behind the inclusion of interventions related to obesity receive If the expertise and facilities of the this recommendation was a prevailing eight and those related to exercise ‘energy out’ sector can be adjoined view that an individual should not be referral receive none. to the consumer reach and marketing penalised for taking responsibility nous of the ‘energy in’ sector, we may for themselves, their family or their energy in : energy out reach a mutually benefi cial balance that employees if they’re doing something to A call was also made to unite the various transforms the health of the nation. The benefi t their health through improved public health pathways of treatment in FIA will remain at the forefront of these levels of physical activity, thereby reducing primary care into a single Preventative developments and ensure that ‘energy the cost to the taxpayer of ill-health. Care Pathway which provides individuals out’ warrants the attention it deserves.

leisureopportunities is the offi cial recruitment magazine of the fi a

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www.shokk.co.uk [email protected] 1999 - 2009 0161 877 7870 reps update news REPS: +44 (0)20 8686 6464

in brief...

new council members The new members of the REPs Council were offi cially introduced at the latest meeting of the council. Helena Philippou, Ben Jones, Debbie Lawrence, Mairi Glynn and Angie Newson join Taff O’Donoghue, Gary Cole, Mada Jooste, Ali Carrington, Paul Whapham, Belinda Buttery, Marlon Wasnieswki, Liz Fowler and Douglas Alexander to meet once a quarter to represent the members on the direction of the Register. REPs registrar Jean- Ann Marnoch says: “Our Council of REPs registrar Jean-Ann Marnoch at the REPs Scottish conference in June Members is a great representation of the Register as a whole and all are totally committed to the sqa recognised by register industry and its development. At the REPs conference held in qualifi cations are now mapped to National Edinburgh in June, it was announced Occupational Standards and that Scottish convention dates that, after extensive discussions and students can benefi t from the efforts of Tickets are still available for the mapping, REPs will now recognise SQA SQA staff who have made this possible. REPs National Convention – (Scottish Qualifi cations Authority) “We are dedicated to professionalising Professionalising the Industry – to qualifi cations in fi tness. the industry throughout the entire United be held at LIW in Birmingham next When candidates complete HNC Kingdom and are especially pleased all the month. Scheduled for Thursday 24 Fitness and Exercise they will receive entry hard work in Scotland has come to fruition. September 2009, the day will feature to REPs Level 2. Candidates completing “The members we met at our a special programme of speakers, the NPA Fitness they will receive entry convention in Edinburgh were incredibly workshops and seminars as well to REPs Level 1. The existing SVQ level 2 enthusiastic and passionate about as entry to the LIW tradeshow. A Instructing Exercise and Fitness gives entry working within the industry and we hope further conference for members in to REPs Level 2. This follows months of to support them in any way we can.” the north of England is planned for meetings between REPs, the SQA, other More than 100 delegates attended the Friday 20 November 2009 in Leeds. agencies and employers. REPs Scottish Convention, held at the For further information on both – SQA qualifi cations manager Paul Edinburgh International Climbing Arena. including CPD points, ticket prices Gallacher says: “This process will enable Keynote presentations were delivered by: and full programme details – visit the health and fi tness industry to give Dave Clark, from the Scottish Institute the new-look REPs website at recognition to our candidates wherever of Sport, on strength training and www.exerciseregister.org they choose to work in Scotland, the UK performance; Dr Colin Moran from the and Europe. It certainly shows the quality University of Glasgow, who spoke on the working in fitness survey of these SQA fi tness awards, while giving importance of exercise within different The team at the SkillsActive SQA a competitive edge.” population groups; Flora Jackson, from Research Unit has begun analysing With just over 1,500 Scottish the Physical Activity Alliance, on how the results of the 2009 Working members, REPs is increasingly being to increase physical activity in Scotland; in Fitness Survey. Respondents seen by employers in Scotland as a and Richard Blackmore from the FIA answered questions on way of demonstrating to the public on improving the standards of clubs and remuneration packages, working the qualifi cations and competence of centres in Scotland. practices, ongoing professional their fi tness staff. Throughout May, the Members were also able to take part development and attitudes to Register held a number of discussions in a choice of six educational workshops working within the industry, as well with SQA, Fitness Scotland, the national on the importance of physical activity and as job satisfaction. Now in its fourth governing body for fi tness in Scotland, exercise in cardiovascular disease, working year, the survey is provides an annual and key employers to further enhance with clients with mental health problems, insight into the working practices the support REPs can give to the leadership and accountability, goal setting of the industry and is valued by Scottish fi tness industry. techniques, postural analysis, exercise and employers and employees alike. REPs Registrar Jean-Ann Marnoch pregnancy, realistic pilates lessons, and adds: “I am delighted that SQA planning and prioritising.

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22 Read Health Club Management online august 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital WjnhZaaÒicZhh\ZVg;G::Vi mmm$WkYj_edÓjd[ii$Ye$ka

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august 2009 © cybertrek 2009 Read Health Club Management online 23 healthclubmanagement.co.uk/digital people news

iql appoints martin symcox Training company IQL UK has appointed Martin Symcox as its new business development manager. Symcox has been tasked with rolling out IQL’s new managerial qualifi cation to leisure centres, sports facilities and health clubs throughout the UK. As part of his role, Symcox will assist executive director Tara Dillon, and pool programmes manager Alex Blackwell, in enhancing the organisation’s profi le Simmonds spent 18 years at BISL as an awarding and governing body within the leisure industry. Initially, he simmonds to will also conduct remote research to Symcox will work closely with explore examples of best practice at executive director Tara Dillon leave bisl the IQL’s Approved Training Centres – which are designed as lifeguard training management company, says: “Up until Brigid Simmonds is to step down from centres – and use these case studies as a recently, I’ve worked on the operational her position as chief executive of benchmark for other pool operators, to side of leisure management, so I’m fully Business in Sport and Leisure (BISL). improve industry standards. aware of the increased pressures that fall A challenging business climate Symcox, who is a former contract on pool operators – both budgetary and forced BISL to review its business manager with a leading leisure to improve standards.” plan earlier this year and, as a result, Simmonds will leave her position after 18 years of service on 31 July. wilkins lands ihrsa stipend Current chair Neil Goulden will also step down on the same day Brad Wilkins, director of fi tness Professional Club Management, as well following a six-year stint. management and development for the as a US$500 travel stipend. David Teasdale, who produced the Cooper Fitness Center in Dallas, Texas, Wilkins has served as the director business review for the organisation, US, has been named the recipient of of fi tness for Cooper Fitness since will take over the reins as BISL’s new the 4th Annual John McCarthy Institute November 2005, and serves as the chair on 1 August. Merit Scholarship. team leader of the Cooper Corporate Teasdale says: “It’s an honour to Established in 2006 by the Solutions commercial consulting line. follow in the distinguished footsteps International Health, Racquet & “Brad has done an exceptional job of of BISL chairs Neil Goulden and John Sportsclub Association (IHRSA), growing the personal training services at Brackenbury. Brigid Simmonds will through donations from industry Cooper Fitness Center and establishing also be a hard act to follow.” founders and friends, the scholarship a team approach among the staff,” says is awarded annually. It provides Roger Ralph of the selection committee full tuition at IHRSA’s Institute for and Hockessin Athletic Club. in brief...

new blood at cyber coach jubilee hall promotions fi sher joins leisure connection Training provider Cyber Coach has London-based health club operator Public access leisure provider Leisure strengthened its team, appointing Jubilee Hall Clubs has awarded Connection has appointed Adrian four new members of staff in the past promotions to two members of its Fisher as its new human resources four months. Keith Harris has joined head offi ce team. Jon Giles has become director. Fisher joins Leisure the company as operations manager the charity’s new operations director, Connection from construction and will be looking after business while Chas Verma has been named as company Kier, where he was head procedures and systems. Stephanie the new fi nance director. of HR and development. At Leisure Goddard has been appointed South Phil Rumbelow, Jubilee Hall Clubs’ Connection, Fisher will be responsible London and South East sales consultant, chief executive offi cer, says: “Both for leading the human resources and while James Gregory has taken up his Jon and Chas have worked with the development agenda. Fisher says: fi rst job in the fi tness industry after charity for several years and have “I’m really enjoying my new role at being appointed sales consultant for demonstrated their outstanding Leisure Connection and I’ve been the Midlands. Lesley Rignall has also commitment and ability. These new job busy travelling the country and visiting joined Cyber Coach and will take up the titles better refl ect their actual roles individual sites. I’ve been struck by the position of customer sales manager. within the organisation.” enthusiasm and commitment of staff.”

24 Read Health Club Management online august 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital news and jobs updated daily on www.healthclubmanagement.co.uk

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PEOPLE PROFILE They said it kevin yates couldn’t be done. Leisure Connection’s national health & fi tness manager, and the winner of the ‘people’s So we choice’ Future of FLAME Award, talks about did it. winning and the value of community projects

What’s your background? professionals can get training and tuition Prior to working with Leisure Connection, to deliver disability sport, whether it’s where I’ve been for the last two years, basketball, tennis or basic rehabilitation. I worked for Esporta as group health & fi tness manager and spent 11 years In your opinion, how does a with Fitness First. Before entering the good industry manager differ industry, when I realised my dream from an award-winning one? of becoming a world-class footballer A great health and fi tness manager involves wouldn’t work out, I joined the army the communities they work in, to get as and became a PT1 after four years. many people as possible being physically active more often. This can be done Tell us about your day-to-day role through involvement with local sports As national health & fi tness manager, clubs, PCTs, GP referral schemes and I lead three regional fi tness managers disability fi tness. Great fi tness managers can and am responsible for the operations look at what’s out there in communities, of our 50 Harpers Fitness sites. I’m generate leads and help others. also accountable for purchasing and All of Leisure Connection’s health and the management of equipment. fi tness managers are working with PCTs. It’s a case of letting the GPs and PCTs Why do you think you know that facilities which can improve won Future of FLAME? the health of the local area are on their All the people who were nominated doorstep. We invited representatives to were exceptional, but I think it could tour our centres, so they could feel have been my work in disability confi dent when referring patients they felt sport that tipped it in my favour. could benefi t from regular exercise. We’ve Wattbike is the first exercise The company has been working also ensured all staff are trained to Level 3, bike to be endorsed by British in partnership with Buckinghamshire and that each site undergoes GP referral Cycling because it gives University and WheelPower, the and specialist courses. This has really helped accurate and comparable national charity for wheelchair sport, raise the profi le with our PCTs. measurements of power to launch a Disability Training Academy. output in watts, can be used The aim is to help increase access to What do you think the by anyone and feels as realistic wheelchair sports; coaches and exercise industry’s main weakness is? as indoor cycling gets. And it’s Inconsistent training and qualifi cations. affordable too. The fact that there are fi tness coaches out there who aren’t registered with Wattbike, the result of seven REPs, or even qualifi ed, drives me years work and a brief British crazy! It should be a legal requirement Cycling said would be impossible, that all trainers are registered, just is already helping them take like if you were a registered nurse. cycling to the next level.

What are your ambitions? To be a director of a company or to score a goal at Wembley. If I had to choose, it would be a goal at Wembley. www.wattbike.com A refurb at Dorking, one of 50 Harpers What’s your favourite motto? sites, included a new boxing ring Are you a time-teller or a clock builder? 08448 759 547

august 2009 © cybertrek 2009 Read Health Club Management online healthclubmanagement.co.uk/digitalWhere will Wattbike take you? competitive edge

13 AUGUST 09 resolution 10k

The Stroke Association is calling for hundreds of runners to take part in its fi rst ever 10k run, which will start at 7pm in Finsbury Park, London, on 13 August. Entry costs £10 and participants must raise at least £150 on top of this. This is the second run in the Resolution series, which was designed to keep people fi t and motivated beyond their New Year’s promise. The fi rst – a 5k race – was held in April, while the third – a 15k challenge – is due to take place in Richmond Park, London, on 6 December. Details: www.stroke.org.uk Runs are designed to hold people to their New Year’s resolutions PHOTO BELOW ©ISTOCKPHOTO.COM/KRISTEN JOHANSEN ©ISTOCKPHOTO.COM/KRISTEN BELOW PHOTO

31 OCTOBER 09 Three marathons in 24 hours yogaaid With the aim of completing 108 sun salutations (a series of yoga movements) in three hours, this challenge is not as gentle as its name implies. YogaAid, held at the Yoga Show in Olympia, will see different teachers guide people through the moves. Entry is £5 and the minimum sponsorship is £108. Monies raised will support four charities: WSPA, Prison Phoenix Trust, the Special Yoga Centre and Shishukunj (LIFE 4 CHILDREN). 108 sun salutations in three hours Details: www.theyogashow.co.uk

20–29 MARCH 10 24–31 MAY 10

cycle taiwan namibia 24-hour © The National Deaf Children’s Society CHOU YU-DHIA PHOTOGRAPHER: ultra marathon (NDCS) is looking for adventurous and active women to take on the a gruelling This challenge is becoming known bike ride across Taiwan in aid of deaf as the ultimate endurance test for children in the UK. distance runners. The route in the Taiwan, according to travel guides, is Namib Desert covers 126km (78 currently the hottest new cycling miles) – three full marathons – all destination. In this challenge, participants within just 24 hours.

will cover up to 100km a day on the Contestants will be completely ❘ tropical island. The route will include DREAMSTIME.COM AGENCY: self-reliant, carrying their own rugged and steep terrain, but food and equipment, although participants will also get to enjoy water stations and medical tents beautiful landscapes such as the Taroko are provided at 21km intervals. Gorges and the Kenting National Park. Temperatures are expected to soar Registration costs £250 and up to 36˚C – possibly higher. sponsorship is set at £3,900. Details: www.acrossthedivide.com Details: www.ndcschallenges.org.uk Taiwan: Hot new cycling destination

26 Read Health Club Management online august 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital powered by Attract diary leisurediary.com new worldwide event listings for leisure professionals members this

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The SkiErg: helps develop ski specific strength in the core, upper body and legs Inner IDEA, in Palm Springs in September, looks at mind-body programmes provides a quality all round aerobic workout attractions. Meet the Health Club AUGUST Management editorial team in room 19.1 uses an air-resistance flywheel: providing user 18–20 ❘ 28th Annual on the main concourse at the show. controlled intensity National Fitness Trade Show Tel +44 (0)20 7955 3969 Venue Reno-Tahoe, Nevada, US Web www.liw.co.uk promotes and teaches proper Summary and effective Nordic skiing Annual trade show for club owners, technique managers, fitness directors and PTs. OCTOBER ❘ boasts the tried and Tel +1 541 830 0400 10–11 International Fitness tested PM3 or PM4 monitor Web www.nationalfitnesstradeshow.com Forum Convention & Expo Venue Chelsea FC, Stamford Bridge, has a smooth pull with a London, UK quick return with adjustable SEPTEMBER Summary handle straps 1–3 ❘ BASES A trade show specifi cally for health can be wall mounted or free Annual Conference and fi tness instructors, along with a standing Venue Leeds University, UK convention covering personal training, Summary group fi tness and mind-body sessions Call today to find out more about this exciting new Sharing of knowledge and ideas to promote from world-class presenters. product. the spread of evidenced and innovative Tel +44 (0)20 7093 2650 practice in sport and exercise sciences. Web www.multitrax.com/fitnessforum Web www.bases.org.uk/annualconf.asp 0115 945 5522 22–25 ❘ IHRSA European 10–13 ❘ Inner IDEA Congress www.concept2.co.uk/skierg Venue Palm Springs, California, US Venue Dublin, Ireland Summary Summary This event, organised by IDEA, features Featuring presentations from business mind-body-spirit programming. leaders from within and outside of Tel +1 858 999 4332 the industry. Participants will have Web www.inneridea.com ample opportunity to network with leading industry suppliers and operator 10–13 ❘ SIBEC North America colleagues from across Europe. Venue Pasadena, California, US Tel +1 617 951 0055 Summary Web www.ihrsa.org A one-to-one meeting forum between owners/operators and suppliers. 27 ❘ The Fundamentals of Tel +1 954 942 8143 Nutrition and Compound Web www.mcleaneventsinternational.com Movements – FIA seminar Venue Esporta Chiswick, London 22–24 ❘ Leisure Industry Week Summary Venue Birmingham NEC, UK Focusing on the importance of Summary nutrition when exercising, plus in-depth Europe’s largest exhibition for the information on compound movements. leisure industry, with representatives Tel +44 (0)20 7420 8578 from fitness, health, spa, sport and Web www.fia.org.uk august 2009 © cybertrek 2009 TALKBACK KATIEBARNESsASSISTANTEDITORsHEALTHCLUBMANAGEMENT everyone’s talking about . . . gp training

Exercise and sport science highlights the vital importance of physical activity in almost every aspect of health – and yet GPs have little understanding of this field. Should this be addressed?

s their very title suggests, tend not to prescribe exercise. Not Secondly, should GPs be given some general practitioners (GPs) only that but the Quality of Outcomes kind of grounding in exercise and sport A have a broad knowledge Framework (QOF), which monitors science so they’re equipped to refer of medicine and health. GP practices, awards 73 QOF points patients to exercise scientists – as they Unfortunately, at present, this doesn’t for referring patients onto smoking do to cardiac specialists, for example? encompass sport and exercise science cessation programmes, eight QOF If so, who should provide this? – in spite of the world-class research points for obesity referral – and yet At present, GPs train for around and clinical evidence demonstrating the zero QOF points for exercise referral. seven years, and exercise and sport vital role that exercise and fi tness can While the gap between exercise scientists for up to four years, but play in health and wellbeing. science and exercise professionals there’s little overlap between the two. With a lack of in-depth education is another point for discussion (see It’s unrealistic to expect GPs to cover into how fi tness can make a positive HCM July 09, p3), the fi rst question all of this ground, so just what areas of impact on our health – especially in in this debate is: does the NHS even exercise and sport science would they terms of prevention, a buzzword in recognise sport and exercise science most benefi t from knowledge of? And government at present – as well as as a credible discipline? The absence what’s the ideal length of a course to a lack of access to referral schemes of QOF points for exercise referral ensure it’s comprehensive enough, yet (see news, p10), it’s no wonder GPs suggests there may some way to go. succinct? We ask the experts.

SHOULD GPS HAVE TRAINING IN EXERCISE AND SPORT SCIENCE? EMAIL US: [email protected]

john buckley professor mark batt CHAIRsEXERCISEFORHEALTHPRACTITIONERSINTERESTGROUP "!3%3 PRESIDENTELECTsFACULTYOFEXERCISEANDSPORTMEDICINE&3%-

nowledge of sport and exercise t’s important to make the “Kis something new to GPs and “Idistinction between sport science they should be commended for starting and sport and exercise medicine: sport to address the need for training in this science is a non-medical degree. area: Bath University offers a diploma in The DH formally recognised sport and sport and exercise medicine that more exercise medicine as one of the 52 medical GPs are taking, and the Royal College of specialities in 2005, and the FSEM was Physicians has now established a faculty formed in 2006. The discipline is becoming focused on sport and exercise medicine. recognised professionally, but there’s still Officially the NHS doesn’t recognise sport and exercise science, a lot of work to be done to get GPs up to speed on this [and the even though it employs people from this field in areas such as importance of exercise]. I think adding QOF points to assessment secondary prevention programmes. That’s why BASES is working and exercise referral would help. But it’s not fair just to dump this to get the Health Professions Council (HPC) to register the [the problem of our sedentary nation] on GPs and the DH, as it’s discipline as a profession. We hope this will help standardise the a social issue that sits with every government department. currently woolly working conditions, wages and so on for exercise That said, GPs do need more training in sport and exercise and sport professionals working in the healthcare industry. medicine. Although the undergraduate curriculum is incredibly As part of the registration process, we’ve set up an interest congested, it’s also out of date in places. I’d like to see it cover group for sport and exercise scientists working in healthcare. the power of physical activity in maintaining and improving We’ve also created the new BASES Certified Exercise health, along with understanding injury mechanisms – Practitioner qualification for those with a degree in sport particularly over-use injury mechanisms. The FSEM offers a four- science and REPs Level 4 equivalent who want to work in year speciality training post-graduate curriculum, which has been healthcare, while the new BASES Accreditation Scheme – the officially running for two years, but I’d also like to see other next step up – will be required to attain HPC status.” post-graduate speciality training better reflect this discipline.”

28 Read Health Club Management online august 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital

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dr peter mace professor tim cable ASSISTANTMEDICALDIRECTORsBUPAWELLNESS DIRECTOROFTHESCHOOLOFSPORTANDEXERCISESCIENCESsLIVERPOOL JOHNMOORESUNIVERSITY any of the BUPA Wellness “MHEALTHADVISORSARESPORT YIMPRESSIONISTHAT'0S ANDEXERCISESCIENTISTS SOWECERTAINLY “Mdon’t understand the scale of RECOGNISETHEIMPORTANCEOFTHEDISCIPLINE risk reduction – in terms of coronary I qualified as a doctor in 1976 and heart disease, cancer, diabetes, obesity, SPENTYEARSINGENERALPRACTICE BUTIF DEPRESSIONANDMENTALILLNESSnTHATS )MHONESTWEDIDNTKNOWTHATEXERCISE AFFORDEDBYPEOPLEBECOMINGPHYSICALLY ANDSPORTSCIENCEEXISTEDBACKTHEN ACTIVEANDADOPTINGANEXERCISEHABIT 4ODAY MOST'0SKNOWGENERICALLY )THINKTHEYWOULDBENEFITFROM THATEXERCISEISGOODFORPEOPLE BUTTHEYMAYNOTHAVEIN AGROUNDINGINHOWEXERCISECANHELPINALLOFTHESEAREAS DEPTHKNOWLEDGEABOUTTHEBENEFITSOFDIFFERENTFORMS ORHOW 7HATTHEYNEEDISAPROGRAMMEnDESIGNEDBYTHE.(3IN HARDINDIVIDUALSSHOULDBEEXERCISING COLLABORATIONWITHUNIVERSITIESTHATRUNEXERCISEANDSPORT )TSHARDTOSAYWHETHERTHERESAGAPINTRAINING ASEXISTING'0S SCIENCEDEGREESnTOOUTLINETHEIMPACTOFEXERCISEONPATHOLOGY HAVEENOUGHONTHEIRPLATEJUSTDEALINGWITHDAY TO DAYILLNESS HOWTHISDIFFERSFROMTHEIMPACTTHATDRUGSHAVE ANDTHEBENEFIT NEEDSATTHEMOMENT!NDGENERALLYSPEAKING THEROLEOFHEALTH OFHAVINGACOMBINEDDRUGANDEXERCISEAPPROACHTOREDUCERISK PROMOTIONINMOSTGENERALPRACTICESISDEVOLVEDTOTHEPRACTICE !BOVETHIS HOWEVER )THINKTHERESAHUGELACKOF NURSEnTHERESANARGUMENTTHATTHEYWOULDBENEFITTHEMOST UNDERSTANDINGTHATHIGHLY TRAINED KNOWLEDGEABLESPORT FROMLEARNINGABOUTSPORTSCIENCEANDTHEADVANTAGESOFEXERCISE SCIENTISTSEXISTINTHEFIRSTPLACE)FTHE.(3ISTOGETSERIOUS (OWEVER )THINKTHERESANOPPORTUNITYTOINFORM'0S ABOUTEXERCISEPRESCRIPTION ITSVITALLYIMPORTANTTHATTHEYTAKE THATSPORTANDEXERCISESCIENTISTSMIGHTBEABLETOHELPIN ADVANTAGEOFWELL TRAINEDEXERCISEPHYSIOLOGISTS EMPLOYING EXERCISEREFERRALSCHEMES4HEREARE'0TRAINEEGROUPSWHICH THEMINAHOSPITALSETTINGANDINAWIDER0#4CONTEXT SUCHTHAT MEETREGULARLYFORLECTURESTHISWOULDSEEMTHEAPPROPRIATE INFORMATIONWILLEVENTUALLYFEEDDOWNTO'0REFERRALANDLOCAL PLATFORMINWHICHTODOTHIS” COUNCILLEISURECENTRES”

august 2009 © cybertrek 2009 Read Health Club Management online 29 healthclubmanagement.co.uk/digital interview

Stuart Taylor, director of health club chain FX Leisure, talks to Caroline Wilkinson about cutting costs, changes ahead and Taylor-ing the business to family needs fx leisure

From left to right: Andy Taylor, Stuart Taylor and Keith Belshaw perator FX Leisure may not have international, or even national, expansion plans for FX stands for the fi tness (e)xperience, Oits growing health club chain, which is what Stuart Taylor and fellow but this hasn’t diminished its directors’ shareholders – brother Andy and father ambitions to create a brand influenced Alan – wanted to focus on when they by global trends. Frequent visits to the started the company 10 years ago. With States and the Far East have shaped both brothers seeing little progression in the way FX Leisure approaches the their careers as professional sportsmen, retention challenge and have resulted in they used their father’s business know- some cutting-edge facilities, epitomised how to create profi table mid-market The fi re and ice room is part of by the newly-opened £4m flagship clubs – with a dash of eccentricity to the indoor/outdoor wellness area facility in Leyland, Lancashire. keep members entertained. “We did a lot of travelling while researching the industry, but weren’t “The benefi t is that we become very impressed with what was out well-known locally and have a captive there,” says Stuart. “We looked at a audience. On the downside, there’s lot of the big chains in America, such a smaller population, some of whom as Gold’s and Planet Fitness, as it was a haven’t had a lot of experience with much more mature market and still is. fi tness and so require convincing of Although there were new clubs opening the benefi ts.” As the community is key occasionally, a lot of the older clubs were to operations, Taylor encourages his struggling to compete with each other – managers to work with schools, sports it was very, very competitive. Seeing this clubs and colleges, and to get involved in the US made us realise where the UK generally in community activities. was headed. Some of the philosophies we By doing most of the project tried to bring in to our company were management and designing himself, Taylor born out of wanting to somehow avoid is able to keep build costs down, allowing being in that struggling situation.” him to indulge in luxury fi nishes – such as walnut lockers – without affecting the penetrating populations mid-range membership prices. FX Leisure positions clubs in suburbs in Taylor and his brother – who manage the north-west of England: “We avoid the business along with operations competition when we pick sites by going director Keith Belshaw – try to create into smaller areas – usually with around more than fi tness clubs. “Members can FX Leisure: The fi tness (e)xperience 50,000 people – where there isn’t the come and have a coffee, hire a DVD and demographic for bigger operators. have a swim in a leisurely environment.

30 Read Health Club Management online august 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital People don’t just want functional facilities. They want something that looks attractive to relax in and maybe FX LEISURE LEYLAND swim a few lengths, which is why we haven’t built a 50m swimming pool.” he company’s new £4m flagship studio, a workout ‘movie room’ Instead, the latest club in the seven- T club in Lancashire spans which shows popular films from the strong portfolio offers a dimly-lit 20m 1,860sq m (20,000sq ft) and is past, and a jukebox so members can indoor pool and an indoor/outdoor centred around a 110-station fitness line up the gym’s communal music. wellness pool area, an Oriental-themed area with Life Fitness cardio and Equipment in the movie room steamroom and a fi re and ice room, all resistance kit, plus a free weights includes Life Fitness recumbent accented with funky coloured lighting. area with Olympic bars and bikes and Precor AMTs. Each club offers a separate fi tness Hammer Strength equipment. Other facilities include a 20m suite, usually themed, to give members Finishing off the vibrantly designed, indoor swimming pool, an indoor/ a different environment to work out in. open-plan gym is a stretch and abs outdoor wellness pool with a Leyland FX Leisure, which opened in space including a Precor Stretch retractable roof, a Jasmine-scented May, is the fi rst club to feature a movie Trainer and two Vibrogyms. steamroom and a menthol-infused workout room, with a schedule of fi lms Separated from the main fitness fire and ice room. The facility also for members to watch as they exercise suite are two exercise studios: an hosts a rent-paying Scott Charles- – one of the features Taylor brought 18-person yoga studio and a branded hair salon, which is also back from the States. There’s also a 30-person aerobics room. There’s due to offer beauty treatments in jukebox on the gym fl oor, so members also a blacked-out, neon-lit cycling the next few months. can pick the music played in the gym, and a dedicated cycling studio, which

august 2009 © cybertrek 2009 Read Health Club Management online 31 healthclubmanagement.co.uk/digital interview

The 20m indoor pool at the new Leyland club has funky lighting to create a more exciting environment for members

feels like a nightclub when the neon We offer free sessions in the gym which Membership prices are based on the lights are switched on. members can book on to, and we use club’s local market and are increased, not “Exercising can be pretty boring, these to try and educate members on discounted, as time goes on from a club having to do the same thing in the various topics such as weight loss and opening, encouraging potential members same environment. When we phone core training. Hopefully, with a more to join immediately. The Leyland club lapsed members to fi nd out why they educated membership, we’ll also see currently offers memberships ranging left, almost always we fi nd that it isn’t better retention.” from £37 to £50 a month. that they went to another club or that “We’re also trying to introduce some we did something wrong; they say driving profits family options, as the more people in they don’t have the time. This means With Leyland FX Leisure already halfway a family who use the club, the more they’re bored; it was important enough towards its 4,500-member capacity, has support there is to keep up your for them to join in the fi rst place and the company been affected at all by the membership,” says Taylor. somehow they haven’t achieved what recession? “Profitability no, Most FX Leisure clubs offer dedicated they wanted to in the club and have memberships yes. Every month [since kids’ swimming, school PE classes and drifted off into something else. Christmas], a few less join and a few exercise sessions such as kids’ yoga, “One way we can help them stay is to more cancel, which makes a difference. group cycling and street dancing, and the keep it more exciting. The more you Across the portfolio, we’re close to a 10 company is aiming to expand this offer. can do to make it stimulating, keep it per cent decrease in membership Although Taylor believes the different, the more members you’ll be compared to this time last year. industry has a challenge ahead with likely to retain. We’ve tried to zone “We’ve managed to stem it fi nancially the emergence of increasingly value- things off to give people an opportunity by putting our prices up, so yield per driven clientele, he doesn’t agree with to train in a different environment, with member has increased and like-for-like discounting: “There’s no point having the idea of encouraging them to stay sales are identical. a price that’s good value for a product longer. They won’t necessarily use all the “We also introduced a few fl exible and then halving it for just one month. facilities in one session, but they will do membership packages in January, You may sell a lot of memberships that something different every time they come. including two-year, one-year and month but, if you can’t sustain it, then “I’m also a massive believer in contract-free packages. By giving people it’s going to kill the whole industry.” education and think the general the choice of membership contracts, So what plans does FX Leisure have population would use clubs if they some are choosing a more expensive to expand? “We have two clubs in the were taught about healthy living and option as it comes with less of a pipeline, in Leeds and Manchester, but why it’s important. Educating people contract, which increases our yield.” they’re 18 months from opening, so it’s is the only way to signifi cantly drive up FX Leisure has also done away with diffi cult to think too far into the future. participation in any form of exercise. joining fees, which normally cost £100. “It’s not a great desire for us as a family business to roll out 100 clubs, or even 20 clubs, over the next few years. We’re Taylor gets involved in the very profi table for a family company, interior design of the clubs with an annual turnover of £6.5m/£3.2m to keep costs down EBITDA. One reason we’re so healthy, even though we’re in a recession, is because we’ve been conservative. “We’ve watched some of the bigger players expand aggressively over the last decade, and wondered if we should be doing the same, but now a few of them are in trouble. Our style of club could be built all over the world, but we’re going to grow steadily to 10 clubs over the next three years and then review things.”

caroline wilkinson [email protected]

32 Read Health Club Management online august 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital human engineering

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34 Read Health Club Management online august 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital pilates

small spaces BIG RESULTS

Balanced Body’s A robust pilates offering is still possible EXO Chair – a full body workout with limited space. Daniel Wilson reports in a small space

s pilates continues to grow in popularity, more clubs are adding the discipline as both a source of non-dues revenue and a valuable A competitive service differentiator. But in tough economic times, when most fitness centres are not increasing floorspace, there’s an obvious obstacle to the implementation of an equipment-based pilates programme: where do you put it? Does your club have enough room to start an effective programme? Five years ago that question might have been hard to answer. However, several space-saving pieces of equipment now make it easy – and, in many cases, more affordable – for even a smaller club to implement a robust pilates programme.

tranquility pilates studio case study

ikki Chrysostomou is the owner She used the larger pieces of kit as private sessions simultaneously without N of the Tranquility Pilates Studio. storage containers. “We could easily store getting in each other’s way,” she adds. Formerly located inside Europe’s largest props, mats, baby arcs and step barrels fitness club at Canary Wharf, London, last under the reformers. The additional space keeping it fresh year she moved to a new facility to start a meant I could buy a ladder barrel and a No matter the size of your space, a pilates instructor training business. combo chair. The members liked them, pilates programme won’t be successful if She says clubs need to understand the plus they’re small and easy to move.” things stays the same. “We keep the importance of pilates as a service offering, One of the key things to think about studio alive by putting on different types even if space is limited: “Pilates is such is how many times the kit will need to of classes, like circuit and reformer, or a good selling point for any club. At my be moved to accommodate other types reformer with small props and jump club, non-members were allowed to of pilates classes. “I loved the reformers, boards. We also hold special workshops, come and use our facilities. Most of them but they weren’t portable, so it was hard like pilates for skiers and golfers,” says subsequently became club members and to move them out of the way for mat Chrysostomou. “We’ve built up good took up other activities at the club. You classes,” Chrysostomou says. “I was lucky relationships with our clients and some can’t let lack of fl oorspace be a barrier.” – I ended up renting an empty studio next come three or four times a week.” to mine to hold the mat classes. Looking As mentioned earlier, Chrysostomou clever storage back, it would probably have been better recently moved out of the club to a Chrysostomou’s space measured only to buy portable or stackable reformers.” new 102sq m (1100sq ft) studio in the 62sq m (670sq ft), with toilets and Even with the limited space, Canary Wharf complex. “We’d outgrown changing facilities provided by the club. Chrysostomou was able to put together the space and wanted to offer training The studio had five Studio Reformers, a full agenda of classes, including private courses and services like massage, one Reformer with Tower, a Combo and semi-private sessions, plus two group physiotherapy and osteopathy. But I’m Chair, a Trapeze Table, a Ladder Barrel classes each day. “As we grew bigger, I proof that, with the right kit and storage and a Gyrotonic Pulley Tower. “That’s a hired some great instructors and we were planning, a pilates programme can lot of equipment for the space,” she says. able to effectively conduct two to three fl ourish within the footprint of any club.”

august 2009 © cybertrek 2009 Read Health Club Management online 35 healthclubmanagement.co.uk/digital pilates

top tips for the smaller studio Daniel Wilson talks to Ken Endelman Ken Endelman reformer en Endelman is the founder 1“Everyone’s familiar with the reformer, as it’s the most popular piece of pilates K and CEO of Balanced Body, equipment. But reformers are fairly big,” says Endelman. “However, most one of the world’s largest providers equipment companies today have reformers that can stand on end or be stacked of pilates equipment and training for easier storage. Some also have wheels to help facilitate portability.” programmes. He has designed reformer with tower hundreds of modern alterations to 2 This piece of kit combines the reformer and the canopied trapeze table, or Joseph Pilates’ original equipment, ‘cadillac’, but with the ‘cadillac’ portion limited to a single tower on one end. many of which have since become “You’re basically getting two pieces of equipment in one. And, on some reformers, industry standards. the tower component can be folded onto the reformer frame, making it much “Space used to be a big issue,” easier to store,” says Endelman. he says. “A lot of older pilates pilates chair kit was big and bulky and hard to 3 Chairs provide a challenging strength pilates workout within a small physical move around. But now there are footprint. They resemble a stool with single or split steps at the bottom. “Some innovations that really allow clubs manufacturers have now redesigned the pilates chair to include attachments for to implement a healthy programme resistance bands. Users can do many of the exercises formerly possible only on a in limited space. The key is reformer, but in a fraction of the space,” says Endelman. “They’re also lightweight portability, storage and smaller- and easy to stack and store. It’s a great piece of equipment for clubs that may not sized yet effective equipment. have the room, or budget, for multiple reformers.” “Really it comes down to being springboards smart with the space you have. 4 Springboards are an affordable, space-saving piece of pilates kit that provide an If you use a little savvy and make invigorating full-body workout. “The springboard bolts to the wall, so it doesn’t sure the studio fl ows well from take up floor space,” says Endelman. “Clubs can mount several along a wall. You can one piece of equipment to the also move a reformer next to the springboard to simulate a reformer with tower.” next, you should be just fi ne.” pilates arc Here are his thoughts on the 5 Also known as a ‘step barrel’, arcs are versatile, lightweight and economical. best pieces of space-saving kit: Designed for personal training or group exercise programmes, the pilates arc is effectively three durable, lightweight exercise tools in one.

stott pilates © TOTT PILATES’ solution for STOTT PILATES® PHOTOGRAPHY © MERRITHEW CORPORATION S small spaces is the Group SPX Reformer, a lightweight and cost-effective reformer that’s been specially engineered for shared spaces in multi-purpose studios, to accommodate both group and private training. Weighing only 100lbs (approx 45kg), it’s stackable up to five units high on a portable trolley and can be easily moved and stored when not in use. With all the same features as the Pro and Rehab models, the Group SPX Reformer can also be upgraded to include a V2 Max Plus style Vertical Frame and a mat converter to allow more exercise options, including many from the STOTT PILATES Cadillac repertoire, plus specifi c athletic and sports conditioning programmes. STOTT PILATES’ Group SPX Reformer: Lightweight, stackable, cost-effective and versatile

36 Read Health Club Management online august 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital Movement for LifeTM

Sara adds 18 metres to her drive. Your facility adds £61,546 to its bottom line.

Balanced Body® Pilates t Innovative group programming t Training and workshops at your facility t Unlimited potential for non-dues revenue For functional training at its best, call 00-800-7220-0008 or visit www.pilates.com. pilates

Peak Pilates’ PPS Deluxe reformer can be folded to a depth of 28” when not in use

peak pilates

ody Control Pilates is the UK distributor carriage height of more than 15” and can be B for Peak Pilates, which recognised the supplied with a tower (PPS Deluxe) and a need for equipment that could easily be moved comprehensive range of accessories. When or stored. It therefore developed the PPS and not in use, it folds to a depth of just 28” and MVe ranges – top-quality reformers and chairs can easily and quickly be folded up and moved designed with storage space in mind. around by one person – set-up or breakdown The PPS Reformer is a foldable, multi- for a reformer group class with eight PPS STOTT PILATES® has use piece of equipment, but is nonetheless machines should take one person just fi ve oration. earned an international designed with quality and ease of use in minutes. MVe Reformers, meanwhile, are full- mind, both for teachers and clients. It has a size yet stackable, without removing any parts. reputation as the world’s most respected Pilates brand. pilates-mad balanced body Pilates Solutions is the exclusive ilates-Mad offers a range of alanced Body has an online distributor for STOTT PILATES P Pilates-Effect’s equipment, B Space Planner to help fitness centres equipment and instructor including the space-saving Pro create a customised pilates studio or group training in the UK. We can work Reformer and 1/2 Cadillac. exercise room. It allows them to design a with you on space planning, Adding a 1/2 Cadillac tower studio based on either a pre-built room, sourcing qualified instructors takes up no more studio space or a room yet to be built, and can include or training your existing staff, than a standard reformer, but irregular-shaped spaces and as much detail marketing strategy and finance enables the teacher to offer most as necessary – doors, windows, interior options to help you create a of the cadillac or trapeze table poles and so on. Simply drag equipment, profitable Pilates studio for repertoire, as well as the fullest of accessories and other furnishings into the your facility. reformer exercises. space; dotted lines around the equipment The 1/2 Cadillac set comes help plan the clearance space required. The complete with a full mattress plan can be saved, emailed to others, or even ™/® Trademark or registered trademark of Merrithew Corporation, used under license. STOTT PILATES® photography © Merrithew Corp PILATES® or registered trademark of Merrithew Corporation, used under license. STOTT ™/® Trademark conversion, so the reformer can be sent to Balanced Body for assistance. turned into a fl at bed. This allows Balanced Body also has a full range of matwork-type exercises to be versatile, space-saving equipment and storage undertaken on the reformer rather solutions. Equipment includes portable and than on the fl oor, again reducing easy to store reformers, lightweight chairs space requirements. and foam arcs. Storage solutions include hanging chrome grids and padded benches 0800 434 6110 with storage areas beneath the seat. www.pilatessolutions.co.uk august 2009 © cybertrek 2009 fi tness web and tv ©ISTOCKPHOTO.COM

VIRTUAL CLUBS

EXPERIENCED HEALTH CLUB OPERATORS ARE MOVING INTO attracting around 13 per cent of the population. This challenge calls for a THE RAPIDLY EXPANDING WORLD OF WEB AND TV FITNESS broader approach if we’re to engage CLUBS – BUT IS THE EVOLVING MARKET A FRIEND OR FOE TO a bigger share of the population, and internet offerings are part of this. It’s a BRICK AND MORTAR CLUBS? CAROLINE WILKINSON INVESTIGATES new way of offering fi tness – one I refer to as the next generation of health club.” eaching members through launches planned. From The Times cyberspace isn’t a new Health Club – created by the national virtual solutions concept – most clubs have newspaper – to the soon-to-launch Ingerslev says his online platform, Wexer. their own websites. But few fi tness TV station on Sky, entrepreneurs com (World of Exercise), is “a use the opportunities the internet are looking at the internet and working combination of the best from the web provides to their full potential. With out ways to engage consumers. and the best of clubs”. Although the site more than 87 per cent of the population Rasmus Ingerslev, former CEO lacks one-to-one focus – a limitation of yet to be tempted into a health club, can of leading Danish health club chain online and TV-based offerings – it’s the industry afford not to embrace the fi tnessdk, can’t understand why only wrapped around a social network, new technologies that could help a small minority of clubs are thinking similar to Facebook, which allows increase market penetration? about the internet: “There’s a growing members to join groups, befriend Online-only health clubs are growing need to help people get fi t and stay members, post photos and make their in popularity, with more coming healthy and, as an industry, we’re only fitness goals public, using ‘positive peer august 2009 © cybertrek 2009 Read Health Club Management online 39 healthclubmanagement.co.uk/digital fi tness web and tv

pressure’ as a motivational tool. Members can also log activities and track their progress while being in contact with instructors via the site. The website, which launched in May, has been created to deal with the barriers associated with attracting members to brick and mortar clubs. “The top three reasons why people who want to get fi t don’t join a health club are time, cost of membership and intimidation of the health club environment. Our services are free, as time-effi cient as they can be, and nobody is looking at you while you work out,” explains Ingerslev. His confidence isn’t surprising considering the business is a collaborative effort, with a board of directors featuring some of the most reputable names in the industry: Frank VirtualGym TV offers on-demand Napolitano, CEO of US-based GlobalFit, exercise classes, which members can GoodLife Fitness’ founder David download to their iPods or phones Patchell-Evans, CEO of MidTown Athletic Clubs Steven Schwartz and director of Gold’s Gym Paul Kuebler. thereby recreating interaction with a will be conducted by a team of 18 tracking activity personal trainer. Members can also email instructors and interspersed with less feelfi t.com, a site focused on tracking one of the team’s 25 fi tness professionals mainstream televised sports events daily physical activity, uses a points- for advice and feedback. However, unlike such as triathlon and judo competitions. based system to motivate members. “If most online platforms, it doesn’t offer After 9.00pm, the channel will feature it involves physical activity for more exercise classes; instead it provides video motivational programming and possibly than fi ve minutes, we can apply a points demonstrations of suggested exercises Open University-style shows for those value to it,” explains Jason Worthy, and how to use equipment safely. working towards their Level 2 and Level feelfi t’s sales director, who made his Most online or TV-based platforms do 3 fi tness qualifi cations. move into the online arena after almost offer 30-minute to one-hour scheduled Keeping members involved in the a decade working in health clubs. or on-demand exercise classes. And offering is key to creating a community feelfi t.com memberships range from in the case of VirtualGym TV, which feel and is easy via the web, which is why £6.99 a month to £44.99 a year, and launched in January 2008, members are Fitness TV encourages online feedback enable members to log all their physical able to download their personalised on their classes and, most importantly, activity in one place – whether it’s a gym workout sessions to their iPods or on the instructors’ performance – their session or playing with the kids, running phones for use while at the gym. dynamism is essential for retaining or cleaning – to accrue points towards viewers. Classes, which are repeated weekly personalised target. The website fitness on tv weekly and which are available on- also has a food diary so members can Fitness TV – a new 24/7 exercise demand online, are recorded every six record and plan their daily food intake. channel due to launch on 1 September weeks in locations such as nightclubs The system behind feelfi t.com, which for Sky subscribers – will be offering and yoga studios; this is also designed to took 20 months and £1.5m to develop, scheduled pre-recorded exercise classes help with viewer engagement. also identifi es patterns in a user’s physical for everyone, from kids to weight lifters, activity and sends emails suggesting ways the elderly to the less mobile. Airing market potential to enhance their exercise programme, between 6.00am and 9.00pm, classes Online offerings usually rely on advertising or memberships, or both, to generate revenue. As Wexer.com is free “I DON’T HAVE TO INVEST IN EQUIPMENT OR to use, it offers a service upgrade for US$3.95 a month to enable users to FIND MORE STAFF IF I WANT TO ADD 10,000 exercise without the interference of adverts. Most other fitness websites MEMBERS. I JUST ADD SERVER CAPACITY” offer memberships which are priced,

40 Read Health Club Management online august 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital Fitness TV, a new 24/7 exercise channel, is set to launch on Sky in September, with a supporting website

similarly to a health club’s, depending on Luan Underwood, managing director or work has screwed up your times to the length of membership required. of Media Fitness, the fi rm behind Fitness get to the gym – it’s a support mechanism Wexer.com also earns commission from TV, also has ambitious plans to surpass that allows you to keep being active.” the sales of at-home exercise products 250,000 viewers a week in the fi rst six The Fitness TV channel is supported via its online marketplace area, and will months, building up to 600,000 by the by an online platform that offers users soon also offer add-on services to end of year one. These fi gures were listings of local sports clubs and gyms, members, such as one-to-one nutritional benchmarked against pilates-based and will also link up with advertising counselling and personal training. website and TV channel Body in Balance, health clubs to offer free day passes to In the six weeks since it launched, as well as UK Food, which attracts 1.2 encourage viewers, and their families, to Wexer.com accumulated 2,500 members million viewers a week. trial their offerings. from more than 40 countries, and Underwood strongly believes it’s Ingerslev is confi dent this will increase complementary providers about partnerships: “Health clubs need quickly. “A clear benefi t of our online These services may seem to represent to encourage more people to go to the health club is the scalability, which is competition for health clubs, but most gym, as well as retain their members, unlike brick and mortar health clubs – online operators stand firm in saying and we [virtual fi tness clubs] need to and the risk is much lower,” he explains. that fitness websites and TV channels encourage that fi rst step. For instance, “I don’t have to sign up for a long-term are supplementary to gyms. Wexer.com if exercisers are overweight or nervous lease, invest in equipment or fi nd more and feelfit.com, for instance, offer about training in public, we try to build staff if I want to add 10,000 members. I white-label versions of their sites to their confi dence in the privacy of their just add server capacity.” clubs, to help with retention levels by home until they’re ready to take that However, as online clubs are a supporting members outside the gym. next step and perhaps join a gym.” volume-driven business, Wexer.com Underwood agrees: “Fitness TV will Worthy also sees value in offering an needs a substantial number of members never be a substitute for a health club online membership as a ‘save solution’: with a behaviour that generates a because it lacks the one-to-one focus “If you’re going to lose a member at £40 micro-turnover per member to make you get from a club environment. a month, would you not rather keep a profi t, and to reach its target of “The irony of the channel is that we them at £6 a month, and have some form breaking even within two years. The don’t want people to be stuck in front of interaction with them – as well as VirtualGym TV business, on the other of the TV. We want them to get active generating at least some revenue – than hand, has already broken even seven within the community, in sports clubs, have them go to a cheaper competitor?” months after launching, with audience for example; I fi rmly believe there’s an fi gures around 65,000 and a target of activity for everyone. Fitness TV should caroline wilkinson circa 300,000 by the end of the year. be used when you can’t fi nd a babysitter, [email protected]

august 2009 © cybertrek 2009 Read Health Club Management online 41 healthclubmanagement.co.uk/digital obesity prevention for life

The Pritikin Longevity Center in Florida has achieved commercial success and scientific repute in its three-decade lifespan. Rhianon Howells talks to president Paul Lehr, the son of the organisation’s co-founder, about taking the brand to a new audience, both at home and abroad

hink of an iconic American In 1975, Pritikin set up a centre at diet and lifestyle recommendations. brand – Coca Cola, his home in Santa Barbara, California, The publicity gave the programme T McDonalds, Marlboro – and to share his fi ndings with others. But the credibility it needed and, in 1978, the chances are it won’t be it wasn’t until he met Dr David Lehr, Lehr and Pritikin opened the Pritikin associated with health. So it’s surprising a renowned cardiologist, that anyone Longevity Center in Miami, Florida, to learn that, while it’s less well-known took him seriously. Convinced Pritikin where patients could get started on the globally, Pritikin is a household name in had caught on to something big, Lehr regime under medical supervision. the US. Ask anyone Stateside and they’ll contacted the producers of the US Over 30 years later, the Pritikin probably be able to tell you something current affairs TV show 60 Minutes and Longevity Center & Spa is still going about the diet-and-exercise programme persuaded them to investigate. strong. Since the Pritikin family sold that claims to be able to prevent and Pritikin and Lehr appeared on its stake following Nathan’s death, the reverse some of Western society’s most the show twice – in 1977 and 1978 – company has been co-owned by the Lehr pervasive health problems, including alongside three men with advanced heart family and a silent investor. When David obesity, heart disease and diabetes. disease, who all saw huge improvements Lehr died in 1996, his son Paul, a lawyer, The programme was originally in their health by following Pritikin’s took over stewardship of the company. developed by Nathan Pritikin, an engineer In 1999, the centre moved from its who became interested in nutrition after original home to its current 85-room site being diagnosed with advanced coronary in the City of Aventura. To meet demand, heart disease at 41. At that time, in Lehr is now planning to move the centre 1956, the standard advice given to heart to a larger, even more luxurious site in disease patients was to not over- the Miami area before 2010. exert themselves, to carry on as As well as continuing to develop the normal and wait to die. mothership, Lehr is working to take the Unwilling to accept there programme to a new audience through was nothing more to be a raft of initiatives and deals. A done, Pritikin took it upon signifi cant source of revenue for himself to study world Pritikin is its publishing arm, and cultures which had a low its latest book – The Pritikin Edge: incidence of heart disease. 10 Essential Ingredients for a Long He used what he discovered and Delicious Life, co-authored to develop a special diet by Lehr and Dr Robert Vogel, a and went on to live for cardiologist and weight consultant another 28 years, eventually for the National Football League dying from unrelated causes and National Institutes of Health – is connected to leukaemia. currently being promoted.

42 Read Health Club Management online august 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital Guests are assessed by trained professionals, including doctors and dieticians

Also launched is a web-based scheme – MyPritikin – which enables members worldwide to get daily coaching from the We believe that, if you lead doctors, nutritionists and other experts a healthier lifestyle, you can either at the Florida centre. The company also has a supplements line and a Pritikin avoid or reverse most of the packaged food brand, which was bought by Quaker Oats in the 1980s before diseases that kill most people being sold to another company and recently bought back by Pritikin. Elsewhere, Lehr has confi rmed a either avoid or reverse the diseases that licensing deal with the major Indian kill most people in the world, such as health and beauty operator VLCC, diabetes, heart disease and obesity. Our which already has about 180 health goal is to give to people the tools they centres in India, to roll out 12–15 need to change the way they live. We Pritikin day centres in India within three prefer prevention to reversal: we have a years. Further deals with operators family programme where people bring in the UAE, Singapore and Costa Rica, their kids from the age of seven, and I among others, are under discussion. love that. But some people wait until Meanwhile, the US government has they have a health issue before they ©ISTOCKPHOTO.COM ALL PHOTOS passed legislation which, from 2010, will come to us – they want to reverse the allow participation in the Pritikin Program problem or avoid surgery – and we’re for heart disease patients to be covered successful there too. In one study, 80 per by Medicare – its public health insurance cent of people who came after being told scheme – thereby greatly increasing the they needed heart bypass surgery didn’t potential for a domestic rollout. need it after five years of follow-up. Here, Lehr explains what makes the Pritikin approach unique and shares his Who do you compete with? vision for the brand in the 21st century. That’s hard to answer because Pritikin does so many different things. Pritikin has How would you sum up the sold more than 10 million books, so in a Pritikin philosophy? sense we compete with diet and lifestyle It’s essentially one of prevention and books. In terms of our one- or two-day Preventative courses are offered to reversal. We believe that, if you learn executive physicals programme, we families with kids aged seven and over and practice a healthy lifestyle, you can compete with facilities that offer those.

august 2009 © cybertrek 2009 Read Health Club Management online 43 healthclubmanagement.co.uk/digital obesity

But in terms of our one- and two- week residential lifestyle change programme, I don’t really think there’s another facility that competes with us directly, because our programme is more medical and results-orientated. The dramatic health improvements and weight loss results achieved by our guests are not marketing claims: they’ve been published in more than 110 studies in the top peer-reviewed scientifi c journals, like New England Journal of Medicine and Archives of Internal Medicine. It’s these results that set us apart from others, and are in part why we have such devotion from our guests.

How important is the scientifi c research to Pritikin’s exercise programme: Designed to be simple to follow wherever people are Pritikin’s credibility? Vitally important. Our money doesn’t go into marketing. If you look in all of So how does the when you cut out salt, you can lower the magazines where you see the top programme work? your blood pressure, and when you eat spas advertising, you won’t see us. All Put simply, people go through the a better diet and do moderate exercise, our money goes into science, because programme and they get results. In one you can control diabetes and heart we’re trying to change the way America recent study, for example, 74 per cent of disease. It’s that simple. and the world looks at nutrition and all diabetics, and 44 per cent of those on exercise so they, rather than drugs and insulin, came off and stayed off their How does your programme surgery, become the first line of medications. In another study, 83 per cent address obesity? defence in healthcare. of people on hypertension medication We’ve been enormously successful in Most of the studies are done at came off those medications. These are controlling and reversing obesity because UCLA, some at Washington University medications that doctors have told them we’ve never taken the easy way out with in St Louis and some are going to be they’ll be on for the rest of their lives. ‘magic pill’ or ‘quick fix’ cures that are done at the University of Miami. They’re What happens is this. You go to the really just marketing hype with no funded by outside resources or our doctor and get diagnosed with high blood proven success. Our doctors, dieticians, non-profi t Pritikin Research Foundation. pressure. The doctor tells you to cut exercise experts and psychologists And when there’s an important study salt out of your diet and come back in address all facets of healthy lifestyle we wish to do that exceeds the funding 60 days. Sixty days later, you go back and change – food choices, fitness, stress raised, then the Pritikin Longevity you’re still hypertensive, so the doctor management, behavioural education, Center will fund it. It’s that important. says ‘salt clearly isn’t the problem’ and cooking classes, restaurant eating, prescribes medication instead, telling you supermarket savvy, individual weight-loss you’ll be on it for the rest of your life. counselling, goal-setting and so on. So what’s the magic pill we offer at So our guests not only lose weight – Pritikin that allows these people to get studies by UCLA have shown the average off their medication? It’s not magic: to be 11 pounds in three weeks – but it’s a healthy diet and lifestyle and the also change their lives. They discover education to sustain it. Doctors don’t how do-able and delicious healthy living learn about nutrition in medical school can be, which is the key motivator for so they don’t know to tell people, for long-term success: in two long-term example, that stopping using salt-shakers studies, more than 85 per cent of will only cut 11 per cent of the sodium Pritikin graduates claimed a 50 per cent from their diet. People don’t realise the or greater adherence to the Pritikin rest of it’s in the processed food they’re Program after fi ve years, and the majority eating – that there’s more sodium in continued to lose weight after leaving the cornfl akes and bread than in crisps and Center. As Tim Gannon, the founder of pretzels. We teach them about this, so Outback Steakhouse Restaurants, says: they know how to avoid it in everyday life. “The food at Pritikin tastes great and you We have our daily cooking school for can follow the programme in the real those who like to cook, we take people world – and that’s saying something for a to the supermarket and teach them to steakhouse guy like me.” read labels, we show them how to read Often, what’s most compelling are the menus at their favourite restaurant. With personal stories. People like Jim Manns, the kids, we take them to the food court who lost 145 pounds after coming to People don’t realise there can be at the shopping mall. We teach them to Pritikin and was able to free himself of more sodium in bread than in crisps make better choices – and the fact is that his 28-year dependence on insulin shots.

44 Read Health Club Management online august 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital The Pritikin programme gives people the information they need to make healthy food choices, even after they leave the centre

And people like Andrea Coogle, mother of three young children, who lost 75 pounds and has kept the weight off for years – she calls Pritikin “a lifetime journey of health and wellbeing” and adds: “Pritikin’s not about ‘Can I get this weight off in 30 days before I go on vacation?’ It’s about feeling a lot better every day – and for all the days to come. Pritikin involves the whole person, and

that’s what I love about it.” ©ISTOCKPHOTO.COM ALL PHOTOS

What part does exercise play in the programme? Regular exercise is a vital component of with kids, but we’ve never had an offi cial Will you expand into any Pritikin. Our exercise programme is programme like this for adults before. other countries? based on state-of-the-art science for It has slightly looser guidelines for We’re speaking with potential partners losing weight, getting fit and achieving sodium and animal protein, and includes in Singapore and the UAE, but they’re optimal health. Every facet is designed to more foods that are acceptable in not confirmed. We’re particular about be easy to follow wherever guests find limited quantities. This may make it who we do business with to ensure our themselves, from home to airports to easier for some to follow. It’s suitable guests get consistent results. hotels. The programme includes cardio, for those in reasonable health who strength training and stretching, and we want to stay that way, and allows us What’s next on the agenda? accommodate all levels of fi tness: people to cast the net wider for a younger, Our relocation in Florida to who haven’t exercised in years right up healthier clientele. But if you come accommodate expansion and the to athletes wishing to ‘super-train’. to us with severe diabetes or a heart Medicare rollout. From January 2010, Our doctors and exercise physiologists disease, we’ll still strongly recommend Medicare will cover certain people to also use the results of comprehensive the traditional Pritikin Program. undergo the programme in 72 one-hour cardiometabolic stress testing and sessions. This will be non-residential, biomechanical and muskuloskeletal How’s the deal in India going? and Medicare will pay for doctors, evaluations, all conducted at Pritikin, to We’ve granted VLCC a master licence. exercise classes and nutrition lectures. create a highly personalised exercise plan We’re providing the know-how, Medicare realises it’s worth investing for each guest, which means they shed programme and recipes, and VLCC will a few thousand dollars for someone to fat and build muscle quicker and more be running the centres. They’re sending do our programme if it means they can effectively than they ever thought key people to us for training, and we’re avoid surgery or get off their medication. possible. And each day, they discover the helping with hiring. The centres will And where Medicare goes, private fun, the thrill, of being fi t. offer non-residential programmes insurance companies follow. similar to something we offer here, We’ll also be setting up non- You’ve launched a less rigid called the PM Program, where people residential centres in local communities version of Pritikin. Why? sign up for a 12- or 16-week course and offering 12- or 16-week programmes, The new version, the Pritikin First Step come in two or three times a week for enabling us to expand across the US. Program, has been in development and an exercise session, a lecture and a meal. beta testing for years. It’s similar to the We’re doing field research to see what’ll rhianon howells programmes we’ve developed for use work in India in terms of schedules. [email protected]

august 2009 © cybertrek 2009 Read Health Club Management online 45 healthclubmanagement.co.uk/digital resistance training

Sarah Owen looks at the importance of strength training, and MAKING YOUR asks if operators are doing enough to encourage their GYM STRONG members to incorporate it into their workouts

s an industry, we’re well aware of the health benefits “The perception of strength training is gradually shifting, of resistance training – but are our clients? with instructors and PTs positioning it for wellness and Although members are given a strength training life tasks rather than just a bodybuilding goal,” says Sarah programme as part of their induction, the common Morelli, education and development manager for Star Trac, Asight of busy CV area versus quiet strength area demonstrates who believes that cable-based training has helped alter the the reality of clients’ exercise habits. public’s perception of strength training and proved invaluable Stefan Gibberd, manager at the Eric Liddell Sports Centre in in increasing member usage of the strength training area. London, states: “Despite giving complete training programmes “By educating members in topics such as stability, mobility to our members, people naturally gravitate towards CV and exercise for function, users will not only become more workouts and we’ve had to limit use of each piece of cardio comfortable with strength workouts, but also drive demand for equipment to just 15 minutes at peak times.” equipment to meet their needs.” Personal trainer Toby Giles agrees: “My clients are often wary of using weights or resistance machines. There seems to be a public perception preconception about strength training, both in terms of the effect Dave Clark, head of strength and conditioning at the Scottish it might have on their body and how tricky it will be to do. Once Institute of Sport, agrees: “A combination of strength training they overcome that hesitation and see the results, however, and cardiovascular work is needed to maintain good health, strength work quickly becomes part of their normal routine.” body shape and weight. By raising the body’s basal metabolic Encouraging clients to make strength training a regular part rate, strength training makes the heart work harder, functional of their workout can reap massive retention benefi ts for gym capacity is improved, and clients will look and feel better.” managers and decrease waiting times for CV stations at peak However, Clark believes many people fall into the trap of periods by encouraging an even fl ow of people across the doing too many reps at low weights and thus become frustrated gym fl oor and, perhaps even more importantly, producing the at their lack of progress. “The biggest mistake people make is physical benefi ts members need to stay motivated. working with inappropriate loads, most commonly too light,” he says. “Changes to muscle function are a product of time under tension and, to make change, people should do fewer reps but at a higher load. In this way, they prevent bulking out. Clients need to know they must stick with this programme. Their weight might not change, but their measurements should – the waist for men and the hips for women. The benefi ts will last for longer and will greatly improve their general health.” If the benefi ts are so obvious, why does cardio appear to be more popular than strength training? And what is the industry doing to help educate and change public perception? Clark believes the way people exercise is a historical thing. He explains: “As a relatively young industry, we’re still largely guided by the trend set in the 70s, which was centred around research by the Cooper Institute on the benefi ts of cardiovascular exercise. This dictated the popularity of cardio-based exercise in the fi eld of sports science. Although most instructors are aware of the physical benefi ts of strength training, it’s still often viewed as an add-on to cardio work.” “It sounds obvious, but a confi dent, knowledgeable fi tness team will go along way towards encouraging members to use the equipment,” adds Jon Johnston, MD of Matrix Fitness Systems.

Think again Cable-based kit, such as Star Trac’s HumanSport (left), is changing people’s perceptions of strength training

46 Read Health Club Management online august 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital Focal point Pulse’s new free weights are designed to encourage integration with the rest of the gym

“Instructors need to help users visualise how the exercise will Easy does it Precor aims for help them in all areas of their sporting and everyday lives. proper function coupled with “Members have long been aware that CV equipment burns ease of use in all its strength kit calories – the equipment even calculates it for them – but there’s a general lack of awareness about the important contribution resistance training plays burning calories too.” manufacturers’ role Making strength training more inviting, meanwhile, is something manufacturers take very seriously, whether by applying the latest scientific findings to their designs, providing specialist training courses or studying customer feedback. Tim Colston, MD of Keiser UK, says: “We supply gym managers and instructors with the knowledge they need to educate members about how strength training can help them meet their personal goals. Our one-day, REPs-accredited courses are constantly evolving to meet operator and industry needs and include everything from Level 1–3 Resistance Training Pathway Courses for basic resistance and advanced resistance training, to Advanced Functional Trainer Modules focusing on sports-specifi c, rehabilitation and strength and power training.” And just as new innovations in design and technology have helped change the face of cardiovascular workouts – who could imagine a gym today without a cross-trainer or a stepper? – august 2009 © cybertrek 2009 Read Health Club Management online 47 healthclubmanagement.co.uk/digital resistance training

so strength training is evolving into a sleek, modern way of exercising with the introduction of new types of equipment. Hoist’s innovative Roc-It line moves with the user to simulate a free weights workout and, according to Graham Bertrand – MD of the PTE Group, which distributes the equipment in the UK – has proven popular with experienced members and novices alike, bridging the gap between free weights and traditional resistance machines. Fitness instructor Jo Devereux agrees: “Induction-wise it’s excellent, as it’s very easy to use. It’s very smooth with little room for technical error, so you don’t see people using momentum to lift the weights. It also pleasantly surprises people who’ve exercised before. We’ve had some great results, with members losing weight, toning up and reducing body fat. “Normally, members get bored with resistance equipment as they progress with their programme, but with Roc-It, people are getting a lot more out of their programmes. I believe this is Hoist’s Roc-It Easy to where the future lies. It makes our job a whole lot easier.” use and non-intimidating Meanwhile, Precor’s design team carefully studied people’s exercise habits before developing its new resistance range. These fi ndings, divided into beginners and advanced, show that light users in particular can feel awkward and breaking barriers embarrassed about using strength equipment – the fear of not Using strength training in a class format is another way to using it properly, getting in a muddle with weights and seat break down perceived barriers and bring weight training to the adjustments, feeling self-conscious and so on. masses. BODY PUMP, for example, took the industry by storm Advanced users tended to have a clearer appreciation of the when it was launched in the 90s and is still seen as one of the importance of exercise and strength work to their physical most innovative strength training concepts to date. Using and mental wellbeing, but also said they wanted equipment traditional moves such as squats, presses, lifts and curls – but that was simple, effective, easy to use, safe and comfortable. under the expert eye of a specially trained instructor and set to However, they were more likely to use strength training for a up-tempo music – the Les Mills programme challenges particular reason, such as toning a specifi c body part, or as part stereotypical views of free weight strength training and is now of training for other activities like karate or running. a firm fixture on many gym timetables. Doug Durnford, senior product manager for Precor, says: Gym layout can also help, and suppliers such as Pulse are “Our number one objective for strength equipment is proper working with operators to devise ideas that position strength function coupled with ease of use” – this ensures that novices and CV workouts together to encourage fl ow between the can easily understand how to use them, but also that more two areas. Darren Clowes, head of design for Pulse, explains: advanced users get an effective workout. “Trying to entice gym users to use free weights has always He continues: “We’re mindful of the fact that a club owner been an issue for operators. Traditionally, free weight areas are must accommodate fi rst-time users, novice users, periodic tucked away or in a separate environment from the machines. or casual users, and various levels of experienced users. A “In designing our new range of free weights, we deliberately well-researched and designed strength machine should allow wanted to create a product that would entice members to use any type of user to work out effectively. In addition, the weight them and also encourage operators to bring them to the fore stacks assigned to each machine should allow users to progress due to their stylish looks and synergies with the cardio and as their strength and fi tness levels improve.” strength ranges. We now see gym layouts with free weights featured, rather than hidden away, and more users working with weights, especially female members.”

get stronger So if you want to make your gym stronger, maybe it’s time to rethink your focus on resistance training to see if it can provide a boost to the health of both your members and your business. Clark concludes: “It’s our job as an industry to make sure what we know from science is understandable at all levels, and to make sure what we preach is the same across the board. We need to help our clients understand the fi rst principles of strength training and help debunk the myths surrounding it. “In short, well-trained instructors who understand the physical benefi ts of weight training as a discipline in its own right, well-placed equipment, and a desire to help members reach their full potential will not only help our clients but could also help a gym’s retention levels.” Pump it up Les Mills’ BODY PUMP programme challenges sarah owen stereotypical views of free weight strength training [email protected]

48 Read Health Club Management online august 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital Give your club the strength to compete

Precor's industry-leading cardiovascular products, With Precor, product innovation, technological excellence, including the award-winning Adaptive Motion Trainer class-leading services and integrated entertainment (AMT), are now complemented by the new, intuitively solutions all combine to deliver a total package for designed Experience Strength C and S-Line ranges. your club, and total satisfaction for your members. Why look anywhere else?

Precor UK · CALL: 01276 404900 · E-MAIL: [email protected] · VISIT: www.precor.com group cycling vive la revolution

What are the options when it comes to group cycling products? Kate Cracknell takes a look at an ever-growing market

onfused about which group cycling product to buy? That’s hardly surprising: the C category has exploded in recent years, with a raft of increasingly differentiated new products launched to the market offering a wide array of features and functionalities. Where once a few key players dominated, now pretty much every supplier has a presence. Here we round up, by theme, some of the products in the category.

traditional group cycling s Keiser’s M3 bike is well-known for its aesthetics and quiet operation, as well as its maintenance-free design. But an additional bonus is its computer console, which offers information including power output (displayed in watts and kcals), heart rate information (the M3 is Polar-compatible) and RPM. These parameters can be set, making the bike suitable for use on the gym fl oor as well as in a studio environment, offering operators a dual purpose bike. s Pulse’s durable bike is designed to cope with the daily rigour of multiple, intense classes and is built with tough yet stylish materials. Also included in the package are accredited training for instructors and marketing tools for operators to promote their classes. s Star Trac is the exclusive equipment provider for the Spinning programme developed by Mad Dogg Athletics; the two companies jointly market and distribute Spinning bikes, programming and education worldwide. Star Trac currently has fi ve Spinner bikes on the market. Top of the range is the Spinner NXT, with its heavy-duty all-aluminium Make way The frame. Other models include the CYCLEwell adaptor Spinner Elite and value model, allows pregnant the Spinner Velo, which is women to use the nonetheless designed with Matrix Tomahawk bike durability in mind.

50 Read Health Club Management online august 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital Keep on moving RealRyder’s ‘unstable bike’ pivots on its axes

‘real feel’ s Star Trac’s other two models are the Spinner Pro, designed to have the feel of a road bike, and the Spinner V, which has been developed with specifi c bicycle Thumbs up The geometry parameters to Wattbike is the fi rst ensure an authentic cycling bike to be endorsed by experience, with micro- British Cycling, with adjustments to give riders a technique feedback personalised fi t. and accurate data sThe Wattbike, which offers similar parameters and adjustments, is also the fi rst bike to be endorsed by British Cycling. It can be used for a range of purposes, from rehab to elite training to group cycling. It offers accurate performance data that can be compared across bikes and across sites, with data sampled 100 times every second and 25 different measures monitored in real time. Participants of group cycling classes can, therefore, track their progress. The Wattbike’s performance computer also provides technique feedback – an analysis of the performance of each leg throughout the revolution of the pedal, which means users can be taught to real bike, the AC Series turn of the wheel. This is said to provide cycle more effi ciently. comprises three models: a more challenging workout, as well s RealRyder’s ABF8 ‘unstationary bike’ Classic and Sport, both as helping to minimise the risk of knee was designed to replicate and support of which have a zinc-coated injuries. The bike also features a multi- the real biking experience when cold steel frame; and Performance, with its grip handlebar that can be adjusted weather discouraged road cycling. It aluminium frame. All feature a chain without dismounting, dual option encourages and rewards good form, rather than a belt and come with Shimano pedals and an ergonomic, proper pedal stroke and position on a virtual braking system. This uses padded, unisex saddle. the bike – the skills that time cycling electro-magnetic force, rather than s Distributed in the UK by Paligap, with out on the road can develop – and any contact on the wheel, to provide a installations and instructor training allows users to tilt, turn and bank. perfect linear application of resistance. delivered by NSCR, the CycleOps Pivoting on multiple axes, it enhances An optional console offers feedback Indoor Cycle is new to the UK – the studio training by engaging the upper such as RPM, heart rate and wattage fi rst installation was at RAF Naphill. Said body and the core, as well as giving output, designed to help instructors to mimic the custom fi t and feel of your training in balance, working the legs and better structure their group cycling own bike out on the road, but in an providing a cardio workout. classes. Two models of console are indoor setting, the CycleOps Pro 300 PT sThe Schwinn AC (Authentic Cycling) available: Sport and Performance. provides real-time feedback on training Series is the latest group exercise bike s Precor’s Teambike 800 has been intensity – speed, cadence, watts and from Nautilus. Designed to closely designed to mimic outdoor cycling, with torque. It can also display current heart replicate the experience of cycling a even resistance throughout the entire rate when used in conjunction with a

august 2009 © cybertrek 2009 Read Health Club Management online 51 healthclubmanagement.co.uk/digital group cycling

heart rate monitor, and specifi c courses are available based on heart rate zone training. The handlebar-mounted console and software also allows users to download their rides to a computer and track progress over time. s Technogym’s Studio Bike is an indoor evolution of the classic Italian professional road bikes, with an aluminium frame, easy adjustments and non-slip handles. The reduced crank distance and ergonomics of the bike enable riders ranging from 140–210cm in height to achieve the correct Design-led Star Trac’s positioning, posture and performance self-service eSpinner in their workout, while the multi-grip bike. The bikes can also be someone on-screen, for (above left) and handlebar offers three traditional set up to race against each example, you will have 2 Keiser’s ‘maintenance- training positions plus a new ‘chrono/ other, providing a very per cent less resistance, as free’ M3 (above right) triathlon’ position. The bike is available motivating group cycling per the draghting effect to order now, for delivery in November. session: you see your own in the real world; when avatar and those of your you ride clear of the other interactivity competitors racing against each other riders, the resistance will go back on to s Trixter’s X-Bike has ‘X-Bar’ handlebars on your personal screen. A selection of refl ect wind resistance. It’s also possible with a pumping action that offers seven Virgin Active gyms, for example, have to link up with other clubs anywhere in levels of resistance; it’s claimed that the Trixter Challenge classes for six people. the world via an internet connection. bike burns 55 per cent more calories s Expresso’s interactive bikes, sThe MyRide system can be used than standard indoor cycling. distributed by Physique and ZigZag in with any make of bike, delivering more VR X-Biking classes involve real video the UK, offer a similar option, with than 100 workout variations through a footage and computer-generated scenes members able to race against each console: users follow the instructions – everything from races along mountain other in more than 30 different on- of an on-screen instructor through tracks to a cycle courier navigating screen tours; up to 16 bikes can be headphones. By offering instructor-led busy city streets – which are projected linked on each router. The bikes also workouts at all times, clubs can ensure onto a big screen at the front of the offer a ‘power assist’ option, much group cycling studios aren’t simply dead studio. With participants motivated by like a handicap in golf, meaning that all space when classes aren’t running. the on-screen action, the instructor is abilities can compete against each other able to spend more time moving among in a fair competition. special populations the class, correcting, encouraging and s Star Trac’s eSpinner is a Spin bike sCycling is recognised as an excellent ensuring that each rider is achieving for the gym fl oor, with an embedded form of cardio exercise for pre- and optimum physiological results. 15” touch-screen offering thousands of post-natal women, but there are Meanwhile, Trixter’s X-dream has a combinations of instructor-led rides. limitations associated with the normal personal screen; users can choose which Users simply jump on in their own time riding position. These include postural course to cycle, with an on-screen avatar and are guided through a workout by an problems which can lead to perineal, mirroring the effort they put in on the instructor offering tips on technique and back, shoulder and wrist pain – plus hydration, as well as providing motivation the fact that the developing ‘bump’ can throughout. It’s designed to cater for all impede the cycling action. markets: experienced CYCLEwell education and the Spinners can select adaptive technology on the Matrix Virtual racing Trixter’s a workout pitched Tomahawk indoor bike have been X-dream allows users exactly at their level, designed to help address these barriers to race each other and without waiting to participation. The CYCLEwell via avatars on their for a scheduled class, adaptor turns an ordinary bike into a personal screens while those who have much more accessible, comfortable never tried group bike to ride while still offering all the cycling before can use it to familiarise benefi ts associated with indoor cycling. themselves with the bike outside what By altering the handlebar position to could otherwise, for the fi rst-timer, be an allow for a more upright and natural intimidating class environment. position, it allows cycling to continue s Instyle’s webracing aerobike, available further into the pregnancy and, equally in spring 2010, will offer full studio importantly, allows cycling to begin racing in the virtual world. Participants early on return to exercise post-birth. will not only see their avatars on the screen, but will also feel the effects kate cracknell of real racing: when you ride behind [email protected]

52 Read Health Club Management online august 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital

spa membership HEALTH CLUB SPA

Rhianon Howells talks to Nick Coutts, CEO of Holmes Place Iberia, about the company’s spa membership business model committed to spa

uaranteed revenue. That’s music to the ear of any The advantages of a membership-based business model versus business, and it lies at the heart of the monthly pay and play are clear: it delivers a predictable revenue stream, G membership model of private health clubs. But encourages usage and secondary spend, and makes it easier to what’s now standard practice for the fitness track customers’ needs and preferences and deliver value. industry – pay a monthly fee and, in return, use the facilities But there are issues to overcome: the willingness of consumers at any time – is new thinking for the spa industry, which has to make the commitment needed for a membership pricing remained largely reliant on ad hoc business. structure to work, for example, and the need to balance the spa’s This is also the case for health club spas which, although commitment to members with the needs of ad hoc bookers. benefi ting from the opportunity to cross-promote spa services You’ll also need to decide how much to to fi tness members, nonetheless tend to rely on people charge for membership, and what benefi ts dropping in for the occasional treatment. to include, to ensure it offers suffi cient However, with spa increasingly being seen as a lifestyle added value to members while also being choice rather than an occasional treat, a handful of of maximum benefi t to your bottom line. operators are starting to explore the option of offering spa Operators such as Holmes Place Iberia memberships to guests who are willing to make a serious are proof this model can work for health commitment to their health and/or beauty regimes. clubs, as CEO Nick Coutts explains.

How many spas does When we decided to have a go of the know-how from our personal Holmes Place Iberia have? ourselves, we started with one spa and training (PT) business, which is an area We launched our first spa in Cascais, used that to learn from our mistakes. we’ve very strong in. We’d started selling near Lisbon, in 2006 and now have 17 And we learned quickly. A spa has all PT in packages of 10 or 20 sessions, but Zensations spas in our clubs in Spain the challenges of a club, but on a smaller later moved to a direct debit model, and Portugal. We’ll have three more by scale, and it’s the scale that was the whereby clients commit to one, two or the end of this year. With the exception main issue: we were over-optimistic three sessions a week and we debit them of our flagship site in Cascais, which about the margins we could achieve. It’s once a month. It was challenging at fi rst, offers seven treatment rooms and a hard in Spain and Portugal, as stringent but now 80–95 per cent of the PT we sell relaxation area, all our spas have four employment laws make it expensive to is by direct debit. We realised that we or five treatment rooms. replace under-performing staff; if your knew very little about spas, but applying margins are quite small in the fi rst place, this PT model to the spa business seemed When and why did you this can kill your business pretty quickly. a real opportunity. launch spa memberships? We realised early on that the spa Before we launched the spa in Cascais, business was unforgiving – you can’t How is your spa we had spas in our health clubs but the afford to make too many mistakes. membership structured? management was outsourced. We didn’t It wasn’t until a year after launching Our Zen Client spa membership is open really expect too much from them – Zensations that we decided to introduce to both club members and non-members. we’d just get a fixed rate for the space, a direct debit membership scheme for the For 50 a month, they get a 15 per cent and we’d hope the spa operator could spas. In looking for ways to improve our discount on treatments, additional offers offer a reasonable service. spa model, we decided to leverage some on special occasions such as Mother’s Day, and priority booking.

What are the benefi ts for the business? Spa membership works not only because the revenue builds predictability and forecasting into the business, but also because it gets psychological and financial commitment from the guest: it stimulates them to come to the spa regularly, and gives therapists and managers the

Successful model: Three more Zensations spas are planned for 2009

54 Read Health Club Management online august 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital Holmes Place Iberia launched the Zensations spa brand at its fl agship spa in Cascais, near Lisbon, in 2006

opportunity to cross-sell and up-sell direct debit start the month with over 50 sales doesn’t come naturally to them products and services. It also lets us per cent of these targets already achieved. and a direct debit contract is harder to track behaviour and spending patterns, sell than a one-off service. My number which enables us to apply the principles What’s the secret one recommendation is to integrate of customer relationship management of making it work? membership sales into your commission and market specifically to them. A strategy is only as good as the people structure, so staff have to achieve a set Our most successful spas are those that executing it; I’d rather take on a percentage of their sales targets through are most effective at building their direct manager with a sales background, who memberships in order to start earning. If debit membership. Why? Because our has a passion for spas, than take on you make something as fundamental as revenue targets are 15,000– 40,000 someone from the spa industry who this optional, you won’t get anywhere. a month, with a 20–25 per cent margin – needs to be taught about sales. depending on the size of the spa and time Motivating therapists to sell rhianon howells of year – and spas that do well at driving memberships can be challenging, as [email protected] august 2009 © cybertrek 2009 Read Health Club Management online 55 healthclubmanagement.co.uk/digital HEALTH health club spa news CLUB SPA edited by kate cracknell. email: kate [email protected]

new club and spa for chester re-opening of

The city of Chester will soon be home bath priory spa to a new £8m, 14 treatment room spa The Bath Priory’s Garden Spa will be and gym, which is due to open on the re-opening this September following a outskirts of the city this November. complete refurbishment. The Club and Spa at Hoole Hall will The spa will offer two reception be built in the grounds of the former areas, four treatment rooms, an indoor 18th century Hoole Hall manor house, swimming pool, sauna, elliptical steam which is now the Doubletree by Hilton pod and changing facilities. Chester hotel and restaurant. There will also be a brand new gym, Currently under construction, consisting of two rooms offering

facilities will include a spacious © CRISPINWILLIAMS.CO.UK PHOTO resistance and cardio equipment, as well Technogym-equipped gym, including The £8m spa and gym is due to as Technogym’s Kinesis cable system. Visio software, a high impact group open in Chester in November The Garden Spa, as the name exercise studio and a yoga room. suggests, has been transformed to Located within a 25,000sq m area in This is complemented by steamroom, showcase the hotel’s beautiful the hotel’s walled garden, the spa will thermal rooms, sauna, spa pool. There is landscaped gardens, which can be offer a couple’s suite, rasul chamber, also an indoor pool, a hydrotherapy pool viewed through the large windows by teuco bath room, hammam, meditation and a Watsu part indoor part outdoor guests working out in the gym or room, pedicure and manicure room and pool. Pevonia and Anne Semonin Paris relaxing in the pool. relaxation lounge. A specially crafted will supply the products used in the spa. The spa will offer a full range of beauty range of natural treatments will be The club and spa will be operated by and massage treatments, using Decléor, available in the 14 treatment rooms. Sanguine Hospitality Ltd, as is the hotel. Li’Tya and Jessica Nails products.

fi tness fi rst and bannatyne’s launch non-invasive treatments

Health club operator Fitness First has extended its spa and

beauty offering through a new partnership with cosmetic ©ISTOCKPHOTO.COM/YURI ARCURS procedure specialist Hylagen. The non-invasive treatments, offered via Hylagen concessions in 17 clubs, will include teeth whitening, dermal fi llers and hyperhidrosis treatments (for excessive sweating). The services will be available to members and non-members. The Bannatyne Group will also be introducing non-surgical aesthetic treatments thanks to its new partnership with cosmetic giant Collagenics. The services – which will include skincare procedures such as peels and injectable treatments – will initially be available in nine of the group’s spas. Fitness First’s offer will include teeth whitening bannatyne opens latest spa in edinburgh The Bannatyne Group offi cially opened The Edinburgh spa is the 30th its latest health and wellbeing spa in Bannatyne Spa to be opened in the UK Edinburgh on 16 June. and is part of a £16m investment made Based at Bannatyne’s Queen Street by the group in the last eight months. health club, facilities at the £60,000 spa This has included a £2.5m hotel and include two treatment rooms and a dual spa development in Hastings, and a treatment room for couples or friends new £500,000 spa and extension to the to enjoy a treatment simultaneously, a fl agship health club in Darlington. spray tan room, pedicure and manicure Duncan Bannatyne says: “We’re thrones, and a relaxation room with operating in a competitive marketplace, heated tiled loungers. but health and wellbeing remain top of Employing six therapists, the spa the agenda for many people and our spas offers a range of treatments including and health clubs continue to trade well. complementary therapies and specialist The recession will not be affecting our Facilities at the new spa include a massage, plus beauty treatments such as ongoing investment plans, as we aim for dual treatment room for couples waxing, nail care and make-up. further growth and expansion.”

56 Read Health Club Management online august 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital HEALTH CLUB SPA

amazingspace

Julie Fisher takes a look at s a traditional dual-use site, From the outset, communication with Huntingdon Leisure Centre all parties was fundamental to the how Huntingdon Leisure A had the usual mix of dated success of the redevelopment: the amenities, including a sports entire £1.5m redesign, funded by Centre redeveloped its hall, a gym, changing facilities, a bar and Huntingdon District Council, was sports hall to provide a soft play equipment. However, to improve heavily influenced by customer feedback. its financial base, it was imperative that Members felt the existing gym was too new spa offering and fun the site was remodelled to offer a mix of small, that there was nothing on offer family-orientated facilities not currently for younger children and that the for all the family available to the local community. changing facilities were poor. An independent feasibility study meeting local needs commissioned by Alliance Leisure Huntingdon District Council, in established that the centre needed to consultation with project management redefine itself and improve its image if it company Alliance Leisure, took a long was to attract a wider customer base. look at how it could expand and One of the priorities was to create Fun Zone Kitted out by House of redevelop the current site to meet the maximum space within the existing Play, the new soft play facility has needs of the local community and to fl oorplan, to provide the local beaten its targets two times over encourage wider participation. community with outstanding family august 2009 © cybertrek 2009 Read Health Club Management online 57 healthclubmanagement.co.uk/digital club overhaul

CREATEABILITY old facilities sFive-court sports hall s150sq m fi tness suite sChanging facilities sBar sMobile soft play equipment s100sq m studio LEISURE new facilities s240sq m Impressions fi tness suite s170sq m soft play area ENVIRONMENTS sZigZag interactive zone s75sq m general activities room sHeat experience spa offering FROM EVERY sfl oral steam scrystal steam sherb sauna ANGLE s Treatment rooms offering holistic therapies sRelaxation zone and massage bed sCafé sNew reception area s New changing rooms including a team changing area

facilities and, in turn, to increase redevelopment without closure or revenue. Sarah Watts, MD of Alliance financial inconvenience.” A two-phase Leisure, explains: “A four-court sports plan was implemented, starting on-site in hall will generate £60,000–£70,000 of April 2008 with provision to ensure that revenue a year, due to the nature of the the facilities remained open at all times. activities that can take place: 10 people Careful planning and project playing fi ve-a-side football, for example, management of the two phases was vital or eight people playing badminton. to ensuring no revenue was lost. Ian “We wanted to create a site with a Cotgrave, Createability MD, observes: wider mix of activities across fi tness, “Apart from a few technical hitches that • Specialist leisure development play and spa, as this can accommodate a were overcome on-site, the only issue • Integrated, bespoke design great deal more people and, dependent that needed addressing on a longer- • Business focussed asset solutions on the mix of facilities, generate more term basis was the loss of male changing than four times the revenue each year.” rooms [while the redevelopment work • Time and budget compliant was underway], which was solved with • Stylish, functional, durable quality open all hours portable changing cabins. The centre • Long-term development partnerships Working with design and build experts remained open throughout and, despite Createability, a plan was devised to the complexity of the equipment move, redevelop two of the courts and create a the only area that had to close for one mezzanine floor to maximise space. day was the fi tness studio.” Simon Bell, general manager of While the public continued to use the Huntingdon District Council Leisure existing fi tness suite, a new 72-station, Centres, says: “One of our main 240 sq m (2,583sq ft) Impressions challenges was to convince our Cabinet fi tness suite was built in the area that the changes would be worthwhile created by the mezzanine fl oor. Existing and that we could manage the Technogym fi tness equipment was moved into this gym, along with new equipment from the Technogym Excite line, new strength kit, a BalanceMaster lower limb exerciser, fi ve Concept2 rowers, two Trixter X-dream bikes and a Galileo vibration plate. The fi rst phase of the project, which included the fi tness studio, a state-of- the-art ZigZag family interactive zone and a 170 sq m (1,830sq ft), 83-child- Wellbeing The old gym has been capacity ‘Fun Zone’ soft play facility was Tel: 01256 818915 converted into a relaxation zone fully operational by November 2008. www.createability.co.ukwww.createability.co.uk august 2009 © cybertrek 2009 Working out Existing Technogym equipment has been combined with new kit in the new 72-station gym

The i-zone interactive ZigZag area, Centre is the first to offer this type of for older kids, offers three giant spa in the area and the response has computerised Sportwall panels and 12 been exceptionally positive,” says Bell. Xer-Dance arcade-style dance platforms. He continues: “Not only have we A café was built adjacent to the Fun seen increased visits, but we’ve also Zone so parents and carers can relax experienced a more even distribution while the children work off some energy. of custom throughout the day. A Meanwhile, when a privately-owned major boost has been the injection of local play centre closed down during secondary spend in the café, as well the planning stages, the council took as through treatments and the heat the opportunity to reassess local experience, which are offered at an requirements and redesigned the Fun additional cost. The spa reached target Zone, resulting in a larger soft play in the fi rst week of opening. area. With no local competition, this “Huntingdon Leisure Centre had section – kitted out by House of Play – nowhere to go in terms of external has been one of the main successes of expansion, so this was a more the redevelopment to date, with usage complex scheme than it might have exceeding target two-fold. been,” Bell adds. “However, everyone involved has played a part in making relax and enjoy this project a resounding and instant Relaxation and wellness formed part of success. Public appreciation has been the second phase, which saw virtually unanimous and the increase in Createability convert the old gym into a admissions refl ects a job well done.” Pure Health and Wellbeing relaxation Watts believes this type of overhaul zone. This new area, equipped by HELO, will continue at outdated sites: “It’s incorporates a heat experience imperative that local authorities offer featuring crystal steam, floral steam, the right mix of facilities to encourage herb sauna and therapeutic water more people through the door and make massage, as well as new changing their centres fi nancially viable. Assets facilities and treatment rooms. can be made to work harder and facilities The spa, which offers a range of redesigned to meet local requirements.” holistic therapies and male grooming treatments, opened for business in julie fi sher Email: [email protected] April this year. “Huntingdon Leisure [email protected] www.allianceleisure.co.uk august 2009 © cybertrek 2009 Read Health Club Management online 59 healthclubmanagement.co.uk/digital spa trends q&a

HEALTH CLUB SPA

dalesauna’s sales director talks to kath hudson about changes gerard in the spa industry, and calls for health club operators to make spa a more mccarthy affordable experience

when was dalesauna formed? Around 30 years ago by Stephen Hipps, who’s still the MD, and his friend John Gascoigne. John was married to a Finnish lady who, with a culture of saunas in Finland, wanted to have one at home. Newcastle: we stay away from there and also become more important, like the They couldn’t get one, so they concentrate on markets further afield. tiles and the lighting used. It’s a bit like commissioned a local joiner to make one. The bubble has really burst in the Middle a Formula One car: you have a basic car Word got around and they tentatively East in the last six to nine months and every year you give it a little tweak. set up the business. Initially they sold though. Some companies opened offices Design’s become almost the number sauna suites to local authorities, but a over there and now they don’t have two one element: everyone wants to look few years later it became more dirhams to rub together. different and have the wow factor. About sophisticated, with plastic steamrooms. two years ago, we employed a designer what’s your most and she’s made a signifi cant difference what’s dalesauna’s usp? popular product? to what we can offer in terms of fi nishes. We made saunas, which was rocket Saunas and steamrooms are the staples The good news is that design is becoming science in the UK 30-odd years ago! of everyone’s diet in the heat experience less themed: a few years ago, if you went Now we have a wide range of products market, but then you add on other into a spa, you couldn’t walk fi ve paces and a comprehensive service network: options, like feature showers, without tripping over a Balinese head. we employ 12 engineers who are all aromatherapy rooms and ice features. Thank goodness we’ve got away from qualified electricians and do nothing but that – we’re more comfortable with our service and maintain the products once what’s the most recent own spa culture now. they’re in place. Nobody else offers that innovation in the market? kind of after-sales support. Salt inhalation: salt water infused into which sectors are most steam. Salt water’s good for bronchial buoyant at present? which countries do you work in? complaints and generates negative ions, The market tends to go in eight- to The UK predominantly, but we’ve also which help alleviate headaches. 10-year cycles. About eight years ago, worked in the Middle East, Maldives, St Heat experiences have been around nearly all our business came from Lucia and we’re currently doing some for thousands of years in pretty much private health clubs. They’ve been quiet work in Zanzibar. Not so much mainland the same format – you take a room, you for a few years, but are now starting to Europe, because that’s a bit coals to heat it up – but now the aesthetics have come back again with new developments.

60 Read Health Club Management online august 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital PICTURE: WWW.ISTOCK.COM/???

High quality Local authority spas such as Whitley Bay (above) are starting to look like private spas

Full range Whitley Bay has almost all Dalesauna’s products, from salt inhalation to a spa pool (above)

Heat treatment Women prefer High-end hotels are still investing: lower temperatures, with we’ve just kitted out Sofi tel’s new softer heat and maybe steam fl agship hotel at St James’s in London. And we’ve just done a nice job at Whitley Bay, where the local authority It’s exciting to see how the private has spent about £4m refurbishing a sector approach to spa areas has rubbed leisure centre. We’ve created a suite off on the public sector. There’s a Design focus Oriental themes which includes almost everything we do: realisation that people’s expectations are less apparent now, with our sauna, saunarium, salt inhalation, steam, are higher and they can’t get away with own spa culture emerging foot-spas, feature showers, spa pool, a second-best offering at public health heated loungers and hydrotherapy baths. facilities any more. The fi rst thing we did Also, we’ve recently kitted out six that constituted a real step away from 15-man steamroom, it’s down to a colleges with sauna, steamroom, dry the norm of plastic steamroom and pine six- or seven-person sauna, but also fl otation and hamman massage. They’re spa was at Wavelengths at Pendle. They adding an aromatherapy room, a salt diversifying to offer spa therapy courses, put in treatment rooms, a new gym inhalation room, an ice fountain and so need the right kind of equipment. and a comprehensive wet area/heat feature saunas. It’s less of an endurance experience. The standard of fi nish was and more of an experience now. You what development have you spectacular. It looked like a fi ve-star spa. can go on a spa journey from room to been most excited about? Whitley Bay has followed on from that. room, slowly warming the body up from Whitley Bay. It’s a real turnaround in 35 degrees to 85 degrees. what you might expect from the typical what trends have you noticed? local authority. They’ve spent a Over the last five years, the market’s with all these new reasonable amount of money and their gone away from the basic sauna and experiences, are people still new centre is very like a private sector steam and moved towards offering interested in saunas? offering, with an incredibly high standard smaller heat experiences and more of I think they are. I think it still forms the of finish throughout. It looks fantastic. them. Instead of a 15-man sauna and fundamental heart of the heat august 2009 © cybertrek 2009 Read Health Club Management online 61 healthclubmanagement.co.uk/digital spa trends q&a

Icy touch Crushed ice can be used for body scrubbing after a heat room treatment

experience, but the number of saunas we sell has been diluted by the range of products we now offer. And we tailor the offering to the end user. Females seem to prefer lower temperatures, softer heat, maybe steam. They like the aromatherapy rooms because they don’t feel harsh and prickly on your skin, they smell amazing and they’re not too hot.

what can health club spas do to raise their game? Staff training is vital. It’s one of things we certainly recognised and have tried to drive forward. If you join a health club, you have an induction before you do anything, and we’re trying to suggest the same for the wet facilities, because there’s such a variety of experiences now which all do different things. Nothing beats the staff using the facilities themselves, otherwise it’s impossible for them to recommend anything with enthusiasm. It always surprises me how often the staff don’t bother to try out the facilities in advance.

what can suppliers do to progress the industry? Education. We need to keep pushing the idea that we’re not a one-off treat or a centres in Germany and Austria are how can it be made luxury, which is how it still tends to be unbelievable: beautifully built and more affordable? viewed in the UK. Seventy per cent of fantastically provisioned, but also We need the government to realise that visits to GPs are because of stress- affordable. They may have 20 different it’s as important as fitness. This was related complaints, so we need to do heat experiences, as well as indoor and discussed at SIBEC: the fitness bodies more to get the message across that outdoor pools, but it only costs`10 are getting funding to support their sitting in a steamroom isn’t a waste of to use it. They’re heavily subsidised campaigns for fitness so, if we had a time – it’s vital relaxation. because their governments realise the sufficiently strong lobby to stress the We’re a long way away from the benefi ts of relaxation. benefits of relaxation, perhaps it might attitude they have in continental We’re a long way away from that be taken seriously, with funding to make Europe. Our neighbours in Germany, kind of facility. Whitley Bay is making it more affordable. We need to get away Austria, Italy, Slovenia, Slovakia all it accessible and moving it away from from this idea of it being a treat. Spa for have long histories of thermal spas being an elitist experience, but more all as well as sport for all! and regard it as an everyday part of operators need to look at ways of life. They see relaxation and wellbeing making it affordable. It’s the expense that kath hudson as one of the things they do. The reinforces the attitude that this is a treat. [email protected]

62 Read Health Club Management online august 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital

sibec report

Katie Start summarises this year’s SIBEC UK keynote presentation, and asks delegates for their thoughts on its ‘partnership’ theme

peaking at SIBEC UK in May, The campaign calls for a coalition of all working together to achieve joint Roger Pontefract, consultant the health and education sectors, the outcomes. For example, a Primary Care S and non-executive director third sector, industry, the media and, of Trust (PCT), the local authority and of NHS Sefton, shared his course, the fitness industry, represented the private fi tness sector could all work thoughts on how a change in central by both buyers and suppliers. together through the LSP to achieve government attitude to tackling the So, if this presents our sector with a agreed targets for increasing the level of problem of an increasingly inactive great opportunity, and if physical activity physical activity of the local population. nation has created a significant growth and health are now huge priorities at a These organised groups work together opportunity for our sector. national and local level, how can we best to produce Sustainable Community The fi nancial implications of the exploit this in the context of changes Strategies (SCSs) which defi ne the nation’s inactivity, identifi ed in the taking place in the public sector? In economic, social, environmental and Wanless Report of 2006, jolted the recent years, there has been a major health needs of the area. Local Area government into developing an ‘invest to shift from a silo mentality towards Agreements (LAAs) then set targets save’ strategy based on the principle that partnership working, not just between for meeting priority needs, and the new prevention is better than cure. public sector organisations but also method of assessing performance from The scale of the problem we face between public and private sectors. 2009 will be the Comprehensive Area is being matched by the industrial- Assessment (CAA), which will judge how scale resource needed to tackle it. In eyeing the opportunity well all partners work together to meet launching the Change4Life campaign, the What we’re now seeing are Local the needs of a community. government has highlighted the need Strategic Partnerships (LSPs) made up of The current economic crisis means for a lifestyle revolution, encouraging us key stakeholders from the public, private, budgets are likely to be squeezed all to ‘eat well, move more, live longer’. voluntary and community sectors hard from 2010/2011; outcome-based accountability will become increasingly important in a climate which demands Win:win Fitter that every pound of expenditure is people mean less justifi ed. Public sector resources will bills for the NHS increasingly be directed into areas that can demonstrate value for money, and/ or achieve strategic outcomes. promoting the benefits Evidence supporting the health benefi t of physical activity is clear. Promoting the benefi ts of physical activity and delivering services that encourage, advise and deliver leisure in the community will be key to the

©ISTOCKPHOTO.COM/MAXIM BOLOTNIKOV improvement of health and the narrowing of health inequalities. This is before we even start to explore the equally attractive social and economic opportunities. The door is now open for the fi tness industry to make its case and play its part in the delivery of the government’s health agenda. We ask SIBEC delegates for their thoughts on how to go about this.

katie start [email protected]

64 Read Health Club Management online august 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital Getting active Industry bodies must work together to get the nation out from behind the computer

JOHN OXLEY, md cls

trategic thinking in our sector “Sneeds to shift more towards how we can impact the public health agenda. Instead of focusing on serving niche populations, we need to focus on engagement with other local partners to encourage participation from whole communities. Only by doing this can we hope to make a significant contribution to the achievement of the government agenda. “In our Chorley contract, we’ve worked closely with the police on an activity initiative which has led to a reduction in local youth crime and disorder. We’re also working with the local PCT to deliver cardiac rehabilitation programmes. “Another initiative brings together local partners to stage the fi rst Active Nation Kids Triathlon. Based on a successful model in New Zealand, this programme is designed to engage young people in a participative and non-competitive way. If we can get young people enjoying sport, they’re more likely to remain active into adulthood.” SARAH WATTS, md ©ISTOCKPHOTO.COM/FERRAN TRAITE SOLER ©ISTOCKPHOTO.COM/FERRAN alliance leisure

ROGER ELDERGILL, head of sales north matrix fitness systems artnerships enable local “P authorities and trusts to work alongside established companies, f our industry is to become a “In my experience, working with such as ours, which help them assess “I significant, credible partner in the government agencies can mean their offering, put together a solid delivery of the government’s physical fi ghting your way through many business strategy and react to meet activity and health agenda, we need to layers of red tape, often without a government requirements – all of ensure that we have the expertise and satisfactory outcome. which result in better facilities and the resource to make a significant “Operators and suppliers need services for the local community. difference. We must also think beyond organisations such as the FIA, sporta “It’s crucial that both the the physical walls of our facilities and and CLOA to lead the way. Events community and the facility benefi t, start to explore more widely how we like SIBEC also create excellent and that any development offers can help to deliver and implement opportunities to network, compare commercial viability and a lasting community initiatives that influence notes and discuss how to get involved solution. Investing in, and building, behavioural change in large populations. with fellow industry advocates.” long-term partnerships is key.”

august 2009 © cybertrek 2009 Read Health Club Management online 65 healthclubmanagement.co.uk/digital supplier profi le arie van winkelhof

The MD of gym80 International talks to Kate Cracknell about quality over quantity, going against the flow, and developing innovative products through strategic partnerships Good vibrations The enforbike, launched at FIBO this year, is said to be the world’s first impulse training bike

When was the How has the company provide equipment that nobody else company founded? evolved over the years? can offer. But ultimately the goal is to The company was set up in 1980 in Essen, It started out as a strength training have a gym80-designed and built cardio Germany, by Walter Herden and Peter equipment company, very body building line with SCIFIT cardio know-how Förster. In 1976, Herden had started to and muscle-orientated, and that’s incorporated – the ‘Intel Inside’ sort build strength equipment for his own still one area of our product offering. of approach. In fact, we already have personal use – he was a passionate However, Sonja started to look at the frame construction for the fi rst strength trainer and knew bodybuilder the company in a more holistic way. product, so that may even be launched Ralph Moeller, who was friends with When I joined, we started working on by the end of this year. Arnold Schwarzenegger. Both We’re not going to say that all men thought Herden’s kit was of a sudden we’re the experts in fantastic, and encouraged him COMPANY BY NUMBERS cardiovascular equipment, but we to develop the business. are the experts in manufacturing. In 1990, Herden sold the Head office – Gelsenkirchen, Germany The gym80 cardio line will be a company to Wolfgang Tillmann. Other offices – UK (wholly owned), plus premium product, and should be Tillmann’s daughter, Sonja distributors in 42 other countries including Europe, different from what’s already out Stromberg, became owner of Middle East, Korea, Japan and New Zealand in the market, because we won’t the company in 1997, although Number of employees – More than 100 directly get into a quantitative business. Tillmann kept running the employed by gym80 company until Sonja took over in What’s the company 2003. When I joined in January philosophy? 2005, I’d been in the industry for 30 strategic partnership concepts with Our business, as I say, is about quality, years, most recently 14 years with Life companies that shared our values and not quantity. We don’t try and sell Fitness. I’d known Tillmann for a long vision – small, family-owned businesses, customers as much as we can: we time and I got to know Sonja better: so short lines of communication, able sell them what’s right for them. And we’re now a family with a three-year- to move fast. By combining the expert the quality of our equipment means old son. I also work for her – she’s my knowledge of a number of companies it lasts for years and barely needs boss and owner of the company – and I in this way, we’re able to put a very servicing. And a lot of customers manage the company together with Simal broad product offering on the table – agree that, if you blindfold somebody, Yilmaz, who’s in charge of production. our strength products, but also cardio there’s a good chance they’ll recognise and technology, for example – which a piece of gym80 equipment. It’s the can be tailored to customers’ needs. feel – it’s like driving a Porsche. We made an active decision to One of our main missions is to grow continue as a family-run business, the pie, even as a small company like manufacturing in Germany. We gym80. I think that’s what everybody in know we won’t be the biggest in this industry should do – not necessarily the world, but we want to be the try to take away business from others best at what we do. We already but try and generate additional business, have an excellent reputation in so the whole industry grows and strength equipment and, through our attracts new people. partnerships, we want to develop new equipment that will allow us to become Which sectors do Partnership The enforbike with its a leader in other areas too. you operate in? inventor Dieter Quarz – gym80 works At the moment, for example, we We categorise our markets as fitness, with inventors to develop new products work with partners like SCIFIT to medical and high performance.

66 Read Health Club Management online august 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital WHO’S WHO? Strong heritage (above) gym80’s background is in strength training; its SYGNUM range includes medically- Sonja Stromberg – owner accredited products (right) Arie van Winkelhof – group MD Simal Yilmaz – production managing director long jumpers, footballers and so on, Colin Carter – UK MD which we’ve developed in conjunction with the inventors/professional trainers. We can also sell sports clubs other I think fitness speaks for itself. For relevant pieces from our product range. the medical market, we have a qualified physiotherapist who works Which countries do for us, as well as a number of other you operate in? external consultants. And we’ve Our business is 50 per cent in reached a stage where all of our Germany at the moment, 30 per medical products are MPG certifiable cent in the rest of the EU – especially – a certification standard here in Scandinavia, Switzerland, Austria, Germany for all medical equipment. Benelux – and 20 per cent outside High performance is new for us, with the EU, such as Russia, India, Korea, specialist pieces of equipment to train the Middle East, occasionally China. august 2009 © cybertrek 2009 Read Health Club Management online 67 healthclubmanagement.co.uk/digital supplier profi le

In your element BodySense is a new product concept based on the use of the natural elements to optimise muscle performance

What are your plans for the UK? I see good potential for gym80 in the UK, especially in the private sector, in clubs looking for a high quality alternative, the public sector and higher education. I know the UK market, and we’ve been able to hire a very qualified professional in the form of Colin Carter as UK MD. We’re geographically close to London. We have the strategic partnership with SCIFIT in the UK, who also provide the after-sales service for us – although, What are your most recent a screen in the pod projecting the as I say, our equipment really doesn’t product innovations? right sounds and visuals to encourage need much in the way of servicing. We One of the biggest things for me optimum performance on that piece know what the market’s asking for is BodySense®, which I think is a of kit. The concept could also be used through Colin, and he really believes in product that will eventually allow without equipment, for example creating our products. There’s great chemistry. us to appeal to a population that’s a room where you do a BodySense never ever entered a fitness club. programme – a series of movements What will be your USP Jürgen Woldt is the scientist who’s that replace weight equipment – or even in the UK? developed the concept and he’s been yoga, with the right elements projected I think we want to be the alternative. working on it since 1981. He observed onto the screen at the right time. There are the obvious players that try people working out and was interested We have a system with fi ve pieces of and beat each other every day; we’d like by the fact that one day you’re able to equipment, based on the fi ve elements, to remain outside that main battlefield, lift 50 kilos, the next only 30. Why was and another system of twelve pieces, coming in with fresh ideas and unique that? He became interested in the way which also takes into account the products, as well as offering a business muscles behaved during movement, and meridians as a way of linking to the relationship where the customer can put what kind of effects could be applied to organs as well as the muscle groups. in some of their individual requirements. the muscle to make it move smoothly. The medical market has responded That’s where I think we’re very well to this in Germany, uniquely positioned. and it’s a product I treat We’re a company with ARIE VAN WINKELHOF FAVOURITES with a lot of respect. It’s people, with faces – we’re not something I want touchable. We’re not Book – The Firm, by John Grisham to sell to everyone – necessarily driven by Film – The Firm just to customers who stock market pricing or Music – Blues, techno, rock understand it, who respect shareholder value, but Workout – boxing the knowledge that’s by customer value. We Place – The beach been gathered, and who don’t have a sale at the Food – Indonesian appreciate its ability to draw end of each month or Best piece of advice – Believe in yourself in non-gym goers. each quarter. We don’t go where everybody What are your else goes, with all the discounting that This concept sounds incredible but, plans now? entails – why have a list price if you once you look into the science, you see We have a strategic plan mapped out to can give an 80 per cent discount on it? it’s sound. Woldt combined traditional 2015, but it’s not in the drawer. It’s on With us, what you see is what you get. Chinese medicine, allocating visuals, the table and we adjust it daily. We have sounds and smells of the fi ve natural priorities – optimisation of what we have What’s the focus of elements to different muscle groups. He in terms of product, market segments your R&D? found out, for example, that the colour and so on, plus growth and risk We’ll continue to improve our strength red or the element fi re has an effect on management – but in the end, we know offering, always being alert to new the quads, while the colour yellow has an where we do and don’t want to go. We product possibilities. On the cardio effect on the pectorals. He works with know what we can and can’t do. And side, our job is to do the design you with a colour – with the element it’s about being an interesting, different, and frame structure work here in – and you feel the difference in the fun team of people who make good Gelsenkirchen. And on the software performance of relevant muscle groups. equipment and offer functional solutions. side, our job is to continually provide BodySense is based on this concept. feedback to the group of developers We have a series of pods with a piece kate cracknell working on the next modules. of resistance equipment in each, and [email protected]

68 Read Health Club Management online august 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital Our 03005 Radial Glutaeus Machine. Just one of our high-quality for example: the holistic BodySense® concept for emotional fi tness. “Made in Germany” products. As one of the leading full-service Whatever your requirement or budget is, we can fi nd the right providers for the fi tness, wellness and medical products industry, concept for you. We will be pleased to provide you with detailed as well as the very best quality, we also offer you a modern training advice about our products or gym ideas, as well as fi nance options. approach, an exemplary training sensation and tailored solutions – Give us a call on: gym80 UK Ltd. 01344 300166.

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01625 500000 COPYRIGHT NOTICE www.promotions81.com To subscribe to Health Club Management, log on to www.leisuresubs.com, email: [email protected], tel +44 (0)1462 471915, fax +44 (0)1462 433909. Annual subscription rates: UK £41, Europe £52, rest of world £73 and students UK £20. Health Club Management is published 11 times a year by The Leisure Media Company Limited, Portmill House, Portmill Lane, Hitchin, Herts, SG5 1DJ, UK, To book your and is distributed in the USA by SPP, 75 Aberdeen Road, Emigsville, PA 17318- 0437. Periodicals postage paid @ Manchester, PA. POSTMASTER Send US address advert call changes to Health Club Management, c/o PO Box 437, Emigsville, PA 17318-0437. The views expressed in print are those of the author and do not necessarily represent Jan +44 (0)1462 471909 those of the publisher The Leisure Media Company Limited. All rights reserved. Tessa +44 (0)1462 471903 No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by means, electronic, mechanical, photocopying, John +44 (0)1582 607970 recorded or otherwise without the prior permission of the copyright holder. Printed Nadeem +44 (0)1462 471902 by Warners Midland. Julie +44 (0)1462 471919 © Cybertrek Ltd 2009 ISSN 1361/351 edited by katie barnes. email: [email protected]

HEALTH lightweights CLUB SPA

PINT-SIZED PAMPERING FOR PUB CHAIN

The UK-based Merchant Inns pub company has announced details range, which has recently relaunched in the UK. An extensive of a new spa concept called Pint-Sized Pampering. line of spa treatments will be offered, including an Organic Based around the launch of The Spa Treatment Rooms at the Radiance Facial, a Full Body Hot Stone Massage, a Men’s Muscle group’s The Lambert Arms pub in the Chilterns near Oxford, Manipulator, and a Radiance Eye Treatment. spa treatments will be offered as part of an overnight break. The pub, originally a coaching inn, dates back to Victorian Therapies will use the French Ella Baché professional skincare times. Food is overseen by Michelin-starred chef Rob Clayton.

COFFEE-INSPIRED A new spa called Kuö has opened in a Marriott property in Costa Rica, SPA OPENS IN Central America. The property is surrounded by COSTA RICA coffee plantations and the signature spa treatment incorporates the Costa Rica Coffee Scrub. Other therapies on offer will use mineral waters, mud, algae, herbal extracts and essential oils. When absorbed into the skin, coffee is said to help speed up the metabolism, while it’s also claimed that caffeine can be used in the SPARKLING STEAMROOM treatment of cellulite. Coffee also contains anti-oxidants and can be IN SWITZERLAND used to help with alertness.

©ISTOCKPHOTO.COM The Grand Resort Bad Ragaz, a thermal spa retreat in Switzerland, has injected a shot of glamour to the standard steamroom offering: curries help beat stress in the uk a touch of frosting that might have been enough to tempt Audrey away from Tiffany’s. UK spas wanting to add a touch of calm endorphin-releasing red chilli peppers For the fi rst time, the glittering gems from to their food offering may want to add and serotonin-rich vegetables such as iconic crystal-makers Swarovski adorn a curry to their menus. tomatoes. Eighty-four per cent of study steamroom – a new thermal facility located Research carried out by UK online participants said the fact that they didn’t within the To B Wellbeing & Spa, a recently takeaway portal, Just-Eat.co.uk, found have to cook the food was a major refurbished pampering spa at Bad Ragaz. that 92 per cent of Britons say they feel factor in improving their mood. More than 300 individual crystals have been ‘happier’ after eating a takeaway. The Just-Eat meal experts said the top- added to the walls, where they twinkle poll focused on 1,185 people. fi ve mood-improving curries (based on under lights which gradually change colour Takeaways such as vindaloo, cooking methods and ingredients) are throughout the day to create different madras and Thai curry are believed chicken/beef madras, vindaloo, Thai red therapeutic atmospheres. to relieve stress as they incorporate curry, pasanda and jalfrezi.

74 Read Health Club Management online august 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital feeling the crunch?

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