Health Club Management March 2011

healthwww.healthclubmanagement.co.uk club management MARCH 2011 MEL B The former Spice Girl on inspiring the world to ﬁ tness

INTERVIEW TONY DE LEEDE The industry veteran on his ON YOUR latest venture, MARKS… Fit n Fast Turning running into revenue ﬁ tness testing EVERYONE’S TALKING ABOUT... Should this be an ongoing process? Personal training

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Hotel Management Health & Fitness Spa, Wellness and Beauty Meetings & Incentives editor’s letter

Subscriptions Denise Gildea seize the day +44 (0)1462 471930 Circulation Manager Michael Emmerson Political, social and economic changes are presenting the health +44 (0)1462 471932 and fitness industry with a new set of challenges – not only how Editor to address issues such as obesity and an ageing population, but Kate Cracknell also the broader question of how to align ourselves more closely +44 (0)1462 471906 with both the medical sector and governmental agendas. But with Editorial Director all of these challenges comes huge opportunity. Liz Terry The latest opportunity comes in the shape of the new +44 (0)1462 431385 Department of Health-led Responsibility Deal (see p18). The government is working hand-in-hand Assistant Editors with the fitness industry on this initiative, which is designed to drive the nation towards a more active Jo Talbot lifestyle; the fitness sector as a whole will asked to sign up to pledges that could lead to a much more +44 (0)1462 471906 diverse membership base coming into our facilities. This will require a broadening of our skillsets to FRONT COVER: WWW. ISTOCKPHOTO.COM / © STÍGUR KARLSSON Katie Barnes encompass more specialist knowledge, enabling us to cater for people with more medicalised needs, +44 (0)1462 471925 and fits in well with the advances already being made towards co-operation with the medical sector. News Editor Experts have suggested that ‘now is the time’ for our industry. At the EHFA EU Associations Forum in Tom Walker November, for example, professor Alfonso Jiménez, chair of the EHFA Standards Council, stressed that, +44 (0)1462 471934 if we want to live up to our full potential – co- News Desk If our sector wants to live operating with the medical sector, acting as a Pete Hayman government delivery partner and providing a +44 (0)1462 471938 up to its full potential, we hub for healthcare in the broader community Martin Nash have to act right now, – we have to act right now, before the +44 (0)1462 471933 opportunity disappears. If we don’t take this Designers before the opportunity – chance, he warned, the door that’s currently Andy Bundy the door that’s currently been left tantalisingly ajar by both government +44 (0)1462 471924 and the medical sector will be closed forever. Ed Gallagher been left ajar for us by We have to act now, and act credibly. +44 (0)1905 20198 government and the Staff training will be vital to this, so perhaps Claire Toplis medical sector – disappears now is also the time to re-assess our priorities. +44 (0)1462 471910 Should we be setting aside more budget to Website Team prepare staff to deliver on these opportunities? Dean Fox The recent proliferation of Level 4 courses – in mental health, for example (see p36), and cardiac +44 (0)1462 471900 rehab (see p48) – will begin to give us the tools we need to prepare our workforce. And yet training Emma Harris remains some way down the list of many operators’ priorities. Indeed, in the Working in Fitness 2010 +44 (0)1462 471921 survey, only a quarter of all training was reported as being fully paid-for by employers. The total amount Tim Nash of training undertaken in the previous 12 months had also declined to an average of five days per worker. +44 (0)1462 471917 Reluctance to invest in training is understandable given that staff could walk out of the door at any Michael Paramore moment, taking their skills with them; the fitness industry workforce is admittedly a transient one. +44 (0)1462 471926 However, could that vicious circle – don’t invest, because it’s potentially money lost – be turned into Publisher a virtuous one? It would be a particularly brave decision in these tough economic times, but there’s Jan Williams surely a huge commercial opportunity for those operators willing to think longer term and invest in +44 (0)1462 471909 their people. By enhancing our in-house skillset, we will be able to cater effectively for the currently Sales inactive masses who may be driven our way by today’s new opportunities; new membership revenue John Challinor will be there for the taking, but only if our staff are truly able to deal with the increasingly specialist +44 (0)1582 607970 needs of a diversified membership base. Sarah Gibbs +44 (0)1462 471908 Astrid Ros Kate Cracknell, editor +44 (0)1462 471911 [email protected] Stephanie Rogers +44 (0)1462 471903 Julie Badrick +44 (0)1462 471919 Financial Controller Sue Davis +44 (0)1395 519398 Financial Administrator Denise Gildea +44 (0)1462 471930 NEWS AND JOBS UPDATED DAILY ON THE INTERNET leisureopportunities.co.uk Credit Controller CONTACT US The Leisure Media Company Ltd, Portmill House, Portmill Lane, Hitchin, Hertfordshire SG5 1DJ UK Rebekah Scott +44 (0)1462 733477 SUBS Tel: +44 (0)1462 471915 Fax: +44 (0)1462 433909 © Cybertrek Ltd 2011

march 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 3 welcome to HEALTH CLUB MANAGEMENT

Tony de Leede on getting ﬁ t, fast p26 Why do so many PTs drop out? p50

contents

03 editor’s letter If our sector wants to live up to its full potential, we have to act now, before the opportunity disappears, says Kate Cracknell

06 letters Graduates and non-graduates both have a role to play in health clubs, says Lifetime’s Nigel Wallace

08 news round-up Plans for the fi rst H2 ‘commuter club’ in London, and Fitness First’s £1m Spitalfi elds club is unveiled Denmark’s fi rst budget chain p32

14 international news 21 competitive edge 36 beyond the physical Women-only franchises target India Take part in a new hiking challenge to With one in four people experiencing and Equinox launches Blink Fitness raise money for soldiers, sign up for a mental health condition at some the London Triathlon, or kayak Brazil point in their life, we look at options 16 people news for operators wanting to implement Frank van de Ven appointed as vice 23 diary dates an inclusive mental health policy president of Life Fitness, and the BOA April sees FitPro’s Spring fi nalises its sports engagement team Convention and FIBO 39 healing hands Clinical pilates is the practice of 18 fi a update 24 everyone’s talking about... pilates specifi cally for the purposes An update on the Responsibility personal training of rehabilitation. We look at how it’s Deal’s Physical Activity Network Was Planet Fitness in the US right being incorporated into health clubs to scrap personal training? 44 fi nger on the pulse 26 interview tony de leede Should fi tness testing be a more The former CEO of Fitness First ongoing process in our gyms – and Australia talks to Kate Cracknell if so, how can we go about this? We about his latest venture – 30-minute ask our panel of experts for their budget concept Fit n Fast thoughts and advice

32 new opening 47 reaping rewards? fresh fi tness New research shows that offering Jo Talbot talks to the founders of a fi nancial incentive can encourage Denmark’s fi rst budget health chain people to lose weight – but possibly Keeping tabs p44 about their exciting joint venture not in the long term

4 Read Health Club Management online at healthclubmanagement.co.uk/digital march 2011 © cybertrek 2011 MARCH

Setting standards p58

Health Club Management is the FIA’s Public Affairs Media Partner

reader services

Mel B on getting active p56 A boom in remanufacturing? p53 digital turning pages magazine 48 q&a hugh bethell 58 up to scratch See Health Club Management online Dr Hugh Bethell runs the Basingstoke Can signing up to industry standards healthclubmanagement.co.uk/digital and Alton Cardiac Rehab Centre, improve your business? which helps heart disease patients news & jobs return to a full and active life 61 on your marks For jobs and news visit the Health Are operators maximising the Club Management website at 50 reality check revenue potential of running in healthclubmanagement.co.uk The reality of being a personal trainer their facilities? We look at ways of often fails to live up to the dreams. incorporating running technique attention buyers! Kath Hudson looks at why so many training into your offering Use our search engine to find drop out, and how to stem the tide suppliers and get innovation updates 64 ﬁ tness-kit.net fitness-kit.net 53 old for new protein drinks We talk to refurbished and New launches from Ultralife, subscribe: remanufactured equipment suppliers Weider, Multipower and more Sign up for Health Club Management to see what impact the recession has at leisuresubs.com, or call: had on their business, and on the 67 supplier showcase +44 (0)1462 471915 type of deals they’re being awarded What sort of deals are happening in the market at the moment? We buyers’ guide: 56 it needn’t be scary showcase three projects For suppliers of Former Spice Girl Mel B – aka Scary products and services Spice – talks to Kate Cracknell about 75 lightweights in the health club a passion for ﬁ tness, encouraging A marathon with stops for wine and spa markets, people to be active, and heading up tasting, favourite swim spots revealed turn to p70 International Fitness Week and a good reason to like Marmite march 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 5 MARCH 11 LETTERS write to reply MARCH 2011

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

ﬁ tness staff are key to driving revenues Our latest research is particularly relevant to the debate on pay structures (HCM Jan 11, p30): we’ve found that fitness staff can generate up to 600 per cent more income per member than the actions of sales people alone. Most businesses focus on selling memberships, assuming that each sale is income-generating. However, in most cases the minimum guaranteed income is just one month (assuming no contract); a range of other factors, not involving sales people, then determine how many more months a member will pay for, their level of secondary spend and how many referrals they will make. All this increases the total yield from each member and thereby the financial success of the club. In our study, if members received one interaction from fitness staff during their membership, their average length of stay increased to 9.9 months – this compared to four months among those receiving Apprentices – such as those on the TAG scheme – focus on customers’ needs no interaction after the initial sale. Based on a monthly membership of £35, that’s a net additional income of £206.50 that it’s the vocational skills can be attributed to fitness staff. Four interactions leads to an even greater that count in our sector length of stay: 27.3 months and net additional income of £815.50. This figure I was interested to read the article on experience, those who have taken the grows exponentially when you include the ‘Hiring graduates’ (HCM Nov/Dec 10, vocational training route are typically very impact of secondary spend and referrals. p26). As a provider of government- strong in this area. Simply having a Level 2 justin mendleton funded apprenticeships, we believe fitness instructor qualification, an essential sales director, the retention people members’ gym floor experience can be pre-requisite for gym employment, will optimised, operationally and financially, not retain or attract members, nor by blending graduates and non-graduates. guarantee better customer service. While sport science graduates Naturally our industry will benefit undoubtedly arrive with a high level of from attracting high academic achievers, technical knowledge, which will prove but we may be over-investing without extremely important as we align with optimising our return. The sector the health sector, apprentices bring needs to attract and retain people ‘soft skills’ valued by many gym-goers. who can integrate well with others. Graduates often enter the workplace The government is backing vocational expecting their technical skills to be in training and our industry should embrace constant demand; apprentices focus on apprenticeships as a feeder to building serving the customer’s needs, whether enduring gym teams, as we strive to or not there is a technical demand. achieve higher standards of instruction Eighty per cent of gym members look and customer service for our users. for motivation and reassurance as they nigel wallace Member interaction with ﬁ tness strive to achieve fitness goals. In our director of training, lifetime staff can dramatically boost revenue

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in brief... fi fth club for france’s fi tlane FITLane opened its fi fth club at the end Training Zone. There is also a large fi tness fi rst india plans of January, on the French Riviera in group exercise studio, a group cycling Fitness First has announced plans to Cannes La Bocca. studio, sauna and changing rooms. All grow its Indian portfolio to 50 clubs The club offers 1,500sq m of fi tness, members are on direct debit, paying an over the next fi ve years. encompassing a large cardio area, three average monthly fee of 50. Since arriving in India in 2008, strength lines, cable training zone, free The new site is equipped primarily the company has opened four clubs weights and a multi-functional Personal by Star Trac, including the HumanSport – in Delhi, Gurgaon, Mumbai and range of cable equipment, a full cardio Bangalore. More rapid expansion is line and Spinner bikes. Strength now reported to be on the radar. equipment comprises a mix of Star MD of Fitness First India, Vikram Trac’s Impact, Inspiration and Instinct Aditya Bhatia, explains: “Unlike the lines, as well as some specialist European market, the current size equipment from Leisure Lines. of the health club segment in India is This latest club, located on the main small and disorganised. It therefore artery into Cannes, takes the FITLane offers us huge growth potential.” group of clubs up to 8,000sq m of fi tness The company is reported to be provision in the Nice / Cannes area, with looking for “strong partners” able to more than 14,000 members. support its expansion plans via real FITLane in Cannes La Bocca features FITLane is now in discussions to open estate, local operational experience primarily Star Trac equipment two more facilities in the Nice area. and management support. vivafit’s spanish franchise anytime’s australian expansion Vivafi t has opened its fi rst franchise site in Spain, in the town of Lepe, Anytime Fitness has opened its latest near Huelva. club in Australia, in the town of Dubbo, The third Vivafi t location in Spain, New South Wales. the Lepe club is owned by franchisee Owned by Mark and Jenny Jones, the and businessman Florencio André. 308sq m club follows Anytime’s no-frills, It was already at break-even when convenience-based model, in that there it opened last month, with 232 are no pools, sauna or steamroom – just memberships sold during pre-sale. high-quality gym facilities open 24 hours The previous two sites in Spain a day, 365 days of the year. – located in Madrid and Badajoz – The club has been equipped by Avanti are owned by Vivafi t. Fitness, Precor’s distribution partner in Australia, and offers Precor CV and dir offers yoga retreat resistance equipment, as well as the Barcelona-based health club Cardio Theater entertainment system. operator DiR has launched a new Anytime Fitness plans to open 300+ yoga retreat off the back of the clubs in Australia and New Zealand The Anytime Fitness franchise success of its yoga studio, YogaONE, over the next fi ve years. continues to roll out in Australia which opened last year. Open to members and non- members, the fi rst week-long talwalkars: budget roll-out across india retreat will take place in the Balearic island of Formentera Mirroring the growth of the low-cost last year, closely followed by a second in May. Aiming to build on the sector in the UK, Indian operator site in Jaipur, Rajasthan. Facilities at both experience of existing DiR yoga Talwalkars Better Value Fitness Limited sites include Precor CV equipment members, as well as introducing has expanded into the affordable fi tness plus personal trainers, dietitians and a newcomers to the benefi ts of sector with a new budget offering. nutrition centre. The sites are aimed the discipline, guests will enjoy The new Talwalkars HiFi (Healthy at local people, with membership fees four hours of yoga each day, India, Fit India) concept provides the refl ecting local living costs and salaries. including Vinyassa, Pranayama and same premium fi tness equipment Talwalkars has aggressive expansion meditations sessions. that members would expect from plans, aiming to open HiFi fi tness clubs Provided this initial project is a full-size club, but within a smaller, throughout the emerging cities of India. a success, DiR plans to roll out more affordable offering. The company currently has more the concept and offer further The fi rst Talwalkars HiFi fi tness than 76 gyms across 39 cities, with retreats in the future. centre opened in Rajkot, Gujarat, late more than 100,000 members.

14 Read Health Club Management online at healthclubmanagement.co.uk/digital march 2011 © cybertrek 2011 news and jobs updated daily on www.healthclubmanagement.co.uk edited by kate cracknell email: [email protected]

Curves now has two clubs in India and has plans for several hundred more women-only franchises for india The Indian market is being targeted by Meanwhile Vivafi t last month opened a two international women-only fi tness 250sq m club in the Mega Mall shopping franchises: US-based Curves and centre in Gurgaon, 20km from Delhi. Portuguese operation Vivafi t. The new club – Vivafi t’s fi rst in India Owned by Q-Mart Retail Ventures, – offers a hydraulic circuit gym using which holds the franchise for the state of Vivafi t equipment imported from Andhra Pradesh, the Curves site opened Portugal. There’s also a group exercise in Hyderabad at the end of January. studio for Body Vive, Body Balance The 256sq m club offers the full and pilates classes, changing rooms and Curves-manufactured circuit, including showers. Membership of the club costs stretch stations, with women aged 25 to 1,800 rupees a month ( 26). 55 the main target market. The Mega Mall facility is owned by There are now two Curves clubs in master franchisee Manisha Ahlawat. India – one in Hyderabad and one in Vivafi t now plans to open 100 clubs in Mumbai. Plans are for several hundred the Delhi region, starting at the end of new clubs to be rolled out over the 2011, and then aims to expand to other next couple of years. regions from 2013. equinox launches budget clubs Top-end US operator Equinox has The new clubs offer the same top- entered the no-frills market with the of-the-range Precor and Life Fitness opening of its fi rst budget clubs, under cardio and strength equipment as at the brand name Blink Fitness. Equinox. There are also stretching areas, Charging just US$20 a month, Blink plus functional zones featuring Pavigym Fitness launched in January with three fl ooring, including elements such as locations in the New York area: New ladder drills and hopscotch. The clubs Jersey, Westchester and Manhattan. do not, however, offer group fi tness “After the recession hit, we started to classes or personal training. look at places like Planet Fitness and saw Blink targets non gym-goers, who an opportunity for us to enter this space might not be willing to pay the usual with a creative expression of what fast, high membership fees, and those fun and affordable fi tness can look like,” wanting a convenient workout option to says Dos Condon, Blink’s vice president. complement existing exercise routines. march 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 15 PEOPLE NEWS

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march 2011 © cybertrek 2011 3\YY\db`\[SNPRO\\X FIA UPDATE NEWS A responsible approach

red Turok, chair of the FIA, has F been invited to co-chair the The FIA has taken on a leading role in a Physical Activity Network in the new Department of Health initiative: ‘A new government initiative. David Stalker, Responsibility Deal for Public Health’. the FIA’s executive director, reports The Responsibility Deal is an understanding between government and business built on shared social responsibility. Turok is co-chairing this network alongside the Minister of State for Health, Simon Burns MP, and will report into a board chaired by Andrew Lansley, the Secretary of State for Health. The FIA thereby forms half of the Secretariat team driving the network forward, working in partnership with members of the Department of Health (DH) physical activity team. The Responsibility Deal board also includes representatives from organisations such as Unilever UK & Ireland, Diabetes UK, Tesco, Sainsbury’s, ASDA, the Local Government Association and The Co-operative. This provides the industry with a powerful network of potential partners with which to develop opportunities The Responsibility Deal: Encouraging people to get active and eat more healthily to support its members to get ‘more people, more active, more often’. to engage not only organisations from Turok’s ambition over the next 18 within the physical activity sector, but months is to encourage 100 partnership- pledging action also organisations from industries such based projects, delivered through a The core principles of the group include as food, retail and the third sector. Those network of 1,000 partners. These may improving people’s health, promoting and signing up will be recognised publicly be specifi c commitments from major enabling people to adopt a healthier diet, for their efforts to improve the health national charities to raise funds for fostering a culture of responsible and wellbeing of the nation, including a their respective causes through the drinking, encouraging and assisting people presence on an offi cial DH website. promotion of physical activity, through to become more physically active and Leverage lies at the heart of the to professional sporting bodies using actively supporting the UK workforce Responsibility Deal: how can we use the match days to engage people in physical towards leading a healthier life. vehicle it provides to unlock commitments activity. These efforts would combine The initial focus of the Responsibility of responsibility – from the health service, to form a ‘big bang’ – a notable, sizeable Deal is to secure ‘pledges to act’ from local authorities, corporate partners impact on the nation’s activity habits. organisations involved in its networks, and major third sector bodies – for The project is certainly one that is still which focus on fi ve key areas: food, the promotion of physical activity? To in evolution, with an enormous amount alcohol, behaviour change, workplace credibly do this, our industry will need of time, energy and resources going into health and physical activity. While Turok to back up words with action. This will making it a success. From this month, the and the Minister of State for Health head mean demonstrating that we are making a wider FIA membership will be encouraged up the Physical Activity Network, the positive impact, over and above our usual to sign a commitment to delivering on the other networks are led by Dame Carol levels of activity, on public health. Deal and start indicating the actions and Black (workplace wellness), Dr Susan pledges they can make in their local areas. Jebb (food), Jeremy Beadles (alcohol) future focus By elevating physical activity and and Paul Lincoln (behaviour change). While pledges are the initial focus of the our industry up the political and policy In time, FIA members will be asked to Responsibility Deal, the FIA is keen to agenda, we hope to be well placed when sign up to a core set of collective pledges explore how it will develop going the new Public Health Service comes and make commitments of their own. forward. This would involve a permanent into operation, seen as a valuable partner These collective pledges are based on network that seeks a sea-change in by all and recognised for the contribution NICE guidance and have been developed attitudes towards physical activity. we can make to public health.

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22 Read Health Club Management online at healthclubmanagement.co.uk/digital march 2011 © cybertrek 2011 powered by leisurediary.com diary worldwide event listings for leisure professionals

MARCH 25–27 ❘ International Fitness Showcase Venue Winter Gardens, Blackpool, UK Summary Showcases the latest exercise classes, c\`jli\d\[`X along with workshops and lectures, for fi tness instructors and enthusiasts. Web www.chrysalispromotions.com JKL;@F 30 March–2 April ❘ Russian Fitness Festival Venue Olympic Stadium, Moscow @e[ljkip$c\X[è^ Summary The trade show fl oor at FIBO This year’s Russian Fitness Festival will includes live demonstrations include a business conference, fi tness dXib\kè^Xe[ convention, aqua convention, trade ‘Integrations and Innovations: An show, kids’ marathon and Russian open Interdisciplinary Approach to Sport and [\j`êj\im`Z\j fi tness aerobic championship. Exercise Science’. Web www.fitness-convention.ru Web www.bases.org.uk N`k_dfi\k_Xe*'p\XijË ❘ \og\i`\eZ\#c\`jli\d\[`X APRIL 14–17 FIBO 2011 Venue Essen, Germany jkl[`fn`ccnfibn`k_pfl 8–10 ❘ FitPro Summary Spring Convention More than 560 companies – including kfZi\Xk\Y\jgfb\gièk Venue Loughborough University, all the key players – from more than 35 Xe[n\Yjfclk`fejkf Loughborough, Leicestershire, UK countries showcase products, concepts gfn\ipflidXib\kè^ Summary and solutions for the fi tness, wellness Convention aimed at the professional and health industries at this fi tness development of personal trainers, convention. The show comprises a variety ◗ N\Y[\j`ê group exercise instructors and health of distinct areas catering for training club managers. Includes workshops, equipment, products and services, sports ◗ iXg_`Z[\j`ê ❘ 12–13 BASES Student ◗ ;`^`kXcklieè^gX^\j Conference 15–17 ❘ The Yoga Show Venue University of Chester, UK Venue Manchester Central, UK ◗ @dX^\i\kflZ_è^ Summary Summary The British Association of Sport The inaugural Manchester event for the ◗ @ccljkiXk`fe and Exercise Sciences’ forum for Yoga Show. It will feature workshops for undergraduate and postgraduate beginner, intermediate and advanced yoga ◗ 8[m\ik`jè^[\j`ê students. This year’s theme is students, as well as a session for yoga teachers. Lectures on the philosophy of ◗ ;ì\ZkdX`c yoga and a children’s workshop will be on ◗ offer, all for free. There is another show Gièk in London in October. Web www.theyogashow.co.uk C

In a controversial move last December, US franchise Planet Fitness announced that it was scrapping personal training, positioning this lack of PT as its USP. Is this move madness or inspired?

ersonal training at Planet the general sentiment. The company members feel they’re being offered Fitness went out with a bang has decided that PT really does not good service, for example, rather than rather than a whimper in have a place in its gyms, and has now being badgered to spend more money, P December last year, when a said that not offering PT will be its USP. However, by removing the service memo to franchisees, making scathing Grondahl made further infl ammatory altogether, is Planet Fitness depriving comments about personal training, remarks in the New York Times the its members of the choice? If you have a found its way onto the internet. following month, saying that he is not goal to work towards, have the money In the memo, Planet Fitness CEO in the motivation business. “I can’t to spend on PT and – unless someone is Mike Grondahl said that most people keep you motivated for something you watching over you – tend to stop before used the service just to “rent friends” don’t want to do,” he told reporters. the fi nal 10 minutes on the treadmill or and that “for us to be selling personal Grondahl’s opinions and actions last set of squats, then personal training training is a fraud and downright fl y in the face of what the rest of the can be a valuable service. condescending to anyone who can industry is currently thinking and Did Planet Fitness simply fail to breathe.” Although the comments doing, but might his maverick approach strike the right balance? Or is PT a were hyperbolical, and not meant for a inspire other gyms to do to the same? fl awed concept that could be replaced worldwide audience, Planet Fitness has PT does throw up some challenges – with something more effective? We ask confi rmed that Grondahl does stand by ensuring it’s sold in such a way that our panel of experts.

IS PERSONAL TRAINING AN IMPORTANT SERVICE TO OFFER? EMAIL US: [email protected]

michael grondahl nic jarvis PLANETFITNESSsCEO NEWWAVETRAININGsFOUNDER

crapping one-on-one personal think Planet Fitness is wrong – “Straining is absolutely the right “I it has responded to members’ decision for our company and is much distaste of being sold to on a continual more consistent with who we are. basis by dropping the service – but I can The vast majority of our customers understand why PT hasn’t worked for had zero interest in paying US$60 an them. I’ve seen this ‘magnet culture’ hour for someone to show them how before, where a distrust builds up to do sit-ups. Personal training has a between PTs and customers and they culture in clubs of hard sell, which we repel each other. The mistake comes were always uncomfortable with. We sometimes heard reports in the way the service is sold: the PTs see themselves as the from members complaining about clubs trying to upsell them, experts and think they have something the customers need. so by eliminating PT there’s one less headache. To sell personal training successfully, there needs to be a Instead, we’re strengthening the staff-led instructional culture of interaction. This can be built up by PTs chatting to programme. This has always been in place, but we had allowed members and giving them advice for free if it’s a quick fix. By it to get stale. We’re offering more free small group training getting to know members and building trust, the members sessions, making them more interesting and more accessible by themselves start to understand personal training, and whether not requiring sign-up in advance. This has re-invigorated our they need to pay for the service. staff trainers, who are now being asked for advice by members, It’s like a pyramid: the bottom level is general interaction, next which they like. By making some small tweaks, we’ve already is consultation/interaction, then comes selective programming, seen a big surge in the programme’s popularity, so we believe and PT is the top. It must be treated as a peak service, rather than large-scale changes will triple or quadruple the number of a revenue stream, and sold with the right intent: many members people using these sessions. Logic says this could help with are not achieving their goals and PT is a way of helping them do retention: we’re offering fitness training for free.” so. Taking away that service isn’t being customer-centric.” 24 Read Health Club Management online healthclubmanagement.co.uk/digital march 2011 © cybertrek 2011 PICTURE: ISTOCK.COM/©SILVRSHOOTR PICTURE:

Does personal training help members get results and boost retention, or does this sort of upselling put people off? mike hills david stalker THERETENTIONPEOPLEsRETENTIONDIRECTOR FITNESSINDUSTRYASSOCIATIONsEXECUTIVEDIRECTOR

am pleasantly surprised by the n my opinion, most people who “Inews from Planet Fitness: it’s “I have used personal trainers would refreshing to hear the views expressed. agree that they support, or supported, We’ve known for many years that them to achieve their goals through a huge part of improving retention is an effective workout based on sound personal contact with staff, but all too technique and motivation. often this contact is undermined by the Personal training can do two things desire to sell personal training. Our for a club: increase revenue and, if sold consumers are not naïve and will see properly, have a huge effect on retention, through us if they receive personal contact only when we want because we know members stay if they achieve their goals. I can’t something. I would not consider PT to be a retention strategy; think of any clubs where PT is pushed so hard that people are as a paid for service, it will only help the few members who can leaving, but I know of endless clubs that have had great success justify the expense – often already the most committed members. with it, turning around their members’ fitness levels and, in turn, Clubs need to realise that using staff to communicate the club’s bottom line. In fact, many operators in our industry effectively with members brings massive financial rewards in have structured their operations with PT at the heart of things. terms of improved retention, without having to muddy the Each operator plays to its own strengths and USPs, so it’s waters trying to sell PT. If more clubs recognised this, they might the right of Planet Fitness to make a decision that’s best for its concentrate more on getting the most from their staff teams individual business. The small group training sessions sound an rather than focusing so heavily on PT. If managed properly, exciting aspect of its business model – it appears to be bridging there’s room for both: PT can operate alongside this model the gap between personal training and exercise classes by and provide a useful income stream. However, too often it’s making a more intimate, hands-on approach accessible to all introduced at the cost of in-club service and has a negative effect, members. It’s certainly an interesting concept for our industry. distracting management and staff and alienating members.” We will watch this space to see how they take this forward.” march 2011 © cybertrek 2011 Read Health Club Management online healthclubmanagement.co.uk/digital 25 interview

o be successful in “ anything – whether it’s the latest phone, T car or gym chain – there are three words today, and those words are ‘cheaper, better, faster’,” says fitness industry veteran Tony de Leede. “If you can be just one of those things, you will have success. If you can be two – cheaper and faster maybe, or like the iPhone faster and better – then you’ll really make waves.” Talking to de Leede, you get the feeling that ‘faster’ perhaps stands out among those three factors. “In the world we live in today, it’s all about doing things quicker. People are impatient. But the fi tness industry has never addressed head-on the issue of people claiming not to have time to exercise.” Last year, de Leede therefore launched a new health club concept in Australia – Fit n Fast – which immediately brings together at least two of his three key words, namely ‘cheaper’ and ‘faster’. Of course, there are already numerous 30-minute workout concepts in existence, and even more low-cost clubs, but as de Leede explains: “I’ve looked everywhere and everyone’s doing cheap, but no-one’s doing fast at the same time.” Fit n Fast offers membership from A$6.95 a week and is based around the concept of ‘The Quickie’ workout – the notion that you don’t have to exercise for hours to reap rewards. De Leede explains: “A fi tness person will say you should exercise for at least an hour. And if you want to be fi t and strong, if you want to be athletic, you probably do. But most people don’t actually want to be really fi t. They don’t want to run a marathon. They just want to be healthy and live longer. “Eighty-fi ve per cent of people TONY DE LEEDE currently choose to do nothing rather than get really fi t. We believe The serial entrepreneur and former CEO something is better than nothing, so we’ve created a halfway point where of Fitness First Australia talks to Kate you come in and just do 30 minutes two or three times a week. We don’t Cracknell about his latest venture – promise you’ll lose weight or get very fi t. We just say that, by including this in 30-minute budget concept Fit n Fast your life, you will be healthier. “Lowering your resting heart rate can be easily achieved through moderate cardio activity, and your heart is your most important engine. If we can reduce it by 10 beats per minute, then over the next 25 years you’ll save 132.4 million beats of your heart and it will probably keep beating a little longer as a result.”

26 Read Health Club Management online at healthclubmanagement.co.uk/digital march 2011 © cybertrek 2011 STARS AND SAVVIES whole different talk, a different tour, Selling the sizzle: Fit n Fast He continues: “Fit n Fast members who a different orientation.” sites have “a lot of vibe and know what they’re doing can still work Interestingly then, although de energy”, while still being out on their own, but for those who are Leede claims that Fit n Fast is a model comfortable for new exercisers new to exercise – and about 50 per cent where service has been cut out, in fact of our members fall into that category – members get a very respectable level we deliver pre-packaged, supervised of attention even within their budget 30-minute sessions. We have the membership fee: initial orientation “In our clubs, what you’re paying Quickie Express, the Quickie Circuit, where required, plus Quickie Circuits for is right of entry. You may get an the Quickie Cycle, and we’ve just and Quickie Cycle classes (30-minute induction upfront, but don’t expect to introduced Quickie Boxing. group cycling sessions) run at set times get continuous instruction included in “With new exercisers, although they throughout the day and supervised by the membership. We don’t have an army claim not to have time, often it’s simply an instructor. Personal training and of instructors on the gym fl oor. That’s that they’re intimidated. All members are small group training sessions, such as the reason why a lot of clubs fail: their not created equal. There are millions of boxing, cost extra. staffi ng costs are too high. In my mind, people out there who’ve never exercised, However, de Leede insists: “I think if you want specifi c instruction – if you or who maybe joined a gym 10 years the whole concept of selling high service want personalised service – you pay for ago and went three times before leaving. is a bit misplaced. If people drop out, it. And I think that’s where our industry We’re very focused on these people, everybody says we need to service has gone off the tracks a bit.” and we call them our ‘Star’ members. better. But I don’t know what service We’re recruiting older instructors and equates to. Is it a smiling receptionist? WORD OF MOUTH delivering exercise in bite-sized pieces Because one day they’ll smile and the Basic membership at Fit n Fast costs to try and get these people comfortable. next day they won’t. I think actually what A$6.95 a week, or A$9.95 including That’s really the key. people want is convenience and value. extras such as reciprocal membership, “Our other members – the “I use the analogy of a ski resort. You food and beverage discounts, and a free experienced gym-goers – we call ‘Savvy’ pay for access to the slopes and then guest pass for every visit. There’s also a members. For them, the choice is simply you have three choices: either your quarterly ‘membership upkeep fee’ of ‘which product do I buy?’ But for a Star, friend teaches you how to ski, or you A$9.95, which guarantees the member’s the decision is: ‘Do I actually buy this pay for a private lesson, or you pay for dues will never increase. product or service, or do I go back to a group lesson. Just because you paid Around 60 per cent of members sign sitting in front of the TV?’ When we to get on the mountain, doesn’t mean up to the higher priced package, with identify that someone’s a Star, they get a you’re entitled to free instruction. the free guest passes the key driver.

march 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 27 interview

“For most Star members, it’s the most exciting thing they’ve done for a very long time. So what do you think they talk about to their other Star friends? Savvy people don’t even mention it – joining a new club is like moving to another town and fi nding the next supermarket. But for Star people it’s a huge deal, and being able to bring a guest for free is very appealing. They want to share it with their friends. We’re getting 100, even 150 guests a day at each club. That’s a challenge in itself, but it’s also our new business feed – we don’t have to market aggressively.” However, in spite of the low fees, the quality of the offering is high, with top- end equipment. It’s also packaged in an appealing way. “I believe you have to sell the sizzle, not the steak,” says de Leede. “When you go to a restaurant, you take in the sights and sounds and smells and make High quality, low cost: In spite growing rapidly to encompass retail a decision about eating there before you of being a budget operation, stores among a portfolio of properties actually taste the food. They have to sell Fit n Fast sites are equipped owned by de Leede. the sizzle. Similarly, if you’re selling a club, with top-end equipment Aged 27, he decided to travel for you should put TVs up, put lights up, make a year, but only got as far as the US it look attractive and then sell the sizzle. before another business idea came to “Exercise is medicine, and you have to him – this time in health and fi tness. make the medicine taste better. If we people who have put in anything from “My friend and I used to work out at a want to get people into clubs, we have A$25,000 up to A$200,000, because huge club in Sydney, with group exercise to wrap it up in something that makes they believe in the concept. We’re fully classes for maybe 100 people. We didn’t it more palatable. So even in our budget funded for the first 15 clubs.” think the US had anything as good as clubs, although it’s not over the top Having opened the fi rst site in June of that, so we decided to open our own – it has to be comfortable for our Star last year, Fit n Fast is now up to six clubs. club. It was a huge facility in Atlanta members – we have a lot of sizzle, a De Leede’s objective is to grow the chain targeting women only, which we called lot of vibe and energy.” to 15 clubs by the end of 2011, and “easily Australian Body Works. So is Fit n Fast better, as well as 200 clubs” across Australia within 10 to “We thought, if we built a magnifi cent cheaper and faster? “When you’re 15 years. Meanwhile David Patchell-Evans facility, they would come – but they cheaper and faster, often by default – CEO of GoodLife Fitness, Canada’s didn’t come. My partner went back to you’re better. However, although largest health club chain, and a strategic Australia and I got a hard lesson: you ‘cheaper and faster’ is pretty black and investor in the Fit n Fast business – is have to go out and market yourself. So white, ‘better’ is a subjective term. looking to introduce the ‘fast’ format we did a promotion to fi nd Atlanta’s We’re not better in the traditional sense into his own Fit for Less budget clubs. ‘most physical woman’, with an aerobics of the word, namely offering more De Leede has also been approached competition in conjunction with Olivia stuff – we don’t have pools or saunas, by a number of parties to expand into Newton-John. It was hugely successful for example – but our clients would say territories including Russia and the US, and I built a second, much smaller club we’re better because this is the fi rst but as he explains: “I won’t say defi nitely – not as glitzy and glamorous, but it time they’re not intimidated. So yes, I no, but at this point in my life, I don’t really took off. And over the next 20 feel we’ve addressed all three.” have any desire to take on the world.” years, I built the portfolio up to 23 clubs Hardly surprising, though, that people – plus three in the pipeline – which I sold ENTREPRENEURIAL SPIRIT are watching his every move – de to LA Fitness in the US in 2000.” De Leede certainly puts his money Leede’s CV speaks for itself in terms of Among many other entries on his CV, where his mouth is. “I’ve invested a experience, entrepreneurial spirit and gut de Leede also owned CardioTheater and substantial amount of money and I’m instinct proved right. Leaving school at 15, was responsible for creating the fi rst ever personally guaranteeing every lease. In by the age of 18 he had already set up his Olympic Village health club, in Atlanta. addition to myself and five other fi rst business with his mother – importing And then came the call, in 2000, from partners who have put in about two- clothes and jewellery from Bali and the Mike Balfour, who was in Australia to thirds of the money, there are another 26 Philippines – which did “extremely well”, acquire the bankrupt Healthland club chain for Fitness First. Having fl own over “EXERCISE IS MEDICINE, AND YOU HAVE TO to help with the acquisition, de Leede was then asked by Balfour to become MAKE THE MEDICINE TASTE BETTER... CEO of Fitness First Australia. “I hadn’t worked for someone for well over 30 WE HAVE TO MAKE IT MORE PALATABLE” years, and I told him the only way I’d even be remotely interested was if I

28 Read Health Club Management online at healthclubmanagement.co.uk/digital march 2011 © cybertrek 2011 Call Now for a Free Demonstration +1.866.775.7774

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Wellbeing: Gwinganna is a lifestyle retreat and spa spread over 500 acres in the mountains near Australia’s Gold Coast

could buy a piece of it,” says de Leede. In spite of Fitness First being a public company, a deal was agreed whereby he acquired a 15 per cent stake. De Leede remained with Fitness First until 2008, leaving just before the collapse of Lehman Brothers and the beginning of the global fi nancial crisis. “I’ve been very fortunate and my timing has normally been very good with getting in and getting out of things,” he observes. “Over the last couple of years it’s changed her life – she started eating it ourselves. And we have a 35-room fl attened out, but Fitness First Australia properly and exercising. I’m not as spa with 60 therapists. People come for was always the part of the business that disciplined as she was, but I did decide all sorts of reasons, from depression continually laid the golden egg – we had early on that, when I got to her age to alcohol issues, and we’ve had huge between 18 and 25 per cent year-on- – which is about now – I wanted to live growth even throughout the fi nancial year growth in both revenue and profi ts the way she was living and take care of crisis. It’s a truly life-changing place.” in the eight years that I was CEO.” myself. And I decided I needed to own a So, with all his experience, does de retreat where I could practise that. Leede have any advice for the broader CHANGING LIVES “We’ve been open for fi ve years now. fi tness industry? “I genuinely believe it’s In addition to Fit n Fast, de Leede also There’s programmed fi tness – offering all about cheaper, better, faster – that’s owns the award-winning Gwinganna, a both the ying, which includes things the way the world’s moving. And I think, 500-acre lifestyle retreat and spa in the like meditation and pilates, and the to grow the reach of our sector, creating mountains near the Gold Coast (see yang, which includes everything from a comfortable environment makes a lot also Spa Business issue 3 07, p76, and the boxing to Body Pump. There are hikes of sense too. People are using lack of Spa Business 2011 Handbook, p42). in the hills and lectures on things like time as an excuse, and we have to make “My father died of a heart attack aged stress management and nutrition. All in-roads into that by making fi tness as 49, and my mother subsequently the food’s organic and we grow a lot of quick and comfortable as possible.”

30 Read Health Club Management online at healthclubmanagement.co.uk/digital march 2011 © cybertrek 2011 Ridgeway Furniture

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Fresh by name: Clubs are decorated in fresh colours, using a clean, minimalist design with motivational slogans on the walls A REFRESHING CHANGE

JO TALBOT TALKS TO THE FOUNDERS OF FRESH FITNESS, DENMARK’S FIRST LOW-COST CHAIN

hen Fresh Fitness opened The project has allowed Ingerslev to its doors in October last progress his ambition “to make more W year as the “first budget people work out on a regular basis, health club in Denmark”, within a sustainable business model”. it undercut its nearest competitor’s He adds: “I can see that low-cost clubs prices by almost 50 per cent. attract an inactive audience – price is Fresh Fitness: Rasmus It was a bold yet well researched one of the main reasons why people who Ingerslev (above) move by two well-known names: want to get fi t do not join a health club – and Johan Nilsson Rasmus Ingerslev, former CEO of and this works well with my ambition to of SATS (below) fi tnessdk, and SATS, Scandinavia’s help improve the quality of people’s lives leading health club chain. through exercise. Having established and “I saw an untapped opportunity in the run the leading premium club group in low-cost segment of the Danish fi tness Denmark, it was an exciting challenge to market,” says Ingerslev. “Having seen the enter the opposite end of the market.” development of the market in Holland, During a series of meetings between Germany and the US – a high volume of the SATS group, its Danish owners – members in low-cost clubs and very high TryghedsGruppen – and Ingerslev, all growth in this segment compared to the three parties discovered a common mid- and high-end market – it seemed passion to develop this market and obvious that low-cost clubs would be the joined forces. They swiftly opened two next big thing here too.” Danish clubs simultaneously – both in

32 Read Health Club Management online at healthclubmanagement.co.uk/digital march 2011 © cybertrek 2011 The model we have created is inspired by the price point and offering that has proven successful in other markets

Copenhagen – and aim to have six sites The partnership model, Nilsson says, Space maker: The gym has open in Denmark by the end of this has several benefi ts. “The fi rst is that been designed specifi cally to year, with additional plans to franchise it’s vital, when developing a new model, create a feeling of space or partner internationally. SATS has also, that the new business is not infl uenced separately from Ingerslev, opened three by the existing organisation’s view of the Fresh Fitness clubs in Norway. market and existing culture, preventing it while our nearest competitor, Fitness from being innovative enough. It’s been World, charges %30 a month. A MEETING OF MINDS a deliberate strategy by SATS to fi nd a “The model we’ve created is inspired What the two parties bring to the table partner outside our existing organisation by the price point and offering that has are investment on SATS’ part and a safe to operate the new budget chain. proven successful in other markets. I pair of hands in Ingerslev. As Johan “The second reason is that a joint believe what we offer is comparable Nilsson, strategy and concept director venture is a type of strategic partnership to those clubs, with adaptations for at SATS, explains: “SATS has the that gives both parties a clear role, the Danish market.” It’s a long term, ambition to attract as many customers on equal terms, to infl uence the sustainable pricing strategy, he adds: as possible across the market, so we development of the business. “Starting too high and having to cut fees need more than one concept in our “The third benefi t is that we have found later just comes across as an initial rip-off.” portfolio. We were looking for different a perfect management team and partner concepts that would bring in new in Denmark. We have contributed WHAT’S ON OFFER population groups to SATS and were with fi nancing and core competencies, Both Fresh Fitness locations were chosen also actively looking for operators while our partners have brought local for high population density: one in outside our own organisation that market knowledge and a network, plus central Copenhagen and one in the would be able to manage such a business. experience in running daily operations.” university suburb of Amager. Both clubs “Our owners were approached by measure 1,300sq m (13,990sq ft) with Rasmus, who was looking for investors SIZING UP THE COMPETITION the capacity for anywhere between 6,500 in the online venture he had set up. That “In Denmark there are three main players,” and 9,000 members – a seemingly huge discussion ended instead with a discussion says Ingerslev, “Fitness World, SATS and number but one made possible by clever about a new budget club concept for the fitnessdk, with Fitness World by far the design and based on Ingerslev’s theory Danish market. As we were also working largest with more than 225,000 members that budget members attend the gym less on a new budget concept for Norway – a 40 per cent market share. frequently, allowing membership to be at the time, we thought there was great “Fresh Fitness is still very new to the higher without overcrowding. potential to explore synergies and market and is the only very low-cost The gyms offer as many stations in their accelerate the pan-Nordic growth plan.” operator. We charge %17 a month, smaller fl oorspace as many of the higher-

march 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 33 new opening

Look no staff: The cycle studio is entirely virtual, using the Wexer Cycling Cinema solution

end gyms – 100 pieces of CV and strength equipment (split 50:50) including the new NRG strength line from Inter Atletika and certifi ed pre-owned Life Fitness cardio. Then there are two studios and a changing room – and that’s it. Simple, effi cient, but fi nished to a high standard. “What we do is really good quality and fully comparable to higher priced clubs,” says Ingerslev. “It’s what we leave out that makes us budget – we don’t have a crèche, steam, sauna, pool, sunbeds or lounge areas.” space during any time of the day, which is optional extras, including vending machine BUDGETING unique,” says Ingerslev. “It’s a great way purchases, live class attendance and even What they have also left out is staff. Not to offer even more than our competitors showers. Transactions and membership only have gym fl oor staff been minimised even though we are lower priced.” fees are then charged via direct debit. to one at any given time, nicknamed In terms of staff, Fresh Fitness Denmark Says Ingerslev: “It’s easier and cheaper ‘octopussies’ for the amount of jobs they has 30 employees: 20 gym fl oor staff with not to handle cash. More importantly, do – sales, basic instruction and cleaning – the remainder group exercise instructors it’s safer for our staff not to have cash but the gym has also eliminated the need and management. With Ingerslev as CEO, on-site as they’re often on duty alone.” for class instructors almost completely. there is also a COO, a part-time exercise Linked to the Gantner device is Its cycle studio is entirely virtual – a programme manager and a part-time the ClubLead Enterprise member 40sq m (430sq ft) room equipped with 12 development and purchasing manager. administration system provided by Danish BodyBikes and a Wexer Cycling Both part-timers are investors. eXerp, which allows management to Cinema solution; Wexer is Ingerslev’s track member behaviour. other enterprise – an online health club STREAMLINING SERVICE and virtual group exercise provider. To further streamline operations, Fresh SALES AND MARKETING In the other studio, virtual classes Fitness uses Gantner Technologies’ Pre-sale for the club was advertised via include yoga, pilates, dance, body toning, access/payment control system, which a mix of traditional and new media: TV, aerobics and stretching, complemented by eliminates the need for cash entirely. radio, newspapers, hand-outs, bus ads, a few instructor-led classes. Members receive a wristband which gives social media and various online channels. The concept means that 250 classes run them access to the club and which they However, Fresh Fitness found it diffi cult in the two studios each week, about 240 also use to make any payments while to convince people that ‘low-cost’ did of which are virtual. “We have no dead on-site – there are add-on charges for all not mean ‘low quality’.

34 Read Health Club Management online at healthclubmanagement.co.uk/digital march 2011 © cybertrek 2011 Multi-tasking: Fresh Fitness clubs only ever have one staff member on duty at any one time

It was not easy to reach our numbers. Our very low price makes people doubt the quality of the product

“It was not easy to reach our numbers “It’s clear we’re attracting people to our as the market is very competitive and clubs who haven’t belonged to a gym our very low price makes people doubt previously,” he says. the quality of the product,” says Ingerslev. His goal, though, is to be both market Using a well-known Danish TV ﬁ tness developer and market leader: “We want personality as its ambassador has made up to make more people exercise and to be for some of the “uneasiness”, he says. But best in class in our segment.” by far the best way of attracting members So, assuming there will soon be some has been word of mouth. “There is no competition, how does Fresh Fitness doubt that, regardless of the effort we put plan to stay ahead? “I believe our strong in externally, no single media can compare know-how about our market and the to word of mouth from happy members. highly experienced team we have sets Whatever they tell friends and family us apart in both our category and in about us is far more credible that what the industry. Short term we’re chosen we say we are,” Ingerslev adds. because we’re the lowest priced, with Fresh Fitness has also come up with an an exceptionally strong value for money ingenious ongoing marketing campaign. offering. Long term we’ll be picked It offers a higher-priced Black Label because we’re best in class.” membership which allows members to The team is realistic about the bring friends for free whenever they opportunities within Denmark, however, want. “We consider it more or less a hence the desire for international member referral programme. Black Label development. “Denmark only has members bring leads to our clubs and, if four cities with more than 100,000 these guests really want to work out, it’s inhabitants, and real low-cost clubs will very likely that they’ll join because of our not be sustainable in smaller markets,” very low price,” says Ingerslev. says Ingerslev. “We believe we have a strong concept – a total package from HOW’S IT GOING? design, equipment and virtual exercise to Fresh Fitness won’t reveal membership marketing and operating standards which numbers but Ingerslev says it’s “working would work in more or less all markets.” out fine”, though he admits there is The story of Fresh Fitness will be a currently little to benchmark against. fascinating one to follow. ijW_hcWij[h$Yec march 2011 © cybertrek 2011 [VXZWdd`#Xdb$hX]l^ccj` %&+'-+,'-%. mental health BEYOND THE PHYSICAL

t has been estimated that 450 million people worldwide have DEBBIE LAWRENCE AND SARAH BOLITHO I a mental health problem. Mixed OUTLINE AN ‘INCLUSIVE’ MENTAL HEALTH depression and anxiety is the most common and widespread of these POLICY FOR HEALTH CLUBS IN SUPPORT conditions, with 9 per cent of people in the UK alone meeting the criteria OF THE ‘TIME4CHANGE’ CAMPAIGN for diagnosis. Mental health problems peak in middle age, with an estimated 20–25 per cent of 45- to 54-year-olds Furthermore, with evidence of being affected. It’s also estimated that depression and suicide rising in response Upskilling: Mental health 50 per cent of people who experience to the recent economic downturn, we problems peak in middle age, one episode of depression will have a are no longer referring to a ‘minority’ but courses are available to repeat episode and that, for one in five client group. In fact, the World Health help staff work with this group sufferers, the condition is chronic. Organisation (2001) forecasts that, by One of the contributory factors 2020, depression will be second only to depression and anxiety is long- to coronary heart disease as a leading that exercise and physical term stress and, with an estimated contributor to the global disease burden. activity can and should one in three employees stating that With this in mind, it’s arguably a prime be considered for both they have excessive levels of stress at time for the active leisure sector to its preventative and work, the health and safety executive become more proactive and primed to therapeutic effects for recommends that employers take a support this important area of overall depression and anxiety. more responsible approach to risk health and wellbeing. This is supported by the assessment for stress in the workplace. recent publication of the case for physical activity the results of the Welsh It’s suggested that people with mental National Exercise Referral Scheme health conditions are generally less (NERS), where it was evidenced that physically active than the rest of the scores for anxiety and depression population, and that this in itself may (measured using the Hospital Anxiety contribute to their condition. and Depression Scale) improved more A study in the British Journal of Psychiatry than physical scores as a result of indicated that people who “were not exercise (Ward et al, 2010). active in their leisure time were almost Another survey conducted by the twice as likely to suffer symptoms mental health charity MIND found that of depression than the most active 83 per cent of respondents exercised individuals. The more people engaged in to help lift mood or reduce stress, and physical activity in their spare time, the that seven out of 10 gym users with less chance they had of being depressed”. no mental health issues thought their There is a wealth of research evidence mental wellbeing would suffer if they to demonstrate the benefi ts of exercise did not exercise. and activity for those with depression PHOTO:ISTOCKPHOTO.COM/©SHERYL GRIFFIN and anxiety. Some of the reported barriers to participation benefi ts include: a boost to the chemical Whether we know it or not, we all messengers that enhance emotional know someone who has a mental health and mental wellbeing and contribute condition. With evidence suggesting that to pain relief; a reduction in anxiety one in four people experiences such a and stress; an increase in self-effi cacy condition, we probably do not need to and confi dence; improved mood; a look any further than within our own boost to self-esteem; the creation of family or workplace. Work it out: One in three people social networks; and the provision of a Unfortunately, the stigma and say they suffer excessive stress at distraction from problems. discrimination attached to mental health work, which can lead to depression The Chief Medical Offi cer’s report conditions prevent some people from (2004), At Least 5 a Week, concluded disclosing this fact. Additionally, while

36 Read Health Club Management online at healthclubmanagement.co.uk/digital march 2011 © cybertrek 2011 PHOTO:ISTOCKPHOTO.COM/©DEAN MITCHELL

“Individuals with mental health conditions still face barriers to inclusion within the leisure market. This may make them harder to reach, engage and retain”

most health clubs have a strong policy mental health condition – must be a pathway, which can result in improved for inclusion of individuals with physical priority for all health clubs. adherence to new behaviour patterns.” disability – thanks to the Inclusive Fitness While traditional classes or gym Initiative and Disability Discrimination becoming more inclusive training sessions may hold less appeal Act – individuals with mental health People with mental health conditions, initially, there are other modes of activity conditions may still face barriers to perhaps more than any other group, will that will appeal to this client group. inclusion within the leisure market. This benefit enormously from regular activity Health clubs could offer bespoke gym, may make them a potentially harder and from the social element that’s found studio and pool sessions – for example, population to reach, engage and retain. in health clubs, which adds a positive shorter gym or personal training sessions Some of the potential barriers dimension to the exercise experience. or introductory classes to yoga, step, may include: the stigma and A key effect of mental ill health is aqua or pilates that suit reduced energy misunderstanding attached to their isolation, whether self-induced or levels or accommodate the effects of condition and the issue of mental health; through prejudice and stigma; inclusion the condition/medication, as this is an the effects of discrimination – it’s in a ‘normal’ exercise environment important adaptation for this client group. estimated that 39 per cent of people helps individuals to be part of a ‘social’ These shorter introductory sessions with a mental health condition are experience without having to be overly may also fi t very well with the needs unemployed, which may mean the social. Health clubs could market their of other client groups, who may have actual cost of joining a gym is a barrier services to attract this client group limited time or who prefer a ‘little for them; their personal fears and by aligning with referral schemes and and often’, accumulative approach vulnerability; the lack of awareness of mental health charities. to exercising. It may also be a way of the importance of activity for mental Jeannie Wyatt-Williams, co-ordinator utilising otherwise empty studio times. health; and a lack of qualifi ed and for the Welsh NERS, says: “Referral Another suggestion would be the knowledgeable exercise professionals to structured exercise programmes inclusion of relaxation and mindfulness who have the experience to work with offers the advantage of encouraging sessions. Both static and dynamic this population group. social inclusion instead of infl icting relaxation sessions of varying lengths However, in these challenging social isolation. The individual is also could be included as part of the economic times, attracting and retaining empowered to become an active studio timetable, as could some members – both with and without a participant in planning their personal care stress management classes. These march 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 37 mental health

Holistic: Classes that cater for people with mental health problems are also likely to be enjoyed by other club members

may also be of interest to health clubs’ corporate members. Operators could also offer some outdoor sessions such as walking, cycling and softer versions of the traditional ‘boot camp’. Aside from the general feelgood factor of being outdoors, there is evidence to suggest that the body has an immediate positive physiological response to natural views, including reduced blood pressure, reduced muscle tension and reduced heart rate (Bird 2007 – see also HCM Sept 07, p30).

It would also be benefi cial to offer HODGE PHOTOGRAPHY PHOTO:ISTOCKPHOTO.COM/©JOSHUA talks and workshops. Clubs could use health specialists from other and Late Life Training, which is services, delivering talks on food to “There’s scope for group developing a course focused on boost mood, for example. There’s dementia and older adults. also scope for some group and and talking therapies “Central YMCA and YMCAfi t talking therapies for managing stress for managing stress have been pioneers in this work and anxiety – effectively ‘personal over the past 10 years, developing training for the mind’. – effectively personal training programmes and equipping These simple adaptations training for the mind” exercise instructors and mental and additions to the traditional health professionals with the skills, programme provide health clubs knowledge and confi dence to work with the potential to offer a more in this area,” says Robin Gargrave, holistic service for existing members, whether in the gym, studio, pool or director of innovation and development as well as to engage with a broader, other environment. The launch of the at Central YMCA. currently untapped market. It would new Level 4 National Occupational Victoria Smith, development also refl ect a commitment to following Standards in 2009 has provided exercise offi cer (fi tness) at SkillsActive, says: national government health initiatives, professionals with an opportunity to “We’re putting in place a National including the time4change campaign to further develop their knowledge and Occupational Standard in designing, reduce the stigma of mental health. skills to work with clients with a range of agreeing and adapting a physical health conditions, including mental health. activity programme for adults with ways of working Fitness Wales is the fi rst provider mental health problems, a REPs mental Working with clients with depression to offer a Level 4 mental health health Level 4 Specialist Exercise and anxiety may require a move to a qualifi cation, which it complements Instructor category and a Level 4 course more person-centred approach – with add-on modules in mental health approval process that enables specialist something which existing members may awareness, client-centred working, training providers, such as Fitness also enjoy. Encouraging employees to stress management, dynamic relaxation, Wales, to gain REPs recognition for develop and use their ‘soft’ skills is key, ‘mind, mood and meditation’, supporting their specialist courses.” and it’s important that all members of behaviour change and client retention. your team are trained in mental health The course is now set to be taken up by the opportunity awareness so they can provide a Fitness Northern Ireland. In these strained economic times, welcoming, understanding and inclusive Other training providers offering offering a broader and more varied environment for all. mental health-focused qualifi cations range of activity opportunities will It’s also essential to make sure include: YMCAfi t, which has a one-day improve inclusiveness, attract new client that instructors are qualifi ed to plan introductory course; Exact Training groups and retain existing members. It’s and deliver sessions appropriate for & Resources, which offers a course a cost-effective and socially responsible clients with depression and anxiety, focused on post-natal depression; direction for health clubs to adopt.

ABOUT THE AUTHORS

Debbie Lawrence and Sarah Bolitho are published authors who have developed the Level 4 programme ‘Physical activity for persons with mental health conditions’ for Fitness Wales. Their book, Exercising your way to Health: Stress, is available this month, with a second book – The Complete Guide to Physical Activity for Persons with Mental Health Conditions – available in August. enquiries@ﬁ tnesswales.co.uk

38 Read Health Club Management online at healthclubmanagement.co.uk/digital march 2011 © cybertrek 2011 clinical pilates Healing Hands

linical pilates is the coming Clinical pilates is the use of pilates by together of pilates with rehab – rehab with added rehabilitation professionals. Jo Talbot finds out C ‘oomph’, you might say. It’s carried out by clinical practitioners how health clubs are embracing the practice – physiotherapists, osteopaths and chiropractors – who have a postgraduate qualifi cation in clinical pilates, a course which teaches modifi ed pilates exercises, both matwork and equipment-based, that are designed specifi cally to deal with injuries and rehabilitation. It’s come about thanks to a growing body of scientifi c evidence and general acceptance that pilates is a valuable tool in the rehab kit. David Canevaro, a clinical pilates trainer, explains: “Clinical pilates allows the rehabilitation practitioner to build on their wide range of assessment and diagnostic skills, adding a new dimension by incorporating a dynamic assessment of the patient’s injuries to help diagnose and treat problems more accurately.” Until now, clinical pilates has mainly been offered out of specialist studios, clinics and hospitals, but health clubs with a wellness focus are beginning to offer this integrated service. While the health club receives another string to its multi-practitioner bow, the pilates studios receive a captive audience, and patients are able to be treated in a positive and healthy environment. Glenn Withers, founder of the Australian Physiotherapy and Pilates Institute (APPI) – one of the main clinical pilates training bodies, which has a base in London – says positioning At work: Leslie Abrahams at Bodies clinical pilates within the health club Under Construction at the Riverside environment is key to its goals: “Key Health & Racquets Club in Chiswick to the success of the APPI method is that it is available to, and achievable by,

HOW IT WORKS APPI, many studies have shown that everyday movements. The fi nal stage is lower back pain and its recurrence can functional re-training, to ensure carry- The APPI bases its teaching on a fi ve- be reduced by as much as 50 per cent over into everyday activity, or specifi c stage rehabilitation model. Firstly, the with specifi c re-training of this area. to a sport or task.” client is taught to engage the ‘cylinder Says Glenn Withers, the APPI’s The complete repertoire of of stability’. This is the group of founder: “Once this initial contraction APPI pilates exercises has over 500 muscles that together form a natural is achieved, the client is then taught movements. They focus on improving ‘corset’ of support for the back. a series of exercises that progress spinal mobility, fl exibility of the key trunk These muscles are the multifi dus, slowly to challenge his or her ability and lower limb muscles groups, plus transversus abdominus, pelvic fl oor to maintain a neutral spine while body and postural awareness. and diaphragm. According to the replicating the forces on it that occur in APPI: www.ausphysio.com

march 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 39 clinical pilates

Gently does it: Pilates can be another tool in a rehabilitation professional’s toolbox

everyone. No longer is it just for the wealthy, dancers or elite sporting clubs. Pilates ties in well with the current NICE It is now delivered in all aspects of life, from the NHS to private practice, from clinical guidelines for back pain, says Bethan gyms to elite sport – such as the English National Ballet, premiership football Gwynn, physiotherapist at Nuffield Health clubs up and down the country and even Cirque De Soleil. “The APPI method can link in with that we, as physios, are able to offer a chronic conditions or post-surgery gymnasiums as a great service for all.” combination of both forms of treatment considerations,” she explains. “We know – I deliver pilates exercises as part of my how to modify exercises for them and we Nuffield Health physio or rehab; I don’t separate them.” work closely with the gym instructors on Nuffield has 30 hospitals nationwide, as In the health club, the clinical pilates anything they need help with.” well as 50 fitness and wellbeing centres, sessions are operated separately from and aims to have physiotherapists the gym programme – the clinic sits in Bodies Under Construction working out of all those sites. the centre’s medical wing, rather than in Bodies Under Construction Bethan Gwynn is a physiotherapist the fi tness centre, among professionals Physiotherapy and Pilates is located based in Warwick, who splits her time including nutritionists, GPs and within The Riverside Health & Racquets between the local Nuffi eld Fitness and physiologists, and clients can self-refer Club in Chiswick, London. The Balanced Wellbeing health club and its hospital – or be referred by a medical practitioner. Body-equipped pilates studio is upstairs, Nuffi eld Health Warwickshire Hospital. Gwynn fi nds a gym setting has within the gym, and the physiotherapy She trained in clinical pilates through the benefi ts over the hospital environment treatment rooms are downstairs. APPI in London four years ago. for her clients: “In the gym you get the However, the two clinics operate as “Pilates ties in well with the current overwhelming feeling of being healthy one multi-disciplinary service. All the NICE [National Institute of Clinical and well, whereas in the hospital there physiotherapists are clinical pilates Excellence] clinical guidelines for back can be a sense of being unwell. The gym practitioners, some trained with pain,” she says. “The guidelines state is good psychologically for our patients.” Polestar, the other main training body, that both manual therapy and structured A benefi t to the gym of having and some with the APPI. And while the exercise programmes, along with practitioners like Gwynn on-site is free pilates studio offers standard fitness acupuncture, are benefi cial – and pilates advice. “We have more understanding pilates classes, the physiotherapists also fi ts in to the category of structured of the background medical issues use it for their one-to-one and group exercise very nicely. Using it means gym members may have – back pain, clinical pilates sessions.

40 Read Health Club Management online at healthclubmanagement.co.uk/digital march 2011 © cybertrek 2011 The reason I joined this club? Pilates.

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“We operate as one integrated, TRAINING multi-disciplinary clinic, where clients IN CLINICAL can choose to either work with a PILATES physiotherapist who is pilates trained or work with a fi tness-based pilates The two main UK instructor for general exercise,” says trainers in clinical pilates co-owner and physiotherapist Leslie are Polestar and The Abrahams, who has been running the Australian Physiotherapy practice with his business partner Ellen & Pilates Institute (APPI). Ernstzen for three years. The APPI method, Abrahams, who is a master trainer developed 10 years ago, and presenter of the APPI pilates integrates the relevant method, continues: “We started out as research around pain, two separate practices, but discovered orthopaedics, women’s that they work better when run health and sports together. There is a certain amount injuries into a pilates- of success with manual treatments – based approach. mobilisations, massage and so on – but The APPI method if you combine this with exercise-based delivers a fi ve-stage rehab such as clinical pilates, we fi nd it rehabilitation process speeds up the recovery in most cases. that means it can be Pilates for rehab: Fitness “We’re able to get patients moving used with any client, professionals can take at a very low level and then build them from an acute back pain CPD courses with the up gradually; the pilates equipment is sufferer right through APPI to learn the basics spring-loaded so it eases the pressure of to elite sportspeople. movement and you can adjust the load It teaches a full matwork and full medicine and movement science to the according to their control, pain and ability. equipment curriculum, in addition original principles of pilates, in order “Because it can be very gentle, pilates to over 10 specialist CPD courses, to deal with injuries and rehab. also helps with the fear of movement to physiotherapists and allied health The course structure begins with that many people with pain have. And professionals, and now offers its the fundamentals for dealing with using movement gives us a tool to check training to the fi tness industry early stage rehab through to high- progress, by objectively measuring range through its CPD programme. level patients. Its curriculum teaches of movement from session to session.” The APPI says it is working hard to applications for the full range of pilates The best thing about working within consolidate its links with the fi tness kit, including the reformer, trapeze a health club, Abraham says, is that it world, to enable operators to deliver table, combo chair, ladder barrel and offers a captive audience of people who an integrated healthcare model. wall unit. It also incorporates mat are interested in wellness. It also means Polestar Pilates UK calls its clinical exercises and small props such as wall/ they are able to work with people at a training Pilates for Rehabilitation. door springs, rotating disks, balance higher level of fi tness, such as athletes Its teaching applies current research boards, foam rollers and gym balls. – diagnosing movement problems and and practice in orthopaedics, sports Polestar: www.polestarpilates.co.uk assisting with rehabilitation. Bodies Under Construction is good for the health club, too: “People make a rehabilitation in combination with educates the client in how to prevent choice about joining a health club based rehabilitation professionals. The future injury and discomfort. on the services it provides. Having this independent health club operator offers “Our pilates instructors work very service gives the impression that the its pilates within its medical centre, closely with the physios and osteopath club is concerned with overall wellness.” Third Space Medicine. It’s a hub of in the medical centre and they all have wellness practitioners, attached to but plenty of experience in treating clients The Third Space separate from the gym, which offers with injuries and issues ranging from The Third Space, based in Soho in many services including a GP, scoliosis to shoulder and knee injuries, London, offers pilates as a method of physiotherapists and an osteopath, as post-surgery and much more.” well as podiatry, massage, reflexology Being located within a health club and acupuncture. Here, the setting is extremely benefi cial, she says, “There is a certain physiotherapists, osteopath and pilates because of cross-referral. Personal instructors work together to combine trainers recommend their clients to amount of success their skills – clients are referred the pilates studio, while pilates clients, between the different practices. once well enough, may then choose to with manual “The physio or osteopath will help use the gym to continue their return treatments, but correct an injury, but the problem will to fi tness, all the while having their keep recurring if the client doesn’t rehabilitation practitioners on-hand adding clinical continue to strengthen and re-align for guidance should they need it. “The pilates speeds their body so it starts working for them, Third Space provides a lot of support for rather than against them,” says studio the client – they can receive complete, up recovery” manager Alyssa Kyriakidis. “Pilates takes integrated care here, which is great for them beyond their initial treatment, and both the client and for us,” she adds.

42 Read Health Club Management online at healthclubmanagement.co.uk/digital march 2011 © cybertrek 2011 ‘‘STOTT PILATES® changed my life’’ – Karen, fitness enthusiast

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march 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 43 ﬁ tness testing FINGER ON THE PULSE

SHOULD FITNESS TESTING BE A MORE ONGOING PROCESS IN OUR GYMS – AND IF SO, HOW? KATE CRACKNELL ASKS THE EXPERTS FOR THEIR THOUGHTS

itness testing is often used as part of a Given how vital actually seeing results can be to member’s induction – a way to set the scene motivation levels, should we be doing more to integrate F and work out what his or her fitness goals ongoing fi tness testing into the gym experience? After all, should be. But are we tracking our members’ although a member may well feel more energised thanks progress properly after that, adjusting their goals if need to their workout, or even know deep down that they’re be, or are we simply setting them on a path without ever benefi ting their long-term health by exercising, what could checking if they’ve reached their destination? be more motivating than regular feedback and updates that Even exercise management systems often report only the show without question their improvements in strength, degree to which a member has completed his or her pre-set percentage body fat, VO2 max or resting heart rate? workout, rather than how well they’re completing each We ask our panel of experts for their thoughts on how to exercise or how their physiology is changing as a result. make fi tness testing ongoing, interactive and motivational.

DAVID CUMMIN tests ranging from unsupervised SALES DIRECTOR (vital signs, BMI, pulse oximetry, MIKE DYOS TELEHEALTH Spyrometry, carbon monoxide, MD/CEO SOLUTIONS LTD GPPAQ, AUDIT-C, Qrisk2, FITECH Framingham) to fully supervised We need to use whatever top-to-toe assessments. A fitness tools we have at our disposal The wide range of tests assessment to encourage members to possible without supervision provides the take control of their own empowers members to monitor starting point fitness regime, yet the first thing we do themselves at a time that suits them, from which a is put up a huge barrier by telling them without the need to engage an member’s progress can be to make an appointment. This is vital for instructor, thereby impacting positively charted and evaluated. a first assessment; testing bloods, for on stafﬁ ng resources. The results are The assessment process itself, and example will always need to be also presented in a dynamic and striking the tools used, are an important supervised in a club environment. way, ensuring the member is not only feature of the membership package. However, self-monitoring should informed but also motivated. Clubs that offer advanced, subsequently be the way to go. For many members, there’s also the comprehensive assessments will stand Technology such as the CardioPod – a fear of being judged by the instructor out; if these are used as part of an self-service iPad-like device – has been who’s testing them. This can be very ongoing programme, clubs will also developed to manage a multitude of demotivating and lead to a loss of see a higher percentage of members self-conﬁ dence. Using self- monitoring technology, a member can view his or her own progress without Clubs that this fear. It’s also generally recognised that people offer advanced, tend to be more truthful comprehensive when answering questions unsupervised on a touch- assessments screen; they don’t feel compelled to enter a value will stand out that will make the instructor think better of them, and so The CardioPod: Allows members to self-assess results will be more accurate.

44 Read Health Club Management online at healthclubmanagement.co.uk/digital march 2011 © cybertrek 2011 Suunto/MYZONE feeds back results to the member after each workout, so they can keep track of their progress

achieving their goals, leading to We know that achieving results means improved member retention. happier members and increased retention Fitness has a direct relationship with health and wellness, impacting on lifestyle-associated conditions such as diabetes, heart disease and even STEVE NEWELL MYZONE Fitness – now an stress. For almost 30 years, Fitech has BUSINESS DEVELOPMENT offi cial partner of Suunto – been developing and expanding the MANAGER offers members an easy way role of fi tness assessments by offering SUUNTO/MYZONE FITNESS to benchmark where they are more tests and a detailed personal to begin with, and to assess report. Our work has brought the The health club market has seen themselves each time they visit health and fi tness world closer to the some changes over the years, the club via an online platform general health industry, which is a but there’s one fundamental and heart rate-based training. strong and growing market. reason why people continue to Via MYZONE checkpoints, Today, many health clubs offer very join clubs, and that’s to get results. We members register their heart rate belt comprehensive fi tness and wellness know that achieving this means happier and key biometric data such as resting checks using Fitech, including on- members and increased retention. heart rate, blood pressure, body weight site cholesterol and diabetes tests. Key to this process is helping and fat percentage – their ‘starting point’. Primary healthcare is becoming more members to understand where they They then wear a Suunto heart rate and more important to the health of are to start with, and this requires belt and/or M Series heart rate monitor the nation, and we believe that health measurable data. whenever they exercise, both in and clubs should play a crucial role. Historically, fi tness tests were a outside of the gym. This monitors their Both government and corporations time-consuming process with your heart rate in real time, as well as allowing are investing millions of pounds every instructor. Technology has changed to for measurements such as BMI and a year in employee health initiatives. speed up this process, but we’ve seen a one-mile walk test in line with ACSM With 22 million working adults in simultaneous shift towards low-staffed guidelines, with data uploaded wirelessly the UK, the evolution of health clubs gyms where paying extra for personal and automatically to the MYZONE kiosk into wellness centres – which offer training is often the only way to get this whenever they visit the club. broader assessment services and sort of monitoring – something I would Members are then sent a summary interventions – will not only provide consider to be an essential service. So of each workout direct to their an invaluable public service but also a what happens to members who can’t iPhone/email account, helping them lot of new members. afford PT? How often are they assessed, to keep track of the results they’re and what happens in between? achieving on an ongoing basis. march 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 45 fi tness testing

LIZ SHENTON “If a member knows PERFORMANCE & their heart rate TRAINING MANAGER monitor is helping POLAR ELECTRO UK them realise their goals, they are likely By testing fitness regularly, to keep training,” using heart rate monitors to says Shenton measure and track ongoing improvements, we’ve noticed that members see improvements and score for each individual. A stay motivated, while personal trainers graph shows fi tness level at receive accurate feedback to ensure the time of each test, allowing training stays on the right track. users to track improvements. The Polar Own Index aerobic fi tness Meanwhile, Polar’s test only takes fi ve minutes during rest, EnergyPointer provides instant feedback accuracy. This can help personal trainers making it ideal for clubs to use with new to show if you’re burning fat or losing change the way people train, and members at induction as well as on an weight, ultimately helping users train at ensures maximum benefi t is achieved for ongoing basis. It measures cardiovascular the right intensity to achieve their goals. users in a time-effi cient manner. fi tness by assessing the maximum oxygen It calculates the point at which the main In our experience, if a member knows uptake (VO2 max), using personal effect of training is moving from fat- their heart rate monitor is providing real information stored on the heart rate burning towards fi tness improvement, feedback and helping them realise their monitor to determine a unique VO2 using personal information to ensure goals, they are likely to keep training.

STEVE RAVEN, CEO FITNESSASSIST

Fitness monitoring is the measuring of key fitness parameters and subsequent monitoring of change/improvements at regular intervals, and this is what gyms wishing to offer such a service should provide. The parameters depend largely on what the member wants to achieve, but broadly speaking, they are covered by the following: sCardio-pulmonary effi ciency testing (aerobic endurance), which can be measured directly by the Cosmed Fitmate PRO gas analyser. sFlexibility or mobility, measured by use of a goniometer or one of our custom-designed sit and reach box developments, especially the version which adapts to the subject’s arm and leg length. sSpeed, and more importantly acceleration, which can be measured using our Brower Timing gates. sPower generated, measured using the Just Jump system, which electronically measures the height of a standing jump and therefore the power to weight ratio. sStrength, measured either statically – using back and leg or hand-grip dynamometers – or dynamically using fi tnessASSIST’s T-force system, which Hi-tech: fi tnessASSIST offers a graphs the acceleration of full-range of range of equipment that gyms can weight lifting exercises. use to run fi tness assessments

46 Read Health Club Management online at healthclubmanagement.co.uk/digital march 2011 © cybertrek 2011 edited by katie barnes. email: [email protected] research round-up

New research suggests that a ﬁ nancial incentive encourages weight-loss – but possibly not in the long-term. We ﬁ nd out more reaping rewards?

he idea of giving members rewards to keep fit or reach weight goals is a matter of T ongoing debate (see HCM Sept 09, p30). Now new research* suggests that people who are given financial incentives to lose weight may be more successful than those who just go on a diet with no sign of a reward – but they may not keep off the weight once the offer of money has gone. The research was carried out at Carnegie Mellon University in Pittsburg, Pennsylvania, US. It follows a previous 16-week study which looked at monetary rewards for weight-loss, in which subjects put a substantial amount of weight back on after the intervention finished. In this new study, the financial incentive was lengthened to eight months to see if a longer programme would help in losing weight and not regaining it. This study also incorporated a ‘loss aversion’ tactic of Financial incentives can encourage people to lose weight – but what happens next? actually taking participants’ money away if they did not stick to the programme. plus the researchers’ money. Those who However, nine months after the didn’t meet the target lost their money. study had ended, nearly all subjects had the study The third group (DC2) followed the regained the weight they lost, with no The eight-month study comprised a same programme as those in DC1, but great difference in weight loss between six-month weight-loss stage where the were notifi ed that the two-month fi nal groups. Those in the fi nancial incentive goal was to shed 1lb a week. This was stage was for weight-loss maintenance groups lost an average of 1.2lbs, while followed by a two-month maintenance (none of the others knew this) – the aim the control group averaged 0.27lbs. stage. All 66 participants were obese, being to see if people made less effort if While the study was well conducted, with BMIs of 30–40, and were aged they thought they’d passed the fi rst stage. the researchers recognise some between 30 and 70. Weight was measured at the end of the limitations – notably that subjects were There were three randomly assigned eight-month study, then nine months later. mostly men and that the study could groups. The fi rst took part in a weight- not be a ‘blind’ one as people knew they monitoring programme, with monthly the results were receiving the fi nancial incentive. weigh-ins and advice and strategies on At eight months there was no difference In addition, only 65 per cent of subjects how to lose weight. The second (DC1) in weight loss between the DC1 and returned for the nine-month follow up. participated in the same programme, but DC2 groups, so these results were Using money to encourage weight- paid US$3 a day into a fund, which was pooled together. Subjects in the DC loss is effective, it seems, but weight matched by researchers. The subjects (fi nancial incentive) groups lost 8.7lbs maintenance once the fi nancial incentive reported their weight each day by text on average – signifi cantly more than the is taken away is more tricky; further and, if they reached their target by the end control group, where the average loss investigation of weight maintenance of the month, they got their money back, was only 1.17lbs. strategies would be a valuable next step.

* John LK, et al. Financial Incentives for Extended Weight Loss: A Randomized Controlled Trial. Journal of General Internal Medicine. 20 Jan 2011.

march 2011 © cybertrek 2011 Read Health Club Management online healthclubmanagement.co.uk/digital 47 q&a Dr Hugh Bethell

Dr Hugh Bethell took cardiac rehabilitation to a new level with a groundbreaking facility, the Basingstoke and Alton Cardiac Rehab Centre, which for more than 30 years has been helping heart disease patients return to a full and active life. He talks to Kath Hudson

What is the Basingstoke and Alton Cardiac Rehab Centre? that exercise could aid the recovery We have two gyms, an exercise testing room and a lecture from heart disease. Until then, people theatre and we treat over 500 heart disease patients a year, considered their active life over after giving them a 12-week exercise programme. a heart attack. Patients admitted to the Basingstoke coronary care unit are In 1974, I moved into general practice, visited before discharge and invited to join the programme. which was when I approached a local Local patients who are treated by heart surgery or angioplasty sports centre about integrating the are also automatically recruited. In addition, we get referrals treatment of heart disease patients into from GPs and other hospital consultants from further afi eld. the exercising population. In 1976, we At the end of the programme, they can either stay with us opened the fi rst cardiac rehab centre in or move on to exercise elsewhere. We also offer education a community sports centre. In the fi rst on issues such as nutrition, risk factors, stress management couple of years, we only had 20 or 30 and relaxation – the programme has become much more patients, but then in 1978 I approached comprehensive as time has gone on. the Basingstoke District Hospital and it We built the current centre in 1997 after outgrowing our quickly gathered momentum. original sports centre facility. What challenges did you face in setting the centre up? What sort of fitness programme do you prescribe? Remarkably few to be honest. Both the sports centre and the It’s natural to feel wary after having a heart attack, and we cardiologist at the hospital were very open-minded and want to give people back their confidence to exercise. We supportive of the idea, so there was no resistance. The main give customers an initial consultation, including history and problem over the years has been to get adequate funding. examination, followed by a treadmill exercise test before prescribing a programme focused on their needs. They are So how is it funded? asked to do three sessions a week: two in the centre under Initially we ran our services voluntarily, and the sports centre supervision and one at home. At 10 to 12 weeks, they are charged a small fee, but as time went on we applied to the re-tested and, provided they have achieved a certain level of hospital for payment for staff costs. I think the average cost to fitness, can then go on to exercise unsupervised. the hospital for each person is now around £300. Much of the running costs are paid by the Basingstoke & What was the inspiration for the centre? Alton Cardiac Rehabilitation Charity, which was set up in 1992 I qualified as a doctor in 1966 and worked in hospitals for – users are only charged a minimal cost of around £1.50 per eight years. During that time, I worked as a cardiac registrar session. We raise £200,000 a year to run the centre and get half at Charing Cross hospital in London with Peter Nixon, the of this back from graduates of the programme, who stay and first British cardiologist to seriously take on-board the idea exercise with us after they have fi nished the supervised sessions.

What’s your day-to-day role at the centre? In 2000, no more than 30 per I’m now retired, so I don’t have a paid role, but I run the research programme and am the overall lead for the Staywell Programme. cent of eligible patients in I’m also secretary to the trustees who oversee the charity. the UK had access to cardiac What is the Staywell Programme? rehabilitation programmes This is designed to catch people who are at risk before they have a heart attack – for example, those with diabetes or high

48 Read Health Club Management online at healthclubmanagement.co.uk/digital march 2011 © cybertrek 2011 PHOTO:ISTOCKPHOTO.COM/©KZENON

Plugging a gap: Gyms blood pressure. Despite the fact that we are could cater for those with a small percentage of eligible patients. We getting more unhealthy as a nation, people are graduating from used to run the national audit and, in 2000, no now suffering fewer heart attacks thanks to cardiac rehab schemes more than 30 per cent of eligible patients in the medication. However, physical fitness is still the UK had access to cardiac rehab programmes. best way to reduce heart disease. The ideal place to run a cardiac rehab Staywell candidates are patients referred by their GPs, and are programme is not in the hospital – as is often done – but in a deemed to be at high risk of developing coronary disease. After sports centre. There are relatively few free-standing cardiac a full assessment, including exercise testing, they go through a rehab facilities and I like the idea of having them in community 10-week programme of graduated exercise and education, very exercise facilities. That’s what I would like to see more of. similar to that used for cardiac patients. At the end of the course, the assessment is repeated to measure effectiveness. How can the fitness industry get involved? The fitness industry has a big role to play. There’s currently not What qualifications do staff need? good follow-up for people who have been through cardiac rehab Our instructors need to be qualified according to the standards programmes and the fitness industry could plug that gap. The set out by the British Association for Cardiac Rehabilitation. instructors will need to be trained though, and local cardiac rehab We also have nurses and physios on-site. co-ordinators should be informed so that they can refer graduates on once they’ve finished their supervised programmes. How do you involve spouses and families? We used to encourage spouses to join in the programme, but What are the risks in running cardiac rehab programmes? the scheme is too overloaded now so we’ve had to stop that. There is the risk of cardiac arrest, but I can only think of about We do encourage them to join us for the lectures we run in six people who had cardiac arrests during 30 years and there nutrition, stress management and relaxation, though, and also weren’t any deaths. However, you do have to make sure you encourage them to join the post-graduate exercise. have qualified staff and defibrillators on-site.

Would you like to see more facilities like this? What has been the high point of your career? When we started there were very few, but now every hospital I chaired the committee that set up the British Association of with cardiac patients runs a cardiac rehabilitation programme. Cardiac Rehabilitation. It’s now a very good organisation However, they are mostly inadequate, as they can only deal indeed and does a lot of very good work.

march 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 49 personal training

REALITY CHECK

The reality of being a personal trainer often fails to live up to the dreams. Kath Hudson looks at why so many drop out, and how to stem the tide

op personal trainers can need the management expertise to make earn £40,000 or £50,000 a sure everything is structured properly.” year, with hourly sessions T commanding a high price tag. business savvy It’s no wonder that many Many training providers we spoke to hopefuls sign up for courses excited agree that PTs often fail to understand about their future earning potential. that they are setting themselves up in Almost half of the 28,500 industry business; some even report inadequate professionals registered with REPs understanding of the PT product to be are personal trainers (PTs), with able to sell it effectively. “Many PTs growing numbers achieving Level 3. think they’re just selling an hour of their But unfortunately the drop-out rate time, when actually what they’re trying following qualifi cation is high, with many to sell is a different way of life,” says personal trainers leaving after just a few Vicky Mahony, a manager at FitPro and months. Wages for in-house PTs aren’t herself an experienced personal trainer. always high enough for those with FitPro runs an online course, Steps fi nancial commitments like a mortgage to Success, aimed at helping personal or children – which many PTs do, as trainers survive the fi rst 90 days, and getting candidates to script how to it often appeals to older candidates covering aspects such as understanding approach potential clients. and those who’ve decided on career the role of a personal trainer in the Nigel Wallace, director of training changes – while those who take the self- gym environment, communication at Lifetime, says: “The technical side is employed route can fi nd they don’t have skills, interacting with members, essential, but this only gets you through enough clients to make a viable living. business planning and personal goal the gate. We build PTs’ confi dence in Nic Jarvis, founder of New Wave setting. Future Fit has also introduced a their product, so they see their service Training, says many candidates aren’t marketing course as part of its Personal as positive and desirable. We teach them suffi ciently rounded when they enter Training diploma, which covers skills who to approach, how to approach them the industry. “Many small businesses fail such as targeting and retaining clients. and how to guide the conversation in a because they are run by a technician,” And in response to employer positive way so they’re confi dent they he explains. “Someone who likes feedback, many courses – including are doing the right thing.” dressmaking opens a boutique, for those run by Lifetime and Premier Jarvis agrees that approaching clients example, or someone who likes fi tness Training International – are now putting in the correct way, and developing becomes a personal trainer. But being a more emphasis on the softer skills: confi dence in doing so, is crucial to the technician isn’t enough. To be in business, teaching PTs how to develop a rapport success of a PT: “If PTs are taught to you need that entrepreneurial element with clients, communication skills and have a conversation that helps people which gives you the fl air, vision and ways of affecting behaviour change. understand how they can achieve their energy to promote yourself. You also Lifetime’s course includes role-play goals, then they’ll be able to sell personal training, because the majority of gym members are not achieving their goals. “To be in business, you need that “The personal trainer should be seen as the solution to customers’ issues, but entrepreneurial element which gives you the many aren’t able to have the conversation that communicates their understanding flair, vision and energy to promote yourself” of those issues. This is, however, an easy conversational model to teach.”

50 Read Health Club Management online at healthclubmanagement.co.uk/digital march 2011 © cybertrek 2011 TRA INING & QUALIFICATIONS SERIES

Personal development: PTs should embrace CPD, both in soft skills such as communication and to diversify their knowledge

a broader offering trainers or experts if necessary. And Jan they will still be supported as part of an There’s also a widespread call for PTs to Middelkamp – CEO of the HDD Group overall brand. Only when they are very understand that investing in CPD is in the Netherlands, which owns the PT experienced should they attempt the essential to keeping knowledge up-to- brand LAPT – also believes it’s important most diffi cult model of renting space and date and being able to react to trends. to see the bigger picture: “Don’t focus doing the rest by themselves.” Denise Page, director of YMCAfit, on your personal profile but work with For those who do make a success of recommends training in areas such as other professionals, such as nutritionists, personal training, there are still NLP to improve people skills, while the and sell a package. Keep a database of challenges ahead. According to Jarvis, CEO of Premier Training, Debra Stuart, your clients and their progress, so other the whole personal training business suggests: “There’s no escaping the fact trainers can easily cover for you,” he model in clubs is flawed: since there are that trainers do need to be more says, adding that PTs should think of their only a finite number of hours PTs can business savvy. They need to invest in business as an asset to sell on one day. work, they need to find other ways to upskilling through CPD and look for grow their hourly rate. opportunities. We have an ageing making more money One of the easiest ways of doing this population and face an obesity epidemic, Middelkamp – whose new book, Personal is to offer group personal training as so why not study for a more specialist Training in Europe, will be available in the opposed to one-to-one sessions: small qualifi cation in exercise referral or UK later this year – advises against going group workshops is a big trend driven by training for special populations? Or look straight in to being an independent the US and works especially well during at trends and react – for example, set personal trainer. “There are three peak hours. A short circuit training up a walking group or a Zumba class.” models to personal training and I course can provide the necessary skills Michael Steel, international recommend PTs work their way through and experience needed to work in the business development at Total Gym, them,” he says. “They should start off as fi eld of group exercise. agrees that PTs need to sell broader an employee on the payroll in a club, Another approach to boosting income packages – weight-loss programmes where they can learn to grow their own is to improve secondary revenue and ‘back to wellness’ programmes, business. After this, they can graduate streams by selling related products. For for example, teaming up with other to a licence or franchise system, where example, if the PT is able to convey

march 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 51 personal training

As a personal trainer’s hours are ﬁ nite, offering group personal training can boost their hourly income

to the customer that their workout will become more effective if they stay “Clubs need to support their personal within a particular heart rate zone, then the customer will see it as an advantage trainers so that together they can if they are able to buy a heart rate monitor from their personal trainer. maximise the revenue stream” Another trend yet to make real in-roads in the UK is online personal training, where the PT doesn’t even talking about money, but they needn’t right people, build effective teams and have to see the customer face-to-face be. Clients expect it; they’re often manage and motivate personal trainers. to provide the service. This needs successful business people themselves Steel also feels the business model of experience and a strong customer and don’t have trouble discussing money clubs needs to change to allow PTs to base to work, but using social media or paying for good service.” act as a business within a business and from the outset can keep trainers be more entrepreneurial: “Clubs should engaged with their clients, and potential the club’s role reward good personal trainers rather clients, between sessions. Middelkamp says it’s not all down to the than risk losing them. They should “Premier has evolved its service PTs – he argues that clubs employing task and incentivise them, give them a with the launch of a new online PTs should have a PT manager who can mentoring programme and advertise training community platform,” says motivate and mentor them on a daily their programmes in-club.” Stuart. “Personal training graduates basis in skills such as building the To conclude, while training providers can create individual client profi les and business and invoicing. are trying to create PT courses designed communicate with them via this portal. FitPro’s Mahony agrees: “The fi tness to turn out more rounded trainers, with They can monitor clients’ nutritional manager needs to be able to provide the skillsets and expectations to survive and workout diaries, recommend other support and mentoring, as well as the realities of the job, clubs that see training programmes, and there’s even a setting targets for interactions, and personal training as an important part shop with equipment and supplements. goals for translating those interactions of their business model also need to This will be a great tool to motivate and into clients. Meanwhile, managers need support their PTs, so that together they inspire between sessions.” to recruit the right sort of personal can maximise the revenue stream. But ultimately, suggests Steel, PTs trainers in the fi rst place.” Meanwhile, anyone looking to need to think longer term when selling To this end, FitPro runs a Certifi cate personal training as a career must ask sessions, by trying to sign people up for in Health and Fitness Management, an themselves if they are creative and three-, six- and 12-month blocks. Tony online qualifi cation aimed at the fi rst tenacious enough to set up in business Lyons, who runs Soho Gyms Academy, and second tiers of management and and continue with the ongoing CPD agrees: “PTs are often bashful when designed to help them recruit the required to stay at the top of their game.

52 Read Health Club Management online at healthclubmanagement.co.uk/digital march 2011 © cybertrek 2011 refurbished & remanufactured

LD FOR NEW ARE MORE PEOPLE TURNING TO REFURBISHED AND REMANUFACTURED EQUIPMENT? ABIGAIL HARRIS INVESTIGATES

ith economic uncertainty continuing to cast its shadow, many operators are looking at inventive ways to keep their costs down. Not surprisingly, suppliers offering refurbished and remanufactured equipment, often at a fraction of the cost of new equipment, are seeing a shift both in the W types of companies buying their goods and in the size of the contracts they’re winning.

Xscape Centre in 2006. Graham Bertrand, The contract included more MD, PTE group than 200 fi tness stations – remanufactured Cybex resistance equipment and ne of Physique’s recent Life Fitness cardiovascular O installations was the machines, as well as new new Xercise4Less club Stirling free weights – and in Wakefield – a 2,500sq m (27,000sq demonstrates our ability to deliver high ft), 8,000-member budget health club – quality remanufactured equipment that where we fitted more than £230,000 of competes with new equipment, even in remanufactured equipment. high footfall budget clubs. The equipment contract for this, I believe operators’ perceptions the group’s second site, came off the of remanufactured equipment have (both images) Physique encourages back of our successful installation at changed. Recent contracts such as the prospective clients to visit its factory the company’s Castleford site in the 80-station installation at Folkestone Sports Centre, the 70-station set-up at Hartsdown Leisure Centre in Thanet and “I’ve worked with Physique for a long time and wouldn’t go anywhere else for my the 65 stations supplied to The Pyramids kit. They offer the best value for money and the service is excellent. The equipment in Southsea – plus Wakefi eld – all at Castleford is now fi ve years old but still looks brand new. Using remanufactured demonstrate the quality of the equipment equipment signifi cantly reduces our capital costs, meaning we can afford to operate we deliver. We encourage prospective at low prices. I don’t know why anyone would put new equipment into a gym now.” clients to visit our factory and see the Jon Wright, MD, Xercise4Less remanufacturing process that ensures our equipment is ‘as good as new’. march 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 53 refurbished & remanufactured

all of its facilities, including can make a signifi cant contribution in Nicholas Pugh, spa and pool equipment, many of those areas. Fit4sale is able president/CEO, flooring, lockers, accessories to supply any size of facility, small or Fit4sale.com and more. Each new club will large, with high quality commercial spend around US$350,000 on products at huge savings. ur largest customer equipment and receive more Our knowledge and networks in O at the moment is than 180 pieces including the health club world, and our own Sport Life in Kiev, strength, CV and free weights. experience as club owners in the US Ukraine, which has seven clubs due to We believe that Sport Life’s and Mexico, are vastly valuable to open this year – ranging from 4,200sq m methodology – keeping your overheads our customers. We can offer sound (45,200sq ft) to 5,200sq m (56,000sq ft) low, your customers happy and knowledge and advice in everything from – taking the chain to 12 sites. Sport Life maintaining great management, staff equipment, fl ooring, facility design and has designated Fit4sale as the exclusive and equipment – can be applied to layout to lockers, dumbbells and plates, supplier of all fitness equipment for pretty much any business, and that we and can pretty much do it all when it comes to opening a facility anywhere in the world. As a result, we do very well “The key ingredient to our growth is sustaining continual cost controls, in the international markets. including purchasing quality remanufactured fi tness equipment. Fit4Sale This year we will open a full has made this possible, saving us between 30 and 60 per cent on the retail remanufacturing facility in Kiev, to enable Fit4sale to directly support the massive cost of new equipment but still offering quality as good and dependable growth of Sport Life facilities and allow as any new equipment. The remanufactured CV stations in our fi rst immediate distribution of our products facility, which opened fi ve years ago, are due for replacement simply to other surrounding countries. The due to the fact that they’re older models – they still run very well.” equipment for remanufacturing at the Dimitri Ekimov, president and CEO, Sport Life Investments Group Kiev site will come from the existing Sport Life clubs, as well as from the US.

allow, instead of going all-out Jackie Walker, on a full refurbishment. “Council budgets are being stretched project manager, Birchwood Leisure Centre in and value for money is all-important. Staffs Fitness Hertfordshire had previously We always get a deal from Staffs updated its CV section with t Staffs Fitness, we’ve refurbished Precor stations Fitness that satisfi es the monetary A worked hard to build from Staffs Fitness, and limitations that the council puts on a reputation based on approached us again in mid- quality and personal service, and many of 2010 to carry out a similar project on us, as well as the high expectations our customers come back time and again. the strength section. The site falls under that our customers place on us As the recession hit businesses badly, the banner of Hatfi eld Town Council, so for good quality equipment.” we’ve found that buyers are increasingly everything had to get council approval; spreading the cost of their replacement the equipment – £5,000 of refurbished Mike Speddy, leisure services programme over longer periods of time, Life Fitness resistance machines – was manager, Hatfi eld Town Council often updating small areas as finances fi nally delivered at the end of October.

Operators’ perceptions of remanufactured kit have changed. Our remanufacturing process ensures the equipment is ‘as good as new’ Graham Bertrand, MD, PTE Group

54 Read Health Club Management online at healthclubmanagement.co.uk/digital march 2011 © cybertrek 2011 The UK’s Premier New and Used Fitness Equipment Supplier and Bespoke Sales, Service and Installation Provider.

L Home Gyms L New and Pre-owned Equipment Sales Convenience: Amazon Leisure can work on- L Delivery and site at a club, so only one piece of kit is out Installation Service of action at a time L Specialists In Equipment Moves

“Having dealt with Amazon Leisure for the past 10 years, I can say that L Service Repairs the equipment is always ﬁ rst class and installation very professional, L Re-upholstery Of causing very little disruption to the running of the club. But most Benches To Sofas, important of all, the after-sales service is second to none.” Terry Moore, owner, The Rochester Health Club Mobile Technician L Health and Safety Since Amazon’s formation Consultation Steve Slater, in 1998, we have successfully logistics manager, supplied and installed over Amazon Leisure 30,000 pieces of equipment The Fitness Centre, in the UK, Europe, Africa ur new year and southern hemisphere. Hargham Road, O installation at Even in the current Shropham, Norfolk the Rochester climate, we’re seeing a Health Club in Kent consisted of 34 large number of orders and we’re NR17 1DS refurbished Technogym machines, both winning more contracts thanks to our Tel: 01953 498098 cardiovascular and resistance. This is cost-effectiveness versus buying new typical of the spend we see, with orders – particularly after customers have averaging between 25 and 35 units. seen our facility and the refurbishment We devised an installation plan process the equipment goes through. alongside a full risk assessment and pre- We also enjoy high levels of repeat site survey to ensure minimal disruption business thanks to our ‘collect, refurb to the health club on the day. We also and return’ option – whereby clubs have removed the old equipment under our their own equipment refurbished – and trade-in process, through which we buy our on-site upholstery service, where we back used kit and refurbish it, ready for work within the club so only one machine sale on to another customer. is out of action at any one time. march 2011 © cybertrek 2011 55 www.amazon-leisure.co.uk q&a it needn’t be SCARY Former Spice Girl Mel B – aka Scary Spice – is the face of this month’s International Fitness Week for global health club chain Fitness First. She tells Kate Cracknell why she wanted to be involved with the initiative

Have you always been fi t? do Kinesis, a few abs, some weights. not breathing right” or “Make sure you Not at all. When I had my baby, Angel, I But I mix it up so it doesn’t get boring, tense your stomach”. gained 75lbs and she only weighed 5lbs! and I usually work out with friends so You select your goal – maybe you But I didn’t want a crash diet or a quick it’s a social thing too. want a ‘bikini-ready body’ – and you fix. I wanted to be fit and healthy, with In terms of diet, I eat super-clean, lean type in how long you have to achieve working out part of my lifestyle. and healthy throughout the week, then that goal. It then sets a workout for you A lot happens to women in their early eat whatever I want at weekends. using a combination of the 250 different 30s – you have to be active, because your exercises we fi lmed, plus a full nutritional metabolism slows down. So I really Does your family exercise? plan, day-by-day and for each meal. wanted to get into the fitness world, but My husband Stephen doesn’t exercise at It’s for home fi tness, to use with the I was really intimidated by the idea of all. Not yet anyway – I will break him in family, and that’s great. I think everything going to a gym – you walk in and there’s one day! Angel likes to dance, as does my starts at home. Obesity’s such a all this equipment that you don’t know stepdaughter Giselle, and my elder problem and, although I’m not saying it’s how to use. So I started working out at daughter Phoenix likes to play basketball. parents’ fault, if people just took time home using exercise DVDs. But my gym is my space, fully kitted out out to be educated on what they put in I began to drop the baby weight and felt by Technogym. I have Kinesis which I love, their fridges and what their kids see, I really good – much more awake, more two running machines with TVs, a full think we could make a big difference. focused, more in tune with my body. So I weight system and a stretching machine. ventured out, doing a few classes in And what about your new group different places, and eventually decided to Tell us about your new fi tness game exercise concept? give the gym a go. I ended up going to a It’s called Get Fit with Mel B and it came The Get Fit with Mel B game was a project Fitness First club with a friend and it was out in November. It’s incredible – we with Black Bean and Fitness First, and great – I saw how much fun you could filmed it two years ago and it’s taken now we’ve launched a class at Fitness have working out in a club environment. that long to build the technology First clubs – also called Get Fit with Mel behind it. It scans your body and then B – which uses some of the exercises What’s your fi tness routine? puts you – a virtual ‘you’ – on-screen from the game. It’s the workout I do I usually work out every day – it’s about beside me, in real time, so I can myself, but the exercises can be tweaked taking that time out for yourself. I run, comment on your technique: “You’re so it’s suitable for all levels.

So are you qualifi ed to comment on INTERNATIONAL FITNESS WEEK technique or design programmes? Not yet, but I’m working towards a Level 3 qualification at the moment. It’s Taking place at Fitness First clubs in training taster sessions, free classes fascinating. When I’ve qualified, I’m going 15 countries around the world is the – including Get Fit with Mel B – and to kick my husband into action! second annual International Fitness free health checks. Until I’ve qualifi ed – although I’ve Week (IFW) on 14 –20 March. There’s a different focus for each drawn on my own experience and used Originally launched in 2009 as day of the week, with clubs offering my ideas as the basis for the workout National Fitness Week, it’s since a range of free activities to fi t the – I’ve worked very closely with the developed into a global campaign day’s theme. Monday is strength day, experts at Fitness First. They made designed to get more people Tuesday is a Spinathon, Wednesday sure my technique was right, so I’m exercising and doing something looks at workouts for different body not sending out the wrong signals to they enjoy. All clubs will be open to shapes, Thursday is health checks, people who are following me, and they both members and non-members Friday is sport, Saturday is posture helped to put all the exercises in the throughout the week, with personal check and Sunday focuses on health. correct order to properly work all the different muscle groups.

56 Read Health Club Management online at healthclubmanagement.co.uk/digital march 2011 © cybertrek 2011 Leading by example: Mel B led some group exercise classes during last year’s International Fitness Week and hopes to do the same this year

What are the plans for this year’s International Fitness Week? You can’t just dip people’s toe in the It’ll be along the same lines as before – free day passes to go into any Fitness water – you have to help them dive in First club in the world, with introductions to the gym plus tips, advice and free sessions on topics such intimidated – especially in LA, where It has to be something you can sustain as nutrition. It’s very informative and everyone’s so body-conscious. Luckily I rather than making yourself hurt once makes you feel very comfortable, and it’s found a gym where people weren’t too and never going again. And you have to free for the whole week (see shy to talk to you, and where they took make it do-able within your working information box, p54). the time to take me round and explain schedule rather than setting unrealistic I also led some group exercise everything. That’s important because targets of going every day. sessions last year, in the UK and abroad, people need a bit of encouragement, which I hope we’ll do again this year. someone to say: “Go on – you can feel What drives you? good about yourself.” I like to do a bit of everything: fashion, What can health clubs do generally fi tness, music… My passions are what to get more people involved? What would you say to people who drive me. I don't do anything that Once you get into exercise, you want to are unsure about going to a gym? I’m not 100 per cent into myself. I do more and more. But you have to help Go in and find a friendly face. The biggest wouldn’t do a fi tness video game if I people get over the initial barrier. You hurdle is just getting there. Once you’ve didn’t genuinely like to work out. The can’t just dip people’s toe in the water taken that first step, even if you're just whole relationship with Fitness First – you have to help them dive in. walking on the treadmill watching TV, has stemmed from that – it’s grown That’s exactly what happened to you’re doing something and, bit by bit, organically as they’ve realised it really me. I’d put on lots of weight and I was your body starts to feel better. is something I enjoy. march 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 57 industry standards up to scratch Wendy Golledge investigates how management models and standards can help sports and leisure centres drive effi ciency savings, earn improved perception in the eyes of customers and ultimately improve their business

n an economic climate in place. All this, in turn, leads to where every customer improved customer satisfaction.” through the door Monkhouse agrees, adding: “Good I matters even more than standards will reduce complaints and usual, where efficiency increase compliments, so less staff drives are the order of time needs to be dedicated to dealing the day, and where facilities face ever with customer dissatisfaction.” more demanding financial challenges, THE MAJOR MODELS can investing valuable funding in THE GOLD STANDARD management models and standards Management models also allow sites to really help take the pressure off? benchmark themselves, both internally QUEST “Effective and therefore profi table to recognise good practice and centre management depends on externally to learn from organisations Quest has defined good practice and effi cient and constructive use of that are doing things better. “In any ongoing development within a management time. Achieving that sector, it’s important to gain an customer-focused management requires all the staff to work together external view of how robust your framework for more than 12 years. A and follow standard procedures, internal management processes are, and tool for continuous improvement, it’s as well as implementing tried and it’s increasingly important to be able to delivered by leisure professionals and tested systems to ensure the basics demonstrate this to your customers, involves mystery visits and an are in place. A quality management partners and other stakeholders,” says assessment every two years, after which award such as Quest will assess Pierre Cachet, chief executive officer at centres get an overall banded score. these important criteria and provide EFQM. “Assessments and awards The award was taken over by Right recommendations to ensure the generate confidence and prove that the Directions – in partnership with Leisure- centre is working to its full potential,” services offered have been recognised net Solutions – at the end of 2010 and a explains David Monkhouse, regional by an independent third party as new, enhanced Quest has already been manager of Quest, the UK quality exceptional, helping businesses launched. Quest 2011 differs from the scheme for sport and leisure. “Only differentiate themselves.” old model in that it offers two levels – an entry level (one-day assessment) which takes in the core fundamentals At the end of day, a centre is only ever as of running a leisure facility, and a more advanced level for centres wishing good as its worst lifeguard or duty manager to push themselves beyond the basic badge (a two-day assessment). At the advanced level, facilities now also have then can the management team truly Ultimately, investing in a management the freedom to choose specifi c modules concentrate on generating income.” standard will improve the quality of for assessment, alongside the core areas. External validation and adhering to service a health club or leisure centre Unlike other quality marks, Quest is approved management models can also delivers. “At the end of day, a centre is the only award that solely assesses leisure have a dramatic impact on customer only ever as good as its worst lifeguard facilities and sports development teams. approval, says Clare MacLeod, national or duty manager,” says Monkhouse. “That’s the thing that makes Quest 2011 manager for Clubmark, Sport England’s “That’s the point of quality awards stand out – it has been written by the accreditation scheme for junior sports – even if a centre gains nothing else sector, for the sector, and assessments clubs. “Management models mean sites from the process, they will at least get are carried out by informed peers who can be confi dent that they’ve reached their staff to the basic standard, which are sourced from within the sector,” says minimum standards across a range of can only lead to increased customer Monkhouse. “The self-selection element criteria and that they have, for example, satisfaction, more referrals, improved of the advanced two-day award also appropriate insurance, coaching processes, more people participating means it can be made specifi cally relevant qualifi cations and risk assessments and a better bottom line.” to each and every centre.” For more information, visit www.questnbs.org

58 Read Health Club Management online at healthclubmanagement.co.uk/digital march 2011 © cybertrek 2011 Show you care: The FIA Code of Practice communicates a commitment to standards and customer welfare

FIA CODE OF PRACTICE QUEST CASE STUDY: challenges of the current climate,” says The FIA’s Code is specifically designed Banbridge District Council Ben Corr, head of leisure at Banbridge for health clubs and gyms. “The Code is District Council. “Quest offered a designed to ensure health and fitness ollowing the appointment of a means of motivating and raising the self- operators maintain a basic level of F new senior management team esteem of the staff, who’d experienced practice to ensure the safety and and a period of significant considerable change, as well as informing wellbeing of their customers,” explains transformation, Banbridge District and infl uencing future thinking and David Stalker, executive director of the Council felt it was time to establish a planning using a proactive approach. FIA. “Compliance with the Code national benchmark in two of its This was an excellent experience that communicates a commitment to centres: Banbridge Leisure Centre and stretched our services, challenged our standards and customer welfare. It’s an Dromore Community Centre. processes and transformed our offering. important statement to government “The council’s leisure service had “We’re now working to prepare a that the health and fitness sector is a already undertaken considerable work third centre – in Rathfriland – for a new professional industry that takes its to address a number of operational community-based Quest programme operation and duty of care seriously.” areas and felt ready to address the that was launched in March.” The Code of Practice is externally audited by Active IQ, with government approval via the Offi ce of Qualifi cations EFQM with reduced effort. The schemes are and Examinations Regulation (Ofqual). designed to help organisations achieve “Achieving compliance nationwide will The aim of the EFQM Excellence Model, this while providing external proof of enhance the reputation of the fi tness put simply, is to help any organisation their ability to deliver excellent services industry and give government increased achieve ‘sustainable excellence’. The to their customers,’ says Cachet. confi dence in the sector to deliver its assessment framework aims to help The model is based around a public health agenda,” adds Stalker. leaders deliver strategy and managers series of fundamental concepts for To comply with the Code, facilities to drive improvements while also excellence, from achieving balanced must meet the minimum legal engaging employees in the change results and adding value for customers requirements for health and safety, and helping them understand how through to nurturing creativity and fi tness instructors must hold a they can contribute to it. building partnerships. Although not nationally-recognised qualifi cation “The EFQM Model helps identify leisure-specifi c, it sets out to give a and they must operate to a set areas where the effi ciency of internal holistic overview of any organisation, standard of customer care. processes can be improved and focuses irrespective of size, sector or maturity. For more information, visit on areas that are critical for success – in For more information, visit www.fi a.org.uk short, you can deliver increased value www.efqm.org

march 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 59 industry standards

Maintaining standards: Central YMCA in London adopted the FIA Code of Practice

THE BALANCED SCORECARD FIA CODE OF PRACTICE CASE STUDY: a commitment across all of our Central YMCA, London departments and focused our staff A strategic planning and management on providing excellent customer system open to all businesses in all s a club, we strive to provide care, equipment and facilities. sectors, The Balanced Scorecard “A consistently excellent facilities “Complying with the Code has also measures traditional financial metrics and service to our members. had a positive impact on our retention, alongside non-financial performance “The sector’s recognition of the and it provides a key point of difference measures – the aim being to give FIA’s Code as a benchmark for against other clubs in area. managers a more ‘balanced’ view of their professionalism, customer service “Successfully completing the organisation’s performance. and commitment to duty of care assessment for a second time The Scorecard aims to help any made it the most relevant scheme for demonstrates to our members and business – from private companies to us,” explains Central YMCA facilities our staff that we’re committed to not-for-profi t organisations – clarify manager Alun Wood. maintaining the high standards of their vision and strategy, improve “Reaching the high standards of our facilities, service provision and performance and translate all these the Code’s assessment required customer contact.” things into ‘marching orders’ for the staff on a day-to-day basis, with a view to continuously improving strategic performance and results. CUSTOMER SERVICE preferences,” explains Samuel Heath, By aligning a business to four EXCELLENCE SCHEME chief press offi cer at the Cabinet perspectives – learning and growth, Offi ce. “The scheme tests areas that business processes, customer, and The Customer Service Excellence research has shown to be a priority for fi nancial – then measuring performance Scheme (formerly the customers, such as delivery, information, and evaluating results, it also creates government’s Charter Mark) is designed professionalism and staff attitude. a framework for improved internal to offer all public services a practical tool Emphasis is also placed on developing and external communications, for driving customer-focused change. customer insight, understanding smoother day-to-day operation and the “We aim to make a tangible the user’s experience and robust achievement of strategic goals. difference to public service users by measurement of service satisfaction.” For full details, visit encouraging provider organisations Further information can be found www.balancedscorecard.org to focus on their individual needs and at www.cse.cabinetoffi ce.gov.uk

60 Read Health Club Management online at healthclubmanagement.co.uk/digital march 2011 © cybertrek 2011 sports conditioning

On-screen training: Star Trac Coach offers personalised treadmill workouts featuring US running coach Kimberley Shah

Are you doing enough to maximise the income potential of running in your club? Kath Hudson looks at some of the options open to operators conditioningcconSPORTSoondndidditiititiioionooniniinging on your marksSERIES

or someone who could never FRANCHISE ROUTE It’s the same technology that some sports be described as a gifted runner, The Running School, which started in shops offer when fi tting trainers. But, F I’ve always been of the belief London 10 years ago, launched a explains Antoniades, The Running School that the world is made up of franchise business at the end of last assesses the whole body rather than just heavy-footed plodders or light-footed year. Those buying into the franchise looking at people from the knee down. bambis. Not so, according to the running are trained to use the protocols To buy into The Running School experts. Running is a skill, like any other developed by company founder Mike franchise costs £17,000, plus royalties sports skill, and working on the technique Antoniades, which were tested on elite after six months, but Antoniades can improve speed, ability, enjoyment, athletes, recreational runners and quotes impressive fi gures from centres stamina and also reduce the risk of injury. children for eight years prior to the in London and Cardiff that suggest a Working on running technique is still launch of his business. Franchisees are possible turnover of £250,000–£300,000 a fairly niche concept, but there are a also taught how to approach clients, by year three with £120,000 annual profi t. growing number of opportunities to and how to help them change and “Health clubs can implement the make this a lucrative income stream. achieve their running objectives. programmes easily, because they tend to Many of the solutions have thus far “Most people think they naturally have the right equipment – high quality been London-centric, but they are know how to run, but they don’t. treadmills – in place,” says Antoniades. now starting to reach out, both Also, sitting down for 10 hours a day “Our programme has widespread appeal geographically and in terms of target turns a lot of muscles off. We re- too. This morning, for example, I’ve audience; everyone – children, older teach movement and have developed worked with the country’s top sprinter people, elite athletes, recreational accelerated learning techniques,” says and a 70-year-old woman who only runners, post-rehab clients and the Antoniades. “The common problems started running 10 years ago.” deconditioned market – can benefi t we fi nd are that people don’t know how from improving their running technique. to use their arms, they land badly and ON-SCREEN COACH Even seasoned runners will fi nd it shuffl e rather than use rear muscles.” Star Trac has responded to the need for interesting to know what they could One of the techniques used by The running technique training with the Star change to avoid injury. Running School is biomechanical analysis. Trac Coach, available on all of its

march 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 61 sports conditioning

embedded-screen treadmills. With more than one million workout possibilities, this programme offers a personalised workout tailored to the needs of each user, with an on-screen coach – US running coach Kimberley Shah – taking the exerciser through their whole workout. Shah designed and recorded 100 fi ve-minute clips, which cover all levels, abilities and types of workouts. “I give pointers for people to think about while they’re running,” she says. “For example, if they’re on a hill, I tell them to think about where their weight is and suggest MP3 programmes: Audiofuel can some adjustments they could make.” create bespoke audio running The programmes are designed to help training programmes, as it did people progress with their running: for the Triumph campaign users can pick the intensity and Shah beginners that the fi rst six weeks aren’t appears on the screen, running with fun, but that if they stick with it, even them and offering further motivation. though it might not feel good at fi rst, their equipment, but is also open to “I absolutely believe you can make a they will soon see a huge difference in the opportunity of working with clubs runner out of anyone,” says Shah. “Our how they feel and look. to create bespoke product ranges. bodies were designed to run. I do tell “If you look at kids, the way they run For example, AudioFuel worked with is so beautiful. In comparison, adults can personal trainers at No 1 Boot Camp to be a mechanical mess. The combination create ‘Boobcamp’, a 40-minute upper of stress and sedentary jobs limits our body workout to support the launch of a ability to move freely, so I try to get them new range of Triumph sports underwear. to re-live how it feels to move like they “We could collaborate with a club’s once did. A common problem is weak best personal trainers to design glutes, which means people don’t follow programmes and script the coaching,” through on the stride fully. Hill workouts says AudioFuel CEO Clare Crean. are fantastic for helping with this.” “The health club could either provide this as a member benefi t, or could PHOTO:© JACKIE ADKINS 2005 ADKINS JACKIE PHOTO:© BESPOKE PROGRAMMES charge its members and so create a AudioFuel, which creates running revenue stream. We suggest giving the programmes for use on an MP3 player – programmes to members as a club with the beat of the music dictating the benefi t and then retailing them to the running pace and a voiceover from a general public via iTunes, as this has specialist coach offering motivation several benefi ts: it reinforces the value throughout – has some suggestions on to the members, puts the club brand how its product could be customised to into a new environment and creates a Feldenkrais: The practice of provide further help with running new revenue stream.” assessing how a human skeleton training and technique in clubs. As the programmes are delivered functions in the field of gravity The company is currently in talks via the internet, they are simple to can help with running training with a number of suppliers about make and distribute: they could be incorporating the programmes into downloaded via the club website, or

EXPERIENCING THE There was a wallchart with about 15 different running RUNNING SCHOOL styles on it and I recognised myself as a shufﬂ er: I don’t lift Emma Matthews, associate publisher, my feet up far enough, or push off from my toes to power Spa Opportunities myself forward. On a long distance run this would result in my legs getting fatigued, as I’m relying on the front muscles. FIRST PERSON FIRST aving enrolled for the Paris Also, I moved my arms from side to side, rather than marathon in April, I started to forward to help power the body. My core isn’t strong either, H get the jitters about getting an which resulted in my left hip dropping, so I’ve been doing injury, so was keen to get my running some work on my abs in the gym to strengthen this area. technique checked out. I felt inspired after the session. I have been experiencing I went to the original Running School in west London. moments of doubt about the marathon, but this has given To start with I was observed, and videoed, running on a me conﬁ dence. I now know that, if I’m going to complete the treadmill. Watching it back was truly cringeworthy! My challenge, I have to take this new way of running on board, I assessor, Michael Nicholls, the operations director, paused now concentrate on my technique during my practice runs the video at several points to make comments on my style. rather than just trying to get from A to B.

62 Read Health Club Management online at healthclubmanagement.co.uk/digital march 2011 © cybertrek 2011 Franchise opportunity: The Running School’s approach to teaching running technique could easily be brought in to gyms

alternatively they could be sent out Another option for an in-club clinic it into the red, when there is another to members as links from the health would be to host a visiting Feldenkrais account with a lot of money in it. My job club’s newsletters. teacher. The UK is some way behind as a Feldenkrais practitioner is to look the US and Europe in embracing at the discrepancies of over-charging ONE-OFF EVENTS Feldenkrais – a mind-body approach one area and under-using another.” Physiotherapist, author and eight-time to movement developed by an Israeli The goal of Feldenkrais is to make marathon runner Paula Coates works at doctor of physics and structural the body move well, as it functioned as London’s Balance Performance engineer, Moshé Feldenkrais, in the a child. Booth says she can work with Physiotherapy, which offers expert 1940s – but it offers an interesting any body, but not any mind, and it does advice to everyone from novices through opportunity for health club operators. require an open-minded person to to Olympic athletes. She says it’s difficult According to long-established make changes. However, those changes for health clubs to offer specialised practitioner, Vreni Booth, Feldenkrais can then be profound. running programmes unless they have an looks at how the human skeleton The Feldenkrais Guild UK has a list experienced physiotherapist or podiatrist functions in the ﬁ eld of gravity. “To of registered practitioners who could on board who can assess the cope with an injury, Feldenkrais sought be approached about developing a biomechanics of the lower limb and spine. a different way of moving, so he studied programme or clinics. Teaming up with local clinics how the bones are linked and how or freelance physiotherapists and the skeleton works as a self-balancing OPPORTUNITY KNOCKS podiatrists could be an option, perhaps structure. It also teaches moving with Running technique is rarely taught in PE setting up occasional in-club clinics awareness,” she says. lessons at schools, and even running where members can have an assessment For example, back and knee pain clubs tend to focus on conditioning and learn about technique. Coates is when running can be alleviated by rather than technique, so there’s available for clubs to hire, either to bringing the hip joint into awareness and definitely a niche here for health clubs. deliver lectures on running or give engaging it. “Pain means over-burdening Being helped to run well is an attractive individual assessments and design goal- one area because somewhere else isn’t proposition to put to members. After orientated programmes (paulacoates1@ doing anything,” says Booth. “It’s like all, what members wouldn’t love to be googlemail.com). drawing on a bank account and pushing able to run faster? march 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 63 Protein Drinks ﬁ tness-kit.net the search engine for leisure buyers

Wherever you are in the world, fi nd the right products and services 24 / 7 Metapure RTD by QNT by logging on to Health Club Management’s free search Made of pure whey protein isolate, QNT’s new water-based Metapure drink engine www.fi tness-kit.net contains 32g of protein per bottle. Metapure is fat- and sugar-free and is recommended for those looking to Ultralife launches get high quality protein in their diet new recovery drink without any fat or carbohydrate to promote lean, toned muscle. Metapure Ultralife Healthcare launches a new is lactose-free, which QNT says allows recovery drink on 19 March. quicker and more effective digestion Ultralife Recovery contains 25g of than traditional milk-based alternatives. protein to help repair muscles and 62g of carbohydrates to replenish glycogen fi tness-kit.net KEYWORD stores. Other ingredients include metapure L-glutamine to protect and repair post- exercise, creatine for strength and stamina, beta-alanine to delay muscle Weider fatigue, and taurine to aid athletic introduces performance and reduce cramping. Samples of the drink are available fi rst ready- by calling Ultralife Healthcare on fi tness-kit.net KEYWORD to-drink 0800 862 0082 (UK freephone). ultralife

Weider has introduced a Maximuscle’s male- and new ready-to- female-targeted rtds drink product to its whey amino Maximuscle – recently bought by powder range. GlaxoSmithKline – has launched two Weider 100% new ready-to-drink products. Whey Amino Drink Definity Go is a pre-mixed whey comes in a 500ml protein drink in the Maxitone range, bottle in lemon- which is targeted at female exercisers. lime or orange splash flavours. Billed as “the perfect gym bag Suitable as a pre- and post-workout companion”, it comes in a resealable drink, it is said to protect the muscles 330ml bottle and is available in from deterioration during training and chocolate and strawberry flavours, to support regeneration processes and be drunk after resistance training. muscle development after a workout. Maxi-Milk is the equivalent product It is water based and contains no in the male-targeted Maximuscle range. carbohydrates, sugar or fat. A high protein nutrition shake designed to support lean muscle growth, ﬁ tness-kit.net KEYWORD ﬁ tness-kit.net KEYWORD performance and recovery, it also weider maximuscle comes in a 330ml resealable bottle.

64 Read Health Club Management online at healthclubmanagement.co.uk/digital march 2011 © cybertrek 2011 log on to www.ﬁ tness-kit.net and type the company name under ‘keyword search’ YOUYOU DONDONTT BELIEVEBELIEVE Inkospor’s plastic bottle for new low-fat drink PROTEINSPROTEINS German drinks AREARE TASTY? TASTY? manufacturer JUSTJUST Nutrichem, owners of Inkospor (Inko), has unveiled its first TRY!TRY! low-fat ready-to-drink protein shake, which is also the first of its product range to come in a plastic bottle. The company has, until now, only had X-TREME PROTEIN the capacity to low fat – less carbs produce glass bottles. fully efficient protein drink The new drink, with 50 g protein* X-treme Protein, is not more than 35 g carbohydrates* marketed as a ‘six- lower than 0,1 % fat pack’ – not only does ready to drink, it come in a pack of easy for take-away likely the best tasting six 500ml bottles, but protein drink, but now the plastic bottle itself is moulded people who want protein without the still improved unique bottle to look like a man’s six-pack. calories. It contains 50g protein, 35g flavours: (6 in pack for VANILLA, BANANA, The drink’s original formula provided carbohydrate and around 2.5g fat. sixpacks) STRAWBERRY a high protein drink with high fat It comes in three flavours: and calories for muscle-builders chocolate, vanilla and strawberry. with high calorie turnover, whereas KEYWORD this new drink – reformulated to ﬁ tness-kit.net be low-fat and low-carb – is for nutrichem

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Multipower has launched what it calls its “best ever” protein powder. Whey Protein Iso Complex is claimed to offer the best combination of taste, effect, solubility and value flavours: VANILLA, BANANA, for money to date. CHOCOLATE, STRAWBERRY The new formulation adds to Multipower’s range of drinks and bars – a range that includes Red Kick and X-TREME its Protein and Energy Bar. CARBO-PROT At the heart of the new formulation the power-drink is a very high concentration of benefits” in terms of repair and supplies instant power whey, which is said to aid solubility growth of muscle tissue. The powder contains 52 g of biologically high value protein* and absorption. This, combined is available in a 2.25kg tub costing provides fast and long-lasting energy in form of carbohydrates with glutamine, is designed to help £40 and comes in four flavours. has valuable vitamins and mct-oil regulate protein synthesis and support mct supplies extremely fast twice as much the immune system. Multipower says ﬁ tness-kit.net KEYWORD energy as carbohydrates, and will definitely not be stored in fat pads this formulation has “unprecedented multipower *per bottle (500 ml) available at: NUTRITION FIRST, Derby march 2011 © cybertrek 2011 +44 1332 299911 – [email protected] Escape with

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London luxury: The new ﬁ t-out, including Matrix’s 7xe cardio and G7 strength ranges, has taken the club from ‘premium economy’ to ‘business class’

from ‘premium economy’ to ‘business class’, according to CITYPOINT & MATRIX: MEETING Taylor – ensuring the offering is now of the quality and MEMBER EXPECTATIONS standard the club’s members expect and appreciate. The gym features around 50 pieces of Matrix Fitness CLIENT: The CityPoint Club equipment, including the 7xe cardio range with Virtual SUPPLIER: Matrix Fitness Active – which allows users to work out to footage of iconic scenery and landscapes from around the world – the G7 strength range and three Functional Trainers. he CityPoint Club, in the heart of London’s City, “We feel that the new equipment fi ts in very well with T has long been recognised as one of the capital’s the club – it has gone down a storm with our members,” leading independent spa and health clubs. Ever continues Taylor. “We’re committed to continually since it opened, it has attracted professionals working introducing the latest and most effective innovations in across the banking and legal sectors, who were drawn to fi tness to our members, and are pleased to be one of the Club’s ‘quiet enjoyment’ philosophy. the fi rst clubs in London to feature the Virtual Active Today, the club is owned and operated by The Playgate programme, which has proven to be a particularly Group, which acquired it at the beginning of 2006 and popular addition to the gym. Our members are seasoned which currently owns and manages three other clubs in travellers and many of them have visited the locations London: Market Sports in Shoreditch, Slim Jim’s Health featured in the programme, which adds a level of interest Club in Broadgate and The Bankside Health Club in the and enjoyment to their workouts.” iconic Blue Fin Building on Southwark Street. Taylor adds: “The 7xe range and G7 series have also At the time of purchasing The CityPoint Club, the been very popular among our personal trainers.” membership had dropped to 1,200 and the quality of the “The CityPoint Club is one of a number of high profi le facilities no longer refl ected the club’s original understated and strategic installations in capital cities around the luxury. However, as Jeremy Taylor from The Playgate world for Matrix Fitness, with other cities including Paris Group explains: “Five years after taking over The CityPoint and Tokyo,” comments Daniel Clayton, VP of Johnson Club, and thanks to a great deal of hard graft, the club is Health Tech Group, Matrix’s parent group. now thriving once again.” Membership is now up to 2,200 The CityPoint Club also features a luxurious spa with – the ideal capacity for the club, which prides itself on seven treatment rooms, a 20m ozone-treated swimming providing an oasis of calm in one of London’s busiest areas. pool, plunge pools, two squash courts, sauna and steam A refurbishment of the club was completed in mid- room, two studios and a group cycling studio. December 2010 and a full range of Matrix Fitness For more information, visit www.thecitypointclub.co.uk equipment was installed in the gym – taking the facilities or www.matrixfi tness.co.uk march 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 67 project profi les

Varying load allows users to train the full range of movement, without injury

ondon Rowing Club (LRC) was L founded in 1856 and is one of the GEN3 REVOLUTION FOR LONDON oldest rowing clubs in Britain. It’s ROWING CLUB a high performance centre where many successful rowers are based and have come CLIENT: London Rowing Club through the ranks to go on to represent SUPPLIER: Gen3 Kinematics Great Britain; at present, it has six GB athletes and 12 currently trialling. Gen3 Kinematics was brought in to install its MyoQuip recruitment through a full range of movement, from strength training systems, the MyoTruk and MyoThrusta, extreme fl exion to full extension, with a greatly reduced in July 2010. The training programmes through which risk of injury during training. This is due to equipment LRC head coach Phil Bourguignon puts his athletes during design being focused on delivering training movements that each session on the MyoTruk and MyoThrusta consist of have no adverse loading in the spine, hips or knees. roughly 780 reps of 180–250kg. Since the installation of the equipment at LRC, there Bourguignon explains that, for any weight training has been no gym-based injury. Not only that but, as system, reliability is key to providing functionality and Bourguignon explains: “One of our athletes trialling for increased athlete performance: “With MyoTruk and GB suffered a bike accident on Christmas Eve, when he MyoThrusta forming a key part of our training programmes, broke four ribs. A normal time frame for recovery back to the overall squad standard in the testing protocols – full training is recognised as eight to 10 weeks, but we had strength test and ergo scores – is well in advance of this him back in full training in the last week of January, just fi ve time last year. Athletes are already seeing as much as 20 weeks after the accident. We primarily used the MyoThrusta per cent increase in all of their testing scores in the gym, as in his rehab, as it’s the only machine where he could do well as out on the water. This is a remarkable achievement weight training with no pressure on his ribs. He recently just in such a short time frame.” Race results have also been beat the cut-off time required for the latest GB trial. impressive: the LRC A-team has beaten Cambridge Andy Naisbitt, business development manager, Gen3 University’s Goldie boat (second team to the Blue boat), Kinematics, says: “We’re delighted with the results that and only narrowly lost to the Cambridge blue boat itself. have been achieved so far by the athletes at LRC. Their Injury prevention is one of the key aspects to Gen3 extensive use of our training equipment has, in a short Kinematics’ MyoQuip training systems, which aim time, resulted in high levels of performance without to provide a safer, more effi cient strength training injury. This reinforces our ambition to help develop a new environment for athletes in any sport. With their patented method of strength training for athletes across the board.” Broad Biomechanical Correspondence Technology, For more information, email [email protected] the systems are able to deliver effective muscle fi bre or visit www.gen3kinematics.com

68 Read Health Club Management online at healthclubmanagement.co.uk/digital march 2011 © cybertrek 2011 We’ve worked with Keiser for over a decade and know that it offers products and training that are wholly appropriate for the classes

avid Lloyd Leisure (DLL) selected Keiser D DLL: GYM FLOOR Creating a equipment for its new INNOVATION WITH KEISER buzz: Keiser kit £11m Exeter club, the fi rst includes 26 M3 opening for the David Lloyd CLIENT: David Lloyd Leisure Exeter Indoor Cycles Leisure Group since the merger SUPPLIER: Keiser UK of luxury chains David Lloyd Leisure and Next Generation. The state of the art 5,760sq m (62,000sq ft) club, explains: “We were keen to do more gym-based which is located at Sandy Park next to the Exeter activities to create a buzz on the gym fl oor. The M5 Chiefs rugby ground, offers extensive indoor and ellipticals look very different – they’re aesthetically outdoor tennis facilities, indoor and outdoor heated impressive – and so attract attention.” swimming pools and a dedicated area for children’s He continues: “We’re always keen to offer our activities. The club also includes a 1,200sq m (12,900sq members the latest equipment and innovations, and the ft) gym, which is complemented by a comprehensive Keiser M3 and M5 are both high quality and cleverly programme of classes available in three dedicated designed. They also give excellent performance and studios. Other facilities include the Celsius Spa with require less maintenance than other equipment.” salt steam room, aromatherapy room, saunarium, ice Indeed, the M3 – the result of over a decade of research machine, heated beds and a large spa pool. and development – is virtually maintenance-free thanks The club, which opened in December 2010, received to an innovative non-wear magnetic resistance system 26 M3 Indoor Cycles and six M5 Ellipticals from and an anti-slip belt that requires no adjustment. It also Keiser. Commenting on DLL’s decision to install Keiser offers superior functionality courtesy of an optional equipment, Rob Beale, group health and fi tness manager, onboard computer that provides feedback such as heart says: “Keiser offers us great support in terms of delivery, rate monitoring and resistance level awareness, as well installation and training. We have worked with Keiser as complete consistency across all bikes. Meanwhile, the for over a decade and know that it offers products and M5 is small and portable, the size of a studio cycle, and is training that are wholly appropriate for the classes for designed to offer an effective group training option. It’s also which they’ve been designed – classes that are some of versatile, ideal for studio-based classes and the gym fl oor. the most popular within our clubs.” Exeter currently has around 2,100 members, with a goal A variety of classes are run in the bespoke indoor of 5,500. Memberships range from £50 to £96 a month. cycling studio, but DLL has also chosen to blend Keiser For further information, call Keiser UK on 0845 612 M3 bikes and M5 ellipticals into the gym fl oor. Beale 1102 or visit www.keiseruk.com / www.davidlloyd.co.uk

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COPYRIGHT NOTICE: To subscribe to Health Club Management, log on to ww.leisuresubs.com, email: [email protected], tel +44 (0)1462 471915, fax +44 (0)1462 433909. Annual subscription rates: UK £41, Europe £52, rest of world £73 and students UK £20. Health Club Management is published 11 times a year by The Leisure Media Company Limited, Portmill House, Portmill Lane, Hitchin, Herts, SG5 1DJ, UK, and is distributed in the USA by SPP, 75 Aberdeen Road, Emigsville, PA Craftsman Quality Lockers 17318-0437. Periodicals postage paid @ Manchester, Allington Road, St Neots, PA. POSTMASTER Send US address changes to Health Club Management, c/o PO Box 437, Little Barford, Cambs, Emigsville, PA 17318-0437. The views expressed in print are those of the author PE19 6WE and do not necessarily represent those of the publisher The Leisure Media Company Limited. T: 01480 405396 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted F: 01480 470196 in any form or by means, electronic, mechanical, E: [email protected] photocopying, recorded or otherwise without the prior permission of the copyright holder. www.cqlockers.co.uk Printed by Warners Midland. www.healthclubmanagement.co.uk © Cybertrek Ltd 2011 ISSN 1361/351

74 Read Health Club Management online at healthclubmanagement.co.uk/digital march 2011 © cybertrek 2011 edited by katie barnes. email: [email protected] lightweights

MARATHON DRINKING SESSION IN FRANCE

Six hours, 42km, 23 glasses of wine and a fancy dress costume. Not your typical marathon, but one that’s perfectly suited to the Médoc wine region, north of Bordeaux. Entries have just opened for the 27th Marathon du Médoc on 10 September, and this year’s obligatory fancy dress code is ‘animals’. It’s held Not your usual marathon: Fancy dress alongside Médoc’s festival of wine and the route and wine in the Marathon du Médoc is set in a beautiful circuit of 50 chateaux – with wine tasting at every food and drink station and some 100,000 cheering spectators. While this is a real race – it is ofﬁ cially timed and measured and attracts up to 8,500 runners – entrants obsessed with speed are discouraged and winners are not rewarded with medals but with their bodyweight in Médoc wine. On the following day, there’s also a recovery walk – a nine to 10km route through the Moulis wine region that’s open to 4,000 walkers, runners, companions and volunteers. Details:

www.marathondumedoc.com PHOTOS: AMCM:DE TIENDA:DUBROCA

FAVOURITE (AND A survey of 36,000 swimmers has shown that Ponds Forge in Shefﬁ eld is SECRET) SWIM the UK’s most popular place to swim. Sixty-two per cent of people SPOTS REVEALED preferred swimming indoors, yet alfresco favourites included the London Fields Lido, as well as Windsor’s Dorney Lake as the top open water (non-pool) venue. Respondents also revealed their ‘once in a lifetime’ swim Time for a snack: Just thinking about spots, from Ystradfellte Waterfalls exercise can make us eat more in Powys to the sea around Torness Nuclear Power Station in East Lothian. The poll was commissioned by Swimathon, the US fundraising event PEOPLE EAT MORE WHEN (see HCM Feb 11, p26). Details: www. Pond’s Forge: Most popular pool swimathon.org THINKING OF EXERCISE Researchers at Cornell University in the US have found that just thinking about working out can make people eat up to 50 per cent more. one more reason to love marmite Two groups of people read a description about a 30-minute walk. One group simultaneously listened Most people are said to either love or Diabetes UK, the charity that funded to music while the other concentrated on the hate Marmite, but the extract looks the research, says it could help the written scenario about exercising. A control group set to win over more followers if new UK’s three million diabetes sufferers did neither. After the test, the groups were offered research is to be believed. whose delicate heart cells are believed bowls of snacks. Those who read about exercise ate It’s been discovered that a form of to be weakened by the high levels of 58.9 per cent more sweet snacks and 51.9 per cent vitamin B1 known as benfotiamine, found glucose found in their blood. more salty foods compared to the control group. in yeast-based foods, could help protect However, the charity warns that it is The worst group was the one that focused just on heart cells from damage. While the study, still too early to draw ﬁ rm conclusions reading with no music – its subjects consumed 701 by scientists at Bristol University, has and says that regular physical activity, calories more than the control group. Those who only been carried out on mice, it’s hoped medication and a healthy diet are still listened to music ate 616 more calories. that similar effects will be seen in humans. key to good diabetes management. march 2011 © cybertrek 2011 Read Health Club Management online at healthclubmanagement.co.uk/digital 75 www.myzonemoves.com