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OCTOBER 2013 No 207
Health Club Management is IHRSA’s European Strategic Media Partner
INTERVIEW EVO FITNESS Putting IT and PT at the heart of the business WHAT’S IN ON THE COVER Bård Windingstad and A NAME? Peter Byman of Evo Fitness Click here to subscribe The impact of brand on member retention to the print edition www.healthclubmanagement.co.uk/subs
EVERYONE’S TALKING ABOUT... Specialist VS GOING GLOBAL Generalist How should full-service clubs CAN FITNESS BRANDS BE SCALED GLOBALLY? respond to the microgyms?
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It’s arrived.
Call 0115 777 3333 LIWor email Stand [email protected] H432 today EDITOR’S LETTER
Subscriptions Rebranding exercise Denise Adams +44 (0)1462 471930 Circulation manager our members are more While the goals studied in the report Michael Emmerson likely to stick with their were specifi c to that group of mid-life +44 (0)1462 471932 Y exercise routines and women, the principles are transferable: Editor remain in membership if they have there are many reasons to exercise, and Kate Cracknell tangible, immediate reasons for those most often quoted won’t necessarily +44 (0)1462 471906 being physically active. be the ones that translate into sustained
Editorial director This is the conclusion of a year- activity. The key question is: do you spend long study into the exercise habits enough time investigating what really drives Liz Terry +44 (0)1462 431385 of 226 healthy women aged 40–60, behaviour change among your members, which found that activity levels and are you using these insights to inform Assistant editor were notably different depending your decision-making and marketing? Katie Barnes on why they claimed to be exercising. Led by Weight loss remains a key message for +44 (0)1462 471925 Michelle Segar (michellesegar.com), the study many gyms, for example, while the fi tness News editor was published in the International Journal of sector as a whole is increasingly promoting Tom Walker Behavioral Nutrition and Physical Activity. a health agenda. But although both these +44 (0)1462 471934 Even though all research subjects equally goals featured strongly in the study, Segar News desk valued their own personal goals, some believes this is because the women had been Aoife Dowling exercised far more than others. The most ‘socialised’ into it by the media: they perceived +44 (0)1462 471938 exciting fi nding was that those whose goals them to be the key benefi ts of exercise simply related to enhanced quality of daily life – because they had been repeatedly told they Product editor were. The problem was that these goals didn’t Kate Corney translate into sustained participation. +44 (0)1462 471927 Those whose goals related to Segar suggests that, if members can be Designer enhanced quality of life exercised ‘socialised’ into valuing more immediate Clara Nicoll 34 per cent more than those with goals, it could lead to a signifi cant uplift +44 (0)1767 769645 in activity. She therefore proposes that Web team weight/appearance goals exercise be ‘rebranded’ to focus on the Dean Fox goals that inspire more regular participation. +44 (0)1462 471900 For this to happen, we need more
Emma Harris lower stress, better sleep, increased vitality information about what motivates a wider +44 (0)1462 471921 and so on – exercised 34 per cent more range of people – something Segar and her than those with weight/appearance goals. colleagues are looking into. The next step will Tim Nash They also exercised 25 per cent more than be changing the way we market exercise, so +44 (0)1462 471917 those with ‘current health’ goals such as we ‘socialise’ existing and potential members Michael Paramore lowering cholesterol, and 15 per cent more with different perceptions of what it delivers +44 (0)1462 471926 than those with healthy ageing goals. and encourage them to adopt goals that have Publisher “Immediate payoffs motivate behaviour been proven to drive more regular, sustained Jan Williams better than distant goals,” concludes the participation. We’ll also need to measure and +44 (0)1462 471909 report. Although some members might analyse the impact of these changes. Sales be willing to delay gratifi cation in pursuit This is a huge project, but if – as Segar’s John Challinor of a longer-term goal, for many people initial research suggests – the difference +44 (0)1202 742968 behaviour change will be brought about in activity levels can be as much as 34 per most effectively by more instant reward. cent, it’s a venture worth undertaking. Astrid Ros +44 (0)1462 471911
Julie Badrick Kate Cracknell, editor - [email protected] / twitter: @HealthClubKate +44 (0)1462 471919 To share your thoughts on this topic, visit www.healthclubmanagement.co.uk/blog Financial administrator Denise Adams +44 (0)1462 471930
www.healthclubmanagement.co.uk Credit controller Subscriptions Tel +44 (0)1462 471930 Rebekah Scott The Leisure Media Company Ltd, Portmill House, OCTOBER 2013 No 207 +44 (0)1462 733477 Portmill Lane, Hitchin, Hertfordshire SG5 1DJ UK
Health Club Management is IHRSA’s European Strategic Media Partner
INTERVIEW EVO FITNESS Putting IT and PT at the heart of the business WHAT’S IN ON THE COVER Bård Windingstad and A NAME? Peter Byman of Evo Fitness The impact of brand on member retention
EVERYONE’S TALKING ABOUT... Specialist VS GOING GLOBAL Generalist Download the How should full-service clubs CAN FITNESS BRANDS BE SCALED GLOBALLY? respond to the microgyms? Read Health Club Management online: www.healthclubmanagement.co.uk/digital Follow us on twitter @healthclubmag latest issue
October 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 3 WELCOME TO HEALTH CLUB MANAGEMENT
Are patients fit enough for surgery? p56
The founders of Evo Fitness talk PT and IT p30 Harnessing the power of group exercise p48
CONTENTS
03 Editor’s letter 20 IHRSA update 30 Interview Gyms need to identify and harness Co-founder of Motionsoft, Hossein Evo Fitness the superordinate goals that really Noshirvani, considers whether Bård Windingstad and Peter Byman, drive behaviour change in members, industry messages on exercise are founders of Evo Fitness in Norway, says Kate Cracknell too broad for consumers to digest explain to Kate Cracknell how personal training and IT lie at the 06 Letters 24 ukactive update very heart of their business model Recent media reports on exercise With studies showing UK physical and lack of weight loss may have activity levels are dropping, it’s time 36 Specialist vs generalist confused many people, says Rod Hill for a national strategy, says ukactive What will be the future of the of Anytime Fitness Iberia CEO David Stalker traditional full-service club in the face of the growing microgym 08 News round-up 27 Diary dates market? Kate Cracknell reports DLL responds to cut-price sale, and IHRSA’s annual European Congress new development at Lakeside is set takes place in Madrid this month, 42 What’s in a name? to feature a health club and London’s Olympia plays host to In the first part of a new retention The Yoga Show series, Dr Paul Bedford takes a 16 International news look at the impact of brand on Hard Candy Fitness opens its first 28 Everyone’s talking about... member retention club in Rome, and women-only Global brands Vivafit opens a new site in Singapore What are the challenges faced by 48 Strength in numbers fitness brands looking to expand Group exercise participants are 19 People news globally? Is there an ideal model for loyal, attend regularly and are less Elizabeth Blair is appointed CEO of international success? We ask our price sensitive. Are clubs doing US health club chain 24 Hour Fitness panel of experts enough to harness group exercise?
4 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2013 © Cybertrek 2013 health club management Health Club Management is IHRSA’s European Public Affairs Media Partner Strategic Media Partner OCTOBER 2013 VANGUARD
Should fitness messages be more bite-sized? p20 Physical activity ‘needs a national strategy’ p24
Train like a pro at London’s City Athletic club p64
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October 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 5 OCTOBER 2013 LETTERS October WRITE TO REPLY 2013
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]
We want to live to be 90 – but how do we live it well?
Pew Research recently surveyed American attitudes on living to 120 and beyond, and found that 69 per cent of respondents wanted to live until somewhere between 79 and 100 years of age; 90 was the median ideal life span. If that’s the case, we must change the way we age to extend our years of healthy life. But how? My tips as follows: Anticipate success: Research has shown that people who think positively
PHOTO: SHUTTERSTOCK.COM/VASILIY KOVAL about getting older may live as much as 7.5 years longer than those who view this stage of life negatively. Identify an activity or connection that sparks your enthusiasm and make it your lifeline. Keep learning: explore a new area of knowledge or learn a new type of physical activity. And volunteer: research shows that volunteers have higher levels of wellbeing and life satisfaction than non-volunteers. Eat a balanced diet and attain/maintain The industry should respond quickly to confusing media reports on exercise a normal weight, and stay physically active. If you feel depressed or lacking We’re not weight loss centres, in energy, talk to your doctor – don’t let apathy or lethargy drag you down. In many instances, exercising and eating but we help people lose weight right can help change your mood. Most of all, emphasise the positive and I was left very frustrated after watching and that exercise doesn’t work in the don’t let your age, or anyone, deter you. the recent BBC documentary The Men battle against weight loss. Who Made Us Thin. As those of us in the fitness industry Colin Milner First of all, I felt the reporter seemed have realised for some time now, CEO, ICAA to have it in for the gym business in exercise is not the magic bullet to weight this very one-sided, confusing report. loss – of course exercise will not bring The reporter was trying to get across about weight loss without some control the point that exercise was not at all of calorific intake. However, for the vast PHOTO: SHUTTERSTOCK.COM/HUGO FELIX effective as a way of losing weight or majority of normal people working out preventing obesity. Is the BBC saying in our clubs, their daily workout expends that doing no exercise will in fact make an important amount of calories, helping you thinner? I think a response to the them to maintain an energy balance report by the fitness industry is needed, which in turn keeps their weight constant so we can give our side of the story. – which in turn helps protect their health. The government on the one hand No wonder the public are confused! spends millions of pounds on TV ads We, as a industry, need to respond to telling us all to get more active, to help this kind of journalism. prevent us getting fatter as a nation, and then the BBC comes up with a Rod Hill Exercise can play a key role in documentary that tells us not to bother, Director, Anytime Fitness Iberia helping us live healthier, longer lives
6 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2013 © Cybertrek 2013 ADVERTISEMENT PROMOTION
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October 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 7 UPDATE UK NEWS Vigorous exercise could cut DLL responds to cut-price sale epilepsy risk, says study
Men who vigorously exercise as young David Lloyd Leisure (DLL) has adults could reduce their risk of developing responded to comments about the epilepsy in later life, according to a new change in the value of the business study published in Neurology, the journal following its recent sale to private of the American Academy of Neurology. equity group TDR Capital. As part of the study, 1.17 million Swedish Although the terms of the deal men were given tests to measure their CV weren’t disclosed, it’s thought DLL fitness when they enlisted for military was sold by London & Regional service aged 18. They were then tested for and joint shareholder Caird epilepsy an average of 25 years afterwards. Capital for around £750m. The After follow-up checks, 6,796 of the men sale comes six years after London were diagnosed with having epilepsy. & Regional joined up with HBOS Results showed that men who had a to pay Whitbread £925m for DLL. Scott Lloyd remains CEO of the 94-club David Lloyd Leisure estate high level of fitness were 79 per cent less A spokesperson told Health likely to develop the neurological condition Club Management: “We’re obviously in a from 78 in the UK and nine overseas – a total of than those with low levels of fitness. different climate for financial deals from 2007, 87 clubs in 2007 – to 81 clubs in the UK and 10 Details: http://lei.sr?a=X4t5d with different multiples applying. DLL was overseas, with three new David Lloyd Studios – a bought by London & Regional on a EBITDA total of 94 sites today, with membership standing multiple of over 13 –you’d never see that today at 440,000. Net debt has been reduced and now unless you were a tech company.” stands at £620m against £800m in 2007. David Lloyd says it has performed well over The new owner plans to inject new the last five years: EBITDA has improved from investment to upgrade clubs and focus £77m in 2007 to £90m for the last full financial on domestic and international expansion. year, while the number of sites has increased Details: http://lei.sr?a=Z5p4G
Bacteria could be used to help cut obesity levels OFT demands better rights for consumers
Bacteria in the gut could be Health and fitness club operators the key to solving obesity LA Fitness and Dave Whelan Sports (DWS), and gym Bacteria in the human gut could play a vital management company Harlands role in determining who is obese and who Group, have agreed to give is lean, leading to the possibility of creating consumers better cancellation new treatments to fight obesity, according rights and make their contract to a study published in the journal Science. terms more transparent after an The study investigated the effect of gut OFT investigation. microbiome on obesity from influences such This follows an agreement as genes, diet and exercise, and scientists earlier this year by Bannatyne believe specific bacteria may be able to help Fitness, David Lloyd Leisure people who are obese or are predisposed to and Fitness First to change their obesity. Details: http://lei.sr?a=Y1q9y contract terms. The OFT is writing to 20 health and fitness clubs regarding contracts The OFT is also writing to 20 other health and fitness operators, highlighting contracts early should their circumstances Moderate depression could contract terms and commercial practices change; a commitment not to describe be cured by doing exercise which may be considered unfair and advising membership as being of a fixed duration if the them to review their contract terms. contract automatically continues on a rolling Exercise could help to reduce moderate The undertakings to the OFT from LA basis; and greater transparency about key symptoms of depression, according to a Fitness, DWS and Harlands Group include membership features to be provided upfront. review published in The Cochrane Library. extended rights for members to cancel their Details: http://lei.sr?a=P3c2f The updated systematic review, which was conducted by UK researchers, was analysed the Cochrane Depression, Anxiety Exercise after referral more likely with older people and Neurosis Review Group’s Controlled Trials Register (CCDANCTR). Older patients and those with heart conditions 2,233 patients who took part in exercise It found that exercise showed moderate are more likely to take up and complete referral schemes across Northumberland. success in the alleviation of depression, with exercise on referral programmes than younger Their observations found that older age exercise proving just as effective as psychological or obese patients, according to a new UK study. was a strong predictor in determining who therapy or taking anti-depressants. Conducted by researchers from the took up exercise and who adhered to it. Details: http://lei.sr?a=B6V9w University of Northumbria, the study observed Details: http://lei.sr?a=M9A6W
8 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2013 © Cybertrek 2013 News and jobs updated daily on www.healthclubmanagement.co.uk
Edited by Tom Anstey. Email: [email protected]
Health Club Awards winners announced CIMSPA business review gathers pace
The third annual Health Club Awards A business review of The Chartered ceremony, in partnership with Health Institute for the Management of Sport and Club Management, took place at LIW. Physical Activity (CIMSPA) is gathering The awards are unique, with pace, with a number of insights already members rating their club on the being drawn from the three-month process. quality of facilities, customer service CIMSPA trustee David Stalker says: and value for money. This year, 400 “High numbers of individuals and entries came from a mixture of small organisations have come forward offering independents, public leisure centres, opinions, ideas and support for the hotel clubs and some of the best institute. I have no doubt that should this known brands in the industry, with support continue, it will flourish.” a total of 40,000 members voting. Following introductory and group In the regions, entrants were TV personality Mark Durden-Smith presented the awards meetings, the review of CIMSPA – the split into Budget, Mid Market and professional development body for the Premium categories, ensuring clubs competed and Best Medium Chain, while Sandwell UK’s sport and physical activity sector – with their peers. Winners included Fit4less Leisure Trust won the Best Small Chain and will now enter the electronic consultation Dundee, which took gold for Best Budget Club Everyone Active took the Best National Chain phase before a final revision. Scotland, and Xercise4Less, which won two crown for the second year running. So far, CIMSPA has learned that the golds in the budget category in North West and For a full list of winners, see http://lei. institute must ensure it develops quality Yorkshire. The regional Premium categories sr?a=t5m8O. A full report on the awards will management training and that it should were dominated by LivingWell, which won be available in the next issue of HCM. act as ‘a badge of quality’. gold in seven of the 14 regions. To find out more about the Health Club The institute has also been encouraged Fitness4Less also enjoyed success in the Awards, and to sign up for 2014, please visit to empower the regions, and it’s been national categories, with golds for Best Budget www.healthcluboftheyearawards.co.uk suggested CIMSPA should support people at the start of their career, through the provision of a career pathway. Xercise4Less receives £5m cash injection Details: http://lei.sr?a=e4q2m
Low cost gym chain Xercise4Less has received a £5m investment to support the group’s plans to grow to 100+ sites across the country. BGF, an independent company established to help the UK’s growing businesses, will provide capital to support the group’s ambition to have the new projects established Tweddle won a bronze medal at the 2012 Olympics over the next five years. Xercise4Less was launched Beth Tweddle launches in Yorkshire in 2006, by former Growth plans: Xercise4Less will roll out new sites across the UK kids gymnastic programme rugby player turned fitness club operator Jon Wright. “The facilities we offer, and the price at Olympic bronze medallist and triple world Wright says:“BGF’s funding will give us the which we offer them, continue to attract a large gymnastics champion Beth Tweddle has financial and operational facilities to continue tranche of new consumers into the market.” launched a new gymnastics programme our expansion. The Xercise4Less concept Existing Xercise4Less sites are predominantly targeted at young children. is growing because we believe that a budget located in the north of England, but plans Gym Stars is being delivered through gym shouldn’t offer a budget experience. Cost going forward are to roll out nationwide. Total Gymnastics, an organisation Tweddle remains a major issue for many consumers today. Details: http://lei.sr?a=g4j6A formed with fellow Olympic bronze medallist Steve Parry in 2009. It develops gymnastic academies around the country, David Cameron gives Instructability Big Society Award in partnership with schools and leisure providers. Currently, 650 two- to 11-year- Instructability – the programme created The programme offers participants the olds are on the academy programme. by spinal cord injury charity Aspire and opportunity to gain a Level 2 gym instructor Tweddle says she wants to give every child YMCAfit to provide fitness industry training qualification and, so far, successful graduates the chance to try gymnastics at a recreational for people with disabilities – has been given have involved people with spinal cord injury, level. Gym Stars is aimed at two- to eight- a Big Society Award from the Prime Minister spina bifida, cerebral palsy, limb loss and year-olds to develop basic gymnastic skills. David Cameron. depression. Details: http://lei.sr?a=g2N6r Details: http://lei.sr?a=e4N6r
October 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 9 WHAT’S SHAKIN’ IN YOUR CLUB AT 1 PM? PACK YOUR CLUB WITH A BOOMING COMMUNITY DURING OFF-HOURS
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Copyright © 2012 Zumba Fitness, LLC. Zumba®, Zumba Fitness® and the Zumba Fitness logos are trademarks of Zumba Fitness, LLC. UPDATE UK NEWS M3 INDOOR Dundee Uni: £450,000 upgrade CYCLE M5 The University of Dundee has completed a £450,000 ELLIPTICAL revamp of its Institute of AIR Sport and Exercise. The redevelopment RESISTANCE project – which took six RANGE weeks – has included the addition of a training suite, re-flooring, re-wiring, extending network capabilities, redecoration and the installation of new equipment. The 150 capacity, 450sq m (4,800sq ft) gym The gym offers 88 Precor stations, including Preva networked fitness offers 88 Precor stations. “Precor’s Preva networked fitness will add strength performance centre, three squash considerably to our programme activity and, in courts, swimming pool, sauna, treatment particular, our special population programmes rooms and a BASES accredited Human in coronary rehab, diabetes and cancer,” says Performance Centre. Brian Ewing, director for the Institute of Sport. Outdoor facilities include a 33-acre sports Facilities at the university already includes ground with changing facilities, training area, two six-court indoor sports halls, two studios, four all-weather tennis courts and a water a specialised combat studio, a regional activities centre. Details: http://lei.sr?a=f8T4d
Lakeside leisure plans include health club
Intu has submitted an outline planning application to create a £100m leisure development at intu Lakeside, its shopping centre in Thurrock. The development will create a series of outdoor spaces around a large town square, featuring a range of leisure and restaurant outlets and a hotel. Discussions are already underway with potential tenants, including a health Lakeside’s leisure expansion means a new health club is on the cards “Keiser is definitely an industry club, comedy venue and leader in indoor bike restaurants. Meanwhile the public spaces include a waterfront area, including a new manufacturing. We had included will host a busy events programme, including boardwalk and park next to the lake. the M3 in our flagship facility for four years and our members love farmers’ and Christmas markets, street The move comes after public consultation them. They simply won’t accept theatre, music shows and live screenings of showed 82 per cent of respondents anything else. We have tried sporting events. would spend more time at the centre if other bikes but our members The new public spaces will link the existing additional leisure facilities were available. unanimously reject them. Quite shopping centre with Alexandra Lake and will Details: http://lei.sr?a=X4W6R simply it was too big a risk to purchase anything else.”
Matthew Bunnell Gymtopia launch encourages gyms to help communities Health & Fitness Development Manager A new initiative has launched to bring together to capture the social impact of projects Active Stirling insight and inspiration from the health and powered by gyms and gym-goers worldwide. fitness industry, with the aim of encouraging Inspiring stories of gyms doing social good in gyms to achieve wider-reaching social impact. the UK, Denmark, Italy, Brazil and Canada Keiser UK Ltd The digital storytelling platform was have already been published via Gymtopia. 0845 612 1102 developed by Ray Algar of Oxygen Consulting Details: http://lei.sr?a=t8C2E @KeiserUK October 2013 © Cybertrek 2013 11 www.keiseruk.com carrying my gym in my pocket INDEPENDENT INDEPENDENT OPERATOR FOCUS Second UK club for Speedflex
The UK’s second Speedflex centre opened in London at the end of September, following on from the success of the first site in Jesmond, Newcastle-upon-Tyne. One of the two studios is now a GRAVITY Studio The Speedflex concept taps into the Toni’s Pilates expands growing trend for HIT offering with GRAVITY training and group exercise. Forty-five An independent pilates and ‘kettlercise’ minute group circuit club, Toni’s Pilates in East Sussex, has classes are led by a expanded its equipment range and offering personal trainer and by teaming up with GRAVITY Studios. incorporate seven The club, which opened in August Speedflex units. The 2010, has around 100 members on various Speedflex machines monthly packages. Classes cater for a automatically respond The Speedflex concept has been endorsed by the likes of Alan Shearer maximum of eight people, with one-to- to the user’s force to one pilates reformer training also available. create appropriate resistance levels, enabling midfielder Rob Lee, and Newcastle FC’s club Toni’s has now installed a Total Gym users of all ages and abilities to work out physiotherapist Paul Ferris. All centres are Studio with four Total Gym GTS units. together at their own pace, while exercising operated on licence, with start-up costs of The new studio caters for small group and multiple muscle groups simultaneously. around £250,000. one-to-one PT, with around 30 per cent of Equipped with a heart monitor, users can The exercise programme is said to offer a members signing up for the new offerings view their progress on screens, encouraging wide range of benefits including accelerated in the first two weeks after installation. them to work out at their own maximum fat loss; improved muscle tone, strength and “We have two beautifully appointed but capacity. All users are given a health screening bone density; and enhanced power and speed. modestly sized studios, so to turn one into prior to exercise and are monitored by One year after opening, the first studio in a GRAVITY Studio and get so much value Speedflex physiologists. Jesmond, – a 223sq m (2,400sq ft) facility – from one type of equipment really makes Speedflex was developed in the US in 2009, has 240 members. the space work hard for us,” says owner by former professional baseball player Darren Co-owner of the Jesmond club, Cath Toni French. Holmes in partnership with orthopaedic Jenkins, says member feedback has been The club also offers ballet bars, BOSU, surgeon Dr Jim Silliman and mechanical very positive: “We could see the huge wobble boards, fit balls, chi balls, bender engineer Joe Worley. Speedflex Europe was business potential, especially with the growing balls, pilates circles and resistance bands, formed in 2011 by businessman Graham Wylie, interest in HIT training, and hope to open while foam rollers and prickly balls provide former Newcastle United and England football additional centres in the area in the future.” self-massage and tension release and help captain Alan Shearer, former Newcastle Details: http://lei.sr?a=f4j3q to reduce cellulite.
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Visit: www.escapefi tness.com/hcmgym Or call 0800 294 2802 for more information Read Health Club Management online at healthclubmanagement.co.uk/digital 13
STAY CONNECTED ukactive SUPPLIER & TRAINING NEWS Code of Practice PTI and NPE announce partnership
Premier Training International (PTI) and Net Profit Explosion (NPE) have announced a new partnership between the two organisations, which will see NPE become the official Business Education Partner of PTI. The partnership will see new business and marketing elements added to Premier’s diploma in fitness instructing and personal training. NPE will offer regular coaching to Premier students and graduates, as well as offering them the opportunity As part of the deal, NPE will offer regular coaching to PTI students to take part in a programme of events which bring fitness professionals in helping fitness professionals ‘master the together to share best practice and teach new business’ of the fitness industry. It aims to ideas and principles. offer PTI students a unique skillset to help Premier Training specialises in producing graduates of the training course to establish fit-for-purpose trainers and graduates who can and drive a successful business in the sector. enter the industry at all levels. NPE specialises Details: http://lei.sr?a=U6t5U
SWIM UK provides training for unemployed
Virgin Active has employed eight The ukactive Code of Practice is a mark lifeguards at its new site in Falmer, Brighton, following free training and of quality that reflects a site’s commit- qualifications provided by SWIM UK. ment to high standards of health and The eight new staff – all of whom safety, staff training and customer care. completed their Royal Life Saving Society National Pool Lifeguard The Code of Practice assures: Qualification for free with SWIM UK, as part of their Sporting Solutions » Confidence in your facility programme – were previously » Alignment to the Corporate receiving Job Seekers Allowance, but Manslaughter Act are now working part- or full-time SWIM UK provided free training to eight lifeguards within the leisure industry. » Raised standards Paul Smith, MD of SWIM UK, says: “I full-time lifeguards and swimming teachers. can’t think of better evidence to reflect the Swim UK courses are now offered to those By the end of the process every site will effectiveness of our short courses in getting working within the leisure industry, schools be up to date legally and professionally, people skilled and into a new career.” and swimming clubs, as well as free courses to safe in the knowledge that the needs Formed by Smith in 1995, the company job seekers which have been introduced to help of both staff and customers have been originally provided training to the staff the unemployed develop careers in leisure. Details: http://lei.sr?a=U6t5U effectively evaluated. of Brighton Swimming School to become
For more information about the ukactive easyGym and Icon Training in apprenticeship scheme Code of Practice, contact us on [email protected] Budget gym operator easyGym has partnered tutors, while working in an environment where with UK training provider Icon Training. progression is a high priority. The partnership will enable easyGym to Lucy Walton, training and quality manager recruit apprentices who are trained in the at easyGym, says: “Previously our training company’s ethos and will eventually become was done in-house. Working with Icon part of the easyGym team. Training has taken this workload away and The scheme gives young people support enabled us to take on more apprentices.” from Icon Training’s Ofsted grade 1 skills Details: http://lei.sr?a=E2A5C
14 October 2013 © Cybertrek 2013 www.ukactive.com |Twitter: @_ukactive | Facebook: Getukactive | PAVIGYM SOLUTIONS. PAVIGYM™ products, solutions and new concepts provide key elements to fitness facilities with style, design and function which deliver the best member experience possible while optimizing the space.
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PAVIGYM™ 3.0: transforms flooring into equipment. Combining flooring with lights, sensors, iPad and programing, fitness facilities will gain new members, due to our progressive programming, based on Functional Training principles and using light patterns, which will provide members proven results, and will increase retention rate. Members will enjoy a much more fun training in a new, innovative and advanced way.
CONTACT US: PAVIGYM UK www.pavigym.com Tel: +44 1223 969 870 Pavigym Functionalzone e-mail: [email protected] www.functionalzone.com INTERNATIONAL NEWS Fitness First eyes up Hard Candy Fitness heads to Rome expansion in India
International health club chain Fitness Hard Candy Fitness, the international in partnership with Dabliu, one of largest First is said to be planning to expand in premium fitness club chain founded by networks in the Italian fitness industry. the Indian market, with the investment of Madonna in partnership with New Evolution Facilities will include yoga and group fitness a reported US$3.5m over the next five years. Ventures (NeV), is set to open its first club in studios, spaces for functional and personal Fitness First India launched in 2008 Rome, Italy, this month. training, a cycling studio on a balcony over and currently has six clubs in the country, The 1,210sq m (13,000sq ft) club is located the club’s main floor, and an espresso bar. with over 11,000 members, following an just across from the historic Coliseum and The launch will be quickly followed by a investment of around US$1.6m to date. The will be the first of several Hard Candy Fitness second site in the city centre – a conversion of operator is now said to be in talks with IT locations planned for Rome. It was developed a 1,950sq m (21,000sq ft) Dabliu Parioli club firms, banks and universities to expand its – also set to open this month. presence in the market. The first of several Hard Vikram Aditya Bhatia, MD of Fitness Candy Fitness clubs in Berlin First India, says: “Companies have was also scheduled to open approached us to set up gyms for them. We at the time of going to print have started with one and will be adding in September, joining the more in the near future.” current locations in Sydney, Santiago, Mexico City, Moscow and St Petersburg. Qatari government The brand is expected to invests in outdoor gyms announce the opening of multiple locations this year The Qatari government has installed as it continues its expansion exercise bikes and a range of outdoor into destination cities around strength equipment along the corniche in The new Hard Candy club is just across from Rome’s famed Coliseum the world. the Gulf state’s capital city of Doha. Doha corniche is a pathway by the edge of the sea that stretches for more than 6km. Equipment has been installed at various Vivafit opens fourth site in Singapore locations along the route. The outdoor gyms are part of a strategy Women-only franchise Vivafit opened its to combat a rapid rise in obesity in the fourth Singapore club in August. region. The equipment has been installed in The club adopts Vivafit’s new model, which a bid to provide improved access to fitness focuses on group fitness. Instead of having equipment in public places, enhancing the a circuit gym, the club offers only circuit experience for residents and visitors who classes in different formats, alongside Body use the corniche for physical activity. Vive, Sh’bam and mind-body classes focused The free-to-use equipment includes on pilates and Body Balance. static apparatus such as overhead bars Vivafit started expanding in Asia in 2011 suitable for chin-ups, along with rowing and also has five units in India. In 2013, the and cycling resistance machines. Most brand’s international expansion has focused machines offer instructions in both on the Middle East, with four contracts already Arabic and English. signed. The first Middle Eastern unit will open in Abu Dhabi in November. Vivafit’s new model focuses on group fitness Major renovation for Ontario Racquet Club One&Only to debut in Australia in 2014
Originally opened in 1975, Ontario Racquet Australia’s luxury island resort – Hayman, resort. Mulpha will continue to maintain full Club in Canada has begun work on a multi- Great Barrier Reef – is to undergo a multi- ownership of the island and the resorts. million dollar renovation project. million dollar renovation and be relaunched Hayman is located on the northernmost The 13,940sq m (150,000sq ft), family- as One&Only Hayman Island in April 2014. of the Whitsunday Islands on the Great focused health, wellness and sports club is It will be One&Only’s first resort in Australia. Barrier Reef, surrounded by a natural set within 8.5 acres of land. The renovation The resort will house a One&Only Health ecosystem of coral reef formations and diverse will include the creation of a new 25m Spa. A new beauty salon concept will be marine life. The One&Only transformation pool with a patio area. A retractable roof introduced adjacent to the spa, in addition to a will include enhanced accommodation and designed and installed by OpenAire will fitness centre with a focus on personal training. new culinary options. make this a year-round facility. Mulpha Australia has entered into an Brisbane-based DBI Design, in partnership Other developments will include agreement with Kerzner International with the Kerzner International Development additional locker and changing facilities, an Holdings – the international developer and Team, has been engaged for the interior design expanded restaurant and dining facilities, operator of destination resorts, casinos and and landscape architecture for the resort’s and a dedicated pilates studio. luxury resorts – to assume management of the transformation.
16 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2013 © Cybertrek 2013 News and jobs updated daily on www.healthclubmanagement.co.uk
Edited by Kate Cracknell. Email: [email protected] Architecture vs obesity in NYC
New York’s first Center for Active Design will seek to create greater movement in buildings and outdoors
New York City officials are tackling obesity in projects. Alongside this, he announced two the city by setting up the first Center for Active pieces of legislation to promote stairway access Design, as well as announcing new legislation in all buildings, making them more visible in that will change the way construction and order to encourage use. renovation projects are approached. The new organisation will adhere to four The centre was launched in July as part key concepts: encouraging greater physical of a series of initiatives promoting physical movement for users within buildings; activity through the design of buildings and supporting a safe and vibrant environment for public spaces, countering architects’ tendency pedestrians and cyclists, with more inviting to value convenience over health and physical streetscapes; improving access to nutritious activity. The non-profit organisation will foods in communities that need them the UNLIMITED promote these changes in a bid to fight obesity most; and shaping play and activity spaces for and related chronic diseases. people of different ages, interests and abilities. - Training Variety New York City mayor Michael Bloomberg The mayor made the announcement at also announced an executive order requiring The New School, which is using active design - Group Potential all city agencies to use active design strategies principles in the construction of its new in future construction or major renovation University Center on Fifth Avenue. - Configurations Expanded facilities for Sydney university
Sydney University in Australia has opened a As well as acting as an elite sport facility, 01494 769 222 new A$15m extension to its Sports & Aquatic Sydney Uni Sport & Fitness (SUSF) is also physicalcompany.co.uk Centre, comprising a new sports hall and available for community use. fitness facilities. SUSF also operates the Arena Sports Centre The new sports hall offers badminton, in nearby Camperdown. Its two sites combined indoor football/futsal, netball and basketball, now offer facilities including 70 stations of Life as well as a permanent grandstand and Fitness cardio equipment, 70 group exercise broadcast facilities. classes a week in a studio with a capacity of In the fitness suite, new cardio and strength 70 attendees, and six tennis courts for hire. equipment is set within expanded cardio, A number of short courses are on offer, weights and stretching rooms. There’s also an including dance, fencing and scuba diving. enlarged group exercise studio, plus boxing Lunchtime ‘Social Sport’ competitions are and dojo rooms. Other facilities include a 50m also complemented by school holiday camps indoor pool, tennis and squash courts. throughout the year.
October 2013 © Cybertrek 2013 17 WE ARE DELIGHTED TO PRESENT THE JUDGING PANEL FOR THE 2014 AWARDS...
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This year 40,000 members voted and with more clubs taking part every year we expect our ‘judging panel’ to be even bigger in 2014! Make sure your customers get the chance to vote. The awards are open to all private health clubs, gyms, leisure centres and hotel run sites. Visit www.healthclubawards.co.uk today and sign up for FREE! News and jobs updated daily on www.healthclubmanagement.co.uk PEOPLE NEWS Sport England trio retain positions Blair appointed CEO of 24 Hour Fitness health clubs
Maria Miller, the secretary of state for Culture, Elizabeth Blair has become president and Media and Sport, has reappointed Clare CEO of US health club operator 24 Hour Connor, Hanif Malik and Peter Rowley for Fitness, taking over from Carl Liebert III. second one-year terms as members of the Formerly the executive vice president, Sport England board. chief strategy officer and general counsel, Connor, a former England cricket team she joined the company – which has captain, is currently head of England Women’s more than 400 locations and four million Cricket at the England & Wales Cricket Board. members – in February. In 2008, Connor was made a non-executive “We are all excited that she has agreed director of Sussex CCC and the following to serve as chief executive officer, as year became the first female member to sit we continue to grow 24 Hour Fitness on the International Cricket Council’s Cricket as a dominant player in the health club Committee. Connor was awarded an MBE in industry in the United States,” says 24 June 2004 and an OBE in February 2006, along Hour Fitness chair Kathleen Broderick. with the men’s Ashes team. Clare Connor will remain on the Sport England board Details: http://lei.sr?a=v9W5d Malik is the CEO of the Hamara Healthy Living Centre in Leeds and is a strong advocate East and holds a portfolio of non-executive for the third sector to provide individuals and appointments in community, public and community organisations with opportunities private organisations. Rowley has developed to play more sport and achieve excellence. strong associations with grassroots sports Malik has also served on a number of strategic through his role as leader of a community- boards at a local and regional level. based financial institution. Rowley currently holds the role of regional The trio’s terms will run until 7 September champion for community sport in the North 2014. Details: http://lei.sr?a=Z6h2A
Owen made permanent secretary for DCMS A David Barton Gym in Miami, Florida, US
The DCMS has appointed Sue Owen in the role of Kavanaugh named David its new permanent secretary. Barton Gym president Owen is currently director general, strategy at the Department for Work and Pensions and Kevin Kavanaugh has been named the new has previously worked at the Department for president of David Barton Gym in the US, International Development, the Treasury and following the departure of founder David the British Embassy in Washington. Barton from the company. “It’s a great honour to be asked to lead the Kavanaugh has been with the company DCMS,” says Owen. “The department has a for 14 years and previously served as big and exciting agenda to help Britain’s arts, executive vice president in charge of sport, media, creative and tourism industries Owen started her new role at the beginning of October operations. “There is no-one who knows contribute to economic growth and quality of this company more thoroughly than life, boosted by its responsibility for a society As director general of strategy for the Kevin, who is respected more by our staff, of tolerant diversity.” Department for Work and Pensions, Owen was or who has a stronger commitment to our Owen took up the role at the beginning of in charge of welfare reform, pensions reform organisation,” says David Barton Gym CEO October, taking over from Jonathan Stephens. and social justice. Details: http://lei.sr?a=R5h9U Howard Brodsky. “HEROIC MARKETING SUPPORT”
Meet Will, the Absolutely Fitness Superhero!
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Reproduced with kind GET IN TOUCH permission from: 0870 609 3216 www.hattrickmarketing.com IHRSA EUROPE UPDATE NEWS
Why you should think small • Hossein Noshirvani • Co-founder and executive vice president • Motionsoft
read an interesting article recently on why people think/act the way they do. I Specifi cally, the article reported on the eff orts of a group of researchers who
wanted to see if they could get a bunch of PHOTO: WWW.SHUTTERSTOCK.COM/LUCKY BUSINESS college students to eat healthier lunches. Th e researchers divided the students into two groups and tested diff erent messages. Th e fi rst message was big and audacious, with posters designed to put up all over campus explaining to the students how healthy decisions today would lead to a better quality of life. Th e second message was simpler, with the researchers proposing to write: “Make better lunch decisions,” on students’ lunch trays. Prior to the research actually being carried out, the messages were shown to a range of people. Everyone interviewed declared the fi rst message to be the In a study among US students, simple messages were most effective in prompting healthier lunch choices winner. It was bigger, smarter and spoke to the human desire to achieve. Meanwhile What does this have to do with our no idea what that actually means. It’s too everyone who saw the new and ‘improved’ industry? My theory is that we’re positioning big. Th ere’s no immediacy. trays thought they were crass and ineff ective. ourselves incorrectly. We have more However, if I saw something that said: Th en the researchers put it to the test. Th e clubs that are more aff ordable and more “Work out today so you can eat a bigger ‘big’ message was rolled out on one campus, convenient than ever. Yet the total number dinner without having to buy larger clothes” the tray message on another. Guess what? of people who exercise, as a percentage of – that speaks to me. What I’m saying is, it’s Th ose who had the message on their trays the population, hasn’t really changed. okay to think globally (big), but you should ate 25 per cent fewer calories, and when they I’d argue that it’s our message. Let’s get act locally (small). went home to eat dinner, they continued to real for a second. When I read that exercise Th e full article is available to read at make smarter eating decisions. will make me healthier and happier, I have http://lei.sr?a=A5w1m
Ask the experts: Targeting different demographics through mass marketing
What are the best to 13 years, or women in the household ways to target different with incomes over US$70,000. This is demographics and invaluable information, as it allows you to mass market to them precisely market to only those households more effectively? Tracey that meet your criteria. Bourdon, head marketing “Finally, use a variety of marketing tools PHOTO: WWW.SHUTTERSTOCK.COM/DEAN DROBOT coach for Susan K Bailey Marketing & such as email, guerilla material, Facebook Design, offers her insight on this topic: and other social media to spread the word about your promotions and programming. “First, solicit the help of a full-service Engage your members in sharing the word marketing agency that can identify about your club and leverage the power where your current members reside of your happy members. Testimonials are and the demographic profile of those still the best form of advertising. neighbourhoods. This should help you “Always keep in mind that people don’t identify ‘like’ populations that would be buy fitness. People buy what fitness can do good prospects for club membership. for them. Your advertising must appeal to “Second, ask for a search of local a need or desire.” residents who meet whatever demographic profile you determine is a great target – for Read more answers to this question at example, homes with children aged five www.ihrsa.org/industryleader Leverage the marketing power of happy members
20 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2013 © Cybertrek 2013 News and jobs updated daily on www.healthclubmanagement.co.uk Health Club Management is IHRSA’s European Strategic Media Partner
Community service award: A vision of the future at canfitpro applications open IHRSA is seeking your nominations for the 2014 Outstanding Community In August, the 20th anniversary canfitpro Service Award. International Fitness and Club Business This award is presented to an IHRSA Conference and Trade Show took place at member who has made a longstanding the Toronto Convention Centre, Canada. commitment to making a difference in, During the event, keynote speaker and beyond, their community. It will Jillian Michaels inspired the approximately be presented in March at IHRSA’s 33rd 7,000 attendees – predominantly fitness Annual International Convention & instructors – in her keynote session. PHOTO: WWW.SHUTTERSTOCK.COM/LISSANDRA MELO Trade Show in San Diego, California. Meanwhile, a panel of industry leaders The deadline for entries is 15 November. looked through the ‘fitness industry crystal For an application form and to view a ball’. The panel comprised Rod MacDonald, video from last year’s winner, log on to vice president of canfitpro; Jane Riddell, www.ihrsa.org/awards COO of GoodLife Fitness; Lynne Brick, co-owner of Brick Bodies; Beth Shaw, president of YogaFit Training Systems; Free mobile Nigel Champion, executive director of the app for Australian Fitness Network; Geoff Dyer, Congress CEO of AussieFit; David Hardy, president of the Fitness Industry Council of Canada; delegates Dr David Patchell-Evans, CEO of GoodLife Fitness; and Melissa Rodriguez, IHRSA’s senior research manager. The panel shared best practices, described canfitpro in Toronto attracted 7,000 delegates the successes that brought them to where they are today, and offered a glimpse of their Founded in 1993, canfitpro is the largest vision for the future as it relates to the health provider of education in the Canadian club industry. Dyer predicted that in the fitness industry, and also organises future: “Health clubs will simplify the sales conferences and trade shows. It has over experience.” He expects that sales teams will 85,000 members, including some of the Those attending the 13th Annual IHRSA be reduced, more people will join online world’s finest fitness professionals, health European Congress in Madrid this month and via kiosks in clubs, and clubs will offer club operators, industry suppliers and are recommended to download the IHRSA money-back guarantees and make it easier fitness consumers. Next year’s event will App to their mobile devices before the to cancel a contract. take place on 6–10 August. event begins. The free IHRSA App allows users to view the real-time event schedule, plan their daily agendas, and network with other Events diary Cardiac arrest – attendees and speakers. Visit www.ihrsa.org/calendar location counts IHRSA App features that are not specific to the Congress include an industry job Machines to restart a heart in cardiac arrest search, access to the digital edition of Club 10 October 2013 are often required by law in fitness clubs, but Business International, alerts on breaking Booming Opportunity: Servicing the a new study found that people’s hearts more industry news, and much more. Log on to Health & Fitness Needs of Older commonly stop in places that are home to www.ihrsa.org/app for details. Adults (Webinar) alternative forms of exercise. Researchers at the University of 17–20 October 2013 Wisconsin School of Medicine and Public 13th Annual IHRSA European Congress Health, in the US, found the employees About IHRSA – Madrid, Spain of indoor tennis facilities, ice arenas and bowling alleys in and around Seattle were Founded in 1981, the International 12–15 November 2013 more likely to have to respond to someone Health, Racquet & Sportsclub ChinaFit / IHRSA China Management in cardiac arrest, compared to those working Association is the only global trade Forum – Nanjing, China at health clubs and fitness centres. association, representing more than The researchers found that, on average, 10,000 health and fitness facilities and 12–15 March 2014 a health and fitness club’s employees can suppliers worldwide. IHRSA 2014: The Annual International expect to respond to one cardiac arrest every To learn how IHRSA can help your Convention and Trade Show – San 42 years. That compares to one case every business thrive, visit www.ihrsa.org Diego, California, US 11 years at a tennis facility, one case every 13 Locate a quality IHRSA club at years at an ice arena, and one case every 27 www.healthclubs.com years in a bowling alley.
October 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 21 IHRSA EUROPE UPDATE NEWS
Predicting member drop-out
New IHRSA report helps clubs predict cancellation risk. Kristen Walsh provides an overview
hat’s the danger in having W detractors among your membership base? Plenty, as it turns out, as this is closely linked to high member attrition – a threat to any health club’s bottom line. ‘Detractor’ is the label used by the Net Promoter Score (NPS) system to classify those who – in response to the question ‘on a scale of one to 10, how likely are you to recommend this club to a friend, family member or colleague?’ – give a score of between nought and six. These are unhappy customers who can damage your brand and impede growth through negative word of mouth. They are not only unlikely to recommend their club, but may actually discourage others from joining. But the negative impact doesn’t stop there: detractors are, perhaps unsurprisingly, also more likely to quit their membership. But how much more likely? New report In July, in an effort to help more clubs retain more of their members, IHRSA released its latest IHRSA Member Retention Report (Volume 1, Issue 4). Conducted in partnership with The Retention People
(TRP), this edition expands on the Net BUSINESS WWW.SHUTTERSTOCK.COM/LUCKY PHOTO: Promoter Score as a member loyalty Promoters are likely to recommend your club to their friends and family, and are also more loyal members and retention tool. Also analysed are NPS findings based on a study of nearly Further details on ‘Promoters’ (those and convert them to Promoters,” says Phil 20,000 health club members, providing who say the likelihood of them Bonomo, director of The Retention People insight into how the NPS can help predict recommending the club to friends, North America. “It’s yet another piece to membership terminations. colleagues and family members is nine or the customer experience puzzle, and can “As a powerful member loyalty tool, 10 out of 10) and Detractors are explained provide operators with a real focus for their the utility of the NPS extends beyond alongside age, gender, and tenure. retention efforts.” establishing a benchmark and identifying Not surprisingly, Promoters attended the the characteristics of successful clubs,” says club more often than members who were FOR MORE INFORMATION Jay Ablondi, IHRSA executive vice president Detractors. And those same Detractors are of global products. “Being able to understand the members who are most likely to cancel The IHRSA Member Retention Report and identify members at risk of leaving their their memberships within 12 months of (Volume 1, Issue 4) is available as a health club will help target and improve the completing the NPS survey. PDF at ihrsa.org/research. It’s free for retention efforts of club operators.” As the IHRSA report bears out, winning IHRSA members and US$29.95 for over members as raving fans and non-members. IHRSA member clubs Predicting loyalty converting fence-sitters (the so-called can also participate in the IHRSA-TRP The current edition of The IHRSA Member ‘Passives’, who give a score of seven or eight member loyalty survey at no cost (a Retention Report examines whether NPS out of 10) to Promoters is critical in order $US1,500 value). Participating clubs will can predict membership cancellation in to maximise membership tenure. receive a licensed NPS® score and access the 12 months after the survey is “This latest research highlights the to member comments via a real-time completed. Specific criteria analysed importance for clubs not only of identifying online dashboard. include age, gender, and duration of Detractors, but of implementing sustainable Details: www.ihrsa.org/retention membership (in months). and measurable processes to close the loop
22 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2013 © Cybertrek 2013 STUDIO QUALITY AFFORDABLE
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With studies showing physical activity levels are dropping, it’s time for a national physical activity strategy, says ukactive CEO David Stalker
wo studies published in late August indicate that physical activity levels Tamong children and young people in the UK have plummeted, dealing a major blow to the government’s Olympic Legacy pledge to ‘inspire a generation’. The disappointing participation levels have sparked calls from the sector for the government to create a long-term national physical activity strategy to get more people, more active, more often.
Falling participation WWW.SHUTTERSTOCK.COM/ANDRESR PHOTO: The first study, the Department of Culture The recent BMJ report showed only 51 per cent of children were meeting physical activity guidelines Media and Sport’s ‘Taking Part Survey’, shows an overall decline of participation lifestyles as well as to help cut the risk of The UK challenge from 91 per cent in 2008 to 88 per cent chronic disease. However, the difficulty in addressing in 2012/13 across all children (aged five Such national strategies have been declining participation is made more to 15 years). When viewed over a five- successfully implemented in many difficult in the UK because physical year period, the decline is even steeper: other countries and have been highly activity doesn’t have a singular owner in of the five- to 10-year-olds interviewed in recommended by the World Health government – no government department 2008/09, 75 per cent said they had taken Organisation as “excellent example[s] currently develops, promotes or delivers part in sport outside of school in the week of how policymakers can adopt an all aspects of physical activity. Rather, prior to being interviewed. This decreased integrated and multi-sectoral approach it’s part of the core business of a wide to 67 per cent over the last year. to improve public health and reduce range of services within local and The second study shows that half of chronic disease”. The WHO and European central government, including transport, seven-year-olds are getting nowhere Union both call for the co-ordination and planning, environment, education, civil near enough exercise. The BMJ Open’s long-term commitment of all relevant society, leisure, sport and recreation. ‘How Active Are Our Children?’ report government departments – alongside This lack of a natural home in highlights that only 51 per cent of children the public, private and third sectors – to government is leading to a confused and in the study met Chief Medical Officer achieve required increases in national disjointed approach. In the run-up to the guidelines, with girls (38 per cent) being physical activity levels. General Election in 2015, parties will be far less active than boys (63 per cent). A national strategy must aim for adults drawing battle lines, but public health and This decline reflects long-term trends and children to meet the Chief Medical physical activity shouldn’t be politicised. throughout the UK population, not only Officer’s minimum recommended levels It needs cross-government, cross-party, among children and young people, and it’s of physical activity. This won’t be a simple and cross-boundary agreement. having a drastic impact on public health: challenge as complex individual, social the direct and indirect cost to the NHS of and environmental variables influence FOR MORE INFORMATION sedentary lifestyles has been estimated at changes in sedentary behaviour. But it’s an unsustainable £8.2bn a year. been proven that 30 minutes of moderate exercise every day reduces the risk of If you would like more information A national strategy cardiovascular disease by over 40 per on ukactive’s public affairs and policy Spurred by the latest figures, ukactive cent; those with a stake in getting schools, work, please contact Stephen Wilson, proposes that a long-term national communities and workplaces active director of public affairs and policy: physical activity strategy is vital, to must work together and shape policy to [email protected] address the increase in sedentary improve the nation’s health.
24 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2013 © Cybertrek 2013 ADVERTISEMENT PROMOTION Enhanced club security AT YOUR FINGERTIPS GANTNER’s fingerprint ID stations can be easily retrofitted into clubs, eliminate the problem of card swapping, and provide extra peace of mind to members and operators alike
Biometric technology allows access via a fingerprint check, or a fingerprint can be encrypted on a member’s card
s an expert in access control wristband. This data is extracted at a member, and then the club can check technology, GANTNER’s GANTNER enrollment station, which is if the member matches the wristband A range of contactless not linked to any PC or external by asking for a fingerprint check. This chip cards, wristbands database. Operators can choose to just eliminates non-member access, and and key tags offers members hassle- implement random fingerprint stops card swapping between peak and free entry to a leisure site, while verification – for example, by checking off-peak members as well. providing a high standard of security every 10th member during peak times. Buckley adds: “The feedback from to operators. However many larger For people who refuse to enroll members has been very positive and clubs are now seeking further controls, a fingerprint – and also the small so far we’ve only had nine people out and GANTNER has responded by percentage who don’t have a readable of more than 10,000 members who developing its biometric fingerprint ID print (e.g. workers with heavy manual refused to enroll their fingerprint. terminals that can be retrofitted into jobs) – clubs can still offer a card-only “Since this is now a key part of our any leisure facility. mode, perhaps after judging how likely access control policy we had to address GANTNER’s business operations that member is to lend their card to those memberships individually.” manager, Alexander Egele, says: “In the a friend or relative. For example, the While there may be potential for past year we’ve seen more and more 16-34-year-old group may present a a small amount of member loss by enquiries about our fingerprint ID higher risk than the over-55s. switching over to a biometric fingerprint systems from leisure operators. There Greenvale Park Leisure Centre in system, it is far outweighed by the are many advantages to installing this Magherafelt, Northern Ireland, recently benefits of eliminating non-paying type of system, but it’s important that upgraded its GANTNER wristband visitors to a leisure club. GANTNER’s clubs are aware of the pros and cons access system to incorporate fingerprint fingerprint terminals also replicate its before deciding.” biometrics, in an attempt to eliminate a existing card and wristband entry time One potential barrier is that many card-swapping problem. of just one second. people aren’t comfortable with the idea of their fingerprint being stored on a Fast and secure company’s central database. In addition, Operations manager Robert Buckley many members like the positive image says: “We’d noticed via social media that that carrying a health club card conveys. customers were able to use their friend’s or family’s wristband to gain Card and fingerprint in one access. Front of house staff were able to GANTNER ELECTRONIC GMBH GANTNER’s fingerprint solution solves stop most of this but during busy times Tel : +44 (0)7841 794580 the common problems by allowing people were still getting through.” Email: [email protected] fingerprint data to be safely encrypted Now the RFID wristband is swiped www.gantner.com onto the member’s existing card or to confirm it belongs to a paid-up
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25–27 [ The Yoga OCTOBER Show London 17–20 [ 13th Annual IHRSA Venue Olympia, London, UK European Congress Summary Venue Madrid, Spain The total yoga experience under one Summary roof, including free yoga and pilates This event features presentations classes, pilates reformer sessions, a delivered by executives from both inside Yoga Teaching conference, teacher and outside the health club industry, training taster sessions, children’s yoga, offering commentary on trends shaping demonstrations and lectures, together business and the fi tness industry. with a range of inspirational products. Networking icebreakers, focus groups Web www.theyogashow.co.uk and evening and lunch receptions will provide opportunities to build relationships with European colleagues. NOVEMBER Web www.ihrsa.org/congress 6–9 [ SIBEC North America – Community Fitness & Health 21–23 [ ISPA Conference Venue JW Marriott Houston, Texas, US & Expo Summary Venue Mandalay Bay, Las Vegas, US A one-to-one meeting forum for Summary owners, operators, CEOs and COOs An opportunity for attendees to network of health, recreation, sports and with spa industry professionals, hear from fi tness organisations to meet with educational speakers covering a variety of leading executives from national and business-related topics, and discover the international supplier companies latest trends in spa products. representing a wide range of Web www.experienceispa.com industry categories. Web www.mcleaneventsinternational.com WWW.LIFEFITNESS.CO.UK/ 23–25 [ Club Industry SYNRGY360 Conference and Trade Show 12–13 [ Spa Life UK 2013 Venue Chicago, US Venue Wyboston Lakes, St Neots, UK Summary Summary 01353 666017 Returning to its home town of Chicago This event offers spa professionals Quote HCM2013 for 2013, this independent event for a combination of exposure to new fi tness professionals will be offering new product innovations, shared industry education, events, exhibitors and tours, insights, networking opportunities and plus networking opportunities. management education. Web www.clubindustryshow.com Web www.spaconference.co.uk
October 2013 © Cybertrek 2013 ©2013 Life Fitness, a division of Brunswick Corporation. All rights reserved. Life Fitness is a trademark of Brunswick Corporation. TALKBACK *ULIE #RAMER s *OURNALIST s (EALTH #LUB -ANAGEMENT
EVERYONE’S TALKING ABOUT . . . Global brands
hile there are MARKETS HOLDS MANY CHALLENGES SUCCESSFUL h&OR EXAMPLE THE REJECTION W GLOBAL BRANDS 7HAT ARE THE CHALLENGES FACED BY FITNESS RATE ON CHEQUE BASED ACCOUNTS in many BRANDS LOOKING TO EXPAND GLOBALLY AND AND CREDIT CARDS IN !SIA IS l VE INDUSTRIES FROM FASHION TO TIMES HIGHER THAN IN and beauty to hotel and WHATS THE BEST MODEL FOR INTERNATIONAL 7ESTERN COUNTRIES SO PAID IN RESTAURANT CHAINS WHEN SUCCESS 7E ASK OUR PANEL OF EXPERTS FULL MEMBERSHIPS ARE ADVISABLEv YOU CONSIDER THE HEALTH AND !RE THERE ANY LESSONS TO l TNESS INDUSTRY THERE ARE FEW BE LEARNED FROM MAJOR GLOBAL IF ANY BRANDS THAT HAVE BEEN HOTEL CHAINS WHICH SEEM TO TRULY SUCCESSFUL ON A GLOBAL SCALE "UT ITS NOT ONLY COMPANY OWNED HAVE ACHIEVED INTERNATIONAL EXPANSION !FTER A PHASE OF RAPID EXPANSION SEVERAL OPERATIONS THAT HAVE STRUGGLED FRANCHISES EVEN IN VERY NEW MARKETS RELATIVELY YEARS AGO &ITNESS &IRST MIGHT BE THE CLOSEST HAVE TOO #URVES FOR EXAMPLE n ONCE EASILY /R IS THIS BECAUSE THEIR CUSTOMERS A BRAND HAS COME TO ENJOYING THE l NANCIAL AMONG THE FASTEST GROWING FRANCHISES IN TEND TO BE GLOBAL TRAVELLERS RATHER THAN REWARDS OF MAJOR GLOBAL EXPANSION 4HE THE WORLD n HAS SEEN ITS ESTATE SHRINK LOCAL !RE THE CHALLENGES FOR HEALTH CLUBS BUSINESS GREW AT A BRISK PACE ACROSS DRAMATICALLY OVER RECENT YEARS VERY DIFFERENT FROM HOTELS AS CLUBS MUST %UROPE !SIA !USTRALIA AND THE -IDDLE %AST 7AS RECESSION THE ONLY REASON FOR THESE ATTRACT AND RETAIN AN INDIGENOUS MARKET – the latter under a licence – reaching a BRANDS HAVING TO CUT BACK OR DID THEY #AN CLUBS BE GLOBAL AND LOCAL AT THE PEAK OF OVER CLUBS "UT IN RECENT YEARS JUST GET TOO BIG TOO SOON )S IT SIMPLY NOT SAME TIME AND HOW DO THEY ADAPT BRAND ITS SOLD ITS PORTFOLIO IN "ENELUX &RANCE POSSIBLE TO SCALE A l TNESS BRAND GLOBALLY AND SERVICE STANDARDS MANAGEMENT 3PAIN AND )TALY AND CLOSED A SIGNIl CANT !CCORDING TO 4ONY DE ,EEDE #%/ OF &IT SYSTEMS AND RECRUITMENT TO ENSURE THEIR NUMBER OF CLUBS IN THE 5+ N &AST IN !USTRALIA OPERATING IN OVERSEAS RELEVANCE IN CULTURALLY DIVERSE MARKETS
(/7 #!. &)4.%33 "2!.$3 "% 3#!,%$ ',/"!,,9 %-!), 53 (%!,4(#,5" ,%)352%-%$)!#/-
JOHN KERSH BRENT LEFFEL !NYTIME &ITNESS s 60 OF NeV s 0RESIDENT INTERNATIONAL DEVELOPMENT UR CHAIR -ARK -ASTROV HAS NTERNATIONAL EXPANSION IS RESOURCE “O BUILT FITNESS BRANDS IN VIRTUALLY “I HEAVY AND THE RISKS ARE HIGH AND EVERY MARKET IN THE WORLD AND THE MAIN EVEN SUCCESSFUL GLOBAL BRANDS IN WELL CONSIDERATIONS ARE ALWAYS THE SAME ESTABLISHED INDUSTRIES ARENT IMMUNE TO ,OCATION LOCATION LOCATION AND THE NEED FAILURE )N THE FRANCHISING AND LICENSING SECTOR EVEN THE LIKES OF TO LOCALISE THE BRAND n REGARDLESS OF WHETHER YOURE SELLING A "URGER +ING 3TARBUCKS 3UBWAY AND OTHER GLOBAL &" BRANDS HOTEL ROOM GYM MEMBERSHIP OR APPAREL HAVE BEEN FORCED TO PULL OUT OF NUMEROUS COUNTRIES 7E THINK BRANDED FITNESS CONCEPTS ARE SCALEABLE BY APPLYING 7HAT MAJOR GLOBAL BRANDS HAVE IN COMMON IS THAT THEYRE A NUMBER OF KEY PRINCIPLES MAKE STRONG REAL ESTATE SELECTIONS ACTUALLY A COLLECTION OF LOCAL BRANDS WOVEN TOGETHER WITH AND USE THE BRAND TO CREATE @SENSATIONALISM IN THE LOCAL MARKET UNIFYING SYSTEMS PRINCIPLES AND MARKETING 4HEYRE BOTH BUILD AWARENESS AND ATTRACT THE BEST STAFF GLOBAL AND LOCAL AT THE SAME TIME 4HE FITNESS INDUSTRY IS NO 2EMEMBER THAT WHILE THE BRAND MAY BE THE THING THAT DIFFERENT AND THE ECONOMICS OF THE BUSINESS MODEL ITSELF CAN FIRST BRINGS THE CUSTOMER THROUGH THE DOOR ITS THE CULTURE BE SIGNIFICANTLY DIFFERENT ACROSS BORDERS AND ENERGY OF A CLUB AND ITS POINTS OF DIFFERENTIATION SUCH AS 4HIS IS WHERE THE FRANCHISE MODEL EXCELS &RANCHISEES APPLY PROGRAMMING THAT KEEP THEM COMING BACK THEIR CULTURE AND PERSONALITY TO THE BUSINESS AND GO TO GREAT 4RANSPORT YOUR BRANDS CULTURE AND ENERGY SO IT RESONATES LENGTHS TO LOCALISE THE OFFERING TO APPEAL TO REGIONAL DIFFERENCES WITH THE LOCAL MARKET /NE STRATEGY IS TO CREATE AN ONLINE 5LTIMATELY GLOBAL EXPANSION IS NOT FOR THE FAINT OF HEART COMMUNITY FOR MEMBERS INSTRUCTORS AND TRAINERS TO DEVELOP A OR THE UNDERCAPITALISED &OR A FITNESS COMPANY TO GAIN GLOBAL LINK BETWEEN THE GLOBAL BRAND AND THE LOCAL NEIGHBOURHOOD SUCCESS IT WILL NEED TO FIND GREAT LOCAL PARTNERS IN FOREIGN 4HE FITNESS BUSINESS IS ALL ABOUT PEOPLE AND .E6 IS FOCUSED MARKETS WHO SHARE ITS $.! BE OPEN TO ADAPTING ITS MODEL TO ON ALIGNING WITH THE RIGHT PARTNERS GAINING LOCAL CONNECTIVITY LOCAL TASTES AND BE FINANCIALLY PREPARED FOR THE PROCESS TO TAKE AND ACCESSING THE @INFLUENCERS 7ITHOUT THIS GLOBAL EXPANSION LONGER AND COST MORE THAN PLANNED” OF A FITNESS BRAND WILL FAIL”
28 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2013 © Cybertrek 2013 Can fitness operators learn from global hotel brands, or are the challenges very different? © SHUTTERSTOCK.COM/ANDRESR
TONY DE LEEDE SCOTT LLOYD Fit n Fast s CEO David Lloyd Leisure s CEO
lobal expansion in the fitness s DLL specifically operates much “G industry is fraught with “A larger, family-type facilities, our difficulties, and there still hasn’t been a property, development and capital needs big name that’s sustained major growth for expanding globally are going to be very in overseas markets. different from, say, the budget clubs. Fitness First was probably the closest that a large, company- Firstly, our lead times will be much longer, but once sites owned group came to achieving significant global expansion, are established they become quality assets delivering strong but each of its international regions went through their own returns in high profile locations. As they are large, they also highs and lows. In the first eight years, Fitness First Australia benefit from their own economies of scale and so are less experienced amazing growth, accounting for a high percentage of dependent on the local infrastructure in this respect. the group’s overall profits from a 25 per cent share of the total We want our future scaleability in global markets to more clubs. Since then, the new owners have sold off around 20 per closely follow the funding and development models of the cent of the clubs, with a consequent reduction in overall profits. four- and five-star hotel chains. This model, which is still a new Obviously there are major challenges around working in concept for the fitness sector, brings together management different languages and cultures. This is where you would think contracts and property investment partners in local territories. the franchise system might be more successful than a fitness While brand and operational standards can be replicated business with company roots, as franchisees tend to be local quite easily, tapping into local investment knowledge is key. people who are close to the community and work extremely There’s the added benefit that investors will tend to approach hard at their business. And yet franchise fitness models also us with the best opportunities, rather than us having to put seem to have failed at a fairly strong rate around the world. manpower on the ground to find the right places. I feel that, because we’re still a very young industry, there’s Where the model differs from the hotel chains is that, while no real history or consistency we can point to where we can those businesses serve a travelling public, global fitness brands say: ‘This is how it’s done.’” must create strong member connections in all local markets.”
October 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 29 INTERVIEW EUROPE EVO FITNESS e’d love to do an Bård Windingstad and Peter Byman of Nordic operation interview, but you’ll “W need to come and Evo Fitness speak to Kate Cracknell about their small visit us. That’s the format club concept with PT and IT at its heart only way you’ll understand our concept.” So began my conversations with Nordic operator Evo Fitness earlier this year. Only by seeing the clubs for myself, they continued, would I be able to fully appreciate what they meant by ‘compact training’ – the new category of small footprint premium club that Evo Fitness believes it has invented. In spite of its affordable prices Evo was categorically not, stressed its founders, a budget offering. “This is our communications challenge,” added CEO Bård Windingstad. “How do we make it clear that ours are not budget clubs but boutique gyms?” Having heard the claim of ‘premium low- cost’ many times, I was intrigued to see what it was about Evo Fitness that had led its management to stake out new territory for the brand – so off to Oslo I went. ‘Compact premium’ Although the flagship site measures almost 600sq m, Evo Fitness sites Peter Byman: International development Bård Windingstad: CEO typically occupy a footprint of 450sq m, focusing primarily on residential areas. Compact: check. But what makes them premium? There’s a round leather sofa as you need of a wash. “We had one instance Certainly they all feature top of the enter each club, where members where the press latched onto this, but range equipment, mostly from Precor are asked to remove their outdoor the public came out in our defence,” says but with seven Technogym sites across shoes and store them on the shelving Windingstad. “Ultimately people want to the estate. But that in itself doesn’t make provided – only indoor shoes are work out with other polite members in a the clubs high-end: budget operators allowed in the gym itself. This is one pleasant environment.” also tend to invest in quality equipment of the ‘feelgood rules’ which are So what happens if members don’t that stands up to intensive use. explained on collaboratively-worded follow the rules? “We stop their There is, however, a sense of calm and notices in the clubs – other rules memberships,” says Windingstad. “In social etiquette in Evo clubs, resulting in include putting weights back and July for example, in addition to an atmosphere more akin to a high-end cleaning machines after use, keeping cancelling the memberships of anyone club than a busy budget gym. There’s no belongings in a locker, keeping noise who hadn’t paid, we threw out 20 frenetic feel and noise levels are low. The levels low, and not hogging equipment. members who didn’t follow the rules. décor itself is also soothing, with lots of Evo has also paid attention to a sense We want to attract the right sort of wood and earthy tones throughout. “We that’s often overlooked: smell. Lockers members to ensure everyone using our wanted to create a space where people are located outside the changing rooms gyms has an enjoyable workout.” felt comfortable, so we used an interior so the changing facilities themselves don’t designer who usually only works on smell, and PTs will even diplomatically Driving loyalty private homes,” says Windingstad. speak to members whose gym kit is in The sense of calm in the clubs has been reinforced by a strategic decision not to overcrowd the gym floors. Windingstad “In a market such as Norway, where the cities are explains: “We analysed 200,000 individual small, a high churn rate just doesn’t work” training sessions to determine the characteristics that distinguish members who leave from members who stay. Some of it was predictable: older people and
30 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2013 © Cybertrek 2013 PT is currently booming in Norway, while group exercise is falling
EVO FITNESS – facts & figures
Founders: Bård Windingstad, Peter Byman, Kim Jordsjö Number of clubs: Set to reach 36 or 37 in Norway by the end of 2013, plus three in Finland First club launched: 4 January 2010, in Oslo Monthly membership: NOK295 (£32, €37) in Norway, and €39.90 in Finland. Joining fees are NOK100 and €10 respectively Positioning: ‘Compact training’
October 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 31 INTERVIEW
Compact training: Evo Fitness typically offers 60 pieces of equipment in a 450sq m club
regular exercisers are more loyal. So are members who were introduced to the club by their friends, members who use more than one of our clubs, and members who freeze their memberships – that’s possible for up to six months. “But the really interesting finding related to occupancy levels. We found that we could measure members’ likelihood to churn based on how many other members worked out at the same time as them. The risk of drop-out was higher when there was only one other member, more or less consistently falling from there until it reached the optimum level – for our 60-station sites, that proved to be 35 other people. After that it began to go up again, because availability of equipment began to drop – and customer satisfaction with it. “But our model means we only need 750 members to break even – going forward our goal is to get that as low as 400 – so it’s not a volume game for us. In a market such as Norway, where cities are small, the high churn model just doesn’t work in any case. “We’ve worked out that anything code that’s valid for 28 days. Within often falls down on its service standards, over 1,600 members isn’t actually more those 28 days, they must sign up to one that’s not to be sniffed at – Evo profitable for us, because we have of three weekly inductions where they’ll members know what they’ve bought to replace more lost members, plus be given their RFID key – activated into, and it’s delivered consistently. costs such as cleaning also go up. We either online or via the member’s “We appeal to a wide range of people, therefore cap numbers at 1,700.” mobile phone – to access the club. from CEOs to celebs, young professionals “Members manage their whole to educated families,” says Windingstad. USP #1: IT membership online, from joining and “What unites them is that they’re all well “Our model revolves around two key leaving to booking PT or checking their educated and could easily afford a high- elements: PT and IT,” continues payment history,” says Windingstad. “We end, full-service club – many of our gyms Windingstad. But while many clubs – have 30,000 members supported by 0.5 are located right next to such clubs – but notably the budget operators – use of a customer support person at HQ.” they choose to come to us. We give them technology to streamline processes and Meanwhile the access gates are just what they want and we reinforce this with cut costs, the way Evo Fitness has part of a hi-tech security system in all brand standards that focus on reliability, incorporated IT takes it up a notch, sites, with CCTV and emergency call honesty, dedication, value and quality.” actually adding to the premium feel with buttons to speak to security at any point. He continues: “We were inspired by a cool, gadget-like approach. The security company also goes to all three brands: ‘the engineer’ IKEA, ‘the Even if you’re not a member, you can clubs twice a day, unlocking the doors at inspirer’ H&M and ‘the rebel’ airline turn up at any club and immediately get 5.00am and, at midnight, checking and operator norwegian.com. We were a day pass access code for NOK150 closing the clubs for the night. “We will more of a rebel when we first launched, (£16, €13) by texting DROPIN to 2040 spend NOK10m (£1.01m, €1.27m) on challenging the norms: why do you have – Evo has signed deals with all of the security in 2013,” says Windingstad. to offer a pre-joining tour, why do you mobile networks to facilitate this. need reception staff, why do weekend But as monthly membership only The ‘inspiring engineer’ opening hours have to be limited, why costs NOK295 (£32, €37), it makes All of this will appeal to those who like do members have to pay for facilities financial sense to join – and this is done their gadgets, but the other customer they don’t use? But now we position exclusively online, as Evo employs no benefit is speed and efficiency of service. ourselves as the ‘inspiring engineer’, sales staff. The moment someone signs That service may not be delivered by live offering an uplifting environment where up, they receive a text with an access staff, but it works. In a sector that so everything just works with no fuss.
32 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2013 © Cybertrek 2013 It takes a machine this tough to produce a towel this soft
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Signs placed around the clubs reinforce the ‘feelgood’ rules and encourage members to be considerate
“We don’t over-promise, there are no ‘get fit guarantees’, and we’re not trying to be the centre of our members’ universe. We just do what we do well. We focus as much on what we don’t do as what we do do – we have no childcare and no group exercise, for example, as it just wouldn’t be cost-effective in our model, which focuses on driving as high a yield as possible per square metre. “We’re flexible too: members can cancel at any point, even the last day of the month, effective from the following equate to as much as 80 per cent of agreement already signed: premium month. We don’t make it hard for them the membership-based income. “PT is health club operator Fressi will roll out to leave because we know they could booming in Norway at the moment, Evo-branded clubs in Finland alongside its well come back to us at some point: in while group exercise is falling. If PTs put 11 full-service facilities, with plans for 25 our exit survey, 90 per cent of departing in the hours, they can make very good sites over five years – an opportunity for members rate us between four and six money indeed,” says Windingstad. the operator to broaden its business base. out of six for overall satisfaction.” “Because of this, we can be very Other possible markets are yet to be selective with our PT recruitment. We identified, but fitness penetration rates USP #2: PT want PTs with great people skills who will be one of the factors analysed. Although IT does much of the work that will happily talk to members, even if “We wouldn’t consider countries gym staff would normally do, Evo clubs they’re not their clients.” where the penetration rate is lower aren’t entirely unmanned: PTs must And from a business perspective, as than 2 per cent, as this is when the commit to certain shifts to ensure well as manning the club, the PTs also market is just beginning and progress is there’s someone at the club most of the help drive loyalty. In mid-2012, Evo Fitness slow,” says international development time, although they can then do as many profiled its members to identify likely director Peter Byman. “Between 2 per additional hours as they want. lapsers. It then ran a lottery, offering cent and around 8–10 per cent, growth PTs also have to take responsibility prizes of six PT sessions to be taken over is driven by the premium sector. It’s for the club, which isn’t something the course of two months, with many of after this point that the market changes, they might normally expect in their the possible lapsers among the winners. exploding into a number of different job description. They must ensure “By the end of the two months, winners models based on segmentation, which the club is clean at all times (cleaners previously identified as possible lapsers allows the market to grow again. This is also come in twice a day), the air were half as likely to churn as those in where the opportunity lies for brands conditioning doesn’t smell, the sound lower-risk groups,” says Windingstad. such as Evo Fitness.” is at a comfortable level, equipment is “This reinforces our exit survey data: But there will also be more owned working, and there aren’t bottlenecks or people do mostly leave because they’re sites in Norway. By the time of my visit queues for the kit. “We compare it to not getting results, or don’t know what to in mid-2013, Evo had opened 30 clubs in chefs looking after their kitchen,” says do, and PT can help address this.” 37 months and was set to reach 36 or 37 Windingstad. “If everything in the gym by the end of the year. The longer-term is in order, the PTs will be able to run Future plans aim is to reach 65 owned clubs by 2016. better sessions and be more successful.” Off the back of its success, Evo Fitness There’s also a desire to broaden the In return, PTs are entitled to hold has just launched a franchise offering offering, as Windingstad explains: “We on to a significantly higher proportion which will be the focus of the brand’s want to move from fitness facility to of their income than is the norm. And expansion going forward – certainly fitness facilitator, running outdoor the member profile means there’s a internationally, but also potentially activities in the summer and using good uptake of personal training: in within Norway. technology to build communities 2013, the top-performing clubs are Evo aims to sell franchises in clusters and encourage members to exercise expected to bring in PT revenues that rather than single sites, with the first outside of our clubs.” Evo Fitness certainly seems to be setting its ambitions high – and with “PTs take responsibility for the club. In return, good reason, judging by its performance they hold onto a higher share of their income” to date. So what’s the secret of that success? Windingstad smiles: “Ultimately we have no secrets apart from hard work and good technology.” O
34 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2013 © Cybertrek 2013 Available in print & online
HEALTH CLUB MANAGEMENT HANDBOOK 2O14
The 10th edition of the Health Club Management Handbook is now being distributed. The handbook is a comprehensive guide and reference tool distributed to industry operators, buyers and suppliers and available at leading industry events, LIW, IHRSA, FIBO & SIBEC.
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Q Multiple listings of all industry suppliers by: Q Who’s who? of key industry personnel Q A-Z in the UK and Europe: Q Phone book Q Private sector operators Q Web address book Q Public sector operators Q Product selector Q Industry organisations
Q Company profi les including key information, Q Features and reference material contact details, images of products and Q Predictions for 2014 from key industry fi gures a picture of your company contact QConsumer and industry trends for 2014 Q Vertical strip adverts in the address book section Q Industry statistics ORDER YOUR COPY NOW! Q Development pipeline – details of forthcoming projects across the sector call: +44 (0)1462 431385 email: [email protected] Q Diary dates – a guide to all industry events, shows and networking opportunities
The Health Club Management Handbook is available POWERED BY to purchase at £30 per copy and all content will be ÀWQHVVNLW.QHW available online at www.healthclubhandbook.com The search engine for fi tness buyers Brought to you by Health Club management magazine BUSINESS MODELS SPECIALIST vs GENERALIST
What will be the future of the traditional full-service club in the create something that’s able to inspire a defi ning passion in people. face of the growing microgym market? Kate Cracknell reports But how many health clubs can really claim to achieve this? How many ith their specialist, high- known as Generation Y and still a core members are genuinely passionate about energy offerings that draw market for most fi tness operators – going to their gym? a loyal crowd, microgyms suggests that what this audience wants W have, it seems, tapped is daily stimulation. Defining microgyms into the zeitgeist. According to the “For Generation Y, it’s not just Step forward the microgyms, the latest UK Monitor report – produced about adrenaline-fuelled experiences. growing number of specialist studios by global trend and research experts Rather, they’re seeking more personal that aim to inspire precisely this sort of The Futures Company and published experiences that offer them some enthusiasm in their users by specialising in December 2012 – gone are the days meaning, such as curating and sharing in the activities people are most when people’s sense of identity was their own Pinterest page built around passionate about and delivering them defined by their job, their location, their individual interests,” says Amy with panache – allowing them to charge their upbringing… Nowadays, 62 per Tomkins, associate director at The a premium for the privilege. cent of Brits believe it’s their personal Futures Company. We have of course seen standalone passions that define who they are. All of this is good news for the health pilates, vibration training and PT studios And people are looking to inject and fi tness sector – indeed, for the for years – so how does the microgym some of that passion into their everyday leisure sector as a whole – but only if differ? What defi nes a microgym, and lives. The Futures Company’s work on it can create the sort of personalised what’s its secret ingredient? Millennials, for example – people aged experiences that today’s audience “Microgyms or boutique gyms, as they between 18 and 32 years, otherwise is seeking. In short, the sector must are being called, are almost exclusively
36 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2013 © Cybertrek 2013 PHOTO:HAURISSA ANDREW
To date, many of the successful group activity-based studios that have launch. Meanwhile, independent cycling microgyms have focused on cycling created an authentic fi tness experience microgyms have been rapidly popping up through a combination of unique classes, across London in recent months. refi ned studio environments and top Mills continues: “Many microgyms an identity – to belong to a tribe but still instructors,” says Phillip Mills, CEO of have built very strong consumer feel like an individual. “For this group, it’s Les Mills International. propositions and brands, from about standing out while fitting in,” says “Every class is almost like a Broadway CrossFit to SoulCycle to HIT-based The Futures Company’s Tomkins. show,” adds Elena Lapetra, international Orangetheory Fitness.” So strong, in By focusing on delivering one specifi c sales manager at Schwinn. “There’s fact, that SoulCycle is able to charge activity – something that will unite a theme, a script, a well thought-out US$34 a class – and more if you want to all attendees in their enthusiasm for soundtrack and a superstar instructor book into a popular timeslot. it – all wrapped up in a ‘cool’ package, who shines through and who’s paid So that’s the microgym – but who do the microgym delivers against these accordingly. There’s also excellent these clubs appeal to, where can they apparently contradictory needs: in marketing pre- and post-event, all succeed, are there specifi c activities creating a loyal following, and with it a targeting a specifi c audience.” that particularly lend themselves to this sense of tribe, the microgym helps people It’s been in the area of indoor cycling format, and does this specialist model fi t in, while its cool vibe simultaneously that we’ve seen the most microgym pose a risk to the ‘generalist’ full- meets the “standing out” requirement. activity to date: Mills has been drawing service offering? But could the format be used to reach attention to the likes of SoulCycle for new audiences? “To date, microgyms some time now – the highly successful, New audiences have predominantly targeted the younger high-end indoor cycling studios The formula of the microgym generation who want exercise to be operating in US cities such as New York, unquestionably appeals to the mindset of a social experience in a group setting,” and now rumoured to be eyeing a UK the Millennials, with their need to form says Mills. “However, it’s likely other
October 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 37 BUSINESS MODELS
Les Mills clubs charge a booking fee to consumer segments will be targeted Mills adds: “The majority of guarantee a spot in premium classes in the future. In fact, what some may successful microgym chains have consider the original microgym concept – typically focused on urban hubs such as Curves – targeted an older demographic.” New York and Los Angeles. However, narrow activity on offer in the microgym “Microgyms have the potential to we’re beginning to see new players – and could look for variety, naturally appeal to all sorts of people and bring such as Kosama and Orangetheory leading them to more full-service clubs.” in brand new audiences if the timetable, Fitness – focus on smaller cities. David Minton, director at The Leisure the marketing and the coaches are “And microgyms have grown rapidly Database Company in the UK, agrees: “I managed correctly,” agrees Lapetra. in recent years, particularly in the love these so-called ‘microgyms’ as they “They need to be specialised, but US market, often through adopting offer a product and experience people without being so specialised that they a franchise model. For example, value and are prepared to pay a premium only appeal to one market,” adds David Orangetheory Fitness launched in 2010 for. These same people become Cooper, operations director at Gymbox. and has already awarded over 130 ambassadors and spread the word “With a unique product offering, I franchises across the US and Canada, very quickly. This adds real value to an think microgyms will be successful in while CrossFit was founded in 2000 and industry that’s been lacking disruptive pulling new customers into the industry, now has over 6,000 affiliated CrossFit innovation for too long. My current especially those who have preconceptions ‘boxes’ across the globe.” favourites are Boom!Cycle in Shoreditch of gym workouts being boring.” And Mills believes the emergence and Heartcore in Notting Hill.” of virtual classes could now make Not only that, but as Mills explains: Location, location, location microgyms even more widespread. “Unlike budget gyms, the growth of the But would the model work outside of “Virtual classes will be a disruptive microgym has not negatively impacted major cities? Cooper suggests perhaps force and will facilitate microgyms – a traditional clubs. That these clubs have not yet. “Until the concept matures, it couple of instructors could run a grown without eating into traditional will stay in the major cities rather than microgym with the help of virtual membership rates suggests that either spreading to provincial towns,” he says. technology,” he observed at this year’s a new breed of consumer is being But Lapetra believes there’s scope ukactive FLAME conference. welcomed into the fitness industry, or for a broader geographical spread: “I those with gym memberships are also believe we’ll see more and more Friend or foe? adding a microgym experience.” microgyms opening outside the wealthy, “While the rise of the boutique health But will this be the case going high footfall areas of London, with new club might cause concern to mainstream forward? People’s buying habits are models targeting new markets and new operators, I feel this could be turned on already shifting – witness the growth in cities. In the US, we’ve already seen its head,” says fitness industry consultant ‘pay as you go’ fitness facilitated by the newcomers challenging the original Dean Hodgkin. “The hip marketing likes of payasUgym and Fitness Freak. model from SoulCycle and Flywheel campaigns that accompany the launch of With the help of technology such as Sports, and I think we’ll start to see all the trendy specialist clubs may well stir fitness apps and heart rate monitors, that in the UK a lot sooner than many interest in a different consumer than our consumers are also increasingly willing to people anticipate, with some really traditional approach to member take fitness into their own hands. Going interesting concepts being launched. recruitment achieves. forward, they may therefore choose to These are exciting times – a wake-up call “If these people develop a regular fitness pay only for premium, specialist delivery for existing gyms to up their game.” habit, they may become bored of the of the activities they love the most, “WE’LL SEE MICROGYMS OPENING OUTSIDE OF LONDON’S HIGH FOOTFALL AREAS, WITH NEW MODELS TARGETING NEW MARKETS AND CITIES”
38 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2013 © Cybertrek 2013 GET A LES MILLS GRIT® TEAM IN YOUR CLUB
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taking control of the rest of their PHOTO:HAURISSA ANDREW classes – and they always sell out, exercise routine themselves. so everyone books. Given that our “As personal budgets and incomes studios hold 30–60 people, that have become tighter, consumers soon adds up and allows us to pay are reassessing their spending for superstar instructors.” habits. They’re looking to protect Meanwhile, in the UK, David their spending on the things that Lloyd Leisure has announced an matter most to them, and as a exclusive deal with Orangetheory result may even be willing to pay Fitness to roll out its HIT-based more for products and services workout in its DL Studio personal that target specific health needs training venues. And in Australia, or passions rather than opting Fitness First launched The Zone in for more generic solutions,” says Sydney this summer – a purpose- Radha Patel, associate director at built club dedicated exclusively to The Futures Company. group exercise, with anything up If this is the case, might to 100+ classes a day across its six traditional clubs be forced to zones – proving that even multi- review their pricing structures club operators can get in on the to remain competitive, offering microgym trend. a range of ‘pay for what you use’ Operators might even consider packages, for example? Might it partnering with third-party once again be the budget clubs that specialists to deliver boutique do well, holding on to the ‘gym only’ offerings in their sites – in much segment while the microgyms take the same way that space is already Fitness First Australia recently launched The on ‘cycling only’ etc? Zone, a group exercise-only site in Sydney allocated to external businesses In the long run, operators must such as Costa Coffee – to ensure surely adapt or risk losing members that any members who do want this as the microgym sector continues to grow. by ensuring all aspects of their gyms sort of offering don’t look elsewhere, “Members want innovation and and group/studio programmes remain and still see it as part of their club. convenience, not inflexibility, and they innovative in their own right.” “As more and more people use only want to pay for the services they Doyle Armstrong, product specialist microgyms, setting high expectations use,” confirms Mark Botha, operations at Indoor Cycling Group, agrees: “I of fitness facilities, we will need to director at Fitness First Middle East. think the microgym trend will make ensure we’re on top of the game when “The industry should move fast on this, other operators look at how they it comes to delivery,” says Hodgkin. otherwise a lot of freelance concepts provide group exercise and encourage “We should be striving to offer ‘clubs will spring up, fracturing the market.” them to invest in this area, especially in in clubs’ whereby, for example, our the education of their instructors. For bootcamp classes at least match BMF Applying the learnings many clubs, the current quality of class for creativity, our HIT sessions keep But how might traditional full-service delivery needs to be addressed.” pace with Orangetheory, and our clubs adapt – what are the options While it might not be feasible to raise cycling studios are equipped with the open to them? Is the microgym the entire offering of a full-service club technology to generate an excitement offering something they can learn to the high standards of a microgym, if equal to that of Boom!Cycle. from, or indeed replicate – and operators can identify the activities that “Ultimately staffing, equipment, décor would they even want to? drive the highest levels of loyalty and and hype are all within our control.” “I struggle to see how the new passion among members, they could generation of group exercise-only create a series of premium ‘club in club’ Clubs in club venues will ever be more than a niche experiences around these. In doing so, Communication of the offering will market,” says Michelle Bletso, group Mills believes traditional operations can become more important than ever as exercise development manager for latch onto the microgym trend. things become increasingly fragmented, Everyone Active. “Very few of our However, he believes most clubs are ensuring members understand the members do just one type of exercise, currently falling short of where they need options, the price implications, and combining gym with classes, swimming to be to do this: “When it comes to team crucially why they should pay for premium with group cycling. training, microgyms get it right – why sessions on top of their monthly fees. “As an industry, we advocate a can’t generalist gyms? You have to create Nevertheless – whether to counter variety of training for all-round fitness, boutique spaces within your clubs, and any threat microgyms might pose, and we should offer that variety in you have to do it just as well as the niche or simply to capitalise revenue- and one place to allow people to cross- gyms. Then you can charge a premium.” retention-wise on this trend – we train effectively and time-efficiently. For example, Les Mills clubs in New could start to see the generalist The future of fitness, I’d suggest, is Zealand incorporate in-house, boutique club effectively becoming a series of full-service fitness done well: this will cycling studios that generate additional smaller ‘clubs within club’ in the future, prevail over more niche offerings.” revenue for the club. “Team training developing cutting-edge offerings Nevertheless, even Bletso feels strategies that work include the ‘free to meet the wishes of the distinct there are learnings to be taken from unless you want to reserve a space’ tribes that exist among a full-service the microgyms: “Multi-purpose approach,” says Mills. “We charge NZ$5 membership, and with it creating an operators can learn from the trend per person to book a spot in our cycling offering worthy of members’ passion. O
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©2013 Core Fitness, LLC, dba StairMaster. All rights reserved. TreadClimber is a registered trademark of Nautilus Inc. www.stairmaster.com RETENTION What’s in a name?
In the first part of a new series, Dr Paul Bedford takes Multi-site operators Multi-site branded chains do not, a look at the impact of brand on member retention however, fare well when members are looking for a second club to join. In our research, seven out of 10 new hat are the key factors In the health and fitness sector, the members surveyed said they had that influence a member’s most obvious demonstrations of brands previously been members of another W behaviour? In a new series are usually considered to be the multi- gym. In order to identify what for Health Club Management, site operators, particularly from the operators can do to retain members, we will explore the findings of a brand private sector, but local authorities, we began to explore why members new retention study designed to offer trusts and other public sector operators left their previous club and how they insights into why members behave in also have a brand – and our research chose their next club. certain ways (see p43 for more details). indicates that ‘brand’ plays a big part in Those surveyed reported that, while This first feature will explore the members’ initial decision to choose one on the surface the branded club appears attitudes, beliefs and factors influencing operator over another. to offer much, in practice it does little to people’s decisions to join and remain at differentiate itself from other operators. a health/fitness club in regards to brand. First-time exercisers While members will leave one brand and Future articles in the series will focus Brand was a key factor for all of those join another, it’s not actually the brand on a broad range of factors that affect who were starting exercise for the first that’s the deciding factor. retention, such as how people select time. Location and cost remained the “I’ve been a member of five clubs a health and fitness club in the first largest factors in the decision-making now,” said one respondent. “At first, place, quality of the offering, perceived process, but beyond that brand was I went for one of the big brands that value for money and the importance of a key consideration when choosing you see advertising in the papers and community – including social media and which club to join. at the station. When I moved job, I had members’ sense of connectedness. Members surveyed described feeling to look for another club and I noticed more confident in a branded exercise that, apart from the branding, what The importance of brand chain, particularly in its ability to was on offer was very similar.” Another The term ‘brand’ has been adopted to deliver the results they were looking observed: “I thought, if they were that mean the features of a company’s for. Branded chains were also perceived well-known, they must be good, but on products or services that differentiate as being socially acceptable places to reflection it wasn’t that different from it from another company’s products exercise. Feedback included: “You can tell the council gym down the road.” or services. The brand of a business people at work you’ve joined X club and These sentiments were common in is an intangible asset that’s managed they don’t think that’s unusual or odd,” our research. Members who left one or controlled in a way that supports and: “I would think more of my employer club and joined another felt that, once the ethos and the identity of the if they had a corporate deal with a chain they had something to compare them product or the service. than a little club round the corner”. to, the branded chains were really no different from the independent clubs or public sector offering. The independents Those who are new to the health club experience are, it seems, attracted to the branded multi-site operators. However, when seeking a new club, brand becomes less important, with products (gym, classes, pool) and the experience being the factors seasoned gym- goers use to make their decision. Independent operators that make effective use of branding – creating a strong USP – fare better in the long term than the multi-site operators. Seven out of 10 members surveyed had once belonged to another gym It appears that the ability of these operators to communicate a relevant
42 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2013 © Cybertrek 2013 For the study, members were interviewed while they were working out ALL PHOTOS: © SHUTTERSTOCK.COM ALL PHOTOS:
RESEARCH METHODOLOGY
he research on which this series of articles will be while they were working out, to try and understand their based was conducted over the space of 18 months deeper motivations for exercising. T from 1 January 2012 until 31 June 2013. From an initial sample of more than 5,000 members, The study used both quantitative and qualitative methods to 1,040 interviews were conducted, including videos. Each gain insight into member behaviour, particularly in relation to member surveyed had held at least two different health club increasing retention, reducing attrition and improving member memberships, and between them had accumulated a staggering loyalty. The methodology used allowed us to build a picture of 6,500 years of membership. The study samples mirrored the why members stay, as well as why they quit. make-up of the UK market: private health club chains (25 per Current research on consumer behaviour is leaning towards cent), independents (25 per cent), privately managed public research while individuals are consuming or buying the goods facilities (17 per cent), trusts (17 per cent) and those under local and services they desire, rather than asking them to predict authority management (16 per cent). Focusing on a broad range their behaviour using focus groups or recalling their motives in of topics, the results were then narrowed down into actionable questionnaires. We therefore interviewed health club members points that club operators could adopt and implement.
October 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 43 RETENTION
message to prospects is what sets Changing hands them apart. They are usually more This should also be considered in the niche, or at least with a bias in their private sector when operators merge offering – for example, even if they businesses – over the past 10 years, offer both gym and studio, their focus we’ve seen a number of mergers and will be more heavily on one than the acquisition of health club chains and the other – and that’s reflected in the selling off of individual sites by chains. branding, as well as the service and As previously stated, members use products delivered. location and cost as primary decision- “I joined here because there’s a strong making factors when choosing a club. class programme,” said one respondent. However, if the club delivers against the “The quality of the teaching is superb. member’s expectation, loyalty to the You get a sense that everyone’s here for brand will be built up. When that club is the same thing, so it feels more like a sold to another operator, much of the club than the places I’ve gone to before.” loyalty that has been generated by the It appears that, to get what they want, outgoing operator is suspended until the these members are also more willing to new operator is able to demonstrate travel further and spend more money. that what they deliver is as good as, or better than, what went before. Public sector perspective The problem is that expectations Interestingly, those who have always are generally raised by the incoming been members of public sector facilities operator far beyond what will actually used the same criteria for joining as be delivered, which creates a level of those who joined private clubs, with one dissatisfaction among the members. For Pool additional consideration: “Are the people example, promising a steamroom and not Image courtesy of Portrait Pools Pool who use the facility the same as me?” delivering on that makes the member feel Image courtesy of Portrait Pools Pool However, the public sector fares less as if the steamroom has been taken away, Image courtesy of Portrait Pools well than the private sector when it even if they never had it to start with. comes to branding and its impact on “They said they were going to retention. Even when a public sector refurbish the club. What they should facility switches operator, those using have said is that they were going to paint the facilities are generally unaware that some of the walls and put up a new sign,” Spa any changes made are usually down to commented one of our respondents. Image courtesy of Allseas Spas Spa the change in operator. When new business methods are Image courtesy of Allseas Spas Spa They are not attracted to the facility introduced and/or restrictions on Image courtesy of Allseas Spas in the first place because of a branded existing behaviours are imposed, name; indeed, many are unable to name members react very negatively towards the operator who manages their facility. the brand. They’re not interested in the When told that xyz is the new operator, fact that the club they joined was failing they recognise the name and even the and would have gone out of business if Sauna logo, but consider this a rebranding, not it hadn’t been sold to another operator. Image courtesy of Dundalk LeisureCraft Sauna a change in operator. The challenge is Any changes perceived to be of benefit Image courtesy of Dundalk LeisureCraft Sauna that the building retains the same name to the operator at the expense of the Image courtesy of Dundalk LeisureCraft and many of the staff, who simply shift member – fewer classes, an increase their employment from one operator in fees, change to the café menu, time to another. To many of the members, it restrictions on parking – are all viewed just looks like a uniform change. as negatives. This appears to also When service levels are improved as a increase the members’ awareness of result of the handover, with investment other problems at the club, all of which Wellness in the facilities and equipment, there they blame on the new operator. Image courtesy of Portrait Pools Wellness is a benefit to the new operator in the It’s not uncommon for these users to Image courtesy of Portrait Pools Wellness Image courtesy of Portrait Pools form of goodwill. However, this is also retain membership due to location, but achieved when the existing operator rate the new operator more negatively. does the same. When improvements are For example: “I didn’t ask to join xyz. In made, operators must focus on ensuring fact, I chose here because it wasn’t xyz. this is attributed to the brand and not Now they’ve changed everything and it’s only to those delivering the services. not as good as it used to be.”
“PEOPLE WHO HAVE ALWAYS BEEN MEMBERS OF PUBLIC SECTOR FACILITIES USED THE SAME JOINING CRITERIA AS THOSE AT PRIVATE CLUBS”
19 19 October 2013 © Cybertrek 2013 19 STRENGTHEN YOUR BRAND AND RETAIN YOUR MEMBERS USING:
Manage processes to improve retention
Fully automated email and SMS
NPS SURVEY+
Collect customer feedback to fuel growth in your business ALL PHOTOS: © SHUTTERSTOCK.COM ALL PHOTOS: Lack of USPs: Do offerings really differ signifi cantly from club to club? TRP’s software is an integral part If staff previously employed at the much difference in what’s being offered club are kept on, their negative attitudes by the public and private sectors. of measuring and towards the new operator can also rub Single-site operators appear to managing member off on the members – complaints about have used branding most successfully, changes in working conditions, colour particularly where they’re able to retention. If you and style of new uniforms, reductions in link their branding to their offering total staff numbers and so on. in a distinct way – creating a niche by are serious about delivering a certain type of product or keeping people Branding through results catering for a certain type of customer. Overall, it appears joining a health club In general though, while operators have active then you can is more acceptable now, particularly as a tried to distinguish themselves through only demonstrate fair proportion of the population has their member experience, thus far few joined at one time in the past. brands stand out suffi ciently to impact that seriousness by This can in large part be attributed on member retention. Branding will only using software. to the big health club chains and drive true loyalty when members believe their ability to use branding to make they are much more likely to achieve their Stuart Martin, Active Nation the public aware of their businesses. goals with one operator over another. O However, members of these multi-site operators report that, in spite of their strong brand presence, the offering Paul Bedford PhD has worked in itself doesn’t differ signifi cantly from the fi tness industry for more than that of other operators. 20 years. His business, Retention Similarly, while the public sector has Guru, helps health club operators raised its game in terms of facility design, increase retention, reduce attrition products and services – meaning they’re and improve member loyalty. much more likely to be considered a Email paul-retentionguru.co.uk How can we help you viable alternative to the branded multi- Twitter @guru_paul delight your customers? site chains – members struggle to see Linkedin Paul Bedford www.theretentionpeople.com
October 2013 © Cybertrek 2013 0845 621 2001 45 ADVERTISEMENT PROMOTION
CONCEPTUALISATION
Translating clients’ wish lists Follow the series
into a viable scheme that’s well 1. Scoping / Investigation conceptualised from the start 2. Conceptualisation is a fundamental part of the 3. Viability assessment 4. Full feasibility Alliance Leisure process. 5. Site investigation Commercial director Paul 6. Fixed price contracts 7. Overseeing the building work Cluett explains the approach 8. Ordering phase 9. Client support What does Alliance Leisure see when confronted with a tired old leisure centre that needs help? and conceptualisation, to show them an We see space, opportunity and capacity exciting yet practical way forward. to generate new and improved revenues from activities which have a greater How do you begin to relevance to local communities You’ll conceptualise a leisure scheme? probably hear me say this more than After an initial meeting we’ll go off to once, but we’re dedicated to recognising start a desktop scoping of the project, the art of the possible, and making it a such as looking at demographics, reality for clients. commissioning a latent demand report, We view the physical space in an conducting a mystery shopper, etc. For objective way, carving it up and planning the visuals, we’ll develop a block plan, every sq ft in the most effi cient and which is similar to a mood board, with fi nancially viable way, whilst staying true different layers of imagery and statistics, to the objectives of providing facilities to start to give a much clearer idea to to all sections of the community. the client of what they could have. But we also look to create inspiring spaces within these parameters. Is this the point where you really The transformation Clients may be wary at the beginning, get to ‘wow’ the client? of Ramsgate Leisure constrained by preconceptions. It’s our It would be very easy at this stage to Centre incorporates job, through on-the-ground research give a really show-stopping presentation, new revenue generators
CASE STUDY – Ramsgate Leisure Centre, Thanet displaying all the amazing things a client could have in their project. But we ne of Alliance Leisure’s focused on just replacing the pool. But always start from the realistic viewpoint latest redevelopment once we got involved, the project of what they can really afford and then O projects – a £4m extension was refi ned over time, and the end conceptualise possible schemes from and refurbishment result was a consequence of great there. The last thing we want to do is of Ramsgate Leisure Centre in collaborative working between our take clients too far down a path before partnership with Your Leisure, Thanet team and the Your Leisure.” they realise they can’t afford to go District Council and lead contractor The end location of the through with it. ISG – was completed in July. redevelopment is actually close to Commercial director Paul Cluett residential (one of the reasons the How is your visualisation package says that Alliance Leisure’s early input client had at fi rst dismissed it as a used at this stage of the process? and ideas for re-orienting the scheme location). But by clever design to Obviously we intend it to inspire the helped maximise revenue-generating ensure reduced massing and visual client, some of whom might have been a options for the client. impact on neighbours, Alliance’s vision little sceptical about our proposals up to He says: “Initially it was thought the facilitated a successful scheme. this point. It’s not just to show them pool would be located in a different Cluett adds: “The conceptualisation how a finished scheme might look, but position, but this limited the capacity allowed us to introduce the revenue demonstrate in real terms how it will to add in the revenue generating generating elements, without which, work along the way, how it will be elements (spa/spinning/toning), as the scheme could not have gone ahead funded and delivered. the solution they fi rst considered was as the subsidy would have increased.” That said, the visuals we put together can have a powerful and persuasive
46 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2013 © Cybertrek 2013 COMPANY PROFILE PROMOTION
effect when clients present them to the What other methods do you use three feet to the right then we’re very various stakeholders, to engage their to communicate a concept? much on the wrong track! That’s for interest and support. They also assist The best way for clients to visualise a much further into the feasibility process. greatly with media relations. scheme is to take them to one of our At this early stage, it’s about gaining competed projects, and really show confidence that a scheme can be Do you also attend these them what can be achieved. done at all. As it progresses, the plans local meetings? For example, if we’re talking about develop and are modified to reflect the As a partner at the beginning of a putting in a spa for a leisure centre many outcome of the feedback process. Local process, we always prefer to be at these of them still have an image of soggy old knowledge always informs the process. meetings as we’re better placed to local authority saunas, whereas the spas answer the many questions there may we develop for the public sector are How long does this stage of the be at the early stages of a planned every bit as luxurious as a private spa. project take? leisure development. The spa we developed for Deeside It depends on the client and what stage We find that very often, stakeholders Leisure Centre replaced a dark, disused they’re at when we meet. For 80 per are much more responsive to well nightclub space. In terms of what the cent of clients we’ve already completed presented visuals, and we do this client thought they could achieve with several projects, and so they’re familiar through block designs, 3D graphics, this space, and what we delivered, I’d say and comfortable with the process. videos and presentation skills. it was probably off the Richter scale. We deliver the project in bite-sized Many people understand and respond pieces, so the client has the chance to to imagery and visual techniques in a What about client feedback? digest and evaluate each stage. Although much more positive way than they do to If they’re looking at the conceptualised the end result is often exactly what they the numbers and financials. plans and asking if a door can be moved didn’t know they needed!
October 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 47 GROUP EXERCISE STRENGTH IN NUMBERS
Group exercise members are loyal, attend regularly and are less price-sensitive than other members. But are operators maximising the potential of group exercise in their clubs? Kath Hudson reports
ccording to Vanessa Jodar, head of global sales and club performance at Les AMills, very few fitness facility managers truly understand how to offer stimulating group exercise experiences that will continue to keep members engaged. In fact, because group exercise members tend to be regular, motivated attendees already, they’re frequently left to it. The studio is too often seen as an add- on to the club, a scheduling task – juggling popular classes against peak times, studio capacity and instructor availability – rather than the very heart of the offering. But with the loyalty of group exercise members driving improved retention rates, and with it profitability, it makes commercial sense for operators to engage with group exercise. So how can operators better use the power of the studio to promote their clubs? How can they push up participation, ensuring as high a percentage of the membership as possible takes part in classes, rather than just the old faithfuls? How can they Group exercise sell the studio, both internally attendees tend and externally? And how do they to be very maintain consistent instructor and loyal members class quality? We ask the experts…
48 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2013 © Cybertrek 2013 FERGUS AHERN GROUP X SYSTEMS: MANAGING DIRECTOR
perators need to truly understand the power of O group exercise and its importance to their facility. Research shows that, in the US, our classes have enabled health clubs to service 200 per cent more members in group fitness and become 46 per cent more profitable than the average facility. However, many clubs just let classes run without knowing whether they’re truly successful – ie what percentage of total visits are for group exercise, Is your group exercise studio large enough? Les Mills believes many studios whether classes are simply servicing around the world are too small to take advantage of economies of scale the same members or attracting new ones, and so on. Some clubs have the VANESSA JODAR same 15–20 per cent of members using classes, when the goal should be to have LES MILLS: HEAD OF 50 per cent participating. GLOBAL SALES AND In order to compete with budget CLUB PERFORMANCE brands, clubs should focus on selling memberships around their group ome facilities understand the exercise classes. Strong programming high value to their business of makes members more resilient to S offering members a motivating, price change, so they’re less likely to inspiring environment – an amazing join the newly launched local budget fitness destination. After all, growing club than a treadmill user. membership and profit is all Take a scientific approach: monitor about motivating more members to the timetable, understand the ROIs come to the club more often. and analyse KPIs such as cost per head, Unfortunately, many fitness facilities and capacity and percentage of members group fitness studios we see are about as using group exercise. Keep shaking it exciting as hospital rooms. They’re just up. By introducing new programmes places to go to exercise, which shouldn’t on a quarterly basis, you can drive be the case as they share so many points anticipation, excitement and awareness in common with a theatrical experience: to retain fans and attract new ones, as the music, the lights, the instructor, the well as increasing the perception of moves, the stage. value offered by your classes. The impact on the business of And for broad audience appeal, make improving the studio environment can Clubs must provide an environment sure you build a team of instructors be massive. When the Les Mills club in that will inspire and motivate members across all ages, both male and female. Auckland, New Zealand, created a new The more diverse your instructors, the cycling studio a few years ago, it jumped instructor and stage the centre of the more diverse your participants will be. from 1,200 attendances at its RPM focus. Don’t make the common mistake classes each week to 2,000, generating of scrimping on the sound system: you an additional income of NZ$4,000 really need a professional system that (US$3,200 / £2,070 / €2,400) a week. can handle a high level of usage in a To start with, go big. Currently we’re humid environment. finding, worldwide, that studios are too Creative lighting can add a lot to the small to take advantage of economies experience. You need some theatre of scale. More attendees means more and the ability to play with colours and revenue to pay better instructors, which intensity, all of which creates energy leads to even more attendees. If your and movement in the room. A dimmer existing studio is too small, can you re- switch can be a cheap solution to bring arrange storage? Change the position of about a big show effect. the stage? Swap spaces in the club? Use And think about the décor: using the gym floor or the car park? different graphics, colours, patterns Strong programming makes members Create an experience: make it and shapes can create a huge amount more resilient to price change immersive and exciting, with the of impact and energy.
October 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 49 GROUP EXERCISE
LEE MATTHEWS per cent new classes. Push members out of their comfort zones by putting FITNESS FIRST: a different class in a popular slot and UK HEAD OF making them try something else. FITNESS In terms of getting more members to try classes, this comes down to enerally I think operators are face-to-face interaction, engaging with complacent about their group people on the gym floor and persuading G exercise offering and assume it’s them to come along. There’s also a working well if the core classes are full. lot that can be done via tailored CRM As fitness industry professionals, it’s communications and social media. our job to keep introducing the latest At Fitness First, we run a major trends and help members achieve the campaign every two months. These used best results, so we have to keep moving to be offer-led, but for the past year and evolving. There are certain classes have been product-led. Our current such as Les Mills and yoga that are campaign is creating a buzz for the always popular, so timetables should Victoria Pendleton pro-cycling class. include about 80 per cent of the solid We’re also piloting virtual class options, favourites – but then have about 20 looking for the right product to roll out.
Matthews: Popular classes like Les Mills should make up 80 per cent of the timetable
GREG SELLAR To ensure quality control, club co- ordinators should attend classes on a GREG SELLAR LTD: monthly basis to provide constructive DIRECTOR feedback. All clubs should have an in-house programme running that constantly assesses and monitors lubs should in principle be using instructors delivering all sessions. group exercise as a marketing Any member of a qualified team with C tool, but at present there’s a passion for studio classes should little to differentiate the offerings of the be able to step in and deliver a great major public and private sector chains experience: most new concepts taught – they all offer the same classes, which in a studio can be delivered by group hardly makes for a USP to shout about, exercise instructors, gym instructors and essentially appeal to the converted. or personal trainers alike. A good exercise programme should Clubs should hold monthly meetings, include statement and signature classes listen to the instructors, invest in their that are unique to that club brand, with training and incentivise them. A solid programmes renewed annually, either team ethos driven by the club and by talent within the chain or by external overseen by a proactive co-ordinator consultants. The timetable shouldn’t will ensure quality. There has to be look the same year on year, let alone some ownership from clubs, which need decade on decade. The plan should cater to realise they have a responsibility for w www.matrixfitness.co.uk to all fitness levels, but each class should their instructors and trainers – to help unapologetically not have to cater to all. them develop and ensure their success.
October 2013 © Cybertrek 2013 Denton: Make your group areas, such as the cycling studio, visible from the gym
ELAINE DENTON attendance, making sure we offer the right classes at the right time, EVERYONE ACTIVE: getting as many people active per REGIONAL FITNESS session as possible. MANAGER We provide small group training sessions on the gym floor so people can o mobilise as many club members see what it’s like to exercise as part of into group exercise as possible, a group, and the social interaction and T and maximise the potential of the support it provides. We try and make our studio, the timetable needs to be strong. group cycling studios visible from the gym Strike a balance between calorie killers, floor too, with glass walls for example, toning and strength, unwinding and so other members can see what the energising classes, and specialities like classes involve. We find this helps break Zumba and Bokwa. down the perceived barriers to attending Staff interaction is key to persuading an exercise class, making members feel people to try classes. Everyone Active more confident and comfortable about has timetables and posters to promote attending their first session. O classes and new launches, but we also For more information contact ensure colleagues know what the classes For more information contact are, and the benefits of each programme, 01782 644900 01782 644900 so they can interact with customers and www.matrixfitness.co.uk introduce them to a new experience. The quality of the instructor is www.matrixfitness.co.uk paramount. All of our instructors are REPS-registered and each centre has extensive cover lists with approved For more information contact instructors to ensure the quality of 01782 644900 instruction remains the same. 01782 644900 Assessment and instructor feedback www.matrixfitness.co.uk are important to ensure instruction Social interaction lies at the heart of quality remains high and to monitor the appeal of group exercise
October 2013 © Cybertrek 2013 CUSTOMER EXPERIENCE
JOE PINE & JIM GILMORE t’s been almost 15 years since we can say it is here: [in Western They wrote the manual on authors and business partners markets] it’s the predominant source of themed experiences, and I Joe Pine and Jim Gilmore penned GDP growth and job creation and the the title The Experience Economy primary economic offering.” 15 years later Joe Pine and – Work is Theatre and Every Business a Pine and Gilmore’s fi rst collaborative Jim Gilmore are still Stage, and in doing so defined a new work has since been translated into economic phenomenon. 16 different languages. In 2011, the creating lightbulb At that time, in the late 90s, themed edition was updated to refl ect the moments for businesses restaurants and giant amusement parks new infl uences from technology and might have been the most popular social media, and draw on many more looking to attract ‘experiences’ being sold to the public. examples of what customers now consumers in authentic, However, Pine and Gilmore were able consider an ‘experience’ – and how engaging ways. They talk to cut through the layers to identify and businesses go about creating them. articulate a trend that has today become to Julie Cramer about their embedded across many sectors – from Time as currency work, vision, and standing computer companies like Apple and Dell The main premise of the Pine and to coffee chains like Starbucks, as well Gilmore philosophy is that “goods and out in the digital age as individual entrepreneurs. services are no longer enough”, and that Pine says: “When we wrote the all businesses must learn to “orchestrate book in 1999, we talked about it as memorable events for their customers the nascent experience economy – we that engage each one of them in an couldn’t quite say it was actually here, inherently personal way”. but you could see all the elements. It Gilmore adds: “Services are delivered was growing faster than the agrarian, on demand and are transactional, while industrial and service economies and experiences are staged over a duration was going to overshadow them. Now of time. With services, people want to
52 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2013 © Cybertrek 2013 Spelling and superheroes
on-profit organisation 826 N National won the EXPY award last year for its writing and tutoring centres, which help under- resourced students aged six to 18 years to explore their creativity and improve their literacy. All centres feature a little store out front – the Brooklyn centre has a Superheroes store, for example – which helps reduce the stigma for kids having to walk in for extra tutoring.
spend less time with you – they want to book, Mass Customization, in 1992 and annual thinkAbout event, which takes get out of the dry cleaners, the car wash Gilmore wrote him a letter about it. place in a different city each year and or the grocery store as fast as they can. “My first thought was, oh shoot, which is personally designed by Pine But for experiences, time is really the someone has gone and written the and Gilmore to bring delegates a highly currency – it’s all about how customers book!” says Gilmore. When Pine left his interactive, immersive and thought- can spend more time with you.” job at IBM six months later, he ended up provoking two-day tour round the A hotel, for example, can either be an being engaged as a consultant by ‘Experience Economy’ of a chosen city. experience or just a service, depending Gilmore, who has a background in Since its inaugural event in Gilmore’s on how it’s offered to customers – and logistics consulting. By 1996, the pair hometown of Cleveland, Ohio, in 1998, how they perceive it. Are guests paying had formed a partnership and were thinkAbout has taken followers of the for the time they spend in the hotel, or writing The Experience Economy. Experience Economy to such places as merely for a bundle of activities to be But Pine and Gilmore are far from Hollywood, Las Vegas, Baltimore and performed? Do they pay a room rate being academic theorisers. They’ve Nashville. Last year the event – which for the services or a day rate for an spent the past decade and a half of their also names the top 10 experiences of experience? Similarly with a gym, are business partnership working with the year in the US, and gives the top members getting in, working out and companies across North America, and one the ‘Experience Stager of the Year’ leaving as quickly as possible, or are they increasingly across the world, advising (EXPY) award – was in San Francisco, relaxing and spending time in what they them on how to apply a range of while at last month’s event delegates feel to be their ‘club’ – their third place? principles to stage engaging experiences. explored the streets of Washington DC Under their consultancy brand, in pursuit of experiences par excellence. Theory into practice Strategic Horizons LLP, they undertake The partnership between Pine and speaking engagements, offer workshops, Distilling the essence Gilmore has clearly stood the test of run a global certification programme, The pair maintain that theming is still a time, and renews itself with new ideas create ‘learning excursions’ for individual key part of staging an experience today, and vigour each year. The pair first companies, and lecture at colleges and but it now has to be much more subtle communicated when Pine published his universities. Their flagship product is the – even subliminal. As Gilmore says:
October 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 53 CUSTOMER EXPERIENCE
Case study: Get real, get virtual used digital technology to allow them to go on an adventure n his most recent book, Infinite Possibility – Creating within Epcot that had nothing to I Customer Value on the Digital Frontier (2011), Joe Pine do with the park itself.” identifies the problem of “the migration of virtuality”. Kids were given special He adds: “People bring all this technology with them and mobile phones and used the
they’re just a click away from leaving your experience. How technology to fi nd clues PHOTO: FLICKR/PETER E LEE do you get them to engage with their technology so they around the park as if they are more fully immersed in your experience?” were in an episode with the He cites the Kim Possible World Showcase Adventure TV character, leading to a that launched at Disney’s Epcot centre last year. “For teens special area where they got to and tweens, Epcot is the most boring part, but this exhibit save the day from Dr Evil.
“What’s lacking in many of today’s Creating a theme Brave new world environments is an organising principle. Pine and Gilmore’s formula for creating Of course, the world has moved on The theme is the essence of an memorable experiences revolves around rapidly since the original publication of experience – and if you have to tell their own THEME acronym: The Experience Economy, and now social people what it is, then it’s not a very media is responsible for creating a whole sophisticated theme. Theme the experience – design around a other layer of consumer experience. “Every time Francis Ford Coppola dominant organising principle Pine explains: “You learn about a shot a movie, he always had a single Harmonise impressions with positive place much more readily from other word he’d refer to. Whether it was cues – intentionally create memories people now. Your fi rst impression may deciding on what kind of raincoat or with signals from the space (set) or staff not come from discovering it yourself, wine to use in a scene, he’d go back to (ensemble) but from friends or complete strangers. that single word, which represented Eliminate negative cues – remove “Online ratings can fl avour your the essence of the fi lm.” whatever runs counter to the theme or experience before you even get there – To show this perfectly applied in a desired impressions they can set the bar so high that you’re business setting, Pine and Gilmore use Mix memorabilia – let guests attach disappointed, set it low so you actually the example of Joie de Vivre Hotels memories to physical objects they have a better experience, or set a bar and the company’s founder Chip actually use in the experience which means you decide not to try the Conley – a past recipient of a Strategic Engage all fi ve senses – richly stage all place at all. Social media can really be used Horizons’ EXPY award. sensory phenomena to improve the experience, but companies In the late 80s, Conley bought a have to pay attention to it and respond.” rundown motel called the Phoenix Out of these, says Gilmore, eliminating Pine says one only has to consider the in San Francisco’s Tenderloin district, negative cues could be the most simple now-celebrated example of musician and decided to theme it around Rolling to address, yet is the most commonly and plane passenger Dave Carroll, who Stone magazine. But instead of being an overlooked. “Anything that doesn’t had no offer of compensation from overt homage to what many considered contribute to the theme is a negative United Airlines when luggage handlers a bible of rock music, Conley went cue. It might be something as simple as broke his guitar. So instead he took through past magazines and extracted an overfl owing waste paper basket, or a to YouTube with a song of complaint fi ve principles that he believed summed staff member who does not smile.” entitled United Breaks Guitars. up the essence of the publication. As a model of good practice, Gilmore “The song went viral within hours and Pine says: “Those principles were cites the example of the John Robert’s attracted over 12 million hits on YouTube. adventurous, hip, funky, irreverent and chain of hair salons in Ohio, US, which It’s estimated that United’s stock price young-at-heart. Conley felt, if he could from its launch in the 90s was focused dropped 15 per cent as a result. That’s capture the sense of the magazine in this on creating a very personal guest the power of social media!” says Pine. way, then every one who loved it would experience. New customers are always Interestingly, while Pine is passionate naturally love his hotel. And it worked. given a white gown to wear, while about new technologies (he more Without ever having to put an oversized regular customers are given black ones, recently co-authored a book with Kim rock guitar in the lobby, the Phoenix enabling staff to tailor their handling Korn entitled Infi nite Possibility – Creating became THE place for rock bands to and greeting of a client without that Customer Value on the Digital Frontier), stay when they played San Francisco.” client ever knowing they’ve been Gilmore confesses to being averse to Conley went on to create other signposted. Similarly, instead of the such “anti-social” pursuits as Twitter and venues, such as the Hotel Rex, themed receptionist having to tell a stylist their doesn’t even own a mobile phone. Like around New Yorker magazine, and the next client has arrived within earshot many successful business partnerships, the Hotel Carlton, themed around National of a current client – potentially creating two men’s personalities and skillsets seem Geographic, and now has a large portfolio the negative cue of making them feel complementary rather than similar. “He of chic boutique hotels, restaurants and rushed – the stylist is buzzed via a likes cigars, I don’t. He’d spend leisure spas around the US. device hidden in their pocket. time at Disney, I wouldn’t,” jokes Gilmore.
54 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2013 © Cybertrek 2013 Case study: What’s the story?
STORY in New York regularly ine and Gilmore say the buzz 10th Avenue. Described as “a retail changes the store’s theme and design P they get from their jobs is space that has the point of view of seeing their clients “get it”, a magazine, changes like a gallery changing their mindset, and doing and sells things like a store” the Of the two, Pine is the one who things differently as a result. One past 2,000sq ft site is like one imaginative, naturally keeps abreast of what’s participant of their thinkAbout event revolving pop-up shop. Every four to happening in the marketplace, with “a is former brand consultant Rachel eight weeks, STORY changes all its keen set of antennae to spot things of Shechtman, who recently opened the merchandise, design, fixtures and re- signifi cance,” as Gilmore puts it. He, on retail space STORY on New York’s invents the store around a new theme. the other hand, is the more inventive, creative type, coming up with fresh ideas for business exercises and workshops and facilitating group dynamics. “I’m more recognise that customers still want to “But I like to remind leisure businesses: playful and highly strung. He’s calmer and feel they are experiencing authenticity. you used to own the Experience more academic,” Gilmore adds. In Authenticity – What Consumers Really Economy – until everyone else started Want, they wrote: “In an increasingly getting into your business. Quest for authenticity unreal world, consumers choose to buy “Clients are going to start paying Despite Gilmore’s light-hearted or not to buy based on how real they other companies to help them achieve protestations over the proliferation of perceive an offering. Business today, their aspirations. In fi nancial services, technology (he takes note of how many therefore, is all about being real, original, for example, there will be less focus people today live “three screens deep” genuine, sincere and authentic.” on the money itself and more focus on with laptop, tablet and smartphone in According to Pine, this brings us to how companies can show people what hand, little noticing their immediate the “fi nal offering” of the progression to do with that money to create the surroundings), the pair know only too of economic value – from commodities transformations they seek. well that the Experience Economy must to goods and on to services and “Operators must fi nd ways of contend with digital realities. experiences – which, he says, is enhancing their experiences if they Pine says: “It’s increasingly diffi cult to something that’s really only just starting are to continue to compete.” O get people’s attention as they spend more to happen. And this is when experiences time online or in virtual worlds. In the start guiding life transformations. future, we’ll see more and more the fusing “Places like fi tness clubs are one step This feature fi rst of the real and the virtual, or we might ahead in that they’re already in the appeared in lose customers to technology altogether.” business of transformation. People mostly Leisure Management Conversely, as the push into virtuality don’t go for the one-hour workout – they issue 3 2013 marches on, Pine and Gilmore also go for the transformation it will bring.
October 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 55 Edited by Katie Barnes. Email: [email protected] RESEARCH ROUND-UP
Fitness, not age, should be used to determine whether older people can have an operation, says a new study Fit for surgery?
urrently, doctors view age as a key determinant in deciding C if someone is suitable for surgery. Older people, they believe, have a lower survival rate after operations and are more likely to have © SHUTTERSTOCK.COM/ MONKEY BUSINESS IMAGES complications and take longer to recover. However, now researchers from Newcastle University in the UK and the Newcastle Hospitals Foundation Trust have found that being physically fi t is a more important factor than age when it comes to the outcome of surgery. The research, published in Annals of Surgery*, could lead to changes in hospital procedure, such as prescribing exercise programmes before operations. Fitness test The study was focused on 389 adults who Fit patients aged under 75 had only a 1 per cent chance of dying after surgery had liver surgery at the Freeman Hospital in Newcastle upon Tyne over a three-year 75. For patients who were unfit and aged opportunity to improve surgical outcome period. Their ages ranged from 26–86 under 75, the mortality rate was 11 per by improving pre-operative fitness.” years, with a mean of age of 66. cent, jumping to 21 per cent for those Meanwhile, another study – published Before their operation, each patient’s who were aged over 75 years and unfit. in the American Journal of Cardiology in physical fitness capacity was measured And the benefits of being fit didn’t August – showed that the chance of fi t via a maximal exercise test. Taking into stop there. Regardless of age, people heart bypass patients dying after account age, weight and height, they who were physically unfit took longer to surgery was only 1 per cent, going up to cycled to exhaustion up a virtual hill that recover from their operation. They 5 per cent among unfi t patients. got progressively harder while their spent an average of 11 days longer in breathing and heart rate were hospital after surgery – at a cost of Stress-related monitored. Their fitness level was £6,000 each – than fitter patients. Trenell believes that one way fitness can calculated based on their anaerobic Professor Mike Trenell, who led the aid surgery is that it helps the body to threshold and peak oxygen consumption research, says: “The results of this study cope with stress. More research is during the final 30 seconds of exercise. show quite clearly that physical fi tness needed, however, to see if pre-operative After the operation, their outcomes plays a powerful role in surviving major fi tness benefi ts are the same across were measured via hospital records. surgery, no matter how old you are. types of surgery. It may be less effective Being fi t also costs less, both individually for those with a head or brain injury, Multiple benefits as you have fewer complications, and Trenell says, as these tend to be more Fit patients, the study found, had a fi nancially to the NHS.” complex than surgical interventions. significantly lower risk of dying after Dr Chris Snowden, a senior lecturer at He adds: “The question is whether surgery. The best results were for those Newcastle University, adds that the data we can help people who aren’t who were fit and under 75 years old, “also emphasises the importance of physically fi t become ‘fi t for surgery’. where the mortality rate was less than 1 making an objective measurement of That will involve working with patients, per cent. This rose slightly to 4 per cent fitness to classify pre-operative risk. care teams and exercise professionals – for patients who were fit and aged over Optimistically, it means there’s an exciting an exciting challenge to work on.” O
*Trenell, M and Snowden, C et al. Cardiorespiratory Fitness Predicts Mortality and Hospital Length of Stay After Major Elective Surgery in Older People. Annals of Surgery, June 2013
56 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2013 © Cybertrek 2013 ADVERTISEMENT PROMOTION
THE HIGH LIFE
High Life Highland is now working with Gladstone to develop a bookings app
When High Life Highland consolidated all its bookings through Gladstone’s Plus2 software, its summer programme saw online bookings reach 30 per cent
igh Life Highland took to more than 21,000 houses with 5% taken on the phone and a staggering over the responsibility for school age children throughout the area, 30% made online, so we were extremely H culture, learning, sport, promoting the activities and signposting pleased with the outcome. Customer leisure, health and wellbeing, parents to the booking methods. feedback suggested they welcomed the which includes 21 leisure centres and It was the fi rst time we had online booking option, not only for its 68 libraries, from The Highland Council consolidated bookings for all areas ease of use, but for the convenience it in October 2011. Highland Council had through Gladstone’s Plus2 software. offered and so we expect to see even been a customer of Gladstone Health From my wider experience in the more online SAP bookings in future. and Leisure for more than 10 years. ticketing world, we’d expect a fi rst We’ve been very impressed with the Although High Life Highland is a attempt at online bookings to hit around system and will shortly roll out a pilot charity, the company has a clear focus 20%. But through the summer we saw in three areas with our local Active on the customer experience, putting Schools Coordinators, enabling parents this at the forefront of everything we to book children’s activities online. do. With Gladstone’s help, our fi rst Gladstone is also assisting us with Summer Activity Programme (SAP) the development of an app, enabling aimed to offer a more customer-focused customers to book via mobile phone. experience than in previous years. Gladstone has been very helpful, High Life Highland’s priority was to reliable and provided solutions for us. provide easy booking for customers. We Their staff were key to enabling High gave Gladstone a spreadsheet of over Life Highland develop the existing Plus2 1,500 classes and activities on offer, from installation, and they continue to work canoeing and mountain biking to football with us on the rollout of additional tournaments. These were uploaded to functionality, which will future proof this Connect for online bookings and Call piece of business critical software. Centre was used for telephone bookings. After launch, only 5% of SAP The 2012 SAP saw 11 different printed bookings were made by phone Laurie Piper, marketing & comms brochures produced which were posted manager at High Life Highland
OctoberFOR 2013DETAILS © Cybertrek VISIT 2013 THE WEBSITE AT WWW.GLADSTONEMRM.COMRead Health Club Management online at healthclubmanagement.co.uk/digital OR CALL 01491 201010 57 TECH SERIES The Fraud Squad DO YOU KNOW IF EVERYONE TRAINING IN YOUR CLUB IS VALID AND PAID UP? KATH HUDSON FINDS OUT ABOUT THE LATEST ACCESS CONTROL TECHNOLOGY DESIGNED TO HELP PREVENT FRAUD
raud is surprisingly common in health clubs. It can take various forms: tailgating, lending a membership card Fto other people, or continuing to go to the club when the membership has expired or is in arrears. Lower grade fraud might involve paying up for a basic membership, but then nipping into a class or facility that isn’t part of the membership
package, going at peak times on an © SHUTTERSTOCK.COM/LUCKY BUSINESS off-peak membership, or maybe just helping yourself to a towel. The general public will easily find a way of justifying their actions to avoid feeling guilty about these little transgressions: they have been paying their membership but haven’t managed to get there, so why can’t their spouse have the benefit? A lot of the time they might be small incidents, but added Staff spot checks may be needed to ensure gym users are paid-up members up it could be costing your club thousands of pounds over the course of the year – at least enough to install an access control system. AITOR ELORZA Which leads us to the next SALES DIRECTOR, AS WELL AS BEING question: what sort of access OJMAR USED FOR ACCESS control system? Should gyms install turnstiles or do they create embership fraud has a relatively CONTROL, RFID CAN a barrier to entry, making the gym Mhigh incidence and clubs need a BE USED FOR LOCKERS, look officious rather than friendly defined strategy to avoid it, working out and welcoming? How about having what kind of fraud is being carried out CASHLESS PAYMENTS access control systems in other and designing a strategy to keep it at bay. AND SO ON – parts of the club – systems that, for RFID is the most popular technology example, would prevent someone in mainland Europe, with proven MEMBERS LIKE TO HAVE who’s only paying for a gym effectiveness. As well as being used for membership from sneaking into the access control, the identification media AN ALL-IN-ONE CARD wet facilities? Is this taking it too far can be used for other services like and spoiling the atmosphere, or is lockers, cashless payment and cardio it protecting the club – and those suites. Members like to have an all-in- fraud incidence, as the fraudulent user members who don’t take advantage? one card. On the down side, it’s fairly can be detected in different areas. When it comes to access control easy to be passed to a friend, but this Biometrics can be considered the systems, what technology is can be prevented via visual surveillance, panacea against fraud, as the member currently available, what’s coming with a photo showing up on the must check in with their fingerprint soon, and what are the pros and reception computer screen or combined or hand, but there are drawbacks: cons of each option? We ask the with other technologies. Usually the identification can be slow, which can lead experts for their thoughts.... highest integration level (lockers, to queues, and it’s negatively regarded by cashless, activities) leads to the lowest some as an attack on privacy.
58 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2013 © Cybertrek 2013 Biometrics: The panacea against fraud or an invasion on privacy?
Showing the customer’s image on into classes, allowing instructors to TOM WITHERS large screens by the turnstile when they ensure that everyone attending is valid. HEAD OF SALES & BUSINESS swipe their card or enter their PIN Apps have the added advantage of DEVELOPMENT, GLADSTONE helps stop people sharing a membership. capturing data automatically – clubs can Near fi eld communication (NFC) fi nd out about member’s habits without f clubs don’t have a physical control within mobile phones has great them signing in or doing anything. Ifor customers, they’re reliant on potential for leisure: everyone likes to Unfortunately not all phones have this members being conscientious enough have their phone on them and, unlike technology yet, so it will be a few years to sign in properly, and the public will a membership card or PIN, they’re before this can become widespread. find ways to take advantage. Validation unlikely to give it to someone else to Getting it right can cost money, but at reception, a visible token such as a use. Phones will also interact with apps the returns are real. I know a club that wristband or staff spot checks need to such as the one we’re currently creating, invested £20,000 in turnstiles, which paid be in place – but even then, if someone which can be used to automatically back within six months by trapping unpaid doesn’t want to pay, they will find a way check members into or around a usage. They even found one regular user around these measures. building and can be used for checking who had not paid in over eight years.
“ONEONE CLUB CLUB INVESTED INVESTED £20,000 £20,000 IN IN TURNSTILES, TURNSTILES, WHICH WHICH PAID PAID BACK BACK IN IN SIX SIX MONTHS MONTHS BY BY TRAPPING UNPAID USAGE. ONE REGULAR USER HAD NOT PAID IN OVER EIGHT YEARS”YEARS
the wrong impression. Also, unless other I’ve been to many sites where SHEZ NAMOOYA checks are in place, people can still pass members exploit the admin time it takes BUSINESS DEVELOPMENT their card to a friend behind them. We for the health club to manage debtors, MANAGER, EZ RUNNER have clients who don’t agree with gate costing them thousands of pounds access, but instead ask their members to a month. Our direct debit system ealth club operators have the swipe their card at reception. can automatically place messages at Hunenviable task of protecting their When a member swipes their card reception for bad debtors, or prevent business, but doing so in a way that using our system, a photo appears on entry where there are gates, and doesn’t seem too draconian. But it’s very the access screen. This gives clubs great automatically send out rejection emails. important. As one of our clients said: “If control in terms of managing peak/off- To prevent people from entering fake they can cheat you, they will!” peak entry, expired member entries, bad data – fake addresses, bank account Turnstiles are undoubtedly effective, debtor entries and anyone borrowing details and so on – we also offer but a number of our clients say they give someone else’s membership. validation of member details.
October 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 59 TECH SERIES
GUY FOSTER BUSINESS DEVELOPMENT MANAGER, CLUBWISE
he only sure-fire way to prevent Tmembership fraud is to use biometric technology linked to a turnstile, gate or access door. By enrolling an image of the member’s fingerprint, our biometric technology ensures only that specific member can gain access to the club. The scanner reads intricate details from each Gantner’s system uses fi ngerprints to verify that members are the card-holders fingerprint to ensure every record is as precise as possible. state of the art biometric component. Biometrics allow reception cover to ALEXANDER EGELE We offer a fi ngerprint-on-card access be scaled down at quiet times, or even BUSINESS DEVELOPMENT control reader, where the member has become totally unmanned. After all, MANAGER, GANTNER to hold a smart card, wristband or key people can hand over a card or a PIN to fob up to the reader and verify with their their friends, but not their fi ngers! ased on reports from our customers, fi nger that they are the card-holder. The Where a member is unwilling or Bup to 10 per cent of people training biometric data is stored as vectors in unable to provide a scan, proximity card in a club that doesn’t have an automated designated sectors in the memory of the and PIN code alternatives can be built turnstile-based access control system smart card. These sectors are secured into the single access control scanner are likely not to be valid members: they with crypt keys to ensure no external for more fl exibility. Tailgating and CCTV either use a friend’s membership card, readers can read or access this data. technology can allow us to report to have an expired membership, or haven’t The verifi cation process takes less the club on those members who are still paid the membership fee at all. Fitness than a second and, to ensure members’ trying to abuse the system. clubs with a turnstile still report about 5 privacy is maintained, there’s no While the initial costs of implementing per cent of customers cheat by using the link between the club management the solution are slightly higher than some card of a friend or family member. software and the biometric data, barcode and cards solutions, the ongoing We believe the best control system which is solely stored in the memory costs are considerably less, as clubs no is a combination of smart cards with a of the smart card. longer have to budget for things like membership cards. Members also don’t have to remember to bring a membership an RFID wristband or card. Members card with them each time they visit. GORDON WATSON are issued with a smart wristband, card GENERAL MANAGER, or fob, which incorporates a scan of AUTHENTIC8 their fi ngerprint. When they enter the club they have to fi rst swipe the ntil clubs install an access control wristband (or card or fob) and then Usystem, they can’t quantify the scan their fi ngerprint. This gives you a problem, but we suspect fraud is more secure, scalable solution that completely widespread than operators realise. The eliminates card sharing and cloning. main problems we come across are card However, biometrics is an expensive sharing and card cloning: it’s easy to clone solution, so operators need to weigh up a basic membership card or replicate the signifi cant costs against the benefi ts. O barcodes, even on Microsoft Word. Member identifi cation can be validated very simply by printing their photo on the card. This only requires around £1,000 in initial outlay for the card printer and means the card can be checked anywhere in the club. However, we’re now looking to enhance member authentication using The benefi ts of biometrics must be biometrics. In our view, the ultimate Authentic8: Combining biometrics weighed up against the costs solution is biometrics combined with with smart wristbands, cards and fobs
60 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2013 © Cybertrek 2013 TAILORED LEISURE SOLUTIONS
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October 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 61 ADVERTISEMENT PROMOTION
The Galleon continues to invest to maximise retention
Recycling is how one of Scotland’s most efficiently run trusts has gained maximum life from its changing provision while boosting customer care
alleon Leisure Centre is us a further £2m to invest over the next The level of that managerial nous the jewel in the crown of couple of years once we have conducted was shown to dramatic effect recently Kilmarnock Leisure Trust, a review of our existing provision.” when Carey sought to once more providing a comprehensive Managing what is a constrained raise the quality of Galleon’s changing leisure facility to the Kilmarnock urban site in the middle of Kilmarnock, provision. Ten years ago, keen to move community, operated by a team of staff Carey is happy to disclose that the on from the “old and dilapidated” metal who are fully committed to providing the trust’s operational standards rank high lockers upstairs in the male and female very best in quality and customer service. indeed, a key factor in the centre’s gym changing areas, he combed the Last year, Galleon attracted 800,000 sustained progress. marketplace before deciding to call visitors, up 27,000 from in John Gibbs and the the year before and a Craftsman team, who rise of 47,000 on the year provided timber lockers, before that. Something is grooming stations and working well here. The variety of lockers we provide meets bench seats to meet the “Not bad as a standalone the needs of our users, and is a key expectations of the gym’s centre,” says David Carey, 2,000 members. general manager for 14 factor in our success and the levels of Just over a year ago, years, who has overseen Carey was searching for a programme of evolving customer satisfaction we achieve ways to upgrade changing leisure provision on provision in the centre’s his watch. “Customer dryside and once more satisfaction is at the heart turned to Craftsman. “The of everything we do here,” he stresses. “We’re one of the most efficiently gym lockers were still in excellent Carey surely has his sights set on the run leisure trusts north of the border condition,” he recalls, “so we decided to magic million. “In our dreams,” he says, in terms of income and expenditure, refit them in the dryside areas, replacing “but we’re constantly focusing on ways to receiving just 9 per cent of our the changing cubicles and some of the improve our offer and service.” operational turnover from East Ayrshire existing seating, while installing brand Opened 27 years ago, Galleon regales - the lowest in Scotland, I believe,” he new Maximizer timber lockers and its broad demographic with leisure reveals. “Breaking even is our target, changing cubicles in the gym’s male and provision as diverse as ice sports and although we have to strike a fine female changing areas. indoor bowling, swimming and wellness. balance between economy and The Craftsman Maximizer lockers not “A £0.5m upgrade of the ice rink investment – a reduction of 1–2 per only provide a more organised locker is underway,” Carey adds, “and East cent a year in our operational subsidy is but also make better use of available Ayrshire District Council has allocated realistic moving forward.” space, with each locker having three
62 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2013 © Cybertrek 2013 COMPANY PROFILE PROMOTION
separate compartments for hanging Since the summer refit, customer clothes; storing sports holdalls; and feedback has been overwhelmingly Above: Lockers cater for all needs keeping shoes and valuables. positive, Carey reports: “The variety – from big families to singles “We also took the opportunity to look of lockers that we provide meets the Left hand page: The centre is after our growing number of disabled needs of our users, whether solo breaking the design and use mould users by introducing the Equalizer locker swimmer or family visitors, and is a key produced by Craftsman, developed factor in our success and the levels of with the IFI and designed for wheelchair customer satisfaction we achieve.” “Our members are also delighted that users and ambulant customers. Recycling the original Craftsman we’re continuing to upgrade facilities,” “By doing things this way, we have lockers clearly demonstrates the original adds Carey. “Recycling lockers this way, improved service to our gym members build quality and that it pays to invest in especially when they are of such good while also dramatically raising the the best. The changing facilities upstairs quality, seems the logical way forward quality of the dryside changing areas will undoubtedly stand the test of time when budgets are constrained and more for our other leisure centre users, to as it becomes increasingly difficult with trusts could adopt this approach.” Surely provide excellent changing facilities constrained budgets to obtain capital to one of the secrets of Kilmarnock Leisure downstairs,” adds Carey. replace facilities in the future. Centre Trust’s high levels of efficiency.
Tel: +44 (0)1480 405396 Email: [email protected] www.cqlockers.co.uk Maximizer lockers’ three compartments optimise available space
October 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 63 SPORTS CONDITIONING
conditioningSPORTS TRAIN LIKE A SERIES CHAMPION
ancy taking a break from Running School (a complete technical your desk and using your support unit for runners), The Altitude F lunch hour to train like a Nicole Hearn pays a visit Centre (for specialist hypoxic training), professional athlete? If your to London-based City Perfect Balance (an elite rehab clinic) offices are in central London you could and the Sweatshop on the other floors. be in luck, because that’s precisely the Athletic, which offers City Each company recognises that, in premise of City Athletic, a new premium workers the opportunity the same building, they have some of club halfway between Bank and St Paul’s. the best qualified, most experienced Launched in December 2012 with a to train like elite athletes professionals in their given area, and mission to make sports conditioning regular meetings ensure all teams achievable for all, the 465sq m (5,000sq are fully briefed on new starters and ft), open-plan strength and conditioning conventional gyms didn’t feel they were updates within Trump Street. The aim gym is dedicated to helping every provided with enough support, and that is to identify what’s most important for single member achieve professional- the service was lacklustre,” explains each member and cross-refer to get the standard results. Its owners say this Claypole. “This inspired us to focus very best results for that individual. approach has so far proved a great our efforts on creating a medium-sized “The idea was to create a fitness way to differentiate the club from its gym that bridged the gap between a PT destination that people could use to competition and hit a passion point for studio and a super-gym. We wanted take their specialist training to the next its target audience: ambitious working to offer our clients a really personal, level,” enthuses Claypole. “Whether men and women aged 22 to 55 years. bespoke service that delivered ‘more the user is new to sport or a seasoned The club was five years in the making bang for their buck’ and better results triathlete, we believe they should have – an ambition and dream of its business for the individual.” access to the same elite services and partners, pro cricketer Ben Claypole products usually saved for professionals.” and WBFF World Champion Shaun A sporting destination Stafford. Having worked together as Together with running shoe and clothing Strength and conditioning personal trainers for over 15 years at a retailer Sweatshop, City Athletic had From the outset, Claypole and Stafford large gym chain – they decline to name the idea of joining together with wanted to focus on strength and the brand – they say they shared similar complementary businesses to create a conditioning to deliver the fast, high frustrations when it came to the choice full and unique experience for members. impact results they knew would appeal of equipment available to members, and This resulted in the creation of Trump to their ambitious City executive target most importantly the service offered. Street, an immersive training space that audience. Alongside unique features “Shaun and I discovered from our spans three floors and includes the City such as a two-lane sprint track, the gym pre-opening research that members of Athletic gym in the basement, with The floor houses the very latest Life Fitness
64 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2013 © Cybertrek 2013 The club offers a sprint track and equipment from Life Fitness
STRONG IS THE NEW SKINNY – CONSUMERS WANT TO BE FITTER, FASTER AND STRONGER
equipment including Elevation Series CV, Lifecycle GX bikes, rowers and Integrity Stairclimber. Meanwhile, for strength training, Hammer Strength HD Elite, custom-built power racks and lifting platforms are on offer, alongside a full complement of fixed and free weights including Life Fitness Signature Series Members generally want a bespoke training plan that delivers fast results equipment and a Cable Motion DAP. Nick Mennell, EMEA education & to work out, and that they get personal These include Fulham Football Club, global journey manager at Life Fitness, service. In fact, we believe our gym has former WBA heavyweight champion comments: “City Athletic is one of the greatest square foot of space per David Haye, national championship the warehouse-style strength and member of any fitness centre in the parkour runners, Division One conditioning gyms that are rapidly City,” says Claypole. footballers, cricketer Nick Compton on the rise – part of a new wave of He continues: “There are many and a number of West Ham and unconventional gym models that are different reasons why people train at Brighton football players. coming onto the market. clubs like City Athletic. Some want a “These professional sports men and “Strong is the new skinny – consumers lifestyle change, some want to change women often have their own training want to be fitter, faster and stronger their body shape, and others will be programmes written by their team – and strength and conditioning gyms training for particular sporting events and coaches and trainers, but come to City provide the perfect way to do this. They charity challenges. But what members Athletic to use the top-end facilities give the everyday consumer the chance have in common is that they want a and equipment they don’t usually get to discover their inner warrior and training programme that’s bespoke to in London,” says Claypole. “They also achieve incredible results. City Athletic them and that delivers specific results fast. interact with our PTs to exchange ideas allows members to undertake sports- They want to train among like-minded on high performance training. specific training, which isn’t always easy people who are as focused as them and “In the meantime, the club’s PTs and in a conventional gym when you’re who want to achieve similar end goals.” fitness staff are able to encourage the fighting for a piece of equipment.” 'normal member' to train correctly, Monthly packages at City Athletic Focused training which is the main thing. The intensity, start at £75 off-peak, going up to £110 Alongside members who want to train alongside the advice and motivation for a full membership. “Our membership like a professional, City Athletic has also on offer, is what sets us apart from capacity is purposely capped at 400 to attracted a number of actual standard health club training. Members ensure members are given enough space professional sports people to its facility. are educated to understand how and
October 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 65 SPORTS CONDITIONING
Around 50 per cent of members at City Athletic will be training for some kind of event at any one time
why athletes train like this, and the from losing weight and changing the give advice,” says Claypole. "We worked results speak for themselves.” shape of their body to scratch training closely with Life Fitness not only to Members have the choice of training for a competition or event. provide high quality equipment, but also in three ways: one-to-one bespoke “Around 50 per cent of members will to create the right environment." PT sessions, independent training, or be training for a particular event at semi-private group sessions. The latter any given time, but trainers encourage Future plans is included in the membership and all of their clients to aim towards The short-term goal for City Athletic is caters for a maximum of six members something they can compete or to create a thriving business model to guarantee personal service, with participate in. We believe this drives a that’s financially stable, says Claypole, sessions covering strength-focused fat member forward,” says Claypole. adding: “We want to change the bodies loss, core and stability, and Broga – a Although there are no sports-specific and the performance of 400 members dynamic form of yoga aimed at men. group training sessions, PTs will tailor within our first year of business, giving To help keep things fresh and aid any private sessions towards customers’ them the vision and appreciation that motivation, Claypole and Stafford also specific needs for their event. Around their original goals were only the start.” create 30- to 45-minute ‘workout of 70 per cent of members invest in PT, at Eight months after opening they’re the day’ programmes, as well as setting a cost of £60–80 an hour. on track to reach these goals, with monthly challenges. But even if they’re training 260 active members. The club is also All new starters are given an in-depth independently, members can expect carrying out recruitment drives, running assessment with a PT, during which some input from the in-house wellness days at local businesses. goals and aims are agreed, resulting in professionals. “The gym is deliberately However, the main focus is to ensure a bespoke workout plan and timescale spacious and open-plan with nowhere to all existing members reach their goals, in which to achieve the results, along hide; if someone is training incorrectly, a with its founders acknowledging how with nutritional advice. Goals might vary PT can see and be on-hand to help and important this will be in driving word of mouth and personal endorsement. Once the model is working perfectly, SPECIALIST STAFF Claypole and Stafford plan to roll out more sites in city locations. “Consumers ll 11 staff at City Athletic – ensure they have the right skills and are becoming more aware of the A including receptionists – are attitude, and that they complement benefits of strength and conditioning fully qualified, best-in-class the existing team. They must all training, and are looking for a training PTs qualified in a range of specialisms hold qualifications such as Poliquin facility that’s different from the including strength and conditioning, Qualification Level 3 (international norm,” observes Mennell. “Every day, posture correction, rehab, nutrition athlete standard), Paul Chek (holistic, we’re seeing a shift away from the and sports-specific training. posture), UKSCA, and university cardiovascular focus of the traditional All new trainers must pass a degrees including Sports Therapy, gym floor, and I can only see this vigorous recruitment process to Sports Science and Sports Medicine. momentum increasing and impacting the fitness industry more and more. O
66 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2013 © Cybertrek 2013
URBAN DESIGN
THE ONLY WAY IS UP
Hubert Klumpner (left) and Alfredo Brillembourg (right) of U-TT
Kate Cracknell talks to professors Alfredo Brillembourg and Hubert Klumpner of Urban- Think Tank, the team The Vertical Gym is a kit model behind the revolutionary adaptable to many environments Vertical Gym concept
What sort of company is from professionals. Secondly is the We aim to merge the methodologies Q Urban-Think Tank (U-TT)? theoretical standpoint. What defi nes an and the expertise of previously U-TT is an interdisciplinary design urban environment? Who are the actors separated fi elds with the ultimate goal practice dedicated to high-level research at work in determining what draws of improved urbanism: politics, design, and design in architecture and urbanism. people to urban areas? What are the research, education, NGOs, community It’s partnered with ETH Zurich, the different sectors within a city and which leaders, international fi nance groups. university where we both lecture on demographics have settled in each? All These actors are all at play within the architecture and urban design. of these are questions we ask ourselves city and have a hand in its successes The point of departure for our before engaging with projects on the or its failings, and we seek to integrate research is architecture’s failure to ground. Finally, from a design standpoint, them all the way through the decision- define informal urban settlements informality allows for innovation: while making process. (shantytowns) and their effects on the there are set rules governing much of city. Our current research and our work the formal realm of design, there’s no What sort of projects does U-TT over the past decade aim to increase such rulebook in the informal sector. Q get involved with? understanding of the informal city from We operate under an experimental We close ourselves off to nothing. That three perspectives. research and teaching methodology that said, we specialise in designs Firstly, from a humanitarian rethinks the former physical limitations particularly for urban slums. Our most standpoint, urban shantytowns are of contemporary architecture, shifting extensive work has been focused in wracked with problems, not least of the emphasis from form-driven to Latin America, but we also have which are poverty and a lack of support purpose-orientated social architecture. projects in the US, Netherlands,
68 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2013 © Cybertrek 2013 Trinidad and Tobago, and have several created for the formal sectors, but as We came up with the idea when European-based projects in the pipeline. the formal city shrinks and the informal we were both studying at Columbia We focus on slums because informal balloons, we can’t ignore the call for a University in New York City. The communities are where we’re seeing the shift of interest. We hope researchers university gym was built underground, most rapid urban growth at the moment. and developers see our work and are going down through several floors to Mega-cities like Athens are shrinking as inspired to follow us into the informal make an efficient use of space in the people flock to mid-sized cities. These city, working to blur the dividing lines dense urban environment. Vertical Gym mid-sized cities are ill-prepared for such between the ‘haves’ and the ‘have-nots’. takes this thinking and adapts it for the surges in population, and as a result informal sector, using a frame and a set informal communities spring up that One of your concepts is the of materials that are feasible for lower- are easily expandable. If these are the Q Vertical Gym. What is this? cost, informal sector construction. current and future sites of growth and The Vertical Gym (Gimnasio Vertical) Our pilot Vertical Gym opened urbanism, we want to be right there in is a replicable prototype – a kit of in 2004 in Barrio La Cruz, Caracas, the throes of it all. parts that can be assembled in custom Venezuela. It transformed the site of Along with a clear and pressing need contexts and modified to fit different a former makeshift soccer field into a for urban design, these areas tend to programming, financial and ecological fitness complex with a total floorspace be swept under the rug by those who demands. It consists of three floors of 1,000sq m, offering basketball have the tools to bring about the most and a rooftop court that provide an courts, a dance studio, weights, a change for good. There’s plenty of extremely efficient variety of spaces for running track, a rock-climbing wall research being done and policy being different recreational activities. and an open-air soccer field.
October 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 69 URBAN DESIGN
There are currently four Vertical Gyms in Venezuela, either complete or under construction, including the site in Chacao (above and right)
The former training ground was How did you engage the involved in a project. What one mayor located at street level, and due to the Q inhabitants of Barrio La Cruz might prioritise, his/her successor densely built surroundings could not in physical activity? may not and a project gets put on the expand outwards. The solution was to Little persuasion is needed. These backburner. We haven’t had to face this build upwards. The first of its kind, this people want to play football, to release situation too frequently. Nonetheless, Vertical Gymnasium now bustles with the day’s tension by going for a run, politics tends to be a big challenge in activity day and night, and currently to impress their girlfriends with their urban developments around the world. welcomes an average of 15,000 visitors muscle definition. They want what any a month. We’ve been particularly happy formal community wants. If you build a How can cities can become to find out that it’s helped lower the gym in the formal sector with next to Q healthier places to live, crime rate in this barrio by more than no barriers to entry, you don’t have to work and play? 30 per cent since its inauguration. beg people to use the facilities. The problem of inactivity is so heavily All of our Vertical Gyms are non- However, the key to maximising use concentrated in cities. We believe profit entities. That said, the cost of the facility is to engage in community encouraging people to live more to users varies depending on the involvement from the beginning of active lives comes down to two things: municipality in charge of the complex. the design process. We were on the convenience and enjoyment. In the case of our Barrio La Cruz pilot, ground asking residents of the barrio People often make the less active use of the soccer complex is completely exactly what they wanted and what decision – driving to work rather than free, and there’s a very low membership their neighbours needed most. This biking, for example – simply because fee for use of the gym equipment on the practice gives the community a stake it’s more convenient. If we make active upper floors. All costs bring in revenue in the construction and design of the choices just as convenient for urban to the body running the complex, but structure. As a result, they own a piece dwellers, if not more convenient, we not to the extent of running a profit. of its success as well as its condition believe they’ll make the healthier choice. in the future. A sense of collective Additionally, no-one dislikes What does it cost to build a ownership and responsibility is very having fun! Designers should try and Q Vertical Gym? much a part of the positive benefits incorporate as many elements for fun The gym itself is a highly adaptable – such as the reduced crime rates – and into everyday active design as possible. prototype that can be easily replicated high frequency use that we’ve seen with If you could take a series of slides and and altered for the needs of the locale our Caracas gym. stairs from your office to your home, or the client. One of our prototypes high above the busy city streets, your features a steel frame, while another Are there any other Vertical inner child would not be able to resist uses both steel and concrete. Choice Q Gyms yet? and you would make the more active of materials will alter costs a bit, but There are four Vertical Gyms in decision – not that we’re proposing such excluding the cost of land, building each Venezuela, either complete or under a mode of mass transit infrastructure, gym has so far come in at about US$2m. construction. We also have a proposal but you see our point. The gyms we’ve constructed in for one in Amman, Jordan, as well as South America have been financed by New York City. They all differ slightly: Do you have plans to further a combination of private investment some incorporate a swimming pool, Q evolve the vertical model? and city mayors. These sites function while others are attached to larger Right now we’re particularly interested primarily to serve low-income infrastructure stations such as Metro in adaptable social housing. We’re communities and provide public space, Cable stations. The variations are based looking at options for retrofitting so they don’t directly generate profit on the needs of the community, or what existing infrastructure, such as multi- from the end users. municipal bodies financing the projects storey car parks, with modular design That’s not to say the design couldn’t deem most useful for their districts. tools to incorporate aspects of city-living cater for a different crowd and generate – dry cleaners, housing, parks, dining – high returns. A high-end version could What are the biggest challenges into a single vertical structure. We’re easily be retrofitted into New York’s Q when creating a Vertical Gym? experimenting with the possibilities that Upper Eastside, for example. The model When working with municipalities, present themselves when you take the is malleable to the desire of the client. there’s regular turnover of people street and its functions into the sky. O
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ADVERTISEMENT PROMOTION
TECHNOGYM – THE DRIVING FORCE FOR WELLNESS
In just 30 years, Technogym Technogym’s continued success as an physical activity and encourages the has grown from one man’s industry leader has culminated in the population of the region to be healthy. opening of the iconic Technogym Village small garage in Cesena, Italy, to in 2012, in central Italy’s Emilia Romagna A tangible legacy becoming one of the driving region. The world’s fi rst ‘Wellness Technogym’s extensive portfolio of forces behind advancements in campus’, the Technogym Village is a products is renowned for creative centre dedicated to the company’s design, quality and reliability. Led by its health and fitness pioneering brand of Wellness – a in-house Research & Development team, combination of physical activity, healthy the company has invested heavily in A visionary beginning nutrition and positive mental outlook. design and innovation projects. In Technogym was founded in 1983 by It showcases the ideal balance of work collaboration with independent Nerio Alessandri in Cesena, Italy. A and wellness, in an inspirational display institutions and designers such as young industrial designer who was very that led former US President and health Loughborough University and Italian passionate about sports, Nerio noticed campaigner Bill Clinton to declare at the designer Antonio Citterio, the company that gyms at the time lacked technology opening; “I just want to work here!” continuously works to produce multiple and design and only offered very basic Ten years in the planning, its launch award winning exercise and sporting tools. With a vision of designing fitness marked a milestone for the company, equipment and solutions for clubs, equipment that was innovative, easy-to- which has steadily built up a reputation homes, local authorities, hotels, spas, use and accessible, Nerio built his first as an international leader in health rehabilitation centres, schools and more. piece of gym equipment in the garage of and fi tness. Technogym now leads the Thanks to the calibre of its products, his home. It was a great success, leading transformation of the Romagna Valley Technogym has been chosen to supply to more orders for an entire line of into a Wellness Valley, as well as the its state-of-the-art training equipment equipment – and Technogym was work of the Wellness Foundation in to several international sports teams, transformed from a hobby into a championing the agenda for health and athletes, organisations and elite sports full-time business virtually overnight. wellbeing in countries around the world. centres. These include St George’s Today, the company has grown into a After 10 years, 35 best practices Park, home of English football; F1 teams global enterprise with 2,200 staff across have been developed, from Technogym including Ferrari and McLaren; tennis 14 branches in Europe, the Americas, becoming the world’s leader in wellness star Rafael Nadal; as well as major Asia, the Middle East and Australia. It technology, to the launch of food international football teams including exports 90% of its production to 100 companies specialising in bio-organic AC Milan, Inter Milan and Juventus. countries, with more than 65,000 food, to tourist operators selling sports Technogym has also been an offi cial Wellness centres and 100,000 homes holiday packages to the area, to the supplier for the last fi ve Olympic worldwide equipped with Technogym. public administration which promotes Games and is closely involved with the
The company started from humble beginnings 30 years ago Technogym has created a Wellness Valley in central Italy
72 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2013 © Cybertrek 2013 COMPANY PROFILE PROMOTION
campaign to build a legacy of the London training, and Prescribe, a mywellness 2012 Games. From innovative gym equipment cloud based business application that to wellness solutions on digital During the London 2012 Games, the transforms the ability of operators platforms, Technogym has launched UK became the fi rst ever Olympics 32 new products this year alone to easily and quickly create bespoke and Paralympics host country to create training programmes online for each a campaign that was aimed at building customer via a revolutionary iPad app. a permanent wellness legacy. As the logging in to mywellness cloud, end- This takes the company’s tally of new offi cial fi tness equipment supplier, users can track and access their indoor and innovative products launched in Technogym was closely involved and outdoor wellness data at all times, 2013 to 32 – an incredible fi gure for throughout the whole process. while operators can now stay in touch any company, but vital for one that Legacy projects that Technogym with customers and manage their continues to redefi ne the potential of is closely involved with include the lifestyles even outside the facility. the fi tness and wellness industry. transformation of the purpose-built The company also recently launched Mr Alessandri strongly believes Copper Box Arena in the Queen ARTIS, the ultimate range of next- that Wellness represents a great Elizabeth Olympic Park into a public generation fi tness equipment combining social opportunity – for governments leisure and entertainment venue the best of design, connectivity, to reduce the costs of their health with a state-of-the-art fi tness facility. sustainability and biomechanics. Light service, for companies to stimulate Technogym also donated equipment years ahead of other equipment in their staff members to be more creative used by athletes at the London 2012 the market, ARTIS is a full line of 30 and productive, and for all citizens to Games to Wigan Youth Zone, the premium cardiovascular, strength and improve their health and daily lifestyles. largest youth centre in the UK, to functional machines that offer the best With “Wellness” being the ethos inspire a new generation of young and most connected training experience driving everything Technogym does, the people to engage in sports and fi tness. available today. With the most advanced, company’s fusion of business with social Android 4 based UNITY cardio display, responsibility has made it immensely Fitness for the future ARTIS gives users a fully personalised infl uential in promoting physical activity. To enable people to lead a wellness workout from machine to machine with Over the past three decades, the lifestyle at all times, in 2012 Technogym seamless access to their own user data, company has built up a reputation as unveiled a new vision of Wellness on the training programmes, entertainment an international leader in health and Go, delivered by Technogym’s integrated options and preferred content. fi tness, and the years ahead will see the ecosystem of machines, apps, content At Leisure Industry Week Technogym company at the forefront of creating and services all interconnected with the also launched Omnia, the latest new possibilities for Wellness as a force mywellness cloud digital platform. By complete solution for group functional for social change.
WEB: WWW.TECHNOGYM.COM EMAIL: [email protected] CALL +44 (0)1344 300236
October 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 73 In-club audiovisual EXERCISE CONSOLES
TECHNOGYM With member entertainment moving fast to keep up with technological development, Kate Corney highlights the latest O Intuitive tablet-like navigation console offerings from some of the biggest global suppliers O Skype option available on Artis equipment O Technogym App Store due to launch Technogym’s Unity console is networked and connects to mywellness, Technogym’s cloud- based platform. Users can log in to the mywellness cloud through the console to review their fitness data and apply workout preferences. They can track indoor and outdoor workout data, access and personalise training programmes, take part in challenges, stay in touch with their trainers and view their progress. Users can also browse the web, play games, watch TV, check emails and access social media. Content settings are stored on their mywellness cloud account. Unity on Technogym’s Artis range also has an integrated webcam, so users can Skype with friends or LIFE FITNESS coaches while training. The console has tablet-like O Android and Apple compatibility navigation with swipe, scroll and O Open API (Application Programming Interface) platform click-through to different content. It O RFID due to launch for ease of user identification has a virtual training feature with The Life Fitness Discover tablet console uses the Android operating system outdoor scenery, whereby users can and Apple’s iOS platform to give users access to their personal music, videos, select a virtual location in which to apps and books. Gym users can also access music videos and TV shows on train, plus pre-programmed workouts, the touchscreen console through ethernet or wifi. instructional videos and interval Discover integrates with the LFconnect cloud-based solution, which lets programmes for each machine. exercisers log in, personalise their options and get workout recommendations. Unity is an open platform, so They can also access personal online content and browse the web, as well as Android developers can write creating their own workout programmes and setting content preferences. Life new functions that interact with Fitness will be adding console options to identify the user, such as RFID. Unity equipment and users’ data. Discover consoles also give access to Lifescape Courses – six high- Technogym will be launching the definition hikes, runs and bike rides through famous locations around Technogym App Store later this year, the world, with controls that adjust the video speed to the exerciser and which will let users select and install resistance to match the terrain. applications on their Unity consoles. Life Fitness’ open platform allows developers access to create apps to synchronise with the system – current apps include Lose It, Runtastic and SoFit. fitness-kit.net KEYWORD Technogym fitness-kit.net KEYWORD Life Fitness
74 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2013 © Cybertrek 2013 Log on to www.fitness-kit.net and type the company name under ‘keyword search’
MATRIX
O Motivate: HD virtual workouts O Mentor: An app-driven console including a virtual trainer O Maintain: Connected to Matrix’s Asset Management system Matrix’s latest console, the 7xi, is an app-based interface for all Matrix Fitness CV products, currently linking with apps including MyFitnessPal. It’s designed to offer users easy PRECOR access to social media and web content, as well as giving access to O Messaging and reward badges to motivate members live and on-demand TV shows. It has a O RFID and mobile app for easy log-in, both in and outside the club capacitive LCD touchscreen and cloud- O Operator portal for equipment management based data storage. Precor’s P80 capacitive touchscreen console lets users swipe the screen The console incorporates 10 Virtual to fi nd content. The console contains a library of workout guides and new Active locations in HD, which speed workout programmes. It has an upright viewing angle for correct posture, and up based on the exerciser’s speed and large off-screen motion controls letting exercisers adjust speed and incline show changing terrain as the machine without interrupting what’s on-screen. increases resistance. There’s also Also accessible through the P80 console is the Preva open platform virtual coaching for guided workouts. networked fi tness solution. This offers customisable statistics and media The console can be web-connected options via Preva Personal Accounts: members can set goals, track progress, through ethernet or wifi and comes earn achievement reward badges and save workouts. with the Matrix Asset Management Preva Tokens are RFID-enabled key fobs that can be swiped or tapped system, reporting faults and tracking against the equipment to automatically sign the user in to their Preva machine use. A calendar app lets Personal Account. The Preva Mobile iPhone app also allows members to log facilities communicate news directly to and track activity outside of the club. members through the console. Meanwhile Preva Net delivers internet content, giving exercisers access to popular topics such as health and fi tness, news, sports, technology and business in an easy-to-read format designed for the in-motion exerciser. From an operator perspective, Preva Member Messaging lets operators communicate with members via short, scheduled messages that appear on the P80 console and lead exercisers to a web page. Operators can also manage their equipment through Preva Business Suite, and the Preva consoles automatically update features over the internet. The P80 console offers iPod/iTouch/iPhone compatibility.
fitness-kit.net KEYWORD Precor fitness-kit.net KEYWORD Matrix
SPORTSART
O Track workouts without an embedded TV, card or key O One-touch language change facility O Remote fault reporting without the additional cost of the infrastructure SportsArt Fitness will be launching its next generation of consoles later this year. There will be three consoles: an LED standard console, plus 7” and 15” touchscreen consoles. Instructions and data on the console will be available in 13 languages. Touchscreen options will have TV, wifi , ethernet and Bluetooth built in to the consoles, allowing users and operators to choose entertainment options. Consoles will be iPod and iPhone compatible, with USB ports for standard MP3 and MP4 ÀWQHVVNLW.net KEYWORD SportsArt media. Audio controls can be used without the user letting go of the CV equipment.
October 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 75 In-club audiovisual
CYBEX PULSE
O Energy-effi cient console design with cordless option O Smart Centre retention management and fi tness networking technology O Universal and interchangeable console across the cardio range The Pulse CV console is an O 15.6” HD embedded screen integrated, high-contrast console O Three distinct viewing modes: offering users multiple personalised Exercise, Entertain and Escape entertainment and workout options. O Touchscreen CardioTouch command All are SmartCentre compatible – workout statistics and performance. The E3 View, CYBEX’s latest console, Pulse’s retention software. A full-screen TV viewing mode offers is designed for entertainment with a Users can opt for a full-screen the option to view a TV channel or 15.6” HD screen with three viewing workout, displaying key workout pre-loaded digital entertainment modes: Exercise, Entertain and statistics including time, distance, from a personal device such as Escape. Exercise offers a detailed view RPM, level and performance. iPhone, iPad or USB. of exercise data including distance, Alternatively, a split-screen viewing calories, time and BPM. Entertainment mode allows users to choose from fitness-kit.net KEYWORD lets the user watch video from TV, iPod over 100 TV channels and monitor Pulse or iPhone, with their exercise stats shown at the bottom of the screen. In the Escape mode, the screen is fi lled STAR TRAC with footage from TV, iPod or iPhone. The console works with the 625 and 770 CV ranges and integrates with CardioTouch, which offers exercise programmes and entertainment. Users can plug in an iPod or iPhone and fi nd playlists, albums, podcasts and more.
fitness-kit.net KEYWORD Cybex
OCTANE
O Vertical split-screen shows entertainment and workout info O Cross Circuit class taught on-screen O Interactive instructions and videos Octane Fitness touchscreen consoles O Cooling fan within the console The console is iPod and Nike+ have a vertical split-screen, allowing O Guidance and motivation from compatible, with users’ fi tness data the user to watch entertainment Star Trac Coach uploaded to the devices. and see their live workout statistics O User’s customised preferences The consoles can be simultaneously, without having to saved across the network networked with Netpulse, an toggle between screens. Star Trac’s latest embedded console open entertainment platform, so The consoles are designed for offers an inbuilt virtual coaching the user’s music, TV and fi lm interactive workouts, offering training programme, Star Trac Coach, with preferences, as well as exercise videos including the Octane Fitness more than a million workout options. history, can be saved for all workouts. Cross Circuit class concept, or Cross Meanwhile operators can The console also features a Circuit Solo. customise the screens to add personal cooling fan. messages and fl ag up promotions fitness-kit.net KEYWORD Octane to their members. fitness-kit.net KEYWORD Star Trac
76 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2013 © Cybertrek 2013 more than just a cloud
Elevate your business with integrated technology solutions from Life Fitness
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CONNECTThe WITH workout US reinvented.ON STAND H560 Again and again. LEISURE INDUSTRY WEEK | 2013 Connect with us to learn more.
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©2013 Life Fitness, a division of Brunswick Corporation. All rights reserved. Life Fitness is a registered trademark of Brunswick Corporation. USC-013-13 (03.13) Facebook is a registered trademark of Facebook, Inc. YouTube and Gmail are registered trademarks of Google Inc. Twitter is a registered trademark of Twitter, Inc. SPORTA REPORT LOCAL TOUCH
In this, the fourth part of our series exploring the work of sporta members across the UK, we turn to the south-east of England, looking at how cultural and leisure trusts are using innovation to overcome challenges, build social cohesion and tackle inactivity
REWARDING ACTIVITY
The free JSFC scheme has just obligation to do so: family walks and ORGANISATION completed its second year, reaching bike rides, football in the park and even Freedom Leisure into the community by inviting all local washing the car all count as legitimate children aged four to 14 years to take activities. However, all Freedom Leisure PROJECT part, not only those from families activities are offered for free. holding Freedom Leisure memberships. Each diary has 10 spaces to record a Junior Summer In fact, in 2012, just over 75 per cent chosen activity, which much be at least Fitness Challenge of families involved were not Freedom 30 minutes in duration. For every 10 Leisure members. activities completed, children receive Children receive a fitness diary in a reward from their local Freedom he Junior Summer Fitness which to record their fitness activities, Leisure centre, such as vouchers Challenge (JSFC) run by Freedom which can be undertaken in a Freedom for return visits or small items of Leisure encourages children Leisure centre or elsewhere. While merchandise. Children are encouraged to stay active during the long many choose to take part in activities to complete 30 activities in total; some Tsummer holiday. at their local leisure centre, there’s no even reach 50 fitness sessions. In 2012, 89 per cent of participants completed one or more activities at their local leisure centre as part of the scheme, and overall attendance at Freedom Leisure sites increased by 6 per cent across the period between July and September. Freedom Leisure partner with local schools to promote the JSFC ahead of the summer holiday. New for 2013 was the hotly contested ‘Most Active School’ award, which promoted healthy teamwork as friends encouraged each other to sign up to boost their activity time. “As there are no barriers to entry, all children in our community can take part in the JSFC,” says Richard Bagwell, Freedom Leisure group sports development manager. “By engaging both parents and children in a wide range of activities, the JSFC scheme has a broad family appeal, while the wide choice of activities that can be done really helps to inspire these youngsters to stay active throughout the summer holiday.”
Young participants are awarded certificates, vouchers and small items of merchandise
78 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2013 © Cybertrek 2013 TRANSFORMING LIVES
ORGANISATION Impulse Leisure PROJECT Short Breaks
mpulse Leisure’s Short Breaks initiative has been running across its three West Sussex sites for three years. The scheme, for disabled Ichildren and their families, gives kids a chance to try new activities – from trampolining to aqua therapy, table tennis to football, bouncy castles to multi-sports sessions – while parents have some well-deserved time off. Ten-year-old Joseph Greaves is just one child who’s benefited from the scheme. He has classic autism, sensory processing disorder, hyper-mobility and chronic bowel disorder, and has been attending sessions including football, gymnastics, tennis, cricket, basketball and dance for a few years. The multi-sports sessions have helped make Joseph aware that others may not play the same as him, and he’s learning to accept rules and understand why they are there. His social skills have also improved, along with his listening and turn-taking skills, running ability and hand-eye co-ordination. He’s more confident, more body aware and more aware of other people. He’s now learning to tap dance, which is having a positive Disabled children can effect on his hyper-mobility disorder. try new activities which In the past, Joseph could become develop their social skills extremely angry over something that had happened, but this has become less so as his verbal skills have grown and Impulse Leisure received the first on the spot waiting to get into the hall he’s become more confident that the batch of funding in 2011, which financed to have fun,” says Elizabeth Clements, a staff, who tailor sessions around his two Fun Days at its Lancing Manor and receptionist at Impulse Leisure. interests, are there to help him. Southwick sites, and a Fun Day and After The 2012-13 programme supported 70 West Sussex has around 4,000 School Clubs at Chanctonbury Sport & local families. When asked about their disabled children, young people and their Leisure, giving the trust valuable insight experience of Short Breaks, 65 per cent families who are eligible for the scheme. into what children and young people of the children felt they had improved Many live in areas where little provision with disabilities wanted. skills in some areas, 80 per cent said exists and/or they are excluded due From this came further funding which that it had been fun and enjoyable, and to lack of appropriate transport or enabled Impulse Leisure to host, at 75 per cent said they had become more costs. Short Breaks funding – part each centre, 40 weeks of after-school confident about taking part in activities of the government’s Aiming High for activities, 10 weeks of holiday activities, over the course of the year. Disabled Children programme, designed and one weekend open day each year “We aim to be a beacon centre for to transform services for children and for three years. families to have fun, taking part in well- young people with disabilities and their “You can see the excitement on the structured activities tailored to their families – has enabled Impulse Leisure children’s faces when they come through needs, and research shows the children to increase levels of participation by the door, when they stand at reception love the staff and the activities,” says offering low-cost sessions and activities. to sign in and you can see them jittering Mike Baden, CEO of Impulse Leisure.
October 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 79 SPORTA REPORT
PERSONAL DEVELOPMENT
ORGANISATION Valley Leisure PROJECT Explore Outdoor
alley Leisure’s outdoor adventure activity programme, Explore Outdoor, enables eight- to 14-year-olds to participate in Vinstructor-led activities such as canoeing, archery, climbing, bushcraft, and orienteering to develop map skills. Valley Leisure has worked with The outdoor over 50 community and school- activities help based groups in the last two years build key life skills to deliver their ‘learning outside the classroom’ curriculum – a personal development curriculum that supports adventure experiences were as a five- too. Valley Leisure therefore boosted the government’s Learning Outside the day residential trip for Year 6 pupils,” the success of Explore Outdoor by Classroom initiative, designed to ensure says James Blyth, Valley Leisure’s purchasing a mobile climbing wall, Land that every young person experiences assistant manager for sport and activity Rover, 10 Canadian Canoes, mobile the world beyond the classroom as part development. “Ofsted found the more archery solution and other equipment. of learning and development. exposure to adventure activities young Explore Outdoor now delivers Recent developments from Valley people have, the more they get out of tailored sessions to special needs Leisure include a three-day camping the five-day trip. We’re therefore not schools, Brownies and Scout groups, residential for 70 local secondary competing with trips, but rather offering local rehabilitation services, NEET (Not school children, and termly Year 5 an opportunity to complement and in Education, Employment or Training) primary school Adventure Days, which develop skills on a more frequent basis.” groups and Pupil Referral Units, as well throughout the year build on skills such Research in the Test Valley area had as supporting local events in Test Valley. as teamwork and communication. shown that one of the reasons schools Blyth says: “The people on our “Ofsted’s review into outdoor didn’t regularly visit leisure facilities was programme and holiday activities are learning found that the majority of because of the costs involved, not only developing invaluable life skills like team schools offering outdoor learning for the activity but for transportation building, confidence and leadership.”
SEEING RESULTS
nspire Leisure Trust is supporting instructor and ran fitness sessions people with visual impairments ORGANISATION within the gym. The instructor worked to live full and independent lives Inspire Leisure Trust with the members on a one-to-one through its partnership with local basis each week, getting them used to Icharity 4SIGHT – a charity for people the environment and enabling them to PROJECT with visual impairments, which works orientate themselves around the facility to bring independence to its clients and 4SIGHT and the fitness machines. provide opportunities in all areas of life. The scheme saw 12 visually impaired The community development team at people benefit from the partnership, the West Sussex-based trust worked prompts to support members,” says making a total of 202 visits. Half of closely with 4SIGHT to set up a gym at John Stride, CEO of Inspire Leisure. these participants developed enough its head office in Bognor Regis, with the “The charity directly approached us as confidence to then transfer to the gyms goal being to create a gym that offered the local leisure provider, as well as a at Inspire Leisure facilities, encouraging a safe and progressive environment for local company with a reputation for further interaction and integration with members to keep fit. community involvement in the service their local community. “4SIGHT applied for funding to sector, so we were involved from the “We still support the scheme at our build an adapted fitness suite at its beginning of the project in 2010.” Felpham and Littlehampton sites, where headquarters, which has excellent Between May 2010 and December some of the 4SIGHT members have lighting and equipment with audible 2012, Inspire Leisure provided an joined,” adds Stride. O
80 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2013 © Cybertrek 2013 health club management “Keep up to date with the health & fi tness market by reading the leading title for the industry. Includes Spa, Europe and World specials.”
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WE TAKE A LOOK AT RECENT PROJECTS FROM CYBEX, SAFE SPACE LOCKERS AND THE RETENTION PEOPLE
CYBEX equipped the new gym with a full range of cardiovascular and strength equipment
Market Harborough is Snap Fitness’ third site in the UK
The owner of Snap Fitness Market Harborough, Ash Pattani, AFFORDABLE QUALITY says members will be impressed with the spacious, modern SUPPLIER: CYBEX INTERNATIONAL UK and welcoming environment: “What really sets us apart from CLIENT: SNAP FITNESS our competitors is the assurance of the same great workout experience as at other gym chains, but at a very affordable price. And with 24/7 access, members are also provided with maximum s one of the industry’s largest gym franchises, Snap fl exibility to train at their own convenience and at no extra cost. Fitness operates almost 1,400 clubs worldwide “By using CYBEX, we’re guaranteeing our members a A and, in July 2013, opened its third UK franchise in complete range of strength and cardio equipment that’s user- Market Harborough, Leicestershire. The 24/7 gym friendly and proven to deliver results.” is the fi rst of its kind for the region. In line with the brand’s Members can also benefi t from Fitness on Demand, a virtual values, it offers members premium quality fi tness equipment group fi tness system that allows users to participate in a wide and affordable membership fees with no contracts. range of classes and workout programmes at a time to suit them. Following a longstanding relationship with the franchise, Rob Thurston, CYBEX UK’s commercial director, says: which has already seen installations at Snap Fitness gyms in “Snap Fitness has been hugely successful on an international the United States, fi tness equipment manufacturer CYBEX scale, and to see the franchise expand its presence in the UK – International provided both strength and cardiovascular pieces and for CYBEX to be a part of this – is fantastic. to the new Market Harborough site. “What Snap Fitness does so well is offering memberships at Equipment at the new gym includes treadmills, recumbent affordable prices, but without compromising on the quality of bikes and Arc Trainers from CYBEX’s 625 series, VR1 and the site, the equipment and the customer service. I have no VR3 selectorised strength equipment, and a range of plate- doubt that it will prove to be a huge success within Market loaded equipment alongside Power Cage, Jungle Gym and cable Harborough and the surrounding area.” crossover. CYBEX also supplied dumbbells and benches for the The gym was offi cially launched by local rugby legend and gym’s large free weights area. member of the Market Harborough gym, Martin Corry. The equipment frames and upholstery were also fully During his professional career, Corry made 279 appearances customised to incorporate the Snap Fitness branding, an for Leicester Tigers, captaining the Premiership side as well as option available across many of CYBEX’s product ranges made England and the British & Irish Lions. possible by the company’s build-to-order policy. For more information: www.cybexintl.com
82 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2013 © Cybertrek 2013 IURPDKHDUWDWWDFN &DQ·W:DLW7R*HW0\+DQGV ,MXVWEXUQHGFDORULHVLQP 2Q7KH&<%(;$+RPH WUDLQHU$QHZUHFRUGIRUPH,·P $UF7UDLQHU The CYBEX Arc T *OXWHVDUHFRXUWHV\RI&\EH[ LVWKHORYHRIP\ $UF7UDLQHU7KDQN\RX FDORULHVPLQV 7KLVPDFKLQHKDVVDYHGP\OLIH,W·V ,ORYHWKLVPDFKLQHDUFWUDLQHU KHOSHGPHUHFRYHUSK\VLFDOO\DQGPHQWDOO\ ULVDWHUULÀFSLHFHRI HOLNHPHUHFRYHULQJ ,XVHGWRJRWRDGLIIHUHQWJ\PDQGWK ,ORYHWKH$5&0\ ,·YHORVWD KDGDUFWUDLQHUVDQG,ORYHGWKHPQR IDYRULWHPDFKLQHHYHU ORWRIZHLJKW DWP\QHZJ\PWKH\GRQ·WKDYHWKHP 7KH&\EH[$UF7UDLQHULVDWHUULÀFSLHFHRI DOO,1(('0<$5&75$,1(5 HTXLSPHQWIRUSHRSOHOLNHPHUHFRYHULQJ IURPDKHDUWDWWDFN THE ,ORYH\RXU$UF7UDLQHU (DV\RQWKHH\HVEHFDXVH ,ORVWWHQSRXQGVLQZHHNV LW·VWRXJKRQWKHIDW FDORULHVPLQV 0\QHZZHDSRQ7KUHHZHHNVRIIRIUXQQLQJGXHWR LVVXH7KH$5&WUDLQHUEXUQVPRUHFDORULHVWK ,ORYHWKLVPDFKLQHDUFWUDLQHU SECRET HOOLSWLFDO/RYHLW The CYBEX Arc Trainer 7KH\FDQEXUQVRPHVHULRXVFDORULHVZLWKWKHU LVWKHORYHRIP\OLIH VHWWLQJVEDVLFDOO\DYDULDWLRQRQVWDQGDUGHOO VDUHFRXUWHV\RI&\EH[ PDFKLQHVEXWZLWKDJUHDWHUUDQJHRIPRWLRQ UDLQHU7KDQN\RX 7KH$UF7UDLQHUNHSWPHIHHOLQJ ORRVHDQGÀWVR,ZDVDEOHWRJHW IS OUT FDORULHV,ORYH DKLJKLQWHQVLW\ZRUNRXW WKLVPDFKLQH *OXWHVDUHFRXUWHV\RI&\EH $UF7UDLQHU7KDQN\RX
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BURN MORE BUILD MORE FEEL LESS CALORIES MUSCLE STRESS Research reveals 16% The Arc Trainer can The Arc motion more calorie burn VLJQLÀFDQWO\LQFUHDVH results in 84% less than an elliptical in a ORZHUERG\VWUHQJWK knee stress compared 60-minute workout. and power. to an elliptical.
7+(6(&5(7,6287 ),1'287025($7 $5&75$,1(5&20 7 ( LQIR#F\EH[LQWOFRXN: ZZZF\EH[LQWOFRP #&\EH[8. PROJECT PROFILES PROJECT PROFILE PROMOTION
The laminate lockers have an oak fi nish for a top-end look
THE FULL WORKS SUPPLIER: SAFE SPACE LOCKERS CLIENT: GYMWORKS
ymWorks is a new budget gym that opened in Lancashire this summer. But after an investment G of more than half a million pounds, GymWorks is much more high-end health club than budget gym. The 140-station, 1,200sq m (13,000sq ft) club is housed in the magnifi cently restored former BAA Systems Aviation House on one of Europe’s largest urban developments: Buckshaw Village in Chorley. The independent gym is owned by fi tness industry veteran Peter Guy, in partnership with property developer Craig There are 50 pieces of cardio and a large free weights area Winstanley. The pair have invested £600,000 in the project. Guy started his 26-year career in fi tness with JJB, playing a key vanity units. To complement the oak, cream mariner shower role in the chain’s growth to 68 clubs, and more recently was cubicles were selected. head of leisure for DW Sports. Guy explains: “As seasoned professionals, we want value for Precor supplied the gym equipment at GymWorks: 50 pieces money. Safe Space gave us that and more. I chose them for this of cardio, including the recently launched AMT with Open project because it was an important job with a strict deadline – Stride, alongside Icarian strength units and Concept2 rowers. I needed people I could rely on to deliver quality on time. Alongside this is a large free weights area and a functional “Safe Space went above and beyond, not just in terms of training zone equipped by Escape Fitness. hitting the tight deadline, but also in the way it provided a top The new club also offers 26 group cycling bikes and quality project management service and fi nal fi nish installation. a 185sq m (2,000 sq ft) studio featuring a nightclub-style The changing rooms look amazing and the customer feedback sound system and lighting, whereby the colour of the walls has been fantastic. I certainly hope to work with them again in changes in sync with the music. the future and ensure all our customers receive a quality facility For the changing rooms, Guy chose to work with Safe at unbeatable membership prices.” Space Lockers. Following an in-depth consultation, Safe Space Daniel Jones, sales director for Safe Space Lockers, led the Lockers presented Guy with a variety of designs in 2D and 3D, project. He says: “Ensuring GymWorks got exactly what it making the fi nished changing rooms easy to visualise. It also wanted was paramount. We provide quality products to fi t all offered GymWorks a number of options for different budgets environments and, with the added bonus of our own interior without compromising on quality or durability. design service, we were able to offer Peter and Craig GymWorks opted for MFC laminate lockers with a a selection of designs prior to their commitment.” traditional superior oak fi nish, oak veneer benching and dry For more information: www.safespacelockers.co.uk
84 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2013 © Cybertrek 2013 Redesign your changing rooms with
3D Design Rendering Lockers Locking Systems Cubicles Washrooms
Safe Space Lockers Ltd
Please call 0870 990 7989 for more details E: [email protected] www.safespacelockers.co.uk
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October 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 85 PROJECT PROFILES PROJECT PROFILE PROMOTION
Edinburgh Leisure has been working with TRP to drive member attendance and loyalty
remain a member for seven months, but those who attend ATTENDANCE = RETENTION once a week or more stay for 12 months. This potential to SUPPLIER: THE RETENTION PEOPLE grow average membership lifetime by an additional fi ve months CLIENT: EDINBURGH LEISURE focused the minds of the management team to ensure that every opportunity to make a difference with a member is maximised. Mclean recalls that, in the early days, some staff treated avid Mclean, fitness manager at Edinburgh Leisure, interacting with members as a ‘tick in a box’ exercise, simply is very aware of the perception among some going through the motions and not truly focusing on helping D segments of the general population, as well as the members attend more. However, he explains: “In the last 12 media, that some gym operators are happiest when months, we’ve ramped up our efforts and we have far greater members don’t turn up. However, he says: “We believe in clarity in terms of what we expect of staff, as well as an improved doing all we can to help members attend regularly. We want ability to manage them. We keep everyone in the business our members to use our facilities as much as possible.” focused on helping members attend at least once every week”. Recognising the many factors that contribute to achieving Secondly, member experience at Edinburgh Leisure has this aim, Edinburgh Leisure deploys a broad range of strategies been further enhanced by an investment in TRP’s Customer – each with its own metrics to monitor performance. The Experience Management (EngageCEM) module NPS Survey+, a organisation has been working with The Retention People loyalty metric and a discipline for using customer feedback to (TRP) since 2009 to help manage this process and ensure that fuel growth in a business. staff in its centres are doing all they can to help members make Through the Net Promoter System (NPS), managers now regular visits, including implementing TRP’s Interact software. have up-to-the-minute feedback on what members feel about This highlights visiting customers who are most at risk of Edinburgh Leisure and a clear process for turning those who dropping out and encourages staff to approach them and are not happy with the organisation into fans. provide the assistance required to help the member Mclean concludes: “TRP provides a range of key re-invigorate their activity routine. performance indicators and we can take very clear actions Over the last 12 months, Edinburgh Leisure has made two against each one. TRP offers phenomenal support and coaching further important changes as part of its ongoing strategy. First, which continuously strengthens our strategy. If you’re serious it has placed a key focus on both the quantity and quality of about making a difference, you need to start engaging with interactions being undertaken by staff. This has been driven more people to help them be more active. Everything TRP by analysis carried out by TRP which highlighted, among other does helps operators to do this.” things, that members who attend less than once a week only For more information: www.theretentionpeople.com
86 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2013 © Cybertrek 2013 DIRECTORY
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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 17318-0437. Periodicals postage paid @ Manchester, PA. POSTMASTER Send US address changes to Health Club Management, c/o PO Box 437, Emigsville, PA 17318-0437. The views expressed in print are those of the author and do not necessarily represent those of the publisher The Leisure Media Company Limited. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by means, electronic, mechanical, photocopying, recorded or otherwise without the prior permission of the copyright holder. Printed by Warners Midland. © Cybertrek Ltd 2013 ISSN 1361/351 October 2013 © Cybertrek 2013 Read Health Club Management online at healthclubmanagement.co.uk/digital 91 Preva helps her reach her goals and you reach your numbers.
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