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EUEEURUROPOPEPEE EUROPEEUUROPRO health clubFOCUS management JANUARY 2010
INTERVIEW WINSTON HIGHAM The CEO of DW Sports Fitness talks about rebranding, retail and a revitalised fi tness offering
james caan ben silcox FOOD FOR on the birth of the THOUGHT new nuyuu fi tness How can operators make money from selling nutritional products?
EVERYONE’S TALKING ABOUT... 2010 PREDICTIONS
WHAT’S IN STORE FOR THE HEALTH AND FITNESS INDUSTRY THIS YEAR? the offi cial a leisure media publication company of the FIA publication
Read Health Club Management online www.healthclubmanagement.co.uk/digital Keep
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Subscriptions Julie Albone +44 (0)1462 471915 cherish your staff Circulation Manager Michael Emmerson It’s clear that the health and fitness industry made it through +44 (0)1462 471932 2009 relatively unscathed, as members showed loyalty to their Editor clubs. There were far fewer business failures than expected and Liz Terry on the whole, we’re going into 2010 in reasonable shape. +44 (0)1462 431385 However, keeping the cash flowing and the budgets under Managing Editor control in 2009 may, in part, have been achieved at the cost of Kate Cracknell goodwill from team members, as club owners – particularly in +44 (0)1462 471906 the private sector – have employed some pretty hard practices to keep their businesses running. FRONT COVER: WWW.ISTOCK.COM/BILL NOLL WWW.ISTOCK.COM/BILL COVER: FRONT Deputy Editor Many health clubs have been operating with reduced numbers of staff for months as a result of the Jo Talbot +44 (0)1462 471906 recession, and although members may tolerate this for a certain length of time, it does ultimately Assistant Editor undermine the business if there’s no one on the gym floor during peak hours. All retention research Katie Barnes shows that regular, encouraging, friendly and involving contact with staff sustains members’ loyalty +44 (0)1462 471925 and commitment, so cutting back will inevitably have a negative impact on the business. News Desk Being short staffed also piles added pressure on the people who are left behind and 2009 saw the Pete Hayman industry stretching its people to their limits +44 (0)1462 471938 Some operators employ in many cases, with holidays cancelled, Sarah Todd overtime extended and back-to-back shifts +44 (0)1462 471927 large numbers of low-paid being worked to keep things running. Tom Walker staff on zero-hours However committed people are, if they’re +44 (0)1462 471934 asked to overwork on a regular basis, it Products Editors contracts to ensure ultimately makes the business unsustainable Mark Edmonds and even the most loyal will struggle not to +44 (0)1462 471933 there’s always a pool of let their resentment show, causing further Sarah Todd fairly desperate people +44 (0)1462 471927 damage to relationships with clients. But it isn’t just employees who’ve been Designers competing for the Andy Bundy available work slots taking the strain. There’s evidence to show +44 (0)1462 471924 that some in the industry are resorting to Ed Gallagher sharp practices in dealings with freelance staff +44 (0)1905 20198 such as specialist martial arts or yoga instructors. We’re getting reports that freelancers are being Claire Toplis repeatedly underpaid by operators and, in some cases, being obstructed when they try to apply for +44 (0)1462 471910 recompense to further delay payments being made. Is this the operators in question juggling cashflow Website Team and temporarily underpaying non-core staff to get through a squeeze? There’s no evidence of criminal Katie Eldridge activity, but it’s certainly clear that if some operators can overlook freelancers’ payment claims for a few +44 (0)1462 471913 weeks or months, they’re taking the opportunity of doing so to keep the cash in the bank. Dean Fox Another issue which needs to be addressed is that of low-paid staff on zero-hour contracts. It +44 (0)1462 471900 appears some operators are engaging large numbers of zero-hour staff and then making them Emma Harris compete for relatively small amounts of work – often on an ad hoc basis. The advantage to the +44 (0)1462 471921 operator is that this ensures there’s always a pool of trained, available and fairly desperate people Tim Nash competing for work. It also means these staff are more likely to work for the lowest possible amount: +44 (0)1462 471917 people in this position tend to be junior, less well qualified and who are often on the minumum wage. Michael Paramore +44 (0)1462 471926 But is it right for us to exploit people in these ways, sometimes offering them only the barest amount of job security? Surely we want to build a reputation as an industry that looks after its people Publisher Jan Williams and creates good jobs and prospects? We need to recognise that our people are the key to our +44 (0)1462 471909 success, and when the market begins to grow again, as it most surely will, these operators will reap Sales what they’ve sown when it comes to the goodwill of the teams who deliver services to customers. Julie Badrick +44 (0)1462 471919 Liz Terry, editor John Challinor +44 (0)1582 607970 health club SPORTS Attractions Nadeem Shaikh management MANAGEMENT management K?<00 A NEW M@CC8>< 3D DIMENSION K? Bringing fencing to Maurice Kelly +44 (0)1462 471902 a wider audience On re-engineering Rileys BANKSY THE SCARLET VS Three sisters open their BRISTOL MUSEUM WINSTON eco hotel in Cornwall HIGHAM Financial Controller Getting Wigan Active james caan MICHAL KREJZA Sue Davis The head of the EU Sport ben silcox Unit talks about its policies FOOD FOR on the birth of the THOUGHT new nuyuu fi tness 9Xebjpmj How can operators make money 9i`jkfcDlj\ld from selling nutritional products? +44 (0)1395 519398 How many 50m 2010 PREDICTIONS swimming pools :?@G:C<8IP do we need? Do we need a tourism bank? Financial Administrator Denise Gildea +44 (0)1462 471930 NEWS AND JOBS UPDATED DAILY ON THE INTERNET leisureopportunities.co.uk Credit Controller CONTACT US The Leisure Media Company Ltd, Portmill House, Portmill Lane, Hitchin, Hertfordshire SG5 1DJ UK Rebekah Scott +44 (0)1462 733477 SUBS Tel: +44 (0)1462 471915 Fax: +44 (0)1462 433909 © Cybertrek Ltd 2010 january 2010 © cybertrek 2010 Read Health Club Management online 5 healthclubmanagement.co.uk/digital welcome to HEALTH CLUB MANAGEMENT SIBEC talk was of online opportunities p62 PTs discuss favourite free weights p47 A look at the new life-ness centre p60 contents 08 letters Readers share their thoughts on our recent staff training feature (HCM Oct 09) in which we asked whether soft skills can be taught 10 news round-up £10m ‘Active Women’ funding package launched by Sport England, plus we unveil our new independent operator news page 18 international news DiR opens its latest club in Barcelona, while Gold & Blue opens in Genoa, Italy 26 diary dates 2010 44 q&a james caan An overview of the key dates, & ben silcox 20 fi a update events and conferences of 2010 The Dragons’ Den dragon and the New FIA board members are former LA Fitness sales manager announced, and David Stalker gives 31 competitive edge unveil their plans for nuyuu fi tness, his thoughts on what 2010 will hold Give staff and members something the UK’s latest low-cost gym chain, to focus on in their training – get which launched in October 24 people news involved in these great charity events Esporta appoints a new CEO, 47 freestyle champions David Stalker becomes executive 32 everyone’s talking about... Our panel of personal trainers director of the FIA, and Technogym 2010 predictions discuss their favourite types of reshuffl es its team We ask a selection of industry free weight operators about their plans and predictions for the year ahead 52 industry barometer Mike Hill summarises the key 34 interview winston higham fi ndings of the latest HAFOS survey, The CEO of DW Sports Fitness and outlines their implications for talks to Kate Cracknell about the the health and fi tness sector chain’s expansion plans, and about integrating retail with fi tness 55 a piece of the action Research suggests that the simple 39 feeding the bottom line act of exercising can be enough to How can operators maximise sales have a positive effect on body image of nutritional products? Our panel – even if you don’t actually reach Club cleaning p67 of experts share their thoughts specifi c fi tness goals 6 Read Health Club Management online january 2010 © cybertrek 2010 healthclubmanagement.co.uk/digital JANUARY Findings from Mintel’s latest research p56 The offi cial publication of the Fitness Industry Association +44 (0)20 7420 8560 reader services Detail of DW Sports Fitness’ plans p34 The birth of nuyuu fi tness p44 digital turning pages magazine 56 riding the zeitgeist 67 tour of duty See Health Club Management online Mintel’s latest Health and Fitness We take a virtual walk around a healthclubmanagement.co.uk/digital Clubs UK report, released in health club, looking at ways in which October, gives a snapshot of the operators can keep their facilities news & jobs sector and an insight into future clean – both visibly and in terms of For jobs and news visit the Health opportunities. Mintel’s senior protection against infection Club Management website at leisure analyst summarises the key healthclubmanagement.co.uk points from this new report 70 fi tness-kit.net winter training attention buyers! 60 expansive-ness With the winter sports season Use our search engine to find The overhaul of a failing public upon us, we review some of the suppliers and get innovation updates access, pool-only site in Germany equipment your members could use fitness-kit.net has resulted in life-ness – a brand to get ready for their winter break new site with an extensive offer – from SkiErgs to Nordic Walking subscribe: Sign up for Health Club Management 62 going digital 72 fi tness-kit.net at leisuresubs.com, or call: The talk at SIBEC UK & Europe was The launch of Velaqua – a fl oating, +44 (0)1462 471915 health club of online opportunities. We round pedal-less cycle for use in swimming management DIRECTORY up the discussions and ask delegates pools – and Trixter’s X-Bike is buyers’ guide: architects/designers clothing & merchandise for their thoughts endorsed by motocross champions For suppliers of AV/sound products and services 64 tribal culture 77 lightweights in the health club clothing & merchandise Kate Cracknell summarises the A lighthearted look at chess boxing, and spa markets, 5PCPPLZPVSBEWFSUDBMM UIFTBMFTUFBNPO +44 (0)1462 431385 To book your presentations from the recent a fat club for overweight policemen, turn to p73 advert call To book your advert call the sales team on IHRSA European Congress and a sumo run world record event +44 (0)1462 431385 january 2010 © cybertrek 2010 Read Health Club Management online 7 healthclubmanagement.co.uk/digital JANUARY 10 LETTERS write to reply JANUARY 2010 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] soft skills can be taught – but are they? I read the recent feature on staff © ISTOCKPHOTO.COM/RICH LEGG training (HCM Oct 09, p44) with interest. While anyone with the appropriate academic ability and level of fitness can acquire the knowledge and practical instructing skills associated with being a fitness instructor, the soft skills needed for relationship building, motivating, gaining trust and influencing are essential attributes to any successful fitness instructor. Fitness instructors need to be able to empathise with the needs and desires of their clients by interpreting and responding to body language in an appropriate manner. However, electronic communication – emailing, texting, online messaging – has diluted All successful fi tness instructors need soft skills for relationship building the quality of these skills in today’s workforce and led to a reduced soft skills can be taught: our personal staff must realise the value confidence in their own ability to training diploma includes training of learning soft skills communicate face to face. in effective communication, the I was interested to read your article on Neither do the current standards psychological elements of instructing and whether instructors can be trained in for fitness qualifications in the UK communicating with adults and so on. soft skills (HCM Oct 09, p44). It seems effectively assess softer skills: someone However, even if soft skills are not the consensus is that it’s preferable to could qualify as a fitness instructor with covered in the assessment criteria of a recruit attitude and then train skill. absolutely no personality whatsoever. qualification, trainers should not be afraid I agree, but I also strongly believe that The ideal scenario for a health to give honest and constructive feedback soft skills – life skills – can be taught. and fitness training provider is, of on these areas, as well as support and Most of us learn our communication course, to find and train academically guidance on how to improve. skills unconsciously through education, bright people with already excellent debra stuart upbringing, peers and exposure. Most of communication skills. Nevertheless, ceo, premier training us don’t know how we get the results we do when we communicate – we just do it, and enjoy our success. Taking early legal advice can often prevent the letter A programme I developed for a client a problem becoming a dispute. The team at in South Africa addresses this knowledge of the law Croner Consulting answers readers’ questions gap, increasing participants’ awareness of unconscious rapport building and What offences exist and what penalties can be imposed if we breach the communication skills, then making them Q Data Protection Act? ‘learnable’. It’s been very successful in bridging the socio-cultural divide There are a range of offences under the Act, the principal ones being (1) between staff and members. A where organisations fail to notify the Information Commissioner, (2) obtaining, Typically, only one in five instructors disclosing or selling personal data without consent, and (3) breaching enforcement has the natural skills and attitude needed, notices served by the ICO. While jail sentences can be imposed in very serious with no training required. However, cases, the usual penalty imposed by the courts is a fi ne (currently up to £5,000). when instructors realise the value of The Ministry of Justice is proposing to introduce much higher penalties: from April improving their social and life skills – the 2010 it is proposed that the maximum fi ne be increased to £500,000 where the impact it will have on the gym floor and breach is serious and likely to cause substantial distress or damage, and where in every other area of their life where the breach was deliberate. The new penalties are designed to encourage greater they have relationships – the penny really compliance with the data protection principles, and to give individuals drops and there is motivation to change. greater confi dence that their personal data is being handled correctly. ben jobson consultant, trainer, coach & mentor 8 Read Health Club Management online january 2010 © cybertrek 2010 healthclubmanagement.co.uk/digital Discover bright ideas at the UK's leading beauty event : Meet and buy from leading skincare, nails, tanning, : Be inspired at free expert-led masterclasses equipment and salon supplies brands : Test your skills at the International Nail : Discover inspirational new products and ideas Competition : Benefit from exclusive show discounts : Free entry to all beauty professionals and students Register for free entry at www.professionalbeauty.co.uk/london/ticket Priority code: ESpaBusiness update news in brief... £10m boost for female fitness Sport England has unveiled a new £10m schedule to managing a tight budget, new fi tness suite for ‘Active Women’ funding package, which taking part in sport can seem like a ripon complex aims to increase the number of women distant possibility for women. We know, A new fi tness suite is set to be from disadvantaged communities however, that when shaped with women created at Ripon Leisure Centre, participating in active leisure and sport. in mind, projects can play a huge part North Yorkshire, as part of a The funding pledge, which will also in making sport more accessible – and, £285,000 scheme funded by target women who care for children full- indeed, attractive.” Harrogate Borough Council (HBC) time, is designed to remove the number Sport England chief executive Jennie and Ripon City Council (RCC). of barriers facing those who want to Price says: “We know that women can The venue’s original ground fl oor take part in physical activities and play face particular barriers to taking part Brimhams’ Fitness Suite will be sport – barriers that include childcare, in sport, and it’s important that we developed into a free weights transport, cost and time constraints. invest resources into understanding training area as part of the project, Backed by former Olympic gold how best to overturn those.” which will create one of HBC’s medallist Denise Lewis, Sports Minister largest fi tness facilities including Gerry Sutcliffe and the Women’s Sport 209sq m (2,250sq ft) of gym space. and Fitness Foundation (WSFF), the Technogym will supply 36 pieces of Active Women fund is the second of equipment for the new suite. Sport England’s themed rounds to address some of the key issues affecting stevenage fitness facility participation at grassroots level ahead awarded council funding of the 2012 Olympics. A £250,000 revamp of the Fitness According to the organisation’s Active @ The Leisure Centre facility at People Survey for the period July 08– Stevenage Arts & Leisure Centre July 09, only one in eight women across in Hertfordshire has now been England regularly plays sport. This completed. The Stevenage Borough compares with one in fi ve men. Council-funded project will provide The launch of the Active Women an expanded open plan gym fund comes as Sport England confi rms facility, including 47 new pieces of it will invest £1.4m in helping the WSFF G7 strength range equipment by work with national governing bodies Matrix Fitness Systems, to meet the for sport to provide opportunities that increased number of GP referrals meet the needs of women. from local surgeries and Lister WSFF chief executive offi cer Sue Funding aims to provide women with Hospital. A new entrance to allow Tibballs says: “From juggling a busy more opportunity to take part in sport easy access for wheelchair users, a new changing area and a new group cycling studio will also be built. study shows success of referrals parkwood axes sunbeds Researchers studying an exercise from leisure centres referral scheme running in Forest Health club operator and Heath, Suffolk, have found that those management contractor Parkwood completing the 10-week programme Leisure has become the latest showed “small but important changes” operator to remove all sunbeds in a number of key measurements. from its sites. According to MD The study into the Active For Life Andrew Holt, the decision to scheme, carried out by the MRC remove all tanning equipment by Epidemiology Unit at Addenbrooke’s 1 January 2010 was made after the Hospital in Cambridge, found that many group reviewed research conducted participants reduced their blood pressure, by the International Agency for increased their peak fl ow and decreased Research on Cancer (IARC). their weight and waist circumference. It Holt says: “Having considered also found evidence of social, emotional the latest research in this area, and physical improvements. However, the we now feel that removing the study also highlighted that approximately sunbeds is in the best interests of half of those who started the scheme our customers.” In July, the IARC failed to complete it. said it had established a “clear link” The results of the MRC study have between sunbeds and skin cancer. If your GP refers you to exercise, it can been published in full in the journal lead to ‘small but important changes’ Public Health. 10 Read Health Club Management online january 2010 © cybertrek 2010 healthclubmanagement.co.uk/digital news and jobs updated daily on www.healthclubmanagement.co.uk HEALTH CLUB edited by tom walker. email: [email protected] MANAGEMENT HANDBOOK 2O1O A bowling alley and children’s centre will be included in the £1.5m scheme dll unveils raynes park plans A new indoor bowling alley and a DLKids currently offers more than purpose-built children’s centre will be 2,000 activities each week across the built as part of a £1.5m scheme unveiled country, including sessions for specifi c by David Lloyd Leisure (DLL) to improve age groups, sports coaching led by leisure facilities in Raynes Park, London. specialist instructors, and pre- and DLL’s main health club in Raynes Park post-natal activities. will remain unaffected by work on the Charles Jude, general manager at The 6th edition of the scheme, which will result in a complete David Lloyd Raynes Park, says: “Families Health Club Management overhaul of the area’s existing bowling are at the heart of what we do. That’s facilities. The new children’s venue will why we’re committed to investing in our Handbook, published in operate under the DLKids brand. club to maintain and enhance what we A range of activities and programmes have on offer, ultimately to ensure that association with the Fitness for families with children will be families in the local area can get active Industry Association (FIA), provided by the DLKids venue, which and have fun together in a safe will be linked to the revamped bowling and modern environment.” is being distributed in venue to offer educational and fi tness The new facilities are scheduled for sessions, play and after-school activities. completion in early 2010. January 2010. The handbook is a new woodland workout scheme unveiled comprehensive guide and reference tool distributed A new ‘woodland workout’ scheme A recruitment drive has been has been launched in Lincolnshire launched in a bid to encourage to industry suppliers and to help people keep fi t while also adults to sign up to the scheme, helping to improve wildlife habitats in which will offer training in the safe operators, FIA members two woodland areas near Wragsby use of tools. Traditional woodland and to industry buyers at and Market Rasen. craft workshops will also be run. Developed as a partnership Hannah Darcel, Forestry events such as LIW, SIBEC between the Forestry Commission Commission health and wellbeing and Lincolnshire Limewoods Project, ranger, says: “The sessions are and IHRSA.. the initiative at Osgodsby Wood and all about doing yourself and the Great West Wood will include the environment the world of good. removal of invasive species of plants, There are loads of tasks that need as well as heathland restoration. doing in the woods.” AVAILABLE IN PRINT AND january 2010 © cybertrek 2010 ONLINE update news in brief... manchester’s £3m revamp willenhall leisure centre facing closure Manchester College is to invest £3m A leisure centre in Willenhall, West in redeveloping the college’s fi tness Midlands, could be forced to close and sport facilities. under new draft budget proposals The health and fi tness clubs on the drawn up by Walsall Council – part Northenden and Moston campuses have of a bid to cut expenditure by more recently been refurbished, with £100,000 than £11.2m. The spending plans, spent on Cybex CV and resistance kit. now subject to public consultation, Both clubs are also open to the public. will be based on a £137.2m grant The Northenden campus has also from central government and could undergone substantial building work, also require a provisional 4.5 per The dance classes will also be converting workshops into a new fi tness cent increase in council tax. made available to non-members suite and creating an outdoor, multi-use One of the measures being games area. At Moston, the old gym – proposed is the closure of fi tness fi rst’s located in the basement of the building Willenhall Leisure Centre, which – has been refurbished, including levelling is set to save the council more strictly classes the fl oor and adding a spa. than £216,500 during the fi rst The opening of the new fi tness centres year, including security costs. In Health club operator Fitness First marks the fi rst phase of the college’s plans the long-term, the closure could has secured an agreement with BBC to improve the provision of active leisure save nearly £300,000 a year. Worldwide, the UK broadcaster’s at the institution. Further plans include Walsall Council spokesperson commercial division, to offer new the redevelopment of the old Harpurhey Chris Towe says: “Everyone is exercise classes based on the Baths. A listed building, the baths will well aware of the tough economic programme Strictly Come Dancing. be converted into a fi tness suite and climate we are in and we have faced The Strictly Fit classes have been performance arts centre, which are due some very diffi cult decisions.” designed to encourage participants for completion in September 2010. to improve their fi tness levels abbey leisure centre through a range of dance moves revamp underway and disciplines, including cha cha A £1.2m revamp of Abbey Leisure cha, waltz, quickstep and jive. Centre in Selby has been given The classes – which will be offered the green light. Health and fi tness at selected Fitness First health clubs improvements to the facility will – are free to attend for members of include an expanded gym, a new Fitness First across the UK, while non- aerobics suite and a new health members will also have the opportunity suite with a sauna, steamroom and to sign up to the classes: a fi ve-day pass members’ lounge. A new multi- costs £25 for a limited period. purpose room will also be built Fitness First’s UK national fi tness for functions, meetings and crèche manager, Derek Crawford, says of the activities. The updated facility will scheme: “The nation is already gripped be operated by Wigan Leisure and by Strictly Come Dancing and now Culture Trust (WLCT). everyone can get involved – and get Manchester College: £3m refurb fi t at the same time.” of health and fi tness facilities Service you can rely on - guaranteed 48 hour call out* %$ ! ISSUE 4 CATALOGUE " OUT NOW $$ % $ & ' Call: 0845 402 2456 www.servicesport.co.uk [email protected] news and jobs updated daily on www.healthclubmanagement.co.uk HEALTH CLUB MANAGEMENT HANDBOOK 2O1O The centre will include a 130-station fi tness suite and exercise studios council unveils wakefi eld plans WHAT'S IN IT FOR YOU? Plans for a new multi-million pound A 130-station fi tness suite, a multi- ✦ swimming pool and fi tness complex use activity studio and a health suite Who’s who? of key industry personnel: in the centre of Wakefi eld, West with spa pool, steamroom and sauna s Private sector operators Yorkshire, have been unveiled by the are also planned as part of the project, s Public sector operators local authority. as well as a 200-capacity spectator s Trade associations The scheme, which is expected to viewing area and a café. ✦ cost at least £10m and which will be Denise Jeffery, deputy leader Updated State of the Industry reports situated on the site of the town’s former and cabinet member for sport and ✦ Competitive edge – charity events to motivate Sun Lane baths, will now be the subject regeneration at Wakefi eld Council, your staff and members for the year ahead of a two-week consultation. says: “This is a major project and one ✦ Diary dates – a guide to all industry events, Wakefi eld Council’s proposals include we’re determined to get right – these shows and networking opportunities an eight-lane, 25m swimming pool and things don’t happen overnight and a ✦ Predictions for 2010 from key industry figures a 13m x 7m learner pool – both with lot of work has been going on in the ✦ moveable fl oors, which will allow more background. Now we can show people Features and reference material members of the local community to our initial thoughts and look forward ✦ Multiple listings of all industry suppliers by: have access to the facility. to hearing their responses.” s A-Z s Phone book bhf warns of revamp for s Web address book s Product selector “reality gap” énergie site ✦ Company profiles including key information, contact details, images of products Parents have been warned to “take The owners of the énergie Fitness off the blinkers” over how active their Club in Croydon, Surrey, are to children are, to prevent an increase in invest £0.5m in upgrading the site. childhood obesity levels, according to The revamp of the franchised club, the British Heart Foundation (BHF). owned and operated by Matthew TO ORDER YOUR COPY OF BHF’s Couch Kids report found that Russell and Calum Ross, will include THE HANDBOOK CALL: 71 per cent of parents believe their replacing the old equipment with +44 (0)1462 471915 children to be “active enough”, despite a range of new Precor CV stations just 11 per cent of kids doing an hour of and resistance kit. OR EMAIL: physical activity each day. Ross says: “The refurbishment According to the BHF, schools need will create a completely new look [email protected] to maximise the opportunities for for the club.” children to participate in physical activity. Copies will be available to purchase at £25 january 2010 © cybertrek 2010 each and all content will be available online. INDEPENDENT OPERATOR FOCUS independent operator news beacon centre invests in dance The Beacon Centre for the Blind, in Wolverhampton, has installed a range of interactive fi tness equipment as part if efforts to break down barriers to exercise for people with sight loss. The centre, which aims to help people with sight loss live fuller and more independent lives, has installed a two- panel Sportwall and an eight-dance mat system supplied by ZigZag. Beacon’s fundraising and marketing The centre is operated by an manager, Clare Thomas, says: “Part of independent charity for the blind our job is to keep people fi t and healthy and to make it fun. However, some able- “The Sportwall and dance mats are bodied people fi nd it hard to go to the also suitable for all fi tness levels and gym, so you can imagine how terrifying it ages, so it makes mixed age exercise at can be for people with sight loss. the centre both possible and fun. In fact, “Interactive fi tness equipment is when we were testing it, we couldn’t get perfect for our members – most people one older lady off the Sportwall!” with a visual impairment have some sight The Beacon Centre is a registered and the bright lights make it ideal. The charity and began life in 1875 as the noises also help a great deal. Wolverhampton Society for the Blind. female-only club enhances its security Fitness4Females health club in Gloucester has installed a fi ngerprint recognition system to improve security for its 250 members. The family-owned and operated club has invested in technology supplied by Easydentic. According to the club’s owner, Sharon Roberts, the recognition system has also removed the need for the gym to invest in separate New fi ngerprint recognition system membership cards. in use at the Fitness4Females club karate club for fi trooms Fitrooms health and fi tness club in Fulham, London, will become the base for the Shidokan GB team from January 2010. Shidokan – a form of karate that mixes bare-knuckle knockdown karate, Muay Thai and grappling – was founded in Japan in 1981. In the UK, the martial art is headed by master instructor (shihan) Jean-Jacques Burnel, a sixth dan black belt. Brunel is also famous for being the bass guitarist of punk rock band The Stranglers. Fitrooms, owned and operated by Mario Pederzolli, opened in 2003. Shidokan is a form of karate that Facilities include a gym, a large exercise was founded in Japan in 1981 studio and spa facilities. 14 january 2010 © cybertrek 2010 training news fi tpro and premier team up la fi tness Training provider Premier Training teams with iql International has teamed up with Fitpro, LA Fitness’ club in Derby is to become the world’s largest association for fi tness an Institute of Qualifi ed Lifeguards industry professionals, to launch a new (IQL)-approved training centre. qualifi cation for studio training. The designation is part of a deal struck The Studio Apprenticeship will teach between LA Fitness and IQL, which exercise professionals and trainers the will see IQL train more than 500 LA skillset needed for working in a studio Fitness staff in the Emergency Response exercise environment, including exercise Qualifi cation. It will also train a select to music instructing, group indoor number of the chain’s staff in the NPLQ cycling and body conditioning. Body Combat is included in the course (National Pool Lifeguarding Qualifi cation). Graduates will achieve a Level 2 Tara Dillon, IQL executive director, Certifi cate in Instructing Exercise to Fitpro’s Andy Jackson says: “Members says: “This is great news for us as it Music, along with four additional Les will benefi t from access to this course, means more lifeguards can be qualifi ed Mills teaching certifi cates – Bodypump, while new entrants into the industry now as demand continues to grow.” Body Combat, group indoor cycling have a clear signpost to the profession.” LA Fitness has also announced a £30m and Body Balance. Debra Stuart, chief executive of scheme to its portfolio of 83 UK health By equipping graduates with a portfolio Premier Training International, says: clubs. The investment and new strategy of group instruction qualifi cations, the “There are few greater ways of improving is being driven by CEO Martin Long, as course aims to provide employers with all productivity and profi tability than through part of his objective to reposition the round, multi-skilled studio instructors. training and development of people.” entire LA Fitness brand. supplier news activio onboard royal caribbean vipr for Swedish fi tness company Activio is to have its Fitness System installed virgin active onboard Royal Caribbean Cruise Line’s largest ship, Oasis of the Seas. Virgin Active has introduced the The heart rate-based group training ViPR following a demonstration at system will be part of the ship’s the Classic Club at Twickenham. spa and fi tness area, one of seven Available in seven weights ranging ‘neighbourhoods’ aboard the cruiser, from 4–20kg, the ViPR is a robust which can hold 5,400 passengers. rubber tube that can be dragged, Daniel Magnergård, CEO of Activio thrown, rolled, stepped on and AB, says: “Large screens in the fi tness fl ipped to offer a range of different area will present participants’ heart rate, exercises. It’s suitable for new and Activio will supply its systems on on a live feed, to make workouts more experienced gym-goers. the largest cruise ship in the world motivating, exciting and interactive.” krankcycle makes uk debut at i.n.c space A stationary hand-cycle with Either for use independently or independent crank arms, called the as part of a group, the KRANKcycle KRANKcycle, has debuted in the UK. is being launched by Matrix Fitness The latest innovation from the creator Systems. The fi rst club to house the of Spinning, Johnny G, the cross-training product in the UK is the I.N.C Space tool is said to provide an effective club in London’s Covent Garden. cardiovascular workout while building I.N.C Space also recently installed upper-body strength, addressing muscle two BodyCore platforms, the ‘next Matrix hopes to establish group imbalances and improving posture. generation’ of vibration training. classes for the KRANKcycle january 2010 © cybertrek 2010 Read Health Club Management online 15 healthclubmanagement.co.uk/digital %6/,6% 9/52 30/24).' 0%2&/2-!.#% ,UCOZADE 3PORT THE LEADERS IN SPORTS NUTRITION HAVE A RANGE OF SPORT NUTRITION PRODUCTS THAT DELIVER AGAINST A VARIETY OF TRAINING NEEDS 4HE SPORTS NUTRITION RANGE HAS BEEN DEVELOPED ALONGSIDE TOP ATHLETES AND SPORTS SCIENTISTS TO ENSURE QUALITY AND REINFORCE CREDIBILITY AMONG CONSUMERS WHICH HAS BEEN INTEGRAL TO THE SUCCESS OF THE RANGE SINCE ITS LAUNCH IN *ANUARY THIS YEAR (9$2!4% &5%, &/#53 9/52 "/$9 9/52 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DEVELOPMENT HELP BUILD EXPLOSIVE POWERHELP BUILD EXPLOSIVE POWER SCIENTIüSCIENTIü CALLY PROVEN TO ACCELERATE CALLY PROVEN TO ACCELERATE OF LEAN MUSCLE MASSOF LEAN MUSCLE MASS RECOVERY AFTER SPORT AND EXERCISE RECOVERY AFTER SPORT AND EXERCISE 7(%. 4/ 53% )4 7(%. 4/ 53% )4 7(%. 4/ 53% )4 7(%. 4/ 53% )4 !LTHOUGH ,UCOZADE 3PORT 0RO !LTHOUGH ,UCOZADE 3PORT 0RO 7(%. 4/ 53% )4 7(%. 4/ 53% )4 &OR THE BEST RESULTS ,UCOZADE &OR THE BEST RESULTS ,UCOZADE -USCLE 0OWER 3TRENGTH CAN -USCLE 0OWER 3TRENGTH CAN &OR THE BEST RESULTS ,UCOZADE &OR THE BEST RESULTS ,UCOZADE 3PORT 0RO -USCLE HIGH QUALITY 3PORT 0RO -USCLE HIGH QUALITY BE CONSUMED AT ANY POINT IN THE BE CONSUMED AT ANY POINT IN THE 3PORT 2ECOVERY PRODUCTS SHOULD 3PORT 2ECOVERY PRODUCTS SHOULD PROTEIN PRODUCT SHOULD BE PROTEIN PRODUCT SHOULD BE DAY FOR MOST EFFECTIVE RESULTS IT DAY FOR MOST EFFECTIVE RESULTS IT BE CONSUMED SOON AFTER SPORT OR BE CONSUMED SOON AFTER SPORT OR CONSUMED IN THE PERIOD CONSUMED IN THE PERIOD SHOULD BE CONSUMED IN THE SHOULD BE CONSUMED IN THE EXERCISE IN ORDER TO PROMOTE MUSCLE EXERCISE IN ORDER TO PROMOTE MUSCLE IMMEDIATELY AFTER RESISTANCE IMMEDIATELY AFTER RESISTANCE PERIOD IMMEDIATELY AFTER POWER PERIOD IMMEDIATELY AFTER POWER PROTEIN SYNTHESIS AND REBUILD PROTEIN SYNTHESIS AND REBUILD BASED TRAININGBASED TRAINING BASED TRAININGBASED TRAINING GLYCOGEN STORESGLYCOGEN STORES OR EMAIL OR EMAIL SIMONXFARRELSIMONXFARREL GSKCOMGSKCOM ,5#/:!$% AND ,5#/:!$% 30/24 ARE REGISTERED TRADE MARKS OF THE ',5#/:!$% AND ,5#/:!$% 30/24 ARE REGISTERED TRADE MARKS OF THE 'LAXO3MITH+LINE GROUP OF COMPANIESLAXO3MITH+LINE GROUP OF COMPANIES international news in brief... up&down in barcelona for dir Health club operator DiR opened a niche audience with a customised world gym signs precor its 14th gym facility in Barcelona in service – located in the fi nancial district Precor has signed an agreement October, in a building formerly occupied of the city, DiR says it’s the only gym with World Gym International to by nightclub Up&Down. in Barcelona with an executive focus. be the primary fi tness equipment The chain’s smallest site, measuring Capacity is for 2,000 members, with supplier for the franchise, providing 1,300sq m, Up&Down is also the most monthly fees ranging from 120–140. the health and fi tness centres with exclusive of the DiR clubs, catering to The 3.5m development is split across CV and strength equipment, plus two fl oors. The gym in the ‘Up’ section integrated Cardio Theater personal – equipped by gym80, Power Plate, Star viewing screens. Trac, Precor and Technogym – offers Founded in 1976 by Joe Gold, CV and resistance kit, free weights, a World Gym now has more than stretching zone, and Power Plate, Kinesis 200 franchise sites worldwide. One and pilates reformer studios. The operation currently has clubs ‘Down’ offers a spa pool with waterfalls in 36 states of the US, as well as and colour light therapy, a spa with twice Canada, Mexico, Central and South daily free neck massages for all clients, a America, Africa, Russia, Asia, lounge, and changing rooms with tanning Australia and the UAE. Plans include booths, steam rooms and an ice fountain. further expansion of the global The gym at the new site is located A 15th facility is due to open in spring gym network and the opening of in the ‘Up’ section of the facility 2010 – a 4.05sq m club, also in Barcelona. strategically located fl agship gyms. belgian deal for star trac pink treadmill raises US$50k Star Trac recently won the contract to supply kit to all 29 Passage Fitness Cybex has raised more than US$50,000 First sites in Belgium. As part of the for breast cancer survivors, thanks to contract, Star Trac will supply its fundraising events involving its specially top of the range Spinner NXT bikes, designed pink treadmills. along with the Spinning programme. Cybex pledged a donation for every On the strength side, HumanSport mile logged on its pink treadmills which, equipment will be installed into each in conjunction with The Breast Cancer club, offering clients the chance Research Foundation, were placed in clubs to incorporate range of motion and YMCAs across the US. These were into their strength and resistance used for member walk-a-thons and other training. Each of the 29 clubs has such promotions throughout October – installed Star Trac kit as part of a Breast Cancer Awareness Month in the wider refurbishment programme. US – with 250,000 miles logged. Many clubs matched Cybex’s donation. golf & pilates programme Cybex also hoped to promote the role The fi ve-star Hotel du Palais in of exercise in reducing the risk of breast Pink treadmill: Launched specifi cally Biarritz, France, has launched a golf cancer and preventing recurrence. for breast cancer fundraising and pilates programme to improve golfers’ swing movement. The programme is designed to cycling revamp for istanbul’s hillside city club help correct the body’s posture and alignment, develop core strength The Hillside City Club in Istanbul, exercise studios, a personal training and create stability – all essential Turkey, completed a revamp of its studio, a group cycling studio, an elements for hitting the ball further, indoor cycling facilities in November. outdoor pool, two tennis courts and straighter and more accurately. The 5,500sq m, US$2,000-a-year three squash courts. Coaching is tailor-made for each club is located in an upmarket area The recent upgrade focused on the individual, including three special of Istanbul and is targeted at the group cycling studio, with RealRyder golfer pilates sessions concentrating upper-mid market. winning the contract and installing its on the swing, the back and postural Well-known locally for innovation unstationary bikes – bikes that tilt to stretching, in addition to an and for the high quality of its provide a ‘real feel’ cycling experience. osteopathy session, foot refl exology instructors, it also offers a wide range The club belongs to Alarko Holding, and a physical evaluation. of facilities: a Technogym-equipped a company with a diverse range of Eleven 18-hole championship golf fi tness suite, a pilates studio equipped interests whose wellness division courses are accessible from the hotel. by Balanced Body, two standard group consists of three clubs and two hotels. 18 Read Health Club Management online january 2010 © cybertrek 2010 healthclubmanagement.co.uk/digital news and jobs updated daily on www.healthclubmanagement.co.uk edited by kate cracknell. email: [email protected] 5\dN_R f\bT\V[T a\XRR]b] dVaUf\b_ P\Z]RaVa\_` V[ , Fitness facilities at Gold & Blue are laid out using the Life Fitness Journey gold & blue opens in genoa Gold & Blue, an independent club named also introduced martial arts courses after the sand and sea of Genoa, Italy – for children and activities to attract the town in which it is located – opened older people living in the area. at the end of September. The fi tness offering is complemented Owned by Roberto Semino, the by wellness facilities – sauna and 500sq m, Life Fitness-equipped club is rehabilitation/massage area, staffed by laid out around the concept of the Life on-site sports massage and occupational Fitness Journey. The fi ve different zones therapists – that are open to both on the gym fl oor – Cardio Training members and non-members. A<.==9F3 from the board fi a board members announced The FIA is delighted to announce that Stalker. “Dave’s commitment to creating its new board has been elected. a strong voice for this community is The successful candidates are: Heather welcomed – we need every corner of Frankham, education; John Gamble, our industry represented vociferously.” re-elected for multi-site operators; and In addition to these appointments, Niki Dave Wright, single site operators. Keene, international wellness director Having founded Lifetime in of Curves International, has been co- 1995, Frankham’s nomination was opted on to the board. “Niki has an NHS underpinned by a reputation for background, which will bring an added sourcing and deploying training budgets dimension to the team as we continue to help operators enhance their ‘people to evolve and deploy our wellbeing and assets’. David Stalker, FIA executive healthcare strategy,” says Stalker. director, says: “Heather has built a Commencing their three-year term of very successful business by focusing on offi ce this month, the FIA board’s fi rst from the board quality and listening to her clients. Her meeting will be in March. combination of business incisiveness IAN MAHONEY s MD s and deep knowledge of training at the coalface will be invaluable.” reebok sports club A veteran with over 25 years’ experience as both an operator and As I near the end of my stint on the a fi tness equipment supplier, John FIA board, I ask the question: what Gamble is now MD of Fitness First UK. does the FIA do for me? And the “John has served on the board for a answer is... everything! number of years and his reputation as a For independent clubs in strategic thinker with an innate feel for particular, I’ve seen fi rst-hand the the consumer market will be critical to remarkable work that goes on at the board as it steers the TwentyTen the FIA to give them a voice at Commission’s strategic review of our the very top table of government future,” says Stalker (see p20). and the opposition. The political Dave Wright, CEO of Creative Fitness lobbying that’s conducted on our Marketing (CFM), is well known and behalf is quite mind-blowing in respected among the independent terms of the impact it will ultimately operator sector. “There’s no greater have on our future trading. champion for the independent operator Heather Frankham has been elected I cannot overstate the community in this country,” adds board representative for education importance of having a robust trade body to fi ght for recognition of what our industry can achieve in dc leisure fi rst operator to adopt the new hcs the battle to improve the health of the nation. While I appreciate the C leisure is the first operator a win-win-win for DC Leisure. Firstly, altruistic nature of the FIA’s work, to sign up to the new Health it will give complete confi dence to I equally welcome the enhanced D Commitment Statement. the NHS staff who are commissioning trade that their campaigning brings The HCS, created as an alternative more and more preventative health the way of operators. to the traditional PAR-Q (Pre Activity programmes from us. Secondly, it The desire to engineer a Readiness Questionnaire), has been will save us money because we will minimum standard of operating developed by the FIA in association with no longer need to pay for doctors to should also be applauded by those medico-legal risk management specialist give the all clear for new members who are truly committed to this EIDO (see HCM Nov/Dec 09, p16). to exercise. And thirdly, it will business, as our reputation can The aim is for the HCS to help the enable more people to join our gyms easily be stained by a small minority industry adopt a uniform approach immediately, instead of being delayed or unless we are on our guard. to new members, resulting in greater put off completely by the old PAR-Q.” The Olympics will no doubt mark clarity for consumers and reduced costs David Stalker, FIA executive a sea change in attitude to health and for operators. The HCS is also designed director, says: “The HCS was designed fi tness, and it’s a golden opportunity to improve the relationship between to help the industry strengthen its to draw new people into our clubs the fi tness and medical sectors, by role as a disease prevention specialist. and centres. However, it will require lessening the referral burden on GPs. It also brings operators in line with the help of the FIA to fully capitalise Commenting for DC Leisure, CEO all other sports and active leisure on this once in a lifetime event. Steve Phillpott says: “The new HCS is providers regarding health matters.” 20 Read Health Club Management online january 2010 © cybertrek 2010 healthclubmanagement.co.uk/digital news and jobs updated daily on www.healthclubmanagement.co.uk edited by tom walker. email: [email protected] meet the team dr john searle chief medical offi cer he FIA has been working with the British Heart T Foundation’s National Centre for Physical Activity and Health on the production of a toolkit for the effective delivery of exercise referral schemes. The FIA’s chief medical offi cer, Dr John Searle, explains exercise referrals. WHAT IS EXERCISE REFERRAL? Exercise referral is when a doctor or health professional refers a patient to a fitness instructor for a planned, structured, supervised exercise Dr John Searle has himself qualifi ed programme as part of the management as a personal trainer of an illness. disease, high blood pressure, asthma, WHO IS RESPONSIBLE FOR THE arthritis, depression, obesity, certain REFERRED PATIENT? types of back pain and some diseases of The doctor is responsible for making the the nervous system. referral and retains the responsibility for the patient’s overall care. HOW CAN YOU GET INVOLVED WITH The fitness instructor (who must be EXERCISE REFERRAL? Level 3 qualified), is responsible for s Talk to a personal trainer who assessing the patient, planning, delivering practises in this area, see what they do and supervising the exercise programme, and spend some time watching them monitoring the patient’s progress and work with patients. reporting back to the doctor. He/she s Talk to the patients. I would be must have a registered exercise referral surprised if you don’t get hooked! qualification and must keep it updated. s Get in touch with REPs and fi nd out The operator has a responsibility to what qualifi cations you need. provide a safe environment in line with s Contact one of the training companies the FIA’s Code of Practice, as well as a to see what courses they offer, how you member of staff to oversee and can do the course and what it will cost. co-ordinate its referral service. s Then just go for it – it’s hugely satisfying working with patients. IS EXERCISE EFFECTIVE IN MANAGING DISEASE? There is considerable and well- established research which proves that properly prescribed and supervised exercise can be hugely beneficial for Health Club Management is patients suffering from many diseases. the offi cial magazine of the FIA. It really does work. WHAT CONDITIONS CAN BE TREATED To join the FIA call WITH EXERCISE +44 (0)20 7420 8560 There’s a long list, but they are largely or go to www.fia.org.uk long-standing illnesses such as heart january 2010 © cybertrek 2010 21 fi a update news David Stalker, FIA executive director, coming sets out his agenda for the coming year through the TwentyTen Commission of age s often happens at the FIA, I It just so happens that, as I was including REPS and sporta – to debate recently had a week that gave starting out as a fi tness instructor, a the current landscape that’s facing the A me real cause for thought and stirring of the sand was happening in fi tness sector. reflection. Twenty years ago, when I other parts of the industry. They have set the parameters that entered the fi tness industry as a gym need further exploration: What should instructor, I never would have dreamed questions for the future the industry’s strategy be in terms of that I would be representing a multi-billion 2010 marks the FIA’s 20th anniversary. data collection and research? How are pound industry that is so in demand and For me, it’s a personal milestone and an we truly to bridge the gap with the that has the power to achieve such great opportunity for the industry to reflect on healthcare sector? What needs to be things at a societal level, with a deep social where it has come from, the challenges it done to ensure club managers are as agenda rooted in the public sector but faces moving forward, and the strategies comfortable dealing with a director of seeping into the private. that need to be put in place to ensure commissioning at a Primary Care Trust In the week in question, I met with one that opportunity turns into tangible as they are with a profi t and loss sheet of the oldest and most respected food progress for the whole industry. linked to sales and attrition numbers? brands in the world. This was followed by That’s why the FIA board has called What’s the difference between the a meeting with one of the world’s leading a commission of industry leaders to role of the public and private sectors in sports brands. The next day I met with a work together over a year-long period engaging the community? Do we have multi-million pound conglomerate which to create a strategy that’s made by the the right strategy for delivering the skills works with the government in a number sector for the sector and delivered by that our workforce needs, not just for of different sectors, from health and the FIA over the next fi ve years. today but for years to come? education to prisons. Finally, I met with The TwentyTen Commission met for These issues have now been delegated a celebrity draped in gold from previous the fi rst time in autumn 2009. Forty- to a series of focus groups, who are Olympic Games success. What all these fi ve industry professionals from private, examining them in greater detail and meetings have in common is the fact public and third sector operators joined determining the actions the FIA needs to that every single one of them wants to leading equipment suppliers, training take to serve the industry appropriately. partner with our industry. providers and key FIA stakeholders – FIA board directors and Vanguard members are chairing these groups and the FIA team is serving as secretariat, © WWW.ISTOCK.COM/PALIRAO collating the views of participants and synthesising the key themes. the questions to ask There are many questions we, as an industry, must ask ourselves: s How do we put to bed the myth that the FIA caters only for the private sector? s How do we show that the FIA has the interests of the whole sector at its core and that it’s transparent in all its dealings? s How do we ensure that, when tasked with the job of delivering on the public health agenda, we have the necessary standards and quality of delivery? s How do we generate the trust and belief that the health and fi tness sector is a partner to be counted on for results and The FIA wants to show that it’s linked intrinsically with the public health sector the production of measurable outcomes? 22 Read Health Club Management online january 2010 © cybertrek 2010 healthclubmanagement.co.uk/digital news and jobs updated daily on www.healthclubmanagement.co.uk edited by tom walker. email: [email protected] ©ISTOCKPHOTO.COM Public health is achieving high levels of support from politicians and industry; Kellogg’s is funding a free swimming initiative s How can we convince the public activity is core business of the NHS”. delivering real behaviour change. that steroid-munching members and This – backed up by the long-term However, unless we have our own contract-wielding managers do not form trends of an ageing, fattening, sickening house in order, with a clear strategy the basis of our industry? society, as stated by government reports for what we want to achieve and a s How can we convince the rest of the – mean that whichever party forms the groundswell of support from the population that fi tness is for all? next government will have to continue grassroots up, the FIA runs the risk of s How can we ensure that we’re able in the knowledge that prevention is being marooned by its own ambitions, to create a healthier nation – which, in essential, not a luxury. detached from the reality of what the turn, saves the country money through As well as the politicians, we have industry truly wants and needs. reduced healthcare costs and drives the largest corporations in the world That’s why we’re taking a year for the footfall to the sector through increased joining our cause: Pepsico is setting TwentyTen Commission to deliberate, participation in physical activity? out long-term corporate visions of a debate and discuss the way forward. s How can industry leaders come product portfolio that’s low in sugar, Throughout the course of the year, FIA together in pursuit of shared objectives salt and saturated fats; Adidas is setting members and key stakeholders will be and the good of the industry? up AdiZones across the country for invited to comment on draft strategies Regarding these questions, and any people to get active as part of the and feed into the process. We will more you may have, I can assure the 2012 Legacy; Nestle is setting up a vast publish White Papers for consultation, industry that the TwentyTen Commission corporate wellness programme for its circulate a draft policy manifesto for will enable us to proceed with no taboos staff; Asda is appointing a local events the future, and establish a governance and with no stone left unturned. and community manager in every store framework that ensures that the whole to support local partnership working; industry, and all its partners, can see that a unique moment in time and Kellogg’s is funding a free swimming the FIA has a healthy, beating heart that We’re faced with a unique moment in initiative for 900,000 people. This trend bares the inscription and interests of all the development of our sector, where is likely to intensify as corporate leaders segments of the industry at its core. support is at its highest: we have a increasingly display a desire to take This is my job at the FIA and why I Secretary of State at the Department leadership in the public health debate. am so passionate about making it work of Health who has stated that “physical As an industry, we’re essential in for all our members. leisureopportunities is the offi cial recruitment magazine of the fi a january 2010 © cybertrek 2010 Read Health Club Management online 23 healthclubmanagement.co.uk/digital people news esporta appoints new ceo Struggling health club operator Esporta has appointed John Cleland as its new chief executive offi cer. Cleland, a former chief operating offi cer of retail chain Somerfi eld, took up the role on 14 December. Cleland succeeds Glen Timms, who left Esporta in June 2009 after spending two years in the job. Before joining Somerfi eld in February 2006, Cleland also held the roles of Stalker joined the FIA in 2008 commercial managing director of B&Q and senior vice president of operations new executive at Wal-Mart Japan. He has also held a number of trading director roles at director for fi a supermarket chain Asda. John Cleland joins Esporta from Cleland says: “While I recognise retail chain Somerfi eld The Fitness Industry Association that this is a tough and competitive (FIA) has promoted its chief market, I fi rmly believe that the Esporta will therefore be to make sure we fully operating offi cer, David Stalker, proposition will become our customers’ understand our members’ needs and to the role of executive director. preferred choice in every location in focus 100 per cent on quickly addressing Stalker takes up his new position which we operate. My fi rst priority their greatest concerns.” with immediate effect after the move was unanimously ratifi ed by the FIA board in a meeting on 3 December. technogym reshuffl es team Stalker – whose career has included positions at LA Fitness, Technogym UK has completed a director of Technogym UK, as well as Leisure Connection and First Leisure strategic review and has made some continuing his involvement in the UK – joined the FIA in July 2008 when personnel changes at the very top of health agenda alongside the FIA and the he was appointed the association’s the organisation. FIA Vanguard Group. operations director. Tony Majakas, formerly UK MD, has Majakas says: “We want to remain According to a spokesperson, been appointed vice president of health at the forefront of this exciting market Stalker’s promotion is made in business development. Enrico Bracesco segment and we see the UK as an ideal recognition of his continuing work in becomes UK managing director. location to establish the new frontiers of developing operations and expanding Majakas’ newly created role is evidence-based wellness projects.” the reach of the association (see p20 designed to enhance the company’s Meanwhile Bracesco, who has lived for Stalker’s ambitions for 2010). development in the emerging health and in the UK for more than six years, joins preventative lifestyle markets. He will the company from air conditioning and also continue to serve as an active board heating company Vokèra. in brief... board changes at nuffi eld woodford joins alliance holt appointed isrm ceo Healthcare trading charity Nuffi eld Alliance Leisure has appointed an Sean Holt, former regional director for Health has appointed a new chair of industry veteran to help improve the South East and London at Sport the board and four new governors. marketing and retention. England, has been appointed as the Michael Smith, a Nuffi eld governor Paul Woodford has joined the new CEO of the Institute of Sport and since 2003, has taken over as chair group by merging his own sales and Recreation Management (ISRM). from Douglas Gardner, who stepped marketing consultancy with Alliance. Holt’s appointment was confi rmed down from the role late last year. Woodford takes on the new role of last November at the institute’s Four new governors have also been head of Alliance Support Division annual conference. appointed to the board of governors, and will work closely with national While at Sport England, Holt which oversees the running of the partnership manager John Leaver to helped to oversee the development of charity. The new governors are Guy offer sales, marketing and retention the new Wembley Stadium in London, McCracken, Neil McCausland, Fiona solutions to more than 150 sites. Nottingham Ice Centre and the Driscoll and Russell Hardy. Woodford intends to “initiate National Cycling Centre. The quartet are due to join the change” and plans to “inspire people He replaces outgoing ISRM chief board this month. to achieve sales success”. executive offi cer Ralph Riley. 24 Read Health Club Management online january 2010 © cybertrek 2010 healthclubmanagement.co.uk/digital news and jobs updated daily on www.healthclubmanagement.co.uk edited by tom walker. email: [email protected] PEOPLE PROFILE INDEPENDENT glen moulds OPERATOR FOCUS The founder of The Academy in Suffolk, dubbed one of the most sustainable health clubs in the UK, talks about his dual passions – karate and being green How long have you been in fi tness? What’s the number one weakness I’ve worked in the fi tness industry for only in the fi tness industry? three years, but have taught Shotokan Contracts. Why should members be tied karate for 30 years at an international level. in to a social activity? Many are leaving at the end of their contracts and coming How has your career progressed? to us. They don’t want to be tied in again. I spent six years in the army, followed by We have a ‘moral’ agreement for three, 19 years as a detective sergeant in the six or 12 months, where the customer Metropolitan Police’s Flying Squad. I left agrees to pay us the required monthly fee. in 1994 to pursue my dream of teaching If they leave before the end of the period, karate, which I still do six days a week. we ask for the balance; both sides know that, in practice, this is unenforceable, What’s your current role? Gym is heated by a coal/wood burner but most of our customers honour their I’m the chief instructor of a large karate part of the bargain and, in return, we group with clubs in Norway, India and building. We renovated the whole place give good service and a warm welcome the UK. I’m also sports director and ourselves using many materials bought when later they choose to return to owner of The Academy Health & Fitness second-hand from auction sites. us. This seems to work well for us. Centre in Suffolk, where my role is to The only heating in the main reception develop sports and facilities, especially and gym is a large wood/coal burner. The What drives you? in relation to karate and the gym. studios are both air conditioned, but use The fear of losing it all. Everything I do is a new, effi cient, Panasonic inverter system. to enable The Academy to be sustainable. How did the idea of All the lights in both buildings are low The Academy come about? energy or LED, and the toilet/shower How can operators help in The dream started about 20 years ago areas are controlled by infra-red sensors. the fi ght against obesity?. when I built a similar place with a business This is particularly important for us, as Invest in quality staff who are prepared partner in London. However, one week we have more than 100 young dancers to listen more. Rather than giving them before opening, he sold it to a pop band in and out of the toilets most evenings! an automatic programme that fi ts easily as a large recording studio! I then decided We build our own log cabins for into the operator’s system, listen to what to go it alone and it’s worked well, even if residential camps using materials from the customer really wants to achieve and it is a little daunting at times. auction sites. A typical example would spend time encouraging and sharing their be the new set of wooden patio doors excitement throughout the journey. What was the motivation behind and fi ve windows for the cabin, which making the facility sustainable? we purchased on eBay for £15! The What’s been your career highlight? Money! I hate to see it burning away in archery range, meanwhile, is built from The completion of my self-build sports bills. There’s great pleasure in knowing second-hand telegraph poles, and we’re academy three years ago and fi ghting everything you design and implement will in the process of building an outdoor bar in the England karate squad in 1994. use the least amount of energy required. made from the same materials. We build most of our new facilities out We have our own chickens and What are you goals? of wood, using telegraph poles, sleepers vegetable plots to feed the staff, with My personal goal is to continue teaching and reclaimed timber. It’s great fun and any excess being sold to members. karate into my eighties. I’d like to continue you can do it yourself. It’s far more to develop The Academy into a very pleasing to the eye and the customer What are your tips to operators large sports and social complex where supports us with their membership. for improving green credentials? everyone from families to athletes can Lighting. Count the number of light come and train in the same environment. What methods were used to bulbs you have in the whole facility make The Academy sustainable? and work out what wattage they’re What’s your favourite life motto? The Academy was originally an old pig using. Low energy or LED lighting has “If you want to soar with the farm, so we’ve simply re-used an existing seriously reduced our electricity bills. eagles, don’t mix with chickens.” january 2010 © cybertrek 2010 Read Health Club Management online 25 healthclubmanagement.co.uk/digital diary dates encourage the world to be a fi tter place. sport performance, integrated back JANUARY Fitness First clubs are issuing free passes rehabilitation, and STOTT PILATES 23–24 ❘ The Diet & for the week, available from the website. postural analysis. Fitness Show Web www.internationalfitnessweek.com Te l +1 (858) 535 8979 ext. 7 Venue Olympia, London, UK Web www.ideafit.com Summary 6–8 ❘ Spatex 2010 Primarily an exhibition about losing Venue Brighton Hilton Metropole 25–27 ❘ FORUMCLUB 2010 weight and getting fi t, with healthy living Exhibition Centre, Brighton, UK Venue Bologna, Italy and exercise-focused exhibitors. Summary Summary Tel +44 (0)1787 224040 An exhibition for professionals in The 11th annual international congress Web www.dietandfitshow.co.uk the design, installation, retailing, and trade show for health and fi tness, maintenance and operation of pools, wellness and aquatic clubs. Running 25–26 ❘ Facilities spas, saunas and ancillary equipment. alongside is FORUMPISCINE, the Management Forum Tel +44 (0)1264 358558 swimming pool show launched last year. Venue Radisson Blu Hotel, Web www.spatex.co.uk Tel +39 051 25 55 44 Stansted Airport, UK Web www.ncforum.com Summary 19–21 ❘ Fitness IFEMA 2010 This year’s forum aims to encourage Venue Madrid, Spain greater awareness of the role of facilities Summary MARCH management in all industries. International fi tness, sports facilities 10–13 ❘ IHRSA 2010 – Tel +44 (0)1992 374100 and wellness show. Annual International Web www.forumevents.co.uk Tel +34 91 722 30 00 Convention & Trade Show Web www.ifema.es Venue San Diego, California, US FEBRUARY Summary 25–28 ❘ IDEA Personal The 29th annual exhibition, conference 1–7 ❘ International Trainer Institute and networking event for the health Fitness Week Venue Alexandria, Virginia, US and fi tness industry. Venue Fitness First clubs worldwide Summary Tel +1 617 951 0055 Summary A conference for personal trainers with Web www.ihrsa.org Following the success of the campaign more than 65 educational sessions, 27 in the UK in 2009, International Fitness of the industry’s top presenters and 18–21 ❘ ECA/One Week is being rolled out globally to three pre-conference workshops: in Body One World Venue New York, US Summary A theatrical event with a strong dance programme plus yoga, pilates, indoor cycling, management training, nutrition, exercise design and resistance training. Tel +1 516 432 6877 Web www.ecaworldfitness.com 26–28 ❘ International Fitness Showcase Venue Winter Gardens, Blackpool, UK Summary Showcasing the latest exercise classes, along with workshops and lectures, for fi tness instructors and enthusiasts. Tel +44 (0)113 277 3885 Web www.chrysalispromotions.com APRIL 7–10 ❘ ACSM’s 14th Health & Fitness Summit & Exposition Venue Austin, Texas, US Summary Designed to translate recent scientifi c fi ndings into immediately applicable Former Spice Girl Mel B puts her name to International Fitness Week methods for use by practitioners 26 Read Health Club Management online january 2010 © cybertrek 2010 healthclubmanagement.co.uk/digital powered by THE DIFFERENCE leisurediary.com MONITOR EVERYONE & worldwide event listings for leisure professionals EVERYTHING The ACSM summit looks at how to translate science into fi tness practice with clients. The event includes 22–25 ❘ IDEA Fitness Fusion workout sessions with master trainers, Venue Rosemont, Illinois, US demonstrations and panel discussions. Summary Tel +1 317 637 9200 Education for group fi tness instructors Web www.acsm.org/summit and personal trainers. Wattbike accurately monitors Tel +1 858 535 8979, ext. 7 29 parameters 100 times a 14–17 ❘ SPATEC UK & Europe Web www.ideafit.com second so there’s plenty of Venue Split, Croatia Summary 30 april – 2 may ❘ data to keep an eye on. And A two-day meeting and networking forum Australian Fitness thanks to the Expert software at which UK and European spa owners, & Health Expo that’s included free with directors and senior personnel have the Venue Sydney, Australia every Wattbike, it’s the ideal opportunity to meet one-to-one with Summary platform for group training. more than 70 international spa suppliers. Exhibition, seminars and training for Tel +44 (0)20 8547 9830 the Australasian fi tness industry. Simply connect the bikes Web www.spateceu.com Tel +61 3 9261 4500 together and to a screen and Web www.fitnessexpo.com.au any one of 10 parameters can ❘ 14–18 Russian be displayed for all to see. If Fitness Festival the mood takes you, you can Venue Moscow, Russia MAY Summary 5–7 ❘ Club Industry East even race up to 14 bikes with A conference and trade show for the Venue The Javits Centre, New York, US a visual display. fi tness and aqua industries, including Summary more than 180 masterclasses. The Conference sessions targeting club event also includes the Russian Open owners, fi tness management executives And outside of the group situation, Fitness Aerobics Championship and and personal trainers. because Wattbike doesn’t have a a range of kids’ fi tness sessions. Tel +1 203 358 9900 fixed crank it’s perfect for individual Tel +7495 775 18 19 Web http://east.clubindustryshow.com training as well. Web www.fitness-convention.ru So for less than the price of some 12–13 ❘ SIBEC UK other group training solutions, why 22–25 ❘ FIBO 2010 Venue: Forest of Arden Marriott not look instead at Wattbike. Visit Venue Essen, Germany Hotel, Birmingham, UK www.wattbike.com to find out Summary Summary how your gym could benefit. The 25th anniversary of this fi tness Two days of meetings and forums convention. More than 500 companies involving 120 of the most important from 35 countries showcase products, suppliers and buyers of the UK leisure, concepts and solutions for the fi tness, health and fi tness sector from the local wellness and leisure industries. authority, trust and education markets. Tel +49 (0)211 90 191 131 Te l +44 (0)20 8547 9830 Web www.fibo.de Web www.sibec.co.uk WWW.WATTBIKE.COM january 2010 © cybertrek 2010 08448 759 547 27 powered by leisurediary.com diary dates 14–16 ❘ Fitness, Aerobics and Management Congress & EFAA Fitness & Personal Trainer Congress Venue Arnhem, The Netherlands Summary Event for the Dutch fi tness industry. Tel +31 495 533229 Web www.efaa.nl 22–23 ❘ BodyPower Venue NEC, Birmingham, UK Summary The BodyPower show is focused on sports including strongman, wrestling, boxing, MMA and powerlifting. It offers an exhibition incorporating sports nutrition, exercise equipment, clothing and associated products. Tel +44 (0)1926 485423 Web www.bodypowerexpo.co.uk This year marks the 25th anniversary of the FIBO convention in Germany JUNE TBC ❘ The FIA AUGUST SEPTEMBER FLAME Conference 4–8 ❘ IDEA World 6–8 ❘ BASES Annual Venue To be confi rmed Fitness Convention Conference Summary Venue Los Angeles, US Venue University of Glasgow, UK This educational conference, offering Summary Summary seminars on a broad range of topics, More than 5,000 international fi tness This year’s BASES conference programme will run alongside the FIA Industry professionals attend this event, which will feature high-profi le international Summit. The FLAME Awards aims to “inspire the world to fi tness”. speakers, with presentations of relevance ceremony will also take place at the Tel +1 858 535 8979 ext.7 to anyone with an interest in sport and event, as part of a gala dinner. As an Web www.ideafit.com exercise sciences. added celebration, this year also marks Web www.bases.org.uk/BASES-Annual- the 20th anniversary of the FIA. 19–21 ❘ 29th Annual National Conference Tel +44 (0)20 7420 8578 Fitness Trade Show Web www.fia.org.uk Venue Reno-Tahoe, Nevada, US 12–15 ❘ European Spa Summit Summary Venue Porte de Versailles, Paris, France 10–13 ❘ Festival del Fitness An annual trade show for health club Summary Venue Rome, Italy owners, managers, fi tness directors A benchmark event since it was founded Summary and personal trainers. in 2007, the European Spa Summit – held 22nd annual exhibition for the Italian Tel +1 541 830 0400 alongside a trade show – is targeted fi tness industry, offering a wide range Web www.nationalfitnesstradeshow.com mainly at the hotel sector, covering of interactive sessions. all the considerations associated with Web www.fitfestival.com 28 august – 2 september ❘ setting up and managing spas. World Leisure Congress Web www.beyondbeautyparis.com JULY Venue Kangwon National University, South Korea 12–15 ❘ SPATEC FALL 5–6 ❘ Facilities Summary North America Management Forum The theme of this year’s conference Venue Pasadena, California, US Venue Stansted Airport, UK is exploring how leisure activities Summary Summary can help in fi nding our identity. The A three-day forum of one-to-one This forum will focus on the ecological event will run alongside the inaugural, meetings. These meetings bring together aspect of facilities management, international World Leisure Games. corporate spa owners and directors giving delegates a chance to examine Encompassing around 15 different with design/management companies emerging technologies, determine sports – including wakeboarding, and leading spa suppliers. The event practical solutions, and focus on critical paragliding and sport fi shing – the also offers plenty of opportunity for issues for running their businesses. games are expected to attract more networking with industry colleagues. Tel +44 (0)1992 374100 than 15,000 competitors. Tel +1 603 529 0077 Web www.forumevents.co.uk Web www.worldleisure2010.org Web www. mcleaneventsinternational.com 28 Read Health Club Management online january 2010 © cybertrek 2010 healthclubmanagement.co.uk/digital for to help find cures for prostate and gynaecological cancers THE KERALA ADVENTURE 20 – 28 November IN INDIA 2010 • Hike and camp in Two of Britain’s leading medical men are putting on their hiking boots again for dramatic mountain the 4th Hike for Hope challenge. Hikers have raised more than £1.2 million to stop prostate and gynaecological cancers ruining lives by taking part in Hike for Hope settings treks in Jordan, Kenya and the Sinai Desert in Egypt. • Climb the second Be part of the next Hike for Hope challenge – an amazing five-day trek in one highest peak in the of India’s most stunning locations. Leading the way again will be top urologist Professor Roger Kirby, Chairman of Prostate UK, and leading obstetrician and Western Ghats range gynaecologist Marcus Setchell, a trustee of Wellbeing of Women. • Explore and For further information and an application form: experience the magic www.actionforcharity.co.uk of Kerala tel: 0845 408 2698 e-mail: [email protected] Acting as agents for Managed by ction for charity lifechangingevents Registered Charity No: 1037063 To take part you need to pay a registration fee of £250 and raise minimum sponsorship funds of £3,200. powered by leisurediary.com diary dates 21–23 ❘ Leisure Industry Week Venue NEC, Birmingham, UK Summary LIW is the UK’s largest leisure event, attracting thousands of leisure professionals and more than 350 industry suppliers. The show is now sub-divided into seven sectors: Health & Fitness, Pool & Spa, Attractions Expo, Licensed Business Show, Eat & Drink, Leisure Facilities and The Sport Show. Te l +44 (0)20 7955 3969 Web www.liw.co.uk 23–26 ❘ Inner IDEA Conference Venue Palm Springs, California, US Summary Inner IDEA’s mission is to “inspire the world to wellness through body, mind and spirit”. The Inner IDEA Conference offers demonstrations with a strong focus on education. Tel +1 858 535 8979 Web www.inneridea.com The Inner IDEA conference aims to “inspire the world to fi tness” 23–26 ❘ SIBEC North America from within and outside of the health Europe, covering over 35 product Venue Braselton, Atlanta, US and fi tness industry. Delegates will also categories. More than 1,500 scheduled Summary have ample opportunity to network meetings will take place during the SIBEC North America is a meeting with industry suppliers and colleagues event, with plenty of time allowed for and networking forum for leading club from across Europe. networking and informal meetings. owners and operators in the US – CEOs Tel +1 617 951 0055 Tel +44 (0)20 8547 9830 and COOs of health, recreation, sports Web www.ihrsa.org Web www.sibec.co.uk and fi tness organisations – to meet one-to-one with key domestic and 29–31 ❘ The Yoga Show 15–18 ❘ ISPA international suppliers. Venue Olympia, London Conference & Expo Tel +1 603 529 0077 Summary Venue Washington DC, US Web www.mcleaneventsinternational.com All things yoga under one roof – Summary including free yoga and pilates classes, The ISPA Conference & Expo offers children’s yoga, demonstrations and spa CEOs, owners and directors a OCTOBER lectures. The event will include more place to come together for networking 6–8 ❘ European than 200 exhibitors. and education. Fitness Summit Tel +44 (0)1787 224040 Tel +1 859 226 4326 Venue Barcelona, Spain Web www.theyogashow.co.uk Web www.experienceispa.com Summary ❘ One-to-one meeting forum for top NOVEMBER TBC IHRSA decision-makers in the fi tness, wellness Asia-Pacifi c Forum and health industry to discuss business 3–6 ❘ SIBEC UK & Europe Venue To be confi rmed with the sector’s key suppliers. Venue Grande Santa Eulalia Hotel & Spa, Summary Tel +49 211 90 191 204 Albufeira, Portugal Speakers at this event will provide Web www.european-fitness-summit.com Summary commentary on trends shaping the SIBEC UK & Europe creates a one- health club industry in the Pacifi c Rim, TBC ❘ IHRSA to-one meeting forum for the major as well as offering practical advice on European Congress operators from the private, local how to grow your business. It also Venue To be confi rmed authority and trust markets in health, offers operators a chance to meet with Summary fi tness and leisure to meet with the industry suppliers. Featuring presentations and keynote leading suppliers. It will bring together Tel +1 617 951 0055 speeches from business leaders, both more than 200 delegates from across Web www.ihrsa.org 30 Read Health Club Management online january 2010 © cybertrek 2010 healthclubmanagement.co.uk/digital competitive edge 27 MARCH 10 care adventure race This team or individual event takes place in Swinley Forest, Berkshire. It combines cycling, running, orienteering and mental tasks. Participants are given fi ve hours to navigate themselves through the course on foot and bike, with the aim of collecting as many points as possible – careful route choice and teamwork is essential. Entry is £35 per person. There’s no set sponsorship target, but any money raised will go to international aid agency Care. Details: www.carechallenge.org.uk Event combines running, cycling, orienteering and mental tasks 1–2 MAY 10 Triathlon participants dive in 9 lakes in 9 hours Fairbridge, the charity that supports young people out of education or employment, is calling for participants for this event. Set in the beautiful Lake District, the objective is to trek, bike and canoe your way across nine lakes including Ullswater, Windermere, Loughrigg Tarn, Elterwater, Grasmere and Thirlmere. Individuals or teams are welcome. A deposit of £75 is required and £675 sponsorship must be raised. Trek, then canoe across nine lakes Details: www.tallstories.co.uk 19 SEPTEMBER 10 7–8 AUGUST 10 © SCOTT HEPPELL, GREAT NORTH RUN NORTH GREAT HEPPELL, SCOTT © the bupa great the london north run triathlon Described as the world’s biggest half This multi-discipline event will marathon, this event – set in Newcastle be staged at ExCeL in London’s – attracted 54,000 runners last year. Docklands and aims to attract The Great Run series includes many beginners as well as an elite fi eld of other events held throughout the triathletes. The main Olympic race year, including 10km events: the Great comprises a 1.5km swim, 40km Ireland Run on 18 April, the Bupa cycle and 10km run, but shorter Great Edinburgh Run on 2 May, the distances are available and the cost Bupa Great Manchester Run on 16 of participation varies according May, the Great North 10k (date to to distance. Youth races also take be confi rmed) and the Bupa Great place throughout the weekend. It’s Yorkshire Run on 5 September. There’s organised by IMG, which looks after also the Bupa Great South Run, a 10- many international sporting events. mile event, on 24 October. Details: www.thelondontriathlon.com Details: www.greatrun.org The Red Arrows at last year’s event january 2010 © cybertrek 2010 Read Health Club Management online 31 healthclubmanagement.co.uk/digital TALKBACK KATIE BARNES s ASSISTANT EDITOR s HEALTH CLUB MANAGEMENT everyone’s talking about . . . 2010 predictions We ask a selection of industry operators about their plans and predictions for the year ahead – from broader trends to more detailed predictions on programming and equipment hile 2009 was fi nancially Budget clubs have also thrived company Wexer. What are the online tough, health clubs have recently. Will this trend continue in opportunities moving forward? W held their ground – this 2010? Rasmus Ingerslev, former CEO Looking at the bigger picture, according to a number of Denmark’s largest chain, fi tnessdk, government and the medical sector of studies including the FIA 2009 State certainly thinks so. Meanwhile Andy are fi nally beginning to acknowledge of the Industry report, produced in Bourne – owner of independent club the potential of the health and fi tness partnership with The Leisure Database Xpect Leisure in Braintree – feels that, industry. How can we continue this Company (see HCM June 09, p3). while such clubs may attract a new, momentum in 2010? Nuffi eld Health is The health club at Cadbury House younger audience of people in their making signifi cant headway in this area Hotel, Bristol, which was presented early 20s, they may fi nd it diffi cult to and Nick Burrows, MD of commercial with the Spirit of FLAME Award hit the high volumes needed to make fi tness, talks about what else might be 2009, certainly hasn’t suffered. Indeed the business model work. on the cards this year. However Bourne club manager Jason Eaton reports an Another affordable offering that’s suggests that, before we steam ahead, increase of nearly 140 members in making its mark is online fi tness (see we should fi rst take a step back and September and October. So what HCM August 09, p39). Ingerslev has consider how commercial operators does this forward-thinking operator recognised the huge potential of this can best align themselves with public have planned for 2010? market by launching online fi tness organisations such as the NHS. WHAT ARE YOUR PREDICTIONS FOR THE COMING 12 MONTHS? EMAIL US: [email protected] andy bourne nick burrows OWNER s XPECT LEISURE MANAGING DIRECTOR OF COMMERCIAL FITNESS s NUFFIELD HEALTH here will be no short-term fix to ur strategy will be to differentiate “Timprove penetration levels. It will “Oourselves by delivering be down to delivering value for money measurable health outcomes, making our products and services, and hard work. health MOTs standard to memberships With the rise of price comparison and focusing on post-operative or specific websites and more savvy customers, medical conditions – we now have a clubs may need to be more overt with team dedicated to putting together new prices. This may lead to fewer prospects, specialist programmes. but will improve conversion rates. A big focus will be our Type 2 diabetes As always, the challenge will be to keep members coming membership, introduced in partnership with Diabetes UK. This consistently to obtain results and value for money. includes health assessments and monitoring – particularly key There’s also a need to sell the long-term health benefits of in the first three months – as well as exercise to support the our products, recognising that consumer concerns about their specific needs of Type 2 diabetes sufferers. It also takes into health continue to drive people towards taking up exercise. account the varying motivational needs of different individuals. We need to seek partnerships with the medical industry, You can also expect cardiac rehab and weight management but must first recognise the conflict between the commercial programmes, and a pilot – with the Chelmsford branch of the goals of an operator [us], targeting those with an ability and Priory Group – on the use of exercise to help people with mild willingness to invest in their health, and the public sector’s depression. We’ll introduce a back care programme and a Spine [NHS] mass market audience who may be unwilling or unable Right class to tackle musculo-skeletal issues such as back pain. to pay. There are existing links between private health clubs Our target customer for 2010 will be the ‘consciously well’: and private medical insurers, but perhaps these could work on a those who want to be active in managing their health, rather national scale. Locally, too, operators could have affiliations with than being a victim of it. These people will become increasingly credible physios, rehab providers, osteopaths or a lead GP.” relevant and are a potentially big part of our population.” 32 Read Health Club Management online january 2010 © cybertrek 2010 healthclubmanagement.co.uk/digital Looking into the crystal ball: What does the year ahead have in store for the health and fi tness sector? jason eaton rasmus ingerslev CLUB MANAGER s CADBURY HOUSE HOTEL HEALTH CLUB AND SPA CEO s WEXER HE &,!-% AWARD HAS LED TO Y VISION IS TO MAKE AS MANY “TRENEWED CONFIDENCE FROM THE “MPEOPLE AS POSSIBLE WORK OUT LOCAL MARKET AND OUR LATEST INITIATIVE REGULARLY TO INCREASE THEIR QUALITY OF LIFE INCLUDES HEALTHY EATING WORKSHOPS AT 4HE INTERNET HAS A PHENOMENAL REACH n LOCAL SCHOOLS WITH OUR 'ORDON 2AMSAY ITS SIMPLY NOT POSSIBLE TO ACCESS AS MANY TRAINED CHEF 4HE WORKSHOP n WHICH PEOPLE BY BUILDING PHYSICAL CLUBS 0EOPLE CULMINATES IN A STRUCTURED WORKOUT DONT JOIN A GYM BECAUSE OF COST TIME IN THE SCHOOLS GYM n GIVES CHILDREN AND INTIMIDATION BUT AN ONLINE CLUB DEALS AN UNDERSTANDING OF THE BENEFITS OF A WITH ALL THREE BARRIERS IN A SIGNIFICANT WAY BALANCED DIET AND STRUCTURED EXERCISE ) BELIEVE THE ONLY WAY /NLINE FITNESS IS HERE TO STAY AND WILL GROW )TS STILL IN ITS WE CAN BRIDGE THE GAP ;BETWEEN HEALTHY EATING AND FITNESS= IS IF INFANCY AND NOT FULLY INTEGRATED BUT THIS WILL CHANGE AS THE HEALTH CLUBS TAKE A MORE ACTIVE ROLE AT A SCHOOL LEVEL 4HIS WILL INDUSTRY REALISES ITS BENEFITS )TS AN INEXPENSIVE WAY OF ADDING GET THE ATTENTION OF PARENTS SO HEALTHY EATING BECOMES A MORE VALUE TO MEMBERSHIPS POTENTIALLY INCREASING RETENTION AND COMMON TOPIC WITHIN THE HOME ENVIRONMENT A GREAT WAY TO REACH POTENTIAL NEW MEMBERS )N ADDITION 7ITHIN OUR CLUB WE EXPECT GROUP INDOOR CYCLING TO CONTINUE ITS SUPPORTED BY TECHNOLOGICAL DEVELOPMENT SUCH AS FASTER IN POPULARITY IN MAINLY BECAUSE OUR STAFF ARE BECOMING BROADBAND AND 46S WITH THE INTERNET BUILT IN BETTER TRAINERS BUT ALSO BECAUSE THE /LYMPICS CREATED A REAL 4HIS YEAR WE EXPECT TO LAUNCH MULTIPLE PRIVATE LABEL WEBSITES BUZZ 7ELL ALSO GENERATE MORE INTEREST WITH NEW EQUIPMENT FOR CORPORATIONS AND HEALTH CLUB GROUPS AS WELL AS IMPROVING WEVE JUST TAKEN DELIVERY OF FOUR %XPRESSO VIRTUAL REALITY BIKES OUR PLATFORM AND CONTENT 7E WILL POTENTIALLY ALSO BE LOOKING AT FROM 04% AND HAVE ALSO UPGRADED 3TAR 4RAC .84 3PIN BIKES PARTNERSHIPS IN LARGE NON %NGLISH SPEAKING COUNTRIES 2ETENTION WILL BE A STRONG FOCUS IN THE YEAR AHEAD LOYALTY !NOTHER AREA )LL BE LOOKING INTO IS THE LOW COST HEALTH CLUB POINTS AWARDED FOR LONGEVITY AS A MEMBER WILL BE REDEEMABLE SECTOR WHICH ) THINK WILL CONTINUE TO GROW (OPEFULLY THIS WILL AGAINST STAYS AND EVENTS AT OUR FOUR STAR HOTELS” ALSO ADD TO THE NUMBER OF PEOPLE WHO WORK OUT REGULARLY” january 2010 © cybertrek 2010 Read Health Club Management online 33 healthclubmanagement.co.uk/digital interview winston The CEO of DW Sports Fitness talks to Kate Cracknell about expansion plans and the higham integration of retail and fitness he retail offering under rebrand was led mostly by the retail. I “By the time I left JJB to run an online JJB was diabolical, and didn’t want people coming in when it business, Dave [Whelan] had sold the “T when we took over was DW and saying it was just as bad as company. I stayed in touch with him, the company in March it was when it was JJB,” he explains. “I though, and had always said to him that 2009, we inherited the stock that JJB wanted to get rid of the old JJB stock there was scope to merge retail and was committed to,” says a very frank and sort out our warehousing before we leisure. That was my key driver when he Winston Higham, CEO of the now even considered re-badging.” approached me about this job.” rebranded DW Sports Fitness. That work is now complete; any In line with this, Higham’s “The JJB name was also tarnished. remaining JJB outlets are retail-only responsibilities as CEO now encompass They’d had nothing but closing down sites, not included in the deal, that both fi tness and retail. “The way to sales since late 2008, so the customer remain under separate ownership. drive this business on is to have it as a perception was that JJB wouldn’t be destination unit,” he continues. “Not a around a lot longer – either the clubs one sporting destination retail site with a leisure club attached, or the retail stores.” A former graphic designer, Higham but one sporting destination.” Higham therefore had “a lot of things” worked in theatre, producing sets, So how does this work in practice? he wanted to do before rebranding the followed by the music industry. Themed “The leisure and retail sides of the business sites – the 53 former JJB Fitness Clubs, venues, nightclubs and pubs came next. are now linked at head offi ce – the buying 49 with attached retail outlets, bought “And then, 15 years ago, I became departments, marketing, design, fi nance… back by original JJB Sports founder Dave marketing director for JJB Sports, running everything’s in one building. At JJB, they Whelan for £83m. “The timing of the the marketing and the design of the stores. were run as two separate businesses. At new clubs such as Tunstall, you’ll be welcomed by the same reception team whether you’re there for fitness or for retail 34 Read Health Club Management online january 2010 © cybertrek 2010 healthclubmanagement.co.uk/digital Plans to reduce the size of the retail outlet at some sites will allow for the expansion of the group exercise studios “We’ve also integrated them at a site level. Before, although retail and leisure were in the same building, customers had to go through two separate entrances to get to them. But now, when you go into our new sites, you walk into reception and get a smile from the receptionist. From there you turn left for the club and right for retail, or vice versa. The division isn’t there any more, which will encourage cross-pollination. “The product offering in our stores has also changed to tie in better with the fi tness offering. There’s more swimwear, for example, and a bigger selection of specialist footwear catering for people with specifi c training goals. Anyone doing any activity in our clubs should now be able to buy the right kit in our stores, and that simply wasn’t the case before. “In fact, in the past, they didn’t even have any data on what customers did, what they wanted, what the size ratios needed to be for each site. Do they run? What foot sizes do you need to even mention the retail side of the do to help the business – whether retail stock? Do they swim? How old are the business. Now, at the end of a tour, staff or leisure – benefi ts them. ladies who swim and what designs of ask if the new member has all the fitness “Personal trainers are a good example: swimming costume might therefore be kit they need – the right clothing, if they’re training someone who has appropriate? Do they like rugby, cricket, footwear and so on. They walk them a bad knee, they can talk about the tennis, golf? Should we upweight the upstairs to the retail area, introduce fantastic knee supports in the store, or offering in any of these areas? them as a potential member, make them if their gait is imbalanced, they can send “You need to start drawing that data out, aware that, as a club member, they’ll get them upstairs for a foot scan. That’s the gearing your product range and marketing 10 per cent off in-store. sort of thing we’re trying to achieve, so accordingly. To not know what your “Similarly, if people are in-store making it really does become one destination. existing customers want – the health club a purchase, staff now ask if they have “Beyond that, it’s simply a case of members who are already coming through their membership card for their having signposts in the club to fl ag the door downstairs? To me that’s just discount. If they’re not a member, up the existence of retail and ensure negligent. When you have 250,000-plus they’re asked if they’d like a tour of the members know they get a 10 per cent members, you have to use them.” club – all it takes is a quick call to get an discount. We’ll have additional special instructor to come up and meet them. offers for members every month, too, two sides of the same coin “Basically, we’re driving home the point and we’ll keep the stock churning so “In the past, when leisure staff showed a that all staff are helping to put money in there’s always something new to keep prospect around the club, they’d never the same till, and that everything they them coming back.” january 2010 © cybertrek 2010 Read Health Club Management online 35 healthclubmanagement.co.uk/digital interview A place to be: DW Sports Fitness is improving its food and beverage offering, as well as its relaxation areas, to encourage members to stay longer fitness innovation The fitness offering is also evolving. “I think re-shaping and re-energising is a good way of putting it. JJB failed, over the last few years, to invest in and keep on top of what customers wanted. They hadn’t changed the model in years and the clubs had become stagnant. “Of course we’ve rebranded all the gyms, with new logos and a new colour scheme. But we’re also trying out some new ideas – stretching areas, larger free weights areas, functional training zones. [See information box below.] “Where appropriate – where local levels of competition dictate – we’ve accommodate more kids’ facilities. future developments also reduced the size of the retail area Society’s changing and you can’t keep Having completed its rebrand, DW Sports to 12,000 or 14,000sq ft, rather than opening clubs based on the same Fitness now has ambitious expansion 22,000sq ft. That’s allowed us to create principles you had nine years ago. You plans. At the time of writing in November, larger group exercise studios and have to be bold and you have to be one new club had already opened – a £3m separate group cycling studios.” willing to experiment. We have to site in Tunstall, Stoke on Trent – with Freeing up space in this way has also look at the demographics of each area others set to follow in Milton Keynes, allowed DW Sports Fitness to trial, at its and make sure we’re creating the right Carlisle, Canterbury and Bangor. Wigan site, a new wellness area – a non- offering for the local community. “We’ve set a fi gure of 100 sites in total profi t generating concept where members “One of the other things we’re doing and we’ll be up to 60 by the middle of this and local residents have access to a GP, at the clubs is improving food and year,” says Higham. “We won’t just open as well as services such as chiropody and beverage. Before, sandwiches sat in the somewhere for the sake of it, though. physiotherapy. The idea is to enhance chiller for two or three days, but all our We’ll only open where we feel there’s the member experience, giving them high new clubs will have on-site facilities to demand and where we can compete.” quality medical data on themselves, with make fresh sandwiches daily. We’re not That may include some budget clubs. a GP on-hand to then advise them on going crazy, we’re not going à la carte, “The existing mifi t budget club in Cardiff relevant lifestyle change. “If it’s a success, but we are giving people good quality, is re-branding as DW Express Fitness we’ve identifi ed fi ve sites where we’d like tasty food. I want members to enjoy Club and we’re looking at another to roll this out,” says Higham. being in our clubs – to relax after their couple of sites. As at Cardiff, they’ll have “With some of the new sites, we’ll workout, have a good chat, read the retail but will be dry gyms. also look at re-jigging the model to paper, stay longer, spend more with us.” “Generally, though, our focus is on fi tness and retail in equal measure. Everyone in the industry was talking about how, at JJB, retail was riding on A FOCUS ON FUNCTIONALITY the back of the leisure, and some people seem to think leisure is the reason we’ve n the rebranded Bolton club, the Workshops – covering techniques taken this company over. However, our new functional training zone including kettlebells, TRX, vibration intention is to make both sides of the catches the eye as soon as you training and SAQ – are offered every business fully operational and profi table, walk on to the gym floor. Offering hour in the functional training zone, which we believe we can do. We anI array of equipment – from TRX as are circuit training sessions. An absolutely intend to compete in both suspension training systems and Power instructor is also on-hand at all times to arenas; indeed, in the sites that didn’t Plates to wobble boards, medicine balls help those using the zone on their own. have retail, we’re now putting stores in. and steps – the zone lies at the heart of Meanwhile, small group sessions also “There’s a lot of growth in the market, a new training culture in DW clubs. take place all over the gym fl oor – from a lot of potential, and I think £83m, Members wanting to chat one-to- crewing classes on rowing machines to without wanting to sound fl ippant, was one with an instructor for a more combat workouts for older members. good value for money. It’s an exciting traditional gym programme can still do Indeed, all instructors have been set a opportunity and there’s a great buzz so. However, the chain’s focus is now target of training 40 members per shift; among the team. If I were going out onto moving towards small group training in the fi rst six weeks of the initiative in a rugby pitch with this lot, I’d be delighted and education – teaching members Bolton, 4,300 members trained with an – they’re really up for the challenge.” to train properly for everyday life. instructor on the gym fl oor. kate cracknell [email protected] 36 Read Health Club Management online january 2010 © cybertrek 2010 healthclubmanagement.co.uk/digital nutritional products ©ISTOCKPHOTO.COM/LAJOSREPASI ©ISTOCKPHOTO.COM/LAJOSREPASI How can health clubs feeding the maximise sales of nutritional products? Kate Cracknell asks a panel of bottom line experts for their thoughts Personal trainers will drive the majority of supplement sales by linking the products to clients’ fitness programmes NEAL SPRUCE ● CEO ● DOTFIT irst of all, most health clubs won’t your population, thereby diffusing the defendable goals: F make money selling nutritional “cheaper elsewhere” argument. fi rstly, preserving products if they’re sold in a Carry only products that have health by improving traditional retail fashion – ie put on a shelf legitimate support – ie ingredient the daily nutrient intake, compared with a price tag. Clubs can’t compete dosages that match the positive results to diet alone, to assist in maintaining a with retailers, so shouldn’t try. It’s a demonstrated in current science – and longer, more productive life; and secondly, simple business rule: if it’s not your core prove it. This allows staff buy-in during safely enhancing/hastening performance business, customers believe the product product training. Personal trainers are and fi tness diet and training outcomes. can be bought more cheaply elsewhere. particularly important here and should Carry and display the most popular A club’s core business is fi tness, so be viewed as the ‘club champions’: products prominently in the club, but supplements should be positioned as properly trained, they will be the also ensure everything your audience an integral part of fi tness programming, ones who drive the majority of your may need is available online so it can linked in through personal training, supplement sales by connecting the be shipped to their home. This helps menu plans and so on. Stocking products to their fi tness programmes, limit the inventory, avoids ‘out of stock’ products not available through mass communicating their role in safely helping situations and means customers don’t retail also allows you to be unique and accelerate the achievement of goals. have to bring money to the gym. Always take ownership of the range: products Limit your SKUs to supplements offer a signifi cant discount if they buy should be offered that specifi cally target that address only two major and easily online and incorporate repeat orders. january 2010 © cybertrek 2010 Read Health Club Management online 39 healthclubmanagement.co.uk/digital nutritional products MICHAEL CLARK ● HEAD OF SALES ● ULTRA-BODY NUTRITION here’s never been a more to all members but is something people or creatine; appeal T appropriate time for the industry often find difficult to do consistently. to the masses by to ‘get good’ at driving high levels For operators wanting to drive offering daily dietary of secondary spend, and a well-tailored, signifi cant revenue from nutrition, there products such as well-supported nutritional offering can are a few key points to consider. The detoxes and meal play a key role in this – it can yield far fi rst is product choice: offer a range that replacements. greater revenue results than offerings targets all the main member groups at Education for staff and members is like personal training and weight your club, not just the elite 20 per cent. also key. Product knowledge secures management, as eating well is of interest Only a minority will need a protein bar buy-in and is therefore critical to success, so choose a supplier that offers comprehensive training for staff as well as, potentially, short nutritional seminars for members – seminars that link nutrition to exercise, that increase understanding of the need to supplement, and that help spread the word and build a fan base. Having the right products is only half the solution, however; getting them into the customers’ hands is another matter. Use a supplier that offers full marketing and sales support – for example, running product sampling sessions directly to the customer and answering questions face-to-face to help drive sales. From a marketing point of view, it’s important to make the products easy to fi nd, easy to understand and easy to buy. Point of sale material should be innovative and ©ISTOCKPHOTO.COM/DRAZEN VUKELIC ©ISTOCKPHOTO.COM/DRAZEN eye-catching, but must also make the sales Offer a range of products to cater for all members, including daily dietary products process easy for both customer and staff. RACHEL JONES ● CHANNEL CONTROLLER – HEALTH & FITNESS ● GSK (LUCOZADE SPORT) aking the sports nutrition individual achieve their performance them is crucial M category both accessible and goals is the most important aspect to maximising sales. The health relevant to consumers is the of driving sales. Ensuring staff are and fi tness channel – ie in-club – is key to selling more. There are five main educated in the basics of sports the most relevant channel for the areas on which to focus if you want to nutrition, and even having nutrition consumption of sports nutrition. maximise the success of your sales: as part of a member’s induction Make sure products are available for Firstly, sports nutrition is currently and exercise programme, will drive purchase at the time of need. consumed mainly by a loyal group of customers to purchase. individuals who understand the category. The second most important factor However, it’s relevant to anyone who is that a club’s sports nutrition participates in sports and exercise, so offering should be easily accessible: there’s a massive opportunity to extend having a clear and consistent area in- this reach. Targeting consumers who store where consumers can buy the have an unrecognised need to purchase products, as well as making it simple will drive sales. to shop when they get there, will There’s also an opportunity to use increase sales. Vending machines and isotonic sports drinks – which have a displays should be placed in high footfall much higher penetration level than sports areas to ensure maximum impact, and nutrition – to drive consumers into the should be supported with the relevant sports nutrition category, cross-selling by educational material. tapping into other needstates outside of If consumers can’t fi nd the product energy, such as recovery or strength. they want, they won’t buy. Making RADANOVIC ©ISTOCKPHOTO.COM/DARKO Education around how and why sure your products are available both Vending machines should be placed in sports nutrition products can help an where and when consumers need high footfall areas for maximum impact 40 Read Health Club Management online january 2010 © cybertrek 2010 healthclubmanagement.co.uk/digital nutritional products ©ISTOCKPHOTO.COM/DAVID H. LEWIS Eyecatching display: Gym owners should take lessons from the supermarkets in the way they showcase their retail products KARL SCHWICK ● UK SALES MANAGER ● REFLEX NUTRITION et against the backdrop of a requires nurturing, and exploiting the your primary S challenging business climate, opportunities among consumers who are goal will be to the sports supplement sector already active in a particular category. educate – building is one of the fastest growing areas of If your member base is largely active in understanding and confi dence is business in the UK right now. Many the supplement category, your primary key among these groups. Sampling gyms and health clubs are experiencing goal may be biased towards impulse and visibility of consumption among unprecedented growth capitalising on purchases such as bars and RTDs (ready different types of users will naturally the public’s increased awareness of, to drinks), or focused on presenting complement these objectives. Bars, interest in and prioritisation of health very factual sales pitches relating to RTDs and protein products may well act and diet, and the consumer base is particular products as a way of challenging as the foundation for these users. not gender- or age-specific, nor is it members’ current product choices. In this The process is, of course, never that restricted to bodybuilders. scenario, you’ll need to consider the price clear-cut, but one thing is for certain: Establishing demand for a particular points of specifi c brands and products you’ll need to work with a supplier that’s sports nutrition product, or the on the internet and be very clear about committed to your success and prepared complete category, would be a logical whether you intend to compete head-on. to educate your staff, provide the starting point when considering how You’ll also need to be very confi dent of necessary complementary point of sale to exploit a potential new revenue your product knowledge. and samples, and help ensure your staff stream. There is, of course, a dramatic If, on the other hand, your member feel suffi ciently empowered to generate difference between latent demand that base is not by and large active, further revenue for the club. RICHARD DAVIES ● MD ● SCI-MENTOR NUTRITION port and health supplements are should automatically be steering them display, position S big business, so it should come towards these supplements by offering and shelf level. as no surprise that competition advice – from the patron’s perspective, Meanwhile, for market share is fierce. Online selling the gym is about fi tness, health and body stocking some of the smaller pack sizes is now also big business. However, image, meaning that gym owners/staff such as 907g, as well as the standard gym owners can and do capitalise on are seen as the ideal people to guide top-sellers such as the 2.25kg, will help the captive audience they have in their them. Product knowledge is critical to encourage your patrons to try a members: the personal contact and and will infl uence the buying decision, supplement, or to sample a new fl avour dialogue opportunities available to them often encouraging members to buy their that’s come out, without the bigger are critical to increased, sustainable sales. supplements from you rather than going price tag of the larger sizes. Once a Be prepared to spend time discussing a elsewhere for them. product type has been established with a member’s goals, training regime, dietary The location and display of patron, 99 per cent of the time they will issues and so on. Everyone who visits supplements will play a vital role in step up to the larger pack. your gym should be buying at least one, the level of sales. Gym owners should perhaps several, supplements from you take lessons from the supermarkets, kate cracknell to help them achieve these goals. You which pay a great deal of attention to [email protected] 42 Read Health Club Management online january 2010 © cybertrek 2010 healthclubmanagement.co.uk/digital An easy introduction to sports supplements The sports supplement category is currently experiencing unprecendented growth. If you’re not taking advantage of this growth you’re missing a big revenue and potentially member retention opportunity. The key to capitalizing on this opportunity is to work with a brand who are prepared to invest time with your team members, support promotional activity in your club, who have appropriate products and who present their brand in an appropriate manner. If you’re looking for such a brand or would like to fi nd out more about the opportunity that this represents, please call Karl Schwick on 01273 711616 ext 1005 and quote Health Club Management. Alternatively, in the fi rst instance you might prefer to visit our website; www.reflex-nutrition.com q&a © WWW.CLAIRETOPLIS.COM james caan ben silcox Launched by former LA Fitness sales manager Ben Silcox and Dragons’ Den’s James Caan, nuyuu fitness is the latest low-cost gym chain to hit the UK. Caan and Silcox talk to Magali Robathan about what sets their clubs& apart how was the idea for but with the least amount of capital and Q nuyuu fi tness born? expenditure. The easiest way to do that Silcox: We wanted to find a health club was to pick up existing health clubs from model that would work in the UK, but other operators. that was a bit different – the industry Those two ideas work well together – if hasn’t changed a huge amount over the an existing site hasn’t worked for one of last 15 years in terms of what goes into a the mid-market operators, the budget club and how it’s paid for – and that club model can often succeed in that same could start to segment the market more. location – and it was by marrying the two When we were researching our idea, that we came up with the nuyuu model. the ‘pay as you go’ budget health club model was emerging in the US and james caan, how did you get nuyuu fitness has been set up Europe, which was very topical. Q involved with nuyuu fi tness? by Ben Silcox (seated) and We also wanted to explore how we Caan: I was approached by Ben, who James Caan of Dragons’ Den could grow a business relatively quickly was working for LA Fitness at the time. 44 Read Health Club Management online january 2010 © cybertrek 2010 healthclubmanagement.co.uk/digital nuyuu aims to offer mid-market facilities at a value price point to appeal to a broad market He’d seen me on Dragons’ Den and benefi ts and services, all of which cost approached me through my private money, but which are not necessarily about nuyuu equity company, Hamilton Bradshaw. what the consumer really wants. We I thought his concept was quite need to provide a service that focuses nuyuu is a new fitness club chain compelling: we know the demand for on consumers’ actual needs, and our launched in October 2009 as a health clubs exists but, in the current long-term strategy isn’t necessarily partnership between businessman economic climate, a membership fee of to have wet clubs. We think there’s a James Caan and former LA Fitness £45 is just not as attractive as it used market for dry clubs where people just national sales manager Ben Silcox. to be. The idea is therefore to create come in, do their workout and leave, The chain’s initial three sites – a quality product that delivers a high and where they don’t have to pay for all in Slough, Berkshire; Livingston, degree of service, at a price that works the extra bells and whistles – we charge Scotland; and East Grinstead in for both the operator and the consumer. between £19.99 and £24.99 a month. East Sussex – were acquired from Ben was confi dent in his pitch and we LA Fitness, and are now being thought he had the right background how can you charge rebranded and fi tted with new kit and experience. He also put forward a Q such low fees? before relaunching as nuyuu clubs. & substantial amount of his own money, Caan: It’s a bit like the easyjet model. Membership starts at £19.99 which always refl ects well on the inventor. You still fly on a first-class plane and a month based on a 12-month Ben understands the business, has an have a safe journey, but you only pay for contract, or £24.99 a month on incredible amount of passion, and the idea the journey. a non-contract basis. The clubs was good. He ticked all of our boxes. We’re buying high-quality existing offer modern facilities with a clubs in prime locations, but ours is a range of Precor CV and resistance what does nuyuu offer? better value offering. Rather than having, equipment, as well as Vibrogym Q Silcox: It’s a value for money for example, 1,500 members paying £50 vibration training systems designed proposition where you pay for what you a month, we think it’s better to have to accelerate weight loss. get. We’re not aiming for the lowest end 5,000 members paying £20 a month. Caan and Silcox aim to grow the of the market though – the £10 a month People like going to places where there’s chain to 15 clubs within two years, concept. We’re going for the look and a buzz and where they can meet other and 50 clubs within fi ve years. feel of a mid-market club, but where people. We believe that, by creating a They recently announced that members don’t pay for the sort of add-on better value proposition and attracting they are looking for properties of facilities they wouldn’t use anyway. more members, we’ll create a better 930–2,320sq m in towns of around Caan: A lot of clubs right now are atmosphere and a better environment. 30,000 households. throwing in the kitchen sink – lots of Everybody wins. january 2010 © cybertrek 2010 Read Health Club Management online 45 healthclubmanagement.co.uk/digital q&a nuyuu offers predominantly dry gyms, equipped by Precor and Vibrogym who is nuyuu aimed at? Q Silcox: We’re targeting two distinct groups of people. Firstly the switchers – people who’ve been members of a gym for a while and are not happy with the service they’ve received or the fact that they’ve been paying for a large chunk of the facility they don’t use. The other group comprises people who’ve never been members of a gym before, either because they’re intimidated or because of price. nuyuu has three basic principles: cleanliness, friendliness and member results. If we can provide real friendliness and real cleanliness, that will help address made some structural changes to free up you aim to open 15 gyms in the intimidation barrier. And if we can space, and the swimming pools at two of Q two years, and 50 in fi ve – provide a price point that lets people try the sites have been decommissioned. is there room in the market for our gym without feeling they have to sign We’ve given the clubs a really deep this sort of expansion? up for a £600, 12-month contract, they’re clean from top to bottom, scrubbing Caan: Absolutely. A value proposition more likely to give it a go. everything and getting them looking like makes sense across the country right now. they haven’t looked for quite some time. We have no doubt about that whatsoever. is this a good time to People don’t need to be able eat their Q launch a new business? dinner off the fl oor, but they do expect when will the next Caan: The current market conditions the same levels of cleanliness they have in Q sites be announced? play right into our strategy: the market their homes. That’s all we’re trying to do. Silcox: We’re very hopeful that two is very volatile, so sites are more The starting point is to get our clubs to a more sites will be online by January available than they would otherwise be. level of cleanliness we can then maintain. 2010, and we have a further 15 sites In addition, everyone’s looking at what in the pipeline. they’re spending at the moment, asking why have you kept the themselves: ‘Is this something I really Q pool at east grinstead? what are you looking for need? Can I justify this?’ At £45 a Silcox: We have a core model, but Q from potential sites? month, a health club membership might every facility needs to be localised to its Silcox: Existing clubs that aren’t be too much; at £20 a month, it might particular market. In East Grinstead, working – empty shells that we can open just make more sense. there was an overwhelming desire for clubs within. We’d also buy land and the pool to stay, particularly from the build a club if we found the right site. what changes have you made over-50s. We’ve listened, have figured Caan: I think there’s a recognition Q to the clubs you acquired? out a way to make it work and have that, in certain demographic locations, Silcox: We’re currently rebranding and made a commitment to the members the existing health club model doesn’t refitting the clubs, installing around that we’ll keep the pool open for one work any more, and we’ve already been £850,000-worth of new kit into the more year. But it’s quid pro quo: if we approached by a number of operators three sites. That work should be do our part and they do theirs, we’ll be who have sites they feel might be of completed by mid-January. We’ve also able to keep it open. They’re going to interest to us. If any others have clubs pay £35 for access to everything in the they think would work better under club, including the pool, which is £2.50 our model, I’d be delighted to speak to less than LA Fitness was charging. We’re them. It could be a win-win situation not making money on the pool – we just for both parties. want to try to cover our costs. what will be the biggest what feedback are you Q challenge of this project? Q getting from the previous Caan: Securing the right sites. We’re la fi tness members? not setting up the clubs from scratch – Silcox: The vast majority of feedback we’re going to be acquiring existing has been incredibly positive – they like facilities, so the challenge will be getting the idea of people coming in and the right facilities in the right locations investing in their club. A percentage are that match our proposition. That was unhappy because it’s change, but we’re never going to be easy. not trying to be all things to all men. It’s The three initial sites are currently about engaging with members and trying magali robathan being rebranded – from LA to nuyuu to please as many people as possible. [email protected] 46 Read Health Club Management online january 2010 © cybertrek 2010 healthclubmanagement.co.uk/digital free weights GSFFTUZMF CHAMPIONS Our panel of personal trainers talk to Kate Cracknell about their favourite types of free weight The Olympic barbell can be used to create a number of complex exercises that work the whole body ©ISTOCKPHOTO.COM/KZENON4 of the equipment is that it can also be used to create a number MATT ROBERTS of complex exercises, combining two movement patterns into matt roberts personal training the same exercise – for example, combining a squat with a shoulder press, which activates the shoulders, the lower body and, thanks to the effort involved in both actions, the deeper MZNQJDCBSCFMM muscles that enhance core stability. It’s also far simpler to instruct people on the multiple uses rom an ease of use and instruction point of view, as of the barbell, compared to say dumbbells or kettlebells, as it well as from a performance efficiency perspective, my requires the use of both arms to hold the weight; if there’s a F favourite free weight would always be the Olympic barbell. natural muscular imbalance to either side of the body, this can be The most obvious reason is the variety of resistance it compensated for as the weight is evenly distributed across the offers; the weight can be easily adjusted via selection of weight body. This initially favours the stronger side but, as technique and plates, making it ideal to progress clients in terms of strength. neuromuscular condition progress, the weaker side is encouraged Furthermore, once basic practices are learnt – such as keeping to improve. This is more effi cient than working it in isolation. the bar close to the body for any bent-over work, or ensuring Bear in mind, however, that Olympic barbells already weigh the shoulders are correctly set at all times – it becomes quick either 10kg or 20kg without any added weight plates – this and easy to instruct new exercises, allowing faster progression. piece of kit can be used for some exercises with beginners, but I can also construct an entire workout around it, as it can be certain techniques are unsuitable for those with a lower strength used to train every muscle within the human body – the barbell capacity. Really the only other consideration is to ensure that can be used for almost any exercise or movement pattern someone has the appropriate fl exibility and mobility to perform found within the gym and everyday life, from a squat to a bent- the exercises correctly and with a full range of motion, otherwise over row, and from a deadlift to a chest press. But the beauty pre-existing muscular tension can potentially be increased. january 2010 © cybertrek 2010 Read Health Club Management online 47 healthclubmanagement.co.uk/digital free weights As ViPR is made of rubber, users feel they can interact with it differently from the way they work with steel tools MICHOL DALCOURT personal trainer and ptonthenet.com lecturer 7J13 y free weight of choice is the ViPR (Vitality, Performance and Reconditioning), as it provides the versatility and M means necessary to train movement and strength in an authentic way that can carry over to life and its activities. ViPR is rooted in the concepts that are vital for proper movement, with four key principles behind the type of loading it uses. The fi rst is the use of gravity and ground reaction forces to produce a result. These are forces that switch the muscles on and off, and that we need to move and work our muscles. The second is ‘load to unload training’. Muscles must be stretched before they’re shortened (when jumping, for example, you squat before exploding up, while throwing involves stretching back before throwing forward); all of ViPR’s movements have a load phase in which the muscle is stretched, then shortened. The third is multi-dimensional training. Life occurs in multiple dimensions, so it makes sense for our training tools to do the 7J13¤TNPWFNFOUTBSFJOUFHSBUFEJOOBUVSF VTJOHBMMUIFCPEZ¤TNVTDMFTBUPODF5IJTIBT IVHFCFOFªUT GSPNJODSFBTFEDBMPSJFTCVSOFE UPEFDSFBTFETUSFTTPOUIFKPJOUT same. The concept of ViPR is therefore full body strength and movement training that’s accomplished in all directions. The fi nal principle is integrated training. The human body is an inter-dependent structure in which everything is connected and where everything must work collaboratively to move. The more time we spend exercising and training with full body movements, the more effi cient and effective we will be. Perhaps the most important aspect of the ViPR is that its All ViPR exercises use the principle of ‘load to unload’ training movements are integrated in nature – all exercises require you to use all your body’s muscles at once. This has huge benefi ts, to create a huge portfolio of some 9,000 exercises – such ranging from increased calories burned – meaning more fat as the ‘squat thread the needle’, the ‘shovelling drill’ and the loss – to decreased stress on joints. ‘lateral tilt with lateral shuffl e’ – all of which increase strength, From a design perspective, ViPR is made of rubber, and co-ordination, balance and movement ability. Rooted as it is clients tend to feel they can interact with it differently from the in the idea of movement and strength training, regression or way they hold/carry steel tools. It’s therefore been possible progression to any ability is also easy with the ViPR. 48 Read Health Club Management online january 2010 © cybertrek 2010 healthclubmanagement.co.uk/digital Where it all began... Fitness Prevention Pilates Yoga Club sport School sport sales & advice... 01327 701852 [email protected] www.yorkstrength.com Our clients include: Northampton Saints RFC, EIS Sheffield, Sale Sharks RFC, British Tae-kwondo Team, Harlequins RFC, Nuffield Health, Birmingham University, Oxford University, Borders College, IRFU, SRFU, Edinburgh University, British & Irish Lions, GB Sailing Team (RYA), Saracens RFC, Fiji, Notts County FC, Blackpool FC, Tonga Samoa, Frank Maloney Boxing + many more... “Only the best is good enough for our customers” Chrissy Romani-Ruby, MPT, ATC, International Pilates Presenter AIREX® exercise mats and balance products offer countless possibilities to improve your fi tness. To fi nd out more, please visit our new website or download our BeBalanced! training manuals and videos for free. www.bebalanced.net Distributors: J.P. Lennard Ltd. Physical Company Ltd. 01788 544 839 01494 769 222 www.jplennard.com www.physicalcompany.co.uk made in switzerland www.bebalanced.net january 2010 © cybertrek 2010 Read Health Club Management online 49 healthclubmanagement.co.uk/digital free weights MATT KENDRICK owner and director, mk personal training academy LFUUMFCFMM ©ISTOCKPHOTO.COM ’m a fan of, and use, all types of free weight equipment, but my favourite free weight is probably the kettlebell. I Relatively cheap and taking up little space, kettlebells are very versatile, encompassing standard movements that may be done with dumbbells – presses, rows, curls – but also ballistic exercises including snatches, swings, and clean and jerks that have an extremely high metabolic cost. They offer functional movement too: kettlebell training requires control and balance, working the body as a unit, and can cover many forms of pushing, pulling, squatting, bending and core work with either one or two kettlebells. Clients also love the fact that we can squeeze cardio, Using your own body strength and fl exibility into a short, intense session. Not only weight: An effective, that, but kettlebells allow for all types of conditioning – building versatile, inexpensive muscle size, improving strength or endurance, boosting athletic free weight option ability, aiding rehab and transforming any physique. For example, for women who want to burn fat and tone up, we design kettlebell metabolic circuits – endurance repetitions and exercise combinations such as squat to dead lift to front STEVE KOUMA lunge, or Turkish get-ups to push-presses. Meanwhile, for health and fi tness consultant men focusing on size and strength, a ‘5 x 5’ programme is very effective – fi ve sets of fi ve reps using a heavy kettlebell. Once this becomes easier, instead of changing the weight, simply slow CPEZXFJHIU EVNCCFMMT down the tempo or decrease the rest period. We also fi nd kettlebells a very effective aid with patients sing your own bodyweight to create resistance is my referred from physiotherapists or chiropractors for rehabilitation. favourite type of free weight – a very inexpensive, The off-centred weight helps recruit all-important stabiliser U versatile and effective option, allowing for training muscles, working through a longer range of motion. Barbells and indoors or outdoors, on equipment or off equipment, and on dumbbells do not hit those stabilisers to the same degree. any type of surface. That fantastic piece of technology called gravity, combined with muscular refl exes linked to reaction times within the WINSTON SQUIRE human brain and ground force reactions, mean the human keiser performance trainer body is the most sophisticated, advanced piece of equipment on the market. But fi rst of all we need to educate, or in most cases re-educate, people on how to effectively use their PMZNQJDCBS bodies – ie how to use them as they once did when they were children. People of all ages, and with goals ranging from he Olympic bar provides a simple, effective means of returning from injury to improving athletic performance, can progressive resistance exercise. It’s very versatile and then gain great benefi ts just by moving their own body. T can be used for a variety of objectives: power and Basic movement patterns can be enhanced by adding strength, endurance, co-ordination, balance and speed training. variables to the mix – challenging balance or senses, for The barbell uses the large muscle groups – leading to a high example, or adding resistance. Mobilisers are a particular level of energy expenditure – as well as the core muscles, favourite of mine: stretches with movement that aim to thereby helping to develop co-ordinated full body strength. As lengthen the range within joints by stretching fascia and muscle, Wayne Westcott says in the second edition of Building Strength enabling greater range of movement, decreasing joint pain & Stamina: “The application and benefi ts of the barbell are to and enhancing workout performance. These are normally improve muscle function, develop stronger bones, tendons and performed at the start of the workout. However, by adding ligaments, enabling you to perform better in everyday life.” resistance to the existing bodyweight in the movement, many Clients can, however, fi nd the barbell frustrating – it’s a long- mobilisation exercises can be used as standalone exercises term development and technique must be good, so building blocks within the body of the workout. The simple dumbbell – are small. I create simple, progressive structures for exercises, versatile, compact and portable – is a particular favourite of breaking technique down into three or four stages to ensure mine for providing added resistance to these types of exercise. individuals work safely with the kit. We start off, for example, by Movement-based screening, assessing the client in all looking in the mirror and working without the barbell. movement patterns before beginning the programme, is But once they’ve adapted to it, the barbell is by far the best recommended. However, I stand behind and truly believe in the piece of kit in the gym in terms of offering the greatest, quickest statement ‘Improvement Through Movement’ – so get moving! benefi t to the individual’s body. But Rome wasn’t built in a day: a slow, controlled manner when working with the barbell is the kate cracknell most important thing, maintaining a good technique throughout. [email protected] 50 Read Health Club Management online january 2010 © cybertrek 2010 healthclubmanagement.co.uk/digital 01945 880257 [email protected] www.jordanfitness.co.uk FUNCTIONAL FITNESS SPECIALISTS Dumbells • Jordan Fitness has been supplying high quality commercial Starting from free weight, studio and performance equipment for 20 years. £26.73 Individually £312.99 Packs • Over 700 product lines stocked with more being continually added. Barbells • Prices are always competitive as Jordan Fitness design and Starting from supply Jordan products direct from the manufacturer. £30.35 Individually £608.84 Packs • Jordan Fitness offer short lead times and excellent customer service. Olympic Discs • Jordan freeweight and performance equipment is installed in many facilities run by HMP, the Fire Service, the Police and the Starting from Military (home and overseas). £1.87 Individually £241.20 Packs • Sporting establishments using Jordan equipment include premier league football clubs’ training grounds, rugby and Medicine balls cricket clubs, F1 teams and athletic clubs. • The Jordan brand can be found in many fitness clubs and sports centres across the UK and into Europe. Starting from £8.52 • Special offers available on web-site www.jordanfitness.co.uk Kettlebells SPECIAL OFFER Starting from £7.37 Individually Kettlebell Club Includes £44.31 Packs starter pack Free Posters & Training Powerbags £394.12 Cards Starting from £38.00 Flooring Pack contents: 1xRack, 2x4kg, 2x8kg, 2x12kg, 2x16kg, 1x20kg, Starting from 1x24kg, 2x A1 posters, 1x circuit card set £10.01 per tile BUY ONLINE FINANCE AVAILABLE Prices exc. vat & delivery hafos survey The eighth annual HAFOS survey provides data on consumer attitudes and perceptions towards health, activity and the active leisure sector. Mike Hill outlines the key findings and their implications for the health and fitness sector nderstanding why people don’t take up their health, up 5 per cent from last year, overall less regular physical activity is fundamental than half (45 per cent) say they exercise/undertake to the growth of the health, fitness activity as much as they would like – 50 per cent of men and active leisure sector,” says David and 42 per cent of women – while 52 per cent say they Stalker,‘‘U COO of the FIA. “Once we understand this, we do not. More concerning still, 20 per cent of the can put strategies in place to attract them to use the population said they had not done any 30-minute wealth of quality facilities now available, whether they are sessions of moderate exercise recently – although this delivered by public, trust or private sector operators.” is down from 30 per cent last year. This year’s HAFOS10 survey – conducted among a However, 60 per cent say they’ve done three or nationally representative sample of more than 1,600 more sessions a week, signifi cantly up from last year, people interviewed at eight locations across England while 32 per cent claim to have done fi ve or more. In and Scotland – is therefore supported by the FIA, addition, 30 per cent of the HAFOS sample said they sporta, CLOA and SIBEC. Key fi ndings include: had increased their activity levels over the last three months – most of which is conducted in single sessions FURTHER EDUCATION of 30 minutes or more (two-thirds of their reported While a growing number of people (94 per cent) now activity), while shorter sessions account for the believe that physical activity/exercise is important to remaining one-third. Are we fi nally seeing a real shift in activity levels, fi g 1 would you like to do more activity/exercise? with fewer people doing nothing and more hitting the 80% recommended targets, as a result of the high level of 70% publicity and information available? While 20 per cent of the population still appears to be doing no physical 60% activity, HAFOS has seen a steady increase in the 50% number of people achieving both the ‘3 x 30-minute’ 40% and ‘5 x 30-minute’ targets, up around 15 per cent over 30% the last fi ve years. 20% Nevertheless, people remain signifi cantly less sure 10% of national guidelines for activity levels than they are of INDUSTRY BAROMETER INDUSTRY 0% guidance relating to daily intake of fruit and vegetables or alcohol consumption. The activity sector still lacks Hafos10 16-24 25-34 35-44 45-54 55-64 65-74 75+ Male Female the big backers – supermarkets and food manufacturers Yes No – that have put their weight behind campaigns such as 52 Read Health Club Management online january 2010 © cybertrek 2010 healthclubmanagement.co.uk/digital © CLAIRETOPLIS.COM fi g 2 how are you most likely to get more active? Playing sport on a regular basis 26% Using home videos/equipment 28% Joining a leisure centre/health club to use classes/group exercise 34% More people are doing Joining a leisure centre/health club to swim 46% three or more sessions a Joining a leisure centre/health club to use 48% week, but awareness of exercise equipment 67% guidelines remains low Walking or cycling purely for health/fi tness Walking or cycling as part of everyday life 75% 0% 10% 20% 30% 40% 50% 60% 70% 80% ‘Five a Day’, but perhaps initiatives such as Change4Life will start to impact on this. However, for now, many fi g 3 activities very likely to undertake (by age) people remain uncertain of what physical activity they 30% need to do – still only 18 per cent of respondents understand that fi ve 30-minute sessions a week is the 25% recommended level, with 39 per cent thinking they only 20% need to do three sessions a week or fewer and 21 per cent believing more than fi ve sessions are required. 15% 10% GREY RESISTANCE Overall, 59 per cent of the population say they would 5% like to do more activity/exercise than they currently 0% manage, with women (62 per cent) more likely than 16-24 25-34 35-44 45-54 55-64 65-74 men (54 per cent) to want to do more activity – see By joining a leisure centre or health By joining/using a leisure centre figure 1. When asked how they would be most likely to club to use exercise equipment or health club to swim get more active, respondents’ preferred options were By joining/using a leisure centre By starting to play sport on a activities such as walking and cycling, followed by leisure or health club to attend workout/ regular basis (such as football, aerobic classes netball, badminton) centre/health club options, and finally working out at home and playing traditional sport – see figure 2. However, the proportion of people wanting to fi g 4 reasons for wanting to be more active exercise more drops signifi cantly among the older age 90% groups, falling to just 30 per cent of over-75s. Similarly, the percentage of respondents saying they are ‘very 80% likely’ to use leisure centres or health clubs declines 70% signifi cantly with age, while sport goes down to below 60% 3 per cent for those aged 55 and over – see fi gure 3. This presents a challenge for leisure centres and 50% sports clubs. Sport continues to be the least favourite 40% option for people wanting to be more active, especially 30% the grey market. Leisure centres and health clubs may be reasonably attractive to younger age groups, but 20% we need to recognise that the easy route to activity 10% for most people – and especially older age groups – is 0% building exercise like walking and cycling into everyday 16-24 25-34 35-44 45-54 55-64 65-74 75+ routines. Health clubs and leisure centres need to look To improve my To improve my body shape at how they can ‘own’ this sort of activity to extend general health To get fi tter aerobically their reach to new markets. To lose/maintain my weight For specifi c health issues january 2010 © cybertrek 2010 Read Health Club Management online 53 healthclubmanagement.co.uk/digital hafos survey fi g 5 main barriers to activity by age 40% 35% 30% 25% 20% 15% 10% © CLAIRETOPLIS.COM 5% 0% 16-24 25-34 35-44 45-54 55-64 65-74 75+ Disabilities Lack of transport Direct costs are more of a barrier for women than for men Lack of personal Direct costs motivation Lack of time Most people (62 per cent) say they want to be more encourage them would be to reduce fees/prices (62 per active to “improve their general health”, but 28 per cent), followed by the provision of more information cent say it’s more about body shape and tone. However, and a better range of facilities/equipment. In line with motivation varies greatly by age and gender: older the comment above, however, less than 4 per cent of people tend to take a more holistic approach – see the 65-plus age group stated that lower prices would fi gure 4 – while women focus more on body shape and strongly encourage them to use the facilities. appearance as a factor. The cost of being active is a particularly interesting It’s important that operators realise why people want one, as many more people always say lower prices to be more active, including acknowledging the differences would encourage them to use facilities, compared to in motivating factors between different sub-groups of the the numbers who identify it as a barrier. Focus group population. This understanding should inform not just work carried out by Leisure-net suggests that, for most marketing and sales but also retention strategies. people, costs are not the key barrier, and certainly the HAFOS survey backs this up for the older age groups. BARRIERS TO ACTIVITY However, the long-term impact of initiatives such as The main stated barrier to being more active continues to free swimming will be the ultimate test of this. be time – or, rather, a lack of it (39 per cent) – followed by direct costs (35 per cent), lack of transport (27 per EXTERNAL INFLUENCES cent) and lack of personal motivation (25 per cent). Forty-six per cent of respondents believe the London However, there were signifi cant variations in 2012 Olympics will encourage people generally to be responses when analysed by age group. The importance more active, but only 22 per cent of those questioned of time as a barrier decreases dramatically with age, as in this year’s survey said it would encourage them does the importance of direct cost; disability/physical personally. Both these figures are down marginally on impairment becomes the main barrier for those aged 65 last year. In addition, there are now more people saying and older – see fi gure 5. Gender-wise, it’s interesting “no, it won’t affect me” compared to 12 months ago. to note that women see lack of time and direct costs as However, the government’s healthy lifestyle initiative, more of a barrier than men do. Change4Life, does appear to be making an impact, with Respondents also listed a number of reasons for 51 per cent of the HAFOS sample in England saying they not using their local leisure centre or health club (see had heard of it – interestingly, awareness in Scotland fi gure 6). Nevertheless, 41 per cent of the sample was around half of that in England. Of those who had were open to the idea of using these local facilities; heard of it, 75 per cent had seen the TV adverts, 20 per the most signifi cant thing they felt could be done to cent had seen the posters and 13 per cent had received information direct to their home. Of those who had fi g 6 reasons for not using local leisure centre/health club been ‘touched’ by Change4Life, 21 per cent felt it had impacted on their own or their family’s life – 69 per Cost 23% cent said it had not, and 10 per cent were unsure. No need 23% While the percentages aware of, and responding Not enough time 15% positively to, Change4Life may seem small, they actually Other 14% represent huge chunks of the population. These small Location 10% changes to lifestyle by large numbers of people represent No motivation 9% a big opportunity to the health and fi tness sector – No information 2% particularly as the campaign expands its focus from Poor/inadequate facilities 2% children and parents to encompass all adults in 2010. Lack of interesting programmes 1% mike hill is md of leisure-net solutions 0% 5% 10% 15% 20% 25% [email protected] 54 Read Health Club Management online january 2010 © cybertrek 2010 healthclubmanagement.co.uk/digital edited by katie barnes. email: [email protected] research round-up a piece of the action The simple act of exercising, rather than necessarily even achieving fi tness goals, can have a positive effect on body image hen it comes to body image, just taking part W in exercise is enough to convince you that you look better, a new study from the University of Florida has found. It’s said that even those who don’t reach fi tness goals – from toning up to running a certain time or reaching a target weight – can get as much of an exercise feelgood buzz as those at the top of their game. Study author Heather Hausenblas says: “You would think that, if you were to become more fi t, you’d experience greater improvements in body image, but that’s not what we found. It may be that the requirements to receive the psychological benefi ts of exercise, including those for body image, differ substantially from the physical benefi ts.” MEMBER NAME ©ISTOCKPHOTO.COM/ARTIST’S Women in particular have an improved perception of body image after exercise the study The research consisted of a meta-analysis and pre-intervention fi tness levels. The student, Anna Campbell, is the fi rst drawing together 57 studies – with pre exercise was coded according to type, to systematically analyse the effects of and post data for exercise, as well as duration, length, frequency and intensity. exercise on body image. control groups – that examined the By incorporating fi ndings from all effects of physical activity on body image. intervention studies carried out on the results The participants were grouped by the subject between 1972 and June Overall, the effect size – the age, gender, ethnicity, body composition 2008, the study by Hausenblas and her contribution of exercise to improved body image – was small, but results showed that exercise did improve body body image, exercise, gender and age image from pre- to post-intervention compared to control groups. lthough the study didn’t With regard to age, the researchers It was found that the duration of the fi nd a signifi cant difference found exercise had a more signifi cant exercise, the number of weeks subjects A between gender and effect size, effect for adults than for young people had been exercising and the intensity of Hausenblas says it’s “important to note of university age, or for elementary, a workout did not moderate the effect that an [improved perception] of body middle and high school kids combined. size. However, those who exercised image was found in more females than It’s believed these fi ndings may refl ect more frequently each week had a higher males after exercise” – indeed, the the fact that “body dissatisfaction regard for they way their body looked. non-signifi cance of the fi ndings was put continually increases across adolescents The difference relating to age and down to the lack of studies focusing on ... female and male”; by the time gender are also worth noting (see left). men. Hausenblas says more research is adulthood is reached, dissatisfaction For future studies, Hausenblas needed on gender, exercise (especially has reached a level at which all can suggests examining the mechanisms resistance training) and body image. benefi t from the exercise effect. and exercise dose response required for a change in body image. january 2010 © cybertrek 2010 Read Health Club Management online 55 healthclubmanagement.co.uk/digital mintel report riding the zeitgeist Michael Oliver outlines the key findings of Mintel’s new Health and Fitness Clubs UK report rom humble beginnings in the club openings and an increase in the late 1980s and early 1990s, the proportion of adults who are members. F health and fitness club industry However, Mintel research shows that has grown to be a substantial private club openings have slowed over market: in its new Health and Fitness the past year as the funding necessary Clubs UK report, released in October to pursue an aggressive expansion 2009, Mintel estimates that – as at mid- programme has dried up – a result of Work together: More than one in 2009 – there were around 2,645 private the combined impact of the banking three people questioned by Mintel clubs in the UK (see table 1, below) crisis and the associated economic said joining with a friend would be generating revenues of £2.525bn. recession, as well as a scarcity of key to their staying motivated Member penetration of private gyms, suitable development sites. meanwhile, has stabilised at 10.45 per Meanwhile, some clubs report fl at cent of adults (July 2009 sample of 4,000 revenue and member numbers for While health clubs are used to losing internet users aged 16 and over). 2008–09, while others have seen a 30 to 40 per cent of their members After sports participation – which decline in both measures; as consumer each year, the effect of the economic accounts for an annual spend of £4.6bn confi dence has plummeted amid fears crisis has been to make attrition an even – health and fi tness clubs constitute of job losses, mounting debt levels and more pronounced issue, as clubs are not the second biggest active sector, with rounds of pay freezes or pay cuts, the adding new members as quickly as they a value around three times the annual public at large has been cutting back used to. This is a key contributor to the spend on standalone fi tness classes on non-essential items. virtual halting of market growth. (classes held outside the home In addition – and in spite for which a fee is payable, not TABLE 1 – NUMBER OF PRIVATE HEALTH of the unprecedented and including classes held at a club AND FITNESS CLUBS IN THE UK, 2004–2009 ongoing coverage given to that are provided as part of the benefi ts of exercise the membership). YEAR NUMBER OF CLUBS and keeping fi t in the news Revenues are forecast to headlines – the economic 2004 2,667 grow towards £3bn over the climate has had a real impact next fi ve years, putting the UK 2005 2,671 on how existing members view health and fi tness club sector private gym use. Research on a par with the UK video 2006 2,671 conducted for Mintel’s new and computer games market. 2007 2,668 report revealed that 23 per cent of consumers had confidence crisis 2008 2,660 already cancelled their gym During the past fi ve years, the 2009 (est) 2,645 membership, with a further 6 market has grown by nearly per cent planning to do so. A a quarter on the back of new Sources: Mintel further 11 per cent said they 56 Read Health Club Management online january 2010 © cybertrek 2010 healthclubmanagement.co.uk/digital ©ISTOCKPHOTO.COM/WEBPHOTOGRAPHEER had reduced the frequency of their gym willing to understand the evolving predominantly driven via new club attendance, while just 6 per cent said demands and motivations of consumers; openings. However, as the rate of club they were using the gym more to avoid operators that are willing to look much openings has slowed, so the need to doing other, more expensive social more closely at the factors acting as a examine why people are not joining, or activities such as going to the pub. barrier to membership growth are likely why they are leaving, arises. Many remained too committed to give to benefit most in the coming year. Mintel research shows the average up altogether, but almost a fi fth of private Historically this was perhaps not membership/joining fee revenue per club users claimed to have switched to necessary, as membership growth was member of a UK health and fi tness club to a ‘pay as you go’ gym or a be £384 excluding VAT in 2009 – cheaper private club. Public TABLE 2 – TYPE OF GYM OR HEALTH or £442 including VAT, equating leisure centres and gyms are CLUB CURRENTLY USED (AS AT JULY 09) to around £37 a month – and private health clubs’ biggest for some of the major chains the rivals: around one in six TYPE OF FACILITY % OF RESPONDENTS fi gure is signifi cantly higher. respondents had opted for a Cost therefore remains a Public leisure centre / gym 25 private club, while one in four major issue for many consumers, said they attended a public Private club 16 and the emergence of the leisure centre (see table 2). budget health club sector – a Hotel gym 11 concept already well-established consumer motivation in both the US and mainland Gym at college/university/other place However, although the 10 Europe – has the potential to current economic crisis of education attract a large tranche of new throws up a host of challenges Company gym at place of work 8 consumers into the market. for the industry, it also offers Motivation is also a key benefits to those businesses Source: GMI/Mintel Base: 4,000 internet users aged 16+ factor to winning over january 2010 © cybertrek 2010 Read Health Club Management online 57 healthclubmanagement.co.uk/digital mintel report Keep up appearances: Clubs should be aware that members’ standards regarding service and cleanliness remain high customers. More than one in three of those questioned by Mintel said the encouragement of a friend is, or would be, key to motivation. This highlights the importance of two-for-one or ‘join with a friend’ style deals. In terms of further motivation, one in three consumers would like to use a personal trainer but say they can’t afford it, suggesting that operators could be doing more to offer this style of service in a format – small group training, for example – that would make it more accessible to those potentially keen to engage. However, while the budgets – the disposable income – of gym users in Britain have fallen, their standards haven’t. The quality of changed by the recession, but it seems want more exercise variety than is changing rooms, some areas of importance have stood possible in their front rooms. for example, fi rm; even when economic times are Furthermore, the factors that have was important tough, operators cannot afford to let driven the development of the market to almost half their service delivery standards drop. to date are still relevant – increasing of all those levels of obesity, overall steady growth questioned. attracting new markets in levels of personal disposable income, Attitudes may At just over 10 per cent of the adult greater focus on body image/looks, a have been population, penetration of health clubs in decline in the traditional voluntary the UK remains low – particularly when sports club model, and so on. compared to the US where, according to Despite the tough market conditions Mintel estimates, it’s nearly double that seen in 2009, longer-term prospects level (around 15 per cent of the total for the overall health and fi tness club population, or 19.5 per cent of the adult industry in the UK therefore remain population). This suggests significant positive. Total membership fees opportunity for growth in the UK, with revenue is expected to have broken an untapped pool of potential members. through the £2bn barrier for the fi rst Innovations in the world of gaming time in 2009, despite the slowdown have the potential to benefi t the in new openings and the impact of industry in this respect. For example, the economic recession – an increase the Fitness First-branded Nintendo accounted for by slightly higher Wii product – NewU Fitness First membership fees, combined with a Personal Trainer – includes a free growth in member numbers (5.26 fi ve-day pass to a Fitness First million members in 2009, compared club with every game, while Wii to 5.18 million in 2007). However, Fit has introduced a new segment understanding changing consumer of the population to the benefi ts needs will be key to success in 2010. of working out. Clubs have an Innovations in the world of gaming opportunity to use the popularity michael oliver is senior may help to introduce new segments of these workouts to generate new leisure analyst at mintel of the population to working out memberships from people who now [email protected] 58 Read Health Club Management online january 2010 © cybertrek 2010 healthclubmanagement.co.uk/digital Keep up to date EUROPEUROPUURORROO FOCUS with the health & fi tness market by reading the leading title for the industry EVERYONE’S TA LKING ABOUT.. . subscribe today SPECIAL OFFER Add Leisure Opportunities to your subscription ADD THE FOLLOWING TO YOUR SUBSCRIPTION… for only £10 (UK only) Innddepepe endeent iinquir ry launched into sports facilit spa business ies leisure opportunities Read about the innovators shaping the Fortnightly leisure recruitment, training, WWor rk beggins on MeMetropo global spa market from curative and litan Arts Centre in Belfast property and news publication which gets you the thermal to resort, day and destination spas right job or the perfect candidate for your vacancy sports management attractions management For managers and policy makers in the sports Everything you want to know about the visitor market who want to keep ahead of the game attractions market. 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LAURA BLACKLAWS REPORTS `6.7m investment has transformed a tired public access swimming pool in Radevormwald, Germany, Ainto a complete health, fitness and wellbeing centre. Owned by the City of Radevormwald but run under private limited company Bader Radevormwald, the refurbished centre re-opened to the public in July 2009 after 20 months of work. four-pronged offer The centre, now known as life-ness, started out 20 years ago as Aquafun, an indoor and outdoor swimming centre that offered little else to its members. Swimming pool facilities were complemented only by a children’s fun pool and a dedicated spa section with saunas, tanning booths, a secluded outdoor chillout zone and massage treatments available on request. Until the recent refurb, little had changed at Aquafun However, until the recent refurbishment, very little had (above) since it originally opened to the public in 1989 changed in terms of the offering, product innovation or décor since the centre opened in 1989. As a result, thanks to the competitive nature of the leisure industry, visitor numbers had Fit-ness, the new gym area, focuses on fi tness and health fallen dramatically and Aquafun was no longer profi table. In a enhancement for all adults over the age of 16. It’s been equipped bid to appeal to a wider audience and attract new members, the with high-end cardio, strength and Spinning® equipment from supervisory board opted to completely revamp the site – both Star Trac, which also advised on the layout and design of the its facilities and its brand identity – and broaden its services. fi tness suite. Around 40 group exercise classes are held each Aquafun therefore closed its doors to the public in October week, including Body Pump, Body Balance and Spinning. Water 2007, with the opening of the new facility scheduled for aerobics and water jogging classes are also offered in the October 2008. Delays set the programme back nine months, swimming pool, adding extra variety to the class schedule. pushing the opening to summer 2009. However, the new-look Three tiers of membership are available: Fitness Membership life-ness complex fi nally opened its doors in July, offering the for fi tness and group exercise only; Club Membership, including local community four distinct health and wellbeing sections: fi tness, group exercise, swimming and sauna; and Platinum fi t-ness, wet-ness, well-ness and happi-ness. Membership, with a discount for fi ve years’ fees paid upfront. Before and after: The Aquafun pool (left) and 25m training pool and kidney bean-shaped learning pool at life-ness (right) 60 Read Health Club Management online january 2010 © cybertrek 2010 healthclubmanagement.co.uk/digital (clockwise from top left): The new life-ness facility offers three cafés, a gym equipped by Star Trac, and a sauna area with an icy cold dip tank Wet-ness, the new-look swimming area, offers a 25m broadened appeal training pool – available to swimmers of all ages – and a The centre is run by CEO Ronald Eden, who is supported learning pool in the shape of a kidney bean where children are by a product manager, customer service manager, facility taught to swim. The pool can be used by members as well as by manager and a marketing and PR manager. The total number non-members on a pay as you go basis. As a state-owned club, of staff has tripled since the re-launch. there are also community programmes in place that provide The clientele has also changed, with the additional facilities and local schools and swimming associations with the chance to services – all laid out in a well-designed environment – helping to rent the wet-ness facilities out at a reduced rate. meet the goal of attracting a wider range of people. What used Well-ness, the sauna area, is also open to members and to be a largely ignored swimming pool now attracts visitors from non-members on a pay as you go basis. Three different saunas across the board, from image-conscious young professionals who are available in the expanded facility: a steam sauna, a bio- want to stay in shape, through semi-professional athletes seeking sauna set to 60–70 degrees, and a Finnish sauna set to 80–90 to improve performance, to elderly people who enjoy the chance degrees. An icy cold dip tank and footbaths are also available. to keep fi t in a community environment. The addition of the Meanwhile, a wide range of massages and other types of dedicated children’s space has also expanded the focus of the wellness and beauty treatments can be booked, at an extra kids’ offering from wet play only to encompass dry indoor play, cost, to help relax both body and mind. offering more fl exibility for parents. Finally, happi-ness – a children’s indoor play area nicknamed Since re-opening, membership has already doubled. More than ‘Nessi’ – offers a labyrinth of slides, netting and wobbly 5,000 guests now use the swimming pool section every month walkways, as well as a mini go-kart track, all designed to keep and, so far, more than 200 kids have joined the ‘Nessi’ club. children entertained. A dedicated toddler area has also been Plans to further enhance the facility are already in progress, set up for the exclusive use of kids under the age of two. including a sauna garden area with an additional sauna, café and A kids’ club called Nessi Club offers free membership to an outdoor terrace, to be completed in early 2010. the play area, as well as participation in special activities such “The business model that transformed Aquafun into life- as Hallowe’en and Christmas parties, arts and crafts activities ness will undoubtedly be used as a blueprint to develop other and reading sessions. As an additional revenue driver for the public pools in the area,” says Eden. “We know that other city new club, celebration packages can also be purchased which councils are keeping a close eye on the success of the project, include food, drink and birthday cake. alongside private investors and other health club owners.” In addition to the wellness facilities, there are now also three cafés in the complex, offering members a relaxed environment laura blacklaws in which to enjoy a quick drink or a relaxing meal. [email protected] january 2010 © cybertrek 2010 Read Health Club Management online 61 healthclubmanagement.co.uk/digital sibec review EUROPE 010101010110101110001101010101010 010101010110101110001101010101010 0101010101101011100011010101010 10 010101010110101110001101010101010 010101010110101110001101010101010 0101010101101011100011010101 01010 010101010110101110001101010101010 010101010110101110001101010101010 01010101011010111000110 1010101010 010101010110101110001101010101010 010101010110101110001101010101010 01010101011010111000 1101010101010 010101010110101110001101010101010 010101010110101110001101010101010 0101010101111010 0001101010101010 010101010110101110001101010101010 010101010110101110001101010101010 01010101011010 1110001101010101010 010101010110101110001101010101010 010101010110101110001101010101010 1010101011 0101110001101010101010 010101010110101110001101010101010 010101010110101110001101010101010 01010101 0110101110001101010101010 010101010110101110001101010101010 010101010110101110001101010101010 01010 1010110101110001101010101010 010101010110101110001101010101010 010101010110101110001101010101010 01 0101010110101110001101010101010 010101010110101110001101010101010 01010101011010111000110101010 010 101010110101110001101010101010 010101010110101110001101010101010 010101010110101110001101010101010 010101010110101110001101010101010How we can better engage 010101010110101110001101010101010 with consumers online? Katie 0101010101101011100011010101010 Start 10 010101010110101110001101010101010summarises the discussions 010101010110101110001101010101010 and opinions from SIBEC UK 01010101011010111000110 & Europe 2009 1010101010 010101010110101110001101010101010 010101010110101110001101010101010 01010101011010111000 ne thing is for certain: and fi tness to be the fastest growing websites with information on staff, social media is here to non-travel product category in terms services, consumer reviews, awards, O stay. While applications like of online sales (an 18 per cent year-on- blogs, videos, deals and seasonal offers. Twitter, Facebook, Bebo and year increase as at Christmas 2008), Evidence gathered by Wahanda shows LinkedIn might fall by the wayside as outpacing even video games, consoles that companies which include consumer new applications are developed, there’s and accessories (14 per cent) and reviews on their website drive at least little doubt that widespread access to clothes and accessories (4 per cent) – 10 times more traffi c (visits to the home the worldwide web has changed the way yet more evidence that consumers are page), exposure (number of people we communicate forever. The question starting to understand the importance clicking through to other pages of the site is: How will this affect our industry, and of an active, healthy lifestyle. for more information) and engagement how do we harness the many online Meanwhile, HAFOS (Health and (number of people that comment on opportunities to reach new markets and Fitness Omnibus Survey) – conducted the site, request further information or better engage with existing members? annually by Leisure-net Solutions with make a purchase) than those that do not. This was the topic of the keynote results released at SIBEC – cites that Reviews are the 21st century equivalent speech at November’s of comment cards, and SIBEC UK & Europe are evolving into one event, presented by By embracing online of the most powerful online experts Salim ‘word of mouth’ business Mitha and Lopo opportunities, the sector drivers. Wahanda has also Champalimaud, founders observed that businesses of Wahanda – the global can grow penetration promoting offers and wellness resource that beyond 12 per cent deals enjoy higher provides free listings, levels of conversion, as reviews and bookings to consumers seamlessly connect consumers shift from research mode with health, beauty and fi tness businesses almost half (47 per cent) of consumers to decision and purchase. and professionals. Here, we outline the would be encouraged to use their local The web also allows companies to key points of the presentation and ask leisure centre if more information were extend their brand presence beyond delegates for their thoughts. made available. Simply by improving the their own website to other directory quantity and quality of information that’s and community sites such as google local, online consumers publicly available about their facilities, Qype, Facebook, Twitter and Wahanda, Over the past decade, widespread fi tness operators could, it seems, create to name just a few. Actively connecting access has opened up the worldwide a huge opportunity for themselves to with current consumers and encouraging web to millions of people across the drive higher levels of engagement. dialogue shows that there are real people globe. This trend will only gain Given all of the above, would it not behind the business and provides a momentum as the number of people be an obvious solution to make available platform to gather valuable feedback. coming online continues to grow via online all the additional information that The benefi ts to individual organisations more mobile devices and higher people want? Indeed, market monitoring that embrace online and social media connection speeds, further cementing company Nielsen reported that, in June opportunities are obvious, but it’s action the web as a powerful channel for 2009, more than 10 billion people in as an industry that will have the biggest attracting new customers and building America alone used a search engine to impact. If we collectively start to provide stronger relationships with existing ones. locate information on the internet. If more information online that people With relatively low set-up and the question being asked is: ‘How can I can easily access, and embrace social operating costs and very few access get fi t?’, you want to make sure that the media to cost-effectively engage with restrictions, this has already transformed information delivered to their screen is consumers and potential users, together industries such as travel, music, movies about your facility or product. we can infl uence change and penetrate and catering – and now we’re starting to Increasingly, consumers are using the 88 per cent of the population who see the same evolution occurring in the social media to connect with, and learn are not currently using our facilities. fi tness, health and beauty sectors. from, others, as well as to connect with For example, studies by global businesses and professionals. The web katie start research house comScore show sport makes this possible through detailed [email protected] 62 Read Health Club Management online january 2010 © cybertrek 2010 healthclubmanagement.co.uk/digital peter kirkham, development and pfi Clubs can connect director, dc leisure and interact with t was good to get a better existing and potential understanding of social media members through and the opportunities and the worldwide web implications for the fi tness industry. There has been a major cultural 010101010110101110001101010101010 010101010110101110001101010 ©ISTOCKPHOTO.COM/JOSH HODGE change in the way we communicate 101010 010101010110101110001101010101010 01010101011010111000 and this is certainly set to continue 1101010101010 010101010110101110001101010101010 0101010101101 and grow in the future. 01110001101010101010 010101010110101110001101010101010 However, while it’s important that we embrace this technology as an patrick murray, products, we use google alerts to effective means of reaching our md, trixter track what’s being said about our existing and potential customers, I’m ocial media is now integral to products, I’m profi led on LinkedIn, and conscious that this should be done in our communications strategy. we use YouTube for easy distribution the right way and at the right time. We have a Twitter account of video content. There’s still plenty (TrixterWorld), six independent more we could be doing, but our initial Facebook pages dedicated to our experience is positive. jon johnston, md, matrix ’ve embraced social media and recognise that, as more platforms david stalker, than ever before and building more launch, the opportunities will executive director, fi a of a dialogue. The blog allows us to grow. I was a very early LinkedIn e felt excited that the create a transparency around what adopter and it’s diffi cult now to buzz at SIBEC was all we’re doing, while the LinkedIn group imagine how I kept track of people things online – the FIA has encourages interested parties to without it. However, although I embraced social media. A year ago, discuss it. We post presentations on recognise that social media has a we realised it wasn’t going to go away Slideshare, our photos on Flickr and place in business, I feel traditional and plunged in headfi rst, getting on to our views on Twitter. Then we link e-marketing should not be Twitter, developing a blog, creating an everything back to our new website. overlooked. Also, social networks e-zine, establishing a LinkedIn group I’m in no doubt that the world is can still be viewed as private places and setting up a YouTube channel, moving online and we’re keen for the – Facebook can be used cleverly for Slideshare account and Flickr profi le. FIA to act as a leader in the fi tness PR and fan groups, but organisations We’re now getting our messages industry. We’d encourage everyone to must consider their content and across to a much wider audience get involved and join the conversation. approaches and not spam people. january 2010 © cybertrek 2010 Read Health Club Management online 63 healthclubmanagement.co.uk/digital ihrsa review EUROPE Kate Cracknell summarises the presentations from October’s IHRSA European Congress ith nearly 350 delegates from 26 countries attending the ninth annual IHRSA European WCongress, held in Dublin on 22–25 October, it seems only fitting that the thread uniting a number of the presentations was the notion of ‘tribe’ – the bringing together of disparate groups by creating an entity to which they feel they belong. CREATING FANS Kicking off proceedings, Peter Draper, former director of marketing for Manchester United, presented “a story of football, spectacles, car park attendants, mobile phones and underpants!” The message at the heart of his keynote was the need to know your customers – their feelings towards you, their beliefs and needs – and to adapt your business to embrace these. This, he said, is the only way to reach nirvana: a customer for life. “Football clubs have to try to turn fans into customers, and that’s hard,” he said. “But health clubs have to turn customers into fans, and that’s even harder.” In order to build a tribe of loyal customers, he continued, you must understand what your brand stands for, reinforcing who’d forgotten their own, so they over the road that would loan him gym these values at every touchpoint of the could still read their own menu. kit for a workout. The receptionist also business and through every individual Another tale covered the time Draper’s handed him a mobile phone. “No need who works for the company. luggage was lost on a fl ight to Asia. The to keep coming back to check sir – we’ll He then offered a series of anecdotes Ritz Carlton, where he was staying, call you as soon as your room’s ready.” to illustrate ways in which businesses offered him an emergency kit, which he “Find your phone,” Draper concluded. can do this. As part of its First expected to comprise toothbrush/paste Find the thing that makes the real Impressions Programme, for example, and shaving kit. In fact, it also included a difference to your business, setting it Man U changed the role of its car park shirt, vest, socks and underpants. “What apart from the rest, and that will turn attendants, from “you can’t park here” size would you like sir?” your customers into fans – into devout bouncers to “welcome to Manchester His fi nal story related to a hotel in members of your tribe. United, thanks for coming, you can Dubai. Arriving bleary-eyed from the park over there” hosts. overnight fl ight, the hotel offered him SENSE OF BELONGING Draper also spoke of a restaurant its ‘early arrivals brochure’ that listed In an entertaining presentation, David he’d visited in Durban, South Africa, all the things he could do until his room McWilliams – economist, journalist, which had a box of six different pairs was ready, including details of various broadcaster and author – continued on of reading glasses for the use of guests restaurants serving breakfast and a gym this theme, explaining that the world is 64 Read Health Club Management online january 2010 © cybertrek 2010 healthclubmanagement.co.uk/digital ©ISTOCKPHOTO.COM/ARTIST’S MEMBER NAME One tribe Les Mills International has created its own haka, encompassing its core values, to open its events splitting into tribes. People, when they the power of social media and the presentation on ‘heroic’ leadership – the shop, no longer say “I like that” but internet in building a community. Health sort of leadership that results in employee rather “I am like that”, he said – it’s less clubs should, he suggested, harness this apostles and loyal customer fans. Before, about the product itself and more about to extend their reach beyond their four he said, there was just one leader and the the package you create around it. If walls and deepen the bonds with their rest followers. Now everyone wants to you’re going to survive the recession, you members. And Melvyn Hillsdon, in his lead, so leadership today is about herding have to get inside people’s heads: session on retention, suggested that staff individual talent towards a common and encourage them to believe that belonging must speak to members at least four compelling vision – and to do so in a way to your gym makes them a different times to make them feel they belong; it’s that makes everyone in the company feel person, part of an aspirational and at this level of interaction that attrition they had ownership of the process. exclusive tribe. If you can do this, not is shown to be dramatically reduced. It’s no longer about mass markets, he only will they stay with you, they’ll also continued, but about micro-trends – an be willing to pay more to be a member. TRIBAL LEADERSHIP increasingly fragmented society of small Two further presentations touched Stephen Tharrett, Russian Fitness Group clans, or tribes, not only to target as on the sense of belonging that’s implicit CEO and president of Club Industry consumers but also to manage within the in the notion of the tribe. Rasmus Consulting, looked at tribes from an staff of any given company. Those tribes Ingerslev, CEO of Wexer, spoke about internal business perspective in his might be defi ned in a number of ways: january 2010 © cybertrek 2010 Read Health Club Management online 65 healthclubmanagement.co.uk/digital ihrsa review On a more positive note, he drew edro Videla, professor of attention to a long-term opportunity economics at IESE Business for the health and fi tness sector: the P School, made a fascinating huge potential of healthcare. presentation that delved into both the By 2050, he said, the average age of global economy and the future of the the world will be 36 (it’s currently 24) health and fi tness industry. and 30 per cent of the population in A series of graphs and charts Europe will be aged 60-plus. Prevention outlined the full extent of the current of disease through exercise will only crisis; even the most fi nancially savvy grow in importance as state funding for of delegates will, I’m sure, have found healthcare disappears and individuals something in there to surprise and have to look after their own health. david depress them. Figures from the UK We must also, he stressed, realise minton and the US made particularly gloomy the value of the knowledge we have reading. Debt over GDP in the US is within our sector. In the book Your forecast to grow to 85 per cent by the Money or Your Life: Strong Medicine for end of the Obama administration. The America’s Health Care System, Harvard average UK family owes 150 per cent economist David Cutler looks at A PEOPLE-CENTRED SOCIETY of its annual household income. In the return on investment (ROI) of a the US, the country’s total real estate number of advances in healthcare – for t will come as no surprise to value has dropped the equivalent of example, US$4 paid back in healthy hear that the eighth annual one whole year’s GDP, so those who life for each US$1 spent between I IHRSA Asia Pacifi c Forum in felt rich now feel poor – the so-called 1950 and 1990 on technology to treat Tokyo, held in November, ran like ‘negative wealth effect’ – which puts cardiovascular disease. By comparison, clockwork. This was refreshing for them off spending elsewhere. behavioural change spurred by medical the Europeans attending and taken Indeed, warned Videla, around research and counselling – smoking for granted by the Japanese. 50 per cent of US health club cessation, better diet, exercise etc – The Fitness Industry members have a household income has an ROI of as much as 30:1, with Association Japan (FIAJ) proved of US$75,000-plus, with high levels exercise alone offering an ROI of 13:1 to be a most enthusiastic partner of debt and high exposure to the between 1990 and 2000. for IHRSA, delivering the largest negative wealth effect – a note There is, Videla concluded, an gathering in the history of the of caution sounded against the integral role for the health and fi tness event, with 350 attendees from widespread ‘recession-proof fi tness industry to play in any rational and 15 countries spanning four industry’ consensus. coherent reform of the health system. continents. Praise indeed needs to go to Tatsujiro Fujiwara-san, CEO of Big Sports and in his second psychographic, demographic, cultural and week. Recruitment is like building a term of chairing the FIAJ. so on. A good leader is one who can get tribe, explained Renata, and you need to The forum began with some beyond tribal differences and infl uence recruit on values – “culture is ultimately hard-hitting questions about staff, whatever their mindset or beliefs; the only thing that distinguishes us from how the industry will look post who understands what the emotional the competition, strengthening our recession, what consumers will trigger is for each tribe to get them purpose and connecting us as a group”. be looking for, and how the excited about the vision for the company. That culture is expressed at every industry will expand. Delegates A prime example of this was presented touchpoint, from the way classes are heard from a number of speakers by Steven Renata, international sales conducted to staff training and motivation. that the economic recovery director for Les Mills International. For It’s also expressed through ritual: in remains slow, weak and L-shaped. Les Mills, their instructors are their 1998, Les Mills began to use the haka to Consumer consumption is down, tribe – 70,000-strong and spread over open its events, going on to create its hitting most brands. Demand more than 80 countries, leading classes own haka based around the messages is not expected to pick up for more than six million people every of health and fi tness warriors, challenge, before 2015, by which point the the obesity epidemic/sedentary lifestyles, Japanese are expected to have mind-body-spirit and the potential to do moved towards a people-centred more. And at the heart of its haka lies society. This will be a small step the all-important Les Mills value of ‘One for the Japanese, for whom Tribe’, the notion that there’s “an army respect and pride is ingrained, of me”, a tribe of instructors all “inspired producing a service culture to empower others, sharing the same second to none – but it could be instinct” and – a point made by a number a large step for the rest of us. of the presentations and vital to the sense of tribe – “part of something bigger”. david minton, director, Delegates gather at the end of the kate cracknell the leisure database company 2009 IHRSA European Congress [email protected] 66 Read Health Club Management online january 2010 © cybertrek 2010 healthclubmanagement.co.uk/digital club cleanliness TOUR of DUTY © WWW.CLAIRETOPLIS.COM Cleaning expert Gemma stay on top of things but it pays to prevent stains in the fi rst Regular cleaning is essential and a place. Keep a vacuum cleaner handy for Haslam takes a virtual walk clean-as-you-go attitude pays dividends – dry matter and wipe liquid spills off the around a health club, pointing keeping an area clean is far easier than fl oor immediately using a clean cloth. trying to spruce up something that’s dirty. Once inside, members spend a lot out ways in which operators Many clubs will employ a cleaner or of time in front of mirrors, whether in can keep their facilities clean contractor who visits once a day, usually activity areas or changing rooms. By after closing time. But if all members of wiping these regularly, staff will make ew Year is always important staff take on the additional responsibility a good impression. General cleaning for health clubs, with of keeping an eye on key areas during the products can be used, but those with the eagerly anticipated day, cleaning them when necessary, this special formulations will remove dirt and peak in new and renewed will give a clear message to members that grime in seconds and leave no marks or Nmemberships. This year it’s even more the club takes hygiene seriously. smears. Good products can normally critical: with money tight, clubs need to Focus on the areas that are most be used on stainless steel/chrome show existing and potential members noticeable to members. Start where the equipment and fi ttings without risk. that they offer something more than member starts, in reception. Keep it Unsightly limescale is a potential their competitors. Keeping the premises neat and tidy and make sure there are problem in wet areas such as changing clean is a good place to start, as this is no unsightly stains on the carpets or rooms, washrooms, spas and pools. widely acknowledged to have a significant fl oor tiling. Reputable cleaning suppliers Floors and other hard surfaces should impact on gym customers’ behaviour. will have products to deal with these, be cleaned daily with a mildly acidic january 2010 © cybertrek 2010 Read Health Club Management online 67 healthclubmanagement.co.uk/digital club cleanliness In washrooms, where limescale is a problem, floors can be cleaned using a stronger cleaner in conjunction with a scrubbing machine cleaner to prevent this building up. This is sensible even where the local water supply is soft, because the chemicals used to treat pools and spas, and regulate the pH, can increase water hardness. A slightly stronger cleaner used in conjunction with a scrubbing machine is often effective against existing limescale. In the main gym, tools that incorporate ultra microfi bre cloth can clean hard surfaces, fl oors and equipment with the added advantage that no chemicals are required. This may allow the club to promote its sustainable credentials. The cloths can be used dry or simply dampened with water to remove dirt and organisms that lead to staining and infections. This is particularly convenient for frequent, daytime or immediate cleaning and Some drain cleaners now incorporate eliminates any risk of using chemicals specialist ingredients and agents that where members are present. dissolve hair and other debris trapped After their exercise, members will in waste pipes. Special formulations use the washroom and toilets. Hairs of cleaner also neutralise bad smells on the fl oor never create a good and contain pleasant fragrances that impression, but even when washed away enhance the washroom. Periodic use they can block waste pipes and drains. of grout restorers will remove the Regularly wiping mirrors is a very visible sign of a club’s commitment to hygiene 68 january 2010 © cybertrek 2010 ;FPFL:8I<89FLK PFLID G unsightly mould and mildew deposits to use whenever they switch equipment. to renovate fl oor and wall tiling to its Rubs and wipes kill many of the common former pristine condition. infections and are a highly visible signal The fi nal area that members may that the club is taking action to protect visit before they leave is the bar or its members. They might also be a restaurant. If meals are being prepared cost-effective option for the 24/7 budget or served, by far the most important gyms with swipe card access, where thing is for staff to keep their hands staffi ng is likely to be minimal. clean for the sake of food safety, but the Furniture, hard surfaces and equipment overall appearance of the area is also throughout the gym can be cleaned with important. Reputable cleaning providers oxygen peroxide-based products that kill ('''n`g\j]ifd(.%,' will offer a range of products that are a broad range of infections while being specially formulated for food areas, for gentler on fi xtures, fi ttings and fabrics =I<< [`jg\ej\if]]\i tasks such as fl oor cleaning, hard surface than chlorine-based alternatives. These sanitising and crockery washing. products can be effective tools in the daily cleaning armoury, while some are infection control also good for cleaning up accidental The ever-present risk of infections can, spills and contaminations that may without proper control, lead to big contain infections such as norovirus, problems for members and the club which is spread by water droplets itself. Many of the most common formed from bodily fl uids. infections, such as influenza (including H1N1 swine flu) and the common cold, mission critical as well as rarer illnesses such as MRSA, Regular cleaning and paying attention to are spread through personal contact or the most important potential problems by touching surfaces that have recently should be seen as a ‘mission critical’ been used by someone who’s ill. The activity for health clubs, rather than an warm and damp atmosphere found in unpopular chore. With a little forethought clubs will encourage organisms found in and the right products, it’s quite simple to body fluids such as perspiration to make improvements that enhance overall thrive. It therefore makes sense to keep appearance, improve hygiene and, by areas as dry as possible and to clean driving customer satisfaction levels, focal points, such as equipment seats, increase membership revenues. handles and levers, as often as possible. Ultra microfi bre cloths can be used, gemma haslam, but an alternative is to provide members johnsondiversey uk =FI=I<< with alcohol-based hand rubs and wipes [email protected] J8DGC january 2010 © cybertrek 2010 '/'')-0-/0 nnn%_\Xck_ZclYgXike\ij%Zfd fitness-kit.net WINTER TRAINING Wherever you are in the world, find the right products and services 24 / 7 by logging on to Health Club Management’s free search engine www.fitness-kit.net For more information, or to contact any of these Pro Fitter 3D X-Trainer companies, log on to www.fitness-kit.net and The Pro Fitter 3D Cross Trainer – type the company name under ‘keyword search’ Fitter International’s flagship product – is intended to be both challenging and fun. Created to maximise a user’s Upper and lower body workouts combined sporting performance, it can be used in a variety of environments, including with Concept2’s SkiErg gyms and leisure centres. The 3D Concept2 has launched the SkiErg, Cross Trainer is said to enhance a machine that mimics cross- functional core strength and stability, country skiing. It combines upper maximise functional leg strength and lower body workouts, can and develop upper and lower body be used as a general upper-body strength – all of which makes it the trainer, and provides an aerobic perfect tool for members looking to workout. It also encourages the get fit for the ski slopes. proper Nordic skiing technique. fitness-kit.net keywords The SkiErg has adjustable handle fi tter international straps and resistance is set by the individual via an air-resistant fl ywheel. Users can also track their progress with the SkiErg Performance Monitor. The SkiErg can also be used to train for a variety of other sports, including swimming, and is already used by fitness-kit.net keyword the GB biathlon and rowing teams. concept2 Balance training with Speed Pace Vario Pole automatic massage from Nordic Walking The new AIREX® Balance-pad Elite An adjustable carbon pole is greatly has been unveiled, with the inclusion aiding instructors who are using of an innovative surface pattern Nordic Walking in their programmes. that provides an automatic foot The Speed Pace Vario Nordic Walking massage, promoting blood circulation. Pole comes with a 10cm adjustment Meanwhile, a new programme – for performance, according to both BeBalanced! SkiTraining – consists the user’s level of technique and of 18 exercises that use the pad to the terrain that’s involved. It’s said prepare for the ski season, combining to be ideal for those undertaking strength with balance training and co- conditioning training for cross- ordination.The Balance-pad Elite can country skiing. Nordic Walking is also be used for rehabilitation work. a fi tness technique that involves fitness-kit.net keyword fi tness-kit.net keywords walking using poles, thereby using airex nordic walking different muscle groups. 70 Read Health Club Management online january 2010 © cybertrek 2010 healthclubmanagement.co.uk/digital fitness-kit.net the search engine Attract for health & fi tness buyers new Instyle Fitness’ new software members applications this Instyle Fitness has unveiled a Simultrainer Cross winter! Trainer that combines Nordic skiing techniques with Meet the all new SkiErg interactivity. Designed to from Concept2 – a allow users to race against revolution in gym based other male and female skiing fitness training. avatars over a range of The Concept2 SkiErg: different courses, the kit has a total of 11 stored training provides a quality all round aerobic workout programmes as well as fi ve stored heart frequency training programmes. The cross trainer’s elliptical action also makes introduces a brand new it ideal for runners, providing a low-impact alternative to their training. group activity The company is also currently fitness-kit.net keyword helps develop ski specific developing an ice skating programme. instyle strength in the core, upper body and legs Power Plate’s Sno Camp at Virgin Active uses an air-resistance flywheel: providing user A new class has been launched by controlled intensity Power Plate in Virgin Active gyms. Called Sno Camp, the six-week boasts the renowned Concept2 build quality course prepares participants for the slopes via a range of muscle training Call today to find out exercises. Using a Power Plate more about this exciting machine and a personal trainer, each new product. 45 minute class gets steadily more intense to build up clients’ balance, stamina and technique and help 0115 945 5522 them to get the most out of their www.concept2.co.uk/skierg time on the slopes. The Sno Camp classes are available at Virgin Active fitness-kit.net keywords gyms until February 2010. power plate Adaptive winter break training with Precor Precor’s Adaptive Motion Trainer (AMT) is a versatile piece of cardio equipment that can be slotted into a client’s normal gym session. Engaging a wide variety of muscle groups, the AMT increases aerobic fi tness as well as improving anaerobic capacity. This aids users in sustaining short bursts of exercise, making it ideal for pre- slope workouts. An eight-week programme has also been created fitness-kit.net keyword for experienced AMT users looking precor to prepare for the ski season. january 2010 © cybertrek 2010 71 fitness-kit.net Wherever you are in the world, find the right products and services 24 / 7 by logging on to Health Club Management’s free search engine www.fitness-kit.net For more information, or to contact any of these companies, log on to www.fitness-kit.net and Upgrade for David type the company name under ‘keyword search’ Lloyd’s MK facility Manufacturer Gerfl or has installed an Introducing the internationally-approved badminton surface at the David Lloyd racquets fl oating Velaqua club in Milton Keynes. Measuring 7mm in depth, the Tarafl ex sports fl oor Velaqua Diffusion of France has has replaced an old tennis carpet at launched the Velaqua© – a fl oating, the site and is the latest in a series pedal-less bicycle for use in water. of Tarafl ex installations at David The bike, which is said to be both Lloyd centres across the country. unsinkable and uncapsizable, can Commenting on the installation, be used for a range of activities, Darren Wood, sports manager for including physiotherapy, relaxation Gerfl or, says: “Tarafl ex Sport M+ is and exercise. Consisting of a frame approved by World Badminton and and two high-density fl oats, the Badminton England and was a perfect device can withstand loads in developed is the Liberta, designed solution for the club and its members.” excess of 120kg. The range includes especially for use by the disabled. The Tarafl ex surface is suitable for four models: The Fun Pro and Fun The Velaqua weighs just 12kg and a range of uses, including aerobic GT Pro (with fl ippers and levers) are can be dismantled into three parts studios and children’s play areas. designed for use in swimming pools, for easy transport. fitness-kit.net keyword while the motorised Fun GT E Pro is fitness-kit.net keyword gerfl or intended for use at sea. Also being velaqua Trixter for top core strength World number one they control weigh around motocross champion 200lb (91kg). To participate, James Stewart and peak fi tness is required. In the seven times world addition to track practice, champion Ricky Stewart and Carmichael Carmichael have both rely on Trixter’s X-Bike as a added their endorsements training tool, as well as for to the Trixter X-Bike indoor pre-race warm up, as it’s cycle, which they use the only indoor cycle with for their gruelling training laterally moving handlebars. regimes. The demanding This allows users to work sport of motocross racing their upper bodies and is very intense – riders can core while they pedal. reach heart rates of up to fitness-kit.net keyword 190bpm, while the bikes trixter 72 Read Health Club Management online january 2010 © cybertrek 2010 healthclubmanagement.co.uk/digital For just over £20 per issue you can access over 10,000 motivated leisure health club professionals committed to the industry management To book your space call the sales team on DIRECTORY Tel: +44 (0)1462 431385 architects/designers clothing & merchandise club operation support make fitness your business with Britain’s leading fitness franchisor 0845 363 1020 www.energiefranchise.com zynkdesign@com computer membership To book your software advert call the sales team on +44 (0)1462 431385 AV/sound Ubzmps!Nbef!Eftjhot Think Uniforms... think... 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CALL THE SALES TEAM TODAY TO DISCUSS YOUR BOOKING Telephone: 01462 43138 5 www.healthclubmanagement.co.uk january 2010 © cybertrek 2009 Read Health Club Management online 75 healthclubmanagement.co.uk/digital lockers/changing rooms 5PCPPLZPVSBEWFSUDBMM UIFTBMFTUFBNPO +44 (0)1462 431385 sales & marketing Safe Space Lockers Ltd Locker House, 7 Barrow Hill Close, Worcester Park, Surrey KT4 7PT T: 0870 990 7989 F: 0871 431 0452 E: [email protected] spas saunas sunbeds Quality Affordable FITLOCKERS Timber Lockers T: 01923 770435 [email protected] www.fitlockers.co.uk print Think Print... think... To book your advert call the sales COPYRIGHT NOTICE To subscribe to Health Club Management, log on to www.leisuresubs.com, team on 01625 500000 email: [email protected], tel +44 (0)1462 471915, fax +44 (0)1462 433909. www.promotions81.com Annual subscription rates: UK £41, Europe £52, rest of world £73 and students UK £20. 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Printed by Warners Midland. © Cybertrek Ltd 2010 ISSN 1361/351 01625 500000 www.promotions81.com 76 Read Health Club Management online january 2010 © cybertrek 2010 healthclubmanagement.co.uk/digital edited by katie barnes. email: [email protected] lightweights SUMO RUN WORLD RECORD ATTEMPT The organiser behind the Battersea Park Sumo Run will attempt to break the Guinness World Record with its 5km run this June. All participants have to do is turn up, put on an infl atable sumo suit and jog around the fl at, green, 5km-long course. You can enter as an individual or in teams. Individual registration costs £25 per person before 1 April. Teams of four or more members get a £5 discount per member before this early bird cut-off. The money will cover the sumo suit, which you get to keep, as well as helping to raise funds for the charity Gemin-i.org – a charity that specialises in developing innovative solutions to improve education in both the developing and developed worlds. Participants are also asked to raise a minimum of £250 each in sponsorship to enhance fundraising efforts for this worthwhile charity. Details: www.sumorun.com CHESS BOXING: Chess and boxing. The two seem the most unlikely bed partners, but A KNOCKOUT somehow seem to work together in a hybrid sport called chess boxing, NEW SPORT which combines up to 11 alternating rounds in the ring (three minutes) and on the board (four minutes). ©ISTOCKPHOTO.COM Competitors have 12 minutes to complete a whole ‘speed chess’ game, and can win by knockout, checkmate, a judge’s decision, or if their rival goes over the 12 minutes. Dutch artist Iepe Rubingh held the fi rst match in 2003, having been FAT CLUBS FOR inspired by fi ctional depictions of the sport by the French comic book POLICE PLODDERS ©ISTOCKPHOTO.COM artist and fi lmmaker Enki Bilal. Metropolitan policemen who are overweight could be given a ‘fat club’ membership as part of a corporate health scheme to cut sick fi tness by royal appointment leave by more than a third. Up to 16,000 staff will be offered health The loyal servants of Buckingham Staffed by a personal trainer, the check-ups to evaluate their body fat, blood Palace have been provided with their gym is said to feature a heavy weights pressure, cholesterol and diabetes. Based own top-of-the-range gym, to help area, CV equipment including rowing on the results of these tests, they will then relieve the stress of being at the beck machines, bikes, cross-trainers and receive a personalised report including and call of the Royal Family all day. treadmills, two wet rooms, a stretch recommendations on how to improve their The gym – built in the Royal Mews, area and a yoga ball training section. fi tness and general wellbeing. in a converted hay store previously Buckingham Palace has its own To support these efforts, gyms and used to store food for the monarch’s Lifestyle Committee and already canteens in borough headquarters will be horses – will be available to the palace’s offers its staff sporting facilities such upgraded to provide more up-to-date fi tness 450 workers, including footmen, as squash and tennis courts, as well as facilities and healthy food options. chauffeurs, chefs and cleaners. a football and social club. january 2010 © cybertrek 2010 Read Health Club Management online 77 healthclubmanagement.co.uk/digital VARIO, THE RIGHT MOVEMENT FOR YOUR CUSTOMERS. 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