MARCH 2020
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UNITING THE WORLD OF FITNESS
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FIRST FOR FITNESS SOLUTIONS James Anderson on Physical Company’s Mission Statement GAINING PARTNERSHIPS THROUGH EXCELLENCE
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PHYSICALCOMPANY.CO.UK GLOBAL MEDIA PARTNER MARCH 2020
HCMmag.com @HCMmag
UNITING THE WORLD OF FITNESS
SARY LE ER IS V U I R N E
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Leisure on new models and O growing the estate p38 Rene Moos Insights into Basic-Fit p66
Emma Barry
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myzone.org | [email protected] EDITOR’S LETTER
All change
COVID-19 is the reality we’ll be living with until a vaccine can be developed and this challenge will test the resilience and adaptability of our sector. Don’t wait for things to return to ‘normal’ – start adapting right now
t’s hard to escape the feeling that we’re in the middle of a Hollywood movie, as events relating to COVID-19 unfold around us and the extraordinary and the unthinkable become I WKHHYHU\GD\:KRFRXOGKDYHSUHGLFWHGWKDWDOOʜLJKWVIURP Europe to the US could ever be grounded? With major disruptions announced by the minute around the clock – from school closures to the suspension of major events – the long-predicted global pandemic has swiftly arrived. 6RKRZLVWKHKHDOWKDQGʛWQHVVLQGXVWU\UHVSRQGLQJDQGZKDW will the impacts be on our sector in the short- and medium-term? In this issue, we talk to CEOs Humphrey Cobbold of Pure Gym and Clive Ormerod of Les Mills, about their inspiring responses. In the hours between now and when we publish, their positions may change, but we believe it’s valuable to track progress. Although the macro picture may eventually impact the
sector if economic disruption leads to falling income levels, as a PHOTO: SHUTTERSTOCK/COOKIE STUDIO largely subscription-based business, health clubs should be able Outdoor exercise with social distancing will be a trend to withstand some business interruption in the short-term, as J\PFORVXUHVLQ,WDO\6SDLQ6ZHGHQDQGVRRQFRPHLQWRHʞHFW The straightforward measure of extending membership Genuine and well-intentioned will minimise the immediate economic impact, create positive goodwill and may even improve retention. engagement around health and
Boutiques, with their pay-as-you-go model, are more exposed resilience will find a more receptive to the impact and COVID-19 will stress-test their resilience and the commitment of their tribes, especially those with no digital audience going forward outreach in the form of live streaming, or on-demand. 7KHSDQGHPLFZLOODFFHOHUDWHWKHDGRSWLRQRIʛWQHVVWHFKZLWK Don’t expect things to return to ‘normal’ any time soon – operators moving to line up digital, home-based workouts to harness the creativity of your team and start innovating. keep members active if they’re self-isolating and hungry to move. A virus of this type sees humans at their most exposed – We’ll also see a surge in interest in outdoor workouts, as ‘social WKHUHDUHQRIDVWʛ[HVQRSLOOVWKDWFDQEHWDNHQ2XURQO\ GLVWDQFLQJȷEHFRPHVDSDUWRIOLIHDQGSHRSOHʛQGZD\VWRH[HUFLVH defence is the state of our health and our immune system. in the fresh air while keeping the recommended distance apart. It would be inappropriate for us as an industry to cynically The situation will expose the self-employed status of many H[SORLWWKLVVLWXDWLRQIRUʛQDQFLDOJDLQEXWZHPD\ʛQGWKDW PTs and – just as Deliveroo is making payments to its zero-hours genuine and well-intentioned engagement around health and GHOLYHU\ZRUNHUVLIWKH\JHWWKHYLUXVȲVRWKHʛWQHVVLQGXVWU\ UHVLOLHQFHZLOOʛQGDPRUHUHFHSWLYHDXGLHQFHJRLQJIRUZDUG PXVWVWHSXSDQGVXSSRUW37VZKRDUHLQGLʡFXOW\ Most important is our role in boosting morale, as this crisis So what of the longer-term? Now the virus is active among will be especially challenging for people with mental health issues. the population and looking less as though it’s seasonal, we’ll be living with it rumbling on until a vaccine is developed. Liz Terry, editor This means its presence in our lives is the new reality and we [email protected] need to adapt. The sooner we start this process the better. @elizterry
+44 (0)1462 431385 WWW.HCMmag.COM [email protected] WWW.LEISURESUBS.COM
©Cybertrek 2020 March 2020 5 HCMmag.com CONTENTS Uniting the world of fitness MARCH 2020 No 277
58 Building a Badass Boutique, Emma Barry on her new book
18 Ed Stanbury is scaling the BLOK brand
05 Editor’s letter 22 Adala Bolto 66 Insights Bolto saw a need for a “bespoke, female- into Basic-Fit 13 Write to reply specific, results-driven boutique” from Rene Moos Dan Rees of Premier Global NASM starts a debate about the safest way to 26 Aaron Brooks-Thornett stretch, with a response from Flexology This personal trainer works on a ‘pay what you can’ basis, allowing 14 Special report him to reach those most in need First response CEOs Humphrey Cobbold, of Pure Gym 30 HCM News and Clive Ormerod of Les Mills talk about Stay up-to-date with the latest news their initial response to COVID-19 in health, fitness and physical activity 18 HCM people 38 Interview Ed Stanbury Glenn Earlam The CEO and co-founder of BLOK The CEO of David Lloyd Leisure talks tells how he developed ‘one of to HCM about new models, standalone the coolest gyms in the world’ boutiques and growing the estate
6 March 2020 ©Cybertrek 2020 22 Adala Bolto’s passion is fitness for women 38 Glenn Earlam has big expansion plans for DLL
48 Are health clubs alienating introverts? 54 Couples who train together stay together
48 Ask an expert 70 Time to combine 88 Supplier showcase Catering to introverts Tara Dillon and Mark Gannon on Suppliers Gympass, Pulse, Fisikal and Is the fitness industry meeting the needs combining REPs and the CIMSPA Matrix showcase their latest collaborations of introverts as well as extroverts? Exercise and Fitness Directory with health club operators 54 Research 73 Body scanning 96 Product innovations Getting fit together As it has become a trend, more operators Lauren Heath-Jones reveals the newest A study by Decathlon has found that are offering body scanning. We ask some product launches from Wattbike, Pulse, couples who train together stay together to share their experiences Body Bike and MYE Technologies 58 Emma Barry 78 Dublin’s finest 98 HCM directory The industry catalyst has released a new Charlie Bourne, MD of new luxury health Dip into the HCM directory to find book: Building a Badass Boutique club Eden One, talks about developing a suppliers of products and services new combination of facilities 66 Rene Moos 100 HCM research The CEO of Basic-Fit shared insights 84 Time for a change Obesity and ageing have the same effects into the workings of his business at the Get inspired by our round up of recent on the body, with some impacts being Virtuagym FitNation Conference high-end changing room installations irreversible, according to new research
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EDITOR PUBLISHER Liz Terry Jan Williams CHOOSE HOW YOU READ +44 (0)1462 431385 +44 (0)1462 471909 PRINT HCM magazine is available in print on subscription: www.leisuresubs.com DIGITAL Read free on online and enjoy extra links and searchability: www.HCMmag.com/digital PDF A PDF edition is available to read offl ine at: MANAGING EDITOR HEAD OF NEWS www.HCMmag.com/pdf Steph Eaves Tom Walker +44 (0)1462 471934 +44 (0)1462 431385 OTHER RESOURCES FROM
HCM HANDBOOK www.healthclubhandbook.com www.healthclubhandbook.com/pdf HCM WEBSITE www.HCMmag.com FIT TECH WEBSITE PRODUCT EDITOR JOURNALIST www.fittechglobal.com Lauren Heath-Jones Megan Whitby LEISURE OPPORTUNITES +44 (0)1462 471927 +44 (0)1462 471906 www.leisureopportunities.co.uk www.leisureopportunities.co.uk/archive For email use: [email protected] HCM EZINE, INSTANT ALERTS & RSS www.leisuremedia.com/subscribe BUYER SEARCH ENGINE DESIGN www.fitness-kit.net Paul McLaughlin +44 (0)1462 471933
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Michael Emmerson Public Affairs Media Partner +44 (0)1462 471932 ©Cybertrek Ltd 2019 ISSN 1361-3510 (print) / 2397-2351 (online) SUBSCRIPTIONS COPYRIGHT NOTICE +44 (0)1462 471910 Health Club Management is published 11 times a year by The Leisure Media Co Ltd, Portmill House, Portmill Lane, Hitchin, Herts SG5 1DJ, UK. The views expressed in this publication are FINANCE those of the author and do not necessarily represent those of the publisher The Leisure Media +44 (0)1462 471930 Co Ltd. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by means, electronic, mechanical, photocopying, recorded or otherwise, without the prior permission of the copyright holder, Cybertrek Ltd. CUSTOMER SERVICES Printed by The Manson Group Ltd. Distributed by Royal Mail Group Ltd and Whistl Ltd in the UK +44 (0)1462 471901 and Total Mail Ltd globally. ©Cybertrek Ltd 2018 ISSN 1361-3510 (print) / 2397-2351 (online). To subscribe to Health Club Management, log on to www.leisuresubs.com or email subs@ CREDIT CONTROL leisuremedia.com or call +44 (0)1462 471930. +44 (0)1462 733477 Annual subscription rates are UK £45, Europe £57, rest of world £80, students (UK) £22.
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Editorial, marketing and partnership enquries: [email protected] LETTERS Write to reply Fuel the debate about issues and opportunities across the industry. We’d love to hear from you – email: [email protected]
Proper stretching technique is essential
Dan Rees, commercial director, Premier Global NASM
I just wanted to express a CLICK TO view regarding a feature you PLAY VIDEO ran in the January issue of +&0 3DJH̢̤̤̥ IHDWXULQJD company called Flexology. Several of the images show a considerable degree of stress being placed on vulnerable joints, with insufficient application of “ Assisted stretch can improve mobility support or stabilisation. I am and performance, but the practice not in a position to comment on the credentials of Flexology is specialist and – if not performed or the experience of the Dan Rees correctly – there’s a risk of damage practitioners featured in the ” images, but suggest this small selection of images featured ongoing mobility issues. It extend their knowledge supporting clients in a quest do not support techniques we is, therefore, imperative that and practice in the area are to move, feel and live better. would endorse. practitioners are adequately advised to also complete The HCM produces some Assisted stretch can be trained and have a full, NASM Corrective Exercise excellent content and I am hugely beneficial, improving in-depth understanding of the Specialisation (NASM- an avid supporter. I therefore mobility, stability and biomechanical and anatomical &(6 +HUHWHFKQLTXHV feel I have a duty to question performance but the practice impact of their application. are incorporated into our content that does not reflect is very specialist and, if not Our students are taught four-step programme, what I believe, through years performed correctly, there basic and progressive The Corrective Exercise of training and education, is a high risk of damage assisted stretch techniques &RQWLQXXP &([ 7KLV to be true. I would be very to ligaments, tendons and DVSDUWRIWKH/HYHO̥ scientifically proven interested to hear the views muscles. This can lead to Personal Training Diploma. programme is designed to of other readers on this joint instability, pain and Students who wish to reduce muscular dysfunction, particular topic.
RIGHT TO REPLY Further, it’s important to note that assisted stretching technique cannot be assessed from a marketing picture. Tim Kayode, With regards to the hamstring stretch with unsupported knee, programme coordinator at Flexology that is dependent on the client, as we deal with their individual issues. The picture in question shows someone who is highly Qualified sports therapist and fascia stretch flexible and is in the middle of an isometric contraction. If you WKHUDS\ )67 /HYHO̤SUDFWLWLRQHU give the knee too much support, this can lead to hyperextension. All our Flexperts have been trained in our scientifically- The picture that depicts a glute stretch shows one backed assisted stretching method and prior to of the ways that the stretch can be done by a female training, everyone is assessed to ensure they have an therapist. Because of the female anatomy, it cannot be in-depth knowledge of anatomy and physiology. done the same way as the male therapist would do this. We don’t want to give away our techniques, but our model The stretches pictured are not part of the corrective exercise has been inspired by FR and FRC. All of our Flexperts are continuum programme, so it is not relevant to mention this here. highly trained and come from therapeutic backgrounds such as We understand the corrective exercise protocol covers the soft tissue, sports therapy, fascia stretch therapy and others. lengthening of muscles with a four-step process, however, we All three in the pictures are qualified, so the knowledge follow a protocol designed specifically for assisted stretching. we have in stretching, anatomy and physiology, rehab and Our focus is assisted stretching and we are not manual therapy is more advanced than any PT qualification. a rehabilitation clinic and do not claim to be.
©Cybertrek 2020 March 2020 13 CORONAVIRUS First response
As the world unites to tackle COVID-19, we ask two industry leaders to share insights into their initial reponse to the challenge
Humphrey Cobbold, CEO, Pure Gym
his is a highly unusual situation and there’s a lot of uncertainty about how to progress. It’s T currently taking up about 50 to 75 per cent of P\WLPHDQGʛYHRIP\VHQLRUPDQDJHPHQW team are working on it full-time as well. We’re planning for the worst, while hoping for the best. Our priority at this time is absolutely people EHIRUHSURILWVDSRVLWLRQZKLFKRXULQYHVWRUVDUH strongly backing. All of our decisions are being made based on safeguarding the wellbeing of our staff and members. Affordability is not a factor. :HȷYHXSJUDGHGWKHFOHDQLQJLQRXUFOXEVERWKWKH amount we’re cleaning and the depth of the cleans, with special focus on contact surfaces. We’re also increasing WKHDYDLODELOLW\RIZLSHGRZQVSUD\VDQGVDQLWLVHUVIRU members – use of hand sanitiser has increased tenfold. Added to this, we’re increasing public awareness in relation to the importance of hygiene and hand washing and telling our members not to come to the clubs if they feel unwell in any way at all. 6RIDU,ȷYHEHHQUHDOO\LPSUHVVHGZLWKWKHUHVROYHRI the public to carry on as normal: to keep coming to the gym and to be fit and healthy, as their first line of Pure Gym investors are strongly backing defence against all types of illnesses. DSROLF\RISHRSOHEHIRUHSURʛW :HPRQLWRUJ\PYLVLWVFDUHIXOO\DQGLWȷVRQO\LQWKH ODVWZHHNWKDWZHȷYHVHHQWKHILUVWVLJQRIWKHDYHUDJH QXPEHURIYLVLWVEHLQJVOLJKWO\GRZQRQZKHUHZHZRXOG industry to create a set of guidelines. These set out expect it to be at this time of year. protocols of what to do if a club member, or a Our head office staff are all working from home PHPEHURIVWDIIWHVWVSRVLWLYHIRUWKHYLUXV WRGD\DVDWHVWIRULIZHKDYHWRFORVHWKHRIILFHLQ The standard position is that the club would be coming weeks – which has worked really well. closed, thoroughly cleaned and then reopened. If this As a company we’re dependent on technology, so our LVWKHFDVHPHPEHUVZRXOGEHDEOHWRXVHDOWHUQDWLYH 50-strong technology team are currently working from 3XUH*\PVRUZRUNRXWDWKRPHYLDWKHDSS home as standard and only coming in to the office when ,QWHUPVRISRVLWLYHVWKHUHȷVEHHQDYHU\JRRG a meeting is needed. We’re relying on them to keep our degree of collaboration and sharing of best practice communications with our members seamless, as well as among operators, uniting against a common enemy. NHHSWKHDSSXSGDWHGVRLWȷVYLWDOWKH\FRQWLQXHWRZRUN Going forward I think this crisis might increase 7KURXJKXNDFWLYHZHȷYHEHHQLQFORVHFRQWDFWZLWK awareness and standards of cleanliness and hygiene, as 3XEOLF+HDOWK(QJODQGDQGWKHHTXLYDOHQWDJHQFLHVLQ ZHOODVKLJKOLJKWLQJWRHYHU\RQHWKHLPSRUWDQFHRI 6FRWODQGDQG:DOHVDQGKDYHFROODERUDWHGZLWKWKH exercising and staying fit to boost the immune system.
14 March 2020 ©Cybertrek 2020 Our priority at this time is absolutely people before profits. All our decisions are being made based on safeguarding the wellbeing of our staff and members Humphrey Cobbold
©Cybertrek 2020 March 2020 15 CORONAVIRUS
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Clive Ormerod, CEO, Les Mills
esponding to the coronavirus has been a With our instructors it’s all about making sure they priority for Les Mills since early January, have the right information and access to the content R when the scale of the problem became that will allow them to stay safe and keep teaching, and apparent. We’ve established an internal task also that they can communicate effectively and force to come together and act quickly, to respond to reassuringly with members. Where instructors have had breaking events, communicate clearly with our tribe to stay home we’ve helped lift spirits with challenges and customers, stabilise our supply chains, and from our programme directors to keep them active. coordinate everything we are doing globally. We’re For our club customers this is definitely an meeting daily, and prioritising as we go. Our key focus opportunity to support them with tools to keep through all of this has been the safety of our team members engaged, even if some have to stay home. mates, the club partners we work with and the Les Clubs without a digital solution are looking for help to Mills instructors around the world – our tribe. find one, fast, so we’re making it as easy as possible for Our China team has been dealing with this challenge the them to offer our Les Mills on Demand service. In longest and have been extremely professional and impacted markets, like Japan and the Middle East, we’re proactive. They’ve been working remotely for two making this free for club members for two months. months, with our Japan team doing the same, so we’ve The challenge for all businesses is to respond fast to a been able to learn from their experiences: specifically, our changing environment and to work together to minimise ability to provide our club partners with the digital tools business impacts. There’s no doubt these are testing and assets, [such as home workouts, Les Mills on Demand], times, but part of being a good corporate citizen means to enable them to continue to engage with their members. supporting others in the wider industry and community. We’ve tested online instructor workshops with The message that by exercising and staying fit you are some innovative approaches and the response from already building the best defences against illness and instructors has been really interesting. As a team, we disease is certainly one that we are emphasising. It have the digital product and platforms within our would be great to think that out of this crisis there business, so we’re looking to use this moment to help might be a silver lining of increased public awareness of clubs connect with their members in new and unique the value of regular exercise, and we’ll certainly do our ways – we’re learning a lot. bit to make sure that happens. O
16 March 2020 ©Cybertrek 2020 “Our China team has been dealing with this crisis the longest, so we have been able to learn from their experiences” Clive Ormerod Although we’re now ambitious about creating a global lifestyle brand, initially there wasn’t a grand masterplan – we just thought it would be fun to open a local gym and that has spiralled... ED STANBURY
BLOK: CEO AND CO-FOUNDER
How did BLOK come about? photographer, suggested turning it into a loud pumping music and dark rooms. I went to look at a warehouse in ʛOPDQGSKRWRVKRRWORFDWLRQ Our inspiration has come more from the Upper Clapton for my property and At that time Max and I were doing a lot restaurant and bar sector – where it’s a construction company and fell in love of boxing and yoga and my wife, Reema, labour of love to design, build and curate with the Victorian tram depot next had started going to class-based gyms. an experience. I don’t believe we’ve really door. It had stunning original features We began to think it would be more VHHQWKDWLQʛWQHVV\HW – vaulted ceilings and cast iron pillars – interesting to open a boutique studio, Because of our location, we couldn’t but was in a serious state of disrepair so with boxing and yoga. rely on having the heavy footfall of a ZDVVWDQGLQJYDFDQW,RʞHUHGDORZUHQW Although we’re now ambitious about high density area, so we set out to and the landlord accepted. creating a global lifestyle brand, initially create an environment where people I’m quite entrepreneurial – if I see there wasn’t a grand masterplan – we would want to hang out together – a deal I usually take it and then work just thought it would be fun to open a somewhere our friends would like. out what to do with it afterwards. So I local gym and that has spiralled. We designed as we went along, found that I had an amazing building, with sometimes we had to take down walls around 2,500sq ft of left-over space. I What was your design vision? which had just gone up. Still, it only started asking my friends for ideas and We really wanted to create a space which took four months to complete and we Max Oppenheim, a high end fashion has a vibe to it, not just somewhere with opened on 1st February 2016.
BLOK Shoreditch, the second to open, with design by Daytrip Studio HCM PEOPLE
BLOK founder, Ed Stanbury, is building a global lifestyle brand
March 2020 19 HCM PEOPLE
Within three weeks of the launch, Wallpaper voted BLOK one of the 30 coolest gyms in the world and Harpers Bazaar said it was one of the best gyms in London. As we were so small, we were always full, which added to the reputation. To cope with demand, we rented another unit and turned it into a dedicated boxing studio – we kept all the original features and just added a ULQJDQGKXQJWKHEDJVRʞWKHRULJLQDO beams – it looks very raw. This studio has been a backdrop for major shoots with brands such as Adidas, Apple and Under Armour and is GHʛQLWHO\RQHRIRXUPRVWLFRQLFVSDFHV I don’t want to overplay the art element, but at the same time it’s a key part of what makes us unique in the industry. It’s part of the overall experience, creating an environment where you want to spend time. To this end, we have partnered with amazing artists like Arran Gregory and Ben Cullen Williams, both of whom have permanent exhibitions and sculptures at our sites.
What were the main challenges BLOK is planning of launching a gym? to open four new Arguably, having zero knowledge of the clubs in 2020 industry was a challenge, but it did mean we were open to ideas. We overcame this by sourcing great teams and giving You launched a third club, in :HȷYHPDGHDUHDOHʞRUWWRLQWHJUDWH them autonomy to make decisions. Manchester, in September, how with the local community and businesses Many operators want to have did this come about? and tell them what we’re doing in complete consistency across the brand, We were approached by amazing advance and have found that people have but we want to be constantly evolving, restaurant operators, Bistrotheque, to bought into the concept. From our point changing and adapting, so we encourage EHWKHʛWQHVVRSHUDWRULQDQH[FLWLQJ of view, the market in Manchester isn’t our instructors to try new things and development they were involved in, in a WKDWPXFKGLʞHUHQWWR/RQGRQ PDNHWKHFODVVHVGLʞHUHQWHYHU\WLPH Victorian warehouse in Manchester, and We’ve found that people have just as we said yes right away. much disposable income and as much desire for the experience. What’s been more of a challenge is recruiting instructors, as many didn’t have as much experience in group training, so we needed to provide extra training, but now we have a strong team that rival our London instructor base.
%/2.UDQLWVʛUVWUHWUHDWWKLV year, are there plans for more? Yes, we’re planning to build it into a sizeable arm with at least 10 and up to 20 retreats each year. We might even look at having some permanent retreats. However, in 2020 we’ll be looking to open Stanbury is four new clubs in London, so we’ll only be planning a move running one or two retreats this year as into digital we need to prioritise the core business. ʛWQHVVXVLQJ :HDOUHDG\DQQRXQFHGWKHʛUVW existing facilities retreat for 2020, which will be hosted as backdrops at a former French cognac estate. Each morning starts with a run, followed by
20 March 2020 ©Cybertrek 2020 Some of BLOK’s spaces have been used for photoshoots by brands such as Apple meditation. Every day there’s a yoga class DQGDʛWQHVVFODVVDQGHLWKHUDORQJHU BLOK – KEY FACTS \RJDRUʛWQHVVZRUNVKRS7KLV\HDU Q ZHȷOOKDYHDQXWULWLRQLVWDQGFKHIZKRȷOO EHSUHSDULQJPDLQO\SODQWEDVHGIRRG O There are currently three BLOK sites – Clapton, Shoreditch and GHVLJQHGWRJRZLWKWKHWUDLQLQJUHJLPH Manchester, with plans to open four more in London in 2020. ,WȷVDOODERXWFRPPXQLW\EXLOGLQJ VWUHQJWKDQGVNLOOVEDVHGSURJUHVVLRQ,WȷV O This high-end concept comprises studios for group exercise, changing QRWDERRWFDPSRUDERXWZHLJKWORVV rooms, reception area, art gallery and a café. $ZHHNȷVUHWUHDWLVDJUHDWRSSRUWXQLW\
IRURXUPHPEHUVWRLPPHUVH O The brand has been built on art, architecture and a highly designed WKHPVHOYHVLQDQH[SHULHQFHDQGPDNH environment, where people want to spend time. QHZFRQQHFWLRQVDQGJLYHVXVDQRWKHU O Classes are focused on building strength, skills and progression in SODWIRUPWRHQJDJHZLWKRXUFRPPXQLW\ order to keep clients coming back. There are strength and conditioning workouts, as well as yoga, barre, boxing and calisthenics. What other plans do you have? :HȷUHIXQGUDLVLQJIRUH[SDQVLRQLQFOXGLQJ O Each studio off ers between 160 and 180 classes a week. DPRYHLQWRGLJLWDOʛWQHVVWKLV\HDU7KLV O Prices vary across the three sites, with a single class costing £15 in ZLOODOORZXVWRWDNHWKHEUDQGEH\RQG Manchester and Clapton and £17 in Shoreditch. Prices drop significantly WKHVWXGLRVWRDZLGHUDXGLHQFHZKR if you commit for 12 months, with 10 class-a-month memberships costing HLWKHUOLYHWRRIDUDZD\RUFDQȷWDʞRUG just £84 in Manchester and Clapton and £100 in Shoreditch. FODVVHV:HKDYHDPD]LQJVSDFHVWRXVHDV EDFNGURSVJUHDWYLGHRJUDSKHUVDQGPRUH O Retreats and digital fitness are also in the pipeline. WKDQLQVWUXFWRUVVRZHKDYHWKH SRWHQWLDOWRFUHDWHVRPXFKFRQWHQWO
©Cybertrek 2020 March 2020 21 HCM PEOPLE
22 March 2020 ©Cybertrek 2020 ADALA BOLTO
FOUNDER, ZADI TRAINING
,VDZWKHQHHGWRFUHDWHDEHVSRNHIHPDOHVSHFLʛFDQGUHVXOWV GULYHQERXWLTXHRʞHULQJWKDWZDVRQWUHQGDVZHOODVEHLQJVH[\ DQGEDFNHGE\H[HUFLVHVFLHQFHZKHQLWFDPHWRJHWWLQJUHVXOWV
ZADI is designed to feel like a night out with the girls
©Cybertrek 2020 March 2020 23 HCM PEOPLE
Adala Bolto plans to grow the ZADI brand through franchising
What’s your background? ERXWLTXHRʞHULQJWKDWZDVRQWUHQGDV FOLHQWVWKHORQJWHUPUHVXOWVWKH\ZDQW ,ȷYHEHHQZRUNLQJLQWKHʛWQHVVLQGXVWU\ ZHOODVEHLQJVH[\DQGEDFNHGE\H[HUFLVH ȲIDVWDQGZLWKRXWIROORZLQJIDGV LQDOPRVWHYHU\UROHIRUDOPRVW\HDUV VFLHQFHZKHQLWFDPHWRJHWWLQJUHVXOWV 7KLQNRIDJLUOVQLJKWRXWLQWKH QRZ,VWDUWHGWUDLQLQJDIWHUKDYLQJP\ FOXEZLWKD&URVV)LWVW\OHGDWKOHWLF VHFRQGEDE\ȲKDYLQJSXWRQNJVZKLOH Tell us more about ZADI VHVVLRQLQYROYHGEXWZLWKRXWWKH ,ZDVRQPDWHUQLW\OHDYH,GHFLGHGWRJHW =$',LVEHVSRNHIHPDOHVSHFLʛF FRPSHWLWLYHVLGHȲZHGRQȷWFRPSDUH TXDOLʛHGDVDWUDLQHUDQGLQVWUXFWRU VWUHQJWKDQG+,,7WUDLQLQJWKDWȷV RXUVHOYHVDW=$',LQVWHDGZHIRFXV ,VWDUWHGZRUNLQJIRU)HUQZRRG GHVLJQHGIRUWRGD\ȷVH[WUDRUGLQDU\ RQRXURZQJURZWKDQGUHVXOWV )LWQHVVDODUJHIHPDOHRQO\J\PLQ ZRPHQZKRZDQWWRVXFFHHGLQOLIH 6HVVLRQVDUHFDSSHGDWVPDOOHU $XVWUDOLDDQGEHFDPHWKHFOXEPDQDJHU 2XUWUDLQLQJLVSXUHO\EDVHGRQ QXPEHUVIRUSHUVRQDOLVDWLRQDQGIRFXVRQ ,ODWHUGHFLGHGWREX\WKHJ\PDQG H[HUFLVHVFLHQFHVRLWZRUNVWRJLYHRXU WHDFKLQJRXUZRPHQWRKDYHJUHDWIRUP EHFDPHWKHIUDQFKLVHH)URPWKHUH :HKDYHWZRORFDWLRQVLQ6\GQH\ ,FRQWLQXHGWRVXFFHVVIXOO\JURZP\ J\PDQGEXVLQHVV0RVWUHFHQWO\,ȷYH How have you made the IRXQGHGWKHQHZIHPDOHʛWQHVVEUDQG ZRUNRXWȶIHPDOHVSHFLʛFȷ" DQGERXWLTXHVWXGLR=$',7UDLQLQJ 2XUZRUNRXWVDUHEDVHGRQWKH),77 SULQFLSOHZKLFKVWDQGVIRU)UHTXHQF\ How did the idea for ,QWHQVLW\7LPHDQG7\SH7KLVLVWKHPRVW ZADI come about? PHWDEROLFDOO\HʞHFWLYHZD\IRUZRPHQWR 7RPHWKHUHVHHPHGWREHDQREYLRXV JHWʛWDQGWRQHGIDVW ELJJDSLQWKHPDUNHW:RUNLQJLQ $VZRPHQRXUERGLHVDUHEHWWHUDW WKHIHPDOHʛWQHVVVSDFHIRUVRPDQ\ HQGXUDQFHDQGUHTXLUHGLʞHUHQWUHVW \HDUV,ZLWQHVVHGWKHH[SORVLYH SHULRGVVRIRUH[DPSOHZHPD\LQFOXGH JURZWKLQERXWLTXHVWXGLRVZKLFKLV PRUHUHSHWLWLRQVRQVRPHGD\VDQGWKHQ EHLQJGULYHQE\ZRPHQȲWKH\PDNH OLIWKHDYLHURQRWKHUGD\VWDNLQJLQWR XSDOPRVWSHUFHQWRIXVHUV FRQVLGHUDWLRQRXUIHPDOHERGLHVȷQHHGV :RPHQȷVQHHGVDQGH[SHFWDWLRQVKDYH 7KHQWKHUHDUHWKHREYLRXVWKLQJV FKDQJHGVLJQLʛFDQWO\DQGWKH\QRZZDQW LQFOXGLQJWKHZHLJKWVZHXVHRXU PRUHIURPWKHLUJ\PȲWKH\ȷUHFKRRVLQJ IRFXVRQFRUHDQGERRW\DQGWKH ZKRWKH\WUDLQZLWKKRZWKH\WUDLQDQG ORRNDQGIHHORIRXUVWXGLRV ZKHUHEDVHGRQUHVXOWVH[SHULHQFHDQG PRVWLPSRUWDQWO\FXOWXUH Get Sh*t Done is the brand What kind of women does the ,VDZWKHQHHGWRFUHDWHDEHVSRNH statement from ZADI brand attract? IHPDOHVSHFLʛFDQGUHVXOWVGULYHQ =$',DWWUDFWVZRPHQRIDOODJHVEXWWKH
24 March 2020 ©Cybertrek 2020 Studios are designed to create a nightclub vibe
majority of our clients are between 16 and 34. ZADI women connect with our ‘Get Sh*t Done’ tagline as they are very busy and have a full-on social life. They’re tech savvy and know what WKH\ZDQWWKH\ȷUHFRQʛGHQWDQG don’t fall for bullshit fads. They’re also strong, ambitious professionals. They train to look and feel amazing and are not obsessed with gym life, it’s just one part of their life that allows them to maintain their lifestyle.
Tell us about the club design and environment Typically, our demographic is not obsessed with training and just love a good time with their girlfriends. So the nightclub atmosphere and vibe was a no brainer – every workout we deliver is strong but also feels like a night out with the girls where you unleash your inner badass and de-stress while training.
Why did you decide to make ZADI a franchise? What are your LQWKHʛWQHVVVSDFH:HDUHYHU\DOLJQHG journey to launch the franchise business plans for the brand? with the beauty industry and I see this as and scale the brand globally. Women have changed globally and I a huge opportunity when it comes to our We’re talking to a few parties who are wanted ZADI to cater to strong women brand’s global growth plans. interested in master franchising licenses everywhere. Of course, I also researched for ZADI outside of Australia, but it’s WKHERXWLTXHʛWQHVVJURZWKJOREDOO\ Are there any new clubs or plans early days with these conversations and DQGDPFRQʛGHQWWKDWZLWKWKHULJKW in the works? so we’re working hard to make sure we execution and partners ZADI can be the We’ve only been open for one year and will be ready for these opportunities ‘Sephora’ equivalent to this demographic, are about to embark on our growth when they come to fruition.
©Cybertrek 2020 March 2020 25 Brooks-Thornett’s PT sessions take advantage of Cornwall’s natural beauty
26 March 2020 ©Cybertrek 2020 HCM PEOPLE
A donation-based payment system creates a non-discriminatory environment and empowers people to give what they think the service is worth. This also challenges me to keep service levels high A A R O N BROOKS- THORNETT
FREELY GIVEN PT: FOUNDER
What’s your USP as a PT? prescribing scheme. Because many of the 1DWXUHLVDJUHDWKHDOHUDQGRʞHUVWKH SHRSOHZKRFRXOGEHQHʛWWKHPRVWIURP chance to be playful, so I conduct my SHUVRQDOWUDLQLQJFDQȷWDʞRUGWKHVHUYLFH sessions outdoors as much as possible. I work on a donation-based system, so As I’m based in Cornwall, I like to meet SHRSOHSD\ZKDWWKH\FDQDʞRUGYLDDQ clients at the beach, or in the woods, and honesty box or an internet link. we do a mixture of cardio and bodyweight exercises using minimal equipment. A donation system sounds I encourage them to appreciate what laudable, how does it work out? they have on their doorstep, as many of ,ʛQGLWZRUNVUHDOO\ZHOO,ZDVLQVSLUHG them don’t make the most of the natural by a donation-based meditation retreat environment that’s all around them. I attended, and by the community waste As our physical, mental and emotional food cafés using the same model. selves are all connected – for example if I encourage people to pay what they you put on weight it’s not just your body FDQDʞRUGȲVRLIPRQH\LVQȷWDSUREOHP ZKLFKLVDʞHFWHGȲ,OLNHWRWDNHDKROLVWLF to give generously in order to let me approach. I start and end each session work more cheaply with those who with meditation, encouraging people to ZRXOGQȷWXVXDOO\EHDEOHWRDʞRUG37 relax, centre themselves, take in their I was very keen to be able to reach out surroundings and look at the sky. to people who need personal training Exercise has always been a release for and not to exclude those who could me. I have personal experience of using PRVWEHQHʛWIURPWKHVHUYLFH exercise to create a better and healthier A donation based system creates a life and to feel better about myself, so non-discriminatory environment and my aim with Freely Given is to reach out empowers people to give what they think to people who need it most, many of WKHVHUYLFHLVZRUWK7KLVFKDOOHQJHVPHWR whom are disadvantaged. keep service levels high. I don’t live a lavish lifestyle – that’s not what I aspire to. How have you gone about this? My business costs are low and I go to ,ȷYHUHDFKHGRXWWR*3VXUJHULHVRʞHULQJ cool and exciting places – both outdoors to work with people as part of the social and people’s homes. Working this way
©Cybertrek 2020 March 2020 27 HCM PEOPLE
Brooks-Thornett works with clients using a donation system for payments
feels exciting and creative and allows me system: inviting, or incentivising DVPDQ\SHRSOHDVSRVVLEOH,ȷPDOVR to show my values and attitudes. H[SHULHQFHGPHPEHUVWRDFFRPSDQ\ looking for external sources of funding Plus, I believe the current economic QHZELHVRQWKHLUʛUVWIHZYLVLWV WRKHOSPHGRWKLVDQGKDYHDSSOLHGWR system is outdated: continuous growth in the National Lottery and also to the DʛQLWHFOLPDWHLVDIDUFH,ȷGUDWKHUJURZ :KDWDUH\RXUDPELWLRQV" 7XGRU7UXVW,KRSH,FDQʛQGDVRXUFHRI WKHEXVLQHVVIRUWKHEHQHʛWRISHRSOH My dream is to be able to continue my VXSSRUWZKLFKZLOOHQDEOHPHWRH[WHQG QRWPRQH\,OLNHWUXVWLQJSHRSOHȷVQDWXUDO ZRUNDQGKDYHDSRVLWLYHLPSDFWRQ P\ZRUNWRRWKHUYXOQHUDEOHJURXSVO trait to want to give and be generous. What has been your experience RIʛQGLQJFOLHQWV" ,Q&RUQZDOOLWȷVHDV\WRʛQGSHRSOHIURP marginalised backgrounds – through GP VXUJHULHVIRRGEDQNVFORWKLQJEDQNV,WȷV PXFKKDUGHUWRʛQGDʢXHQWSHRSOHVR far they have come through networking and word of mouth. Is money the main barrier for ORZLQFRPHFOLHQWV" Money is a big issue, but sometimes SHRSOHMXVWGRQȷWNQRZKRZWRJHW started – where to go or what to do – DQGQHHGVXSSRUWZLWKWKHLUFRQʛGHQFH Many of my clients are intimidated E\J\PVDQGWKLQNWKH\ȷOOEHXQIULHQGO\ HQYLURQPHQWVIXOORIʛWJRRGORRNLQJ SHRSOH,WKLQNRSHUDWRUVFRXOGKHOS WRRYHUFRPHWKLVE\RʞHULQJDEXGG\ 28 March 2020 ©Cybertrek 2020 KEEP YOUR MEMBERS COMING BACK FOR MORE 50 YEARS OF OPERATIONAL EXPERIENCE FROM 20,000 CLUBS WORLDWIDE. CIMSPA-ACCREDITED GROUP FITNESS MANAGEMENT TRAINING Proven strategies to improve member retention and maximise ROI from your Group Exercise offering. Push past the boundaries: www.lesmills.com/uk/clubs-and-facilities International news Xponential enters Singapore with Club Pilates franchise deal ponential Fitness The deal – which will has signed a see 15 Club Pilates studios X master franchise opening in the city-state – is deal for its Club a collaboration between Pilates brand in Singapore, Xponential Fitness and Idea signalling the company’s Link, a company owned expansion into the Southeast and operated by Naoki Asia wellness market. Shimabukuro and Akira Onoue, the owners of Club Pilates Japan. Singapore’s fi rst Club Pilates site is expected to open in late 2020. “With the rapid growth of the fi tness market in The fi rst Club Pilates site is expected to open in late 2020 Singapore, we believe that Club Pilates will be an a growth opportunity for us Xponential has recently excellent and strategic fi t and we are excited to partner inked deals to enter the for our business,” said John again with Naoki and Akira to German, Austrian, Saudi Kersh, chief international introduce Xponential Fitness Arabian and South Korean We continue to see development offi cer for to another new market – and markets with Club Pilates, international expansion Xponential Fitness. to bring the Club Pilates which it acquired in 2015. as a growth opportunity “We continue to see brand to this burgeoning John Kersh international expansion as fi tness community.” More: http://lei.sr/x8U4z_H Fitness First Middle East reveals plans to launch a low-cost brand concept came just days after the group announced it was planning for a “radical new direction” with a range of next-generation club concepts for the market. According to Flooks, the chain will open 10 new clubs – eight in the UAE and two We’ve looked at the in Bahrain – which look to budget sector for a cater to a “growing demand number of years for holistic fi tness solutions” George Flooks across the region. The new clubs will feature a host of Fitness First Middle East The group said it will reveal more details in the coming weeks pioneering exercise and club is to launch an entirely new concepts for the region – budget chain for the region. number of years”. First Middle East told HCM the including dynamic boxing Speaking to local media, He added that the new, company would be revealing classes; cubed and wall-less chief executive George Flooks as-yet-unnamed brand would more details on the budget workout studios. said the company had looked make its debut later this year. chain “in the coming weeks”. at the budget sector “for a A spokesperson for Fitness The news of the new More: http://lei.sr/A9n3K_H 30 March 2020 ©Cybertrek 2020 Get live news at www.HCMmag.com Female-only kickboxing brand plans 50 new sites in 2020 omen-only kickboxing Wfranchise 30 Minute Hit plans to open 50 new sites internationally during 2020. The brand has revealed that its global growth plans will see it enter the UK and The brand looks to grow in the US, as well as internationally Australian fi tness markets. Launched in 2004, the Looking back on 2019, it’s agreements. These included “Our brand has seen the fi tness brand – which off ers incredible to see all the areas it had no presence in, most growth in the US since HIIT sessions and kickboxing milestones we have reached such as Las Vegas, Seattle, its founding. We’ve also signed training – currently has 70 Jackson Loychuk Austin, and California. locations internationally in locations, mainly in Canada “Looking back on 2019, Saudi Arabia and Ireland. and the US. The company also The expansion plans follow it’s incredible to see all the “We’re thrilled to continue plans to target the lucrative a record-breaking 2019 for advances and milestones to spread our message of New York City market during the chain, during which it our brand has reached,” said empowerment as we work to 2020, with the opening of the opened eight new locations Jackson Loychuk, co-founder. positively impact women.” largest-ever 30 Minute Hit in the US and signed an “This has been the busiest studio in Brooklyn. additional 14 development year in our company’s history. More: http://lei.sr/t2P8C_H David Minton launches global https://www.youtube.com/watch?v=ZOl8x6fKIvo data platform with Verdere CLICK TO PLAY VIDEO Vedere Ventures has fi tNdata will be launched announced that it is investing by David Minton, founding in new global fi tness data director of The Leisure platform fi tNdata. Database Company. It will combine real-time supply data with consumer fi tness data to off er a series of services enabling solutions and insights for global clients. Minton says little is currently known about the number of fi tness properties worldwide and fi tNdata will create a “new fi tness data platform” to spot trends and Little is known about answer questions that will the number of fi tness inform business planning. properties worldwide David Minton More: http://lei.sr/X6c6N_H fi tNdata will track consumer and facility big data ©Cybertrek 2020 March 2020 31 Get live news at UK news www.HCMmag.com Hussle gets into the corporate fitness business itness marketplace Hussle says it now has a Hussle has launched presence in 96 per cent of Fa corporate fi tness all UK postcodes and the service, providing new corporate off ering will employees with subsidised, leverage this geographic multi-club access to UK coverage to “appeal to gyms and health clubs. employers with staff that The corporate service will run parallel to Hussle’s core off er The new service will run work in diff erent locations or parallel to Hussle’s core travel frequently”. their employees choose from consumer off er and has The service is also designed a selection of four employer- already secured a number to run alongside incumbent subsidised packages. of leading brands and corporate gym membership The new service has been Once they select a organisations – including packages. Corporate clients designed to run alongside package, employees are given Facebook UK, Channel 4 and are given access to a bespoke incumbent corporate gym unlimited monthly access. the British Transport Police. website landing page, where membership packages More: http://lei.sr/w9J8F_H House of Wisdom wellness space to open in London A self-help studio marketing empowering the mind and movement (including three itself as a “fi rst-of-its-kind body through talks and types of yoga, tai chi and self-development wellness workshops, while the 2,500sq capoeira) to mindfulness, space” will open in the heart ft space will provide a “multi- breathing and relaxation. of London in March 2020. sensorial sanctuary”. HOW was founded by The House of Wisdom Classes are off ered in a fi ve entrepreneurs – Luca (HOW) will focus on range of disciplines – from Maggiora, Cristina Garces, The concept was born out of a collective dedication Luca Maggiora Stephanie Reynolds, Giacomo Favero and Federica Ferro. “We were on separate journeys of self-discovery, when we converged and decided we wanted to share what we had learned,” said co-founder Luca Maggiora. “The concept was born out of our collective dedication towards creating a space for people to develop and grow.” HOW is located in the heart of London and will provide a “multi-sensorial wellness sanctuary” More: http://lei.sr/F7T3h_H 32 March 2020 ©Cybertrek 2020 BE A FIRST MOVER EXPERIENCED TRAINER? PREPARE FOR A FITNESS REVOLUTION! SIGN-UP for a free EMS demo session! www.be-a-first-mover.com BE A PART OF THE FASTEST GROWING AND MOST EFFECTIVE TRAINING METHOD IN EUROPE: EMS TRAINING ELECTRO – MUSCLE – STIMULATION MAKE THE FIRST MOVE TO SMARTER TRAINING! MIHA BODYTEC EMS UK LTD. PHONE EMAIL "'#$ )"!"! ) & !" "(%" www.be-a-first-mover.com UK news CLICK TO Boutique brand BXR London to PLAY VIDEO open at Battersea Power Station outique boxing gym location. The Versaclimber- brand BXR London based Cardio Studio will off er Bhas revealed plans to a low-impact workout, while open its second site the Strength & Conditioning at Battersea Power Station. studio off ers classes designed Set to open in 2021, the to improve strength, mobility, 14,000sq ft site will be BXR’s conditioning and endurance. largest site to date and will Completing the trio, the Skills Anthony Joshua (left) is among the backers of the BXR brand form part of Battersea Power studio aims to teach and Station’s second phase of develop boxing technique “We’re thrilled to be BXR Battersea will be redevelopment. during high-intensity classes. opening at Battersea Power located in the Grade II Power As well as the BXR members- BXR was founded in 2017 by Station,” Sardarova said. Station’s Turbine Hall B, which only club, the brand will open entrepreneur Olia Sardarova “For me, it is one of was completed in the 1950s. three Sweat by BXR pay-to- and counts boxing champion London’s most iconic train studios at the Battersea Anthony Joshua as a backer. redevelopment projects.” More: http://lei.sr/z9z6Q_H Flywheel to shut down at-home service after settling Peloton lawsuit Indoor cycling brand Flywheel Bike and associated services will stop infringing Peloton’s refurbished Peloton if they is to discontinue its Flywheel infringe the Peloton Patents as patented technology.” trade in their old Flywheel by At Home subscription alleged by Peloton...and that In a separate statement, the same date. service after settling a legal Flywheel coped elements of Flywheel said it would shut Flywheel was launched in case with rival Peloton. the Peloton bike in developing down its Flywheel At Home 2010 and off ers cycling-based A 2018 lawsuit by Peloton its Fly Anywhere Bike. service on 27 March. HIIT classes, in which riders alleged that Flywheel had “As part of the settlement Following the news, Peloton compete against each other. copied aspects of Peloton’s resolving this dispute, Flywheel has said that Flywheel owners technology to stream classes agrees that within 60 days it will be able to get a free, More: http://lei.sr/M5s3t_H and track riders’ performances. In a statement fi led at the United States District Court in Texas – and dated 3 February 2020 – Jeff ery Naumowitz, Flywheel’s chief fi nancial offi cer, admitted that Peloton’s complaint was “valid”. “Flywheel admits that Flywheel’s Fly Anywhere Flywheel now admits that the Peloton Patents are valid and enforceable Flywheel statement Following the settlement, Flywheel said it will discontinue its at-home service on 27 March 34 March 2020 ©Cybertrek 2020 Get live news at www.HCMmag.com Four in five disabled people want to be more physically active our in fi ve (81 per cent) people agree that sport is for disabled people want to someone like them – compared Fbe more physically active to 63 per cent of non-disabled. – but are unable to, as The revelations come after the demand for their needs is fi gures from Sport England not being met by operators. revealed that disabled people The fi gure comes from the latest Annual Disability and Activity Survey, published by the Activity Alliance, which off ers an in-depth comparison of disabled and non-disabled adults’ experiences of sport and physical activity. A third of disabled people agree sport is for ‘someone like them” Less than half (40 per cent) of disabled people feel they are are twice as likely to be inactive as non-disabled people,” said given the opportunities they as those without impairments. Barry Horne, Activity Alliance need to be active, compared We want fairness for “We want fairness for CEO. “These fi ndings provide to 71 per cent of non-disabled disabled people in sport disabled people in sport and robust insight to us.” people. Meanwhile, less than a and physical activity activity and a position where third (32 per cent) of disabled Barry Horne disabled people are as active More: http://lei.sr/S6C3c_H ukactive reveals new reports under Business Intelligence service ukactive has launched two Building on the success The quarterly reports will be major new reports as part of its of ukactive’s annual Moving available exclusively to ukactive Business Intelligence service. Communities report – which members from April 2020, The fi rst product is a new tracks physical activity trends off ering more regular tracking series of quarterly business over the past three years – the of sector-wide trends over the reports entitled Moving new reports will off er closer course of the year. Communities, which will provide monitoring to identify leisure The second report will be new intelligence to the sector trends, based on millions of based on an independent on a more regular basis. visits held by DataHub. assessment of the impact of fi tness aggregators. The new reports come The new reports include one on the eff ect of aggregators Funded by Sport England in response to feedback and conducted by the from our members ukactive Research Institute, Huw Edwards the research will examine in detail the eff ect of the received from the ukactive growing aggregator market, Membership Survey, with such as whether there is a our members showing a clear signifi cant increase in new appetite for better reporting people being physically of sector performance and active through the growth in trends,” said Huw Edwards, aggregator memberships. ukactive chief executive. “These new reports come in direct response to feedback More: http://lei.sr/f3j8D_H ©Cybertrek 2020 March 2020 35 UK news Leisure trust partners with NHS to get the long-term ill more active ot-for profi t leisure condition and qualify as operator Circadian physically inactive. NTrust is partnering The partnership will see with NHS GP surgeries fi ve Active Lifestyle Centres in Gloucestershire to launch a – operated by Circadian local initiative which helps and Trust – work with South supports people with medical Gloucestershire Council and or long-term conditions to local GP surgeries to provide become more physically active. individuals with a health and The Healthy Lifestyle wellbeing consultation and Referral Scheme has been on-going support. developed for adults who Each individual will be are living with, or at risk assessed and put on a of developing, a medical 12-week exercise scheme. The scheme has been developed for adults with illnesses “What makes our referral involved in physical activity,” scheme unique is our said Jim Rollo, Healthy commitment to removing Lifestyle Referral Scheme We want to remove the barriers the barriers that might manager at Circadian Trust. preventing people from exercising prevent people with long- Jim Rollo term illnesses from getting More: http://lei.sr/m6y8j_H Barry’s rides into indoor cycling market with launch of new concept Boutique fi tness operator New York and Los Angeles, cycling schedules being run Barry’s is trialling the indoor California, within or adjacent separately from traditional cycling market with Barry’s to existing Barry’s studios. exercise classes in the iconic Ride – a new concept which Described as a “lower Barry’s Red Rooms. was launched in the US impact Barry’s experience”, The 50-minute Ride classes during February 2020. the new concept was fi rst off ered at the pop-up studios Just imagine replacing the The two fi rst Barry’s Ride introduced as a pop-up gave riders the chance treadmill with a bike and studios were located in experience, with the indoor to take part in HIIT-style you’ve got the picture indoor cycling, paired with Barry’s The concept made its debut as a pop-up experience traditional Barry’s floor work. “Just imagine replacing Bloomberg suggested that the treadmill with a bike and the company was looking you’ve got the picture,” a to sell Barry’s valuing the spokesperson for Barry’s said. business at around US$700m Barry’s – formerly Barry’s Ride follows the launch of Bootcamp – was launched in recovery-focused “Release” 1998 and was one of the fi rst in 2018, and “Lift” in 2019, “boutique” fi tness brands. a programme designed to It is majority-owned by improve body composition private equity fi rm North and build muscle mass.. Castle Partners. In October 2019, US fi nancial service More: http://lei.sr/z9Q2z_H 36 March 2020 ©Cybertrek 2020 Get live news at Research news www.HCMmag.com Could high-tempo music make gym visits more beneficial? study has suggested The researchers recorded that listening to high- a variety of parameters, A tempo music could including the volunteers’ increase the benefits opinions about their eff ort of exercise – and reduce the levels and their actual heart perceived eff ort involved. rate while exercising. Research, published in the “We found that listening journal Frontiers in Psychology, to high-tempo music while looked into the eff ects of the exercising resulted in the tempo of a piece of music on highest heart rate and lowest female volunteers. perceived exertion compared The team studied a group with not listening to music,” of volunteers who performed said professor Luca P. Ardigò either regular endurance of the University of Verona. The study concluded that music can have a positive eff ect exercises (walking on a treadmill) or high-intensity “This means that the would also like to study the exercises (using a leg press). exercise seemed like less eff ects of other music features The volunteers completed Listening to high-tempo eff ort, but it was more – such as genre, melody, or exercise sessions in silence or music resulted in a benefi cial in terms of lyrics –in the future.” while listening to pop music at higher heart rate enhancing physical fi tness. diff erent tempos. Luca P. Ardigo Following these results, we Aerobic exercise could help prevent onset of Alzheimer’s Regular aerobic exercise University of Wisconsin adults with a family history or could decrease the likelihood of School of Medicine and Public genetic risk for Alzheimer’s. developing Alzheimer’s disease Health, looked at the eff ects Half of the participants did in adults who are at higher of exercise over a period of six not take part in organised risk of generating the illness. months on individuals at risk exercise sessions, while the A study by a team at the of developing Alzheimer’s. other half participated in a Wisconsin Alzheimer’s Disease The study investigated moderate-intensity treadmill Research Center (ADRC), cognitively normal, older training programme three times per week for 26 weeks. Those on the active training programme improved their This is a step towards an fi tness, spent less time exercise prescription to sedentary and performed protect against Alzheimer’s better on cognitive tests. Ozioma Okonkwo The improved cardiorespiratory fi tness was prescription that protects the associated with increased brain against Alzheimer’s,” brain glucose metabolism said Ozioma C. Okonkwo, lead in the posterior cingulate investigator at ADRC. cortex, an area of the brain linked to Alzheimer’s Disease. “This is a step towards developing an exercise More: http://lei.sr/A4d4z_H ©Cybertrek 2020 March 2020 37 INTERVIEW Earlam has led the David Lloyd Leisure business since 2015 38 “I see potential for another 30 or so David Lloyd Clubs in the UK” GLENN EARLAM New models, standalone boutiques and growing the estate through acquisition. The CEO of David Lloyd Leisure talks to Kate Cracknell hen HCM last interviewed David Lloyd W Leisure CEO, Glenn Earlam, towards the end of 2016, he was fairly new to the post, having joined the company in 2015. At that stage, David Lloyd was about to open its 83rd UK club and ran 11, soon to be 12, clubs in Europe. All operated within a broadly similar large format, full-service model. But things have moved on rapidly for the company, with a series of exciting new initiatives over recent years – not least the launch of the Blaze boutique model and the introduction of a more extensive, premium spa offering. Here, Earlam offers an insight into the new formats being developed and an overview of estate growth, including hot-off-the-press details of two new European acquisitions. ©Cybertrek 2020 March 2020 39 DLL’s Blaze boutique concept has been designed to appeal to millennials What’s been happening since you last spoke to HCM? Between 2015 and 2019, we more than doubled our EBITDA. We’ve also grown our membership numbers by around 43 per cent, from 439,000 members in 2015 to 629,000 members as at December 2019. Some of that has been organic growth and some of it new business. Probably a little more than 50 per cent is down to new businesses: from 2015 to end of 2019, we grew from 90 clubs to 116, of which 100 are in the UK. However, a good chunk of it is down to enhanced profitability in the existing estate. We’ve listened carefully to our members and invested heavily – around £125m over the last four years – and we’ve grown volume and yield as a result. The two sides of the coin are very interrelated: if the core business grows well, that gives us more opportunity to go and buy other businesses. Our owner, We’ve spent about £17m on Blaze, for Club for somewhere in the order of TDR, has confidence we’re doing the right example, our in-house HIIT boutique £12m. But they’re really worthy of their thing, but also, in simple terms, we have concept (see HCM Nov/Dec 18, p80). ‘luxury’ descriptor. I would put them up more cash to make those acquisitions. So We’ve also spent around £20m on five against any of the best spas in the finest the foundation of the success we’ve luxury Spa Retreats – at Farnham, Purley, five-star hotels in the country. enjoyed is the existing business. Royal Berkshire, Chigwell and Cambridge – with the first having opened in spring Do the spas off er wellness options? Tell us more about the £125m 2019. We now plan to invest a further Not within the spas as things stand, investment in your existing clubs. £40-45m to roll this spa offering across but we’re testing a broader wellness Whenever a club has been due a the rest of our top 20 clubs. proposition in our luxury spa clubs. refurbishment, we haven’t only replaced These spas cost around £3m each, Test is absolutely the right word – the product. We’ve also added quite a lot which is a significant capital investment, we’re not definitive about what’s in the way of new product. given we can build a new David Lloyd working and what’s not working at this 40 March 2020 ©Cybertrek 2020 INTERVIEW The new Bristol club is a template for a next generation of DLL clubs ©Cybertrek 2020 March 2020 41 DLL invested £17m developing the Blaze boutique concept stage – but we’re exploring the extent to which members are interested in a wide range of wellness options: talks on nutrition or sleep; access to information online; meditation classes; a very different approach to yoga, which we’ve already trialled in a few clubs in collaboration with SARVA yoga. In some clubs, we’ve started trialling classes where you put on headphones and take part in sound wave meditation on an individual basis. It’s excellent – far better than my ability to describe it! We don’t know all the answers yet. What we do know is, in these top-end clubs where we have a more extensive spa and charge a premium, we want to provide a broader wellness offering. We just need to test the extent to which that’s of out what’s most valued by our members, largest city. We have one club in Leeds. interest to our members. and most effective for their wellbeing. 42 March 2020 ©Cybertrek 2020 INTERVIEW Mus as quam qui tempos pore suiob siop sciatis pro corecta plab oiuwrty orum quia aut Earlam is growing the DLL portfolio and the range RIVHUYLFHVRQRʞHUIURP wellness to boutique ©Cybertrek 2020 March 2020 43 New spas will be comparable to WKRVHRʞHUHGE\ OX[XU\KRWHOV DLL is experimenting with GLʞHUHQWVL]HGFOXEVVRPHZLWK VPDOOHUJ\PVDQGNLGVȷDUHDV We’re also beginning to experiment with different sized clubs – we now have a slightly bigger model, a standard-sized model, and we’re working on a slightly smaller model – which will give us the opportunity to go into different markets. It’s not dissimilar to what the likes of PureGym and The Gym Group are doing at the budget end of the market. The larger model, following on from the early success of our luxury spas, will have a luxury spa included from the start. That’s the main difference in this model. It will also have Blaze as standard, so there will be four group exercise locations rather than the usual three, and generally the club will be of a higher spec. The standard size is pretty much what we’ve operated thus far, albeit with refinements. We’ve just opened a club in Bristol that’s the blueprint for our standard model, with local photography, art on the walls and slightly more luxurious changing rooms and clubrooms. While most of the product is similar, we’ve moved the model on to position ourselves as a more luxurious brand. And then the smaller version – we that are quite close to each other, as well is something we pretty obsessively try haven’t opened one yet, but we’ve been as introducing new formats that open up to achieve because we know it drives playing around with a model that would new markets – spells out a lot more retention. Blaze has also driven a higher involve a luxurious spa, a smaller gym and opportunity in the UK. I see potential for take-up of our Platinum membership very strong, cutting-edge group exercise another 30 or so David Lloyd Clubs in because new members have to be spaces, as well as a smaller kids’ area. This the UK, and that’s before we even start Platinum to access these classes. would be the model where the on standalone Blaze studios. Blaze has been our biggest capital demographic is strong but the population investment in terms of group exercise, isn’t large enough to support a bigger club. You’re planning standalone studios? and it’s been very successful. So, we I believe a combination of these two Blaze has grown group exercise started asking ourselves whether Blaze factors – that we can have multiple clubs penetration for us in our clubs, which could work as a standalone boutique. 44 March 2020 ©Cybertrek 2020 INTERVIEW DLL creates its own custom designed workouts I DON’T SEE ANY REASON WHY WE COULDN’T DOUBLE THE SIZE OF OUR EUROPEAN PORTFOLIO OF DAVID LLOYD CLUBS OVER THE NEXT FOUR YEARS The economics of boutiques are sessions. That’s category one, and these What new for DLL internationally? challenging. Not impossible – there are individuals will pay £19 for a single session We’ve completed the acquisition of some great boutiques out there – but it’s or £79 for a five-class pack. Hamburg Meridian Group, which operates certainly challenging. When I look at Category two are the existing David ʛYHFOXEVLQ+DPEXUJSOXVFOXEVLQ%HUOLQ what’s paid in rent, particularly in Lloyd members, who are able to use Kiel and Frankfurt. We’ve also bought a London, and then at the turnover some Blaze in the city centre of Birmingham for single site – Country Club Geneva. boutiques achieve, half of their income is free provided they’re Platinum members. The Meridian Group is a strong and going to the landlord, then they need to Over time, that will drive even more well-respected name in the German cover their own operating costs. Platinum membership and with it better health and fitness industry and a key They need to be three-quarters full yields – plus if you have more usage, you strategic acquisition for us. We have just to cover all that, and only then – in have lower attrition as well. ambitious plans to further invest in and the last quarter of the year – they might And then the third category in a way develop the clubs, as well as looking for actually make some money. ties the first two categories together. It’s further opportunities to expand the We, therefore, wanted to come at it the people who start off just using Blaze David Lloyd concept across Germany. from a slightly different angle. And that in the city centre, near their office, but Country Club Geneva is a premium slightly different angle was: how would a who then realise they live near a David wellness facility on the outskirts of the standalone Blaze boutique dovetail with Lloyd Club and who decide to join – Swiss city that’s currently owned by Dona the existing David Lloyd estate? because if they go to the Blaze twice a Bertarelli. The deal makes the club the It’s certainly not by accident that our week, they might as well join their local 124th in DLL’s European portfolio. first Blaze studio – which fully opened at David Lloyd and be able to use the spa, We now have 24 overseas clubs: nine the beginning of January this year – is in the pool and chill out there at weekends. in Germany, seven in the Netherlands, the centre of Birmingham, which has And that’s how we think we can two in Belgium, two in Spain, one on the another six David Lloyd clubs. potentially unblock what’s generally a French/Swiss border, one in Switzerland, If this studio is a success, we think that challenging economic model for boutiques. one in Italy and one in Ireland. success will be borne out of three If it works, we might roll out more We also have a club in India, which we different dynamics, the first being people Blaze studios, but we’re not committing launched in mid-2019 in partnership with who buy either a single class or a to doing this until we see how this first local operator, Talwalkars (see HCM multi-class pack of standalone Blaze one goes and we can analyse the results. August 2019, p58). The product looks ©Cybertrek 2020 March 2020 45 INTERVIEW The company plans to trial the rollout of Blaze as a standalone concept absolutely superb, with a lot more emphasis on the social aspect, including the food and beverage. The rooftop restaurant is huge and fabulous. It’s almost a social club first and a health and fitness club second. However, we have fewer members than we anticipated so far, and India is certainly not an easy place for a company like David Lloyd to do business. We’re yet to make a decision on our future plans for that market. And your European growth plans? We’re aiming to open four clubs a year in Europe, which for the most part will be created through acquisition. Alongside the recent Meridian deal, we’re working on a few single-site acquisitions. Most deals tend to be single-site, which is why we’re setting a realistic goal of four new clubs a year. Even where we opt for a new-build, we’ll generally buy an old tennis club or similar – something that, in planning and fitness industry and a high demand across several parts of northern Italy. terms, has already been zoned for for premium spa and fitness clubs. Our focus will be on the markets sporting activities. It makes the whole We believe our breadth of offering, where we already have a presence, with a process quicker and simpler: a one-year and our premium family focus, is as strategy that’s focused on cities rather planning process, rather than the three relevant there as it is in the UK – yet we than countries. You have to be pragmatic. years it would take if we needed to have 100 clubs in the UK and just one in It’s a lot easier to open a second, third, change the zoning for a new-build. Germany. So, we think Germany fourth club within a city than it is to We then either knock it down and represents a great opportunity. operate a network of clubs spread widely rebuild it, or else build a full David Lloyd We’re also definitely interested in across a country, not only for brand Club around the existing facilities. developing more clubs in Spain: we awareness but also for culture, logistics already do well in Barcelona and Madrid. and staffing – the ability to get staff who Which European countries have the Although it’s a small market, we’d also already know the business to take their most potential for growth? be interested in the Netherlands, if the expertise and spearhead new openings. In terms of the markets we want to focus opportunity were to arise. Even with that city-based approach, on, Germany is very interesting for us. It’s In Italy, everyone’s starting point is Milan though, I don’t see any reason why we the biggest, most affluent country in and we’re no different, but our longer- couldn’t double the size of our European Europe, with a well-established health term growth plans for that market reach portfolio over the next four years. O 46 March 2020 ©Cybertrek 2020 EXPECT MORE Octane Fitness is a Bold Master of More More modalities that reinvent exercise. More powerful ways to move with minimal impact. More workouts that drive more motivation and more results. More vision and commitment to fuel your fi tness center with even more innovation. NEIL CAMPBELL [email protected] 0203 463 8542 OCTANEFITNESS.COM ©2020 All rights reserved by Octane Fitness. ASK AN EXPERT INTROVERTS?Are we catering for Is the health and fitness industry more geared up to meet the needs of extroverts and overlooking more introverted customers? Kath Hudson investigates n a world set up to reward extrovert behaviour, ,QWURYHUWVWKULYHRQDGLʞHUHQWQHXURWUDQVPLWWHU Iintroverts are commonly misunderstood and judged – DFHW\OFKROLQHZKLFKDOORZVIRUGHHSWKRXJKWDQG ODEHOOHGDVVK\ODFNLQJLQFRQʛGHQFHRUHYHQERULQJ(YHQ UHʜHFWLRQ,QVKRUWLWPHDQVWKDWLQWURYHUWVFDQDFW WKHGLFWLRQDU\GHʛQLWLRQLVUHGXFWLYHDQGIDLOVWRDSSUHFLDWH OLNHH[WURYHUWVȲDQGHYHQEHPLVWDNHQIRUWKHPȲEXW WKHPDQ\QXDQFHVRIWKHLQWURYHUWSHUVRQDOLW\ doing this drains their batteries and then they’ll need to 7KHVFLHQWLʛFGLʞHUHQFHEHWZHHQLQWURYHUWVDQG ZLWKGUDZ3XWVLPSO\H[WURYHUWVUHFKDUJHZLWKSHRSOHDQG extroverts is how they respond to the neurotransmitter LQWURYHUWVUHFKDUJHRQWKHLURZQ dopamine: a chemical released in the brain that provides The world has been set up to be pleasing to extroverts, WKHPRWLYDWLRQWRVHHNH[WHUQDOUHZDUGV so let’s make sure that health clubs lead the way Dopamine makes everyone more talkative, alert to E\RʞHULQJLQFOXVLYHZHOFRPLQJHQYLURQPHQWVWKDW WKHLUVXUURXQGLQJVDQGPRWLYDWHGWRWDNHULVNV([WURYHUWV LQWURYHUWVZLOOZDQWWRYLVLWEHIRUHZHORVHWKLVJURXSRI HQMR\WKLVIHHOLQJHYHQFUDYHLWEXWLWPDNHVLQWURYHUWV PHPEHUVWRGLJLWDOVWUHDPLQJVHUYLFHV IHHORYHUVWLPXODWHGVRDIWHUDGRSDPLQHUXVKWKH\QHHGWR So how can you make your club more appealing to ZLWKGUDZWRUHFKDUJHWKHLUEDWWHULHV LQWURYHUWV":HDVNWKHH[SHUWV Jacque Crockford American Council on Exercise: exercise physiology content manager It’s the instructors’ role to meet instructor. If the instructor can meet participants where they are on that day. each participant where they are in their Instructors should check in with each exercise journey and mood that day, they participant, individually before class if will be successful with introverts. time allows, and address the class as a This means giving clear instructions and whole with inclusive, motivating language. PRGLʛFDWLRQVWRWKHZKROHJURXSDQG Instructors, and the industry, should creating an inclusive, fun and encouraging FHOHEUDWHSHUVRQDOLW\GLʞHUHQFHVDQG environment that engages everyone. strive to be as inclusive as possible. Inclusive language in marketing material Instructors, and the industry, should celebrate is one way the industry may be able to drive participation by introverts. personality diff erences and strive to be as Generally, group exercise participants return to classes because of the inclusive as possible 48 March 2020 ©Cybertrek 2020 &OXEVVKRXOGRʞHUDYDULHW\RI GLʞHUHQWFODVVHVDQGLQVWUXFWRUVWR DSSHDOWRGLʞHUHQWSHUVRQDOLW\W\SHV PHOTO: SHUTTERSTOCK/GPOINTSTUDIO Dan Maroun Les Mills US: assessor, presenter, trainer One of the biggest things I’d love and pace-oriented setting of a group class for people to understand is that set to music, which moves with the beat. introversion and extroversion do play a It’s hypothesised that the rhythm UROHLQZKDWZHHQMR\RUZKDWZHʛQG of the music gives them control in the fun in life, and so creating awareness of workout in terms of tempos. this topic is very important. In a group exercise setting, we can Because they have higher thresholds appeal to extroverts through higher of stimulation, extroverts lean towards intensity and variability, combine that varied, high-intensity modalities in with high-paced music and possibly exercise, with constantly shifting programming which prefers various movements and high-paced programming. pyramids, ladders and AMRAPS. Introversion and Combine this with social factors of Introverts, on the other hand, are team-training, small-group, or group going to feel more secure working out extroversion do play ʛWQHVVDQG\RXKDYHDUHFLSHIRUVXFFHVV LQDJURXSʛWQHVVVHWWLQJZKHUHWKH for those who self-identify as extroverts. stimulation factors are controlled and a role in what we enjoy, Although we have to be careful not to where the workout is somewhat isolated, generalise too much, the opposite can even, independent and non-competitive. or what we find fun in be said for introverts. Over-stimulation 7RDSSHDOWRERWKJURXSVHDFKGD\\RX LVJRLQJWRWXUQWKHPRʞ7KH\SUHIHU should include a variety of classes which life, and so creating workouts where they know what’s maximise the combination of formats coming or can anticipate shifts. and instructors across the board, with a awareness of this topic 7KH\SUHIHUORQJHUVHWVRIDPRYHPHQW welcoming, inclusive, and fun atmosphere and some argue they enjoy the melodic which makes people want to be there. is very important ©Cybertrek 2020 March 2020 49 Stalker predicts Obstacle Course Racing will continue to grow in popularity, with opportunities for Removing the need for small talk facilities to partner with providers PHOTO: SHUTTERSTOCK.COM at the gym can make introverts feel more comfortable PHOTO: SHUTTERSTOCK/ HRYSHCHYSHEN SERHII Joanna Rawbone Flourishing Introverts: founder Introverts will pick their time to visit dark studio with neon lights can be the gym – when it’s not so busy, or when overwhelming and over stimulating. their ‘type’ of people visit. Natural lighting is good. As they typically don’t enjoy making $OWKRXJKKRPHʛWQHVVRʞHUVDGUDZ CLICK TO small talk, removing the points where to introverts, there are many reasons PLAY VIDEO they might usually be obliged to make they will want to visit the gym and conversation can be a relief. take part in a group exercise class – for Although social and open introverts example to learn from a passionate and might be happy to engage with a knowledgeable instructor or take part PHPEHURIVWDʞDWUHFHSWLRQFODVVLF in a challenging workout. Silent disco introverts prefer to walk in with FRQFHSWVFDQEHHʞHFWLYHDVWKH\DOORZ Subdued lighting, rather headphones on and go straight to their introverts to be part of an uplifting group preferred place in the studio. activity, while the headphones assure than harsh lighting, Online booking and payment, and them of their own space. opening the studio ten minutes early Introverts will be drawn to instructors is appropriate, as it facilitates this. It means they can take with a calmer manner, possibly the their space and get into their own zone, type of people who may have been allows introverts to rather than having to queue among previously overlooked by employers, or chattering groups in the corridor. If who thought they wouldn’t be suitable be private. But a dark I’m going to a class, I like to sit with WROHDGDJURXSʛWQHVVFODVV3RVLWLYH my headphones on and do a quiet language should also be used when studio with neon lights meditation beforehand. describing this type of class – avoiding the Subdued lighting, rather than term introvert, which still has negative can be overwhelming harsh lighting, is appropriate, as it connotations – instead using positive allows introverts to be private. But a words like quiet or calm. and over stimulating 50 March 2020 ©Cybertrek 2020 ASK AN EXPERT Calm colours and natural light may suit introverts better than nightclub-inspired interiors Frances Mikuriya Body Machine: owner This is a fascinating subject and I think day indoors, with little natural light, and it’s important that the industry starts to it’s important for circadian rhythms and acknowledge that not everyone is the stress release to come into contact with same and not everyone wants loud. it. Studies also prove that working out As an architect, I believe it’s possible to ZLWKQDWXUDOOLJKWLVEHQHʛFLDO design spaces that can accommodate any I believe many introverts enjoy group personality and make people feel good. ʛWQHVVHVSHFLDOO\FRQFHSWVLQYROYLQJ There’s been a tendency in the industry equipment which then allows them to to create nightclubby spaces in the belief inhabit their own space, and especially that loud music and neon lighting are if rooms aren’t overcrowded. However, Shouting, singing and the only way to create an immersive the trend towards broadcasting data on HQYLURQPHQW0DQ\SHRSOHDFWXDOO\ʛQG a big screen at the front of the class may high fiving will not this a distraction from the workout. It’s also introduce an element of competition better to make the experience immersive which introverts don’t welcome. suit everyone. It goes through a well designed and structured The role of the instructor is key and so class, with an attentive instructor. employing a range of personality types without saying that My architecture partner, Jorgen LVLPSRUWDQWVRHYHU\RQHFDQʛQGDQ Tandberg, and I spent a long time looking instructor they can relate to. instructors should be IRUDVLWHWKDWEHQHʛWWHGIURPQDWXUDO 6KRXWLQJVLQJLQJDQGKLJKʛYLQJZLOO OLJKWDQGZHGHVLJQHGP\FOXEGLʞHUHQWO\ not suit everyone. And of course it goes discreet when speaking from the industry standard, using a light without saying that the instructor should palette of colours that make people feel be discreet and speak to people about about personal things calm and relaxed. Many people spend all any conditions or injuries privately. O ©Cybertrek 2020 March 2020 51 SPONSORED PROFILE First for fitness solutions Consumers are seeking varied, eff ective Physical Company's James Anderson workouts. It’s time to take a new approach says it's time to get to designing fitness areas, as Physical more ambitious with ʛWQHVVDUHDGHVLJQ Company’s James Anderson explains :KDWDUHWKHWUHQGVVKDSLQJʛ:KDWDDWDU WQHVV cardio and strength stations, operators are now prioritising and youryour business in 2020? WKHVSDFHVWKDWFDQȷWEHFURZEDUUHGLQDWWKHHQGRIDGHVLJQ TheThe wayay ppeople are choosing to train has changed dramatically. dominated by rows of large equipment – spaces where EExercisersxerciserssers are increasingly seeking activities that give a sense precedence can be given to group exercise, free weights, ooff commucommunitymmu and engagement; and deliver a fresh, fun, varied functional and small group training. Qeexperience;xperiencerien e and crucially, give them the results they want. 7KLVEULQJVRXUH[SHUWLVHLQWRWKHVSRWOLJKW6WDUWLQJZLWKDQ 77K7KLVLVUHʜHFWHGLQWKH$&60ȷVKLVLVU Worldwide Survey of Fitness empty space is what we do best, working from the ground up TrendsTTrendrends forfor 20202 , which shines the spotlight on activities such as to create unique playgrounds where results and fun combine to ggrouproup traitratraining,n functional training, training with free weights, create an exceptional training experience – workout areas that bodyweight training, HIIT and circuit training. VXUSULVHDQGGHOLJKWDQGPDNHʛWQHVVPRUHLQVSLULQJ These are the styles of workout end users are now looking :HVSHFLDOLVHLQHYHU\WKLQJWRGD\ȷVʛWQHVVVSDFHVVKRXOG for, both in terms of the results they deliver and the varied, be built around and we thrive on working together with our HQJDJLQJWUDLQLQJH[SHULHQFHVWKH\SURYLGH7KH\ȷUHDOVRWKH customers to develop areas that bring their vision to life, with DUHDVLQZKLFK3K\VLFDO&RPSDQ\KDVGHFDGHVRIH[SHUWLVH their target audiences at the heart of our solutions. 7KLVLVZK\ȶ)LUVWIRUʛWQHVVVROXWLRQVȷLVRXUPLVVLRQ How has this shaped your new mission statement – because operators should consider Physical statement: First For Fitness Solutions? &RPSDQ\DVWKHLUJRWRWKHLUʛUVWSKRQHFDOO :HEHOLHYHWKHJURZLQJGHPDQGIRUHʞHFWLYH\HWVRFLDOʛWQHVV +RZHYHUODUJHRUVPDOOWKHʛWQHVVVSDFHZHȷUHKHUHWR experiences demands a new approach to facility design – where ensure it exceeds expectations, harnessing the expertise of our J\PVȷSULPDU\IRFXVKDVWHQGHGWREHPDSSLQJWKHOD\RXWRI WHDPDQGRXUEURDGSRUWIROLRRIZRUOGFODVVEUDQGV Reaxing's neuromuscular training kit enables operators WRRʞHUVRPHWKLQJQHZ 52 March 2020 ©Cybertrek 2020 Physical Company supplies Airex mats and balance pads to provide cushioned solutions What's new in your portfolio Merrithew™ Pilates reformers are getting a As anyone who's looked through our lot of interest at the moment, including from catalogue will tell you, our product portfolio professional sports people who are using is extensive, and we’re continuing to further Pilates to enhance their performance and GHYHORSDQGHQKDQFHRXURʞHULQJ SURWHFWWKHLUERGLHVIURPLQMXU\ 3K\VLFDO&RPSDQ\EUDQGHGSURGXFWVRʞHU Ecore™ Athletic products allow us JRRGYDOXHDQGKLJKTXDOLW\3URGXFWVDUH WRRʞHUSHUIRUPDQFHʜRRULQJWKDWȷV designed to be robust, reliable and enjoyable to VHFRQGWRQRQH:HȷUHVHHLQJDJURZLQJ use and we continually develop the collection, recognition among customers of the vital UHʛQLQJDQGUHGHVLJQLQJWRHQVXUHHYHU\LWHPLVQRW LPSRUWDQFHRIKLJKTXDOLW\ʜRRULQJWRWKH RQO\JUHDWTXDOLW\EXWDOVRIXQFWLRQDOO\H[FHOOHQW workout experience – that this is, in fact, as New launches include redesigned kettlebells, important as the equipment they install – and a premium yoga mat and an enhanced version ZHȷUHEHFRPLQJOHDGLQJH[SHUWVLQWKLVʛHOG of the multi-functional EVO Bench:HȷUH ZIVA is the latest brand Complementing this, across the board, our DOVRH[SDQGLQJRXUFXVWRPEUDQGHGRʞHULQJ to join the portfolio approach is always to partner with best-in-class giving customers the option to add their logo to manufacturers, including the likes of suppliers SHUVRQDOLVHHTXLSPHQW BOSU® and Hyperwear® and Custom Turf :HȷUHGHOLJKWHGWRDQQRXQFHZIVA as the latest brand to be GLVWULEXWHGE\3K\VLFDO&RPSDQ\LQWKH8.DQG,UHODQG How do you approach each new project? =,9$LVDZHOOUHVSHFWHGJOREDOEUDQGWKDWRʞHUVVWURQJ :HGRQȷWEHOLHYHLQDFRRNLHFXWWHUDSSURDFKWRJ\PGHVLJQ IXQFWLRQDOWUDLQLQJSURGXFWVRIH[FHSWLRQDOTXDOLW\DQGGHWDLO :LWKVXFKDEURDGUDQJHRISURGXFWVQRWWRPHQWLRQ\HDUV ZIVA complements the other ranges Physical Company has expertise, we work with every client to build a facility that meets DYDLODEOHDVZHOODVRʞHULQJZDOOWRZDOOWUDLQLQJVROXWLRQV WKHLUEULHIZKLOHEHLQJIRFXVHGRQUHVXOWVDQGH[SHULHQFH The team at Physical Company is often asked for unique As a family-owned company, we believe in delivering a SURGXFWVWRGLʞHUHQWLDWHDVHFWLRQRIWKHJ\PʜRRURUWR personal touch to every client, and ensure everyone we work introduce more variety in training techniques, and Reaxing® ZLWKUHFHLYHVVHDPOHVVIULHQGO\VHUYLFH meets that brief: fascinating, innovative products that allow Creating inspiring gym designs, coupled with the ideal J\PVWRRʞHUVRPHWKLQJJHQXLQHO\GLʞHUHQWWRWKHLUPHPEHUV equipment choices for the target audience, allows Physical Reaxing’s unpredictable, neuromuscular training incorporates Company to help our clients to provide incredible training reaction, balance and function to challenge exercisers and boost experiences which spur their members to love their gym! WKHLUSHUIRUPDQFH7KHSURGXFWVDUHXVHGE\QXPHURXVWRS athletes, including Juventus and AC Milan football clubs, motor racing teams, extreme sports pros…and myself (!) Physical Company is also very proud to partner with AIREX®, TEL: a world leader in mats and balance pads, to provide optimum +44 (0) 1494 769 222 cushioned solutions whatever your training concept, whether EMAIL: [email protected] WKDWȷV\RJD3LODWHVʛWQHVVSK\VLRWKHUDS\RUUHKDELOLWDWLRQ WEB: www.physicalcompany.co.uk ©Cybertrek 2020 March 2020 53 A new study by Decathlon looks at the most popular types of physical activity by region and time of year, revealing some interesting insights into the health and fitness industry wo thirds (66 per cent) train together, swimming (37 per of British couples who cent), visiting the gym (29 per cent) exercise together say and running (24 per cent) came on T working out with their top across the UK as most popular other half has improved ways to keep fit. their relationship, while 21 per The figures come from a survey cent said working out as a couple of more than 7,600 UK adults. made them feel more attracted to Other findings from the their partner, according to a new Decathlon Activity Index include national study from global sports that 22 per cent of couples who retailer, Decathlon. are physically active together said When asked which activities are they exercise as a couple to stay in most popular among those who better shape, while a similar 54 PHOTO: SHUTTERSTOCK/MARIDAV activity choice foractivity couples the second most popular popular most second the Going to the gym was was gym the to Going INSIGHTS 55 21 per cent of those exercising as a couple said being active together made them feel more attracted to their partner PHOTO: SHUTTERSTOCK/DRAGAN GRKIC SHUTTERSTOCK/DRAGAN PHOTO: number (21 per cent) said it reduces their stress levels. “It’s interesting to learn that such “ a high proportion of Brits are exercising with their partners,” commented Joshua Gutteridge, sports manager at Decathlon. “It’s clearly not just the physical benefits that exercising as a couple is having, with a large number saying It’s not just the physical benefi ts of exercise. A large that working out together is having number of people report that working out together a positive impact on their relationship – meaning this could be has had a positive impact on their relationship the secret to a happy and healthy life. “So, if you’re struggling to find Joshua Gutteridge enough opportunities to spend quality time together, exercise is still a great way to enjoy being with To access the full your partner, while also feeling great Decathlon Activity about yourself in the process.” Index, go to The Decathlon Activity Index HCMmag.com/https://www.decathlon.co.uk/activity-index.htmlomm// tracks rates of participation in sport decathlon and other physical activities across the year through a national survey repeated every month. O 56 March 2020 ©Cybertrek 2020 INSIGHTS London was found to be the yoga / pilates capital of the UK, with 19% of residents choosing it as their preferred activity* PHOTO: SHUTTERSTOCK/MERLAPHOTO: Fitness/gym is the most 24% of men stated popular activity in the cycling as a preferred uk, with 32% of British means of exercise, adults choosing it as their main exercise* compared to 19% of women* Wales was found to be the least active region in the uk, with 41% of residents saying they do no exercise at all* 27% of men in the UK said they London was found to be the fitness / gym exercise 8 times a capital of the UK, with 43% of residents month, with 20% choosing it as their preferred activity* stating they don’t exercise at all* *SOURCE: DECATHLON EMMA BARRY The force of nature that is industry catalyst, Emma Barry, has blasted out a book called Building a Badass Boutique that went straight to number one on the Amazon International Best Seller list. Liz Terry caught up with her What inspires you the most in the world of fitness? What are the three main factors needed to create a badass boutique? Our intent. I love that we’re inherently good as an industry, trying our best to bring health and happiness to our The three I observe in undeniable boutique businesses are: communities. That we’re a collective movement. We draw a crowd and get to celebrate the joy of our bodies and minds. 1 Brand – The why? Comprised of addressing your purpose, pain and positioning. What differentiates boutiques from standard gyms? You’re placed in the community to meet a need – the feeling, WKHPHVVDJHWKHVLPSO\H[HFXWHGFRQFHSW$ORYHPDUNWKDW Focus. Boutiques present one idea (or a small selection of raving fans happily wear across their chest, inspiration they FRQFHSWV WRRQHVSHFLʛFPDUNHWZLWKRQHXQGLOXWHGPHVVDJH ZHDYHLQWRFRQYHUVDWLRQDQGSRVWRQWKHȶJUDPȲOLNHKRXUO\ across multiple platforms. Done well, the simple elegance of ,WȷVQRPLVWDNHWKDWPDQ\VXFFHVVIXOERXWLTXHVKDYHDEDOOHU curating a single, emotive customer journey from touchpoint brand strategist sitting at their core. Fhitting Room from NYC WRWRXFKSRLQWȲHQJDJLQJZHOOEHIRUHFKHFNLQDQGH[WHQGLQJ LVDSHUIHFWH[DPSOHZKHUH.DUL6DLWRZLW]ȲZLWKDQH[HFXWLYH ZD\EH\RQGWKHZRUNRXWȲLVLQWR[LFDWLQJ SHGLJUHHLQPDUNHWLQJȲRIIHUVDSKHQRPHQDOFDVHVWXG\RI *RRGERXWLTXHVDUHRIIHULQJWKHZKROHSDFNDJHȲWKH XQSDFNLQJKHUWULSOHWKUHDW)LUVWO\WKHQDPHȲȶ)KLWWLQJ5RRPȷ FRPPXQLW\7KHKDVKWDJ7KH7VKLUW7KHULWXDO7KHUHWUHDW (which stands for functional high intensity training – plus a 58 March 2020 ©Cybertrek 2020 PROFILE It’s no mistake that many successful boutiques have a baller brand strategist sitting at their core ©Cybertrek 2020 March 2020 59 Kari Saitowitz has built the Fhitting Room in NYC around key icons fitting room is where people go to change). Secondly, the colour green (a unisex shade that symbolises growth), and the scribble kettle-bell logo (a ridiculously effective fat burner presented in a non-intimidating way). 2 Product – The what? People, programming and place make up the tangible SURGXFWVWKDWGUDZSHRSOHWRWKHKRQH\SRWRIʛWQHVV Coaches are modern day preachers leading members and spend across a range of lifestyle goods and services. Instructors have become influencers, the ‘pied pipers’ of fitness, fuelled by reality TV, celebrity clients and social media. Programming gravitas has burgeoned in boutiques in the wake of CrossFit WODs, formulaic solutions like F45’s circuit-based, functional training and Orangetheory’s heart rate-based workout protocol. Add in the many rhythm-based formats spanning the hot trends of barre, cycling, treadmill, HIIT, boxing and yoga hybrids that are enticing new audiences from our world of increasing sedentary over-consumption. The boutique sector has accelerated experiential fitness by engaging with multi-sensory environments; KOBOX – ‘where fight club meets nightclub’, Saints & Stars – where you may just be delightfully surprised, as I was, by perching on a heated seat, or Barry’s – where the ‘red room of pain’ bathes you in sensory stimulation to motivate you to leave it on the floor. 3 Systems – The how? Process, plan and pace logistically drive how the best ERXWLTXHKHDOWKDQGʛWQHVVEUDQGVGHOLYHUWKHH[SHULHQFH consistently, comprehensively and energetically. We live in enabled, data-led times – the age of frictionless commerce. We demand seamless online and offline experiences. The best brands “automate the mundane” says Bryan O’Rourke, president of the Fitness Industry Technology Council. All the things we don’t need to see, like booking and payment and waivers, are taken care of invisibly. 60 March 2020 ©Cybertrek 2020 PROFILE Above: Saints & Stars surprised Emma Barry when she perched on its heated VHDWV/HIW .2%2;ZKHUHȶʛJKWFOXEPHHWV QLJKWFOXEȷ%HORZ 2UDQJHWKHRU\EOD]HGD WUDLOZLWKLWVKHDUWUDWHEDVHGZRUNRXWV ©Cybertrek 2020 March 2020 61 Left: Les Mills Auckland has opened club-in- club boutiques. Below: Another Space – sold by Third Space to Digme And then we need systems that support living the culture out loud, by bringing more power to the human moments of connection and camaraderie. Cue the word walls, team and personal challenges and clever marketing nudges. When looking at economic lifecycle, what’s the next stage for boutiques? “Good will scale. Bad will fail”. Consolidation, collaboration, extension and extinction lie ahead. With only 40 per cent of US boutiques making money, as reported by Club Intel in 2019, the sustainability of the current economic model is shaky at best in many places. Things are also shifting – Third Space opting out of its baby sister boutique, Another Space, for example. Then there are big-box exemplars, such as Midtown Athletic, Les Mills Auckland, Gymbox and Virgin Active that are integrating boutique sensitivities into their overall membership model on a club-in-club basis. New boutique club models like Styles Studios Fitness (USA) and House Concepts in Vancouver are hosting several boutique experiences under one roof and putting pressure on single-offer sites as a result. Consolidation and collaboration will also happen within and between brands, and successful boutiques will scale and refit non-successful sites to grow their portfolios. Classes will come together, either in physical settings – like club-in-club – or with aggregators. There’ll be more multi-site access offerings such as Xponential’s X-Pass which umbrellas its eight franchise brands: AKT, StretchLab, CycleBar, Pure Barre, Stride, Row House, YogaSix and Club Pilates. In short, we’re moving fast towards a world of ecosystems. Extensions will happen within brands – an example is Barry’s which is piloting its bike workout ‘Ride’ alongside its existing treadmill workout, while digital expressions of many brands will start to reach beyond bricks and mortar to capture the growth in at-home and on-demand workouts. We’re at the sharp end of the experience economy, where people now value experience above all. 62 March 2020 ©Cybertrek 2020 PROFILE Fundamentally, customers don’t want choice, they just want exactly what they want Barry says Midtown Athletic is one of a number of big box brands that are integrating ‘boutique sensibilities’ into their model PHOTO: COURTESY OF MYZONE I love how Pine and Gilmore capture the complex art of book was written in transit, edited in London, designed in delivering today’s preferences in their work on the experience NYC and promoted from Vancouver. economy, saying “Fundamentally, customers don’t want choice, With the purchasing power of our global fitness whanau, we they just want exactly what they want.” shot to #1 International Best Seller on Amazon in February 2020. Gotta love tech and these times. Did the book write itself, or was it hard work? Will you write more and if so, what will they be about? Both. It was lovingly written on planes, trains and in hotel rooms across three continents. I also joined the 5.00am club Yes. I’ve had a chip on my shoulder since leaving Otago to write before life happened and pulled a few all-nighters to University in New Zealand, with one English paper and a push on through towards the end. double degree on the table. I expect this feeling of inadequacy It was a joy to stop repeating myself over numerous coffee will express itself through more published work. dates and get things down on paper once and for all. I also learned through the process that writing is not a Of course it was tough, but I had a huge support network: a destination – like Tuscany – but a muscle, like fitness. nine-month business accelerator that demanded the book be And now I’ve exercised that muscle enough, it’s become a produced, an accountability group that didn’t take no for an habit, so now I’m cursed with leaping out of bed at 5.00am, answer, 65 people who contributed to the book and expected pen in hand – or rather, MacBook at fingertips. to see their stories up in lights, the ukactive SWEAT book To be honest, the book I actually set out to write was launch date (made more interesting when it was shifted from 100 PUMP Memoirs of an International Master Trainer – March to February meaning I had to self-publish – at pace). no-holds barred, tongue-in-cheek ‘stories from the road’ My cheerleading husband sealed the deal by calling me at focusing on the early days of Les Mills. But the suits told me to 3.00am my time – wherever I was – to tell me I was great, to grow up and write something business-like. keep going – and to get some sleep. I may just go back to remember the bad old days of My gamechanger was my editor, Kate Cracknell, who #gohardorgohome, because I’m a rule breaker at heart. We’ll see. thankfully said ‘yes’ to taking on her first book. Right now, I’m focused on the workbook to support Building Having successfully worked together on previous features, I a Badass Boutique, for those who can’t make the masterclasses knew she was the pea to my pod. but want a deeper dive into the better boutique businesses. O Working across different time zones meant we could do Find out more: lightning fast turnarounds on chapters, and – like my life – the www.buildingabadassboutique.com ©Cybertrek 2020 March 2020 63 SPONSORED BRIEFING https://vimeo.com/350130318 CLICK TO https://vimeo.com/350569363 https://vimeo.com/350564333PLAY VIDEO Dawn Falkner Clark converted her garage into a personal training space, where she specialises in EMS training https://vimeo.com/350556634 BE FIT BE YOU Reinvigorating personal training With a longstanding professional career in the fitness industry, we talk to Dawn Falkner Clark to find out more about her background and what the future holds for Be Fit Be You ince converting her garage overseeing things such as team training to appeal to an untapped section of the space, and starting up and recruitment, as well as member population who struggle to engage with S her own personal training H[SHULHQFHDQGUHWHQWLRQVWUDWHJLHV H[HUFLVHLQSDUWLFXODUVWUHQJWKWUDLQLQJ business – Be Fit Be You – 0\SDVVLRQVKDYHDOZD\VEHHQIRFXVHG Despite the copious amounts of in- Dawn Falkner Clark has reinvigorated around helping people achieve their GHSWKUHVHDUFKSURYLQJWKHEHQHʛWVRI her love of delivering one-to-one training ʛWQHVVJRDOVFUHDWLQJEHKDYLRXUFKDQJH strength training, especially for middle XWLOLVLQJWKHEHQHʛWVRI(OHFWUR0XVFOH ZKLFKZLOOIRVWHUSRVLWLYHOLIHORQJKDELWV aged and older adults, I’ve often struggled 6WLPXODWLRQ (06 WUDLQLQJ I’ve been lucky enough to have the to get people to understand how Falkner Clark’s at-home business is RSSRUWXQLWLHVWRGRMXVWWKDW IXQGDPHQWDOLWLVWRWKHLURYHUDOOKHDOWK thriving, with 30 clients enjoying weekly 2OGLQMXULHVQLJJOHVDQGIHDURIKLJK VHVVLRQVDQGVHHLQJLUUHIXWDEOHUHVXOWV What were your initial LPSDFWWUDLQLQJRIWHQSXWSHRSOHRʞ 64 March 2020 ©Cybertrek 2020 https://vimeo.com/350593462 Specialising in EMS allows Falkner CLICK TO PLAY &ODUNWRʛWWKUHHWLPHVWKH VIDEO QXPEHURIFOLHQWVLQWRKHUGD\ EMS training has given me that, maximise this aspect with many of our allowing me the opportunity to do what clients. We’ve had people who can barely I love, while knowing I have my own even walk come in to train with us, niche from which I can excel. and after only a few months’ worth of Be Fit Be You is the result of that. VHVVLRQVWKH\ȷUHRʞRQVNLLQJKROLGD\VRU We’re all about appealing to those who UXQQLQJNUDFHV don’t want to go into a traditional gym 7KHVFLHQFHEHKLQGWKHWUDLQLQJLV environment, haven’t been able to see indisputable and once people start seeing results from their training or want to try UHVXOWVWKH\WHOOWKHLUIULHQGV7KLVKDV VRPHWKLQJDOLWWOHGLʞHUHQW enabled us to grow the business further. :LWKLQʛWQHVVWKHUHVHHPVWREHD "We’re all about appealing focus on the elite, but most people just :KDWDUH\RXUJRDOVIRUWKH want to feel healthier, keep active and IXWXUHZLWK%H)LW%H ©Cybertrek 2020 March 2020 65 INSIGHT “If raised voices or certain verbal intonations that signal aggression are detected in the clubs, the smart camera system alerts Basic-Fit’s remote control- operators, allowing them to intervene if necessary” RENE MOOS The CEO of Basic-Fit shared insights into the workings of the company at the Virtuagym FitNation conference in Amsterdam. Megan Whitby was there for HCM ounded in the Netherlands, budget operator Basic-Fit has F more than 750 locations across the Netherlands, Belgium, France, Luxembourg and Spain. The brand has cited ambitions to increase its European club network to reach the 1,250 club mark in 2022. CEO Rene Moos was a professional tennis player in the 1980s, but didn’t reach the top, so became a tennis coach. He opened his own tennis school which grew into a complex with 24 courts and fitness facilities, before launching the first Total Health Club in Hoofddorp in the Netherlands, however, Moos told delegates at the FitNation conference the club wasn’t much more successful than his tennis career had been. Eventually, he found success, along with his business partner, Eric Wilborts, in the budget fitness market. “I failed as a Basic-Fit has thrived in tennis player, but succeeded as a the low cost gym space businessman,” he told delegates. 66 March 2020 ©Cybertrek 2020 “I failed as a tennis player, but succeeded as a businessman” Rene Moos ©Cybertrek 2020 March 2020 67 INSIGHT Rene Moos, photographed at the first Virtuagym FitNation conference in Amsterdam Q TOP TIPS FROM RENE MOOS BETTER DONE THAN PERFECT Release your product and improve it based on feedback FOCUS YOUR ENERGIES It’s better to be the number one in one market than number three or four in many MAKE MISTAKES Don’t just think, but do. Try new things CREATE A STRONG, LOYAL TEAM They will underpin your business success CLUSTER If you want to set up additional gyms, do so in places you’re already known KEEP INNOVATING Moos has built one Your competitor is no longer just another gym. of the biggest gym Big tech is coming chains in the world ABOUT BASIC-FIT live-feeds that are monitored by sound FUTURE TECH Having witnessed the success of Planet and vision by an external, off-site team. During his keynote, Moos made Fitness in using a low-cost approach, he This allows the club to control access predictions about the future relationship was inspired to follow the same route in to clubs as well as keeping tabs on EHWZHHQWKHʛWQHVVLQGXVWU\DQG building his own business. security and tracking members’ welfare. WHFKQRORJ\VD\LQJ Ⱥ7KHʛWQHVVZRUOG “Our brand operates with a low-cost To illustrate how this works in practice, ZLOOVHH95UHDOO\WDNHRʞLQDFRXSOHRI model because, although investment is Moos explained that – using specialist years, and I believe that we’ll soon see low, the return is high,” Moos said. software – Basic-Fit’s surveillance system Apple and Google enter this industry. The brand recently launched in France also monitors levels of aggression in clubs. “If this happens, gym operators simply and despite concerns it would be a If raised voices or certain verbal won’t have the budgets to be able to challenging market to enter, Moos intonations that signal aggression are compete against such major brands”. described the move as “fairly easy”. detected, the system alerts Basic-Fit’s “You have to focus your efforts and remote control-operators, allowing Megan Whitby, resources to succeed,” he said. “Better a them to intervene if necessary, by reporting from the market leader in a few countries than sending someone to site. Virtuagym FitNation number three or four in many countries. conference in the “Time to market is important and you DATA DRIVEN Netherlands, for HCM can always improve with feedback,” said “We have one staff member per gym and Moos. “Better done than perfect!” about 20 to 25 smart cameras,” Moos explained. “These cameras are Read our interview with Tom IN DEPTH INSIGHTS monitored 24/7 in our own control Moos, son of Rene, in the Moos gave an in-depth presentation into room and everything is data-driven, from February issue of HCM magazine Basic-Fit’s operating structure. He opening the doors to operating the explained how the brand’s gyms are assistance intercom. remotely managed by centralised teams “But of course, this kind of system is using smart cameras and intercom not something you can set up easily and systems, because the brand has so few it also involves trial and error,” he said. VWDʞDWFOXEVDQGZDQWVWRVXSSRUWWKHP “These smart cameras detect, among This method was initially tested and other things, whether someone has been fine-tuned in three locations and then lying still for more than three minutes, rolled out across the estate. so we can tell if someone has become ill. Basic-Fit has developed its own However, you can guess what happened remote surveillance tool and control- when Basic-Fit introduced yoga classes… room to observe in-club activity using the control room went crazy!” 68 March 2020 ©Cybertrek 2020 ©Cybertrek 2020 March 2020 69 POLICY TIME TO COMBINE CIMSPA and UK Coaching are combining REPs and the CIMSPA Exercise and Fitness Directory. Tara Dillon, CEO of CIMSPA and Mark Gannon, CEO of UK Coaching, explain what it means for exercise professionals and employers What’s the plan? How will it work internationally? UK Coaching and CIMSPA are working together to ensure a seamless transition Tara Tara to a single system. We’ll be We’re very pleased to announce that CIMSPA has a partnership with Europe communicating to our respective CIMSPA and UK Coaching have reached Active and EREPS, which gives CIMSPA members over the coming months and an agreement to membership international portability – will be doing all we can to make this as combine the Register allowing our members to work in many smooth a transition as possible. of Exercise countries around the world. Professionals (REPs) Tara with the CIMSPA What are the benefits? This is a really exciting opportunity for all Exercise and Fitness of us – simplifying the process around Directory, creating a Tara professional recognition and providing a single directory for all exercise and Ultimately, this is about the two clear pathway for learning and fitness professionals, which will be organisations working together to create, development, along with other benefits. hosted and managed by CIMSPA. for the first time, a unified recognition The big picture is ultimately about system for the sector, together with a elevating the status of the profession; Mark single endorsement mechanism for giving employers and customers UK Coaching will in turn provide all training providers. confidence that anyone who’s a CIMSPA CIMSPA members with access to its This will help CIMSPA and UK member is a trained professional who learning and Coaching provide the best possible will deliver a quality service. development service to the workforce and will also REPs members won’t notice any platform, which holds realise important elements of the immediate change. There’ll be a a wealth of resources Government’s 2015 Sporting Future transition of membership. for all those who strategy and Sport England’s 2016-2021 One of the most important outcomes deliver physical Towards an Active Nation strategy. of the partnership will be the recognition activity and sport. of the new CIMSPA Kitemark for In order to maintain their professional What will this mean for REPs members? professional status and recognised CPD, status, exercise and fitness professionals which UK Coaching will host. are required to commit to their own Mark learning and development through CPD Nothing will change immediately and, as How will this impact employers? and our platform will provide CIMSPA it’s a requirement of the sector for members access to CIMSPA-accredited fitness professionals to maintain their Tara learning and development. professional status and insurance while We see a big benefit for employers in This agreement enables members to being deployed in their job role, all simplifying and bringing clarity to the access our system as a one stop shop for exercise and fitness professionals should system. CIMSPA membership will CIMPSA-endorsed CPD, together with a continue to register with their respective become the only professional whole host of professional career membership bodies for the time being, recognition that employers need to look development learning and tools. while plans are swinging into action. for when engaging new team members. 70 March 2020 ©Cybertrek 2020 Tim Hollingsworth, Sport England CEO, (centre with Mark Gannon and Tara Dillon), announced the agreement at the recent CIMSPA conference Many employers are already CIMSPA UK Coaching will continue to provide continuous professional development, partners and require all their staff to all other services to customers and to through its network of awarding have a CIMSPA membership, and we’ll add value to members through our organisations, employers and training be working closely with others to make learning and development platform. provider partners. It also provides a them aware of the new landscape. CIMSPA members will be able to get development pathway for members, all The same goes for training provider insurance cover through UK Coaching. the way from students through to partners, who’ll be able to access a chartered and fellowship status. unified endorsement system that’s fully Tell us about CIMSPA aligned with the sector’s professional Will the REPs name disappear standards framework and backed by the Tara in the UK and if so, when? chartered professional body. CIMSPA is the chartered professional development body for the UK’s sport Mark When’s it happening? and physical activity sector. Our vision is Yes. Once all members have had a to shape a recognised and respected chance to transfer to CIMSPA, the REPs Mark sector that everyone wants to be part of. brand will disappear. This will take about Over the next few months, we’ll start to We’re committed to supporting, a year, as REPs members renew over the unify the two membership bodies, developing and enabling professionals next 12 months or so. O bringing about a single directory of and organisations to succeed and inspire exercise and fitness professionals. our nation to become more active. Find out more: We’ll be in regular contact with CIMSPA promotes recognised and CIMSPA: www.cimspa.co.uk members, employers and training endorsed qualifications, awards and UK Coaching: www.ukcoaching.org providers in due course to explain the process of roll-out. We understand this is a big change for the sector and we’re here to help every step of the way. Q IN BRIEF WHAT’S HAPPENING WITH THE CIMSPA/REPS AGREEMENT? What does this mean for UK Coaching? O CIMSPA will run the register Mark Coaching is a people business; whether O UK Coaching will provide insurance you are a swimming teacher or a fitness O The REPs name will disappear after a year instructor, you use coaching skills to O UK Coaching will share its learning and development platform provide a great experience for participants. UK Coaching has a learning and O CIMSPA’s agreement with Europe Active and EREPS will give development platform that supports international portability those delivering physical activity and sport O A new CIMSPA Kitemark will indicate professional status and as a result of this partnership we’ll make this available to CIMSPA members. ©Cybertrek 2020 March 2020 71 %2'<6&$11,1* MEASURING PROGRESS Body scanning has become a major fitness trend, offering both operators and members alike insight into their body composition, muscle mass and fat percentage. Operators offering body scanning share their experiences TANITA Health Club: Hero Training Club Who? Kofi Boateng, coach Where? Manchester Supplier: Tanita How long have you been working with Tanita? We’ve been working with Tanita for DERXWD\HDUDQGRʞHU7DQLWDWHFKQRORJ\ DWRXU0DQFKHVWHUWUDLQLQJFOXE Why did you decide to offer body scanning? +HDOWKLVFRPSOHWHO\SHUVRQDOWRWKH Boateng: body LQGLYLGXDODQGZHȷUHVHHLQJWKDWIRUDORW scanning takes the RISHRSOHWKHWUDGLWLRQDO%0, guesswork out PHDVXUHPHQWVMXVWDUHQȷWDFFXUDWHRU of goal-setting GHWDLOHGHQRXJKIRUWKHPWRPDNH LQIRUPHGGHFLVLRQVDERXWWKHLUKHDOWK DQGOLIHVW\OHFKRLFHV ZHOOEHLQJGDWDDQG7DQLWDHQDEOHVXVWRGR )URPWKHVHPHDVXUHPHQWVRXU WKDW8VLQJLWKHOSVXVDVDQRSHUDWRUWR FRDFKHVFDQWKHQKHOSVHWDFKLHYDEOH How does it enhance the service EXLOGUHODWLRQVKLSVZLWKFOLHQWVZKLFKLVDQ JRDOVȲZKHWKHULWȷVZHLJKWORVVPXVFOH you provide? H[FHOOHQWZD\RILQFUHDVLQJUHWHQWLRQ JDLQLPSURYHGKHDUWKHDOWKRUVLPSO\ :HWDNHDKROLVWLFDSSURDFKWRKHDOWK ,WDOORZVXVWRSURYLGHFOLHQWVERWK PDLQWDLQLQJDKHDOWK\ERG\DQGPLQGȲ VXSSRUWLQJLQGLYLGXDOVDQGFRPPXQLWLHV FRUSRUDWHDQGFOXEPHPEHUVZLWKD DQGPHDVXUHSURJUHVV,WWDNHVWKH ZLWKWKHLUPHQWDOSK\VLFDODQGVRFLDO UHDOO\DFFXUDWHSLFWXUHRIWKHLUERG\IDW JXHVVZRUNRXWRIJRDOVHWWLQJDQGKHOSV ZHOOEHLQJ:HXVH7DQLWDȷVERG\ SHUFHQWDJHPXVFOHPDVVYLVFHUDOIDWDQG XVWRRIIHUFOHDUURXWHVWRRXUFOLHQWVWR FRPSRVLWLRQWHFKQRORJ\DORQJVLGHRXU ȲLPSRUWDQWO\WKHLUPHWDEROLFDJH KHOSWKHPJHWWRZKHUHWKH\ZDQWWREH RWKHUVHUYLFHVȲRVWHRSDWK\FU\RWKHUDS\ VSRUWVPDVVDJHFRXQVHOOLQJVHVVLRQVDQG Tanita systems check everything ,9WKHUDS\ȲWRHQVXUHWKDWRXU from visceral fat to metabolic age XQGHUVWDQGLQJRIRXUPHPEHUȷVKHDOWKLV DWRSSULRULW\$WWKHVDPHWLPHZHFDQ KHOSRXUPHPEHUVZLWKWUDFNLQJDQGJRDO VHWWLQJPDNLQJLWHDVLHUIRUXVWRKHOS WKHPXQORFNWKHLUIXOOSRWHQWLDO What are the benefits you’ve noticed as an operator? :HSULGHRXUVHOYHVRQVXSSRUWLQJRXU PHPEHUVZLWKUHOLDEOHKHDOWKDQG 73 A UNIQUE PARTNERSHIP OPPORTUNITY TO DEVELOP AN OUTSTANDING HEALTH & WELLNESS RETREAT IN HAMPSHIRE YTIVF1SGEXMSR(PSWIXSXLI2ȴzȏQ7IWMHIRXW;MXLMREȦ-SYV)VMZIz&ǾYIRX(EXGLQIRX)IQSKVETLMGW +YPP5PERRMRK5IVQMWWMSR,VERXIHz(SQTVILIRWMZIGLIQI 7ERKISJ;IPPRIWW+EGMPMXMIWzIXMRȦ&GVIW ,.&ȶȦ ȍWUQ ȶȴȍȉȉWUJXz7IGITXMSRz8VIEXQIRX7SSQWz8LIVET],]Qz;IPPRIWWXYHMSW .RHSSV 4YXHSSV5SSPWz:MXEPMX]'EVz(S[SVOMRKSGMEP-YFz(VIGLIz8VERUYMP,EVHIRWz:MWMXSV XEǺ5EVOMRK *\TVIWWMSRWSJMRXIVIWXEVIVIUYIWXIHJVSQWYMXEFP]I\TIVMIRGIHWXVEXIKMGHIPMZIV]TEVXRIVWJSVXLMWYRMUYISTTSVXYRMX] +SVEGST]SJXLI'EVRWKVSZIHIZIPSTQIRXTVSWTIGXYWTPIEWIGSRXEGX VMGLEVHFEPH[MR%VYVEPWSPYXMSRWGSYO 74 March 2020 ©Cybertrek 2020 BODY SCANNING Realistic avatars engage members and add to the user experience STYKU representation of members’ bodies. %HFDXVHRIWKLV6W\NXKDVJLYHQXVPXFK Health Club: PRUHFRQʛGHQFHZKHQLWFRPHVWRJLYLQJ James McLaren Fitness members their results. Who? James McLaren, director Styku has definitely enabled us to Where? Bury St Edmunds elevate our service in a number of ways Supplier: Styku and has become a central focus of our gym and member experience. It’s the How long have you been working James McLaren ultimate way to visualise the story of our with Styku? members’ fitness success. We’ve been working with Styku since June 2016. How does it enhance your service? What are the benefits you’ve We take motivating and supporting our noticed as an operator? Why did you choose to use the PHPEHUVYHU\VHULRXVO\ZHZDQWDOORI 6W\NXKDVKDGDYHU\SRVLWLYHHʞHFWRQ Styku system? our members to achieve their goals. RXUEXVLQHVV0HPEHUVERWKLQWKHJ\P We were searching for a way to track Providing our members with an DQGRQVRFLDOPHGLDKDYHHPSKDVLVHGWKH RXUPHPEHUVȷSURJUHVVLQDQHʞHFWLYH understanding of where they’re starting important role that Styku has played in reliable and engaging way. IURPDVZHOODVWKHVWHSVWKH\QHHGWR WKHLUMRXUQH\VDQGH[SHULHQFHV,WȷVKHOSHG What stood out to us about Styku was WDNHWRLPSURYHWKHLUKHDOWKSURYLGHV to keep them motivated and on track LWVOHYHORISUHFLVLRQDVZHOODVLWV more of an incentive for them. It’s also ZLWKWKHLUSURJUDPPHVXOWLPDWHO\KHOSLQJ consistency and comprehensiveness. the best way to gauge a member’s them achieve the results they want. Styku’s technology is aligned with progress from a physical standpoint by 2IRXUPHPEHUVPD\EHILYHRI DEXA – a type of X-ray scan that’s having tangible proof that they have WKHPKDYHQRWKDGDVFDQEXWWKH\NQRZ considered a gold standard in body achieved a result over a period of time. LWȷVDYDLODEOHWRWKHPLIWKH\ȷGOLNHWR, composition analysis – and offers Simply asking our members to weigh think this speaks volumes about how medical-grade accuracy. themselves isn’t enough. It’s not a true people are viewing body scanning and It also offers incredibly realistic 3D UHʜHFWLRQRIWKHLUSURJUHVV LWȷVDVPDOO how valuable it’s become within our gym. VFDQVWKH'YLVXDODFWXDOO\ORRNVOLNH piece of a much bigger pie. Styku benefits our members by WKHXVHULWȷVQRWMXVWDJHQHULFORRNLQJ 7KHUHDVRQ6W\NXLVVRHʞHFWLYHDQG enabling our coaches to track and avatar that vaguely captures their body has been so great for our service is that monitor their physical progress over shape in outline. This definitely adds it goes way beyond the numbers you see time to ensure they stay motivated and something to the user experience in RQWKHVFDOHDQDO\VLQJKXQGUHGVRI DFFRXQWDEOH FUHDWLQJDQHQMR\DEOH WHUPVRIHQJDJHPHQW,WKLQN PHDVXUHVWRSURYLGHDWUXHYLVXDO experience that delivers results. ©Cybertrek 2020 March 2020 75 BODY SCANNING FIT3D means I can customise diet and training plans based on the outcome of the scan. Health Club: Mas Body Gym They can also physically see, from all Who? Mike Hind, personal trainer angles, how their bodies are changing and Where? Middlesbrough how they’re getting closer to their goals. Supplier: Fit3D Would you recommend it? How long have you been working 100 per cent. The days of before and with Fit3D? Mike Hind after photos are over, people want more I’ve been using the ProScanner for a little information, not just visual improvement, under a year. but detailed and accurate body Before and after photos composition data that they can keep are a powerful tool Why did you decide to work track of. Clients want accountability and with them? clubs and trainers should want this too. I wanted to provide something really It keeps clients on target and also special for my clients, as well as test my improves retention. skills. With the ProScanner there’s It’s also a good source of additional nowhere to hide for either myself or the revenue for the gym; within the first client because it paints a true picture of year the initial investment of £10k a client’s transformation. had paid itself back twice over. In my Having been named the Best Personal eyes, the ProScanner is a one-stop Trainer in the UK for three years in a health assessment and progress URZ,FDQȷWDʞRUGWRIDOOEHKLQG7KH checker that every facility scanner was a must for me. should use. It’s an investment in What’s the impact? your business My clients travel from around the UK to as well as use the scanner. It’s so helpful because it your members. INBODY Health Club: 1Life Who? David Conway, contract manager Where? Sunbury-on-Thames Supplier: InBody How long have you been working David Conway with InBody? We have been utilising InBody scanner technology across multiple 1Life sites What are the benefits? over the past 12 months. Proactive tools for member retention is a key business focus within 1Life and the Why did you choose to work with InBody technology allows us to keep our InBody? active members motivated, as well as In this digital age where our members re-engaging sporadic attendance members. are as well informed as ever regarding Within our business model InBody KHDOWKDQGʛWQHVVZHZHUHORRNLQJWR scanning is available to all members to add extra value to our member maximise our opportunities to have experience and a USP for our meaningful conversations about how we Members can use the InBody prospective members. assess and improve their health. scanner and understand results InBody scanning technology has the perfect blend of accessible health How have members responded? to use and understand the unit and screening with detailed scan results in Body composition improvements, understand the results, leading to ZKLFKZHFDQDGGVLJQLʛFDQWYDOXHWR whether that’s weight loss, body fat increased motivation and retention. our members by analysing their health percentage reduction, and or muscle Scanning is integrated into our metrics and goal setting with them. It’s mass improvements are typically desired induction process, with a follow-up scan DOVRFULWLFDOWRGHPRQVWUDWHWKHEHQHʛWV by the majority of our customers. six weeks later. We also encourage RIWKHFXVWRPHUȷVHʞRUWVDQGDOORZ InBody’s ability to assess this quickly, existing members to have a scan and offer them to both track improvements and in a non-intrusive manner, has proven to trial testing events where members can identify areas to focus on. be attractive to members who are able have a scan to understand the benefits. O 76 March 2020 ©Cybertrek 2020 HEADLINE SPONSOR: TOTUMO ® SPORT DEFY THE NORM PUT THE DATES IN YOUR DIARY NOW – 17 & 18 THE UK’S LEADING JUNE 2020 PHYSICAL ACTIVITY TRADE SHOW Now in its 5th year Elevate has quickly become Speakers include: the must attend event for thousands of public and private sector decision makers, entrepreneurs, healthcare professionals and sport scientists. Your free pass to attend will include access to the exhibition with over 250 suppliers and over 250 presentations from experts in their fi eld on the Tim Hollinsworth Matt Roberts Dr Anna Lowe following themes: Chief Executive, CEO, Matt Roberts Programme Sport England Personal Training Manager, NCSEM 7 Thought-Leaders Conference 7 Activating the Nation 7 The Business of Physical Activity 7 Physical Activity and Health 7 Active Aquatics John Penny Dr Natasha Jones Chevy Rough MD, Third Space VP, FSEM Founder, Chasing 7 Active Kids Projects 7 Maximising Wellbeing and Performance 7 Evidence-based Therapy 7 Future Performance 7 Third Space Summit Davina Deniszczyc Arun Kang OBE Dr Zoe Williams Medical Director – Primary Chief Executive, GP View the full programme online Care, Nuffi eld Health Sporting Equals Registration now open – www.elevatearena.com EDUCATION PARTNER: LEAD SUPPORTERS: NEW OPENING DUBLIN’S FINEST Dubbed Ireland’s priciest health club, the new Eden One in Dublin fuses fitness and wellness with a boutique vibe. MD Charlie Bourne explains the vision t the end of 2018, I was standing outside Number One Ballsbridge in Dublin,” explains industry veteran Charlie Bourne. “The venue was A already home to high-end apartments, retail and businesses. It took me less than 30 seconds to agree to develop a health club. I wanted WRGRVRPHWKLQJGLʞHUHQWDQGFUHDWHDʛUVWȲQRW just in Ireland but anywhere.” Bourne, who’s been in the industry for 27 years, had previously partnered with the same developers to create a club in West London. That location maxed out its membership within four months of opening, due to its location, design- led aesthetic and focus on creating a quality customer experience. Bourne wanted to do the same in Dublin. “We’d learned a lot from our previous developments in London,” he says. “But people in 'XEOLQKDYHGLʞHUHQWH[SHFWDWLRQVRIOX[XU\OHLVXUH and we knew exactly what we wanted to achieve. 78 March 2020 ©Cybertrek 2020 Eden One is part of a high-end, mixed use residential scheme “ “We’ve built a gym, and a spa of a size typically associated with a hotel and combined it with a members’ club for dining and networking” Charlie Bourne 79 Bourne has capped PHPEHUVKLSDW WRHQVXUHHDFK LQGLYLGXDOJHWVWKH DWWHQWLRQWKH\QHHG “The initial aim was to provide the best gym in Dublin,” he nature of the leisure industry, which sometimes struggles to says. “Then we decided to also create the best spa in the meet the demands of busy consumers. city – we looked at examples of compact spas, boutique Ⱥ:HZDQWHGWRGHYHORSDGHVWLQDWLRQWKDWRʞHUV J\PVDQGPHPEHUH[SHULHQFHVWRʛQGRXUIRUPXODȻ everything,” he explains. “People shouldn’t need several PHPEHUVKLSVRIGLʞHUHQWIDFLOLWLHVWRJHWZKDWWKH\ZDQWIRU THE BUSINESS MODEL their wellness. Eden One brings it all under one roof.” Taking inspiration from best-in-class examples in health The club is part of the Number 1 Residences mixed-use clubs around the world, Bourne developed a brand new development, which includes 70 high-end one- and two-bed combination of facilities for Eden One. rental apartments of around 1,350sq ft, as well as upper “We’ve built a state-of-the-art gym, and a luxury spa ʜRRUSHQWKRXVHVZLWKVHDYLHZVUDQJLQJLQVL]HIURPWR of a size that is typically associated with a hotel, and VTIWDQGWKH*DOLOHR3HQWKRXVHȲD WKʜRRUIRXUEHG we’ve combined it with a members’ club for dining and apartment extending to 2,400sq ft. networking,” he says. “Crucially, we’ve done all of this Designed by LUCA interiors the apartment has private lift without including accommodation.” access and a 1,750sq ft roof terrace with lounge, relaxation Bourne says the Eden One club and its Eden Elements and dining areas and views over the city. VSDJLYHSHRSOHDVLQJOHSODFHWRFRPHIRUDOOWKHLUʛWQHVV Being part of this development creates a catchment of high leisure and meeting space needs, to combat the fragmented net worth individuals and this, plus the club’s aspirations, are Around 90 classes are RʞHUHGHYHU\ZHHN IURP\RJDWR/HV0LOOV 80 NEW OPENING The gym is kitted out with equipment from Technogym “We wanted to develop a destination which off ers everything. People shouldn’t need several memberships to get what they want for their wellness. Eden One brings it all under one roof” driving Eden One’s pricing strategy, which ranges from €1,440 Members enter the club through the Orangerie, a lounge to €3,360 a year, plus a €500 joining fee. that’s shared with Number 1 Residences, complete with $ODXQFKRʞHURIDSHUFHQWGLVFRXQWRQUDWHVLVDOVR VRIDVWDEOHVDQGDUDQJHRIGLʞHUHQWZRUNVWDWLRQV FXUUHQWO\DYDLODEOHZLWKSULFHVʛ[HGIRUWZR\HDUV )URPWKH2UDQJHULHDOLIWWDNHVPHPEHUVXSWRWKHKHDOWK A day pass at €175 allows people to enjoy a taster, including club, where the reception and members’ lounge opens out two treatments in the spa, lunch and access to the gym. LQWRDZHOFRPLQJVSDFHZLWKIRRGVHUYHGIURPEUHDNIDVWWR 6.00pm and a more formal dinner until 7.00pm. CUSTOMER JOURNEYS 7KHPHPEHUVȷORXQJHVWD\VRSHQIRUGULQNVXQWLOSP 7KHFOXEKDVDIRRWSULQWRIVTIWEXWZKLOHDKHDOWK ZLWKDZDUGZLQQLQJPL[RORJLVW0RVV\/HO\VFUHDWLQJ club of this size would usually have between 3,000 and 4,000 VPRRWKLHVPRFNWDLOVDQGFRFNWDLOVWRRUGHU$VSDUWRIWKHLU members, Bourne has capped the Eden One membership at membership, members are permitted to bring up to four 1,000. “We want our members to always get the personal JXHVWVLQWRWKHFOXEWRHDWDQGWRGULQN DWWHQWLRQWKH\QHHGȻKHH[SODLQV From here, the member journey splits – gym members To support this vision, Eden One has developed distinctly VFDQLQWRWKHʛWQHVVVSDFHDQGVSDYLVLWRUVKHDGLQWR GLʞHUHQWMRXUQH\VIRUVSDDQGJ\PFXVWRPHUV SULYDWHFKDQJLQJDQGUHOD[DWLRQURRPV ©Cybertrek 2020 March 2020 81 NEW OPENING The Eden Elements spa is split across two levels: the )LUH :DWHUʜRRUDQGWKH *DUGHQʜRRU “We’ve gathered inspiration from dedicated boutique fi tness studios around the world in order to create our three distinct studios” THE GYM Eden One has 7,500sq ft of gym space, with Technogym Luxurious changing rooms feature cardio and resistance kit, including Artis and Skill Line. shampoos and body washes specially “The gym is equipped so people have a complete choice of designed by Bourne’s wife, Claire ZRUNRXWHTXLSPHQWȻVD\V%RXUQHȺ7KHJ\PʜRRUKDVDOVR been designed so our trainers can host small group classes.” Connectivity via Technogym’s mywellness cloud means Eden One can take a member from biometric testing to programming and PT in one seamless journey. “The mywellness app is a useful tool for providing a seamless member journey with valuable extras,” explains Bourne. “We can run everything from onboarding to assessment and programming via the app, and we’d eventually like 100 per cent member uptake of the technology.” “The Technogym brand is very design-led, so the aesthetic ʛWVZLWKRXUYLVLRQȻVD\V%RXUQHȺ7KHNLWLVLQQRYDWLYHZKLOH also being intuitive enough to be used by complete beginners. We’re delighted to have wall-to-wall Technogym equipment RQRXUJ\PʜRRUDQGLQDOORXUVWXGLRVȻ THE STUDIOS A week after opening, Eden One had a timetable of 90+ studio classes a week up and running, all bookable through the Mindbody platform, with members enjoying an immersive studio experience led by in-house trainers. “We’ve gathered inspiration from dedicated boutique ʛWQHVVVWXGLRVDURXQGWKHZRUOGLQRUGHUWRFUHDWHRXU three distinct studios,” says Bourne. 82 March 2020 ©Cybertrek 2020 The all-day lounge bar, with resident mixologist, creates a club feel at Eden One Q HOW MUCH? The Indoor cycle studio provides an immersive experience with a large wall of LCD screens. All memberships are subject to a one off The Mind/Body studio uses AV to create an immersive registration fee of €500 ambience for yoga, meditation and pilates classes, while the HIIT studio is design-led with a boutique aesthetic – still new O BLACK DIAMOND MEMBERSHIP to the Irish market – with Technogym Skillrun equipment, Les Special customised package €280/month or €3,360 year* Mills classes – such as Bodypump – and bespoke Eden classes. O DIAMOND MEMBERSHIP EDEN ELEMENTS SPA Unlimited access during opening hours 7KHʛYHWUHDWPHQWURRPVSDLVWKHPHGDURXQGHDUWKDLU €200/month or €2,400 year* ZDWHUʛUHGDUNOLJKWLFHDQGQDWXUHZLWKFRQVLGHUDWLRQ given to the depth of the experience. O RUBY MEMBERSHIP Air in the treatment rooms is 99.98 per cent pure, thanks Access Monday - Friday 9am to 4pm €120/month or €1,440 year* WRDVSHFLDOʛOWHUV\VWHPVKDPSRRVDQGERG\ZDVKHVLQWKH changing areas are bespoke, designed by Bourne’s wife, Claire O SAPPHIRE MEMBERSHIP and a sauna master conducts ceremonies using essential oils. Access Saturday and Sunday 8am - 10pm The spa uses Natura Bissé products for treatments. €120/month €1,440 year* $PLQʛQLW\SRROZLWKZDWHUWUHDGPLOOMHWVLVVHSDUDWHG IURPDKRWK\GURWKHUDS\SRROE\DʛUHEUHDN O EMERALD MEMBERSHIP $OOWKHʛUHVLQ(GHQ2QHDUHGHOLYHUHGE\DVWHDPZDWHU Choice of 12, 24 or 48 visits 12 visits €720 and light process to make them as environmentally friendly 24 visits €1152 as possible, explains Bourne. 48 visits €1728 $VWKHQHZ(GHQ2QHFOXELQ'XEOLQEHGVGRZQ%RXUQH is already turning his thoughts to the next stage, and is * Includes €200 credit per year for F&B and spa envisioning new plans for additional clubs, including a potential expansion into the UK. O ©Cybertrek 2020 March 2020 83 Crown created a mosaic- tiled feature column for the Lincombe Hotel TIME FOR A CHANGE Great changing rooms are one of the main reasons people join a gym. Get inspired by HCM’s roundup of the latest high-end installations LINCOMBE HALL HOTEL Supplier: Crown Sports Lockers Lincombe Hall Hotel, an AA 4-star boutique destination in Torquay, UK, opened a new £2m luxury gym and spa, for guests and members, last November. Changing room specialists, Crown “The feature column Sports Lockers, worked on the design, FRQVWUXFWLRQDQGʛWRXWRIWKHVSD delivers a memorable alongside interior designers, Ashton fi rst-view on entering the House Design and members of the Powis family, the hotel’s owners. changing room” Crown manufactured and installed Sam Palmer bespoke male and female changing areas to chime with the facility’s coastal theme. The spa interiors include etched glass An unusual feature within the women’s graphics and graduated blue pool tiling. changing area is the central seating area, Lockers have solid-timber shaker doors with integral upholstered bench seating ZLWKDSDLQWHGʛQLVKLQFRQWHPSRUDU\ and an iridescent mosaic column. pastel shades to create a “warm, cosy Ⱥ7KLVIHDWXUHZDVDʛUVWIRUXVȻ and relaxing environment”, according to says Palmer. “The column delivers a Crown’s project manager, Sam Palmer, PHPRUDEOHʛUVWYLHZRQHQWHULQJWKH ZKRZRUNHGZLWKWKHWHDPIURPWKHʛUVW changing room. Its creation was only PHHWLQJWRWKHʛQDOVLJQRʞ made possible because we have the Cork locker key fobs are easy to Cork locker key fobs overcame an manufacturing specialisms to deliver.” retrieve if lost in the pool RSHUDWLRQDOFKDOOHQJHDVWKH\ʜRDWLIORVWLQ Find out more: the pool, making retrieval straightforward. www.crownsportslockers.co.uk 84 March 2020 ©Cybertrek 2020 CHANGING ROOMS Keyless Co’s Keyless1 locks are battery- free, reducing operating costs HARBOUR CLUB CHELSEA Supplier: Keyless Co David Lloyd’s Harbour Club, “Locks are battery-free, substantially Chelsea was refurbished in 2019, with reducing operating costs,” says Keyless .H\OHVVORFNVIURP.H\OHVV&RVSHFLʛHG Co’s Wiktoria Korzeniewicz. “Ease-of- LQFXVWRPJROGʛQLVKWRPDWFKWKH use makes these locks a favorite in the golden-brass modern hardware and gold ʛWQHVVLQGXVWU\ZKLOHDUHSURJUDPPDEOH panelled lockers in the changing rooms. master-key system makes day-to-day Keyless Co – a US custom lock operations more straightforward.” manufacturer with global reach – Find out more: provides sustainable lock solutions that www.keyless.co DOVRRʞHUDGYDQFHGORFNHUURRPVHFXULW\ Below: Gold custom locks match the décor at David Lloyd’s Harbour Club in Chelsea, London “Ease-of-use makes these locks a favorite in the fi tness industry, while a reprogrammable master- key system makes day- to-day operations more straightforward” Wiktoria Korzeniewicz ©Cybertrek 2020 March 2020 85 CHANGING ROOMS Ridgeway’s changing URRPʛWRXWIRU 7KLUG6SDFH,VOLQJWRQ THIRD SPACE ISLINGTON Supplier: Ridgeway +LJKHQGJ\PRSHUDWRU Third Changing facilities for children were Third Space has become renowned Space and locker designer and supplier SURYLGHGVHSDUDWHO\IRUWKHFOXEȷVQHZ in all aspects of its operations.” Ridgeway joined forces to create the /LWWOH6SDFHJ\PȲWKHʛUVWRQHWRRSHQ Harry Kay, property and facilities changing room facilities at the new Third for the operator – to help the successful director at Third Space, commented: Space Islington, which opened in January. segregation of family and adult members. “The reaction from our members to the Lockers and ancillary furniture Mark Cutler, owner of Ridgeway, changing rooms at the new Islington club were manufactured and installed by said: “Our mission was to create KDVEHHQRYHUZKHOPLQJO\SRVLWLYHDQGKDV 5LGJHZD\LQDZDVKHGRDNʛQLVKZLWK changing rooms that not only separated KHOSHGVHWDQHZOHYHORIH[SHFWDWLRQȻ dark grey selected for the remaining FKLOGUHQIURPDGXOWVEXWDOVRUHʜHFW Find out more: ʛ[WXUHVWRHQKDQFHWKHRYHUDOOORRN WKHXQSDUDOOHOHGH[FHOOHQFHIRUZKLFK www.ridgewayfm.com “Our mission was to create changing rooms that not only separated children from adults, but also refl ect the unparalleled excellence for which Third Space has become renowned” Mark Cutler 86 March 2020 ©Cybertrek 2020 SUPPLIERS OF HIGH QUALITY CHANGING ROOM SOLUTIONS FOR THE FITNESS AND LEISURE INDUSTRY » Lockers, benches, padlocks and cubicles » Changing room design » Consultation services » Locker servicing and maintenance » Financial solutions Contact us today for more information T: 0203 651 1500 E: [email protected] DO YOUR LOCKER ROOMS NEED A MAKEOVER? Ridgeway furniture can: OInstall new locker doors OVanity units OBenches OToilet & shower cubicles We also supply a range of spare parts 01525 384298 [email protected] www.ridgewayleisure.com ©Cybertrek 2020 March 2020 87 Tap into the 80% of workers who don’t yet belong to a gym. Get in touch with our team: [email protected] P U P L I S E SC R S H O E W C A S CORPORATE FITNESS Capitalising on a broader national reach DW Fitness First and Gympass have extended their partnership to attract more corporate customers “We’ve been able to move even closer to supporting all people to be active, breaking down barriers to make physical activity more accessible” Eamon Lloyd, Gympass n August 2017, three DW Fitness First sites were added to the Gympass Iplatform as part of a pilot project designed to increase the clubs’ reach among corporate customers. *\PSDVVDQG':)LWQHVV)LUVWKDYHVLJQHGDQDWLRQDOGHDO After an initial trial period, during which over 80 per cent of those attending DW Fitness First sites through are in fact new to DW Fitness First,” says “Our mission is entirely aligned with the Gympass platform were new to the its managing director, Scott Best. “Our DW Fitness First’s,” says Eamon Lloyd, facility, DW Fitness First showed no mission statement is to support all head of partnerships at Gympass. “This hesitation in extending the partnership to people to be active and the partnership has created a great foundation for our include 88 clubs across the UK. with Gympass has enabled us to get partnership and, since working together, Such was the success of this rollout, closer to this goal. With the full estate we’ve been able to move even closer to that the final few clubs in the network now available to the Gympass network, defeating inactivity, by breaking down have now been added to the Gympass we’re looking forward to building on the barriers to make exercise more accessible. platform – totalling 117 sites available to success we’ve seen so far.” “As the second largest operator in the Gympass members across the country. UK, the national reach of DW Fitness The second largest operator of gyms in PARTNERSHP WORKING First has had real benefits for our the UK, DW Fitness First is positioned The partnership with DW Fitness First corporate partners, who typically have across major cities and retail parks. is unique for Gympass, due to having multiple offices across the UK,” says With a strong focus on driving 70 retail stores, as well as physical Lloyd. “Whether employees are based in incremental users to the sites, and a gyms. This means the business is Manchester or Bristol, they’re able to particular emphasis on capturing perfectly placed to provide everyone access a site close to them. Together we opportunities outside London, Gympass from the serious athlete to those SURYLGHDWUXO\LQFOXVLYHRʞHUIRU has increased DW Fitness First’s just looking to move a bit more, corporate partners and their workforces.” exposure and awareness among local with the products, environment and One in four adults in England gets less businesses, bringing in those who live or encouragement they need to be active. than half an hour of exercise a week. The work in close proximity to the clubs. The partnership with Gympass has also Gympass/DW Fitness First partnership “Since offering our sites to Gympass enabled DW Fitness First to promote its seeks to improve this, driving their joint members, it’s been great to see such an retail offering to a new audience by mission to defeat inactivity. increased footfall to our sites across the utilising the reach of the Gympass UK. It’s been especially encouraging to platform. This, in turn, provides added 7RʛQGRXWPRUHYLVLW know that 80 per cent of those people value to Gympass members. hs.gympass.com/uk/become-a-partner ©Cybertrek 2020 March 2020 89 P U P L I S E R Pulse equipment SC has been S customised for H Third Space O E W C A S Pulse Fitness adds strength to Third Space Pulse Fitness has collaborated with luxury health club operator Third Space to supply state-the-art strength equipment to its new site in London hird Space Islington, which OFFERING A BESPOKE SERVICE opened at the end of January, Taking its bespoke manufacturing Thas a wide mix of state- capabilities to the next level, leading of-the-art training facilities, equipment manufacturer, Pulse Fitness LQFOXGLQJȲIRUWKHʛUVWWLPHȲDGHGLFDWHG worked in partnership with the Third space for families called Little Space. Space team to supply 15 stations from its At the heart of the club is a 7,000sq ft superior H Range Strength Line. flexible training space which includes a All this equipment has been created in custom-built track, rig, performance a bespoke sand and black colourway and “We’ve been thoroughly cardio area and strength training area. completed with Third Space branding to reflect the sleek design aesthetic of the impressed by Pulse Fitness new Third Space club. throughout this process” The equipment has also been fitted Rob Beale, Third Space with 10-inch consoles, which allow users to easily track their reps and see their exertion levels while exercising. says Rob Beale, fitness director for Third “Third Space shares our passion for Space. “Its strength equipment quality and innovation and it has been a incorporates the very best of British privilege to create and supply equipment design, alongside some of the most from our strength line, for the new club,” innovative and advanced technology “Third Space shares our says Ben Steadman, business from around the world. passion for quality and development director for Pulse Fitness. “The team has truly understood the innovation and it’s been “We worked closely alongside the expectations of our members and has team to create and install strength supplied strength training solutions which a privilege to create and equipment that would best suit the needs enhance our luxury offering.” supply equipment from of members and we look forward to supporting them in the future.” Find out more: our strength line” “We’ve been thoroughly impressed by Visit www.thepulsegroup.co.uk Ben Steadman, Pulse Fitness Pulse Fitness throughout this process,” Tel: +44 (0) 1260 294600 ©Cybertrek 2020 March 2020 91 SERIOUS ABOUT YOUR FITNESS CLUB? Our all NEW CLUB SOFTWARE will revolutionise the service you provide for your members, trainers and management teams. ASK FOR YOUR FREE DEMO TODAY! REALTIME BOOKINGS & PAYMENTS STAFF MANAGEMENT AND EDUCATION MEMBER ENGAGEMENT, ASSESSMENTS AND PROGRAMMING REPORTING AND BUSINESS ANALYSIS INTEGRATION AND CUSTOM DEVELOPMENT ECOMMERCE https://fisikal.com/club P U P L I S E SC R S H O E W C A S DiR partners with fisikal DiR Clubs – the largest fitness operator in Spain – appointed fisikal as its digital partner in 2019, with a 12 month plan for integration. As phase one comes to an end, we talk to Jordi Forns, co-director of fitness clubs at DiR, about why the brand committed to such a fundamental change “I love that fi sikal has created a solution which adapts to our business and not the other way around” Jordi Forns, DiR What was your brief to fisikal? ʛVLNDOȷVEULHIZDVWRLQWHJUDWHZLWK',5ȷV H[LVWLQJV\VWHPVDQGPLJUDWHDQXPEHU RILWVVHUYLFHVRQOLQHWRLPSURYHWKH RSHUDWLRQDOHʡFLHQF\RIRXUSHUVRQDO WUDLQHUEXVLQHVVDQGHQKDQFHWKH H[SHULHQFHIRUERWK37VDQGPHPEHUV :HZHUHRSHUDWLQJDODUJHO\SDSHU EDVHGV\VWHPZKLFKPDGHLWSUDFWLFDOO\ LPSRVVLEOHDFURVVPXOWLSOHFOXEVWR 'L5LVZRUNLQJZLWKʛVLNDOIRUWHFKVROXWLRQVDFURVVPXOWLSOHVLWHV DFFXUDWHO\WUDFNDQGPRQLWRUKRZ VHVVLRQVZHUHEHLQJVROGWKHQXPEHURI VHVVLRQVEHLQJVROGDQGZKLFKSHUVRQDO VFKHGXOHRQOLQHWKHQPDNHDERRNLQJ VROXWLRQDFURVVPXOWLSOHVLWHVLVDKXJHO\ WUDLQHUVZHUHPDNLQJWKHVDOHV GLUHFW+DYLQJWKHVHDSSRLQWPHQWVGURS FRPSOLFDWHGSURFHVVLWKDVEHHQDV ,QWURGXFLQJDQRQOLQHVROXWLRQZRXOG LQWRWKHGLDU\LVDQDEVROXWHJLIW SDLQOHVVDVLWFRXOGSRVVLEO\EH DOVRSURIHVVLRQDOLVHWKHVHUYLFHIRURXU ,ORYHWKDWILVLNDOKDVFUHDWHGD PHPEHUVPDNLQJLWSRVVLEOHIRUWKHPWR fisikal has been integrated VROXWLRQWKDWDGDSWVWRRXUEXVLQHVV DFFHVVSHUVRQDOWUDLQLQJSODQVPDNH with DiR’s bespoke business DQGQRWWKHRWKHUZD\DURXQG DSSRLQWPHQWVDQGSD\IRUVHVVLRQVDOO management system. LQGHSHQGHQWO\IURPDPRELOHGHYLFH How has that worked? What’s next for DiR and fisikal? LQVWHDGRIKDYLQJWRFDOOWKHFOXEDQGERRN 2XUV\VWHPLVYHU\FRPSOH[DQGLV 3KDVHWZRVWDUWLQJQRZVHHVWKH WKURXJKDYHU\EXV\UHFHSWLRQLVW PDQDJLQJ\HDUVRIFRPSDQ\KLVWRU\ LQWURGXFWLRQRIRQOLQHSHUVRQDOWUDLQLQJ ,WȷVOLWWHUHGZLWKQXDQFHV SODQVDQGDFFHVVWRDOLEUDU\RIYLGHR How has fisikal addressed 7KDQNVWRʛVLNDOȷVʜH[LEOHDSSURDFKDQG H[HUFLVHVDVZHOODVJHQHULFZRUNRXWV your needs? SHUVHYHUDQFHZHȷYHGHYHORSHGDEHVSRNH DQGRQOLQHSD\PHQWV 3KDVHRQHKDVH[WHQGHGZD\EH\RQG VROXWLRQWKDWLVIXOO\LQWHJUDWHGGHOLYHUVD VXSSRUWLQJRXUSHUVRQDOWUDLQLQJEXVLQHVV VHDPOHVVVHUYLFHWRPHPEHUVDQGLVHDV\ To read the full interview with Jordi Forns, ZHȷYHDOVRLQWURGXFHGWKHʛVLNDORQOLQH IRURXUVWDʞWRRSHUDWH visit ZZZʛVLNDOFRPSUHVV ERRNLQJVROXWLRQWRRXUSK\VLRWKHUDS\ DQGQXWULWLRQDGYLVRU\ERRNLQJVHUYLFHV How have you found working )RUPRUHLQIRUPDWLRQHPDLOʛVLNDODW 7KHVROXWLRQKDVEHHQUHDOO\ZHOO with fisikal, day to day? LQIR#ʛVLNDOFRP UHFHLYHGE\PHPEHUVDQGVWDII3HUVRQDO *UHDWʛVLNDOLVDWUXO\YDOXHGSDUWQHU Twitter:#ʛVLNDO WUDLQHUVDUHHQMR\LQJWKHIDFWWKDW WKDWGHOLYHUVDVSURPLVHGRQWLPH )DFHERRN ʛVLNDO PHPEHUVFDQDFFHVVWKHLUSURILOHERRNLQJ DQGDVLQWHJUDWLQJDZKROHQHZGLJLWDO /LQNHG,Q OLQNHGLQFRPFRPSDQ\ʛVLNDO ©Cybertrek 2020 March 2020 93 The Matrix Glute Trainer uses advanced biomechanics to maximise activation of the glutes and hamstrings, mimicking bar-hip thrusting without the difficulty and discomfort of free weights. Accessible design and refined ergonomics accommodate users of all sizes, while maximum resistance (227 kg) and band hooks challenge even the most powerful athletes. Discover more, and see the Glute Trainer in action at matrixfitness.com MATRIX GLUTE TRAINER P U P L I S E SC R S H O E W C A S Matrix Fitness supported major renovations at Long Stratton Leisure Centre Matrix Fitness refit reaps record results Long Stratton Leisure Centre, run by South Norfolk Council, underwent a major £2m renovation in 2019, which saw the existing building redeveloped into a state-of-the-art facility new 80-station gym, featuring This included the latest Matrix Fitness PDUNHWVȻ,QIDQWLDGGVȺ:HȷYHKDGWR the latest equipment from connected strength and cardio equipment, GRXEOHRXUFODVVH[HUFLVHWLPHWDEOHGXH AMatrix Fitness was installed, D&RQQH[XVULJ6'ULYH3HUIRUPDQFH to increased demand and the footfall has along with the creation of two 7UDLQHUDQGD'RXEOH0HJD5DFN gone through the roof. PXOWLXVHʛWQHVVVWXGLRVRʞ HULQJRYHU :HQRZVHHSHRSOHWKURXJK exercise classes a week. MORE MEMBERS our doors each month, compared to Daniel Infanti, general manager at Long Ⱥ:HȷYHVHHQDPDVVLYHXSOLIWLQ EHIRUHWKHUHIXUELVKPHQWȻ Stratton Leisure Centre comments: “As a PHPEHUVKLSVLQFHWKHUHQRYDWLRQZH $IWHUWKHUHQRYDWLRQWDUJHWVZHUHWR council-run gym, we recognised that we KDYHQȷWMXVWUHWDLQHGRXUFXUUHQW KDYHPHPEHUVE\WKHHQGRI0DUFK needed a facility that offered something PHPEHUVEXWKDYHHQWLFHGROGPHPEHUV PRUHWKDQGRXEOLQJWKHRULJLQDO WRHYHU\RQHRIDOODELOLWLHVDQGILWQHVV EDFNDQGZHOFRPHGPHPEHUVIURPQHZ PHPEHUVKLS7KHWHDPKDGDOUHDG\ OHYHOV,WZDVQȷWMXVWDERXWPRGHUQLVLQJ H[FHHGHGWKDWWDUJHWE\1RYHPEHU EXWDERXWUHDOO\FRQVLGHULQJWKHQHHGVRI ZLWKPHPEHUVKLSQRZDWRYHU RXUPHPEHUVDQGFUHDWLQJVRPHWKLQJ and anticipated to grow. WKDWJDYHWKHPWKHEHVWH[SHULHQFH 7LP*UDLQJHU6PLWKKHDGRISXEOLF Ⱥ,FDQȷWVSHDNKLJKO\HQRXJKRIWKH sector sales at Matrix Fitness, says: “This VXSSRUWWKDW0DWUL[)LWQHVVJDYHXV SURMHFWZDVQȷWMXVWDERXWSURYLGLQJJ\P WKURXJKRXWWKLVHQWLUHSURMHFW1RWRQO\ HTXLSPHQWLWZDVDERXWVXSSRUWIRUDQ GLGWKH\DGYLVHXVRQWKHGHVLJQOD\RXW LQFUHGLEOHUHQRYDWLRQIURPVWDUWWRILQLVK DQGHTXLSPHQWIRUWKHJ\PEXWWKH\DOVR We ensured temporary facilities were in set us up with a temporary gym facility “This project wasn’t just SODFHZKLOHWKHUHIXUELVKPHQWZDVWDNLQJ ZKLOHRXUUHIXUELVKPHQWZDVEHLQJGRQH about providing gym place, and due to the high standard, new Due to the high standard of this, we PHPEHUVHYHQMRLQHGGXULQJWKLVWLPHȻ HYHQPDQDJHGWRJURZRXUPHPEHUVKLS equipment, it was about E\GXULQJWKDWWLPHȻKHVD\V support from start to fi nish 7RʛQGRXWPRUHYLVLW The new look included an open plan of an incredible renovation” www.south-norfolk.gov.uk OD\RXWDEDODQFHEHWZHHQWKHFDUGLR ZZZXNPDWUL[ʛWQHVVFRP area, free weights and functional training. Tim Grainger-Smith, Matrix Fitness Tel: +44 (0) 1782 644900 ©Cybertrek 2020 March 2020 95 Find out more – go to fitness-kit.net and type the FITNESS-KIT.NET fitness-kit keyword into the keyword search PRODUCT INNOVATION Lauren Heath-Jones rounds up the latest product launches in health and fi tness Wattbike and Intelligent Cycling will create smart cycling experiences, says Richard Baker attbike has unique to each member, announced a new the partnership will see W partnership with Intelligent Cycling software indoor cycling innovator integrated into Wattbike’s Intelligent Cycling that will AtomX bikes to create see the creation of a ‘truly personalised resistance smart, connected’ indoor reactions to match the cycling experience. needs of the rider, allowing Designed to create everyone in the class to motivational journeys follow the same workout but at an intensity suited to Intelligent Cycling’s their fitness levels. software will be “Indoor cycling has integrated into evolved dramatically Wattbike’s Atom X over recent years, just as technology, connectivity and equipment have connects directly with the “This is the first truly enhanced the indoor cycling bike of the rider, altering smart group cycling experience,” says Wattbike to the exact ability of that solution. Welcome to the CEO, Richard Baker. user, changing resistance future of indoor cycling,” “This is the fi rst truly smart “Now, for the first time, to suit the portrayed http://lei.sr/O3o3T group cycling solution” software that displays an environment and intensity fitness-kit.net ͙͋͗ͅ͏͒̈́ Richard Baker immersive user experience of the ride. WATTBIKE TRAKK app result of ‘huge cultural shift’ in consumer awareness, explains Ben Steadman ulse Fitness has consumer awareness,” says through new exercises and created TRAKK, Ben Steadman, business give them content similar to P an app it claims development director at having their own PT.” will transform the way Pulse Fitness. “TRAKK will also allow operators and members “Gym-goers are no operators to create track their journeys and longer content with simple personalised programmes keep members engaged. information like their for their members.” TRAKK is billed as ‘the weight, reps and calories. http://lei.sr/1G1B2fitness-kit.net ͙͋͗ͅ͏͒̈́ ultimate personal training “Gym-goers are no longer Our new app will track tool’. It will enable users to their progress, guide them PULSE FITNESS content with simple plan and track fitness goals, create their own workout information like their TRAKK is the new app from Pulse Fitness plans and access a library weight, reps and calories” of ready-made workouts Ben Steadman tailored to their goals. For operators, it will allow will enable members to trainers to set personalised access nutrition packages goals and track members’ and retail discounts. performance. It will also “Technology is completely provide an additional transforming the fitness revenue stream, allowing industry and over the last operators to introduce paid few years there’s been subscription services that a huge cultural shift in 96 March 2020 ©Cybertrek 2020 “We’re bringing together the best products on the market – the best bike, the best virtual system and the best cycling classes – to deliver an indoor cycling %RG\%LNHLVH[FLWHG experience like no other” DERXWLWVQHZWLHXSV Uffe A Olesen 6PDUW6ZLWFKLVDQHZVWDQGDUGLQRQGHPDQGWUDLQLQJDFFRUGLQJWR8ʞH$2OHVHQ ody Bike, a Danish The bike is described training on the floor with a Kim Hessellund, CEO of indoor cycling by Body Bike as having virtual instructor. The HDD Group, parent B specialist, has a simple, functional and “It’s a ground-breaking company of Body Bike, says: announced a new reliable design. It features combination that marks a “We’re bringing together the partnership with Wexer a 21” touchscreen, powered new standard in on-demand best products on the market that will see the companies by Wexer, offering a curated training, delivering the full – the best bike, virtual combine their technologies library of virtual classes. buzz and engagement of system and cycling classes to create the Body Bike The screen also features group exercise to those – to deliver an indoor cycling Smart + Switch, a new a 180-degree rotation, working out independently, experience like no other. indoor cycle that will which enables users to either in the gym or at ‘harness the power of seamlessly switch from home,” says Body Bike CEO http://lei.sr/l7z7Ifitness-kit.net ͙͋͗ͅ͏͓͒̈́ virtual group cycling’. training on the bike to Uffe A Olesen. %2'<%,.( %RG\6FULSWLVDQHVVHQWLDOWRROIRUʛWQHVVSURJUHVVFODLPVTony Garcia YE Fitness month (March), and uses analyser provides a greater measurements to establish Technologies, a near-infrared technology level of accuracy for fitness baselines and tracking,” M US-based tech to accurately track body club members and trainers. said MYE Fitness company specialising in composition. In just 10 seconds, subjects Technologies CEO and fitness equipment, is set to Users stand on the receive an accurate set of president Tony Garcia. launch a new body scanner. BodyScript platform while a “BodyScript provides an Called BodyScript wand is applied to the bicep, essential educational tool Ascend, the scanner is set and within 10 seconds they for engagement and a clear to debut at IHRSA later this receive a report accurately path for health and fitness detailing their body weight progress,” Garcia added. percentage, muscle “It features patented mass, lean body mass, technology that encodes body mass index (BMI), the results in a QR code, metabolic rate (BMR) displayed on the scanner’s and total water. touchscreen. Users simply Unlike bioelectrical scan this code in order to impedance devices, access their results via the BodyScript is designed free BodyScript mobile app.” to offer accurate 8VHUVFDQGRZQORDGWKHLU results without users “BodyScript provides an UHVXOWVRQPRELOHYLDD45 needing to remove essential educational tool FRGHWRWKHIUHHDSS their shoes. for engagement and a “The clear path for health and BodyScript http://lei.sr/1U0B6fitness-kit.net ͙͋͗ͅ͏͒̈́ fi tness progress” Ascend body 0<(),71(66 Tony Garcia composition 7(&+12/2*,(6 ©Cybertrek 2020 March 2020 97 Directory To book your promotion, call the sales team on +44 (0)1462 431385 ARCHITECTS & DESIGNERS COMPUTER MEMBERSHIP SOFTWARE WWW.ZYNKDESIGN.COM WWW.LEGENDWARE.CO.UK BODY SCANNING COMPUTER MEMBERSHIP SOFTWARE WWW.HEALTHCHECKSERVICES.CO.UK WWW.BRIGHTLIME.COM LOCKERS & INTERIORS LOCKERS & INTERIORS More than just lockers Changing rooms • Treatment rooms • Washrooms Tel: +44 (0)1803 555885 Email: [email protected] WWW.CROWNSPORTSLOCKERS.CO.UK LOCKERS & INTERIORS FITLOCKERS Quality Affordable Locker Room Solutions T: 01923 770435 sales@fi tlockers.co.uk www.fi tlockers.co.uk WWW.SAFESPCELOCKERS.CO.UK WWW.FITLOCKERS.CO.UK 98 March 2020 ©Cybertrek 2020 HEALTH CLUB MANAGEMENT DIRECT DEBIT COLLECTION EXERCISE EQUIPMENT WE DELIVER MORE... PROVIDING END-TO-END MEMBERSHIP SOLUTIONS TO MAKE YOUR BUSINESS EASIER www.debitfinance.co.uk sales@debitfinance.co.uk 01908 422 000 WWW.DEBITFINANCE.CO.UK WWW.SERVICESPORT.CO.UK DIRECT DEBIT COLLECTION FLOORING Gym Flooring & Acoustic Solutions Contact us now: 0ƍDF +44 (0) 1706 260 220 Email: [email protected] www.TVS-Group.co.uk WWW.HARLANDSGROUP.EU WWW.TVS-GROUP.CO.UK SALES & MARKETING FUNCTIONAL TRAINING / FLOORING GET MEMBERS... High Performance Fitness Flooring Recognised Brand Trusted Quality ...KEEP MEMBERS www.gerfl or.co.uk WWW.GERFLOR.CO.UK RETAILS SOLUTIONS 0115 777 3333 WWW.CFM.NET WWW.CFM.NET WWW.SRSLEISURE.COM ©Cybertrek 2020 March 2020 99 RESEARCH Obesity damages the immune system and changes tissue and body composition SHUTTERSTOCK.COM PHOTO: Old before their time Researchers say obesity ‘should be considered as premature ageing’, with some negative eff ects on the immune system being permanent and not reversible by weight loss besity should be classed as a The mechanisms by which the comorbidities of O form of premature ageing, due to it predisposing people to obesity and ageing develop are very similar. Later acquiring life-altering diseases normally weight reduction will not always reverse the process seen in older individuals. Authors of a study called Obesity and ageing: Two sides of the same coin – by telomeres – the protective caps found affect patients with obesity at a higher the Concordia University in Canada, on the ends of chromosomes. rate than normal-weight individuals. reviewed more than 200 papers relating Obese people are also at higher risk to obesity’s effects on human health. THE EFFECT OF OBESITY of sarcopenia, a disease associated with Using the data from the papers, Telomeres in patients with obesity ageing, which features a progressive they looked at the ways obesity ages can be more than 25 per cent shorter decline in muscle mass and strength. the body from a number of different than those seen in control patients. Individuals with obesity are also more perspectives – from the immune system The study also suggests that susceptible to diseases associated with to shifts in tissue and body composition. obesity’s effects on cognitive decline, later-life onset, such as type 2 diabetes, The study was led by Sylvia Santosa, mobility, hypertension and stress Alzheimer’s and various forms of cancer. associate professor of health, kinesiology are all similar to those of ageing. Santosa urges health authorities to and applied physiology in the Concordia “The mechanisms by which the rethink their approach to obesity, saying: University’s Faculty of Arts and Science. comorbidities of obesity and ageing “I’m hoping these observations will focus Santosa and her colleagues looked develop are very similar,” Santosa said. our approach to understanding obesity at the processes of cell death and the Researchers concluded that obesity better, and allow us to think of it in maintenance of healthy cells – apoptosis speeds up the ageing of the immune different ways,” she added. and autophagy, respectively – that are system by targeting different immune “We’re asking different types of usually associated with ageing. cells, and that later weight reduction questions than those which have At the genetic level, the researchers will not always reverse the process. traditionally been asked,” she concluded. O found that obesity influences a number The effects of obesity on the immune of alterations associated with ageing. system, in turn, affect susceptibility Obesity and ageing: two sides of the same coin These include the shortening of to diseases like influenza, which can was published in the Obesity Review 100 March 2020 ©Cybertrek 2020 20 – 21 MAY 10 – 13 NOV THE BELFRY FORTE VILLAGE WISHAW, SUTTON RESORT COLDFIELD, UK SARDINIA, ITALY PERSONALISED, POWERFUL AND PRODUCTIVE NETWORKING OPPORTUNITIES with senior decision-makers from the Leisure, Health and Fitness industries in the UK and Europe. ȏ*XDUDQWHHGSUHTXDOLȴHGDXGLHQFHRINH\ ȏ Exceptional networking over the course decision makers RIDIHZGD\V ȏ3UHVHWDSSRLQWPHQWVZLWKEX\HUVRI\RXUFKRLFH ȏ8QSDUDOOHOHGYDOXHIRUPRQH\ ȏ Limited competition ȏ+LJKTXDOLW\VHPLQDUSURJUDPPH For more information about SIBEC and to register for either event, please contact: David Zarb Jenkins | Email: [email protected] | Tel: +356 9944 8862 @SIBEC EVENTS | @SIBEC EVENTS ©Cybertrek 2020 March 2020 87