GLOBAL MEDIA PARTNER JANUARY 2020

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UNITING THE WORLD OF FITNESS

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2020 forecasts p38 Sign-up to HCMmag Corporate wellness p70 ChiRunning p76

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©Cybertrek 2020 January 2020 5

UNDEFEATED FOR 20 YEARS, BODYCOMBAT CONSTANTLY REINVENTS WITH SCIENCE IN ITS CORNER TO REMAIN THE WORLD’S TOP MARTIAL ARTS INSPIRED TRAINING PROGRAMME.

BODYCOMBAT HAS EVOLVED TO BE MORE INCLUSIVE AND ACCESSIBLE FOR MEMBERS WHICH IS WHY 75% OF OUR CLUB PARTNERS IN THE UK OFFER THE CLASS. HCMmag.com CONTENTS Uniting the world of fitness JANUARY 2020 No 275

44 Simon Flint is driving the growth of Evolution Wellness in Asia

16 Kam Panesar talks about his Awakn brand

05 Editor’s letter 26 HCM News 60 Are you fit for Stay up-to-date with the latest news in 2020? Insights on 12 HCM people health, fitness and physical activity from staying competitive Groupe Arkose around the world, as well as research Bouldering is emerging as a powerful news from across the industry partner in the fitness space, as the co-founders of French operator, 37 Events calendar Groupe Arkose, explain Don’t miss these important fitness industry conferences and exhibitions 16 Kam Panesar taking place in February and March 2020 A passion for fitness and a vision for building and scaling a boutique brand is driving the 38 Talking point launch of Awakn. We find out more 2020 – what’s in store? HCM talks to Rasmus Ingerslev, Emma 20 Alina & Anna Epeykina Barry, Dave Stalker and Steven Scales HCM talks to the sister duo behind about trends in the industry and what’s the launch of Flexology, one of the coming down the track for 2020 in UK’s first stretching studio brands terms of opportunities and threats

8 January 2020 ©Cybertrek 2020 76 Chi Running’s Danny Dreyer wants to enable everyone to enjoy running well

54 Retreats – a hot trend for 2020 12 Group Arkose is mixing fitness with bouldering

44 Interview 66 Design focus 82 Making a splash Simon Flint Working it The pool is the most expensive facility in New launches, new brands, acquisitions, Les Mills is known globally for its workouts, most clubs. HCM explores how it can be diversification, expansion and franchising but in New Zealand, the company is also used for aqua rehab, to sweat the asset are driving the explosive growth of a major health club operator with new and offer a valuable service to customers Evolution Wellness in Asia. The CEO facilities launching. HCM investigates talks to Kate Cracknell 88 Product innovations 70 Well at work Auro launches a new personal training 54 On the Road The corporate wellness market is growing app; Pavigym’s Wexo flooring supports A top trend for 2020 is retreats, as fast. Kath Hudson rounds up the latest cross-training zones; FunXtion’s online fitness operators such as Third Space trends and investments coming to market training tool explained and Vitapure and Digme partner with boutique travel presents its drinks dispenser, which makes operators to extend their relationship 76 Run right money, while reducing single plastic usage with members beyond the club How can you ensure your members are running right and enjoying and benefitting 90 HCM directory 60 Are you fit for 2020? from the experience? Danny Dreyer Dip into the HCM directory any time Paul Bedford on the best ways to operate invented ChiRunning so everyone can be a to find suppliers of products and in an increasingly competitive market runner. Kath Hudson finds out all about it services for your gym or health club

©Cybertrek 2020 January 2020 9 MEET THE TEAM

EDITOR PUBLISHER Liz Terry Jan Williams +44 (0)1462 431385 +44 (0)1462 471909 CHOOSE HOW YOU READ

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 MANAGING EDITOR HEAD OF NEWS A PDF edition is available to read offl ine at: Steph Eaves Tom Walker www.HCMmag.com/pdf +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 PRODUCT EDITOR JOURNALIST Lauren Heath-Jones Megan Whitby LEISURE OPPORTUNITES www.leisureopportunities.co.uk +44 (0)1462 471927 +44 (0)1462 471906 www.leisureopportunities.co.uk/archive HCM EZINE, INSTANT ALERTS & RSS For email use: [email protected] www.leisuremedia.com/subscribe BUYER SEARCH ENGINE DESIGN www.fitness-kit.net Paul McLaughlin +44 (0)1462 471933

CIRCULATION 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. Printed by CUSTOMER SERVICES The Manson Group Ltd. Distributed by Royal Mail Group Ltd and Whistl Ltd in the UK and Total +44 (0)1462 471901 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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© 2019 Deloitte LLP. This announcement appears as a matter of record only. Bouldering is more than a trend: it’s fun and healthy, strongly aspirational, easily accessible, highly motivating and promotes social interaction GRÉGOIRE DE BELMONT, STEVE GUILLOU, SAMY CAMARZANA & LYES MEKESSER

GROUPE ARKOSE: CO-FOUNDERS

12 January 2020 ©Cybertrek 2020 HCM PEOPLE

In 2013, the group predicted that climbing would be a growing trend, DQGRSHQHGLWVʛUVWERXOGHULQJJ\P

Grégoire de Belmont answers BOULDERING our questions Q

When and how did A type of climbing done without It started as training for Arkose come about? ropes on walls up to 4.5m, with thick mountaineering, but has developed 7KHʛUVWIDFLOLW\RSHQHGLQLQ mats to break falls, bouldering was into a sport in its own right. Walls are 0RQWUHXLOQHDU3DULV$WWKHWLPHWKLVZDV born on the rocks at Fontainebleau colour coded for diffi culty, making it DNLQGRIHPSW\DUHDZKHUHWKHERXOGHULQJ at the start of the 20th century. safe and accessible for everyone. RʞHUGLGQRWH[LVW7KHIRXURIXV SUHGLFWHGWKHFOLPELQJEXVLQHVVZDVDERXW WRJURZIDVWDQGZHKDGWRDQWLFLSDWHLWE\ RSHQLQJQHZORFDWLRQV7ZRRIXVZHUH GHGLFDWHGWRRSHUDWLQJWKHJ\PVDQGWZR WRGHYHORSLQJQHZRQHV

What’s the background of the four partners? :HDUHFRPSOHPHQWDU\LQWHUPVRI HGXFDWLRQEDFNJURXQGDQGKREELHV 6WHYH*XLOORXJUDGXDWHGIURPRQHRI WKHPRVWSUHVWLJLRXV)UHQFKHQJLQHHULQJ VFKRROVDQGKDVEHHQDFOLPEHUVLQFH WKHDJHRIDVZHOODVGRLQJORWVRI PRXQWDLQHHULQJVNLWRXULQJSDUDJOLGLQJ DQGNLWHVXUʛQJ+HSDUWQHUVZLWKPHLQ WDNLQJFDUHRIVWUDWHJ\DQGGHYHORSPHQW DVZHOODVʛQDQFH 6DP\&DPDU]DQDJUDGXDWHGIURPD EXVLQHVVVFKRRODQGXVHGWRZRUNLQ,7 VDOHVKHWDNHVFDUHRIWKHIURQWRʡFH VDOHVDQG+5/\HV0HNHVVHULVDOVRDQ HQJLQHHULQJVFKRROJUDGXDWHZKRKDV Grégoire de Belmont works on strategy and development as SUHYLRXVO\ZRUNHGLQ,7DQGVDOHV7KHEDFN well as marketing and communications for Groupe Arkose RʡFHDQGUHVWDXUDQWVDUHKLVUHVSRQVLELOLW\

©Cybertrek 2020 January 2020 13 HCM PEOPLE

The Arkose gyms are targeted at urban individuals, age 20 to 35

I have been a climber since the age of 16 and graduated from an engineering school in Grenoble, where I did a lot of rock climbing, ice climbing, skiing and mountaineering. I moved to Paris to do an MSc in marketing and economics and worked as a product manager in the consumer electronics industry for several years. Previous to Arkose I had eight years’ entrepreneurial experience as a marketing DQGRSHUDWLRQRʡFHUDW(XURSHDQOHYHO As well as working with Steve on strategy and development, I take care of marketing and communication.

What is the Arkose concept? We developed a unique concept of full VWDFNEORFSDUNVRʞHULQJDQLQQRYDWLYH ethical and fun sports and leisure environment aimed at urban individuals, mainly aged 20 to 35. Bouldering is more than a trend: it’s fun and healthy, strongly aspirational, easily accessible, highly motivating and promotes social interaction. To us, it seemed natural to mix this with chill out spaces, a restaurant, bar and yoga classes. And it is! People love it.

:KDWLVRQRʞHUDWWKHJ\PV" Bouldering, yoga, collaborative libraries, art galleries, concerts and events, as well as restaurants with homemade food De Belmont says bouldering is so popular using solely local and seasonal products; because it’s a fun, social, easily accessible sport EDUVRʞHULQJRUJDQLFMXLFHORFDOO\EUHZHG beers and natural wines.

14 January 2020 ©Cybertrek 2020 Lille

Q LOCATIONS

There are now nine Arkose sites, Paris three Mroc and two MurMur (Nation) Pantin sites: Montreuil, Bordeaux, Montreuil Massy, Paris (Nation), Pantin, Annemasse, Marseille, Tours, Massy Lyon and Villeurbanne. Three more will open this year in Toulouse, Lille and Nice. Tours

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What have been the main challenges with setting up and expanding the chain? Who designs the blocparks? 1XPHURXV)LQDQFLQJDQGIXQGUDLVLQJKDV We do it ourselves. Although we’ve EHHQWKHELJJHVWFKDOOHQJHIROORZHGE\ LPSURYHGVLQFHWKHʛUVWRQHWKHEDVLFVDUH XVXDOPDUNHWLQJDQGFRPPXQLFDWLRQ VHWWLQJXSDQRUJDQLVDWLRQZKHUHVWDʞFDQ WKHVDPH7KHPDLQFRXQWHULVDOVRDEDU PHWKRGVJRRJOHFRPPXQLW\ JURZDQGJDLQH[SHULHQFHDORQJVLGHWKH ZKLFKRSWLPLVHVPDQSRZHU7KHUHVWDXUDQW PDQDJHPHQWRQOLQHDQGRʞOLQH FRPSDQ\:HEHOLHYHEHLQJHWKLFDOZLWK LVVHSDUDWHGIURPWKHFOLPELQJDUHDEXWVWLOO FRPPXQLFDWLRQDQG35 \RXUFRPSDQ\PDQDJHPHQWLVWKHSDWKWR ZLWKLQYLHZEHFDXVHWKLVLVZKDWPDNHVLWVR IROORZVRZHFKRVHWRKLUHSHRSOHZKR VSHFLDO)ORZLVDOVRYHU\LPSRUWDQWDQGDV What are your future plans for DUHDEOHWRJURZVWURQJHUZLWKXV ZHPDLQO\UHQRYDWHROGEXLOGLQJVZHDGDSW Arkose? 3URFHVVLQJWKHRSHUDWLRQVZLWK WKHGHVLJQDFFRUGLQJO\VRHDFKEORFSDUN 7RH[SDQGRXWVLGHRI)UDQFHZHDOUHDG\ FOHDUDQGHʡFLHQWSURFHVVHVLVDQRWKHU LVXQLTXH:HQRZKDYHIRXUDUFKLWHFWV KDYHWZRXQGLVFORVHGORFDWLRQVOLQHG FKDOOHQJHDVZHOODVNHHSLQJWKHʛQDQFHV HPSOR\HGWRZRUNRQEORFSDUNGHVLJQV XSLQQHLJKERXULQJFRXQWULHVDVZHOO KHDOWK\ZKLFKLVHYHQPRUHGLʡFXOWDV DVSXVKLQJRXUVLGHEUDQGVȲ0URF H[SDQVLRQLVDFFHOHUDWHG How do you market new sites? 6QDS2VNDUHDQG0XU0XURXUEUDQG )XUWKHUWRWKLVZHKDYHGLYHUVLʛHG :HDOZD\VQHHGWRHGXFDWHWKHPDUNHW GHGLFDWHGWROHDGFOLPELQJ:HDOVR WKHEXVLQHVVZLWKDEUHZHU\LQ3DULV EXWHDFK\HDUWKHDZDUHQHVVLVELJJHU ZDQWWRZRUNWROHVVHQRXULPSDFW ZKLFKSURGXFHVWKHFUDIWEHHUZHVHOOLQ WKDQWKH\HDUEHIRUH6RZHXVHDOOWKH RQWKHHQYLURQPHQWDQGVSUHDGWKLV RXUEORFSDUNVDQGDOVRVHOOWRH[WHUQDO PHVVDJHDVODUJHO\DVSRVVLEOH EDUVUHVWDXUDQWVDQGVKRSV:HKDYH What do you predict will happen DOVRSXUFKDVHGD)UHQFKJHDUDQGDSSDUHO RATES EUDQG6QDSZKLFKZHDUHUHVKXʢLQJ Q in this market? DQGSXVKLQJLQWHUQDWLRQDOO\ZLWKDIXOO 7KHUHZLOOEHDFRQVROLGDWLRQZLWK FROOHFWLRQRIGHGLFDWHGWRRXUFXVWRPHUV O €15 per adult visit (£14, $16) ELJFKDLQVFRQVROLGDWLQJVPDOODQG \RXQJDFWLYHXUEDQGZHOOHUVZKRDUH LQGHSHQGHQWSOD\HUV6LQFHWKHTXDOLW\ ORRNLQJIRUFRPIRUWDEOHWUHQG\FORWKHVIRU O €45 per month (£42, $47) RIWKHQHZIDFLOLWLHVLVLQFUHDVLQJWKH\ WKHLUGDLO\OLIHDQGVSRUWDFWLYLWLHV ZLOOEHFRPHELJJHUZLWKPRUHVLGH O €495 per year (£460, $554) DFWLYLWLHVRʞHUHG,EHOLHYHWKHVPDOODQG What do you look for in a O €125 for 10 entries (£116, $140) VSHFLDOLVHGIDFLOLWLHVZLOOVXʞHUDORWDQG location? PD\GLVDSSHDU%HFDXVHWKHLQYHVWPHQW Children are discounted. 'RZQWRZQORFDWLRQVLQODUJHFLWLHVZKLFK O UHTXLUHGWREXLOGDQHZIDFLOLW\LVOLQNHG DUHFRQQHFWHGWRDVXEZD\RUWUDPZD\ WRWKHTXDOLW\RIWKHRʞHUDQGWKH O There are also happy hours, RUVRPHPHDQVRIJUHHQIULHQGO\WUDYHOOLQJ courses available and couples VL]HLWZLOOEHFRPHPRUHDQGPRUH DQGDFFHVVLEOHE\ELNH7KHVSDFHQHHGVWR memberships. GLʡFXOWIRUVPDOOLQGHSHQGHQWWRVWDUW EHDPLQLPXPRIVTPDQGPKLJK H[FHSWPD\EHLQVPDOOWRZQVZKHUHELJ IRUDWOHDVWKDOIWKHDUHD IDFLOLWLHVDUHQRWSURʛWDEOH

©Cybertrek 2020 January 2020 15 HCM PEOPLE

Years of studying the greats – Michael Jordan, Kobe Bryant, Albert Einstein, Steve Jobs – combined with my own life lessons – led WRWKH$ZDNQ̩SLOODUVSURFHVVDQGP\JRDOWR$ZDNQ/RQGRQ KAM PANESAR

AWAKN: FOUNDER AND CEO

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16 January 2020 ©Cybertrek 2020 The trainers at Awakn aim to help members to become the strongest version of themselves

Why did you decide to launch \RXURZQʛWQHVVVWXGLR" I come from a very humble background. Even though I grew up in a tiny house and went to an unknown school, I always believed that through hard work anything was possible. So, when I set my sights on working at elite organisations such as *ROGPDQ6DFKV,NQHZ,KDGWRVDFULʛFH everything and outwork the competition. While working at Goldman Sachs, I wanted to push further so I left to $ZDNQLVDVTIWVLWHZKLFKVSUDZOVRYHUWZRʜRRUV complete my MBA, passing with a distinction and started work in Canary Wharf, as a vice president at JP Morgan. During these years, I began to really a journey to awakn their inner power in experiences carefully curated to guide LQYHVWLQP\RZQSHUVRQDOʛWQHVV order to become the strongest versions RXUDWWHQGHHVLQWRDVWDWHRIʜRZZKHUH spending a lot of time working out in of themselves – both physically and endorphins are elevated allowing new various gyms, but always feeling there mentally. I have always been obsessed information and habits to be internalised. was something lacking in the market. with what makes someone elite while Fundamental to the Awakn process is I knew I could create something RWKHUVIDLOWRIXOʛOWKHLUPD[LPXP ʛQGLQJDQGRYHUFRPLQJWKHSLOODUVWKDW special, so in August 2017 I started work potential. Years of studying the have become barriers to our customers on a business plan. Two months later I greats – Michael Jordan, Kobe Bryant, achieving their goals. Overcoming a left banking to make my wild dream of Albert Einstein, Steve Jobs – combined fundamental hurdle often leads to the Awakn’ing the Wharf come true. I had with my own life lessons led to me ʜRRGJDWHVRSHQLQJDQGSURSHOOLQJ no site, network, team or income, but creating the Awakn 7 pillars process. someone on their journey to greatness. had the motivating factors of a monster For example, the barrier may be mortgage and a one-year old baby! Going 7HOOXVPRUH discovering and verbalising ‘desire’ – the back to banking wasn’t an option, because In a nutshell, to achieve any substantial deep emotional reason why you want once you’ve shown the desire to make goal in life, regardless of whether it’s a to achieve your goal. Working through your own way in life, banks blacklist you! ʛWQHVVRUOLIHJRDO\RXMRXUQH\WKURXJK one’s personal pillars is the process the seven stages of: focus, desire, belief, of Awakn’ing. Each of our instructors, :KDWLV$ZDNQ" DFWLRQʜRZUHʜHFWLRQDQGUHMXYHQDWLRQ or mentors, undergoes a ten week $ZDNQLVDOX[XU\ERXWLTXHʛWQHVVVWXGLR The seven pillars are reinforced in every Awakn’ing training programme to ensure in the heart of Canary Wharf. Our Awakn workout via music, lighting and WKH\FDQXVHWKHSLOODUVWRʛQGWKH superstar trainers take our customers on projected images. Classes are immersive ‘greatness within’ in our customers.

©Cybertrek 2020 January 2020 17 HCM PEOPLE

Music, lighting and projected images reinforce Panesar’s seven pillars

more tonic. Therefore, the Arena organisations have exploited the lack of focuses on functional movements competition in the Docklands. making you feel powerful as you ‘Awakn Your Inner Athlete’. There’s nothing What’s the target market? more exhilarating than working as a My fellow residents and employees WHDPWRʜLSDNJW\UHRUULGLQJRQ who live and work in the Docklands. top of a tank with the music pumping Those of us who have been let down and the lights ablaze! by regular gyms and not achieved At the end of each workout, there’s The purpose of the Zone studio is to the desired results. Awakn is for WLPHWRUHʜHFWRQWKHSURJUHVVPDGH push our customers out of their comfort everyone who understands the and for people to thank their bodies. zones. This is where growth occurs. LPSRUWDQFHRIʛWQHVVEXWʛQGV Then they head into the rejuvenation The Zone has beautiful leather boxing traditional workout environments phase and prepare for the right rest, bags hand-crafted in New Zealand, boring, intimidating or demotivating. UHFRYHU\VOHHSDQGQXWULWLRQ:HSXW Technogym SkillRun treadmills and as much focus on mental wellbeing and custom luxury benches I spent two years How much does it cost? overcoming mental blocks as we do designing in partnership with Escape. $ZDNQȷVSULFLQJUHʜHFWVWKHOX[XU\ physical wellbeing and summarise this To supplement our workouts, we RʞHULQJeSHUFODVVZLWKGLVFRXQWVIRU process as ‘Mind Body Awakn’. ZLOOEHRʞHULQJUHMXYHQDWLQJDFWLYLWLHV loyal and long-term customers. A handful including meditation and yoga, allowing RIIRXQGLQJPHPEHUVKLSVIRUeSHU What facilities does Awakn our customers to recover in order to month for unlimited use are still available. have? make their workouts as optimal as ,WȷVDVTIWVLWHZKLFKVSDQVWZR SRVVLEOH:HȷOODOVREHKRVWLQJZHOOQHVV Will you open more sites after ʜRRUVZLWKWZRVWXGLRVWKH$UHQDDQG talks around mental health in order to this one? the Zone. I wanted to create a luxury help deal with burn-out and depression 7KRXJKWKHʜDJVKLS&DQDU\:KDUIFOXE experience with a spacious feel, because – a common but hidden problem within launched in mid October, I’m currently SHRSOHZKRZRUNLQ&DQDU\:KDUIDUH WKHʛQDQFLDOVHUYLFHVLQGXVWU\ negotiating heads of terms for the second boxed in all day. To achieve this feeling of site. space, we have high ceilings and plenty of Why Canary Wharf? :KHHOVDUHLQPRWLRQWRRSHQDWOHDVW personal space and freedom allowing our Awakn is a very personal project for me. ʛYH$ZDNQVLQ/RQGRQEHIRUHH[SDQGLQJ customers to ‘Awakn Their Inner Power’. ,ȷYHOLYHGDQGZRUNHGLQ&DQDU\:KDUI internationally. I’m closely monitoring Most people working in Canary IRUWHQ\HDUVDQGNQRZ:KDUIHUVDUH developments in Manchester, but also :KDUIVLWGRZQDOOGD\VRH[HUFLVHV stressed out and have few outlets. My have active leads for locations in mainland IRFXVLQJVROHO\RQʛ[HGPDFKLQHVVXFK SHUVRQDOPLVVLRQLVWR$ZDNQWKH:KDUI Europe, the Middle East and Asia. as bikes, rowers or climbers only make and to bring back a sense of community :HEHOLHYHWKHZRUOGLVFHUWDLQO\LQ already tight muscles and ligaments WKDWKDVEHHQORVWDVSURʛWIRFXVHG need of some Awakn’ing.

18 January 2020 ©Cybertrek 2020 Surfaces for Sport & Leisure Facilities

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Contact us now: T: +44 (0) 1706 260 220 E: [email protected] www.TVS-Group.co.uk

SPORT | FITNESS | PLAY | ACOUSTICS +&03(23/(

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ALINA & ANNA EPEYKINA

FLEXOLOGY: CO-FOUNDERS

Can you explain the Flexology WRFUHDWHDQRXWRIUHDOLW\H[SHULHQFH Where did the inspiration for concept for us? 7KLVRʞHULQJLVDQHZH[SHULHQFHIRU Flexology come from? :HȷUHWKH8.ȷVʛUVWGHGLFDWHGVWUHWFK PRVWSHRSOHVRZHZDQWHGWKHVSDFH :HDUHVLVWHUVZLWKDEDFNJURXQGLQ VWXGLRXVLQJRXURZQPHWKRGRI WRIHHOGLʞHUHQWZKLOHDOVRNHHSLQJDQ EDOOURRPGDQFLQJVRIRUXVVWUHWFKLQJ VWUHWFKLQJZKLFKLVVDIHZHOOUHVHDUFKHG RUJDQLFDQGQDWXUDOHQYLURQPHQWEHFDXVH ZDVVHFRQGQDWXUH:KHQZHFDPH DQGEDFNHGXSE\VFLHQFH WKHUHDUHQRWWKDWPDQ\UHOD[LQJVSDFHV WR/RQGRQIURP5XVVLDZHWULHGORWV 2XUʛUVWVLWHZKLFKODXQFKHGLQ IRUSHRSOHOLYLQJLQ/RQGRQ RIGLʞHUHQWʛWQHVVFODVVHVEXWIRXQG /RQGRQȷV&DQDU\:KDUILQ2FWREHU )RUHDFKRIRXUVWUHWFKPHWKRGVZH VWUHWFKLQJZDVJLYHQDYHU\ORZSULRULW\ LVDZHOOEHLQJRDVLVRʞHULQJDWKUHH KDYHDGLʞHUHQWVPRRWKLH)RUH[DPSOH 2QO\DERXWʛYHPLQXWHVDWWKHHQGRIWKH GLPHQVLRQDOZHOOQHVVH[SHULHQFH WRDFFRPSDQ\RXUHQHUJLVLQJVWUHWFK FODVVDQGORWVRISHRSOHZHUHLQVXFKD FRPELQLQJDVVLVWHGVWUHWFKLQJZLWKKHDOWK\ ZHKDYHVPRRWKLHVZLWKJLQVHQJDQG UXVKWKDWWKH\VNLSSHGLW VQDFNVDQGVPRRWKLHVDWWKHRQVLWHFDI« WXUPHULFZKLOHRXUIRUWLWXGHUDQJHKDV 5HDOLVLQJWKDWSHRSOHVLPSO\GLGQȷW 7KHVWXGLRKDVDIXWXULVWLFVSDFHVKLS FKRFRODWHDQGSURWHLQZKLFKLVJRRGIRU XQGHUVWDQGKRZEHQHʛFLDOVWUHWFKLQJLV IHHOFRPELQHGZLWKHOHPHQWVRIQDWXUH UHFRYHU\DQGEXLOGLQJPXVFOH IRUKHDOWKZHVWDUWHGWKLQNLQJDERXWKRZ

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Alina and Anna knew from their background in ballroom dancing how important stretching is for overall health we could bring stretching to the wellness industry in the UK. We spent one year UHVHDUFKLQJGLʞHUHQWW\SHVRIVWUHWFKLQJ and partnered with a movement specialist to develop the method.

:KDWDUHWKHEHQHʛWVRI DVVLVWHGVWUHWFKLQJ" Assisted stretches work everything in the Q STRETCH MENU body – the muscles, nerves and tissues – and this has a positive impact on both Six diff erent assisted stretches are on off er: physical and mental wellbeing. When you stretch nerves it impacts your whole ᕡ Executive stretch for offi ce workers ERG\DQGKRZ\RXIHHO7KHFRPELQDWLRQ

RIPRYHPHQWVHORQJDWHVMRLQWVDQG ᕢ Re-energise to kickstart the nervous system, body and mind ligaments, unlocking the connective tissue ᕣ Unwind – a relaxing session and opening up the nervous system, helping to release muscle tension on a ᕤ Perform – for athletes whole new level. ᕥ Build your own stretch – tailor made for the individual :KRLV\RXUWDUJHWPDUNHW" ᕦ Flex assess – a signature in-depth assessment which is complimentary (YHU\RQHFDQEHQHʛWIURPVWUHWFKLQJEXW with every membership or purchase of a bundle of 10 sessions DWRXU&DQDU\:KDUIVLWHRXUFOLHQWVDUH PDLQO\RʡFHZRUNHUV0RVWRIWKHPVLW

©Cybertrek 2020 January 2020 21 HCM PEOPLE

The majority of clients at the Canary Wharf studio are desk workers

for long hours in front of a desk, which causes back problems and a loss of ʜH[LELOLW\DQGUDQJHRIPRWLRQ Also, we are working with those who H[HUFLVHDORWȲUXQQHUVIRRWEDOOHUVDQG DWKOHWHVȲZKRXVHDVVLVWHGVWUHWFKLQJWR improve their range of motion, reduce WKHULVNRILQMXU\DQGVWRSWKHEXLOGXSRI ODFWLFDFLG

What have been the main FKDOOHQJHVZLWKJHWWLQJWKHʛUVW VLWHXSDQGUXQQLQJ" Educating the market has been the most GLʡFXOWSDUWEHFDXVHDVWXGLRGHGLFDWHG WRVWUHWFKLQJLVDQDOLHQFRQFHSW3HRSOH like the space we’ve created and assume ZHRʞHUPDVVDJHRU\RJDVRRXU ʜH[SHUWVKDYHWRH[SODLQDORWDERXWWKH EHQHʛWVRIDVVLVWHGVWUHWFKLQJDQGZHKDYH had to be proactive with the marketing, FUHDWLQJSRSXSVLQRʡFHV+RZHYHU we’ve found that people are open and Repror sequunte si que quisiti isquia alit et H[FLWHGWRWU\LQJVRPHWKLQJQHZ porporia ipsam harcius dolorem ulpa qui /RWVRISHRSOHDVNZK\WKH\FDQȷW VWUHWFKWKHPVHOYHVRUZK\FDQȷWWKHLU

22 January 2020 ©Cybertrek 2020 PT stretch them, but the truth is most people just don’t do it! Flexology provides a real estate environment where individuals can stretch and push WKHLUERXQGDULHV2XUʜH[SHUWVFDQ safely push them to their limits.

Were you tempted to include other body work services such as massage or yoga? $OWKRXJKDOORIRXUʜH[SHUWVKDYHD )OH[RORJ\RʞHUVGLʞHUHQWVWUHWFKSURJUDPPHVEDVHGRQFOLHQWVȷJRDOV specialism in some type of body work – whether that be osteopathy or Pilates – we were clear from the outset that Our second London site will open going international. London is an ideal we just wanted to provide stretching, in imminently, and then we plan to open city to establish the concept, because order not to dilute the message or create one every six months, focusing on LWRʞHUVVRPXFKDQGSHRSOHDUHDOZD\V unnecessary confusion. London to start with, but eventually open to new ideas.

What are your plans for the future? I think assisted stretching will become Q PRICING very popular in the UK, as people start to understand that they need to take care of their bodies and then start to feel Three treatment lengths are on off er: 15, 25 and 55 minutes. WKHEHQHʛWVRIDVVLVWHGVWUHWFKLQJ:H O A single 15 minute session: £28 have only been open a month and we still have lots of exciting opportunities to O A single 55 minute session: £80 explore and enquiries to follow up. £220 One thing we are looking into is O 10 x 15-minute sessions:

SDUWQHULQJZLWKORFDOKHDOWKDQGʛWQHVV O 10 x 55-minute treatments: £700 RSHUDWRUVVHQGLQJʜH[SHUWVLQWRWKHLU FOXEVWRRʞHUVHVVLRQV*RLQJIRUZDUG O A number of secondary revenue generators have also been created: a we are also planning to create a Flexology non-slip stretch mat, water bottles, a loose fitting stretch outfit, fascia Institute, where therapists can do the release balls and foam rollers, as well as a range of toiletries. WUDLQLQJDQGEHFRPHFHUWLʛHGʜH[SHUWV even if they are not working with us.

©Cybertrek 2020 January 2020 23 SPONSORED BRIEFING

Build New Training Experiences with Technogym in 2020 Fusing great kit with tailored workouts and cutting edge technology, Technogym products create peak experiences for members

t the heart of any successful Club 4.0 training formats RI\RXUDYDLODEOHVWDʞVSDFHDQGWLPHWR ʛWQHVVFRPPXQLW\LVDEUDQG 7HFKQRJ\PRʞHUVDUDQJHRIWUDLQLQJ create programmes which resonate. that truly understands formats through Club 4.0, including One of the unique aspects of Club 4.0 its people’s goals. Skillrow, Skillbike and Skillmill HIIT, as well is its use of digital. Technogym utilise the AClub 4.0, which Technogym launched as Biocircuit, Skillrun Class and Bootcamp. P\ZHOOQHVVFORXGGLJLWDOSODWIRUPWRRʞHU at IHRSA, helps operators innovate, with 7UDLQHUVEHQHʛWIURP&OXEWRRDVWKH class formats that connect all products compelling content and all-new classes. user-friendly app means they can quickly set and programmes seamlessly. Combining exciting equipment, digital up classes, and manage logistics, including innovation and training programmes, Club scheduling classes and selecting music. (YROXWLRQRIWKHJ\PʜRRU KHOSVRSHUDWRUVSURYLGHDGLʞHUHQW Club 4.0 formats focus on the needs of Personalised training experiences are still ʛWQHVVH[SHULHQFHIRUHDFKFXVWRPHU the end user, by helping you make more a key way to attract and retain customers, but they now also provide a crucial opportunity to drive revenue streams and build strong communities. Savvy operators are using Club 4.0 IRUPDWVWRWUDQVIRUPWKHJ\PʜRRU experience. The technology can help you create a dedicated space in your facility, or develop a standalone studio to maximise the use of your square footage. 7KLVʜH[LELOLW\PHDQV\RXFDQGHOLYHU SHUVRQDOLVHGʛWQHVVH[SHULHQFHVDOLJQHG with your business objectives.

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©Cybertrek 2020 January 2020 25 HCM news

1Rebel signs deal to open studios across Middle East

1Rebel has signed a deal to see the development of the enter the Middle Eastern 1Rebel brand across seven fi tness market, as part of countries: Saudi Arabia, the the brand’s plans to grow UAE, Oman, Bahrain, Kuwait, its footprint globally. Jordan, and Egypt. The UK-based boutique Established in 2018, Pulse studio operator has signed an Fitness & Sports Co was set up agreement with Pulse Fitness to grow the boutique fi tness & Sports Company, which will segment in Saudi Arabia and across the Middle East. The company was founded by Fahad Al Hagbani and Nathan Clute, both fi tness industry veterans, with Al Hagbani having previously Founders of 1Rebel and Pulse signed a deal for seven countries founded BodyMasters and Fitness Time, the largest brand, MAVERX, outside of James Balfour, co-founder chain of fi tness centres in the the Middle East. and CEO of 1Rebel. “The Al Middle East with 150+ sites. “When we looked to enter Hagbani family is the most The Al-Hagbani family The collaboration between the Middle East market, we experienced operator of is the most experienced 1Rebel and Pulse off ers future quickly realised that there fi tness facilities in the region.” operator in the region potential to also expand was only one partner we James Balfour Pulse’s own boutique fi tness wanted to work with,” said More: http://lei.sr/M9Q7R_H

PureGym to acquire European operator Fitness World

PureGym is set to become successful businesses and the second largest fi tness the combination creates a operator in Europe, after powerful platform from which revealing plans to acquire to accelerate growth,” said Danish chain Fitness World. Humphrey Cobbold, chief Fitness World is the largest executive of PureGym. fi tness provider in Denmark and also has operations in Switzerland and Poland. Founded in 2005, it has grown to become one of Europe’s leading value-based fi tness providers, with more than 230 gyms and around 600,000 members. The deal will give PureGym scale in continental Europe In addition to its international estate of gyms, sports nutrition brand, called its international expansion, These are two well Fitness World – which had Functional Nutrition. which includes plans for trial matched businesses revenues of €206m (£175m) The deal will give PureGym sites iacross the US. Humphrey Cobbold and EBITDA of €45m (£38m) signifi cant scale in continental “This transaction brings in 2018 – also has its own Europe and rapidly accelerate together two well matched, More: http://lei.sr/M6a6N_H

26 January 2020 ©Cybertrek 2020 Get live news at www.HCMmag.com

City of Portland invests in workforce-wide wellness

he City of Portland in Maine, US is T investing in a customised wellness programme, which it will make available to its workforce. The local government authority has appointed corporate health specialist Employees will receive outcomes-based programmes Wellness Workdays to create the programme, which Our team is working A “robust and intuitive” to City Hall staff – will have will include “integrated closely with all City portal provides personalised access to wellness initiatives. technology and a hands-on departments strategies, education and Debra Wein, CEO of approach”. It will provide Debra Wein challenges, while allowing Wellness Workdays, said: each employee with a employees to track their “Our team is working closely wellness portal that will to participate in wellness progress, sync fi tness devices, with all City departments to provide one-on-one health activities and education communicate with health design an approach that helps coaching and an outcomes- related to preventive and coaches and access a wide employee focus on the areas based programmes. self-care, nutrition, physical range of wellness content. that are important to them.” The 1,000+ workforce will activity, resilience, sleep and It means that each city also be given opportunities smoking cessation. department – from the police More: http://lei.sr/A9a8r_H

Fitbit signs tech deal to help manage diabetes in Georgia, US

WellCare of Georgia has From 1 January 2020, signed a partnership deal WellCare is off ering Georgia with Fitbit, which will see Medicaid members ages 18 fi tness trackers being used and older with a diabetes to manage the conditions of diagnosis – and who are those living with diabetes. enrolled in the Fitbit Diabetes The deal will see Fitbit Program – a Fitbit Inspire. devices being delivered to Fitbit Inspire off ers activity WellCare Medicaid members tracking, sleep tracking and who take positive steps to activity reminders. manage their diabetes – such WellCare’s Fitbit Diabetes as completing their annual Program is the fi rst time diabetic eye exams. Fitbit will be included in a It is estimated that more Medicaid programme. The than 10 per cent of adults in company hopes the devices the state of Georgia currently will encourage those with live with Type 2 diabetes, a diabetes to get more active. condition that can impact many areas of the body. More: http://lei.sr/j2u9v_H Those with diabetes will receive a Fitbit Inspire device

©Cybertrek 2020 January 2020 27 HCM news

ukactive urges government to invest in physical activity

kactive has urged “It is clear that the lack the newly elected of attention from previous UConservative governments to physical government to activity has contributed invest heavily in physical to the current crisis in activity – in order to improve public health, with physical the nation’s health. inactivity now recognised as PM Johnson – called on to back the physical activity agenda In an open letter, ukactive the fourth greatest cause of CEO Huw Edwards called on disease and disability in the Prime Minister Boris Johnson UK – linked to one in every to correct the lack of focus six deaths and costing the from previous governments economy £20bn annually,” Inactivity is now the fourth towards exercise and fi tness Edwards writes in the letter. greatest cause of disease and to use physical activity to and disability in the UK tackle health issues. More: http://lei.sr/9S7Y2_H Huw Edwards

Life Leisure launches new boutique brand H1VE

ife Leisure is expanding coaches and combine cardio, will be able to attend classes, its facility portfolio functional, strength and use gyms and benefi t from Lwith the launch of conditioning training. swimming facilities at any of an independent The fi rst H1VE will launch at the venues. boutique fi tness brand. the Stockport Sports Village H1VE will be managed and Scheduled to open this (SSV). Life Leisure already run independently. month, H1VE will off er operates 12 facilities in “This will be a diff erent group classes led by fi tness Stockport and H1VE members breed of facility for Stockport

We have never been a business to stand still Malcolm McPhail

and for the Life Leisure Group”, said Group CEO Malcolm McPhail. “We’ve never been a business to stand still and have a history of pioneering new approaches, from establishing one of the fi rst ever activity self-referral schemes to diversifying into national fi tness events.”

The fi rst H1VE will launch at the Stockport Sports Village More: http://lei.sr/t6F6z_H

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Eco-friendly wellness Glass House Retreat opens in Essex

he Glass House heat pump and rain water Retreat, a new eco- recycling technology. T friendly health and It boasts a range of wellness retreat, has facilities, including a fi tness opened in Bulphan, Essex. studio and gym, outfi tted with Located on several acres of Matrix fi tness equipment, countryside, the retreat off ers an all-inclusive approach to health and wellness, working with guests to create tailor- made wellness programmes based on the guests’ needs. It was developed by Jarvis Development Group, a family- The retreat was created by the Jarvis Development Group run construction fi rm based in Essex, and is the brainchild a spa with eight treatment Glass House from scratch has of co-founder and director Joy rooms, a salt block sauna, pool, allowed us to create a building Jarvis. The eco-friendly retreat Being able to plan this cryotherapy chamber and a purpose-built to deliver a was purpose-built with the from scratch allowed us to communal dining area. premium experience.” end-user in mind and features create a purpose-built site Russell Jarvis, co-founder, solar panels, a ground source Russell Jarvis said: “Being able to plan The More: http://lei.sr/G6J3v_H

Active Lives study: children’s activity levels on the rise

Almost half of children and there has been a rise of 3.6 per Crucially, the fi gures show young people (46.8 per cent) cent in the number of active that there has been a rise in England are now doing children over the last year. in children getting active the recommended average In total, 3.3 million children outside school, with 57 per of 60 or more minutes of are now meeting the new cent now doing an average physical activity a day. recommended Chief Medical of 30 minutes or more a day The fi gure, from the second Offi cer Guidelines – an increase outside school hours (up 4.6 annual Active Lives Children of 279,600 when compared per cent in the last year) , and Young People Survey, shows with 2018. compared to 40 per cent beig active at school. 3.3 million children now meet the CMO activity guidelines Activities that have seen Increasing exercise a particular increase in opportunities outside popularity outside of school of school is working include active play, team Jack Shakespeare, sports and walking. At the other end of the Commenting on the fi gures, scale, 2.1 million children and Jack Shakespeare, director of young people (29.0 per cent) children at ukactive, said the are doing less than 30 minutes fi gures show that increasing of physical activity a day. This exercise opportunities means that the number of outside of school “is working”. inactive children decreased by 3.9 per cent over the past year. More: http://lei.sr/D8N3X_H

30 January 2020 ©Cybertrek 2020 Get live news at www.HCMmag.com

Gym Group reveals plans to open up to eight small box gyms in 2020

The Gym Group has confi rmed between fi ve and eight small plans to roll out a new small box gyms during 2020. box format in the UK over Describing the new format the next 12 months. The in August 2019, Richard format is a scaled-down Darwin, CEO, said: “The version of The Gym concept concept is pretty much a and has been designed slimmed-down version of The fi rst small box site opened in Newark, Nottinghamshire to open up opportunities what we already do. to enter new markets. “Our traditional gyms that wouldn’t previously exact target number of sites The fi rst small box are, on average, around have been on our target list, for the model yet, we did a site opened in Newark, 15,500sq ft in size. The small because they wouldn’t have study with PwC which showed Nottinghamshire on 11 box sites will be between been big enough – towns that there could potentially November 2019. 5,000sq ft and 9,000sq ft. where the overall population be 300 sites across the UK.” The low-cost chain has set “What it does is off er us the is between 25,000 and 60,000. itself a target of opening opportunity to go into towns “While we don’t have an More: http://lei.sr/h9u5Y_H

LRG Fitness launches on-demand service

nline fi tness company In addition to fi tness The on-demand service “As people grow older and LRG Fitness has routines, the library will also has been created in addition have families, their individual Olaunched a new include mindfulness videos. to LRG Fitness’ other online- lifestyle choices – including on-demand service. Operated by husband based fi tness operations and diet and exercise – become LRG On Demand will off er and wife team Ben and Nina services, which include weekly equally as important to them access to a library of exercise Gambling, LRG Fitness On tailored exercise videos sent as they are for their children,” videos, with each targeting Demand will also target the directly to members’ inbox – the couple said. diff erent areas of the body. family market, with videos that alongside nutrition ideas and The videos last up to 20 enable children to take part. lifestyle tips. More: http://lei.sr/W6k3M_H minutes – targeting “time poor” users – and include 10-minute HIIT sessions.

Lifestyle choices are equally as important to us as they are for our family Nina Gambling LRG Fitness is operated by ex-British Sports Aerobic champion Nina Gambling and husband Ben

©Cybertrek 2020 January 2020 31 HCM news

Total Fitness acquires Pro-Fit Personal Training

id-market health personal training services club operator that “cater to a wider range of MTotal Fitness has budgets and abilities”. acquired Pro- In return, the trainers Fit Personal Training. will have access to a suite The deal follows a fi ve-year of benefi ts – including partnership between the two training courses to aid their companies and will result in professional development. 150 self-employed personal Total Fitness currently trainers being transferred to operates 17 health clubs Total Fitness. across England and Wales. The operator says the move “This is a hugely exciting will provide its members with acquisition for us,” said Sophie easier access to specialist Lawler, CEO of Total Fitness. The deal will see 150 self-employed PTs transfer to Total

“We’ve spent the last year team of highly experienced reclaiming our purpose and PTs to strengthen our product working to put the fi tness off ering was the perfect end This is a hugely exciting off ering back into the heart to a productive year in 2019.” acquisition for us of the business. To now be Sophie Lawler working even closer with this More: http://lei.sr/H2J2H_H

Everyone Active launches new boutique format, Fortis

Everyone Active is piloting a supplier Speedflex, creating Each Fortis studio will be new boutique exercise format, a new workout called Fortis, located in a newly created, which it plans to roll out Powered by Speedflex. bespoke space and will off er across its portfolio of leisure Three Fortis studios will 30-minute HIIT workouts centres throughout 2020. open at Everyone Active based on Speedflex machines, The operator has set up centres in January, with at which generate personalised a joint venture with HIIT least seven more planned resistance. The studios will specialist and equipment before the end of the year. also include Fortis-branded functional fi tness stations and Each Fortis studio will be located in a bespoke exercise space workouts will be tracked using MyZone technology. We felt is was important According to Duncan to create our own Jeff ord, regional director of boutique product Everyone Active, Fortis will Duncan Jeff ord play a “hugely important role” in the operator’s plans create our own product to diversify its off ering and alongside this,” Jeff ord said. future-proof the business. “FORTIS will allow us to “We’re continuing to off er our members a premium develop our third-party boutique experience.” partnerships, but also felt is was important for us to More: http://lei.sr/V9m8t_H

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34 January 2020 ©Cybertrek 2020 Get live news at Research news www.HCMmag.com

Does timing matter to make HIIT more effective?

study has suggested in a sample of 26 previously that high-intensity sedentary men and women. Ainterval training 60HIIT means six to 10 (HIIT) is only eff ective 60-second intervals with as a means of improving 60 seconds of rest, whereas fi tness when performed 30HIIT means four to eight at 60-second intervals. 30 seconds intervals with 120 Research from Liverpool seconds of rest. John Moores University points They kept track of training Does the 60-second “sweet spot” make HIIT more benefi cial? to a “sweet spot” which adherence and intensity exercisers need to utilise in remotely via a heart rate had) during six weeks of HIIT. former improves fi tness order to make HIIT benefi cial – monitor that fed direct info Aerobic capacity increased whereas the latter doesn’t. with 60-second breaks being through a mobile app. after six weeks of 60HIIT Study author, Hannah eff ective and 30-second and The researchers looked but there was no diff erence Church, told HCM: “In order 120-second rests not. at three parameters of for 30HIIT on any of the to get the most out of Researchers compared two fi tness: aerobic capacity, three parameters. HIIT, people really need to popular HIIT protocols (60HIIT stiff ness of arteries, and body This potentially means get the timing right.” and 30HIIT) performed for six composition (meaning how that 60HIIT should be used weeks, three times per week, much muscle and fat they over 30HIIT because the More: http://lei.sr/w9c2R_H

Being physically active reduces risk of prostate cancer

A large-scale study on a 51 per cent reduced risk research is based on the genetics has shown that being of prostate cancer, when largest ever study to use more physically active reduces compared to those who didn’t genetics as a measurement the risk of prostate cancer. have the variation. for physical activity and its A study of 140,000 men Importantly, the fi ndings eff ect on prostate cancer. found that those with related to overall activity, not Of the men in the study, a variation in their DNA just intense exercise. 80,000 had prostate cancer. sequence that makes them Conducted by the “This study is the largest- more likely to be active had University of Bristol, the ever of its kind which uses a relatively new method Men who are more likely to be active have a reduced cancer risk that complements current Similar methods can be observational research to applied to other factors discover what causes prostate Dr Anna Diaz Font cancer,” said Sarah Lewis the study’s senior author. added: “Up till now, there was Published in the limited evidence of exercise’s International Journal of eff ect on prostate cancer. Epidemiology the study was “This will pave the way for co-funded by World Cancer more research, where similar Research Fund (WCRF) and methods can be applied to Cancer Research UK. other lifestyle factors.” Dr Anna Diaz Font, head of More: http://lei.sr/f8P4h_H

PHOTO: SHUTTERSTOCK/IGOR PALAMARCHUKPHOTO: research funding at WCRF,

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@SIBEC EVENTS | @SIBEC EVENTS Events calendar

FEBRUARY

19–21 | ForumClub 2020 Palazzo del Ghiaccio, Milan, Italy

The event returns with a gallery format to exhibit products and services for those who design, build and restore private, public and commercial fitness clubs, pools, wellness centres and spas. Marking its 29th anniversary. Last year’s event attracted over 7,500 professionals and 150 exhibitors (20 per cent international) and featured 70 educational events. PHOTO: SHUTTERSTOCK/GORODENKOFF PHOTO: www.forumclub.it $&60EULQJVWRJHWKHUVSRUWVVFLHQWLVWVDQGRSHUDWRUV 29–30 | Sweat! 2020 85 Brick Lane, London, UK 12–15 | ACSM International Health & Fitness Summit 2020 ukactive’s annual boutique fitness event returns, with Hilton Atlanta, Atlanta, GA, USA keynote speakers giving insights into the development of the market and key issues for operators and investors The ACSM summit features eight lecture tracks that integrate www.ukactive.com/sweat the science and practice of sports medicine for the health fi tness professional. 27 | CIMSPA and Quest NBS Conference 2020 www.acsm.org/acsm-summit East Midlands Conference Centre, Nottingham, UK

This year’s conference is being held at a completely new venue, within the grounds of the University of Nottingham. They’ll be over 20 breakout sessions and keynote speeches by Tim Hollingsworth, CEO, Sport England, and behavioural change advocate David Thomson. www.cimspa.co.uk

29–30 | Professional Spa & Wellness Convention ExCeL, London, UK

The Professional Spa & Wellness Convention is for European spa professionals, with an international speaker lineup. The event runs alongside Professional Beauty, the trade event showcasing skincare, spa, beauty equipment, medical ),%2QRZKDVVL[GHGLFDWHGʛWQHVVVKRZVJOREDOO\ beauty and tanning, www.professionalbeauty.co.uk 2-5 April 2020 | FIBO Global Fitness Cologne, Germany MARCH FIBO is an industry summit, education programme, and 5–8 | IDEA Personal Trainer Institute 2020 fi tness festival all in one. The long running event is the Alexandria, VA, USA world’s leading forum for the fi tness industry and caters for both business to business and consumer attendees. The event for personal trainers, fitness professionals, owners FIBO Cologne was the fi rst fi tness event launched by Reed and managers aiming to ramp up the success of their fitness Exhibitions. Sister FIBOs have been launched in China, Africa, business. Choose from over 100 intensive workshops and South America and the US. New for 2020, will be Singapore. lectures on the latest in exercise science, programme design, )LQGRXWPRUHDWʛERFRP business management and marketing, online training, social HCM is a global media media, nutrition and behaviour change. partner of FIBO ZZZLGHDʛWFRPFRQIHUHQFHV

©Cybertrek 2020 January 2020 37 ASK AN EXPERT

2020 What’s in store?

As we begin a new decade, will boutiques extend beyond the major cities? Will the budget boom continue? How will digital fitness impact the sector? Kath Hudson speaks to some of the industry’s big hitters to find out what 2020 could have in store

Rasmus Ingerslev Director of REPEAT, Barry’s Nordic, Lenus, Wexer and Playbook

We’ll see continued growth of our 7KHUHȷVEHHQVLJQLʛFDQWJURZWKLQWKH LQGXVWU\RYHUDOOLQDQGʛYHPDLQ XVHRISDLGʛWQHVVDSSVZKHQFRPSDUHG WUHQGVZLOOVKDSHWKHFRPLQJ\HDU WRWKHJURZWKRIJ\PPHPEHUVKLSV )LUVWO\WKHUHȷVVWLOOURRPIRUPRUH EXWWKLVLVQȷWFRPLQJIURPWKHEULFNDQG JURZWKLQWKHORZFRVWVHFWRU7KLVZLOO PRUWDURSHUDWRUVZKRDUHZHOOSRVLWLRQHG EHDJJUHVVLYHLQLPPDWXUHPDUNHWVDQG WRPDNHWKHPRVWRIWKLVVSDFH VORZHULQWKHPDWXUHZKHUHLWȷVJHWWLQJ +HDOWKFOXEPHPEHUVKLSVDUHVHHLQJ FURZGHGEXWQRW\HWRYHUSRSXODWHG low double digit growth at best, while Secondly, at the other end, I predict the growth in the digital space is 40 to 50 we’ll see further expansion of boutique SHUFHQW0RUHWKDQPLOOLRQSHRSOH FOXEVLQODUJHFLWLHVDQGPRUHSUHPLXP QRZSD\86RUPRUHIRUPRQWKO\ health club brands introducing boutique ʛWQHVVDSSVXEVFULSWLRQVZKLOH Health club VW\OHVWXGLRVDQGZRUNRXWV PLOOLRQDUHPHPEHUVRIKHDOWKFOXEV :HȷOODOVRVHHPRUHDGRSWLRQRI 7KHXVHRIDSSVZLOOEHFRPHPRUH memberships are DJJUHJDWRUVDQGDʛJKWEHWZHHQ VRSKLVWLFDWHGWRVXSSRUWPHPEHUV WKHDJJUHJDWRUVWRZLQPDUNHWV LQWKHLUʛWQHVVMRXUQH\DQGZHȷOOVHH seeing low double 7KH\ȷYHFKDQJHGWKHZD\ZHERRN DIXOOUDQJHRIDSSVHUYLFHVIURPIUHH DFFRPPRGDWLRQLQWKHWUDYHOLQGXVWU\DQG DGYHUWLVHPHQWEDVHG WR86D digit growth at best, ,WKLQNZHȷOOVHHWKHPVWDUWWRVKDSHWKH PRQWK7KHORZFRVWDSSVDUHIXOO\ ʛWQHVVVHFWRUZKLFKSUHVHQWVERWKDQ EDVHGRQGLJLWDOGHOLYHU\DQGDOJRULWKPV while the growth in the RSSRUWXQLW\DQGDULVNIRURSHUDWRUV ZKHUHDVWKHPRUHH[SHQVLYHRQHVRʞHU 7KHʛQDOWZRWUHQGVUHODWHWRGLJLWDO strong technology with a high touch digital space is 40 to ʛWQHVV)LUVWO\DSSSURYLGHUVDUHPDNLQJ DSSURDFKDQGH[SHUWLVHRQWRS LWHDV\IRUSHRSOHWRFRQVXPHʛWQHVV )URPDQRSHUDWRUȷVSHUVSHFWLYH 50 per cent wherever and whenever they want by WKLVGHYHORSPHQWPDNHVLWIDVWDQG GHOLYHULQJZRUNRXWSURJUDPPLQJDV easy for talented trainers to set up on ZHOODVJURXSFODVVIRUPDWV6HFRQGO\ WKHLURZQUDWKHUWKDQZRUNLQJIRUD PRUHDSSSURYLGHUVDUHRʞHULQJRQOLQH FOXE7KHUHDUHDJURZLQJQXPEHURI FRDFKLQJ%RWKDUHDVZLOOVHHVLJQLʛFDQW RQOLQHWRROVDOORZLQJWKHPWRGRWKLV JURZWKDQGRSHUDWRUVZLOOEHPLVVLQJD RʞHULQJVFDODELOLW\ZLWKRXWKLJKFDSLWDO PDFURWUHQGLIWKH\GRQȷWDOVRʛQGZD\V H[SHQGLWXUHPHDQLQJWKDWWKHʛJKWIRU WRGLJLWLVHWKHLUVHUYLFHV WDOHQWZLOOEHFRPHHYHQPRUHLQWHQVH

38 January 2020 ©Cybertrek 2020 'LJLWDOʛWQHVVZLOO FRQWLQXHWRJURZ IROORZLQJWKHULVHRI 3HORWRQVD\V%DUU\

Emma Barry

*OREDOʛWQHVVDXWKRULW\DXWKRURIBuilding a Badass Boutique

*\PVDUHQRZ in the pocket, on 7KHWUXHK\SHUSHUVRQDOLVHGMRXUQH\IRU screens and in the ears and this trend will RSWLPDOKHDOWKLVXQGHUZD\DVZHDOO grow. Following the rise of Peloton, the EHFRPHRXURZQKXPDQH[SHULPHQWV VOHZRIʛWQHVVDSSVDQGSODWIRUPVDUH DQGELRKDFNRXUVHOYHVWRYLWDOORQJHYLW\ poised to serve the biggest TAM (total )RUJHWWKHFOXEQH[WGRRURSHUDWRUV DYDLODEOHPDUNHW ZLWKWULSOHGLJLWJURZWK need to look out for the ‘big trucks’ Budget clubs are providing the lion’s FRPLQJRQWKHKLJKZD\RIKHDOWKVXFK VKDUHRILQSHUVRQPHPEHUJURZWK DV$SSOH$PD]RQ*RRJOHDQGPDMRU DQGDUHSUHSDULQJWRFODPEHULQWRHDFK FRQVXPHUZHOOQHVVDQGPHGLFDOEUDQGV other’s territories. Meanwhile boutique These will start utilising their deep pockets VWXGLRVDUHRQWKHPRYHKHDGLQJEH\RQG DQGGDWDDQDO\WLFVWRJUDEPDUNHWVKDUH Telomere lengthening, WKHELJFLWLHVDQGLQWRWKHFRPPXQLWLHV 5HFRYHU\PHWKRGVZLOOVWDUWWRUHDFK FRQJUHJDWLQJLQPDOOVHQWHULQJWUDGLWLRQDO EH\RQGLQIUDUHGVDXQDVFU\RWKHUDS\DQG mitochondria FOXELQDFOXEVSDFHVDQGPHHWLQJXSLQ FRPSUHVVLRQWRZDUGVSDWFKHVSLOOVDSSV WKHGLJLWDOPDUNHWSODFHRIDJJUHJDWRUV LQMHFWDEOHVDQGRWKHUSURYHQDQGQRW optimisation and OLNH&ODVV3DVVDQGGLJLWDOSODWIRUPVOLNH \HWSURYHQWULFNVWRHQKDQFHSHUVRQDO NEOU. Where budget clubs are adding SHUIRUPDQFH7HORPHUHOHQJWKHQLQJ genome editing will headcount, boutiques are adding spend- PLWRFKRQGULDRSWLPLVDWLRQDQGJHQRPH SHUPRQWKEULQJLQJLQWHQVHIRFXVDQG HGLWLQJZLOOEHFRPHWDEOHWDON/DFNRI up-levelling service touch-points sleep is the new sitting. become table talk. (PRWLRQDOFRQQHFWLRQDQGFRPPXQLW\ 7UDYHOLVWKHKLJKHVWH[SUHVVLRQRI Lack of sleep is the DUHNH\'HVSLWHWKH$,PDFKLQH OX[XU\H[SHULHQFHDQGUHVLGHVDWWKH OHDUQLQJDQGDOJRULWKPIUHQ]\ZHʛQG VKDUSHQGRIWKHH[SHULHQFHHFRQRP\ new sitting RXUVHOYHVLQSHRSOHVWLOOPDWWHUDORW 2SHUDWRUVVXFKDV(TXLQR[%/2.DQG &RPSDQLHVZKLFKDUHQRWSXUSRVHOHG DPXOWLWXGHRIRWKHUVLQGLFDWHDWLSSLQJ IXHOOHGE\SRVLWLYHSHRSOHSUDFWLFHVDQG SRLQWDVWKH\FRPELQHʛWQHVVDGGLFWLRQV DXWKHQWLFDOO\JURZQZLOOQRWUHVRQDWH ZLWKWKHLPPHUVLRQRIDFXUDWHGWUDYHO ZLWK0LOOHQQLDOPLQGHGSXUFKDVHUVWRGD\ H[SHULHQFHZLWKOLNHPLQGHG]HDORWV VHH Wearables reign! The power of RXUIHDWXUHRQUHWUHDWVRQSDJH  personalised data now sits with the user $QGZKLOHWKH86DQG8.DUHIRFXVHG DQGRʞHUVZDUQLQJVKRWVWRWKRVHWRXWLQJ RQLPSHDFKPHQWVDQG%UH[LWSOHQW\RI “this workout will burn 1,000 calories.” PRQH\DQGLQQRYDWLRQLVʜRZLQJLQWR$VLD

©Cybertrek 2020 January 2020 39 Stalker predicts Obstacle Course Racing will continue to grow in popularity, with opportunities for

facilities to partner with providers PHOTO: SHUTTERSTOCK.COM

Dave Stalker

Europe Active: acting executive director

Technology will be one of the top Climbing is an area I predict will trends. Wearable tech will lead the boom. It’s simple and fun, and really ZD\DQGDPRYHWRZDUGVJDPLʛFDWLRQ popular with young people, who like the to promote activity that will appeal fact they can climb indoors or outside. to younger generations. As they’re so The under 30s are very environmentally comfortable with technology and games, FRQVFLRXVDQGNHHQWRPDNHDGLʞHUHQFH it’s an obvious route to attracting them in and I think this is an activity which and getting them active. resonates with them. 'LJLWDOʛWQHVVDQGVWUHDPLQJFODVVHV Another area I predict will continue will also grow in importance. If we do to grow in popularity is obstacle course hit a recession and people think about racing. Companies like Tough Mudder and We’ll see more dropping their membership, reduced- Spartan are slick with their marketing and cost club ‘app memberships’ will allow a social media and these concepts appeal innovation in public continuing relationship with customers to young people looking for a fun, social and help clubs remain the community and competitive outdoor challenge. The sector fitness. Life deliverers of exercise both inside and opportunity for facilities to partner with outside the four walls of the club. these types of operators will also grow. Leisure is an excellent We’ll see more innovation in public Aggregators will continue to be an VHFWRUʛWQHVV/HLVXUHFHQWUHVFDQQR issue and I hope the industry proceeds example, with the longer compete with the low cost sector with caution. They’re here to stay, but it on price alone, so they will need to be would be terrible to get to the situation launch of H1VE: a more forward-looking. They have the where – in a client-facing business – we space to create boutiques within their don’t own our own customer database premium concept in clubs, which could take this metropolitan and are not in charge of pricing. WUHQGLQWROHVVSRSXORXVDUHDV/LIH I’m reliably told that clubs in Spain and a leisure centre at an /HLVXUHLVDQH[FHOOHQWH[DPSOHRIWKLV Portugal have largely stopped using them. with the launch of H1VE – a premium ,I,ZDVDQRSHUDWRU,ZRXOGGHʛQLWHO\ aff ordable cost concept within a local authority leisure be listening to these stories and thinking FHQWUHDWDQDʞRUGDEOHFRVW twice about jumping into partnerships.

40 January 2020 ©Cybertrek 2020 $6.$1(;3(57

The UK health minister Matt Hancock supports the concept of activity prescriptions PHOTO: SHUTTERSTOCK.COM

Steven Scales

ukactive: director of client services

Enhanced data and segmentation XNDFWLYHZRUNLQJRQEHKDOIRIWKH ZLOODOORZWKHʛWQHVVVHFWRUWRWKULYH LQGXVWU\LVOREE\LQJWRFKDQJHWKH E\EHWWHUXQGHUVWDQGLQJFRQVXPHU SODQQLQJODZVWRPDNHLWHDVLHUWR KDELWV7KHUHKDVQHYHUEHHQDEHWWHU FRQYHUWWKHXVHRISUHPLVHVRQWKHKLJK RSSRUWXQLW\IRUDFXVWRPHUIRFXVHG VWUHHWDQGRQUHGXFLQJEXVLQHVVUDWHVLQ VWUDWHJ\DQGWKRVHZKRVXFFHHGLQWKLV OLQHZLWKRWKHUVHFWRUV:HZDQWRXU DUHDZLOOLQFUHDVHUHWHQWLRQDQGWKHLU PHPEHUVWRZRUNWRJHWKHUDQGVKDUH UHYHQXHJHQHUDWLQJRʞHU HYLGHQFHWRLPSURYHWKHSRVLWLRQRIWKH 7KHUHȷVDWUHQGDFURVVWKHFRQVXPHU ʛWQHVVVHFWRU:LWKDQHZJRYHUQPHQW ODQGVFDSHRIJUHDWHUSHUVRQDOLVDWLRQRI QRZLVWKHWLPHWRVKRZKRZWKHVHFWRU The industry will start VHUYLFHVGULYHQE\HQKDQFHGGDWDDQG FDQEHQHʛWSXEOLFKHDOWKWKHHFRQRP\ VHJPHQWDWLRQ7KHSK\VLFDODFWLYLW\VHFWRU DQGVRFLHW\DVDZKROH to integrate into the LVQRGLʞHUHQWDQGWKHHDUO\DGRSWHUV 7KHLQGXVWU\ZLOOVWDUWWRLQWHJUDWH DUHDOUHDG\GHPRQVWUDWLQJVXFFHVV LQWRWKH1+6WKURXJKVRFLDOSUHVFULELQJ NHS through social 6RXUFHVRIEXVLQHVVLQWHOOLJHQFHDQG ȲVRPHWKLQJRXULQGXVWU\FDQJHWEHKLQG GDWDOHGLQVLJKWLQRXUVHFWRUZLOOJURZ ,WKDVWKHEDFNLQJRIWKH'HSDUWPHQW prescribing. We need PRUHSRZHUIXOLQ8QGHUVWDQGLQJ RI+HDOWKDQG6RFLDO&DUHZLWK8. FXVWRPHUVȷZDQWVDQGQHHGVDQGFDWHULQJ KHDOWKPLQLVWHU0DWW+DQFRFNVD\LQJ to work together WRWKHPZLOOLQFUHDVHFXVWRPHUUHWHQWLRQ KHVXSSRUWVXNDFWLYHȷVSROLF\FDOOIRU DQGWKHOLNHOLKRRGRIXSVHOOLQJȲIURP DQȺDFWLYLW\SUHVFULSWLRQȻWREHPDGH as a sector on this, SUHPLHUPHPEHUVKLSVWRRQGHPDQG DYDLODEOHIRUDQ\RQHZLWKORQJWHUP FRQWHQWRUDUDQJHRIFORWKLQJ KHDOWKFRQGLWLRQV alongside the new &ROODERUDWLRQZLOOHQJDJHQHZ :HQHHGWRZRUNWRJHWKHUDVDVHFWRU PDUNHWVDQGFROOHFWLYHO\JURZWKHVHFWRU DORQJVLGHWKHQHZ1DWLRQDO$FDGHP\IRU National Academy for )LWQHVVRSHUDWRUVFRPSHWHZLWKHDFK 6RFLDO3UHVFULELQJWRVKRZKRZDFWLYLW\ RWKHUEXWWRVXUYLYHDQGSURVSHUWKH SUHVFULSWLRQVFDQLQFUHDVHIRRWIDOOWRRXU Social Prescribing LQGXVWU\QHHGVWRFRPHWRJHWKHUZKHQ IDFLOLWLHVLQRUGHUWRLPSURYHWKHKHDOWK ZHFDQLQʜXHQFHVHFWRUZLGHLVVXHVWR RIWKHQDWLRQDQGUHGXFHWKHEXUGHQRI REWDLQFROOHFWLYHEHQHʛWV SUHYHQWDEOHGLVHDVHRQWKH1+6O

©Cybertrek 2020 January 2020 41 SPONSORED BRIEFING

EMS training promises maximum results in a fraction of the time usually required Electro Muscle Stimulation: MORE THAN JUST A WORKOUT

We talk to two high-end operators who've established a valuable USP by off ering EMS training

n recent years, Electro Muscle WUHDWPHQWVQXWULWLRQDQGDFXSXQFWXUH Stimulation (EMS) training DPRQJRWKHUKROLVWLFZHOOQHVVVHUYLFHV I has grown in popularity as We caught up with Dalton Wong, DQHʞHFWLYHZKROHERG\ SHUIRUPDQFHFRDFKDQG&(2RI workout system, promising maximum 7ZHQW\7ZR7UDLQLQJWRXQGHUVWDQG results in a fraction of the time. Yet PRUHDERXWKRZKHKDVLQFRUSRUDWHG originally, it’s most common use was WHFKEDVHGWKHUDSLHVVXFKDV(06LQWR ZLWKLQWKHSK\VLRWKHUDS\ZRUOGKHOSLQJ KLVRʞHULQJWRKRQHDXQLTXHDQGVWDQG FOLHQWVUHFRYHUIURPLQMXU\LPSURYLQJWKHLU RXWVHUYLFHLQWKHFDSLWDO SRVWXUHDQGWDUJHWLQJSDUWLFXODUDUHDVRI Wong explains, “At TwentyTwo muscular weakness. 7UDLQLQJZHIRFXVRQGHOLYHULQJDKROLVWLF 7KHUHDUHPXOWLSOHVWXGLHVVKRZLQJWKH With such huge DQGVFLHQWLʛFDSSURDFKWRʛWQHVV EHQHʛWVRI(06IRUFKURQLFFRQGLWLRQV competition in the specialising in the use of technology as an VXFKDVORZHUEDFNSDLQȲDQGH[DPSOHVRI DGGHGWRROIRUWUDLQLQJDQGUHFRYHU\:LWK KLJKSURʛOHDWKOHWHVOLNH8VDLQ%ROWXVLQJ industry, fi nding a USP VXFKKXJHFRPSHWLWLRQZLWKLQWKHLQGXVWU\ LWDVSDUWRIWKHLUUHKDELOLWDWLRQ ʛQGLQJDXQLTXHVHOOLQJSRLQWLQ(06 in EMS has been key to WUDLQLQJKDVEHHQNH\WRKHOSLQJXVVWDQG High end studio RXWDQGEXLOGDOR\DOFXVWRPHUEDVH 7ZHQW\7ZR7UDLQLQJKDVEHHQUXQQLQJDV helping us stand out and :HȷGLQFRUSRUDWHGPDQ\GLʞHUHQW DVXFFHVVIXOEHVSRNHʛWQHVVDQGZHOOQHVV WHFKQRORJLHVZLWKLQRXUVHUYLFHVEXW VWXGLRLQ.HQVLQJWRQ/RQGRQIRURYHU build a loyal customer base DVVRRQDV,WULHG(06IRXU\HDUVDJR, ten years. Attracting clients who seek NQHZLWZDVWKHʛQDOSLHFHRIWKHSX]]OH UHKDELOLWDWLRQSURJUDPPHVDQGPRUH Dalton Wong 5HVXOWVGULYHQDQGH[WUHPHO\HʞHFWLYH KROLVWLFWKHUDSLHVWKHVWXGLRVSHFLDOLVHVLQ WKHWHFKQRORJ\LVSHUIHFWO\VXLWHGWR SURYLGLQJ(06K\SQRWKHUDS\UHVWRUDWLYH VXSSRUWLQJRXUFOLHQWVZLWKWKHLUJRDOVȲ

42 January 2020 ©Cybertrek 2020 If a client is recovering from an ACL reconstruction, we can use the quadriceps strap and spend 10 minutes working this area, to encourage the muscles to strengthen without putting any load on the joint Josh Betteridge

ZKHWKHUWKDWEHUHKDELOLWDWLRQRUUHFRYHU\ IURPLQMXU\PXVFOHVWUHQJWKHQLQJRU ZHLJKWPDQDJHPHQWKHVDLG (06LVVRHʞHFWLYHEHFDXVHLWWDUJHWV VSHFLʛFDUHDVRIWKHERG\DOORZLQJWKH LQWHQVLW\WREHLQFUHDVHGRUGHFUHDVHG GHSHQGLQJRQWKHOHYHORIHQJDJHPHQW UHTXLUHG6LJQDOVIURPWKHGHYLFHE\SDVV WKHEUDLQDQGJRGLUHFWO\WRWKHPXVFOHV DOORZLQJXVHUVWRʛUHXSPXVFOHVWKDWWKH EUDLQFDQȷW\HWHQJDJHȻH[SODLQV:RQJ Highly targeted -RVK%HWWHULGJHVHQLRUSK\VLFDOWKHUDSLVW RIWHQLQFRUSRUDWHV(06WUDLQLQJLQWR EMS technology can assist with KLVFOLHQWȷVRQHKRXUSK\VLRVHVVLRQV the rehabilitation process VSHQGLQJPLQXWHVZLWKWKHPDFKLQH HLWKHUDWWKHEHJLQQLQJWRDFWLYDWHWKH PXVFOHVRUDWWKHHQGIRUUHOD[DWLRQDQG PDVVDJH+HQRWHVȺ7KHHTXLSPHQWLV :HZDQWWREHWKHERXWLTXHWKDWRʞHUV FDUGLRVD\V%HWWHULGJH7KHWHFKQRORJ\ H[WUHPHO\HʞHFWLYHDFFRPPRGDWLQJDOO HYHU\IRUPRIZHOOQHVVVHUYLFHXQGHURQH KDVDOORZHGXVWRGHOYHLQWRDZLGHU PDMRUPXVFOHJURXSVLQWKHERG\DQG URRI$QGZLWK(06WKDWȷVSRVVLEOH,WȷVD GHPRJUDSKLFDQGGHOLYHUIDVWYLVLEOH DOORZLQJXVWRZRUNGLUHFWO\ZLWKHDFK SUHPLXPSURGXFWZKLFKDOLJQVSHUIHFWO\ UHVXOWVWRDOORIRXUPHPEHUV UHJLRQLQGHSHQGHQWO\ ZLWKRXUPLVVLRQVWDWHPHQWDQGJLYHVXV ,I\RXȷUHORRNLQJIRUDQLQQRYDWLYH Ⱥ)RUH[DPSOHLIP\FOLHQWLVUHFRYHULQJ VRPHWKLQJLQQRYDWLYHDQGGLʞHUHQWWR VHUYLFHWRJLYH\RXUEXVLQHVVWKDWVWDQGRXW IURPDQ$&/UHFRQVWUXFWLRQZHFDQ DSSHDOWRSURVSHFWLYHFOLHQWV RʞHULQJJHWLQWRXFKZLWKWKHPLKD VLPSO\XVHWKHTXDGULFHSVVWUDSDQG Ⱥ2XUXVHUVORYHLWEHFDXVHLWDGGVD ERG\WHFWHDPIRUPRUHLQIRUPDWLRQ VSHQGPLQXWHVZRUNLQJWKLVDUHDWR ZKROHQHZHOHPHQWWRWKHLUUHKDESURFHVV HQFRXUDJHWKHPXVFOHVWRVWUHQJWKHQ DQGHQDEOHVXVWRWDLORUWKHLUVHVVLRQ ZLWKRXWSXWWLQJDQ\ORDGRQWKHMRLQW,Q VSHFLʛFDOO\WRWKHLUQHHGV,WVSHHGVXS HʞHFWZHFDQWDNHWKHMRLQWWKURXJKLWVIXOO UHFRYHU\DQGJHWVFOLHQWVPRYLQJDURXQG UDQJHRIPRWLRQZLWKRXWFKDQFHRILQMXU\Ȼ IDVWHUWKDQPD\RWKHUZLVHEHSRVVLEOH TEL: +44 (0)208 0680780 :RQJFRQWLQXHVȺ:HȷYHVHHQHYHQ :KLOHSHUFHQWRIFOLHQWVXVHLW EMAIL: [email protected] JUHDWHUVXFFHVVZLWKLQWKHEXVLQHVVVLQFH IRUUHKDEZHDOVRRʞHULWIRUZHLJKW WEB: www.miha-bodytec.com/en ZHLQFRUSRUDWHG(06LQWRRXUVHUYLFH ORVVLQFRQMXQFWLRQZLWKRWKHUIRUPVRI www.twentytwotraining.com

©Cybertrek 2020 January 2020 43 INTERVIEW

Simon Flint has been CEO of Evolution Wellness since it was created in 2017

44 January 2020 ©Cybertrek 2020 New brands, new models and an eye on global reach. The CEO of Evolution Wellness talks to Kate Cracknell

hen HCM last interviewed Simon Flint a few years back, Fitness First Asia and Celebrity Fitness had just come together under the banner of a newly-formed parent W group, Evolution Wellness, of which Flint was CEO. Even then, this was touted as just the beginning, with the creation of Evolution Wellness foretelling further acquisitions and YHQWXUHVLQWRZHOOEHLQJȲDQGVRLWKDVWUDQVSLUHG+HUH)OLQWRʞHUVDQ overview of the current Evolution Wellness portfolio, and a sneak preview of growth plans moving forward.

Let’s start with Fitness First and EUDQGVDUHTXLWHGLʞHUHQWSURYLGLQJ Celebrity Fitness. What has been the distinct experiences for members. story here since 2017? Fitness First is more corporate, about The big news for Celebrity Fitness has SHUFHQWPRUHH[SHQVLYHDQGRʞHUV been its expansion into new markets: the slightly more expert support and science, Philippines in 2018, and then Thailand with DNA testing and so on – perfect for in 2019. These are both strong markets exercisers who want to challenge themselves. for Fitness First, but there are good Celebrity Fitness speaks to the young, opportunities for Celebrity too: the two and the young at heart. It’s about having fun

©Cybertrek 2020 January 2020 45 ZKLOHJHWWLQJʛWZHSURPLVHWKHOLYHOLHVWYLEHLQ ,FRQ6LDPȲZKLFKLVVSUHDGRYHUWKUHHʜRRUV WRZQZLWKHYHU\FODVVIHHOLQJOLNHDSDUW\ ZLWKIDFLOLWLHVLQFOXGLQJDQLQʛQLW\SRRODQGWKH ,QDGGLWLRQWRPRYLQJLQWRQHZPDUNHWV FRXQWU\ȷVʛUVWGHGLFDWHG/DJUHH3LODWHVVWXGLR RYHUWKHODVWFRXSOHRI\HDUVZHȷYHGRQH :HȷYHDOVRRSHQHG7KH)=RQHLQ Fitness First has a VRPHZRUNDFURVVWKH&HOHEULW\)LWQHVV GRZQWRZQ%DQJNRNZKLFKLVDKHDUWUDWH QHZʜDJVKLSORFDWLRQ HVWDWHWRHQKDQFHWKHEUDQGDQGDPSOLI\ WUDLQLQJDWKOHWLFSHUIRUPDQFHFOXE LQ%DQJNRNDFOXE LWVHGJ\DWWLWXGH7KDWZRUNKDVLQFOXGHG %RWKRIWKHVHDUH&OXE&ODVVORFDWLRQV FDOOHG,FRQ6LDP PDMRUPDNHRYHUVDWWKHWZRELJJHVWFOXEVLQ ZKLFKLVWKHWLHUDERYH3ODWLQXPDVLV 0DOD\VLDZKLFKKDVOHGWRDSHUFHQWXSOLIW RXUQHZHVWFOXELQ0DOD\VLD7KLVRQHLV LQQHZMRLQLQJ\LHOGDWWKRVHWZRORFDWLRQV DFWXDOO\DUHODXQFKRIDFOXEZHVHFXUHGDV 0HDQZKLOH)LWQHVV)LUVWKDVEHHQDERXW SDUWRIWKHDFTXLVLWLRQRI&+L)LWQHVVȲD JURZWKZLWKLQH[LVWLQJWHUULWRULHV:HKDYHD FKDLQRIFOXEVLQ0DOD\VLDȲLQ QHZʜDJVKLSORFDWLRQLQ%DQJNRNȲDFOXEFDOOHG 7KLVSDUWLFXODUFOXEORFDWHGLQWKHXSVFDOH

46 January 2020 ©Cybertrek 2020 INTERVIEW

neighbourhood of Bangsar, Kuala Lumpur, also use those spaces when classes aren’t in re-opened in November following a US$500k progress. Surge, for example, is centred around rebrand of a high-end Fitness First club. Technogym Skillmills, with three bodyweight :HȷYHDOVRVSXQRʞVRPHRIRXUPRUH or free weight stations sitting behind each Evolution Wellness successful group exercise formats to create treadmill. And then Burn is more cardio-based, has launched club- club-in-club, boutique-style studios. The XVLQJIRXUGLʞHUHQWW\SHVRIHTXLSPHQWVXFKDV in-club boutique- best example is The Box, which is entirely Aerobikes, Concept2s and Versaclimbers. style studios dedicated to boxing, with two proprietary classes: Boom, which is boxing to music; Does your multi-brand approach have any and Hook, which is more of a technical class benefits for your members? where you learn the basic boxing moves. In Malaysia and Indonesia – markets where we But we also have other concepts with already have a critical mass of both Fitness First their own spaces, although members can and Celebrity Fitness clubs – we introduced a

©Cybertrek 2020 January 2020 47 INTERVIEW

dual-brand membership in 2018, which allows as allowing members to consume products members to enjoy access to locations across and services in a pay-as-you-go fashion. both brands. We’re currently at 9.1 per cent One day, as our estate continues to grow, penetration for that membership option. it might even be that we create an Evolution In Malaysia and Additionally, we acquired a small aggregator Wellness membership and app – a way of Indonesia, there app a while ago, which we’ve further aggregating across the total portfolio, allowing is a dual-brand developed to allow us to become our own people to consume any of our brands by using membership option aggregator. As of last month, we’re piloting credits from their digital membership. But for for Fitness First and member and non-member apps for Fitness now, our aggregator app covers only Fitness Celebrity Fitness First and Celebrity Fitness where – along with First and Celebrity Fitness. the usual features you’d expect in an app, from booking and tracking to challenges and Tell us about your new brands since 2017… ‘invite a friend’ – we can release some of the The objective we set in 2017 was to build an capacity in our clubs to non-members, as well HFRV\VWHPWRVHUYLFHGLʞHUHQWSULFHSRLQWV WE HAVE A NEW FLAGSHIP LOCATION IN BANGKOK CALLED ICON SIAM – WHICH IS SPREAD OVER THREE FLOORS, WITH AN INFINITY POOL AND THE COUNTRY’S FIRST DEDICATED LAGREE PILATES STUDIO. WE’VE ALSO OPENED THE F ZONE IN BANGKOK, WHICH IS A HEART RATE TRAINING, ATHLETIC PERFORMANCE CLUB

48 January 2020 ©Cybertrek 2020 Q EVOLUTION WELLNESS IN NUMBERS

Six operating brands 400,000 members The Celebrity Fitness brand has been 6,000 staff enhanced, with major makeovers at the two biggest clubs in Malaysia, leading to a 26 per 25 million workouts a year cent uplift in new joining yield 175 clubs – and counting 10 per cent revenue growth (Fitness First + Celebrity Fitness) since the merger

Figures correct as at December 2019

©Cybertrek 2020 January 2020 49 ,17(59,(:

GLʞHUHQWDWWLWXGHVWRʛWQHVVGLʞHUHQWPRGHV 7KHQLQZHDFTXLUHG0DOD\VLDQ RIFRQVXPSWLRQZLWKDQDELOLW\WRUHVSRQGWR ERXWLTXHEUDQG),5()LWQHVVGHYHORSHGDQHZ WKHEURDGHVWUDQJHRIORFDWLRQVDQGVSDFHV EUDQGIRUPDWȲ)LYHOHPHQWV+DELWDWȲDQG Evolution $VDUHVXOWZHȷYHH[SDQGHGRXUSRUWIROLR ODXQFKHGRXURZQORZFRVWEUDQG*R)LW Wellness acquired VLJQLʛFDQWO\RYHUUHFHQW\HDUV MembersFirst, a ,ȷYHDOUHDG\PHQWLRQHG&+L)LWQHVVZKLFKZH Can you share a bit more detail on each of club management DFTXLUHGLQDORQJZLWKZHOOQHVVUHWUHDW these brands? software, rebranding )LYHOHPHQWV,QWKDWVDPH\HDUZHDFTXLUHG &+LLVDZHOOUXQFKDLQRIKHDOWKFOXEVZLWK it as Circuit 0HPEHUV)LUVWȲDFOXEPDQDJHPHQWVRIWZDUH JRRGPRVWO\ORZHUPLGPDUNHWORFDWLRQVLQ FUHDWHGXVHGDQGʛQHWXQHGE\)LWQHVV)LUVW 0DOD\VLD7KHVHZLOOFRPSOHPHQWWKHH[LVWLQJ *URXSRYHUWKH\HDUVȲDQGUHEUDQGHGLW &HOHEULW\)LWQHVV)LWQHVV)LUVWFOXEQHWZRUN WR&LUFXLW,WȷVDYHU\SRZHUIXOPHPEHUVKLS ZHOODQGLQWLPHZLOODOORZPHPEHUVWRGHULYH DGPLQLVWUDWLRQWRROZKLFKZHȷUHSODQQLQJWR PRUHYDOXHIURPDWULSOHEUDQGPHPEHUVKLS PRQHWLVHJRLQJIRUZDUG +RZHYHUZHʛUVWKDYHDOLWWOHPRUHZRUNWR GRWRFRGLI\DQGFHPHQWLWVEUDQGSRVLWLRQLQJ )LYHOHPHQWVZKHQZHDFTXLUHGLWFRPSULVHG RQHORFDWLRQLQ%DOLȲDZHOOQHVVUHWUHDWȲ ZKLFKZHȷYHH[SDQGHGZLWKQHZURRPV DQGDFXOLQDU\VFKRROIRUSODQWEDVHGFXLVLQH :HKDYHDV,VD\DOVREHJXQWRGHYHORSQHZ EUDQGIRUPDWV)LYHOHPHQWV+DELWDWODXQFKHG LQ+RQJ.RQJLQDVWKHʛUVWH[DPSOHRI )LYHOHPHQWVȷXUEDQZHOOQHVVPRGHO,WIRFXVHV RQ\RJDVDFUHGDUWVDQGSODQWEDVHGFXLVLQH $VDFLW\VDQFWXDU\LWȷVDVSDFHIRUTXDOLW\ ȶPHȷWLPHȲIRUSK\VLFDOPHQWDODQGVSLULWXDO ȶPDLQWHQDQFHȷȲDQGRʞHUVDVDIHKDYHQWR XQZLQGGHFRPSUHVVDQGUHFRQQHFW ),5()LWQHVVHQMR\VDOHDGHUVKLSSRVLWLRQLQ WKH0DOD\VLDQERXWLTXHVHJPHQWZLWKFODVV H[SHULHQFHVLQFOXGLQJ5LGH6WULNH6WULGHDQG )RUFH7KHVHFODVVHVDUHDOOSURSULHWDU\DQG FUHDWHGLQKRXVHE\WKH)LUHWHDP 'HVSLWHKDYLQJRQO\WZRVLWHVDWWKHSRLQW RIDFTXLVLWLRQLWFRPPDQGVDUHDOO\VWURQJ FRPPXQLW\EDVH6L[ZHHNVDIWHUMRLQLQJWKH (YROXWLRQ:HOOQHVVIDPLO\ZHRSHQHGWKH

50 January 2020 ©Cybertrek 2020 3+272$//6$0$=,1*

The company plans to grow Celebrity Fitness particularly in Thailand and the Philippines, and Fitness First in Thailand, Hong Kong and Singapore

ODWHODVW\HDUȲLVDVTPʜDJVKLSWKDW showcases all the possible components of this model. That includes a ladies-only zone, accessed through the women’s changing rooms and not even visible to the rest of the gym; RXUSURSULHWDU\DXWRPDWHGWUDʡFOLJKWHG Super Circuit; virtual group exercise; and spaces where you can plug in your phone and work out following your own content on a big screen. There are premium add-ons too, such as hydro-massage and FitQuest.

What are your plans for all these brands third site – Firestation 3 – which at 200sqm, moving forward? and with a maximum 18 people in a class, Starting with Fitness First and Celebrity Fitness, promises to keep things intimate. our focus will be on existing territories, with The Celebrity Then there’s GoFit, a brand and concept we steady growth on the cards. In particular, we’ll Fitness brand has FUHDWHGFRPSOHWHO\IURPVFUDWFKZKLFKRʞHUV be looking at Thailand and the Philippines for 60+ clubs across Asia DQRIULOOVIXVVIUHHJ\PH[SHULHQFHLWRʞHUV Celebrity Fitness; and Thailand, Hong Kong and everything you need, and nothing that you Singapore for Fitness First. don’t, for about US$20 a month. Fivelements is set to be a very exciting brand, Technology is an essential enabler to deliver and I’m interested to see what we can do with this high value, low price product. it as we grow. We’re in negotiations at the GoFit clubs will start from 350sq m, but moment for a second Fivelements Habitat site RXUʛUVWVLWHȲZKLFKZHRSHQHGLQ0DOD\VLD in Hong Kong, and as we go forward I can see

©Cybertrek 2020 January 2020 51 INTERVIEW

us having some smaller studios too, reaching further into communities The newest Fire WRPDNHWKHRʞHULQJPRUH site will feature a accessible still. content delivery We’re also already system designed to mapping out other facilitate the new brand architectures – Fire Circuit class Fivelements Residences, for example, in response to a lot of inbound enquiries from developers and hotels interested in licensing the name and getting us involved in creating wellness platform designed to facilitate our newly components for their properties. It’s easy to created Fire Circuit classes. see how some of the Fivelements expertise This set-up will allow us to expand quicker, and ethos could be incorporated into our more with more easily replicable classes. The platform mainstream club businesses, too, either in can help with instructor education too, quickly person or via the app. raising standards by letting instructors practise But the real focus for growth at Evolution the content in their own time. Wellness will be GoFit and Fire. We expect growth of the Fire brand to Our fourth Fire site, which we’re dubbing accelerate as we go through this year. Even Fire Station 4, opens in Malaysia in March faster growth is planned for the GoFit brand. 2020 and this will already begin to ramp We will ultimately operate Fire and GoFit things up a bit. This new club will feature a in all our markets – Hong Kong, Indonesia, new barre class, as well as a content delivery Malaysia, the Philippines, Singapore and ONE DAY, AS OUR ESTATE CONTINUES TO GROW, IT MIGHT EVEN BE THAT WE CREATE AN EVOLUTION WELLNESS MEMBERSHIP AND APP – A WAY OF AGGREGATING ACROSS THE TOTAL PORTFOLIO, ALLOWING PEOPLE TO CONSUME ANY OF OUR BRANDS BY USING CREDITS FROM THEIR DIGITAL MEMBERSHIP

52 January 2020 ©Cybertrek 2020 INTERVIEW

Thailand – and our track record is already but for example it’s not unrealistic to think we helping in this respect. When we’re talking could – through the franchise model – have a to landlords about GoFit, for example, we’re 1,000 GoFits in that sort of timeframe. DOUHDG\LQDYHU\GLʞHUHQWSRVLWLRQWKDQZH Are there any new initiatives planned to Flint says GoFit, a would have been had the brand simply arrived further grow your wellness reach? no-frills, budget gym from nowhere as a standalone business. Thinking out of the box – as our Evolution chain, could grow to Wellness remit allows us to do – I envisage 1,000 clubs through Do you have any plans to expand beyond your a next chapter that will focus on low franchising over the existing territories? LQʜDPPDWRU\UHJLPHVDQGORZR[LGDWLYHVWUHVV QH[WʛYH\HDUV We do, yes, and again it will be Fire and GoFit lifestyles, encompassing everything from diet that will drive new market expansion. This will and the air we breathe to the amount of sleep be done through licensing. we get and the kind of exercise we do. Where previously, as with Fitness First, I believe we must use the size of our we were a division of a global business, now platform to educate the market, helping we can actually be the global business if we people to understand that including a variety wish. We have the rights to GoFit and Fire, of exercise modalities in their life is likely the ZKLFKFKDQJHVWKHG\QDPLFTXLWHVLJQLʛFDQWO\ best path to optimum wellness. from just being a south-east Asia player. We We’ll need to get some authoritative can play globally, and indeed have already had content to make sure we’re really ready for interest from as far away as Russia. this, but fortunately we already have the real :HGRQȷWUHDOO\ZRUNWRDʛYH\HDUSODQDQG HVWDWHDQGWKHVSDFHWREHDEOHWRRʞHUWKLV I don’t want to pull numbers out of the sky, kind of programme. O

©Cybertrek 2020 January 2020 53 TRENDS

ON THE ROAD

Retreats are where boutique fitness is at in 2020. High-end operators are now designing packages to take their communities to inspiring locations, in order to escape everyday life and immerse themselves in exercise, mindfulness and relaxation. Kath Hudson reports

ellness tourism – the This cohort doesn’t want a cookie- Third Space Escapes are marriage of two multi- cutter experience: they want the retreat run in partnership with trillion dollar industries WRUHʜHFWWKHGHVWLQDWLRQHPEUDFLQJ luxury travel operator, W – is growing at a faster the local culture, food and environment. Sunny Side Up rate than the overall The more discerning wellness travellers, tourism market. particularly millennials, are interested in According to the Global ZKDWGHVWLQDWLRQVRʞHUWKDWȷVGLʞHUHQW Wellness Institute (GWI) the industry from other places. was worth $639bn (€577bn, £485bn) in 2017 and is projected to be worth A CHANGE OF SCENE $919bn (€829bn, £698bn) by 2022. Taking the HIIT class to somewhere This trend is being driven by the sunny and beautiful, combining it with desire to use travel as an opportunity to meditation, excellent food and some maintain health, reduce stress and have FRXQWU\VLGHKLNLQJRʞHUVRSHUDWRUVWKH authentic experiences. According to opportunity to engage with consumers the GWI, there’s a misconception that LQDGLʞHUHQWZD\IURPLQWKHVWXGLR wellness travellers are a small, elite and allowing them to create memories and wealthy group of leisure tourists, but in form friendships, which will build brand fact, this is a broad and diverse group loyalty and improve retention. of consumers with many motivations, Canny operators have realised interests, and values. this: Third Space, SoulCycle, Digme

54 January 2020 ©Cybertrek 2020 7KLUG6SDFH(VFDSHVȷʛUVWORFDWLRQZDVWKH$WODV0RXQWDLQVLQ0RURFFR

Retreats and BLOK all launched retreats H[WUHPHO\EHQHʛFLDODQGFDQUHVXOWLQ businesses last year with intentions to meaningful transformations.” build on them in years to come. But retreats aren’t a new thing. Independents AUTHENTIC EXPERIENCE have long been using them as a way to This year Caws is taking groups to engage with their clients. Spain, Portugal and Bali. Often he teams London-based PT and ChiRunning XSZLWKORFDORSHUDWRUVWRRʞHUWKH coach, Gray Caws, has been organising H[SHULHQFHVXFKDV0LQGIXOQHVV7UDYHOV retreats for a number of years, as he “My 1:1 clients often or Run the World Adventures. Although realised taking his clients somewhere SHRSOHGRQȷWQHFHVVDULO\ZDQWOX[XU\DQG GLʞHUHQWIRUDIHZGD\VLVDQH[FHOOHQW arrive a bit stressed with many will be willing to share a room with way for them to progress their skills. a stranger, they do have a checklist. “My 1:1 clients often arrive a bit their heads full of work, “Getting the location right is stressed, with their heads full of work, or whatever else is going important, as this is part of the appeal,” or whatever else is going on with their says Caws. “In Portugal, we’re staying in lives and it takes them a while to focus on with their lives and the mountains, with good running trails, on the session,” he says. “But retreats it takes them a while to and in Spain, we have access to the Costa literally give them the space and the time Brava, medieval villages and forests. WROHDUQDQHZVNLOORUGHYHORSDQH[LVWLQJ focus on the session” $XWKHQWLFLW\LVDOVRNH\)RUH[DPSOHLQ one. Plus the change of environment and Bali accommodation is basic and the food taking them out of their everyday lives is Gray Caws simple, but it’s traditionally Balinese.”

©Cybertrek 2020 January 2020 55 75(1'6

Nahid De Belgeonne, creator of The Human 0HWKRGUDQKHUʛUVWUHWUHDWLQ3XJOLDODVW\HDUDQG KDVWKUHHPRUHSODQQHGIRU

The itinerary needs to be a balance 7KH+XPDQ0HWKRGUHWUHDWVLQYROYH RIIXOʛOOLQJDFWLYLWLHVEXWLQFOXGHHQRXJK PHGLWDWLRQUHVWRUDWLYHDQG\RJDQLGUD GRZQWLPHIRUSHRSOHWRUHFKDUJH VZLPVWUHDWPHQWVRUVLPSO\O\LQJLQD DQGDVVLPLODWHZKDWWKH\ȷYHOHDUQHG KDPPRFNȺ,ZDQWHGWRFUHDWHVRPHWKLQJ )LQDOO\WKH\QHHGWRIHHOVRPHVRUWRI which cosseted my clients and their WUDQVIRUPDWLRQZKHWKHUWKDWEHQDLOLQJ EXUQHGRXWQHUYRXVV\VWHPVDQGUHPLQG DWULFN\\RJDSRVWXUHRUKDYLQJDQ them what it was to be in harmony with HSLSKDQ\GXULQJDPRXQWDLQKLNH “I wanted to create WKHLUERGLHVȻVD\V'H%HOJHRQQH LIFE DETOX something which cosseted SOUL FOOD 1DKLG'H%HOJHRQQHFUHDWRURI7KH %RXWLTXHʛWQHVVEXVLQHVVHVDUHEXLOW +XPDQ0HWKRGKDVDKLJKʜ\LQJFOLHQWHOH my clients and their burned RQUHVSRQGLQJWRFXVWRPHUQHHGVDQG RIIDVKLRQHGLWRUV$OLVWDFWUHVVHVDQG out nervous systems and RSHUDWRUVZKLFKKDYHODXQFKHGUHWUHDW FLW\&(2VIRUKHUUHVWRUDWLYH\RJDDQG RSHUDWLRQVDOOVD\WKH\ȷYHEHHQGULYHQWR EUHDWKZRUNFODVVHV6KHUDQKHUʛUVW remind them what it was GRVRE\IHHGEDFNIURPPHPEHUVZKR UHWUHDWWR3XJOLDODVW-XQHZKLFKVROGRXW to be in harmony with ZDQWZD\VWRHQJDJHZLWKWKHEUDQG LQPLQXWHVRIEHLQJDQQRXQFHGDQG EH\RQGWKHIRXUZDOOVRIWKHVWXGLR now has three more planned for 2020 in their bodies” 6RXO&\FOHKDVWHDPHGXSZLWKOX[XU\ 6RPHUVHW2[IRUGVKLUHDQG3RUWXJDO WUDYHOFRPSDQ\%ODFN7RPDWRWRUXQ Ⱥ7KHVSHHGLHURXUOLYHVEHFRPHWKH Nahid De Belgeonne 5HWUHDWVE\6RXO&\FOH3LORWVZHUH PRUHLWVHHPVZHQHHGWRGHWR[IURP KHOGODVW\HDULQ$XVWLQDQG7H[DV+LOO WKHPȻVD\V'H%HOJHRQQHȺ:HOOQHVV FRPSULVLQJPLQGIXOQHVVH[HUFLVHV UHWUHDWVDUHDJUHDWZD\WRNLFNVWDUW want a break from their families and EUHDWKLQJZRUNVKRSVVSLQQLQJFODVVHVDQG \RXUKHDOWKJRDOVRUOHDUQDQHZVNLOORU SDUWQHUVEXWGRQȷWZDQWWRIHHOORQHO\ VWDUJD]LQJE\WKHFDPSʛUH GLVFLSOLQH7KH\DSSHDOWRSHRSOHZKR They can also be a healthy holiday option ,QODXQFKLQJWKHYHQWXUHWKHQ OLNHWRWUDYHORQWKHLURZQEXWOLNHD ZKHQWUDYHOOLQJZLWKIULHQGVLI\RXGRQȷW &(20HODQLH:KHODQVDLGȺ:LWK VWUXFWXUHWRWKHLUWUDYHOVRUWKRVHZKR ZDQWWRGULQNRURYHUHDWȻ 5HWUHDWVE\6RXO&\FOHZHȷUHJLYLQJ

56 January 2020 ©Cybertrek 2020 “Third Space Escapes will take what members like about the clubs to incredible destinations, allowing them to test their capabilities in challenging, fun environments among like-minded people” Digme Retreats are held in Crete and Sicily Lauren Wilson our community another opportunity sessions, sunrise runs and hikes in the Ⱥ%\SURYLGLQJ\RXUFRPPXQLW\ZLWK to devote attention to themselves and Atlas Mountains, all backed up by cultural DOORIWKHLUQHHGVLQRQHSODFH\RXZLOO deepen their ties to one another over experiences, organic food, nutrition ultimately build loyalty and retention. the span of multiple days in a beautiful consultations, treatments and classes. Retreats provide an overall lifestyle setting, outside the day-to-day hustle.” Ⱥ+DYLQJOLVWHQHGWRPHPEHUVWKH experience to reboot the mind and body, In a mission to extend the Third decision to take the brand into adventure ZKLOHFUHDWLQJPHPRULHVRIDOLIHWLPHȻ Space experience beyond its six London travel outside the club seemed a natural clubs, the brand launched Third Space next step,” says marketing director, TOTAL IMMERSION (VFDSHVODVW\HDUNLFNLQJRʞZLWKDWULS /DXUHQ:LOVRQȺ7KLUG6SDFH(VFDSHVZLOO &RIRXQGHURI'LJPH*HRʞ%DPEHU WR0RURFFRLQSDUWQHUVKLSZLWKOX[XU\ WDNHZKDWPHPEHUVOLNHDERXWWKHFOXEV agrees retreats are all about building travel operator, Sunny Side Up. WRLQFUHGLEOHGHVWLQDWLRQVDOORZLQJWKHP community and creating unique /HGE\WZRPDVWHUWUDLQHUVWKHUHWUHDW to test their capabilities in challenging, fun H[SHULHQFHVIRUPHPEHUV'LJPHȲZKLFK ZDVDPL[RI+,,7WUDLQLQJDQGPHGLWDWLRQ environments, among like-minded people. has four clubs in London and one in

Q NAHID DE BELGEONNE’S TIPS FOR A SUCCESSFUL RETREAT:

O A great venue in a nourishing landscape – either on retreat etiquette, such as giving people space near forests, mountains or water – allowing for if they feel emotional on the mat, or restricting the guided walks and meditations in nature. use of mobile phones.

O An inspiring practice space, with clean O Plan a schedule and keep to it. Let everyone know equipment. when the morning bell will go, when practice starts and ends, how many practices in a day, when the O Charming venue owners, who will offer lots of downtime is, when the meal times are and when options to keep everyone happy. there’s a day off.

O A good mix of people who will rub along nicely. O Be clear on what you’re teaching, why you’re It’s important everyone is respectful and kind. teaching it and how the week will progress. Give options, so everyone feels included. O Delicious, fresh food creatively put together and artfully served. Ensure you have plenty of food, O Make sure you mark the end of the retreat and served on time with a few options for everyone. pay attention to what changes they’ve noticed and what they’ll take back home with them. O Have a welcome chat after the first dinner so Retreats are a time for reflection, so encouraging everyone has a chance to learn names and get an contemplation is a good way to affect change when overview of the week. This is the best time to agree they go back to their lives.

©Cybertrek 2020 January 2020 57 TRENDS

BLOK piloted a retreat at a former French cognac chateau

“Our retreat is about community and building skills. It’s not a bootcamp or about weight loss. Last year people were eating Magnums by the swimming pool and drinking wine in the evening, but still learning to do a crow into a headstand Ed Stanbury

Oxford UK– unveiled Digme Retreats The format involves a few hours of end of the experience economy,” says last year, saying members had requested exercise every day – starting with a run %DUU\Ⱥ&RPELQLQJ\RXUSUHIHUUHGʛWQHVV to take the workouts to sunnier climes. and meditation, followed by yoga and addiction with the complete immersion of Two are planned for next year: Crete DʛWQHVVFODVVȲDQGFRPSOHPHQWHGE\ a curated travel experience, with zealots in April and Sicily in October. “The delicious, plant-based food, designed by a just like you is an intoxicating mix.” O retreats are being curated to appeal to nutritionist to complement the training. everyone with a keen interest in health, wellbeing and being outdoors,” says BUILDING A COMMUNITY Bamber. “There will be cycling – for both Stanbury says revenue is not the driving experienced cyclists and those looking force behind this decision, it’s about Q PRICE GUIDE WREXLOGFRQʛGHQFHȲUXQQLQJKLNLQJ building loyalty, as well as engaging swimming, yoga and Gyrokinesis – or with those who live too far from the simply relaxing by the pool for those who clubs: “Realistically it will not be a huge Packages tend to include food, just want to unwind. revenue generator – we would need accommodation and exercise There is no pressure and no to run about 150 retreats a year for it but not flights, or add-ons expectation, only that you’ll relax and WREHDVSURʛWDEOHDVRXU6KRUHGLWFK such as massages or cultural have fun with others.” club running well – but the retreats activities. BLOK also piloted a retreat concept at reward loyal customers and allow us O a former French cognac estate last year. It to engage with people who don’t live Six days in Portugal, with The £1,195 will run again this year and eventually be close enough to come to the clubs.” Human Method, costs ($1,574, €1,421) grown into a sizeable arm, with 10 to 20 Is this a trend that’s here to stay? GWI . retreats a year and a permanent base. ʛJXUHVSRLQWWRWKLVEHLQJWKHFDVHSOXV O Four days in Costa Brava with Co-founder, Ed Stanbury, says it’s WKHUHWUHDWVPRGHOLVʜH[LEOHHQRXJKWREH £1,195-£1,395 a great opportunity for members to ChiRunning is SLWFKHGWRDUDQJHRIEXGJHWVDUXUDOʛHOG ($1,838, €1,658). immerse themselves in a new experience with yurts could work if done well. and meet new friends: “Our retreat is *OREDOʛWQHVVDXWKRULW\DQGDXWKRURI O Digme’s week in Crete costs about community and building skills. It’s , Emma Barry, Building a Badass Boutique £1,100 ($1,449, €1,308) for a not a bootcamp or about weight loss. cites retreats as a top trend for 2020 shared room. “Last year people were eating and HCM’s Fitness Foresight 2020 trends Magnums by the swimming pool and UHSRUWDOVRFRQʛUPVWKLV O BLOK prices start at £1,415 drinking wine in the evening, but still “Travel is the highest expression of learning to do a crow into a headstand.” luxury experience and resides at the sharp

58 January 2020 ©Cybertrek 2020 ©Cybertrek 2020 January 2020 59 Paul Bedford eases us into the new year with a look at how to tackle the competition

60 January 2020 ©Cybertrek 2020 TRENDS

©Cybertrek 2020 January 2020 61 TRENDS

Focus on increasing the lifetime value of your members

n today’s competitive market, when “Operators need to I another operator opens up nearby, you can expect to lose 20-50 per cent defend their market and of customers for a period of 6-18 months. What can you do to survive, thrive and make signifi cant gains PDLQWDLQDSURʛWDEOHIDFLOLW\E\SODQQLQJIRUDQG UHVSRQGLQJWRWKLVNLQGRIFKDOOHQJH" in both member acquisition and BLURRED LINES retention in order to survive” 7KHʛWQHVVLQGXVWU\XVHGWRFRQVLVWRIELJFOXEV Paul Bedford and small clubs; it was very linear, but now we have brands with no physical club at all, such as Gympass, ClassPass and Hussle and options O&UHDWHDGLʞHUHQWLDWHGSURSRVLWLRQIURPWKH competition in order to sustain the business in the IRUFRQVXPHUVDUHQRZVREURDGLWȷVQRORQJHU HQRXJKMXVWWRKDYHDJRRGORFDWLRQ ORQJWHUPE\VWDQGLQJRXWIURPULYDOV $GGWRWKDWWKHGLYHUVLW\ZHȷUHVHHLQJZLWK O&RQVROLGDWHDQGLQFUHDVH\RXUJURVVPHPEHUVKLS the development of facilities, such as Clip ‘n EDVHȲEHLQJWKHGRPLQDQWRSHUDWRULQ\RXUPDUNHW Climb, Bear Grylls Fitness, table tennis concept, and location will help to maintain and increase your SPIN and relaxation and meditation centre, market share &+//DQGZLWKVWUHDPLQJRIʛWQHVVQRZVR readily available, anyone and everyone can have OIncrease the lifetime value of each member – not DFFHVVWRH[HUFLVHDQGJXLGHGZRUNRXWV MXVWE\LQFUHDVLQJWKHOHQJWKRIWKHLUPHPEHUVKLS :LWKWKHLQGXVWU\HYROYLQJGLYHUVLI\LQJ or the amount they pay each month, but also by DQGQLFKLQJDVLWPDWXUHVKHDOWKDQGʛWQHVV LQFUHDVLQJWKHDPRXQWWKH\SD\RXWDVVHFRQGDU\ operators need to defend their market spend in areas such as on F&B, supplements, food DQGPDNHVLJQLʛFDQWJDLQVLQERWKPHPEHU GHOLYHULHVRUUHWDLO:LWKWKHULJKWVWUDWHJ\\RX acquisition and retention in order to survive. could have members who spend a considerable :HȷGDGYLVHFRQFHQWUDWLQJRQWKUHHDUHDV amount in your club in a short period of time

62 January 2020 ©Cybertrek 2020 SOLID BUSINESS

f you watch programmes like Dragons’ IDen or Shark Tank you’ll have realised there are ten main questions investors ask to understand if a company is a solid business or something that’s ill conceived, not scalable and won’t stand the test of time.

OWhat’s your idea, business or concept? This is your elevator pitch. You need to be able to deliver it in less than a minute, explaining what your business does, why Dragons’ Den – how do you measure up to their key questions? you’re doing it and how it can help other people; what problems does it solve? business is worth more than it actually is Sure he’s tweaked, evolved and OWhat’s your route to market? when it comes to establishing value. improved the product, but he decided to 'LʞHUHQWEXVLQHVVHVXVHGLʞHUHQWZD\VWR ,WȷVʛQGLQJWKDWEDODQFHȲWKHVZHHW do one thing and do that really well. attract customers. If you have a physical spot between what you believe it’s worth club it’s likely to be face to face walk-ins, and what others think it’s worth. It’s also ODiff erentiate or Die ʜ\HUVGLJLWDOPDUNHWLQJDQG\RXULPSDFW about cost of delivery. What does it cost $VZHȷYHVDLGEHIRUHWKHʛWQHVV sales team. For a digital brand it will be you to deliver your product or service? LQGXVWU\RʞHUVFRQVXPHUVDQHQGOHVV online and media-based. You need to Going through this process will give number of choices that range from LGHQWLI\KRZ\RXȷUHJRLQJWRʛQGDQG you a solid understanding of what ZLOGO\GLʞHUHQWWRYLUWXDOO\LGHQWLFDO attract customers. business you’re in. One of the biggest Understanding your position in the challenges we see in the industry is market, by identifying who you’re looking OWhat do you sell and operators getting sidetracked by trends, to attract and delivering solutions to for how much? thinking ‘we could do that too’, which meet their needs, is key to understanding What’s your sales forecast? How do you often takes away from the core product. KRZ\RXFDQGLʞHUHQWLDWH\RXUVHOIIURP work out your pricing? This is the most I truly admire John Treharne. He came the competition. This is the only way GLʡFXOWVWHSEHFDXVHDV\RXȷYHVHHQRQ up with The Gym Group concept and to retain and gain customers in this Dragons’ Den, people always think their hasn’t changed it fundamentally. increasingly competitive environment.

John Treharne had a clear vision in building The Gym Group

©Cybertrek 2020 January 2020 63 TRENDS

Brand like 1Rebel stand out because of the way they teach classes 10 THINGS TO DIFFERENTIATE YOUR BUSINESS

Each will enable you to stand out from your rivals. Mix them up to create your positioning

Market a speciality – focus on Establish your brand positioning – developing a niche product, as 1 where do you sit within the market? 6 Concept2 and Soul Cycle have done

%HʛUVWWRPDUNHWȲMXVWDV+RRYHULV Be preferred – are you the product that synonymous with vacuums, so Spinning 2 people choose over all the others? 7 is commonly used for indoor cycling

Aim for attribution ownership, think Les Be great at what you do. Brands like 3 Mills for structured workouts, Mercedes 1Rebel stand out because of the way 8 for engineering, Ferrari for speed they teach classes

Focus on leadership – are you a Create the latest trends – get inspired respected in your market? Do people 4 by something up and coming 9 admire and follow what you’re doing?

Reference your heritage – think Gold’s Look back as well as forwards: think 5 or David Lloyd Leisure. Can you trade Dr. Martens, which were popular in the 10 on being well established? 70s and are now back as a trendy brand

64 January 2020 ©Cybertrek 2020 HOW TO WIN IN A COMPETITIVE MARKET

efending yourself against 'HFLGHZKDW\RXȷOOGRWRGLʞHUHQWLDWH ACTION Dcompetition by working where and position yourself to stand out. Decide if you’re going to change your it’s coming from and what the new Establish what budget you’ll need to cope PHPEHUVKLSRʞHULQJ,IVRWUDLQDOOVWDʞ FRPSHWLWRUȷVGLʞHUHQWLDWRUDQG ZLWKWKHLPSDFWRIORVWPHPEHUVVWDʞDQG so they can explain why it’s changed. Be proposition is. This is the only way additional marketing. Calculate what you honest and use a consistent message WRHʞHFWLYHO\PDQDJHWKHLPSDFWRI FDQVXVWDLQDQGZKDW\RXȷOOKDYHWRGURS throughout your PR and marketing. increased competition. You need one frictionless approach. CREATE A TIMELINE ODo your homework: find out Working backwards from when the REVIEW, REVISE, RENEW who you’re competing against competitor is due to open, establish how .HHSWUDFNRIZKDW\RXȷYHGRQHDQGKRZ OPlan your response carefully ORQJ\RXȷYHJRWWRFROOHFWLQIRUPDWLRQ numbers are changing in response. How DERXWWKHPDQGZKDW\RXQHHGWRʛQG many people did you lose last month? Work out what it would mean to your RXWDQGGHYLVHDSODQ How quickly are people coming back? UHYHQXHLI\RXORVWSHUFHQWRI\RXU Set a date for when you’ll start to Measure sales and attrition and keep an FXVWRPHUV'RQȷWIRUJHWWRIDFWRULQVWDʞ implement these tactics and create a H\HRQZKDWFXVWRPHUVDUHVD\LQJYLDDQ you may lose to the competitor too. realistic timeline for action. HʞHFWLYHIHHGEDFNPHFKDQLVP

Magna Vitae says LWKDVIRXJKWRʞD competitive threat by focusing on service

CASE STUDY: MAGNA VITAE

f your numbers aren’t changing, vision statements, core values and Evaluation and feedback tools Isometimes that equals success. H[SHFWHGVWDʞEHKDYLRXUVDQGVHWWLQJ meant Magna Vitae could also monitor Two years ago, the operating minimum service standards to be improvements in customer satisfaction landscape around some of the centres practised on a daily basis. within all areas of service. run by leisure trust, Magna Vitae, With a broad range of facilities With low cost competitors coming changed dramatically; they were no RQRʞHUVWDʞZHUHHQFRXUDJHGWR into play, Magna Vitae forecast to longer competing in the same market, think similarly around the quality of lose 4,000 members over a two-year and developed a plan to protect their interactions with customers; to period, but following the programme, themselves from competition. improve their understanding of how memberships has remained steady, Working with Paul Bedford they they could persuade them to do what and with a new centre on the cards undertook a retention review, they wanted, increase visit frequency DQGDUHʛWXQGHUZD\0DJQD9LWDHLV concentrating on their mission and and help them achieve their goals. FRQʛGHQWEXVLQHVVZLOOUHPDLQVWDEOH

©Cybertrek 2020 January 2020 65 DESIGN

We wanted to make the whole experience feel theatrical

Fitness giant Les Mills has launched three new studio spaces at its Auckland City Gym in New Zealand

he new spaces were designed by New Zealand architects Monk Mackenzie and interior designer Rufus Knight, T working in partnership with Auckland- based design studio Alt Group. According to Les Mills Jnr, who led the development of the new studios and workouts, a key objective of the project was to partner with New Zealand’s best designers to create spaces that work at both a practical and aesthetic level. “We’ve put an intimate focus on design to create the most incredible end-to-end experience for members,” Mills Jnr said. “We want people to get excited about being in these spaces, so we’ve designed them as a sensory experience. They look good, smell good, and are places they feel they belong. We want to be a cultural hub for members.” The fresh additions include a “highly tactile” functional studio – which hosts a newly-developed training workout called Ceremony – and a design-led boxing studio created around the needs of a new boxing conditioning workout called Conquer.

LARGEST IN THE WORLD The third new space is an immersive indoor cycling studio – which the company says is the largest of its kind in the world – featuring a 100-bike terraced theatre environment. It is accompanied by a wall-to-wall curved VFUHHQDQGDʛYHSURMHFWRUFLQHPDTXDOLW\ audio-visual system that delivers Les Mills’ immersive bike workout, The Trip. “We’ve designed the space so that the atmosphere is intimate as you walk into the room, the lights are low and the workout is )RUPHUWUDFNDQGʛHOGDWKOHWH3KLOOLS completely your own,” said Les Mills product 0LOOVLVWKHIRXQGHUDQG&(2RI/HV0LOOV innovation team member Adam Lazarus.

66 November/December 2019 ©Cybertrek 2019 Get more architecture and design news at CLADglobal.com

Q THE LOWDOWN

O Project Les Mills Auckland City: Boxing, functional and Architects Monk immersive cycle boutiques Mackenzie created an interior box to house O Location the new studios Auckland, New Zealand

O Client Les Mills

O Architecture Monk Mackenzie Dean Mackenzie, Hamish Monk, Mark Craven, Yiqiu Hong

O Interior Knight Associates Rufus Knight, Nathan Varga

O Branding Alt Group Rei Konza, Dean Murray

67 We’ve designed the space so that the atmosphere is intimate The architects Dean Mackenzie and Hamish Monk

“You can be a professional boxer, or never have thrown a punch, and you will always get a great workout.” As well as acting as the ‘laboratory’ space for the new training styles, the QHZZRUNRXWVSDFHVDUHWKHʛUVWVWDJH of a long-term project to transform the home of Les Mills in Auckland – which in its long history has been an industrial building, a nightclub and a boxing gym.

ARCHITECTS Rather than completely renovate the original space, architects Monk Mackenzie have designed an interior box, essentially creating a boutique gym inside a gym. The new studios are a response to changing demographics and exercise trends, as well as an aesthetic makeover of a tired area of the gym. The design of the space has been led with the expectations of the Gen Z and Millennial demographics in mind – due to the two generations currently driving PXFKRIWKHJOREDOʛWQHVVVSHQG The box-like structure containing the new Immersive Cycle studio is designed like a mini-building, with its own roof and its own acoustics. The three new studios have brought drama to previously tired “Rather than being about gyms, it was areas of the Les Mills gym about creating something experiential,” said Monk Mackenzie partners Dean Mackenzie and Hamish Monk. “We wanted to make the whole experience feel kind of theatrical, in terms of when you walk in, as well as the spaces we’ve created and the sub- spaces. The Immersive Cycle studio is theatre-like; when you are in the functional studio and the boxing studio, the lighting is calibrated to be moody. The spaces feel intimate. “It’s an inclusive space, not trying to be masculine, like many gym spaces. The brief from Les Mills was very clear about that, moving it away from being an intimidating space. The ‘materiality’ plays into that, making it feel less ‘sweaty and grunty’.” O

68 November/December 2019 DESIGN

Interior designers Knight Associates clad the cycle studio in mirrored stainless steel

The immersive cycling studio is designed to be like a theatre, with 100 bikes and a curved screen

69 WELL AT WORK

Corporate wellness is getting on to the agenda of a growing number of companies, who appreciate the fact their employees are their number one asset. Kath Hudson reports

here’s never been a more Added to this, corporate wellness important time for programmes can be a great way to employers to step in and activate hard-to-reach groups, and be T take an active hand in the first step on the ladder to better supporting the health and wellbeing of health, potentially feeding a new their workforce. Weight, mental health audience to health clubs. issues and stress levels are rising as we The opportunity exists for health struggle to keep all our plates spinning and fitness operators to go one step in our noisy, permanently on, social further than just offering discounts, by media-driven world. reaching out to employers to help As work is a big cause of stress for deliver workplace wellbeing initiatives. many people, anything employers can Many aspects of workplace wellbeing do to reduce that is very welcome. programmes require expertise,

70 CORPORATE WELLNESS

Healthy, active employees are more productive and engaged CORPORATE WELLNESS

hero CEO Joe Gaunt put together a corporate wellness strategy for Romero Insurance Brokers, which UHGXFHGVWDʞDWWULWLRQE\SHUFHQW

facilities and programmes which the The insurance industry is notorious for industry is ideally placed to deliver, such “ being highly pressured, with a high level as running clubs and on-site yoga classes. of staff turnover, but the wellbeing programme has reduced staff attrition by GOLDEN OPPORTUNITY We now see a more 70 per cent, as well as helping to attract Software company hero is working in focused and energetic a higher calibre of applicant, which also this space, creating intuitive technology has a positive impact on the bottom line. and solutions to help organisations workforce who can “We now see a more focused and support employee wellbeing. energetic workforce where people can CEO Joe Gaunt is eager to collaborate switch off when they switch off when they need to and this with the health and fitness sector, calling need to, which leads to leads to healthier and happier for operators to reach beyond their employees, both at home and in the facilities: “This is a golden opportunity to healthier and happier workplace,” says Gaunt. “The turning create genuine partnerships between point for the business was when middle operators and tech specialists, such as employees both at home managers were trained to understand hero, to offer something unique, which how to manage pressure and stress delivers on member/consumer health and in the workplace more effectively and how to best help outcomes and improves the health and and support their team members. JOE GAUNT wellbeing of our communities,” he says. “The impact good health and wellbeing hero worked with Romero Insurance HERO has on them both professionally and Brokers to put together a corporate personally has also been a major factor.” wellness strategy which includes measurable and commercial outcomes. “Romero Insurance Brokers has a INVESTING IN STAFF It incorporates a network of wellbeing strong employee wellbeing focus and we Law firm Chadwick Lawrence has also champions as well as a list of were delighted to work with them to noticed staff retention has been one of interventions, such as bi-annual health enhance and elevate all they were doing,” the first areas to bear fruit with its checks; on-site wellbeing workshops; says Gaunt. “We implemented the hero wellbeing programme, which is now into quarterly wellbeing challenges; employee Navigator platform to ensure the senior its second year. The company worked health cashback scheme; pilates and leadership team had complete visibility with Westfield Health to create a mindfulness classes; weekly walking and over the activity and could monitor and wellness programme which gives running clubs and weekly fruit deliveries. track the impact on the business.” employees access to a portal,

72 January 2020 ©Cybertrek 2020 “

The early adopters were already health conscious, but as time goes on, harder-to-reach groups have got involved LISA BAILEY CHADWICK LAWRENCE

empowering people to take responsibility for their health. “Our staff are our greatest asset, so we were looking for ways to invest in them,” says head of human resources, Lisa Bailey. “We wanted something which encouraged staff to take responsibility for their own health, and be inclusive, but which was also optional and not in any way preachy.” The programme is designed around a monthly topic which might link to a national event, such as Mental Health Awareness Week, or the season, such as combatting fatigue in February, or getting KHURFDQSURYLGHELDQQXDOKHDOWKFKHFNVIRUFOLHQWVȷVWDʞ in shape for the summer, and there is

Q WELLNESS CLASSES FOR WEWORK “

Reset LDN has announced a collaboration with workspace provider, WeWork, to deliver a full service on-site wellness programme to the company’s London offi ces. Around 40 classes a week are being off ered as part of a bespoke fitness programme for WeWork’s 6000 employees. We want to give our Held in the new state-of-the-art, on-site wellness studio, a range of classes, including HIIT and yoga, are being off ered along with other wellness members a better day resources, such as educational seminars and collaborate workshops. at work and we’re Reset LDN founder Kira Mahal says her service off ers employers a direct way to tackle workplace stress, cultivate employee excited to be able to happiness and build loyalty, and allows employees a place to release stress and build community. offer this bespoke fitness “We know from experience how demanding offi ce-based roles programme. It is great to Kira Mahal are and the eff ect this can have both mentally and physically on employees,” she says. “Our passion at Reset LDN is to encourage feel the positive impact companies to invest in the wellbeing of their employees and we believe that by creating a wellness-under-one-roof option for employers, we can remove some these classes are having of the barriers restricting a positive work-life balance.” on our community here Community manager for WeWork Daisy Anderson-Perrin says: “We want to give our members a better day at work and we’re excited to off er this programme. DAISY ANDERSON-PERRIN It is great to feel the positive impact these classes are having on our community.” WEWORK

©Cybertrek 2020 January 2020 73 CORPORATE WELLNESS

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As companies grow, it’s easier to forget that employees should always Chadwick Lawrence asked employees what activities they wanted come first. Helping members of staff achieve a healthy balance between work and their personal lives is truly inspiring and aligns well to our mission of creating a better society by helping employees succeed, in life and at work TOM O’CONNOR PERKBOX

activity to support this. For example, in company have been trained in mental advise people on getting better sleep, January there was a giving tree, for health first aid and a buddy system has which many staff have reported to work employees to bring in their leftover or been put in place to encourage people really well,” says Bailey. unwanted chocolates from Christmas to adopt a better diet. Wellness As the wellbeing programme moves and exchange them for fruit. Wednesdays were introduced, where into its second year, it’s gaining “The starting point for the programme fruit is distributed to staff. momentum and more elements are was to invite staff to fill out a Employees are encouraged to get being added all the time, including questionnaire to say what they wanted more active in a number of ways, bringing instructors in to run lunchtime from the programme and how we could including being prompted by signage to sessions focused on mindfulness, support them,” says Bailey. “And we also take the stairs, walking across the office meditation and yoga. offered one-to-one health checks. to see colleagues personally as opposed Experts in nutrition talk about diet and “We found the early adopters were to sending an email; having both financial experts advise people on how the people who were already health standing and walking meetings; standing best to manage their money. There will conscious, but as time goes on, the desks and the launch of a walking and also be an on-site smoothie-making bike. harder-to-reach groups have started to running club. All employees have also “It is still early days when it comes to get much more involved.” been given a pedometer, whether they measuring the impact of the programme joined these clubs or not. at Chadwick Lawrence, but the first MENTAL HEALTH FIRST AID “In the questionnaires, sleep came up thing we noticed was that it has really A wide range of wellness initiatives have as an issue which people wanted to get helped with recruitment and we’ve been introduced to support the body help with, so we got the Sleep Geek gained a reputation for being a good and mind. All line managers in the into the office for four sessions to employer,” says Bailey.

74 January 2020 ©Cybertrek 2020 Employee programme Stepathlon aims to break the cycle of sedentary behaviour and help people take responsibility for their health through nutrition guidance and challenges, including taking 10,000 steps a day.

According to Perkbox, In response to its annual colleague 61 per cent of the health survey, supermarket giant UK’s workforce Tesco is off ering all staff from head offi ce to delivery is disengaged drivers discounts to health and the resulting and fi tness facilities absenteeism, employee through the Gympass platform. This will be turnover and retraining supported by wellness costs the economy events to encourage £340bn a year. staff to get more active.

Accenture has worked with mental health charity, Mind, to train more than 1000 members of staff to be mental health allies, which intends to create a culture of openness regarding mental health and normalise the conversations.

PERKS OF THE JOB This initiative has been enthusiastically including in The Sunday Times ‘Best Although health and fitness operators embraced by The Gym Group Small Companies to Work For’ report, can help businesses to deliver these employees, with a log-in rate of 95 per and become the first fitness operator programmes, it’s also important to cent and more than 6,000 perk to achieve the Investors in People Gold make sure your own workforce is redemptions, including for free coffees, Standard accreditation. supported, especially as being a PT or discounted cinema tickets and savings Enterprise customer success director instructor is a high energy job and on Apple products. at Perkbox, Tom O’Connor, says: “As helping others can be draining. Added to this, The Gym Group companies grow, it’s easier to forget Low cost gym operator, The Gym employees receive free gym membership that employees should always come Group, has been motivating its for themselves and a family member or first. Helping members of staff achieve a employees through its partnership with friend, a cycle to work scheme and healthy balance between work and their Perkbox, an experience platform set up employee share scheme. personal lives is truly inspiring and aligns to engage employees, and make them As a result of this partnership with well to our mission of creating a better feel valued, by offering discounts to a Perkbox, the gym operator has been society by helping employees succeed, range of products and services. recognised on several occasions in life and at work.” O

©Cybertrek 2020 January 2020 75 Running is one of the most popular activities in the gym. But are your PHPEHUVUXQQLQJHʞHFWLYHO\"

RUN RIGHT How many of your members pound the treadmill with poor technique, risking injury and hating every leaden-legged second of it? It doesn’t have to be this way according to Danny Dreyer, founder of ChiRunning, who says he can turn anyone into a runner. Kath Hudson discovers how

76 RUNNING

teach people how to run without comes from engaging the pull of gravity as using their legs,” says veteran you let the road move your legs rearward.” ultra distance runner Danny Running without any effort may Dreyer, who has created sound too good to be true, an efficient system of running (especially to those used to which incorporates principles of slogging it out) but Dreyer says t’ai chi and physics. “Imagine, if everyone can master this instead of running, all you have to effortless way of running, do is pick up your feet to keep because it’s what we all did when up with your forward fall. Danny Dreyer we were kids: before age and “Instead of using your legs to sitting down for long periods of push you forward as most people do, you time brought in stiffness and inflexibility, and engage your core and harness gravity while height created a fear of falling. running. So, rather than using your own “I wish I had a video of everyone who muscle power, your forward momentum said “I can’t run” and then six weeks later

77 Dreyer brings principles from Tai Chi into running, harnessing the power of the core and postural alignment

are running and loving it,” says Dreyer. fall,” says Dreyer. “If your body is falling “Or triathletes who come to me because forward, because it’s being pulled by they love the swim and the bike, but hate “ gravity, it can relax and you don’t have to the run, but then it becomes their push yourself forward.” favourite element. Or people who can Postural alignment is the key to getting step up from a half marathon to a full one If your body is falling this right and the technique can take a without any significant increase in effort. forward, because it’s while to nail. Dreyer says the quickest “ChiRunning really changes people’s anyone has grasped it is 30 minutes, and perception of how they can move their being pulled by gravity, the longest three months. But like a yoga body. I’ve taught all sorts of people, practise, or tai chi, it’s something which including those with prosthetic legs, hip it can relax and you you work on forever. “I’m still working and knee replacements and those who on my technique after 20 years. You have a BMI in the 30s... It doesn’t don’t have to push never perfect it, you just get better at matter what condition you’re in, we yourself forward learning,” says Dreyer. start slowly, make progress in small increments, start with ChiWalking and DANNY DREYER FOLLOW THE KENYANS gradually build confidence.” CHIRUNNING The correct position for ChiRunning is to have the body in a straight line from the HOW DOES IT WORK? ankles to the head, but slightly tipped Dreyer was a seasoned ultra runner centre, rather than relying on the weaker forward – from the ankles, not the waist. when he started bringing the principles extremities. It’s basically the same as It’s how the Kenyan distance runners of t’ai chi into his running practise and how toddlers learn to walk. move and Dreyer says this is a cultural, says it was a complete game changer, “When we’re learning to walk we find rather than a genetic, method. because he would still feel fresh at the our centre of balance and start to tip Dreyer warns against taking long end of a marathon. forward, with gravity, which is when we strides out in front of the body. Like t’ai chi, ChiRunning involves take a step to balance ourselves. So it’s Although this is a common way of harnessing the power of the core, so the about finding the sweet spot where you running, it is inefficient, leads to heel individual learns to move from the fall forward, but not so much that you striking, jarring and injury risk.

78 January 2020 ©Cybertrek 2020 RUNNING

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ChiRunning is mindful movement, the intention is to bring consciousness to whatever you’re doing, so you’re never not paying attention

People who run like this might be fast and consider themselves good runners, but their success will come from hard work, not an effortless flow, and they will likely get injured at some point. ChiRunning follows the Kenyan style, where the foot naturally hits the ground beneath the body with a mid-foot strike, followed by a long stride behind. Propelled by gravity, the heels then come up high as a by product of everything else. Dreyer encourages his clients to think about posture at all times CONTINUAL RUNNING Holding this forward position correctly takes core strength. Although some people need to take some time to strengthen the core before they can progress to ChiRunning, holding the DANNY DREYER correct postural alignment in every day life makes even the weak muscles stronger and speeds up progress. O Dreyer has raced every distance from 5k to 100 “This is neural training - the mind tells miles and has completed 43 ultra marathons with the body how to move and if it’s moving podium finishes in all but three. incorrectly the neural pathway has to be O In 2004 and 2005 he was the national age changed,” says Dreyer. “But the more you group champion (50 to 54) at the USATF train this way, the faster the old pathway National 50k Championships. will dissolve, which is why it has to be done repetitively, consistently and often.” O His fastest 50k (31.1miles) is 3:41! Dreyer says he likes his clients to practise all day every day – thinking O He has written three books: about postural alignment while standing ChiRunning: A Revolutionary Approach to in line, or working at a desk and Eff ortless, Injury-free Running whenever they walk. “ChiRunning is ChiWalking: Five Mindful Steps to mindful movement, the intention is to Lifelong Health and Energy bring consciousness to whatever you’re doing, so you are never not paying ChiMarathon: attention,” he says. The Breakthough “You’re not practising your running Natural Running style just when you’re running: sensing Program for a your core and relaxing your arms and Pain-Free Half legs can happen all day. It’s a very Marathon and different way to approach running than Marathon simply following a programme, it’s a completely holistic approach.”

©Cybertrek 2020 January 2020 79 RUNNING

The runner’s posture should be tall, straight and supported by the core

Q CHIRUNNING IN A NUTSHELL

This method is based on straight postural would be to their benefit and to yours, as they alignment, around the centre line and working won’t wind up injuring themselves and having to from the core. So every time the foot hits the cancel their membership. ground, the runner’s posture stays tall, straight, There are a number of ways to engage with the and supported by the core. The body is tipped concept. Firstly, you could train one of your staff forward, which allows gravity to provide the up to be an instructor and then run individual or momentum for the movement, rather than the group running classes, or guided walks. muscles having to generate it. The instructor training courses take four to six Arms are used as a counter balance to the months to complete. Most of it is home study with forward pull of gravity and swing rearward to a four day workshop at the end. There are now control that balance point. It’s all about effi ciency some 200 instructors in 23 countries. Go to www. of movement, so arms need to cooperate with the ChiRunning.com or www.ChiRunning.co.uk to find legs, otherwise the legs will have to work harder. out about your nearest course. The body must be as streamlined as possible If you would like to empower your members to go and all parts moving in the same direction. on their own ChiRunning journey, there’s an online Cadence should fall between 170 and 180 steps subscription to The ChiRunning school, where per minute, with the legs acting like pendulums subscribers can access one lesson a week, with a swinging from the hips. 10 minute video to watch and an audio download to ENGAGING WITH CHIRUNNING AND talk you through the lesson while you run. CHIWALKING There are a number of coaches around the If you have members who believe they can’t world, or if people want to deal with Dreyer run, find it a struggle or want to improve their himself, he offers virtual coaching. People just performance to take part in a distance run or have to send him a video of them running and he triathlon, pointing them in the way of ChiRunning will critique it via a Zoom call.

80 January 2020 ©Cybertrek 2020 The FreeRunner™ treadmill is a revolutionary indoor running experience.

The heart of this new experience is the patent pending HexDeck System, featuring an aluminium deck supported by a proprietary, hexagonal polymer suspension system.

The result is unprecedented cushion and responsiveness, for a feel that test users describe as “easy on the joints” and “like running on a track.”

For more information email: [email protected] and quote HCM

www.corehealthandfitness.com Swim England research found that GPs have many patients they would like to refer to aquatic classes

Water-based health and rehab classes have been shown to be a popular and effective way to get inactive people and those with health issues into beneficial physical activity. We find out more from the people and groups leading the way...

82 January 2020 ©Cybertrek 2020 AQUA HEALTH

wim England’s 2016 research highlighted a significant need for aquatics- based GP Referral offerings; health professionals said they would have, on S average, three people each month to refer to aquatics, with some suggesting they would refer up to 50 a month. Ninety-two per cent also said they would recommend self-referral if it were available. The benefits are clear to see. The properties of water, particularly buoyancy and resistance, make exercise accessible to people who may struggle to exercise effectively on land, where bearing one’s own weight could cause significant discomfort. The water’s natural buoyancy supports a person’s weight, reducing the amount of stress that’s placed on joints, enabling them to exercise more efficiently and with less pain. But how does delivery of aquatic activity for health differ from an aqua- aerobics class, and how is it uniquely positioned to help people with specific health issues? HCM invesigates

ALL BUOYED UP suited for conditions where Aquatic activity for health should be overheating is a symptom, including specifically tailored for people who the menopause and pregnancy. suffer with pain, have a disability or are However, Swim England’s research weakened due to injury. Aquatic found there was a lack of specific activity has proven value in helping training for fitness professionals, with with conditions including back pain, 84 per cent of leisure operators fibromyalgia, osteoarthritis, expressing a need for an aquatic rheumatoid arthritis, hip and knee element to GP referral courses. replacement (both pre and post- In answer to the research, Swim surgery), other musculoskeletal England worked with its partner, the conditions, including amputees and Institute of Swimming, and the Aquatic people who have had a stroke. Therapy Association of Chartered It’s also ideal for people with Physiotherapists to develop an aquatic mental health issues, such as anxiety exercise qualification for GP referral and/or depression, and perfectly instructors to upskill the sector.

©Cybertrek 2020 January 2020 83 Fitness instructors can take the Aquatic Activity IRU+HDOWKTXDOLʛFDWLRQ

NEW QUALIFICATION customers from being a ‘patient’ to being Following a Swim England Water “ an active participant. Standing upright in Wellbeing pilot scheme, the Aquatic water alone has a physiological effect on Activity for Health qualification (AAFH) the body that increases cardiac output, so was launched in April 2018, and has since the water helps with fitness before been taken up by over 100 instructors. tailored movements and exercises are Rebecca Cox, managing director at even introduced.” Institute of Swimming says: “Aquatic Aquatic rehabilitation is The Institute of Swimming’s Level rehabilitation is uniquely positioned to uniquely positioned to three Aquatic Activity for Health offer physical activity that is accessible to qualification is suitable for instructors all. Our Aquatic Activity course is a offer physical activity already holding a Level three exercise bolt-on qualification that builds on the referral qualification or for Level 3 GP Exercise Referral qualification, that is accessible to all. physiotherapists who want an bridging the gap between dry and introduction to water. water-based exercise. Once qualified, REBECCA COX instructors can create tailor made INSTITUTE OF SWIMMING TAKING THE PLUNGE exercise plans for referral patients; this Active Nation’s Bitterne Leisure Centre isn’t an aqua fit class, the highly in Southampton took part in Swim knowledgeable instructors assess a Sarah Cox is a chartered England’s Water Wellbeing pilot. Karen person’s individual needs and develop a physiotherapist who specialises in Tillyer, health and wellbeing lead for customised exercise programme for them. rehabilitation and aquatic physiotherapy, Active Nation says: “There are a lot of “Suitable for a range of mild to and one of Swim England’s approved people who cannot exercise dry side moderate health conditions, the tutors for the two-day, face-to-face because they can’t weight bear or their qualification allows fitness professionals qualification. She explains: “The movements aren’t symmetrical – they to take land-based fitness knowledge and qualification’s challenging content focuses may have had a stroke, so they’re prone skills into aquatic environments, making on teaching instructors to understand the to falling. When I saw there was an best use of available space in pools and principles of exercising in water, and what opportunity to bring functional exercise supporting people to get the best happens to the human body in water. The into the water I just thought, why outcomes in terms of their health.” aim is to allow instructors to take referral wouldn’t you? There are a lot of people

84 January 2020 ©Cybertrek 2020 AQUA HEALTH

successful in getting people with long who need to be moving more, and “ term conditions, injuries and mobility currently can’t; and this gives them the problems active through water sessions. opportunity to be physically active. Matthew, 33, is bi-polar and suffers “We design a customised exercise plan from an anxiety disorder which caused for each of our referral patients, so even him to become agoraphobic. He was though you might have half a dozen shut away in his home day after day, with people in the water at one time, all The qualification’s little or no contact with the outside appearing to do the same thing, challenging content world and was referred to the scheme everyone is actually doing something after a routine appointment with his GP. completely different, which has been focuses on teaching Matthew says: “I was in a very bad uniquely tailored for them.” place, both mentally and physically. My One of Active Nation’s aqua-referral instructors to understand GP diagnosed me with type two patients, Paul, says: “Since I was a child diabetes, high blood pressure and high I’ve had a long term, chronic back the principles of cholesterol – and this was when my condition called Ankylosing Spondylitis. exercising in water, and referral was made. I was inspired to try This effects my spine and gradually fuses the Hydro Health scheme as I used to it if I don’t keep active. The sessions at what happens to the scuba dive and thought it would remind Bitterne Leisure are fantastic. Since me of this. I can now walk to the starting the aqua functional training I’ve human body in water supermarket, my range of movement has managed to reduce the drugs I’m taking. improved and I’ve dropped 25kg. My With a back condition, at the end of the SARAH COX diabetes, blood pressure and cholesterol day you get tired and the pain kicks in, so CHARTERED PHTSIOTHERAPIST are within the normal range. My mental it’s very difficult to get to sleep. By doing health has also vastly improved. These these exercises I can get a good night’s classes mean the world to me.” sleep and at the same time reduce my ALL IN THE MIND drugs, it’s a winner all round. The staff Active Luton operates a ‘Total MAKING WAVES are great and informed and the exercises Wellbeing Luton Scheme’, including Other operators offering a variety of build up too, so you are gradually Hydra Health, which can be accessed by health-related aqua programmes include growing your confidence.” GP or self-referral and has proved Trafford Leisure, which launched its

Patients referred to aqua health schemes report less pain and better mental health

©Cybertrek 2020 January 2020 85 Whereas aqua aerobics classes are dominated by women, aqua health classes are also popular with men

Water Wellness Class in April 2019 at its Altrincham Leisure Centre. Trafford Leisure’s Swim Well manager, Lee Pickford, says: “What’s so fantastic about aquatic activity is that participants don’t need to be able to swim to get benefit from the class. The exercises are performed in a very controlled environment, so they feel safe and not out of their depth. Our customers tell us how liberating coming to the pool is. It’s also very sociable. Since the launch we regularly have over 30 people in the “

class, all with a variety of health local midwives particularly recommend What’s really positive conditions including diabetes, knee them for pregnancy related pain. injuries and even a gentleman with a Hill says: “The sessions are extremely is the number of men, broken back. It really is the missing piece rewarding and the highlight of my week. to our referral fitness offerings.” They’re really beneficial for both the particularly the over 60s, Altrincham Leisure Centre also holds pregnant women and their babies. that have taken these weekly pregnancy aquatic physiotherapy Pregnancy puts a lot of additional stress and midwife-lead pre-natal classes, run on a woman’s body, and many women sessions by Sarah Hill, women’s health suffer with pelvic girdle pain, sciatica and physiotherapist at the Pennine Care NHS aches in the upper back, lower back and JASON BAILEY Foundation Trust. The drop-in sessions, ribs, as well as the swelling in hands or HEALTH AND WELLBEING part funded by the NHS, are designed for feet and water retention.” women from 14 weeks pregnant to full The classes concentrate on muscle OFFICER, OCL gestational term. Anyone can join, but strength, flexibility, cardiovascular fitness

86 January 2020 ©Cybertrek 2020 AQUA HEALTH

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The sessions are extremely rewarding and the highlight of my week. They’re really beneficial for both the pregnant women and their babies Aqua health sessions are SARAH HILL popular with adults, who then WOMEN’S HEALTH bring their children along PHYSIOTHERAPIST, PENNINE CARE NHS FOUNDATION TRUST

and pelvic floor exercises. Tailored to in a swim suit. There’s a lot of work in those new to exercise and those each woman’s bespoke needs, the pairs and groups to help build returning to exercise after a break. They exercises can help reduce gestational friendships and create a social peer are also suitable for people with long diabetes, improve ease of labour, network. Another exciting outcome is term medical conditions and for people flexibility, movement and sleep, and help the women intending to bring their that have come to OCL through the prevent pregnancy-related constipation. babies to swimming lessons once Oldham Exercise Referral Scheme or the Hill continues: “The classes have a they’re born, reinforcing the belief that Reach Exercise Referral scheme through positive influence on the women. During exercise and aquatic fitness is beneficial their GP or other medical professional. pregnancy a woman’s body changes a lot. at every stage of one’s life.” Jason Bailey, health and wellbeing This can affect concentration, energy officer at OCL says: “As participants levels, physical ability and an individual’s ALL EQUAL IN THE POOL have a variety of health and movement confidence. We’ve worked hard to Oldham Community Leisure (OCL) has complications, we restrict the size of create a safe and judgement-free space, been running three Aqua 4 Health classes to ensure everyone is given where women can enjoy a structured circuit-based sessions a week across its sufficient guidance. What’s really positive class and feel confident in the water and sites since September 2018; designed for is the number of men, particularly men over 60, that have taken these sessions. Our traditional aqua-aerobic classes are dominated by women, whereas Aqua 4 Health engages both men and women equally. We’ve also found Aqua 4 Health to be a gateway to swimming, which is fantastic.” Ali Noyce, health and wellbeing manager at Swim England concludes: “It’s vitally important that the pool isn’t seen as off limits to anyone, and so it’s encouraging to see leisure operators embracing a positive and inclusive culture around poolside activity. From running disability sessions or pool time for people with dementia and their carers, Participants don’t need to keeping changing rooms clean and to be able to swim to get welcoming, having trained staff to use hoists and providing towel hooks at the EHQHʛWIURPDTXDFODVVHV pool side, we must remove barriers, both physical and mental, to people accessing water, as being in water just makes you feel better.” O

©Cybertrek 2020 January 2020 87 FITNESS-KIT.NET Find out more – go to fitness-kit.net and type the fitness-kit keyword into the keyword search PRODUCT INNOVATION

Lauren Heath-Jones rounds up the latest product launches in health and fi tness

Auro democratises personalised training, explains Anta Pattabiraman

uro, a fitness carried out both inside tech start-up, or outside the gym, range A has developed a from outdoor running, motivational app that walking, treadmill, X-trainer, delivers audible on-demand strength training, spinning, workouts and classes. rowing, yoga and stretching. Developed by a team Workouts are designed to of personal trainers, the be delivered audibly, so that classes, which can be users don’t get distracted by having to look down at a screen during their workout, although it does feature images and gifs to demonstrate form and Auro delivers on-demand audio classes technique of exercises. Auro features patented AI-based algorithms that members in the UK, yet I fundamentally believed analyse multiple input only 250,000 use PTs this could be changed and streams in order to ‘hyper- because of the cost. Without wanted to make personalised “I wanted to make personalise’ the experience. personalised instruction, instruction available to all.” personalised instruction Auro CEO and co-founder many people get demotivated to one and all” Anta Pattabiraman says: and don’t make the most fitness-kit.net ͙͋͗ͅ͏͒̈́ Anta Pattabiraman “There are 9.7 million gym of their gym membership. AURO

3DYLJ\PȷV:(;2ʜRRULQJZRUNVIRUSHRSOHDWDOOOHYHOVRIʛWQHVVVD\VKenny Wattam

looring specialist and weightlifting flooring metabolic training zones are Pavigym has to provide stability and carpeted with turf, which F developed a new cross resistance, as well as reduce offers both impact and training flooring concept noise and vibration without dragging resistance. that enables operators the risk of splitting or to offer different types warping, says Wattam, while fitness-kit.net ͙͋͗ͅ͏͒̈́ of circuit training, such the functional, athletic and PAVIGYM as weightlifting, athletic, metabolic and functional “Wexo is durable, strong exercises, in a single space. and feels good to the Called WEXO, the concept features different ‘zones’ trained athlete” for different exercises, with Kenny Wattam each fitted with one of three Pavigym flooring solutions; simplicity of the markings weightlifting, S&S and turf. and the ease of being able Kenny Wattam, sales to see where they need to go director for Northern UK & next and perform different Ireland at Pavigym, says: exercises on the floor.” “Wexo is durable, strong The weightlifting and and feels good to the strength zones – located at trained athlete, while the the centre of the concept Functional, athletic and metabolic zones are turfed average user really likes the – are fitted with S&S

88 January 2020 ©Cybertrek 2020 )XQ;WLRQȷV2QOLQH&RDFKLQJ7RRORʞHUVȶUHVXOWV focused support’, according to Ernst De Neef

unXtion has created a The platform offers new online platform for high-quality content and F personal trainers. personalised advice that Called the Online can be tailored to members’ Coaching Tool, the new goals. Using it, trainers can platform is designed to monitor clients’ progress, enable personal trainers adapt their training plans to to work more effectively ensure improvements are by increasing their contact made and keep members time with their clients. engaged by identifying areas on which to focus and offering support. Other features include a chat function, allowing Trainers can monitor clients’ progress using the platform for 24/7 connectivity, as well as a training plan in touch with your clients They want professional, editor, which enables 24/7 is a necessity and no personal support that’s trainers to manage, edit longer an optional extra.” affordable, results-focused and share training plans “With this tool, clubs and delivered digitally at to groups and individual can now deliver a superior their fingertips. This tool “Being able to stay in members. There’s also service by providing more also provides an additional a recipe database. efficiency at a lower revenue stream and is a contact with your members Ernst De Neef, FunXtion cost. Clients across all strong retention tool.” 24/7 is a necessity and no CEO, says: “In this modern demographics are more longer an optional extra” world, where connectivity demanding when it comes fitness-kit.net ͙͋͗ͅ͏͓͒̈́ Ernst De Neef is king, being able to stay to their exercise experience. FUNXTION

Vitapure BodyShake system generates extra revenue for gyms, says Ian Webb

he Vitapure Drinks Vitapure founder and Company, creator of MD Ian Webb said: “The T the Vitastream system, beauty of this combined has developed BodyShake, hydration and protein a drinks machine that concept is that it helps dispenses protein shakes. gym members achieve their Designed to complement fitness goals and rewards the Vitastream system forward-thinking gyms with and create additional additional revenue. revenue streams for clubs, “We wanted to help gyms “We want to help gyms the BodyShake system and health clubs eliminate and health clubs eliminate offers low sugar, low single-use plastic water the use of single-use calorie protein shakes and drinks bottles” plastic water and drinks in a number of different Ian Webb bottles. The touch screen- flavour options that users operated Vitastream Drinks can mix to create their own Station delivers a positive customised shake. drink bottles sold in gyms. environmental message, The shakes are also It has a small footprint, reducing carbon footprint free from fat, aspartame needing just 1 sq m of through removing the need and sweetners, as well space, and requires only for packaged drinks.” as allergens such as soy, a power supply, water wheat, eggs and milk. supply and internet fitness-kit.net ͙͋͗ͅ͏͒̈́ The system, housed in connection, enabling VITAPURE a touchscreen unit, was operators to track stock developed to reduce the levels and solve any The machine dispenses a number of single-use technical issues remotely. range of protein shakes Directory

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