Health Club Management October 2014

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OCTOBER 2014 No 218

A weighty The social problem network The battle to combat Making social media childhood obesity work for you

ON THE COVER AMEN ISEGHOHI on his back-to-basics approach to ﬁ tness

Health Club Management is IHRSA’s European Strategic Media Partner

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Embracing active design

eople should be active every day, with And about a bridge in Reykjavik, opportunities to do so designed into the very Iceland, which is usually lit blue, but P fabric of our environments and our daily lives. where each section turns pink as That was the clear message of last month’s you step on it; run across it fast and inspirational Active by Design Summit, organised by the you can turn the whole bridge pink. UK’s Design Council. So how might this look in practice, If we can make our streets more appealing and even fun and what does it mean for health club operators? to use, we stand a chance of getting many more people The event showcased an array of thought-provoking active: as Transport for London’s Lucy Saunders pointed initiatives and brought together experts from a wide out, even the so-called ‘hard to reach’ groups all have to use range of potentially collaborative fields. Leading architects our streets – so that’s where you start getting them active. and local council members alike spoke of the need And this is where gym operators need to see the bigger for cities and streets to be designed with humans, not picture. There may be some opportunities to get involved efficiency or cars, in mind. Active commuting was another topic, with initiatives such as Act Alarm clock grabbing the imagination – an alarm clock that varies the time Even the so-called ‘hard to it wakes you depending on the weather forecast, and reach’ groups all have to use our whether you’ll therefore be able to walk to work. streets – so that’s where you Active commuting is an area where we’re already seeing positive initiatives. The Atlanta BeltLine is one great US start getting them active example (see p73), while in the UK London mayor Boris Johnson has set out plans for two new cycle superhighways running from north to south and east to west London. straight away – get your members to play Run an Empire But it’s not just about active commuting: as KaBOOM! and keep an updated map in the club, for example, or CEO Darell Hammond urges on page 64, every city needs make your outdoor workouts more play-based. to be a playground, with play happening everywhere and But essentially operators need to understand they’re just for everyone. And indeed a handful of speakers at the one piece in the jigsaw – never have I been clearer on that Summit focused on this. We heard about Pop-Up Parks than after this Summit. If we join the movement to get our with active games designed into them. About a new GPS- cities designed with physical activity in mind, in the long based, real-world strategy game – Run an Empire – where run we may benefit as people reach a level of fitness where you ‘own’ areas near you by physically running around they feel ready to try a gym. In the meantime, let’s lead by them, but where other people can take them off you by example and not – as in one photo we were shown at the doing the same, so you have to run again to claim them Summit – have escalators to bring members into our clubs. back. About StreetGym’s use of street furniture such as bollards and cycle racks for a novel style of workout, and Kate Cracknell, editor about slides in London and swings in Montreal – for adults. [email protected] @HealthClubKate

To share your thoughts on this topic, visit www.healthclubmanagement.co.uk/blog

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October 2014 © Cybertrek 2014 Read Health Club Management online at healthclubmanagement.co.uk/digital 5 Welcome to Health Club Management is IHRSA’s European HEALTH CLUB MANAGEMENT Strategic Media Partner

p62 We showcase three initiatives designed to get kids more active

p36 Amen Iseghohi on setting up Amenzone Fitness p76 Have you made sure your staff and members are safe in your gym? Contents 05 Editor’s letter 26 ukactive update 42 Offshore fitness Even so-called hard to reach groups CEO of ukactive David Stalker Alison Bledge examines how the have to use our streets, so that’s looks ahead to this year’s ukactive offshore industry is managing the where we should start getting them National Summit wellbeing of its workers, and looks active, says Kate Cracknell at a gym installed onboard the 28 IHRSA update floating hotel Safe Scandinavia 10 Letters Findings from the 2014 IHRSA The NICE guidelines on exercise Health Club Consumer Report 46 Gymtopia series referral schemes are changing, but A sense of purpose clubs should not be put off, says 31 Diary dates UK-based Mosaic Spa & Health Stuart Stokes of Refer-all Are you ready for IHRSA’s European Clubs is working with a charity in Congress and SIBEC Europe? Uganda to rediscover the company’s 12 News round-up mission. Ray Algar reports Fitness First revs up its rebrand, LA 34 Everyone’s talking about... fitness launched second LAX club, Expanding overseas 48 Social addiction and Apple unveils its iWatch As the economy improves, will Manraaj Sunner offers his advice to fitness operators eye new markets health clubs looking to develop an 22 International news or consolidate their existing bases? effective social media strategy Boxing legend David Haye launches his flagship fitness club in Dubai, 36 Interview 52 Intelligent systems while US Fitness adds Sport & Amen Iseghohi How can health clubs better use Health’s 23 clubs to its portfolio Inspired by his childhood in Africa, the reams of data generated by Amen Iseghohi launched a chain of their in-club software systems to 24 People news back-to-basic gyms that use recycled make smarter business decisions? Alan Holl leaves Virgin Active for TRX tyres. He talks to Magali Robathan Kate Langrish reports

6 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2014 © Cybertrek 2014 health club management Public Affairs Media Partner October 2014 VANGUARD

p82 The latest technology is powering group exercise classes to new heights p100 Selfies top the poll of peeves among gym-goers

p60 Fitness for athletes, astronauts... and now Joe Public? p70 Is better sleep a potential solution to the UK’s obesity crisis?

Reader services

56 Early start 76 Managing risk Digital turning pages Two new studies into children’s A bottom-up approach to risk See Health Club Management online exercise look at why it matters, and management can work for clubs, healthclubmanagement.co.uk/digital how we can help ensure it happens says Right Directions’ Gill Twell in her step-by-step guide News & jobs 60 Cool customer For jobs and news visit the Health Vasper claims to reproduce the 82 Integrated technology Club Management website at effects of intense anaerobic training Technology has the power to healthclubmanagement.co.uk in just 20 minutes. We report transform group exercise classes. We speak to operators who are putting Attention buyers! 62 Child’s play the latest technology to good use Use our search engine to find A look at a selection of initiatives suppliers and get innovation updates designed to promote physical 86 Supplier showcase fitness-kit.net activity among children Recent installations by Cybex, Matrix Fitness and the D2F Group Subscribe 68 The future of fitness Sign up for Health Club Management Michael Oliver analyses the findings 93 Fitness-kit.net special at leisuresubs.com, or call: of Mintel’s 2014 Health and Fitness Studio equipment +44 (0)1462 471915 Directory

To book your space call the sales team on +44 (0)1462 431385

Clubs industry report We round up some of the latest Architects/Designers Clothing & Merchandise

LEISURE WEAR & STAFF CLOTHING SOLUTIONS

HEALTH C LUB & FITNESS DESIGNERS t 0844 344 5566 launches for your studio space Buyers’ guide www.massdesigners.comw massdesigners.com

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www Tel: 0114 251 3512 for more information. www.corporatetrends.co.uk For suppliers of products AV/Sound 70 Bidding for the Gym Starter Packs • UK & Global Sourcing & Promo Products ½ Wireless Cardio Cinema Lightmasters • Towels • DS Bags • Water Bottles Lightmasters ½ Wireless Audio for Spin Classes • Ruc Sacs • Ear & Head Phones • Padlocks ½ Full PA & AV Systems • In Stock Fast UK Delivery ½ LED & Fibre Optic Lighting Systems 01480 407727 Finance Package Available The Complete Uniform [email protected] Management Service www.lightmasters.co.uk • Dedicated Account Managers. • In-House UK Production. obesity buck 10 0 Lightweights and services in the health • Fast Lead Times. Global Audio Visual Solutions let us quote you today... www.taylormadedesigns.co.uk AV systems for leisure 01202 473311 [email protected]

t $BSEJP5IFBUSF t -&%&GGFDU GJCSFUXJOLMF t .VTJDTZTUFNT1"TZTUFNT Computer Membership Software DFJMJOHTBOENPPEMJHIUJOH t *OTUBMMFE4UVEJPTZTUFNT t -BSHFTDSFFOQSPKFDUPST t 1PSUBCMFJOTUSVDUPSTZTUFNT t .FFUJOHCPBSESPPNTZTUFNT t 8BMMNPVOUTDSFFOTBOE Kath Hudson offers an overview of Zombie races, selfies top the poll club and spa markets, t /BUJPOBMJOTUBMMBUJPOBOE EJHJUBMTJHOBHF TFSWJDFDPWFSBHF

(-0#"-"6%*07*46"-40-65*0/4-5% 5FM &NBJM*OGP!HMPCBMBWTDPVL 8FCXXXHMPCBMBWTDPVL the groups and schemes pitching to of gym-goers’ peeves, and action turn to p95 Cleaning & Hygiene www.brightlime.com

www.addgards.com help tackle the UK’s obesity crisis movies prove bad for your waistline www.legendware.co.uk September 2014 © Cybertrek 2014 Read Health Club Management online at healthclubmanagement.co.uk/digital 125

October 2014 © Cybertrek 2014 Read Health Club Management online at healthclubmanagement.co.uk/digital 7 The Team Email: contact’s full name @leisuremedia.com Subscriptions Denise Adams +44 (0)1462 471930 Circulation manager Choose how you read Download the Michael Emmerson Health Club Management latest issue +44 (0)1462 471932 Editor Kate Cracknell +44 (0)1462 471906 Editorial director Liz Terry PRINT DIGITAL PDF +44 (0)1462 431385 Health Club Management Read Health Club The magazine is also Assistant editor is available in glossy print Management free on available as a PDF Katie Barnes on subscription. You can Digital Turning Pages edition for readers +44 (0)1462 471925 sign up any time at and enjoy extra links who want to read leisuresubs.com and searchability offl ine or on a tablet News desk Jak Phillips +44 (0)1462 471938 OTHER RESOURCES FROM HEALTH CLUB MANAGEMENT Helen Andrews +44 (0)1462 471902 Tom Anstey +44 (0)1462 471916 Health Club healthclubmanagement.co.uk Katie Buckley Management Handbook Health Club Management’s website The latest industry stats, trends and features daily health club news +44 (0)1462 471936 analysis all in one place: The Health and jobs, as well as offering access Product editor Club Management Handbook is a to digital editions of Health Club reference guide and global resource for Management and links to other Jason Holland decision-makers across the industry. Leisure Media magazines and websites. +44 (0)1462 471922 Design READhttp://www.healthclubhandbook.com/digital/index1.cfm?mag=Health%20Club%20Handbookhttp://www.healthclubhandbook.com/digital/index1.cfm?mag=Health%20Club%20Handbook ONLINE Clara Nicoll DOWNLOADhttp://www.healthclubhandbook.com/pdf/HCH_2014.pdfHandbookhttp://www.healthclubhandbook.com/pdf/HCH_2014.pdf PDF http://www.healthclubmanagement.co.ukVISIThttp://healthclubmanagement.co.uk/ THE WEBSITE +44 (0)1767 769645 Web team Dean Fox +44 (0)1462 471900 Health Club Management ezine Leisure Opportunities Emma Harris The Health Club Management ezine Our sister title focuses on news, jobs +44 (0)1462 471921 brings the best of the week’s news and training. It has a daily website – Tim Nash and jobs to your inbox every Friday. www.leisureopportunities.co.uk – an +44 (0)1462 471917 Covering everything from facility ezine and an instant alerts service. openings to sector investment, public Michael Paramore policy to new research fi ndings. +44 (0)1462 471926 READhttp://www.leisureopportunities.co.uk/digital/index1.cfm?mag=Leisure%20Opportunities&linktype=LOheadhttp://www.leisureopportunities.co.uk/digital/ ONLINE Publisher http://www.leisureopportunities.co.uk/images/LO_19aug2014issue_639.pdfDOWNLOADhttp://www.leisureopportunities.co.uk/images/LO_24jun2014issue_635.pdf PDF Jan Williams SIGNhttp://www.healthclubmanagement.co.ukhttp://healthclubmanagement.co.uk/ UP HERE leisuremedia.com/subsSIGNhttp://www.leisuremedia.com/subscribe.cfm?origin=LOhead UP FOR THE EZINE +44 (0)1462 471909 Sales John Challinor +44 (0)1202 742968 fitness-kit.net Instant alerts & RSS Astrid Ros Our search engine for buyers Get the news as it happens and fi nd +44 (0)1462 471911 offers contacts and details for 5,000 out about the latest job openings and Julie Badrick suppliers. Find all the connections you tenders the second they’re posted +44 (0)1462 471919 need to streamline your buying, and online, by signing up for our free, get news via the weekly ezine. customisable instant news alerts and Finance RSS feeds. Denise Adams +44 (0)1462 471930 VISIThttp://www.fitness-kit.net/fi t n e s s - ki tTHE . n e t WEBSITE Rebekah Scott leisuremedia.com/subsSIGNfi t n e s s - k i t . nUP e t FOR THE EZINE http://www.leisureopportunities.co.uk/detail1.cfm?pagetype=rss&sSIGNhttp://www.leisuremedia.com/subscribe.cfm?origin=LOhead ubject=NONE&codeID=0&newssearch=NONE&companyID=NONE&world_regioUP HEREn=NONE&company=NONE&products=NONE&prodcat=NONE&keywords=NONE&mag=NONE&dom=N +44 (0)1462 733477

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October 2014 © Cybertrek 2014 Read Health Club Management online at healthclubmanagement.co.uk/digital 9 OCTOBER 2014 LETTERS August

October WRITE TO REPLY 20142013

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

Driving participation through local sport I read with interest your news story ‘Too few community sports facilities in the UK’ from July 25, in which a cross-party committee of MPs expressed concern over the declining number of affordable, flexible community sports facilities in the UK. It encouraged communities, local authorities and sports clubs to take a more creative approach. While I agree a collaborative approach is needed, it seems there’s little acknowledgement of the successful work leisure trusts are already doing to provide inexpensive, accessible sporting facilities across the UK. As a newly established trust, TMLT is already making headway: the most recent Sport England Active People survey showed a 4.65 per cent increase in participation in our area between 2006 and 2014.

PICTURE: WWW.ISTOCK.COM/CANDYBOX IMAGES WWW.ISTOCK.COM/CANDYBOX PICTURE: The committee believes locally Leisure providers should digest the new NICE guidance and seek advice organised, locally promoted sport seems the most promising way of increasing participation. We couldn’t Don’t let new guidelines put agree more. We would encourage Sport England to actively promote you off exercise referral the work done by trusts and involve sporta members in the debate about I read with interest the new draft NICE the service provider should work with how we can all do more. guidelines for exercise referral schemes. their commissioner to agree on a Changes to these services can be a suitable solution for any gaps. Martin Guyton daunting prospect for leisure providers, The suggested new guidelines, an CEO, Tonbridge & Malling Leisure not least because – as they dwell in the update of those from 2006, suggest that Trust (TMLT) medical rather than the leisure realm – an exercise referral service shouldn’t many will have been unaware they were be commissioned unless the scheme

even in the offing. As a result, they may collects a minimum amount of data that PICTURE: WWW.ISTOCK.COM/BIKERIDERLONDON come as an unpleasant surprise. can be externally verified. If concerned Often this creates a knee jerk about external verification, service reaction, with wholly viable programmes providers should be aware that this can simply stopping what they are doing be done by the commissioner of the because their service suddenly doesn’t service, a university or other academic meet the new guidelines. It’s crucial that institution, or even a company that providers of these essential programmes provides exercise referral solutions. realise they don’t need to do this. Most importantly, don’t panic. Above all, Before taking such radical action, make sure it’s possible to demonstrate take time to thoroughly digest the the effectiveness of the programme. guidance. Some services may not need to make any changes, but if changes Stuart Stokes are required, they must be identified; Creative director, Refer-all Trusts make an impact locally

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E: [email protected] T: 01509 274440 UK news update

Exercise holds the key Treharne: Indies should lobby to wine vs CVD debate The oft-cited maxim that a daily glass of wine can help stave off cardiovascular disease (CVD) may only be true when matched with physical exercise, according to a new study presented last month. Ever since the early 1990s, evidence has been put forward to further the argument that moderate consumption of red and white wine can help increase levels of productive HDL cholesterol and reduce markers of atherosclerosis, the clogging of arteries through fatty deposits. This latest piece of research has sought to directly observe the relation between red and white wine on markers of atherosclerosis over a long-term period. It found that pairing exercise with red wine may help to lower a certain type of cholesterol, with the authors concluding there may be “some synergy”, but that Treharne says the fragmented nature of the sector means it’s important to lobby at all levels exercise was the more important factor. Details: http://lei.sr?a=G8f4M The Gym Group CEO John Treharne has through reducing VAT on gym memberships highlighted the role individual MPs can play in or incentivising employers to subsidise fitness lifting physical activity up the political agenda, programmes,” Treharne told HCM. noting that lobbying local representatives He said the fragmented nature of the UK gym GP champions benefits can be a particularly effective means for sector means it’s vital discussions are taking of exercise prescription independent gyms to make their voices heard. place both at government and local level. “I think With less than a year until the general nationally, ukactive is an effective representative election, Treharne said it’s important that of the major players, but 80 per cent of UK politicians recognise the role the health and gyms are small independents, making them fitness industry has to play in reducing the difficult to mobilise,” he added. “For these strain on the NHS, noting that now is the businesses, I think lobbying local MPs to get time to reiterate the case for physical activity. behind physical activity is the most effective “It’s a pity the government doesn’t do more way to ensure that policymakers take note.” to support the physical activity sector – be it Details: http://lei.sr?a=g2P2u

Walking could be prescribed as treatment Second LAX site launches in South Ken The NHS should look to prescribe walking as a medical treatment for certain patients, LA fitness has converted its according to a GP whose practice has flagship South Kensington club yielded positive health benefits from into the chain’s second LAX

PHOTO: WWW.SHUTTERSTOCK.COM/ PRESSMASTER WWW.SHUTTERSTOCK.COM/ PHOTO: ‘exercise on recommendation’. site, signalling its commitment Dr John Morgan says that, after starting to driving forward with the to suggest exercise and walking a decade new premium brand. ago, his patients’ health improved and there The £500,000 refurb of were fewer hospital admissions. the site follows the launch Following an audit of his practice by of the first LAX in the City students from Manchester University, it was last year, marking the latest found that a number of patients had found chapter in LA fitness’s relief from chronic illnesses and disorders. battle to banish the blues For example, 29 per cent of patients who of its recent CVA (company were prescribed exercise at the practice voluntary arrangement). were able to give up antidepressants, with Dubbed a “new breed of A new 230sq m functional training floor has been added 92.5 per cent also reporting improvements gym”, the LAX concept has in their mood. As well as reduced blood been designed specifically with time-pressured sessions. The sessions have been added to the pressure for most people, other findings professionals in mind and offers small group existing timetable, meaning there are now 80 showed that 61 per cent lost weight and 84 training sessions in the functional area and trainer-led classes offered for free, including per cent exercised more than recommended. on the gym floor in the shape of LAX20 yoga, pilates and Zumba. Details: http://lei.sr?a=T8D6m and LAX30 – short, high intensity workout Details: http://lei.sr?a=u2d2d

12 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2014 © Cybertrek 2014 News and jobs updated daily on www.healthclubmanagement.co.uk

Edited by Jak Phillips Email: [email protected]

Fitness First revs up rebrand Cycling more popular than ever, says research Fitness First will double the pace of its UK and Australia club transformation programme – citing encouraging business results – as the gym chain bids to ignite a roaring recovery. The company is reporting the first growth in UK membership since 2009, with revenues up by between 5 to 15 per cent in each of the 19 UK clubs to have been rebranded so far this 45% of Londoners are frequent cyclists year, prompting the decisive march forward. As a result, Cycling in the UK is more popular than 66 UK clubs and 50 clubs in ever, with a 14 per cent increase in bike Australia will be transformed sales over the last five years causing the by the end of 2014. market to grow from £639m in 2008 to Of the rebranded sites, two £754m in 2014, according to new research. of the outstanding performers In the year that saw Yorkshire host the have been the Tottenham start of the Tour de France, participation Court Road and South has grown across the country, with 35 Kensington clubs. Encouraged per cent of adults describing themselves by this, Fitness First is now as cyclists and a further 31 per cent saying looking for potential sites in they would consider cycling in the future, central London, amid plans to according to research from Mintel. open up to 10 new clubs over Details: http://lei.sr?a=z9m3M the next five years. CEO Andy Cosslett is intent on rejuvenating the business This strategy came swiftly into force with September’s launch of the us and opening a hi-tech club like Bishopsgate, new flagship Bishopsgate Fitness First, which our seventh club in the square mile, further Short bursts of exercise is the gym chain’s first new health club opening stakes our claim as the capital’s top fitness still effective, finds study since its scrape with administration in 2012. brand,” said Fitness First CEO Andrew Cosslett. “London has always been a strategic focus for Details: http://lei.sr?a=j4P6D

Tesco leads charity wellbeing campaign

Tesco has teamed up with Diabetes UK and the British Heart Foundation to form a charity partnership aiming to raise millions of pounds to promote healthy living. Short bursts were shown to be beneficial The new partnership aims to take on two of the UK’s Exercise may not be the all or nothing biggest killers – cardiovascular health remedy some consider it to be, with disease and Type 2 diabetes brief bursts of moderate physical activity – by focusing on ways to still contributing to increased longevity, encourage healthy eating according to a new study published by the and healthy cooking habits, Journal of the American College of Cardiology. including making it easier to Despite 150 minutes of moderate- choose foods lower in sugar, Sweets will be removed from checkouts as part of the pledge intensity exercise still being the saturated fats and salt. recommended minimum weekly amount, The ultimate ambition for the partnership is the two charities. The new partnership forms the research found that just five minutes of to be a force for positive change in the health part of putting into practice Tesco’s pledge last aerobic exercise each day could cut risk of of the nation. It will launch in early 2015 and year to help customers and colleagues live heart disease-related death by 45 per cent will see Tesco, its customers, colleagues and healthier lives, through a range of initiatives. and other diseases by up to 30 per cent. suppliers aim to raise millions of pounds for Details: http://lei.sr?a=w7Y2P Details: http://lei.sr?a=u7d8U

October 2014 © Cybertrek 2014 Read Health Club Management online at healthclubmanagement.co.uk/digital 13

UK news update M3 INDOOR CYCLE Industry leaders back NFD 2014 M5 ELLIPTICAL AIR RESISTANCE RANGE

Fitness sessions took place across Britain in a bid to get the nation moving

An industry-wide coalition of physical activity First, Lifestyle Fitness, Gym Group, Places advocates urged Britons to lace up their for People, Pure Gym and Spirit Health trainers and get moving on 26 September Clubs were just some of the major fitness as part of National Fitness Day – the largest providers inviting the public to try a variety celebration of physical activity in the UK. of free sessions at more than 1,000 sites – Founded by the énergie Group and from indoor cycling, exercise to music classes co-ordinated by ukactive, the event saw and swimming to yoga, boot camp and pilates. thousands of people don their exercise gear “We’re a nation that just sits down too and flock to gyms, health clubs, leisure centres much. There’s a multitude of reasons for that, and parks around the country to take part in but right at the top of the list are lack of free ‘Power Half Hour’ exercise events, such as accessible opportunities to exercise and lack Les Mills’ city centre classes in three locations. of motivation,” said David Stalker, CEO of Better Gyms, British Military Fitness, Club ukactive and director of National Fitness Day. Company, énergie, Everyone Active, Fitness Details: http://lei.sr?a=D4b8N

Peppa Pig to ‘inspire’ active toddlers

Leisure operator Places for People is to harness the “Prior to the purchase of our new ubiquitous popularity of Peppa indoor cycles, I considered all Pig in a bid to banish inactivity aspects of the equpipment. among children under five. Service, durability, reputation, Entertainment One – I\KNL[HUKKLZPNUHSSPUÅ\LUJLK creator of the all-conquering our purchasing decision. I liked IP – has teamed up with the design of Keiser’s M3 Bike and its functionality. Keiser’s Sales activity programme design Representative was also very start-up Tumuv to produce knowledgeable about the product the new Move with Peppa and the service Keiser offered us programme, which will begin ^HZX\PJRHUKLMÄJPLU[¹ to be rolled out across Places for People Leisure centres Sharon Salmon during January 2015. The 45-minute sessions will ‘inspire both parent and child’ Fitness Centre Manager Stoke-on-Trent College Designed to build Sports Academy motivation, physical confidence, co-ordination “Despite the rising level of inactivity in under- and balance among two- to four-year-olds, the fives, there’s a surprisingly limited amount of six-week programme will include a range of physical activity provision for this age group,” Keiser UK Ltd activities, a ‘Peppa Steppa’ exercise routine and said Tumuv founder Holly Woodford. 0845 612 1102 an incentivising awards scheme. Details: http://lei.sr?a=R4a5P @KeiserUK October 2014 © Cybertrek 2014 www.keiseruk.com INDEPENDENT

Independent news OPERATOR FOCUS

The Academy Harrogate Scarlets kicks off in new gym gets £500,000 makeover The Academy Health Club in Harrogate Welsh rugby union team Scarlets have been hack squat machine – to allow the players has undergone a comprehensive gym gearing up for this season’s on-field battles to replicate game-related movements – and refurbishment which cost £500,000. in the Guinness Pro12 League in the club’s a bespoke platform for Wattbike testing and The refit saw the addition of Technogym’s newly-refurbished performance gym. general cardio work. The centrepiece of the premium ARTIS line of equipment, including Wales-based strength and conditioning facility is a customised 25m (82ft) track, the new OMNIA functional training solution equipment specialist Absolute Performance featuring AP Evolution turf, enabling the squad for small group training. Work on the gym (AP) has carried out a major revamp of the to use conditioning sleds indoors, as well as refurbishment began on 15 August and the gym used by the Llanelli club’s first team and perform specialist sprints and drills. gym re-opened on 1 September, thanks to academy squad. AP created the strength and “Our experience of working with elite clubs well-planned work which took just 16 days. conditioning facility using high-performance such as the Scarlets means we can react quickly “We are proud to be the oldest, most flooring and custom-built equipment from to deliver outstanding facilities for our clients,” established and most experienced club in the company’s AP Power Series, as well as by says Absolute Performance elite sport division Harrogate. We have a constant commitment renovating existing equipment. New training consultant Simon Britton. to offering members the best experience equipment includes a heavy-duty leg press, a Details: http://lei.sr?a=z4t3x from start to finish, whatever their choice of activity,” says The Academy Health Club MD Philippa Shackleton. “With this, our fourth gym refurbishment over the years, we can safely say this exclusive installation puts us among the most up-to-date and technically advanced gyms in the country.” Details: http://lei.sr?a=T5V6h

Gym creates beastly boot camp obstacle course

Scarlets’ Phil Day trains alongside forwards conditioner Ian Gibbons in the new gym

Staff showcase the new workout circuit Olympian Kate Haywood becomes PT One of the south-west’s largest independent health clubs has teamed up with a local Double Olympic swimmer timber merchant to produce a boot camp Kate Haywood has swapped obstacle course designed to push even the the famous rings for REPs by fittest of gym-goers to the limit. embarking on a new career Fountain Timber has created a series of as a fitness instructor. bespoke ‘arm-numbing and leg-trembling’ Former BBC Young Sports outdoor fitness stations in the grounds of Personality of the Year, theclub at Cadbury House in Congresbury. Haywood – who represented theclub is the first venue in the country Team GB at the Beijing 2008 to showcase Fountain Timber’s new designs, and London 2012 Olympics which include a three-metre climbing wall, – has launched Straightline parallel bars, varied height chin-up bars, Energy fitness sessions, which balance beams and monkey bars. will be held in parks across “Boot camps have grown in popularity Wandsworth, London. because they’re a great way to get in shape,” Haywood has taken her Haywood won medals in breaststroke for Great Britain says Tom Horton, fitness manager at theclub. knowledge of fitness and “This new course will drive participants nutrition from her days as an Olympic either new to fitness or seeking to reach new even further. The exercise stations are all athlete and, having qualified as a REPs trainer, goals. The variety of workouts on offer cover numbered, so people can participate in developed an extensive training programme to areas including strength, speed, endurance, more varied boot camps all year round.” get Londoners fit and healthy. The sessions are aerobic and anaerobic training. Details: http://lei.sr?a=S5q4R designed to challenge and push those who are Details: http://lei.sr?a=h7G9W

16 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2014 © Cybertrek 2014 ALL NEW!

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NEW FITNESS APP NEW SUBSCRIPTION MODEL

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sŝƐŝƚǁǁǁ͘ĮƚŶĞƐƐͲĨǆ͘ĐŽŵŽƌĐĂůůϬϴϰϱϮϱϳϴϱϳϯ News and jobs updated daily on Technology news www.healthclubmanagement.co.uk payasUgym targets Bitcoin payments for gyms

Online gym pass provider payasUgym.com will soon begin testing Bitcoin as a form of payment across its network, paving the way for more than a third of UK gyms to be able to sell membership via the cryptocurrency. The news marks a major step forward for the fitness industry, making it a relatively early adopter of a digital currency described by Bill Gates as a “technological tour de force”. Launched in 2009, Bitcoin is the ‘currency of the internet’ and has brought benefits to numerous industries, as it negates bank charges and currency exchange fees. With more than 2,200 gyms and health clubs available through the recently-launched payasUgym marketplace – a shop window for operators that also offers thousands of independent gym reviews – customers would be to use the online tool to quickly compare gyms in their area and then use Bitcoin to pay for their gym pass or membership. PayasUgym co-founders Jamie Ward (left) and Neil Harmsworth (right) Details: http://lei.sr?a=f5A9Q

RunKeeper to reward Long-awaited Apple Watch unveiled users with workout gifts

Fitness tracking application RunKeeper has partnered with mobile reward service Kiip to give users gifts and brand samples when they reach their exercise goals. The offering comes as a number of technology producers turn to the carrot and stick method for motivating fitness enthusiasts and people trying to lose weight. In the latest move from RunKeeper, users will receive a pop-up congratulations message and the opportunity to click- through to redeem their gift when they The Apple Watch will achieve certain goals. Initially the service ship in the early part of will offer 10 gifts and rewards, with 2015 for a base price of smartwatch manufacturer Pebble, Quaker US$359 (€270, £216) Oats and P&G’s Secret Deodorant among the first brands to join the programme. Details: http://lei.sr?a=W7f7P Apple pulled back the curtain on its long- As predicted, the watch features photo- awaited Apple Watch at a special launch event sensitive sensors on its back to help record at the Flint Center in California, US, with the pulse information, while connectivity with an new device featuring a whole host of health iPhone allows wifi and GPS usage to keep track and fitness-related functions and features. of movement, pace and distance travelled. The watch interface features a home screen Apple has also looked to incorporate third with a number of customisable applications, party developers to interact with the watch with users simply touching the screen to select using its WatchKit platform, with some of their desired app. However, the brand has also the early adopters working with the device introduced its own digital crown wheel that including the likes of Facebook and Twitter. sits on the side of the watch, which functions Other fitness features on the watch include as a scroll wheel to view users’ messages or an accelerometer to measure total body zoom in and out of the display without them movement as well as the quality and intensity having to obstruct the screen with their fingers. of movements made. The device is due to ship The crown also serves as a home button to in early 2015, priced US$359 (€270, £216). Achieving fitness goals unlocks free gifts take users navigate back from an app. Details: http://lei.sr?a=b7J4X

18 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2014 © Cybertrek 2014 YOUR ULTIMATE FUNCTIONAL TRAINING ZONE.

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Star Trac lands exclusive Parkour set to vault into gyms Fitness First deal Star Trac has secured a global Spinner bike Parkour Generations (PG) is hoping to give their comfort zone using the fundamentals of contract with Fitness First, as the health club a leg-up to the increasingly popular parkour movement, all in an accessible environment. giant bids to hasten its planned expansion. training discipline by launching its new The programme encompasses jumping, The three-year global agreement covers MOV’ concept, a group exercise programme climbing, running, vaulting and balancing, which the UK, Asia, Australia, Germany and India designed for health clubs and leisure venues. its developers say leads to greater fitness and promises to include over 1,500 bikes MOV’ is based on the practice of parkour levels, muscle strength and confidence. – including the new Spinner Blade IONTM, – which has expanded substantially since its “Parkour is an art of movement, a Spinner Blade, Spinner NXT and the development in France in the late 1980s – holistic training discipline that allows for eSpinner. The contract value is undisclosed. and has been designed by PG to bring the free movement through and over terrain,” In addition to the contract, Fitness First excitement and spontaneity of parkour into says Dan Edwardes, co-founder of PG. “We will also be a Star Trac partner for a variety health clubs and expose it to a wider audience. have designed MOV’ with differing modules, of new products and will provide extensive The new functional training programme – so there will be a programme to fit each feedback to assist Star Trac’s product team comprising five different modules – has been operator’s needs or individuals goals.” in current and future development. designed to encourage people to step out of Details: http://lei.sr?a=D6t7g Following Fitness First’s recent announcement regarding expansion plans in Asia, it comes as no surprise that Asia will receive the largest number of Spinner bikes, with an estimated total of 800 units to be delivered for new sites in Hong Kong, Indonesia, Malayasia, Singapore and Thailand. Details: http://lei.sr?a=B7h3k

Technogym lands Rio 2016 Olympics contract

Parkour has risen remarkably from humble underground roots to mainstream popularity

Technogym will fit a total of 16 venues Trott joins Matrix Fitness cycling team The first Olympic Games to take place in South America will see all athletic Laura Trott, one of the stars preparation centre fitness equipment of the London 2012 Olympics, supplied by Technogym, after the Italian giant has joined the Matrix Fitness won an exclusive contract for Rio 2016. -Vulpine cycling team. The deal is the company’s sixth Olympic As well as the sporting partnership, in a fruitful and long-running prowess Trott offers, Matrix relationship which has seen Technogym Fitness managing director supply every Olympic Games since Sydney Jon Johnston believes there is 2000. The company was also the Athletes’ “no better person to inspire Village equipment supplier for the recent youngsters to get active”. Commonwealth Games in Glasgow. Trott, the current British In Rio de Janeiro, Brazil, Technogym road race champion, will will provide a full range of equipment for join the team at the start of the main 2,000sq m (21,527sq ft) training 2015, with Matrix Fitness- centre at the Olympic Village in Barra da Vulpine recently announcing Laura Trott will be inspiring young people to get active Tijuca, open to all athletes taking part in its intention to register as a the Games. It will also fit 15 centres with UCI professional team next year. awareness of the benefits of physical activity, equipment-filled warm-up areas specifically Johnston says Trott is an ambassador for and improving participation levels in sport designed for the different disciplines at the cycling, and a role model for young people, and fitness, particularly among young people, competitions venues. who “shares many values and objectives” in addition to addressing gender inequalities. Details: http://lei.sr?a=B8m2d with Matrix Fitness. These include increasing Details: http://lei.sr?a=V5V8A

20 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2014 © Cybertrek 2014 We’re No.1 in lockers and cubicles. Here’s why.

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GoodLife ventures into budget club sector Dubai flagship for David Haye

Canadian operator GoodLife has unveiled Boxing legend and two- plans to expand through growth of its time World Champion current GoodLife Fitness club model, in David Haye has launched a addition to setting its sights on a new low- flagship Hayemaker Gym in cost model, Fit4Less by GoodLife. downtown Dubai, with plans GoodLife plans to have 50 Fit4Less clubs to expand across the wider by Christmas and intends to grow to 500 GCC and Middle East. Fit4Less clubs nationwide. The ultimate goal The high-end venture is is to have over 1,000 clubs in Canada under to include a boxing ring, the GoodLife umbrella, which includes functional training zone for GoodLife Fitness, Fit4Less, and Énergie a wide range of HIIT classes, Cardio and EconoFitness in Quebec. group exercise studio, cycling Details: http://lei.sr?a=y4n6H studio and a gym equipped with Technogym Artis stations, according to the website. Members signing PHOTO: WWW.SHUTTERSTOCK.COM/FEATUREFLASH HealthCity launches up to a VIP package can even genetic testing enjoy personal coaching and training sessions with David HealthCity has launched a personalised Haye throughout the year. training offering that’s based on members’ As part of the gym’s genetic responses to exercise and diet. ‘everything on tap’ philosophy, The DNAFit test – which won Spark members will receive a of Innovation at this year’s ukactive Flame Hayemaker Gym wristband awards – is now offered by HealthCity in to gain entry to the club, all its clubs in the Netherlands and France. secure a locker and permit The DNAFit Diet and Fitness tests scan cashless payment for snacks up to 45 gene variants linked to a body’s and drinks within the club. capacity to cope with training and food. It can also be used at the Haye plans to open clubs across the GCC and Middle East The tests reveals whether you may be in-gym restaurant, Bench, to best suited to endurance exercise (heavy buy more substantial post-workout meals. Beyond the opening of the first site, there cardio) or power exercise (weights and “Having been a frequent visitor to are plans to expand into a number of smaller sprints), how much recovery time you Dubai, I know it’s a city where people specialised units such as boxing studios and need between training, your risk of soft demand the best and where they come to hypoxic training facilities. tissue damage, and what kind of diet would improve their lives,” said Haye. Details: http://lei.sr?a=j9d4b best assist with weight loss. Details: http://lei.sr?a=X9K9h It’s all go at Finland’s GoGo Express

Asia Pacific survey: Finland’s GoGo Express budget chain is set to Both clubs will measure 1,200sq m, with A pathway to profit open two new clubs, taking its estate to a total large gyms offering CV equipment, pin-loaded of nine clubs. One of the new sites is located resistance and big free weight areas. Showers The annual Fitness Industry Survey, in Tampere, which already has five GoGo and locker rooms will also be available, but – conducted by Ezypay Australia, has Express clubs, with the other in Jyväskylä. as with the other GoGo Express clubs – there identified an untapped opportunity for will be no group exercise. gyms in Asia Pacific to sell personal training. The Jyväskylä club, opening The 2014 survey reveals that across the this month, will be equipped five countries surveyed – Australia, New by gym80 for resistance and Zealand, Singapore, Malaysia and Hong Star Trac for CV, while the Kong – more than half of gym member Tampere gym – opening in respondents (54 per cent) have never used November – will be kitted the services of a personal trainer. out by Precor and Star Trac. In Hong Kong, 33 per cent of gym Membership costs just members have worked with a PT at least €18 a month on a 12-month once. In Singapore the figure is 23 per cent, contract, while PT costs €18 and in Malaysia just 20 per cent. a session. In spite of these low New Zealand leads the way, with 56 per costs, the gym is staffed at all cent of members having used a PT at least times. There’s also plenty of once, with Australia logging 46 per cent. parking for members. Details: http://lei.sr?a=E6R8C GoGo Express clubs offer large gyms but no group exercise Details: http://lei.sr?a=H2n3Y

22 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2014 © Cybertrek 2014 News and jobs updated daily on www.healthclubmanagement.co.uk THE PREMIUM FLOORING Edited by Kate Cracknell. Email: [email protected] SOLUTIONS. US Fitness boosts empire

US Fitness has announced it has added Sport & Health’s 23 clubs to its portfolio. US Fitness was formed in 2011 as a partnership between industry veterans Kirk and John Galiani and New Evolution Ventures TECHNICAL FLOORING SOLUTIONS (NeV). It currently develops large multi-purpose clubs under its Onelife Fitness brand, of which there are nine locations with a further three under construction. It also operates five Crunch clubs in Virginia and Washington DC, with “many more” planned. Meanwhile Sport & Health, founded in 1973, has 23 full- ENDLESS DESIGN POSSIBILITIES service health and fitness clubs – 20 owned, three managed – in and around the Washington DC metropolitan area under the leadership of Mark Fisher (CEO) and Scott Thomas (CFO). The Galianis will be the co-executive chairs of US Fitness, while Fisher and Thomas will be named CEO Galiani brothers Kirk and John will be co-executive chairs and CFO respectively. INTERACTIVE & FUN FITNESS Rapid growth of US Fitness is now planned. management team, and infrastructure to Kirk and John Galiani commented: “Sport & accelerate our growth through greenfield Health provides us with a broad platform in expansion and acquisition.” a major metropolitan area, an experienced Details: http://lei.sr?a=T5Y5d

Genae: Fourth club open, fifth planned

French operator Genae Club has added a fourth club to its portfolio with the acquisition THE FUNCTIONAL PROGRAM FOR EVERYONE of a 2,400sq m facility from health club brand Elixia. The club in Lyon, France, State-of-the-art ﬂooring. was rebranded overnight and Technology and opened on 1 August with the programming solutions that Genae pricing structure – drive excitement, down from €80 a month on a engagement and 12-month contract as Elixia, to participation to new levels €49 a month on a no-contract in your ﬁtness facility. basis and a pay-by-the-hour system for classes. It offers three studios, gym, The Genae model includes a pay-by-the-hour class system spa area, pool and restaurant. Equipment is currently supplied by Technogym, Elixia will continue to operate its two other PAVIGYM UK but Genae has confirmed it will continue its clubs in Lyon, and has plans to open one or partnership with Precor and Life Fitness. two further clubs by the end of 2015 – also 01223 969 970 Genae is already planning its fifth location, in the greater Lyon area. www.pavigym.com set to open next year in Toulouse. Details: http://lei.sr?a=C8v5X October 2014 © Cybertrek 2014 Pavigym People news Holl quits Virgin to join TRX

Body weight training supplier TRX has and innovation, and his arrival offers a sizeable announced the appointment of Alan Holl – boost for TRX’s growth ambitions. previously head of fitness at Virgin Active UK “I’m extremely passionate about credible and – to operate as senior director of the Europe, progressive fitness training and education, so Middle East, Africa and India (EMEAI) region. this role at TRX provides huge synergy as the Holl has held senior fitness roles in the company’s education, product and programming health club sector, with both Fitness First and is central to core values,” says Holl. Virgin Active, having previously had a 13-year As well as driving the delivery of education career in the British military. In his most and programming in his new role, Holl is Marshall hopes to make an instant impact recent role with Virgin Active, Holl made a key charged with accelerating TRX’s expansion contribution towards product development into the EMEAI region. His task includes Marshall back in the ensuring the distribution strategies are led saddle at Gladstone with a consistent approach, and that the TRX brand is prominently positioned at the ‘front Andrew Marshall is back at leisure and centre’ of the functional training sector. management software firm Gladstone Paul Zadoff, TRX president, adds: “Alan Health and Leisure after a two-year break. brings with him a unique blend of experience, Marshall has returned as regional sales making him a significant new addition to our manager for the South East of England, team. He has proved himself as an expert in having previously headed up the South fitness business management, education and West and Wales regions for eight years. programming. These are all elements we hope Marshall had been working as the will drive TRX further within EMEAI and I look business development manager for the forward to working with Alan.” leisure division of Omnico Group before Holl will lead TRX’s charge into EMEAI Details: http://lei.sr?a=r6A7B returning to Gladstone, providing valuable experience of working in vertical markets like entertainment, hospitality and retail. Details: http://lei.sr?a=R7F2e Anderson named Fitness First CMO

Fitness First has appointed David Anderson as chief marketing officer to lead the latest phase of its brand transformation. Anderson is thought to have impressed group CEO Andy Cosslett during the pair’s time together at hotel chain InterContinental Hotels Group (IHG). Both joined IHG in 2005 and worked together for six years before Cosslett stepped down, later taking up the reins at Fitness First. Anderson subsequently worked for Virgin Australia Airlines, where he was general manager for brand strategy and performance, Bowman joined Wexer last month responsible for developing the company’s customer, product and service strategy. Bowman swaps Fit For Following strong results revealed in Sport for overseas post September, Fitness First announced plans to double the pace of its club rebrand roll-out to Fit For Sport commercial director Paul reach 155 clubs globally and more than half a Anderson worked with Cosslett at IHG Bowman has left the company to take up million members by the end of 2014. a new post with virtual group exercise Anderson will be expected to help nurture access to personalised fitness plans, expertise provider Wexer Virtual. the company’s ongoing recovery and comes and wide range of detailed feedback. Bowman, who joined Fit For Sport at a time when the group is undergoing a “David played a key role in the growth of in January 2013, departed last month £270m global makeover, implementing a IHG’s brands, including InterContinental, and to become the new global sales and widespread training overhaul and planning helped design the system that commercialised marketing director at Danish company major expansions in Asia. Building on them to great success,” says Cosslett. Wexer. The role will see Bowman taking on this platform, Anderson will be leading an “His time working with some of the world’s responsibility for all international markets, ‘innovation agenda’ to create added value best-known customer-facing businesses makes with a large emphasis on the UK/European services, new fitness products and brand him ideally suited to lead the next phase of market, as he looks to support Wexer campaigns. Central to this will be the launch Fitness First’s journey from a traditional gym Virtual’s ambitious global expansion plans. of a new fitness app and digital platform in business to a 21st century fitness brand.” Details: http://lei.sr?a=m6P6m January 2015 that will give members constant Details: http://lei.sr?a=d2C2V

24 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2014 © Cybertrek 2014 GLADSTONE PROMOTION

All 1610 sites will soon be using the MobilePro app ON THE APP AND UP One of the early adopters of the Gladstone MobilePro platforms such as Facebook and Twitter. This is certainly a development area for app explains how it has improved their business us, as it has great potential for improving retention and brand loyalty with our s an established Gladstone So far, there have been over 1,700 online audience, as well as generating customer, 1610 had a very downloads and this continues to grow new custom by social referral. clear reason for wanting to at a steady rate as new customers join We have found the Web Cockpit be an early adopter for the our facilities. One site – Trinity Sports content management system very easy Acompany’s MobilePro app: by the start and Leisure in Bridgwater – has had an to use, and we have trained a nominated of this year, over 60 per cent of hits especially enthusiastic response, with person at each centre to keep the on our website were already coming almost 50 per cent of its membership app updated. The ability to add global through a mobile or tablet device. This database having downloaded MobilePro. content is a bonus as it means we don’t equated to about 17,000 visits a month What’s more, since we launched the have to add new content multiple times. and 204,000 visits a year, and the figures app, online group exercise bookings And because Plus2 and Connect are were growing month on month. have increased by an average of 200 fully integrated into MobilePro, the Yet despite these impressive statistics, per cent across all four sites. At app automatically updates the class the number of online bookings remained Castle Sports Centre in Taunton, in timetable when any changes are made very low, which we put down to the particular, online bookings have risen via the main system, saving staff time complicated process of booking via a by an incredible 1,000 per cent, and and reducing the risk of errors. mobile device. It was clear we needed a last month 92 per cent of all bookings We’re also big fans of the reporting mobile app of our own if we were going at that site were made online. Front-of- feature, which has been very useful in to keep up with our customers’ needs house teams have also reported taking identifying what content our customers and demands. far fewer phone bookings, freeing up are engaging with at each site. What we liked about MobilePro was their time for other duties. We now plan to roll the app out to six the fact that it was fully integrated into In addition to the success we’ve more sites by the end of the year, and to Gladstone’s Plus2 member management had with online bookings, the app’s all 1610 sites within the next 18 months. and Connect online booking systems, push notiﬁ cation feature is proving to meaning that customers could access be an invaluable tool for improving Rebecca Sawtell, 1610’s head of real-time information when booking communication with customers, as well marketing and communications and paying for group exercise classes as helping centres to promote up- online. We were also hopeful the coming events, new offers, new classes simple navigation would encourage or special opening times. For more details on Gladstone more people to book in this way, easing Although it’s not an area we’ve MobilePro app contact: pressure on our front-of-house team. fully utilised yet, there is also some TEL +44 (0)1491 201010 We launched the app last February great functionality within the app for EMAIL [email protected] in four of our 19 sites across Somerset, customers to share information with WEB www.gladstonemrm.com Dorset and Devon with fantastic results. family and friends on social media

October 2014 © Cybertrek 2014 Read Health Club Management online at healthclubmanagement.co.uk/digital 25 health club management ukactive update Public Affairs Media Partner VANGUARD Approaching the summit

ukactive CEO David Stalker looks ahead to this year’s ukactive National Summit

t’s hard to miss how far physical activity has risen up the political agenda over the last year. There’s now a government strategy, ‘Moving More, Living More’, which aims to do exactly what the title Isuggests. Public Health England’s Physical Activity Framework, launching later this month, will give advice and examples of good practice in designing physical activity back into everyday life to tackle the inactivity pandemic. And ukactive’s own Turning the Tide of Inactivity report has helped to keep the issue front of mind among decision-makers. This year’s ukactive National Summit – which takes place on 13 November – will be the pinnacle of a year’s work in moving the debate on physical activity to the top of the government’s health agenda. It offers us the chance to take stock

of these developments and scrutinise /ANDREW BASSETT SHUTTERSTOCK.COM PHOTO: the intentions of our political leaders Collecting an evidence base on the effectiveness of physical activity programmes is key regarding incorporating physical activity into their plans up to, and beyond, the done well and what needs to improve, as programmes being run across the country. General Election in 2015. well as giving practical examples and advice It will help other operators understand We went out on a limb at last year’s on how we can most effectively get more what they can improve/change to ensure Summit and announced that, as a nation, people, more active, more often. their own programming is as effective as we should have an ambition of nothing less The response we got from our call for possible in getting people active for health. than a 1 per cent year-on-year reduction evidence was fantastic, with around 1,000 This information is essential to ensure in the level of inactivity – something we’d case studies submitted to us from all resources are concentrated in the right calculated would save taxpayers £1.2bn in over the UK, making it one of the largest places, and to encourage the use of just ﬁ ve years. And our statement had an surveys of physical activity programmes physical activity in the prevention and immediate impact: at the Summit, Shadow ever carried out in England. Programmes management of chronic diseases. Health Secretary Andy Burnham pledged to submitted were wide-ranging in terms With the election on the horizon and make “physical activity the cornerstone of of activities offered, delivery settings, physical activity policy gathering a head of Labour’s public health policy”. participation rates and target populations. steam, this is a chance to understand the Most importantly, this survey also offers national direction of activity policy and to Gathering evidence a valuable insight into the strength of the walk away with evidence-based examples But it’s critical to keep this momentum evidence base proving the effectiveness of of how to get people active. O going, and for that to happen we need credible evidence and examples of good practice. This year we’ll therefore be revealing the findings of a recent ukactive Want to attend the summit? Research Institute-led project that The ukactive National Summit takes place in London on 13 November 2014, and identified ‘good’ and ‘promising’ practice tickets are now available. For information, please visit: www.ukactive.com/events/ from a range of physical activity providers. forthcoming-events/summit-2014 This will provide insights into what’s being

26 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2014 © Cybertrek 2014 LES MILLS PROMOTION

INSTRUCTORS THAT DRIVE YOUR RETENTION

How can you get more members attending more often and recommending your club to their friends and family? Les Mills has the answer… your instructors!

or many clubs and operators, exacting requirements, both at the start has exceeded expectations in many ways: the sole focus of efforts is of their journey and throughout.” s The group fi tness programme has F on sales and profit – that’s Initial training sets the standard: increased over 50 per cent sensible, right? There is, an intensive two days, along with s Health & fi tness income increased however, another more sustainable minimum entry qualifi cations for all over £240k in one fi nancial year way to grow membership and build a programmes, quarterly choreography s Membership base increased by more profitable business. Engaged and and music updates. Instructors can over 20 per cent regularly attending members renew their benefi t from ongoing training, including s 95 per cent of our customers would memberships, refer their friends and quarterly programme workshops and recommend the leisure trust promote their clubs – in fact, 93 per cent Advanced Instructor Modules, which Further and future development of Les Mills users have recommended focus on advanced technique training includes the implementation of further their current facility to friends and family, and specifi c programme coaching. Les Mills programmes over the coming compared to 84 per cent of other group Instructors and trainers can also attend months. Burnet adds: “If you’re fitness attendees and 76 per cent of the Les Mills GFX Series, a fi tness reading this and asking yourself, ‘can I gym attendees. So what’s the secret to festival delivering Les Mills programmes do it cheaper myself’, we’d ask you to achieving this sort of quasi sales force to thousands of instructors and fans. consider the following questions. Who and increasing retention, member and Karen Armstrong, health & fi tness will sign off your classes from a safety user motivation and results? co-ordinator for Falkirk Community and member experience perspective? The secret to success doesn’t involve Trust, says: “We launched our very How are you going to solve the rights lots of numbers and percentages. fi rst Les Mills programmes in 2013 with to music issue, as well as training, There’s one factor that will ensure class four key programmes: BODYPUMP, updates and quality assurance? success, drive attendance, member BODYCOMBAT, BODYATTACK and “Let me put it this way: would you build results and motivation: Les Mills CX WORX. Our Les Mills account your own cardio equipment? Les Mills instructors. Keith Burnet, CEO of manager supported us in gaining qualifi ed has 30 years’ experience in the business Les Mills UK, says of the instructor instructors, and in creating our timetable of developing a world class group tribe: “Les Mills instructors come with and marketing materials and ensuring we exercise system, and it’s just as hard!” a ready-made passion, energy and created the correct launch platform to enthusiasm to motivate your members. maximise the potential of Les Mills.” For more information and for a Our instructors are the best of the best Since the implementation of Les Mills, FREE timetable review please email in the industry and have to meet very Falkirk’s health and fi tness performance [email protected]

Follow Les Mills UK – @lesmillsuk Like Les Mills UK on Facebook – /LesMillsUK 27 Subscribe to Les Mills UK’s YouTube page – /LesMillsUK Follow Les Mills UK on Instagram – LesMillsUK IHRSA Europe update

IHRSA calendar Consumer insight Visit www.ihrsa.org/meetings for details and to register for these events IHRSA’s new 2014 IHRSA Health Club Consumer Report

offers valuable insight into consumers’ usage patterns 16–19 October 2014 14th Annual IHRSA European Congress Amsterdam, The Netherlands

6 November 2014 Successfully Launch a Nutrition and Weight Management Program in Your Club (Webinar)

18–21 November 2014 ChinaFit / IHRSA China Management Forum Guangzhou, China

11–14 March 2015 IHRSA 2015 Los Angeles, California, US PHOTO: WWW.SHUTTERSTOCK.COM/ANDRESR PHOTO: The 2014 report looks at club membership and growth, diversity and differentiation

ast month, IHRSA released The s The cost of membership – the value IHRSA Health Club Consumer Report: equation: Insight into the relationship of 2014 Health Club Activity, Usage, Trends fees to the consumer price index, the and Analysis. While the demographics member and club value equation, and Land participation data are specific to the US, where the industry is heading from a club operators from around the globe can price value perspective. benefit from its content and the resulting s Member demographics and the impact improved understanding of their guests, on the industry: An exploration of members and prospective members. gender, household, ethnicity and The 2014 report also examines topics educational demographics, as well including membership growth, attrition and as how national demographics are opportunities for club operators. influencing the health club industry. The 2014 winner was Kim Austin Kenyon The report highlights a positive correlation s Overarching insights for operators: of Gold’s Gym Dutchess County between membership tenure and attendance, A summary of the opportunities for as members who stay on-board for at the health club industry, as well as the Community least 10 years say they use their club on marketing and programming options average 139 days a year. Identifying member for club operators. award: apply now engagement strategies and implementing New to this year’s report are analyses relevant ancillary programmes will help of economic indicators, studio consumers, IHRSA is now accepting applications operators facilitate regular attendance and ‘core’ and ‘super’ personal training users, for its annual Outstanding Community long-term tenure. The report delves into and insights for the future. Service Award, which will be presented specific applications operators can employ, during IHRSA 2015 in Los Angeles, including loyalty programmes and customised California. This award is presented to personal and small group training offerings. The 2014 IHRSA Health Club Consumer an IHRSA member who has made a The 2014 report also covers: Report was compiled in partnership longstanding commitment to making s Macro health club membership trends: with ClubIntel, led by industry a difference in, and beyond, their An examination of club and membership veterans Stephen Tharrett and Mark community. The 2014 winner was Kim growth, diversity and differentiation, Williamson. This publication is available Austin Kenyon of Gold’s Gym Dutchess supply and demand. in PDF format at www.ihrsa.org/ County (pictured above accepting the s How members use clubs: Analysis of consumer-report for US$99.95, or award from Brent Darden at IHRSA the activities and usage practices of club US$199.95 for non-members. 2014). Log on to www.ihrsa.org/awards members, both present and future. to apply by the 14 November deadline.

28 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2014 © Cybertrek 2014 News and jobs updated daily on Health Club Management www.healthclubmanagement.co.uk is IHRSA’s European Strategic Media Partner Industry unites against ALS Hot on the heels of this summer’s global internet phenomenon, the Ice Bucket Challenge, IHRSA highlights its own ongoing support for those looking to find a cure for ALS

Led by president and CEO Joe Moore, the staff of IHRSA readily accepted and completed their ALS Ice Bucket Challenge in August

his summer, it was impossible of associations – awarded IHRSA a 2014 The ‘harnessed power’ to which to turn on a computer without ASAE Power of A Gold Award for its Pomerantz refers consists of the more witnessing an Ice Bucket Challenge: support of Augie’s Quest. Named after than 35 members of IHRSA’s leadership someone dumping a bucket of Augie Nieto, the co-founder of Life Fitness and membership who actively organise Ticed water over their head to promote who was diagnosed with ALS in 2005, the and promote the annual BASH for Augie’s awareness of amyotrophic lateral sclerosis quest has raised over US$41m in a bid Quest; the roughly 1,000 annual BASH (ALS) – a progressive neurodegenerative to find treatments, making it the largest attendees; and the hundreds of clubs that disease that affects nerve cells in the brain individual ALS fundraising programme. have run individual fundraising events for and the spinal cord. When the ALS Ice “I heartily congratulate IHRSA for benefiting Clubs for the Quest. The BASH, which Bucket Challenge was issued to IHRSA not just its own industry, but society at large,” raised more than US$1.7m in 2014 and by Life Fitness, we gladly accepted. Led by said Paul Pomerantz, chair of the Power of has averaged more than US$1.5m per president and CEO Joe Moore, the IHRSA A Judging Committee. “It’s heartening to see year over the past nine years, brings staff completed the challenge on 22 August. an organisation like IHRSA excel at bringing the entire industry together to show its IHRSA is no stranger to supporting ALS the fitness industry together, harnessing the support for Nieto and its determination research: in July, ASAE – the association power of the association for inspiring results.” to find a cure for ALS.

Lindkvist lined up for IHRSA 2015 About IHRSA rendspotter and futurologist start-up revolution. Millions of young people Founded in 1981, the International Magnus Lindkvist, who spoke at the are growing up with no job security and Health, Racquet & Sportsclub 2013 IHRSA European Congress, an abundance of cheap technology at their Association is the only global trade will present ‘Thinking About the fingertips: there’s a tsunami of competitors, association, representing more than TFuture in an Uncertain World’ at IHRSA imitators and frenemies on the horizon. 10,000 health and fitness facilities and 2015. The following Q&A is excerpted from How can operators put these trends suppliers worldwide. IHRSA’s 2013 interview with him. to good use? One word: experimentation. To learn how IHRSA can help your What are the key trends affecting Try, fail, remix and recycle failure. Learn and business thrive, visit www.ihrsa.org the fitness industry? In no particular order, relaunch. But make sure your failures are Locate a quality IHRSA club at I see the blurring of ageing and age groups, cheap, and constantly find new metrics to www.healthclubs.com the fading of industry boundaries, and the identify your organisation’s shortcomings.

October 2014 © Cybertrek 2014 Read Health Club Management online at healthclubmanagement.co.uk/digital 29

powered by www.leisurediary.com NOT SO DUMB AFTER ALL. DiaryDIARY Worldwide event listings for leisure professionals PHOTO: WWW.SHUTTERSTOCK.COM/FREYA-PHOTOGRAPHER

The OM Yoga Show in October will feature around 200 exhibitors

OCTOBER NOVEMBER 14–15 [ EHFA International 5 [ Understanding the Public Standards Meeting 2014 Sector Leisure Market Venue Amsterdam, the Netherlands Venue Loughborough University, UK Summary Summary Now in its fi fth year, this event is aimed This free supplier insight half-day at those in the fi elds of fi tness education, workshop is for supplier delegates who training and standardisation. Keynote have signed up to attend Active-net’s speakers will talk about pre- and post- 2015 conference. Active-net events natal exercise standards, standardisation connect operators and suppliers in the versus commercialisation, game-changing public sector, whether from trusts, local innovations and retention. authorities or universities/colleges. Web www.ehfa.eu.com Understanding the Public Sector Leisure Market will include speakers from IGNITE 16–19 [ 14th Annual the local authority, trust and higher IHRSA European Congress education sectors, explaining what they URETHANE Venue Amsterdam, the Netherlands need from suppliers in the sector. DUMBBELLS Summary Web www.active-net.org This congress features presentations by The beautifully crafted executives from inside and outside the 18–19 [ Spa Life UK Ignite Dumbbells really health club industry, providing thought- Venue Center Parcs Woburn Forest, UK are at the cutting edge provoking commentary on trends Summary of design. Top grade shaping business and the fi tness industry. The fi rst day of the Spa Life UK event materials, highly Web www.ihrsa.org/congress includes an invitation-only CEO Summit durable, great looking, for spa operators based in the UK, as well anti-roll and fully 22–24 [ Club Industry as a buyer and supplier forum. The second Conference and Trade Show day will include a conference featuring encapsulated solid ends. Venue Chicago, Illinois, US keynotes from inspirational business Summary leaders, and a comprehensive programme The smart choice for This independent event for fi tness of CPD sessions for existing and aspiring your facility. professionals will offer new education, spa operators. There will also be a events, exhibitors and tours, in addition networking dinner, as well as a supplier to providing an ideal environment for showcase and expo. networking with colleagues Web www.spa-life.co.uk Web www.clubindustryshow.com 19–22 [ SIBEC Europe Functional Fitness Specialists 24–26 [ The OM Venue Pestana Casino Park Hotel, +44 (0)1553 763285 Yoga Show London Funchal, Madeira jordanfitness.co.uk Venue Olympia, London, UK Summary Summary This event will bring the UK and A total yoga experience under one roof, Europe’s major operators from the including free yoga and pilates classes, private, local authority and trust a range of workshops, children’s yoga markets in health, fi tness and leisure and more than 200 exhibition stands together with top suppliers to covering all aspects of yoga, pilates, participate in a series of one-to-one ayurveda and natural products. meetings over two days. Web www.theyogashow.co.uk Web www.mcleaneventsinternational.com

October 2014 © Cybertrek 2014 31 TECHNOGYM PROMOTION

Deliver the ultimate digital workout experience for your members

People are buying technology like never before, connecting to their content through smartphones, tablets, smart TV, PC and wearable devices. This trend has a huge impact on our industry and ‘Wellness-on-the-Go’ represents a great opportunity for all of us

onsumers now have more self, members know more about mywellness app makes a member’s choice about how and where themselves than ever before. The workout experience more personal, fun C they choose to exercise, what challenge for our Industry is how to tap and effective by enabling them to they track and monitor and into this data to gain useful insights to manage their workout routine, track how they share workouts with their develop new services. mywellness cloud their results and access data on the go. friends via social media. harnesses this approach, collecting data Industry leader Technogym has directly from equipment, and allowing Linked to consumer apps developed mywellness cloud, a members to aggregate their existing and wearable devices dedicated online ﬁtness platform physical activity data from all the leading The integration of the mywellness cloud that can be accessed via connected health and fitness apps in to one place.” platform with popular GPS activity Technogym equipment, and many tracking apps and health devices allows personal devices, to keep operators and In the Gym – Smart Machines for tracking of indoor and outdoor their customers constantly connected, UNITYTM is Technogym’s revolutionary training data and biometrics, keeping all thus providing a truly integrated and cardio console. Built on an open lifestyle data in one place. Popular apps personalised training experience. Android 4 platform, it’s available on all and wearable devices include Strava, Technogym cardio equipment. With RunKeeper, MapMyfitness, Myfitnesspal, mywellness cloud intuitive swipe-screen navigation, users Polar and SWIMTAG. for end-users can swipe, scroll and tap through mywellness cloud is a platform that websites, TV, emails, social networking mywellness cloud enhances people’s workout experiences sites and popular apps while exercising. for operators and allows users to access their activity Users can also log in to their personal In addition to the end-user website, data, favourite content and workout mywellness accounts to access real-time mywellness cloud has seven business programmes wherever they are, turning training data and programmes. applications to help you manage your physical activity into a truly personalised business, from end-user profiling to experience “on the go”. Marketing On the Go programme prescription and user director at Technogym, Alex Bennett Developed as a free app by Technogym engagement. Flexible, scaleable and comments: “In this era of the quantified for both Android and Apple devices, the interactive, mywellness cloud allows you to choose the applications best suited for your business model. Bring the outdoors Proﬁle: An innovative app in with that offers your business myrunning insights into what motivates logbook each person to workout using an online ‘aspiration finder’. Prescribe: Create truly personalised programmes that can be assigned to a user’s mywellness account. Self: Allow your members to select their own programme from a library linked to their MYRUNNING LOGBOOK needs, goals, sport or aspiration. hanks to MYRUNNING LOGBOOK, your members will be able to Challenge: Quickly and easily T replicate their favourite outdoor run inside your gym. By using mobile create challenges to motivate training apps or devices integrated with the mywellness cloud open users and increase engagement platform (such as Runkeeper, Mapmyfitness, Strava, Polar, Garmin and more) with your facility and staff. members can track any outdoor run and make it instantly available on all Coach: Stay in contact with Technogym treadmills equipped with the UNITY™ console. your members even when they are not in your facility.

32 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2014 © Cybertrek 2014 Using mywelness cloud, members can track their workouts in the gym, access their data on-the-go and from home Increased member sales, improved retention rates and a higher level of member engagement at USN Bolton Arena Communicator: Each UNITY display can be transformed into Feedback from Gwyn Hughes, commercial manager a powerful marketing tool. nnovations in fitness and people’s training needs are constantly changing Promote activities, products and I and our decision to invest in the UNITY platform and mywellness services and carry out online surveys cloud demonstrates our commitment to offer the very latest and directly through the console. best equipment currently available on the market. Since our installation in Asset: Asset remotely December 2013, we’ve seen a large impact in terms of increased member monitors the status of sales, improved retention rates and a higher level of member engagement. connected cardio equipment The challenge app has been a fantastic tool and has engaged members in a through the UNITY display. way that previous club challenges never did. We used to have between 20-30 Technogym app store: people taking part in a club challenge but now with a dedicated application Choose the Android and the beneﬁt of technology, we’ve had up to 350 taking part in a single applications that your members challenge. We’re now starting to look at how we can use challenges to target can enjoy whilst using UNITY. different parts of our membership base, including our funded project ‘Inspired to Action’, a nine-week membership aimed at getting the sedentary active. Open technology As part of our future planning, we are now looking at how we use the latest UNITY and mywellness cloud is built technology to continually develop the service delivery plan and member upon a truly open API platform. This journey. We need to ensure that we are constantly adding value to our allows developers and third parties, to members’ workout experience whilst using this to deliver our key business design apps and interfaces that will objectives, the advancements in technology is a core ingredient of our success. serve to streamline your business.

TO FIND OUT MORE, VISIT: WWW.TECHNOGYM.COM, EMAIL: [email protected] OR CALL US ON +44 (0) 1344 300236

October 2014 © Cybertrek 2014 Read Health Club Management online at healthclubmanagement.co.uk/digital 33 TALKBACK +ATH(UDSONs*OURNALISTs(EALTH#LUB-ANAGEMENT EVERYONE’S TALKING ABOUT . . .

Expanding overseas

As the economy improves, will health and fitness operators start to eye new markets, bringing about the next wave of international expansion, or will they build on their current bases?

ne year ago in this panel A number of chains have announced within the next six to seven years. And feature, we looked at how they are looking at opportunities The Gym Group has also recently O health and fi tness brands overseas. After some tough times, announced plans to expand into “Europe could go global. At that point, Fitness First is growing again, especially and beyond”, kicking off in 2015. however, the situation was not overly in Asia. Virgin Active is also expanding Is this a trend more operators will positive: Fitness First was the biggest across borders, and Holmes Place has follow? Will more budget chains look for global player but had sold off clubs in announced it’s stepping up expansion in new markets for their concepts as the Benelux, France, Spain and Italy, as well as central Europe and the Iberian Peninsula; competition gets tougher in mature the UK. Few companies seemed to have with 31 per cent of its membership now markets? Or will barriers such as local ambitions to become big global players. in continental Europe, the chain has market knowledge and capital costs A year on, things have changed. The UK designs on being the leading premium make players more conservative? economy is growing again, house prices health club in the region. Where are the main areas of and consumer confi dence are on the up Meanwhile, in the budget sector, opportunity, and will all the operators and the health club industry appears to easyGym says it’s setting its sights on be fi ghting over the same territories? have toughed out the recession. countries where easyJet has a strong How risky is an overseas development There’s certainly a buzz about, but presence, leveraging brand recognition. strategy, and what part might technology will this translate into the next wave of It expects to have 200 gyms, and one play in international expansion? We ask international expansion for operators? million members, in multiple countries our panel of experts for their thoughts.

ARE YOU LOOKING TO EXTEND YOUR OPERATION OVERSEAS? EMAIL US: [email protected]

MARK HUTCHEON JOHN KERSH Director of communications s Fitness First International developmentsAnytime Fitness

any operators are already ’m not sure we’re set for a rash of “M expanding overseas: if you have “Ioverseas development. Expansion a solid base in one territory, it makes it across borders requires an immense easier to go into markets with parallels. amount of capital and the risk of failure At the moment, a lot of places are is high. It’s difficult enough for fitness ripe for expansion. Fitness First looks for sites with rising operators to stay relevant and successful within their own populations and rising incomes – because of this, we think borders, much less when spread thin across multiple countries. there will be a wave of expansion on a city by city basis, A major challenge when expanding is to not divert attention rather than country by country. Delhi, Istanbul and Rio are from domestic business, while also devoting adequate attention currently looking like they can be future hotspots. If you get to localising the brand in new markets. Local competitors in early with a flexible model and competitive proposition, know the market much better than a foreign operator and can when the penetration rate is still only about 5 per cent, more easily exploit local opportunities. A foreign operator can there are good opportunities for expansion. run into unfortunate challenges by misreading the market or However, the risks are high. Overseas expansion is making mistakes with legal or financial assumptions. not a quick buck: it’s a long-term proposition so plenty Although we’re seeing lots of interest from the Middle of capital, patience and above all integrity is essential to East and Asia, the challenge in both regions is the very low long-term success. Companies have to invest in service and awareness of the benefits of exercise and joining a health club. standards – they can’t cut corners and must continually I view these markets as a very long-term growth opportunity. differentiate to meet consumer demand. At least one Australian company is expanding into Europe Going forward, Fitness First’s international expansion will now, and several Asian and Latin American companies are be more about digital products and services, with differently crossing borders within their own continents. A handful of priced online memberships that take our expertise beyond American and British companies are dabbling with foreign the gym to a potentially larger audience.” expansion, although very few are making great strides.”

34 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2014 © Cybertrek 2014 Fitness First believes a lot of international locations are now ripe for expansion

PAUL LORIMER-WING JAMES BALFOUR CEOs easyGym CEOs 1Rebel

think we’re ready for the next or companies that have an “Iwave of international expansion, “Fappetite for risk, the emerging especially in the low-cost sector. As the markets can offer a huge amount of world gets wealthier, the spending power growth going forward. Meanwhile, both of the middle class gets stronger; and at home and in mature markets, there’s as the world gets less healthy, the awareness of good health the opportunity for a shake-up. However, I don’t think grows. All this will fuel the appetite for health clubs. the industry is set for the next wave of international I think there are strong opportunities all over the world, expansion, as a lot of the major operators are laden especially in emerging markets. Even though the US is the with debt and acting cautiously. market leader, I still see many opportunities for growth One of the risks of expansion overseas is that operators take there, as well as across Europe, in parts of Asia, Brazil and their eye off their core assets at home, neglecting their ageing Mexico. South Africa has opportunities and Nigeria has a estates and failing to attract new members. It’s important for large economy. The Middle East is also a strong contender. businesses to stay ahead of the game in all their businesses The strongest, most capital-rich companies will go out while they are pushing ahead with international expansion. and exploit these opportunities. If you don’t have the capital Various franchise operators are seeing continued overseas capacity or the appetite for risk, you won’t stand a chance – growth, as franchising offers speed to markets, and this is all these opportunities come with risk. 1Rebel’s preferred route for overseas expansion. We will The main threats are not understanding the market and be launching an international franchise department to take not having a local partner. A copy and paste approach is not advantage of growing demand from key international cities, the path to success: adaptation is necessary. but we’re still taking a conservative approach. We think 20 Neither is it a ‘get rich quick’ situation – it will require clubs over five years is appropriate. Our brand works best in significant commitment and dedication, and finding the right transient markets where the population changes, so we will be properties at the right price will be crucial.” looking at locations such as Hong Kong and Singapore.”

October 2014 © Cybertrek 2014 Read Health Club Management online at healthclubmanagement.co.uk/digital 35 INTERVIEW

Inspired by his childhood in West Africa, Amen Iseghohi launched Amenzone, a chain of back-to-basics gyms that bans mirrors and uses recycled tyres to get its members ﬁ t. Magali Robathan ﬁ nds out more

36 October 2014 © Cybertrek 2014

INTERVIEW

How do you build self- environment. In my case, tyres were esteem through your gyms? what I had, so that’s what I used. We don’t allow mirrors in our gyms and We have hundreds of exercises you we have inspirational quotes on the wall, can do with just one tyre. Once you’ve so instead of looking at themselves as done our classes, you’ll never look at a they work out, members read powerful tyre in the same way again. messages. We also don’t have any TVs, We do strength conditioning, upper AMENZONE and because people aren’t plugged into body, lower body and core workouts. FITNESS their headphones they communicate We use the tyres to help our members with each other a lot more. That’s been put on lean muscle mass. Anything you HISTORY really successful, because a lot of folks do in a regular fi tness class, we’ll do with are tired of going to gyms where you tyres – we’ve even launched an athletic don’t talk to anyone – where you just yoga programme that incorporates the JUNE 2008 watch TV and run on a treadmill. Our tyres into the movements. Amenzone Fitness launches approach is a way of going back to basics. All of our tyres are recycled and its fi rst gym, in North At the end of each class, the trainers colour-coded by weight. The green tyres Scottsdale, Arizona, US pass on an inspirational message to the are our lightest tyres at about 10–12lbs, class, then they hold open the door for the red tyres are our middle level tyres the members, shake each and every one at about 15–20lbs, and the black tyres 2012 of them by hand and thank them for are our advanced tyres – they weigh 20, Amenzone launches its taking the time to be there. 25 or even sometimes 30lbs. They’re franchising efforts It means the trainers make a personal for people who really want to take their connection with everyone and get to bodies to the next level. We also have know them. A small thing like that can tractor tyres, which we use in our work MARCH 2013 make a big difference. At Amenzone it’s with professional athletes. Amenzone Fitness opens about more than just fi tness. It’s about in Fountain Hills, Arizona working from the inside out, working What’s the Amenzone on the spiritual and the mental aspect as Foundation? well as the physical aspect. It’s a non-profit foundation with an JUNE 2013 established board. We partner with the Amenzone Fitness opens in How do you use tyres in Boys and Girls Clubs of America – South Scottsdale, Arizona your fitness classes? which is similar to YMCA – to get our The tyres are really just a prop – we tell programmes into the community. It’s a people they can use anything in their free after-school programme sponsored SEPT 2013 by corporates and angel investors. First Amenzone United Healthcare is a partner of Fitness opens outside The tyres are colour-coded by ours; the company has rolled out our of Arizona, with the weight for different exercises, programme to several schools and Boys launch of Amenzone and instructors aim to connect and Girls Clubs. They liked our concept Fitness Manhattan with every individual member because it’s unique and it works – what Beach, California kid doesn’t like to play with tyres?

OCT 2013 Amenzone Fitness opens in Biltmore Fashion Park, Phoenix, Arizona

NOV 2013 Amenzone Fitness Arrowhead opens in Glendale, Arizona

DEC 2013 Amenzone Fitness DC Ranch opens in Scottsdale, Arizona

JULY 2014 Amenzone’s second California gym opens in Santa Monica

38 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2014 © Cybertrek 2014

INTERVIEW

The Amenzone Foundation offers a free after-school programme for the community

Any franchisee that comes on board has to be willing to make a difference in their community. I refuse to compromise on that

We use fi tness as a vehicle to build the next year we’re focused on growing self-esteem and get our message out organically across the US via our This feature fi rst appeared in about the importance of physical and franchise business. From a corporate Leisure Management, issue 3 2014. mental self-care. It’s important that perspective, our main focus is on New we focus on self-esteem as well as York and LA, which are both perfect nutrition and fi tness, and we monitor markets for us, but we’ll accommodate the progress of the young people in the any other cities that fit our demographic programme. At the start, we carry out and what we’re trying to accomplish. a range of tests and ask questions about We’ve sold 10 franchises within the fi tness, nutrition and self-esteem. After greater Los Angeles area and have two a period of time, we go through all the LA gyms open already. LA may just be tests again so that we can measure the our largest market. Our fi rst Amenzone effect the programme is having. in New York will also open very soon. We go into a lot of very hard-hit, economically deprived communities And your long-term vision? to show these kids another way. We’ll have gyms across the globe. For every Amenzone Fitness gym location, What about the next year? we also want to have an Amenzone Amenzone is such a simple, scaleable Foundation programme. I refuse to model. We’ve already been approached compromise on that. Any franchisee by international groups who want to that comes on board has to be willing to take it to Australia and the UK, but for make a difference in their community. O

40 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2014 © Cybertrek 2014 STEP 1: FORGET EVERYTHING YOU KNOW ABOUT “STEP”

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Offshore ﬁtness

Alison Bledge examines how the offshore industry is managing the health and wellbeing of its workforce, and looks at a new fitness facility onboard accommodation vessel Safe Scandinavia

he offshore environment can accommodation vessel, which acts and fitness levels, a gymnasium. This be an extremely inhospitable as a floating hotel that attaches to scope of offering is typical to most place where the health and an oil rig, workers have access to a ‘flotels’, which are frequently used for fitness of the workforce range of high standard facilities that platform commissioning as well as Tcan determine survival rates in an introduce an element of creature repair and modification work. emergency situation. As a result, there’s comfort to the remote life at sea. Safe Scandinavia is one of a growing focus on promoting the Safe Scandinavia, currently operating approximately 20 semi-submersible advantages of a healthy lifestyle within in the Norwegian Snorre oil field in flotels in the world and is operated the UK offshore industry. the North Sea, is one such vessel. It by Prosafe, the world’s leading owner Offshore workers can be away offers rig workers a host of recreation and operator of semi-submersible from home for several weeks, so the and welfare facilities including a cinema, accommodation and service vessels. It comfort and wellbeing of this highly sauna, social areas, offices, internet has accommodation capacity for 583 skilled workforce is also paramount. café, galley and mess areas – and, people for worldwide operations, or Living onboard a semi-submersible crucially for the all-important health for 292 single beds for Norwegian

Safe Scandinavia is one of around 20 semi-submersible ‘ﬂotels’ in the world

42 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2014 © Cybertrek 2014 DG FITNESS: OFFSHORE EXPERT

G Fitness is a leading supplier to offshore D platforms and vessels in both the UK and Norwegian sectors. Gary Ross, director at DG Fitness – who has worked offshore for over 30 years – set up the company in 1987, providing the offshore industry The ‘flotel’ offers a gym as well as social facilities including a cinema and internet café with expert knowledge and high quality fitness equipment to a wide range of platforms. DG Fitness currently has over 120 rental sites in the UK, supplying a variety of sectors both onshore and offshore, with around £3m of gym kit currently rented out. Offshore clients include flotels, platforms, drill ships, FPSOs (floating production storage offloading) and support vessels. Onshore clients include local authorities, universities and schools. All equipment comes with an annual service, as well as preventative maintenance through weekly and monthly health and safety checks. Life Fitness is the main supplier to the gym, with equipment installed by DG Fitness operations (due to the high welfare attached, although some modifications to personnel ranging from 18 to 60 regulations in Norway). Typically may be required to the rig in order for years of age and is open 24 hours a day offshore workers have a 12-hour shift the flotel to connect properly. to accommodate shift working. on their rig and will spend the remainder Ross comments: “This highly skilled of their time on the flotel, sleeping in Fitness as a priority workforce needs to be physically fit either individual or shared cabins. Built in 1984 at Norway’s Aker Verdal to withstand the demanding working As a moored vessel, Safe Scandinavia yard, Safe Scandinavia was upgraded in environment. But in years gone by, is anchored to the sea bed by 12 chains 2003, 2009 and 2014: at the start of there were concerns about an ageing that keep her stable in the harshest January 2014, the vessel underwent a technical workforce at risk from environments. A gangway provides five-year Special Period Survey. This is a conditions such as heart disease. There workers with access so they can walk requirement for every vessel worldwide were also factors contributing to health back and forth to their rig or installation. to maintain their classification and safety risks, including physical inactivity and Safe Scandinavia has been on contract standards, reducing the probability of shift work that could lead to irregular to major oil companies for many years any longer future yard stays and eating and sleeping habits. and remains at the client’s rig apart from providing more earning capacity. “Having a gym installed onboard when she is undergoing maintenance, As part of the flotel’s most recent the accommodation vessels is now with clients paying a daily fee for vessel refurb, a 172sq m gym was installed, seen as a high priority, especially hire. In the past, she has mainly worked fitted with Life Fitness equipment which for workers such as the offshore in the Norwegian sector including at was supplied by DG Fitness – a specialist fire teams, who have to maintain a Valhall for BP and Snorre for Statoil. company founded by director Gary Ross particularly high level of fitness. The vessel has also been contracted for in 1987 (see briefing above). “It’s a requirement in the UK offshore emergencies, for example in 2005 when The newly installed gym features the oil industry that workers are medically she was used at Shell MARS, in the Gulf latest Discover Series cardiovascular examined to assess their fitness to work of Mexico, after major platform damage and Optima Series resistance equipment on offshore installations, so they have caused by Hurricane Katrina. from Life Fitness. This includes four to complete a health questionnaire as But flotels are in very high demand, treadmills, two cross-trainers, six well as undergo BMI, blood pressure with clients typically contracting a vessel bikes, 12 studio bikes and a range of and lung function checks as part of a many years in advance; there are many Optima weight machines. There are also comprehensive medical examination.” more rig projects than there are flotels. free weights including dumbbells and For personnel onboard Safe Virtually all rigs are able to have a flotel benches. The gym provides free access Scandinavia, incentive reward systems

October 2014 © Cybertrek 2014 Read Health Club Management online at healthclubmanagement.co.uk/digital 43 NEW OPENING

Good health and ﬁtness among the workforce on the rig is vital, as it can determine survival rates in an emergency situation

OFFSHORE SERVICE AND MAINTENANCE have been introduced to help maintain fitness levels. Many of the personnel follow programmes that are written afety is a huge requirement, equipment to the highest standard, as onshore and taken offshore to be so all gym equipment has well as carry out maintenance and repairs. monitored through LFconnect, Life ‘‘S to be fit for purpose and DG Fitness technicians all have at least 12 Fitness’ activity tracking system. reliable,” says DG Fitness’ Gary Ross. “The months’ experience before going offshore, Andy McLaughlan, public sector contract states that if there’s a fault, DG as well as passing emergency response development manager at Life Fitness, Fitness will repair it within 48 hours and if training or Basic Offshore Induction and comments: “LFconnect is an ideal it can’t be repaired, the equipment will be Emergency Training (BOSIET). solution for the gym onboard Safe replaced within five working days. We hold When undertaking a site visit, the crew Scandinavia, as it allows people to around £50,000 of spare parts in Aberdeen, must report to the nearest heliport where customise and track their workouts. so we can guarantee a fast turnaround.” they attend a briefing before an average “Using connected cloud-based The company employs highly trained 90-minute flight to the platform. Offshore, technology, LFconnect also provides DG staff – all qualified with survival, medical four to five hours is spent in safety Fitness with detailed data that means it’s and insurance certificates essential for briefings, including orientation of the possible to monitor equipment usage, offshore work – to safely install fitness platform, before obtaining a work permit. limit any downtime and ensure the best return on investment.” O

LifeFitness.co.uk 01353 666017

©44 2014 LifeRead Fitness, Health a division Clubof Brunswick Management Corporation. All online rights reserved. at healthclubmanagement.co.uk/digital Life Fitness is a registered trademark of Brunswick Corporation. October 2014 © Cybertrek 2014

GYMTOPIA SERIES A SENSE OF PURPOSE

UK-based Mosaic Spa & Health Clubs is using charity to re-discover the company’s mission. Ray Algar reports

ecently I was presenting a summary of my Fitness Gymtopia – a place where clubs do social good Sector Social Good Report to representatives of the UK Gymtopia was conceived by founder and chief engagement Rfitness industry. During questions, I officer Ray Algar, who believes the global health and fitness was asked if there was evidence that industry has enormous influence and potential to do good in being perceived as a compassionate the world, beyond its immediate customers. The idea of and generous business generated a Gymtopia is simple: to curate and spread remarkable stories in commercial return to the organisation. which the fitness industry uses its influence to reach out and support an Do customers, staff and other external community in need. It was created with the generous support of five stakeholders really care that an organisations: Companhia Athletica, Gantner Technologies, Les Mills, organisation is using its resources to Retention Management and The Gym Group. Gymtopia received an solve social inequalities that may seem Outstanding Achievement Award in the ukactive Matrix Flame Awards 2014. unconnected to its core business? Read more stories and submit your own: www.Gymtopia.org I was surprised by the question because the fitness sector is driven by an altruistic purpose – it exists to help Clubs (Mosaic) is using compassion to “We had just bought the business back others. Meanwhile businesses such as reinvigorate a 27-year-old business and found our original vision and TOMS thrive because compassion and whose sense of purpose and direction mission had got a little lost. A friend generosity are their ‘weapons of had become lost following its sale to a told me about the charity Compassion, choice’ in the fiercely competitive publicly listed company. and I arranged to meet with its director world of shoes and eyewear, where to find out more,” says Courteen. their ‘buy one, we donate one’ is Resetting the compass transforming lives and industries. Founded in 1987, by 2001 Fitness Releasing children from poverty So this month, I want to share a story Express was operating 14 hotel-based Compassion is an international Christian of how UK-based Mosaic Spa & Health health clubs across the UK, employing child development and child advocacy 300 staff. Demand for its friendly and ministry, which for more than 60 years personalised gyms was growing and the has been driven by the mission to free business was acquired by Crown Sports. children from poverty. Its programmes For three years, Fitness Express focus on the spiritual, economic, social founders Dave Courteen and Steve and physical needs of children through Taylor adjusted to a listed company all stages of development, from age two culture. However, business now felt to 24 years. It focuses its efforts in 26 of very different and they yearned for the world’s poorest countries. their independence, so in 2004 they In a world where more than a billion bought back the business. children live on less than US$2 a day,

Doing well by doing good

In June 2014, the global information company Nielson published The Global Survey of Corporate Social Responsibility, polling 30,000 consumers from 60 countries (search ‘doing well by doing good’). I was particularly struck by the responses from millennials – people born since 1982. They want to work for purpose-driven businesses, and as consumers they will seek out and pay more for goods and services provided by companies seen as more socially responsible. Millennials comprise the backbone of the UK health and fitness industry, both as employees and as customers – so to me, compassion and generosity should be core values for all fitness sector companies, telling the world who In-club fundraising generated you are and what your business stands for. additional funds to build a playground

46 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2014 © Cybertrek 2014 Mark Wood was one of the members of Fitness Express staff to visit Uganda

Compassion believes connecting one As I write, the lives of 30 Ugandan their sponsorship for individual children; child with one sponsor is the most children are being forever changed this pays for additional clothes, food and strategic way to end childhood poverty. thanks to the compassion and generosity education. Members have also been Its Child Sponsorship Programme aims of Mosaic’s staff and members. Over the inspired to directly sponsor other to provide long-term funding for food, past nine years of the partnership, the children, thereby creating a wider ripple health, hygiene and education. company has been quietly supporting 40 effect. Meanwhile, in-club fundraising For Mosaic – the new parent company children and has invested £100,000. has provided more than £40,000 to help brand for Fitness Express since 2011 fund improvements in the communities – writing the occasional cheque to the Staff & member engagement where these children live, including a charity was never going to be enough, Each Fitness Express club has a new playground to promote their and so it was the child sponsorship Compassion board on display, to physical and emotional development. programme it focused on. Staff at show how their sponsored child is As Taylor says: “The Compassion Fitness Express and Imagine Spa, the progressing and to encourage members initiative has been successful in providing company’s two operating businesses, to participate. Staff write to sponsored a focus for Mosaic, its staff and were invited to suggest a single country children, send birthday cards and customers to work together to achieve on which to concentrate their support. Christmas gifts, and the children write something that’s very worthwhile. The Uganda was eventually chosen from a back depending on their literacy. visit of three of our managers to Uganda shortlist of six countries. The clubs are encouraged to raise was also very powerful in the staff funds for the project over and above engagement process.” O A long-term commitment Child sponsorship is no fleeting ice bucket challenge, as lifting children out IN A NUTSHELL of poverty takes patience and long-term Project by: Mosaic Spa & Health Clubs funding. Mosaic agreed that, for every Website: www.mosaicgroup.co.uk club and spa it operates, it would clothe, Project status: Ongoing and long-term feed and educate a child in Uganda. Charity supported: Compassion UK Mosaic’s corporate mission is ‘making Impact: Uganda, east Africa a difference to people’s lives’, so this Gymtopia keywords: Clothing & Shelter, Education, Food & Nutrition, Health programme is perfectly aligned with the & Wellbeing, Helping Children work it undertakes every day in its clubs.

October 2014 © Cybertrek 2014 Read Health Club Management online at healthclubmanagement.co.uk/digital 47 SOCIAL MEDIA PHOTO: WWW.SHUTTERSTOCK.COM/NENETUS

Social addiction

Manraaj Sunner offers his advice to operators wanting to develop an effective social media campaign

ocial media is a true 34 per cent of the 10,000 health club/ your posts. Based on this, a Facebook revolution: not since Vinton gym customers surveyed said they page with 2,000 ‘likes’ will have the S Cerf and Sir Tim Berners valued receiving club communications same level of engagement, if not more, Lee invented the internet has via social media. So what does all this from just one posting; if you were to something had so much impact on our mean for gym operators? sponsor the post, this engagement can lives. Consider this: Mark Zuckerberg, double or triple – plus it’s all statistically the CEO of Facebook, has influence over Measurable impact measurable. And all this for £0–£12. one-sixth of planet Earth’s population. One of the many ways social media That said, this kind of engagement A Facebook-sponsored study featured demonstrates its power lies in its impact doesn’t just happen, and this is very in the Daily Mail revealed that 89 per on how we market our businesses: it important to understand. Social media cent of people check at least three social offers a highly cost-effective tool to can never be the spearhead of your apps on their smartphones within 15 complement more traditional advertising. marketing efforts, because it requires minutes of waking up in the morning, The average cost of a full-page advert other forms of marketing to make and 47 per cent of respondents said in a regional newspaper is approximately people aware of your existence in the they check Facebook while working £300. Most regional newspapers have fi rst place. People see you on leafl ets or out at the gym. It’s arguably more than a distribution of around 30,000, and in print ads, then they Google you, then a revolution – it’s an addiction that of their distribution I might have 100 they see your website, and only then do infl uences our decisions, our feelings people who actually stop and read my they like you on Facebook. and the way we live our lives. ad as opposed to just glancing over it on Some companies now only direct Unsurprisingly, social media has also the page. So for £300, I’ve engaged 100 people to Facebook pages on their impacted our businesses in a very real people directly – although in fact this marketing, rather than directing them way. The Retention People’s latest fi gure is probably on the generous side. to their website, as it cuts out a step survey – which was featured in a recent Meanwhile, Facebook data suggests in the process and creates a captive Health Club Management feature (see that an average of 16 per cent of your audience of subscribers. But the upfront HCM May p59) – revealed that a massive audience will organically see each of awareness advertising is still necessary.

Social media’s key role is to make companies easier to relate to, adding a personal touch to what they do

48 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2014 © Cybertrek 2014 Your main campaign theme must translate well across all channels, not just social media PHOTO: WWW.SHUTTERSTOCK.COM/PIO3 PHOTO:

If all you’re posting about are things your members can participate in or purchase, all you’re trying to do is sell

Correct use of social media Importantly, social media isn’t a Members want to give feedback, they A simple marketing campaign might broadcast medium. We’ve all been want to relate to messages, and they comprise leaflets, posters, email, guilty of it, putting sales messages on want useful information. They don’t newspaper, radio, website updates our social profi les with last-minute want sales messages or constant alerts and social media, with all of these promotions. The instantaneous about classes. A simple rule we use is considered integral and inter-dependent nature of social media also makes it an commonly known as the 2-4-1 rule, elements of your overall marketing attractive option for panic selling. which is that for every seven posts you communications mix. Your main However, the short-term benefi t create for your social media: campaign theme and message should often doesn’t outweigh the long-term sTwo should offer content concerning therefore translate well across all these detriment. When social isn’t kept ‘social’, your business. Remember to keep it channels, including social media. you’ll fi nd engagement soon dwindles. social, tell a story and involve your Social media is the only part of your A simple indicator of this is how many audience. A great method for engaging marketing that’s both interactive and likes/retweets/+1’s you get for each of your audience in this scenario is tagging accessible to anyone, so you should use your posts. If you’ve noticed this drop, some of your fans in your posting – a it as a way for potential customers to it’s time to do something about it. common method used by entertainment get to know you better. Social media’s profi les such as The LAD Bible. key role from a business point of view is What type of posts? sFour should offer topical information to make companies easier to relate to, There are easy ways to communicate – a news article about the latest diet adding a personal touch to what they do. with your different user groups. to sweep the nation, for example, or

October 2014 © Cybertrek 2014 Read Health Club Management online at healthclubmanagement.co.uk/digital 49 SOCIAL MEDIA

To attract prospects, make staff seem friendly to minimise intimidation PHOTO: WWW.SHUTTERSTOCK.COM/STOCKYIMAGES

answers to some common questions sPlan social media campaigns around you’ve updated content elsewhere, make you’ve been asked that week. Be careful your real-world marketing, so they’re sure it goes on your social channels and to make sure these complement what based on constantly changing themes pretty soon you’ll have the makings of a you offer as a service/product; if posting rather than the same old class updates, content network. links to third party websites, be sure joining offers and supplement offers. there’s no inkling of a competitive sPick a great management tool for your Just good friends product/service on that website. social media activity that ties in to your Whether your business is just you or sOne can be an out-and-out sales central marketing campaign: you can you oversee an office of hundreds, message. Make sure there’s a sense of easily pre-schedule using a social media whether you operate a small business or urgency applied to this sales message scheduling tool. There are plenty of free you run a multinational, social media is a and a clear call to action. For example, tools online, but we use Buffer, which is force that can benefit any business if a ‘no joining fee’ offer needs to include something many bluechip companies use leveraged in the right way. details of how people should redeem it. nowadays. It gives you the freedom to The key principle of your interactions Even an audience on social media needs keep your social media accounts ticking should be to make your company appear to be guided in the right direction. over with minimal management, which in as human as possible. If the buying public So what about prospects? Research turn gives you the freedom to have more views your company as having its own done by www.sweatband.com found that, spontaneous fun with your social media. personality, it makes your business of all the types of social media updates, sShare so people care. Make sure you more relatable. Social media is the those relating to health, fi tness, diet share those strange, humorous, exciting only marketing channel available to you and weight loss were the ones people moments on your social media channels that allows customers to befriend your disliked the most: 53 per cent of people as and when they happen. Sharing things business – and we all trust the opinions highlighted these types of update as their as they happen, no matter how odd or and recommendations of our friends. O least favourite. This suggests that, from embarrassing, makes your business look a prospect point of view, even on social more human and approachable. media we aren’t penetrating beyond the sDon’t broadcast. You may not think Manraaj Sunner has worked in 13 per cent glass ceiling of gym members. you’re doing this very often, but you the health and fi tness industry in a For posts directed towards prospects, probably are. If all you’re posting about marketing capacity for the last 10 we should therefore avoid testimonials are things your members can participate years, with a number of multi-site and focus more on the fears people have in, purchase or book, all you’re actually operators. Recently, he founded of joining. Make the gym look fun and the doing is trying to sell. Try posting 3one5 Marketing, a full-service staff seem friendly to address intimidation. something solely for entertainment agency dedicated to working with clients from purposes and watch the change in the health, fi tness and leisure industries, with Social media top tips response. Remember the 2-4-1 rule. a focus on integrating modern marketing Creating a successful social media channel sLink your social channels to techniques for optimum response. requires a combination of planning, everything. Online, link all your activity Twitter.com/3one5Marketing spontaneity, the right tools and the ability back to your social media channels – Facebook.com/3one5Marketing to have fun. Here are a few ways to email, website updates and blog posts. Web: www.3one5.co.uk develop a solid social media strategy: And do the same in reverse: whenever Email: [email protected]

50 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2014 © Cybertrek 2014 “The Most Advanced Indoor Cycle on the Market Today“

he Evo Fitness Bike contains the most comprehensive list of innovative features Tavailable on the commercial indoor cycle market. Both the Orb™ and Core Active Sway Frame™ technologies are exclusive to the Evo Fitness Bike, making this indoor cycle one of a kind. The elegant, cantilever frame design refl ects the exclusive technology and dedication to form and function. 10° Core Active SWAY FrameTM The Evo Fitness Bike's Core Active Sway Frame™ allows a 10° sway to either side! This motion has been engineered to enhance your workout by engaging your core and upper body as you pedal. The frame can also be fi xed for a classic, non- sway bike experience. No Belt, No Chain, No Problem! The Orb™ Planetary Gear Drive System has a compact, single axis design that negates the need for a belt, chain, or external fl ywheel. 10 ° sway simulates natural motion of riding a real road bike Low Maintenance No exposed pieces that could be subjected to corrosion & no need to worry about broken or loose belts or chains because there are none! The perfect combination of advanced tech, good looks, and effective training, all geared to make your commercial setting stand apart from the rest.

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October 2014 © Cybertrek 2014 Read Health Club Management online at healthclubmanagement.co.uk/digital 51 SOFTWARE Intelligent systems

Use software to optimise sports pitch and court bookings PHOTO: WWW.SHUTTERSTOCK.COM/MONKEY BUSINESS IMAGES

With reams of membership hings have moved on from at least 80 per cent of the data captured data available at the touch of a the days when member remains unstructured and unused. data was just a list of names So within the health and fi tness sector button, how can clubs use the T and addresses. The latest specifi cally, what sort of data is being information they have at their customer management software captured that clubs aren’t really using – allows health and fitness clubs to mine or at least not using to its full potential? fingertips to make smarter detailed information about member business decisions? Kate preferences, motivations and habits Making use of space – and use it to drive revenues and Be honest, how often is your squash Langrish reports increase profits. So why do so many court/children’s pool/sports hall/ operators make so little use of it? delete as appropriate, empty? One “Typically operators use basic of the areas many clubs leak profit statistical evaluations of the is in the under-utilisation of certain demographic build-up of their areas, and even certain classes. customer databank – gender, age, “More and more, people want to location and birthday,” says Guenther understand how to make better use of Poellabauer, sales and marketing their empty spaces, be it in bookable director for software provider TAC. areas or classes. Software systems allow “This is a very basic observation of clubs to contact members who have a company’s customer pool, and a done certain things before, and who very small percentage of what’s being would therefore be likely respondents captured by the software.” in the future – for example, sending an In fact, a study by Harvard Business email to fi ve-a-side users if a pitch is free, School found that, such is the volume or inviting parents to book a birthday of digital content and data generated by party for their child 11 months after businesses across the board nowadays, the previous booking,” says Georgia Dowdeswell, senior product design lead at Gladstone Health & Leisure. A previous party booking can be followed up 11 months later It’s one thing knowing how many

PHOTO: WWW.SHUTTERSTOCK.COM/ZURIJETA PHOTO: people are in your club at any one time,

52 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2014 © Cybertrek 2014 From static to active reporting

adly the challenge doesn’t end S with operators’ limited use of data: what clubs do with the information they do successfully access often also misses the mark. “They use reports to tell them what the numbers are – such as participation and fi nance – and they tend to pull off lists of this information. We call this static reporting,” explains Ieuan Williams, bid manager for XN Leisure, who believes this sort of ‘static reporting’ is not worth the paper it’s printed on, as many clubs don’t have the time or skills to interpret the data and put changes into action. In today’s market, with profi t being squeezed from all areas, static reporting no longer cuts it. Clubs need to be reacting quickly and effi ciently – and the latest management software enables this by providing active solutions,

such as automatically sending PHOTOGRAPHY PHOTO: WWW.SHUTTERSTOCK.COM/AMMENTORP alerts to people who have used courts before if there’s last-minute availability, or highlighting how a simple change in class time could turn a half-ﬁ lled class into a sell-out. “Nowadays, being able to respond swiftly to threats and changes is essential, and it’s interesting how these business systems can facilitate that,” says Sean Maguire, managing director of Legend Club Management Systems. “Where previously you would discover a problem a month or two in arrears – at best – you can now identify the same issues in real time and Make sure you contact members well before they think about leaving respond quickly.”

but understanding exactly where they’re information to have at your fingertips, Having a member journey in place going can help you optimise space, as and newer software allows for more is vital, agrees Ieuan Williams of XN Dowdeswell explains: “Translating a list sophisticated management than the Leisure: “Text reminders for induction, of attendances into hourly breakdowns standard ‘we’re sorry you’ve left’ letter. motivational emails dependent on can reveal the usage trends and help “We did a survey of clubs and number of visits, getting clients back in better manage classes, courses and found that many suffered the same for reviews to freshen up programmes resources/space. It can also enable problem of membership dropping off and so on – all of this can help retention.” managers to identify classes that are after the year anniversary. Very often, The latest systems also help manage showing a decline over time. They can members were being contacted about retention on a month-by-month, even then take immediate action by getting renewal as the year approached or class-by-class, basis. “These reports can customer feedback and potentially membership had already expired, but show you who ‘no-showed’ to a class making changes to the class timetable or the feedback revealed they felt the club so you can follow up with them, or who the way those classes are marketed.” hadn’t communicated with them,” says hasn’t been to your health club in three Damien Brown, general manager at months so you can email them with a Keep them coming ClubWise. “You need systems in place ‘We miss you!’” email,” says Stephanie Client attrition and retention data is that will contact members long before Jennings, senior vice president of sales arguably the most important they think about leaving.” for MindBody. “There are a huge variety

October 2014 © Cybertrek 2014 Read Health Club Management online at healthclubmanagement.co.uk/digital 53 SOFTWARE

of automated emails and text messages “Studying customers’ online behaviour that can be sent out to clients like these, is a big opportunity, and generally one and this can help with relationship- that’s under-exploited in the industry,” building as well as improving retention.” says Legend MD Sean Maguire. “Our customers are able to study when More for your money customers browse their self-service web Member data can also reveal other pages and smartphone apps. As a result, potential sources of revenue. “Analysing they can respond on the very same day to class usage, for example, means you can opportunities or unproductive campaigns. see opportunities for upselling,” says “Sometimes customers are put off by Shez Namooya, business development the perception of it being diffi cult to manager for EZ-Runner. “Perhaps do, but this is much simpler than non- members who don’t attend classes technical people might think it is.” might be more likely to buy PT services. Or could you use it to track certain It’s all about the customer class attendees and influence what you Many club management software cross-sell or promote? systems also offer indirect benefits to “Meanwhile, tracking turn-away members of the club, which bookings, or tracking the reasons consequently helps increase loyalty and you’re unable to fulfi l a booking, can improve retention – a win-win situation. create business cases to justify extra “Gladstone’s new reporting tool, eyeQ, space or resources. What if a change in allows clubs to really understand the opening times could increase revenue value of the membership fee to each by 10 per cent, for example?” individual. It reveals high users and allows rewards to further their loyalty, Online behaviour and also identifi es people attending With members increasingly demanding less often, who may be at higher risk the convenience of booking through of leaving. In this case, it works hand- their computer, smartphone or tablet, in-hand with our other products to tracking online behaviour becomes ever create direct interactions to encourage more important for clubs. retention,” explains Dowdeswell. “This enables members to feel like they’re not just a number. There’s no use in sending out texts and emails Clubs can track online encouraging a member to make use of behaviour via computer, phone or tablet bookings PHOTO: WWW.SHUTTERSTOCK.COM/SANNEBERG

54 October 2014 © Cybertrek 2014 TAILORED LEISURE SOLUTIONS

PHOTO: WWW.SHUTTERSTOCK.COM/MARKUS GANN Proven software delivered world-wide for over 15 years. Ez-Runner can help with evey aspect of your leisure business from POS, resource management, to customised reports and access control.

As well as key software modules as standard we offer fully integrated online functionality including : Analysing group class usage could produce Mobile websites your seldom-used weights room if she’s opportunities for upselling only interested in classes. But send that Online bookings same member targeted details about Staff Diary views a new, similar class and she’ll feel like you’re talking just to her.” “Importantly, they have an intuitive user Memberships Online It’s the nature of this direct interface, so users can easily connect to Automated Marketing interaction that’s all-important, agrees data on members, attendance, bookings, Paperless Solutions Brown, and software isn’t just a tool class viability and subscriptions – but the Debt Payments Online for managers. “The training area on our system also has automated responses to dashboard allows personal trainers to action improvements.” and much more! see their prospects, view and tap into This is a key development. Having client records. They can also create reams and reams of data will not help tasks and add notes on the member’s a club’s business if no-one is using record, increasing the sense of a it to make informed decisions. The personal, bespoke service.” good news is that the latest software The front desk can also impact on management systems not only track customer satisfaction, says Poellabauer, data but can, if required, play an and with a general trend towards fewer interactive role. “Reporting systems staff behind the front desk, it’s never that simply spit out spreadsheets of been more important for them to have customer data are no longer useful the right information at their ﬁ ngertips. enough,” explains Maguire. “A good “If a member’s preferences are there, reporting system must sit with all the a receptionist will immediately know customer data on it and must have upon booking whether, for example, the ability to set targets, budgets and the customer prefers a male or female KPIs, and generate alerting so staff can massage therapist. It all means better drive action in real time.” customer service,” he explains. Namooya agrees: “As software “With wider automation due to suppliers, we have the opportunity to pressure on costs, there’s a lot more aid data analysis and extraction. You data being generated. But frontline staff create the parameters and the system still must service customers swiftly communicates to your members and and properly,” adds Maguire. “Trusting lets you analyse the data. what’s in front of you on-screen has “But the key is always to ‘KISS’: keep become much more important as fewer it simple, stupid! Don’t over-analyse and staff service more customers.” stick to key areas and outline goals you are trying to achieve.” What help is available? And don’t be afraid to ask the With all this to gain, why aren’t clubs software experts for help. “We do this making better use of software systems day in, day out, so we can assess where they have in place, or looking to invest the customer is and what will be the t: 0844 847 5827 in a new one? “In the past, specialist quickest wins,” says Williams. “The reporting software has been expensive process of automating communications w: www.ez-runner.com and unwieldy to use. But these days, can be extremely simple – and very products like ours are designed for beneﬁ cial.” It’s time to get to know your non-expert users,” says Dowdeswell. members that little bit better. O

October 2014 © Cybertrek 2014 55 Edited by Katie Barnes. Email: [email protected] RESEARCH ROUND-UP

If a mother is active, Early her child is likely start to be active too

Two new studies give insight into children’s exercise. We take PHOTO: ILLYA WWW.SHUTTERSTOCK.COM/VINOGRADOV a closer look at the ﬁ ndings

etting up exercise classes that include group activities for S both mothers and kids, or that are held before school, could be a winning formula for health club operators, suggests new research. Mum’s the word Scientists from Cambridge and Southampton universities in the UK have found there’s a direct link between the physical activity levels of mums and their children. In fact, it discovered that youngsters are not naturally active and that mothers play an important role in it’s likely that activity in one of the pair All children in the exercise group the amount of exercise their kids get. infl uences activity in the other.” showed improvements in areas such This suggests clubs that want to get Hesketh added that, while 10 per cent as attention and mood compared to results from younger members would extra a week doesn’t sound like much, those who did no physical activity. benefit from creating classes where it’s more signifi cant when looking at These benefi ts applied to those with parents and their kids exercise together. exercise over a month or even a year. or without risk of ADHD symptoms. The study*, published the journal Lead study author Betsy Hoza told Pediatrics in March, was based on 554 Helping with ADHD the Wall Street Journal: “This is the mothers and their children who were Another piece of research**, published fi rst large-scale study demonstration aged four and not yet at school (but in the Journal of Abnormal Child Psychology of improvements in ADHD symptoms most went to nursey). All wore a last month, found that before-school from aerobic physical activity using a heart-rate monitor and accelerometer exercise may reduce the symptoms of randomised controlled trial methodology.” continuously for seven days. ADHD in children at school and home; She also said that “this shows promise as The data revealed that, for every gym operators might look at scheduling a new avenue of treatment for ADHD”, minute of moderate-to-vigorous exercise classes earlier in the day. and that the results were comparable to exercise a mum did, her child would be Researchers from Michigan State those expected from the treatment of 10 per cent more active. Yet it was also University and the University of ADHD by a trained professional. noted that only 53 per cent of mothers Vermont, US, studied 202 early It was suggested that further studies performed 30 minutes of moderate-to- elementary students ranging from should investigate how the frequency vigorous activity at least once a week. kindergarten years through to second and amount of physical activity can Co-author Kathryn Hesketh, who’s now grade. Some of the children showed impact on children, with the issue of a research associate at University College signs of ADHD, while others did not. age-related benefi ts also being explored. London, told the BBC: “The more activity The children were randomly split Alan Smith, chair of the kinesiology the mother did, the more active her child. into two groups, with one conducting department at Michigan State, Although it’s not possible to tell from moderate exercise for 30 minutes before said:“This gives schools one more this study whether active children were school, while the other group was asked good reason to incorporate physical making their mothers run around them, to complete more sedentary tasks. activity into the school day.”

*Hesketh K et al. Activity Levels in Mothers and Their Prescool Children. Pediatrics. March 2014; **Hoza B et al. A Randomized Trial Examining the Effects of Aerobic Physical Activity on Attention-Deﬁ cit/Hyperactivity Disoder Symptoms in Young Children. Journal of Abnormal Child Psychology. September 2014.

56 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2014 © Cybertrek 2014

PROINSIGHT PROMOTION

VANGUARD

MYSTERY SHOPPING FOR SUCCESS David Hopkins, MD and founder of mystery shopping and research company Proinsight, talks about the company’s future focus and how they’re helping clients turn everyday David Hopkins insights into profits

What’s your background? industry. Andy and Mhairi founded the when a customer interfaces with any I’ve worked in sport and leisure for the corporate wellbeing company, ARK part of a client’s business – including past 15 years, starting out on the gym Leisure Management, and they own the mystery shopping, bespoke research floor and rising to senior management prestigious 37° health clubs in London. projects, National Benchmarking positions at leisure chains such as Next They’ve backed Proinsight under a new Services, non-user surveys, exits Generation, David Lloyd and GLL. venture, Socius Investing, which invests surveys, and so on. In 2008, I became a partner at in leisure businesses and works with the Proleisure, which manages high profi le management to accelerate growth. What sets you apart from other leisure and sport infrastructure projects mystery shopper specialists? for clients such as Manchester City FC, Why did you launch Proinsight We want our services to deliver a Les Mills and the Emirates Stadium. and what services do you offer? tangible return on investment for clients. Earlier this year, I headed up the I’m a passionate believer in the value of For example, when we mystery shop an launch of sister company Proinsight good research. Most organisations use organisation’s sales process, using our Research, which is leading the way with research a little too late in the business unique process, we expect to see uplift the latest techniques in consumer insight cycle. It’s often used simply to validate in revenue as a direct result. and research for leisure businesses. what’s been done, but when done early, We also deliver fast results, so clients Our executive directors are Andy it can fuel new ideas and innovations. can act on those fi ndings and implement Kay and Mhairi FitzPatrick, who each We offer a range of services designed valuable changes to their business. We have a wealth of experience in the to give insight into what’s happening can mystery shop a health club, compile the report, validate the information and deliver the results to our client’s mobile device within 48 hours. If our clients have customer-facing issues they want to fi x them now, not next month.

What are some of your more niche services? We use sophisticated technology to deliver HD visual recordings of the customer experience for some of our clients. Results are compelling. To be able to listen to and watch a service encounter in HD is an incredibly powerful tool and can be a wonderful training vehicle. Video shopping is the next level of mystery shopping for the sector.

58 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2014 © Cybertrek 2014 Proinsight has over 4,000 mystery shoppers putting businesses through their paces

Who else is on your team? We’re very excited to have appointed experienced research specialist, Anna Marangi, as our head of client services & research. Anna has worked on UK and international research projects for high proﬁle clients in the medical, legal and energy sectors, and recently worked on a large project researching links between diabetes and obesity. She’ll help us to grow the research arm of our business taking on bespoke projects for clients. Our other employees work in our fulﬁlment department scheduling the mystery shops, reviewing each report and maintaining the highest quality. And we have our 4,000 mystery

shoppers nationwide, covering Cornwall WWW.SHUTTERSTOCK.COM PHOTO: to Inverness, Dublin to Norwich. Can you highlight a recent research behind the stats that tells us How do you find and grow that client success story? people need to get more active and this army of shoppers? We recently worked with Pro-active will need to be measured going forward Our shoppers and field research teams Camden (a partnership between the It feels like we’re in a good place, in a come from a wide demographic which London Borough of Camden, NHS good industry at a good time. means our clients get insight from a London and Camden’s leisure facility relevant cross section of the population. operators) on the Give it a Go initiative. How will these trends shape the We manage our database of shoppers The scheme gave a group of 1,000 future, and what could it mean tightly and recruit from targeted areas, hard-to-reach and inactive local for Proinsight and its clients? from Saga to Netmums to Student Job. residents the opportunity to take part Amid all this exciting change, nothing Once they’ve passed the online in free physical activity. survives without great service. We assessment they get additional job ProInsight was responsible for help our clients understand where specific training and guidance. Our measuring the impact that this scheme their service delights and where it falls shoppers are happy, engaged and we pay had on their mental, physical and short, so they can either reward staff them well. They appreciate our efforts emotional wellbeing during, after and a or fix problems quickly. and they reward us by doing a great job. year later. The work was nominated for With our clients, we’re working The integrity of our research and data a ukactive Flame Award in 2013. on reward programmes to recognise is paramount because it’s on this that This kind of data will be essential for those magic moments staff provide. our clients base their business decisions. many organisations seeking continued or We’re also launching our first project funding for the future. benchmarking report this month, Why should clients engage you? which will assist senior managers in Take one of our most popular products What do you see as the key understanding the key industry trends in – a mystery shopping programme trends in leisure currently? commercial sales performance. designed for a health club’s sales team. Micro gyms and wearable technology The future looks exciting, and we’re Pound for pound, it’s one of the best are stealing all the headlines! These the new kids on the block, full of energy investments a health and fitness club developments are great for the sector as and passion with an appetite to innovate manager will make. they represent real vertical change as and develop new products. Our energy It’s an extremely detailed and cutting opposed to horizontal expansion. is infectious, and it’s reflected in the edge research process, covering The economy is picking up and there great work we do for our customers. O anywhere between 200-300 evaluation is much more investment . Businesses points – both qualitative and quantitative are changing hands and this is good research, plus the more emotional news for us because new owners need For more details on Proinsight aspects of staff interactions. research and independent insight. Research, contact: The information we provide will ukactive is getting its message across. TEL +44 (0)845 468 0430 help the club sell more memberships ‘More people, more active, more often’ EMAIL [email protected] in a matter of days. There is no faster, is a clear brief and I think it’s beginning WEB www.proinsight.org clearer return on investment. to resonate with the industry. It’s the

October 2014 © Cybertrek 2014 Read Health Club Management online at healthclubmanagement.co.uk/digital 59 EXERCISE SCIENCE

COOL CUSTOMER Vasper, a hi-tech fitness system based on cooling and compression, has been designed to reproduce the effect of a high-intensity anaerobic training session – in just 20 minutes. Katie Barnes reports PHOTO ©CODY PICKENS ©CODY PHOTO

Vasper helped Olympic athlete Erica Ashley McLain “recover faster than any doctors expected”

60 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2014 © Cybertrek 2014 here’s a new piece of regardless of their physical ability or cutting-edge equipment age.” He adds that it should be used to T that’s grabbing the attention complement existing workouts rather of NASA researchers and than completely replacing them. Olympic athletes alike, thanks to its ability to reproduce the effects of a high- Uptake to date intensity anaerobic training session in For the moment, members of the public just 20 minutes. Vasper – which stands can only try out Vasper at its offices in for vascular performance – uses cooling Silicon Valley, California and Hawaii, US. and compression systems to accelerate Prices for the 30-minute session start at the activation of fast twitch muscles, US$35 (€26, £21), but a number of placing them in an anaerobic state packages and memberships are available. without the normal wear and tear on Vasper inventor Peter Wasowski Once funding has been raised, the idea is the body of a longer workout. to roll out the system in rehabilitation But it’s not just astronauts and elite centres and to corporate clients. sports people who can benefit from One of its corporate clients includes Vasper: it’s been created to optimise Vasper reproduces the Google, which installed Vasper at the health of any user at any level of its Californian headquarters in May. fitness. So just how can it do this? effect of a high-intensity It’s also being trialled by number of athletes who’ve written testimonials How it works anaerobic training session, on the Vasper website. Designed by Peter Wasowski, an but with less effort and Patrick Marleau, the star of the San entrepreneur from Hawaii, the Vasper Jose Sharks ice hockey team, says: workout consists of a 20-minute less physical damage “Within 20 minutes of my first use, I intensive interval fitness programme, had the endorphin rush that you can tailored to people’s abilities, on a usually only achieve after a much longer recumbent bike. So far, so apparently body’s core temperature lower during workout. It helps with my recovery normal. But the Vasper system has exercise. Clients can push themselves after strenuous workouts… When I two particular hi-tech features that a lot harder without sweating and do Vasper before my workouts, I have make all the difference. without wear and tear. It also means some of the best workouts. I can maybe sCompression: Patented Vasper that fatigue is less likely to set in – as compare it to a runner’s high.” technology includes compression cuffs it does when the body’s temperature Another advocate is US Olympic filled with cool liquid. According to rises – and strength, endurance and triple jumper Erica Ashley McLain Wasowski: “The cuffs place gentle cognitive functions don’t start to (pictured), who used Vasper for pressure on the muscles of the upper deteriorate as rapidly, if at all. rehabilitation following a serious injury. arms and thighs to activate the fast After the exercise, users rest for 10 She says: “I was told I would never twitch muscles and place them in minutes on a liquid-cooled mat to flush run again. A year later, I posted the an anaerobic state which, in turn, out lactic acid, lessen fatigue and further top triple jump distance in the US. I increases lactic acid. maximise the benefits of the workout. feel confident that adding Vasper to “The build-up of lactic acid pushes the my standard rehabilitation programme brain into a rebuild and recovery state, The benefits helped me beat the odds of my injury so it cranks up production of anabolic In short, Wasowski says the Vasper and helped me recover faster than any hormones such as human growth system has “been designed to of my doctors expected.” hormones (hGH) and testosterone.” reproduce the effect of a high-intensity In 2011, Vasper also signed a three- It’s these extra biochemicals that anaerobic training session, but with year agreement with US space agency help rebuild and strengthen muscle less effort and less physical damage”. NASA. Astronauts have to exercise tissue, and lead to additional health He adds: “Anaerobic exercise is for a least four hours a day in space benefits associated with intense traditionally only possible through heavy to prevent muscle and bone loss, and anaerobic exercise such as fat loss, weightlifting or high-intensity interval NASA is interested in seeing how Vasper increased muscle, more restful sleep, training, which many people either can’t might reduce workout time. Dr Jeffrey greater energy and an enhanced overall perform or don’t want to do.” Smith at the NASA Ames Research sense of wellbeing. Other media claim that the 20-minute Center told CBS San Francisco: “We’re sCore body cooling: As well as programme gives the benefit of a not here to endorse them [Vasper], but the cuffs, the Vasper system includes two-hour workout, but Wasowski will we want to understand what they’re a cooling vest, copper footplates and not confirm this. What he does say is doing, how it’s scientifically possible, and a helmet. These are filled with chilled that: “Vasper provides easier access what the potential of this technology liquid and are designed to keep the to these anaerobic benefits to anyone, might be for NASA.” O

October 2014 © Cybertrek 2014 Read Health Club Management online at healthclubmanagement.co.uk/digital 61 CHILDHOOD OBESITY Child’s play

What can be done about the rising levels of childhood obesity around the world? Kate Cracknell talks to the people behind a range of initiatives designed to promote physical activity among children – all with a strong focus on fun and play

HEALTHY HABITS

Kathleen Tullie – founder of the BOKS initiative, a before-school programme funded by Reebok – explains how getting kids active before class can set them up for both learning and life

“BOKS’ founding principle is that physical activity can improve classroom performance and behaviour”

When was BOKS founded, and why? performance and behaviour. Yet the BOKS (Build Our Kids’ Success) was US school systems are sorely lacking in founded in 2009 at one elementary opportunities for our kids to be active: school in Natick, Massachusetts, US fewer than 4 per cent of elementary – originally under the name Fit Kidz Get schools have daily PE, and only 57 per Up & Go, prior to Reebok’s involvement. cent of schools have regular recess. It’s The reason was quite simple. After 18 no wonder obesity rates are rising. years in the corporate world of real estate I was already getting my kids and ﬁ nance, I tried my hand at being a stay-at- others in the neighbourhood together home mum, but I only lasted a few months. for impromptu soccer matches and I read the book Spark by Harvard Medical running races before the school bus School professor Dr John Ratey, which arrived in the morning, and I wanted to describes the profound effect exercise has see if I could activate other parents and on the mind, and I was hooked. their kids to get involved. I teamed up I was inspired by the fact that physical with two other mums – Jen Lawrence, Kathleen Tullie, founder of BOKS activity, especially before school, can a CrossFit enthusiast, and Cheri Levitz, have an impact on both classroom who had a background as a lawyer – and we developed two 12-week curricula for the school year. Word started to spread BOKS is now offered in over 1,000 in surrounding areas too, and I started schools in the US and around the world getting calls from other parents wanting to start a programme at their schools.

So what is BOKS? BOKS is a free, before-school physical activity programme designed for elementary school kids aged 5–11, although we’ve recently developed a curriculum for middle schools too – grades 5 to 8 (ages 11–14). Its goal is to get kids moving in the morning and their minds ready for a day of learning. It teaches motor skills, functional ﬁ tness movements, and how to be part of a team and play with different ages. Its mission: to promote

62 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2014 © Cybertrek 2014 A popular offering: In BOKS surveys, when kids are asked if they want to come back next session, 96 per cent say yes the profound impact of physical activity autumn and then the winter/spring. that being active isn’t only good for on a child’s mind, body and community. However, the curriculum is created to them but for their whole family. By The founding principal of BOKS is that be flexible and adaptable. There are looking at comments in the surveys, we physical activity, especially before school, schools that run three- to 10-week notice that kids are encouraging their can improve classroom performance and programmes, while other schools offer a families to be more active. Instead of behaviour – but it also plays a positive BOKS drop-in programme every day staying inside at the weekend, they’re role in the obesity epidemic and kids’ during term time. In some towns, the suggesting their families go on hikes overall health and wellbeing. local YMCA uses BOKS as part of its or to the park. Kids are also becoming Each day, BOKS trainers guide kids before-school programming. In others, more aware of healthy nutrition and through a 45-minute lesson plan that they offer BOKS to the whole school. they’re teaching their families about it. includes a warm-up, a running-related Of the 1,000 schools enrolled in BOKS helps the younger generation activity, a skill of the week, group BOKS throughout the world, the highest embrace the healthy habits that will help games and a BOKS Bit – an age- concentration is in Massachusetts, US. reverse the obesity epidemic over time. appropriate nutritional tip developed by Tufts Medical Center and designed What difference does BOKS make? How is BOKS funded? for kids to learn and share at home. I believe that BOKS has a tremendous The majority of the funding currently power to effectuate change: I had one comes via The Reebok Foundation, for How did the link with Reebok start? special needs teacher tell me they’d which BOKS is its primary programme. One of the members of our school board never known anything have such an We’ve also received more localised was from Reebok, and they suggested we impact on the children. We also run funding through organisations like The went in to pitch for promotional items. A surveys at the end of our sessions, and Boston Foundation. senior executive joined the meeting and one question speaks volumes: when we explained that Reebok had made it a ask if a child wants to come back next What are your main challenges? priority to reverse the culture of session, 96 per cent say yes. One of the main challenges is continuing spectatorship to become a culture of The simplicity of BOKS is what to build evidence to prove to the participation. He believed we had to makes it so effective. Anybody can education system that physical activity start with young people, and that BOKS become a BOKS trainer, from parents on a daily basis is critical to academic was the perfect way to give kids around and teachers to nurses and custodians performance, as well as the overall the world access to physical activity. We – they just need the passion to make a health and wellness of the student. realised Reebok could help us reach difference in the lives of our children. many more children: since then, with the All we need is one champion in every What can fitness facility operators support of our pro-bono partners, we’ve school. That’s how, together, we can learn from BOKS? grown to over 1,000 schools. make a huge difference in children’s lives. The biggest learning is that kids like to I think one of the reasons we’ve be active when given the opportunity. If How is BOKS run in schools? seen success is that we’re walking the physical activity is fun and engaging, kids The programme is designed to run for walk. In schools where we have parent will come back for more. It’s our two 12-week sessions, once in the trainers/volunteers, the kids are seeing responsibility to provide opportunities.

October 2014 © Cybertrek 2014 Read Health Club Management online at healthclubmanagement.co.uk/digital 63 CHILDHOOD OBESITY

PLAY FOR LIFE

Playgrounds are vital to children’s welfare, says Darell Hammond, founder and CEO of KaBOOM!

“The whole city should be a playground. Play should happen everywhere”

What is KaBOOM! and why was it founded? KaBOOM! is a national non-profit organisation in the US, dedicated to saving play for America’s children. Our children are playing less than any previous generation, and this lack of play is causing them profound physical, intellectual, social and emotional harm. Our mission is to create great play spaces through the participation and leadership of communities. We would like to see a place to play within walking distance of every child in America.

Why are playgrounds so important? Play is the ‘work’ of kids. It’s a way for them to exercise their mind, their body Hammond set up KaBOOM! to ‘save play’ for US kids and their wiggles. It’s the way they rationalise the world around them. It’s the way they learn social connections. in disrepair. Fears surrounding lawsuits setting bold goals, they’re trying to solve It’s both very intricate and very simple, and safety are trumping common sense, big problems using play as the solution. and it’s the foundation for a lifelong resulting in sterile, uninspiring play Chicago, for example, and what the ability to have relationships, to have environments. Recess is being eliminated mayor’s doing there – he’s ﬁ nding the health and to live a full life. from our nation’s schools. Kids are money to build 300 new playgrounds, so We therefore need to ensure all kids overscheduled, and in their free time there’s one within a seven-minute walk have access to safe places to play. many choose to stay indoors, lulled by of every person living in Chicago. television, computers and video games. I’m excited by some of the examples How many sites have you built? At KaBOOM! we talk about creating we’re seeing, but it’s just the start. We Although not yet under the KaBOOM! ‘playable’ cities, by which we mean cities need to intensify efforts, recognise best name, the first KaBOOM! playground that take steps to ensure active play practice and aim for a domino effect build took place in October 1995, in becomes the easy choice for every child, whereby more cities adopt family-friendly, Washington, DC. KaBOOM! was every day. People already talk about child-friendly policies. We get tens of officially founded in 1996 and has since walkability and bike-ability, but those are thousands of applications every year for raised more than US$200m, rallied a generally focused on adults. We want to the 200 playgrounds we end up building, million corporate and community encourage communities to design family- so we need other people to join the cause. volunteers, led the construction of over friendly, child-friendly cities once again. 2,600 playgrounds, and inspired a What must society as a whole do to movement for a child’s right to play. Are any cities doing it right? reverse the rise in childhood obesity? We’ve recently set up the Playful City Cities need to offer amenities that allow What more can be done? USA programme, in partnership with families to socialise. Playgrounds are The problem is, we’ve designed kids out the Humana Foundation, and this year important, but the whole city should be of cities. Not enough playspaces are we’ve recognised 212 cities that we a playground with parks, sidewalks and being built, and those that exist are often believe are on the right journey. They’re paths. Play should happen everywhere.

64 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2014 © Cybertrek 2014 Available in print & online

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Some of Disney’s most popular characters were used to encourage kids to do an extra 10 minutes’ exercise a day

FUELLING THEIR IMAGINATIONS

This summer, Disney came on-board with the UK’s Change4Life programme in a six-week partnership designed to get the nation’s kids more active. Marianthi O’Dwyer, vice president and head of living well at Disney, explains why

Why did Disney want to get involved Free packs were available via the in Change4Life? Change4Life website, each containing We conducted research and listened to inspiration, ideas and tools to get thousands of parents across the UK kids doing fun bursts of activity for 10 with a view to understanding the healthy minutes. There was also a stopwatch for lifestyle goals they had for their family timing 10 minutes of activity, a wall chart and how we could help. Our findings and stickers for monitoring activity showed that over three-quarters of in the home, and a pack of 10 Minute mums thought being active and physically Shake-Up Disney activity cards. fit should be fun, and nine out of 10 mums said a Disney healthy living How did this fit in with Disney’s programme would help their families. broader strategy? We’re proud that Disney plays such a big What exactly was Disney’s part in the lives of kids growing up here involvement in Change4Life? O’Dwyer: Disney head of living well in the UK and around the world. We At its heart, the Disney brand is all also know that the brand has the ability about storytelling and creativity, and the to impact people – and especially 10 Minute Shake-up campaign put these favourites like Finding Nemo, through children – incredibly powerfully, and we qualities to the fore. It used some of our to characters like Olaf and Elsa from take this responsibility very seriously. most popular characters from film and our latest animation Frozen, the aim Bob Iger, chair and CEO of the Walt TV to encourage children to do an extra was to provide families with a wealth Disney Company, has therefore pledged 10 minutes of activity a day, with a view of fun and simple-to-follow 10-minute the company’s commitment to using the to getting the country moving for an activities to really get hearts pumping. unique relationship that children have additional 100 million minutes over the with Disney characters in a positive way, six weeks of the summer holidays. How did it work? to help families lead healthier lives. The partnership was about bringing This campaign, brought to families by Our vision with the Change4Life stories to life through fun activities Change4Life with a little magic from partnership was to inspire families that inspired children to get active. Disney, provided tools and games to to ﬂ ourish by encouraging life-long From classics like Mickey Mouse shake things up and get kids more healthy behaviours through storytelling, and Cinderella, to Disney Pixar active – and ultimately healthier. imagination, fun and play. O

66 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2014 © Cybertrek 2014 3S@X@BSHUD` Upgrade your life

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October 2014 © Cybertrek 2014 Read Health Club Management online at healthclubmanagement.co.uk/digital 67 CONSUMER RESEARCH The Future of Fitness

sites for the large club formats, and the Mega clubs, budget operators and out-of-club offerings fact that the market is almost saturated with this type of outlet. – what does the future hold for the health and fitness Mintel believes that operators will industry? Michael Oliver analyses the findings of Mintel’s have to start looking at ‘infi lling’ with smaller clubs, in the same way that the 2014 Health and Fitness Clubs report major supermarket chains have switched to building smaller convenience stores serving local neighbourhoods. This has he UK health and fitness club Demise of the mega club? already been recognised by operators industry survived much of the The future of the mega club is a key such as David Lloyd Leisure, which has economic downturn relatively issue in the market. Over the past three begun to open its DL Studio sites in T unscathed, but the past two years, full-service clubs with wet and dry high street locations, as well as Fitness years have seen tougher conditions facilities have only grown in number by 5 First with smaller clubs such as The Beat as consumers have had to cut their per cent, compared to 9 per cent for being opened near other full-service expenditure further in the wake of a larger dry clubs and 30 per cent for clubs operated by the chain; more such prolonged period of real terms declines smaller gymnasia/fitness suites (an area clubs will follow across London. in living standards. The structure of which includes many budget clubs). However, the problem for the larger the fi tness industry has also changed Most of the growth in terms of new operators is that many of these types signifi cantly in this period, with budget site openings during the economic of sites have already been taken by the clubs hitting the mid-market hard. downturn came from the budget sector burgeoning budget clubs sector. Expectations are for modest growth and, more recently, from microgyms, in market value and volume by the end which often specialise in one type of Battle of the budgets of 2014, refl ecting likely improvements instructor-led group activity, whether Another key issue in the market is the in living standards in the second half of that’s cycling, dance or fi tness classes. future of the budget sector. Between the year, as well as a rise in consumer This refl ects a growing expectation 2011 and 2014, the number of budget confi dence and falling unemployment. on the part of consumers for clubs in the UK has grown by 203 per Forecasts suggest that the market will personalisation and customisation of cent, from 73 to 221. However, the then grow by 5.9 per cent in the next fi ve products and services. Additionally, it annual rate of growth in budget club site years, to a value of £2,823m by 2018. refl ects the lack of availability of suitable numbers has decreased, from 95 per

Members who can’t always get to their club might pay to have a live class streamed into their home PHOTO: PHOTO WWW.SHUTTERSTOCK.COM/YEKO STUDIO

68 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2014 © Cybertrek 2014 Outdoor activities could attract those who don’t want to work out in a club PHOTO: WWW.SHUTTERSTOCK.COM/LUMOIMAGES PHOTO:

cent in 2012 to 29 per cent in 2013 and clearly differentiate their offering from equipment that will measure their 21 per cent in 2014. that of the budget operators, or else activity levels throughout their day, not The budget sector has thrived during they have moved more towards a low- just when they are in the health club. the harsher economic times of the past cost model in order to compete more Others may not want to visit their fi ve years, but conditions for the budget effectively – and with it making the club more often because they don’t sector may become tougher in the next budget segment even busier. enjoy working out indoors. Offering few years: the UK is in the early stages of In the meantime, the only mid-market a variety of outdoor activities led by what looks likely to be a strong economic clubs likely to continue to thrive are the a member of staff from the fi tness recovery, consumer confi dence has really established local sites with an extremely club – outdoor classes in a local park, bounced back and unemployment is falling loyal local following and not much for example – may be one way in much more rapidly than anticipated. The competition, which succeed because of which members can be encouraged to combined effect of these factors means the strong personal service they deliver. do more without visiting their actual that consumers may be more prepared health clubs more regularly. to look at increasing their monthly Revenue growth And for the non-user, as well as a outgoings again, which could potentially Finally, there’s the issue of how clubs desire to be offered a pay as you go include trading up to a more expensive can increase revenues from existing option when they visit a club, there’s health club membership. members and non-users. almost certainly a market among Additionally, there’s some evidence Other than perhaps some modest potential users – and indeed among that saturation of budget options potential to increase ancillary spend people who haven’t yet expressed an (encompassing budget clubs, plus some as the pressure on household income interest in joining a health and fi tness local authority leisure centres) is being eases, the indications are that the best club – for at-home and outdoor services. approached in some areas. This is opportunities for clubs to increase This could be a home-based personal leading to budget clubs cutting joining member spending lie in extending their training session, the hire or sale of fees and, in some cases, monthly fees. services beyond the club environment. fi tness equipment to use in the home, Competition – whether budget club So for example, a member may not the hire of fi tness monitoring equipment, vs budget club, or budget club vs local be able to physically visit a club as often or the running of outdoor classes. authority gym – is likely to intensify, and as they want to – perhaps because of Potentially there’s a whole new this is not going to be good for margins. childcare commitments, for example – audience who may never have had any Not only that, but the emergence but might be willing to pay extra for the desire to enter a physical club, but who of the budget sector has caused a option to follow classes at home using a would welcome the opportunity to take tremendous polarisation within the live stream, or to be able to download part in some outdoor or home-based health and fi tness club market. Mid- classes from an online library. structured fi tness activity, whether market operators have either had They may also welcome the that’s an outdoor run or class in a park, to move further upmarket to more opportunity to rent fi tness monitoring or a class streamed to their home. O

October 2014 © Cybertrek 2014 Read Health Club Management online at healthclubmanagement.co.uk/digital 69 OBESITY BIDDING FOR THE OBESITY BUCK

From health clubs and urban planners to science centres and drug companies, everyone is pitching to solve the problem of obesity. Kath Hudson takes a look at some of the groups and their proposals

ccording to the UK We look at some of the proposals think tank Overseas currently being put forward by groups A Development Institute, aiming to own the opportunity. one in three people worldwide are now overweight. Even SCIENCE CENTRES developing nations are getting fatter, as On the basis that they can hold incomes rise and diets become more conversations with the public, science and more fatty and sugary. centres have recently put themselves There’s a large consensus of expert forward as part of the solution to the opinion that says the obesity epidemic problem of obesity. is down to a combination of easy access For the past three years, 17 science to cheap, highly caloriﬁ c food – which centres across Europe have taken part is often aggressively marketed – and in the EU initiative Inprofood. This asks increasingly less active lifestyles. the public if they think governments So what’s the answer? Various should take responsibility for the industries have claimed they hold the obesity epidemic, or if it comes down to key to tackling the obesity crisis and individuals. This November, the results while the debate rages about whether will be collated and the feedback from obesity is a disease, a disability or a different nations compared. lifestyle illness (see HCM Aug 14, p5), In a separate initiative, Ecsite – the this is a business opportunity where European organisation representing there’ll always be plenty of demand. science centres, museums and

The Soil Association launched the Food for Life campaign in 2003

70 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2014 © Cybertrek 2014 Science centres across Europe are exploring food issues with young people

We think the health sector should be setting an example, especially as good nutrition aids patient recovery Amy Leech, the Soil Association institutes – created the PlayDecide in schools, with a Catering Mark to sign HEALTH CLUBS discussion game, aimed at 14- to up to, the partnership also educates on Dave Stalker, CEO of trade association 21-year-olds, questioning them about cooking and growing food. Currently ukactive, argues that there needs to be issues such as eating disorders, food 20 per cent of schools have signed up more emphasis on getting people waste, sustainable eating and personal to the Catering Mark. moving, since being physically active can accountability for food choices. According to Amy Leech, senior lessen the chances of serious illness in According to Ecsite, the results so policy advisor at The Soil Association, overweight and obese people. far show that the majority of people independent evaluation of Food for Life “Obesity is the loud, out-there believe decisions and choices related to saw a 28 per cent increase in primary issue, but inactivity is the silent killer,” lifestyles should be left to citizens, but school children eating ﬁ ve portions of he says. “Obesity will only be truly they think governments should regulate fruit and vegetables a day. “Working tackled when the food manufacturers certain areas, such as food labelling and with schoolchildren is incredibly reduce the sugar and fat content in prices, and should support healthy food important,” says Leech. “The habits we food, so ukactive wants to move away providers, provide infrastructure and form in our youth stay with us for life.” from the obesity debate and engage in encourage physical activities. It’s encouraging to see that school a debate on physical inactivity.” Respondents also believed healthy meals are high on the government’s According to ukactive, one-quarter of lifestyles should be part of the school agenda, with the implementation of the UK population are physically inactive curriculum and that school meals the School Food Plan, including plans and this costs £20bn in public health should be carefully chosen. to offer universal free school meals funding each year. “Focusing on physical to infants, coming into effect from inactivity would have a knock-on effect SCHOOLS September. Now The Soil Association on obesity. It would save the NHS and With its Food for Life partnership, the is aiming to tackle hospital food. “We the health of the nation. You can be fat Soil Association has been campaigning think the health sector should be setting but still be ﬁ t,” says Stalker. for better school dinners since 2001. an example,” says Leech, “especially as ukactive would like to see a As well as driving up standards of food good nutrition aids patient recovery.” rebalancing of public health spending,

October 2014 © Cybertrek 2014 Read Health Club Management online at healthclubmanagement.co.uk/digital 71 OBESITY

ukactive CEO Dave Stalker thinks that the focus should move from obesity to inactivity LET’S GET MOVING

so that more is invested in promoting ukactive has piloted a programme, Let’s Get Moving uses a GP physical activity. “Our dream would be Let’s Get Moving, which is aimed at referral model based on motivational for there to be a fi tness or community previously inactive people in danger of interviewing techniques, designed exercise professional in each GP surgery, developing chronic diseases related to to elicit information on the basis of counselling people to become more their lifestyle choices. which the patient can be referred to active,” says Stalker. This approach Funded by Sport England and a qualifi ed exercise professional for a has proved successful in a programme supported by local authority public fully supported programme. piloted by ukactive in Essex (see Let’s health teams, the programme’s aim In the coming months, additional Get Moving briefi ng, right). is to create a pathway for sustainable funding will come from Nesta, involvement in sport and physical enabling the incorporation of a SLEEP EXPERTS activity for those who are currently peer-to-peer element that will There’s a growing body of evidence to inactive. The pilot was carried out involve patients being mentored by a suggest sleep deprivation can lead to with a consortium of partners with trained volunteer and introduced to obesity (see briefing below). Several fi ve Primary Care Trusts across the a network of peer supporters. The theories have been mooted as to why. county of Essex, UK. It saw 504 programme will also go to new areas, Sleep-deprived people may be too tired participants amass a total of 48,000 starting with Essex County Council to exercise, or they might eat more as active hours, walking 69,000 miles. and then rolling out more broadly. they’re awake longer and snack at night. Also, lack of sleep disrupts the balance of key hormones that control appetite, Sleep psychologist Dr Andrew Privately-run sleep initiatives are so sleep-deprived people may be Mayers says he would like all GPs springing up and it’s likely the sleep hungrier than those getting enough rest. to be trained in sleep-related issues industry will start to grow as part of the So should governments be increasing – or else be able to refer people on wellness industry. London already has a awareness about the benefi ts of a good to someone who is. “This area of Sleep School and hospitality operators night’s sleep? And should there be more mental health is undervalued and has are beginning to offer retreats for health interventions to help those who received a disproportionate amount insomniacs – such as the Deep Sleep have diffi culty sleeping? of cuts,” he explains. Retreat at Grayshott Spa in Surrey.

A GOOD NIGHT’S SLEEP

A study funded by cancer charities and part in the study slept more, carried out by the University of they consumed an average of 134 Oxford has found a link between light calories less per day, weighed half levels in women’s rooms at night and a pound less and had lower fasting their weight. Researchers speculated levels of leptin – a hunger-regulating that melatonin might play a role, as it’s hormone which is highly correlated with a hormone whose production is the amount of adipose tissue – when Evidence suggests that inhibited by exposure to light and is compared to results monitored in a sleep disruption can lead to thought to play a role in metabolism. week when they had less sleep. weight gain and obesity A study funded by the American A study at Massachusetts General Diabetes Association at Temple’s Hospital for Children analysed data and weight, lean body mass, waist Center for Obesity Research and from 1,046 children over a number of and hip circumference, total body Education in the US looked at the years by interviewing their mothers fat and abdominal fat. Researchers impact of sleep on children’s eating about their sleep patterns and, at the found an association between sleep behaviours. When the children taking age of seven, measured their height curtailment and obesity.

72 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2014 © Cybertrek 2014 The Atlanta BeltLine provides a network of public parks and trails along a railway corridor

URBAN PLANNING

PARKS Ryan Gravel, senior urban designer at lifestyle. Car dependency clearly has One of the reasons people have US architectural practice Perkins + negative impacts on public health, so at difficulty sleeping is because of stress, Will, believes environment plays a key a minimum we should stop incentivising and this can also lead to weight gain. The role in health. He came up with the and even subsidising it.” stress hormone cortisol causes an idea for the Atlanta BeltLine Corridor Perkins + Will are consulting on increase in appetite, and when we’re – a 22-mile loop of green trails made more than 30 similar projects around stressed we’re more likely to reach for out of old railway lines – around the world. Fore more details, visit: high-calorie comfort foods. Atlanta, US. The trails link 45 www.beltline.org “One of the cures for stress is neighbourhoods and have 100,000 to eat sugar and fat: the body is people within walking distance of them. designed to crave this, as it gives It has proved to be a magnet for both energy quickly,” says Dr William exercise and active commuting. Bird, founder of Intelligent Health. “The infrastructure we build really “When we were hunter gatherers, matters,” says Gravel. “If we build in times of stress, conﬂ ict and famine sidewalks and greenways and public we would crave fat. When you’re transit networks, then the market stressed, you become less active responds with compact, walkable urban and eat the wrong things.” districts. If all we build is highways, Bird believes a three-pronged then we’ll continue to have a very The BeltLine was first conceived in approach is needed to tackle this spread-out, separated, car-dependent a 1999 master’s thesis by a student issue: environment, community and purpose. He says the environment we live in has a great deal to do “Green space offsets that stress, so BARIATRIC SURGERY with our weight, stress and activity if you live near a park or if you visit Inserting a gastric band to inhibit levels. “The more deprived the a green space regularly, it has been appetite and reduce food consumption neighbourhood you live in, the more shown to increase your life expectancy has become a mainstream solution since stressed you’ll be,” he explains. “That’s because your stress levels drop and it was recognised by NICE in 2002. why there are high levels of obesity then your habits change: you become The NHS has a framework whereby and inactivity in areas of deprivation. more active and eat better.” people are assessed to show they are

October 2014 © Cybertrek 2014 Read Health Club Management online at healthclubmanagement.co.uk/digital 73 OBESITY

Surgery and medication are used only in cases where people are suffering severe health issues

committed to change, and then have MEDICATION According to research by Nuffi eld to engage in a year-long programme Obesity medication can lessen appetite, Health, which questioned 3,100 UK before surgery. Even then, however, it make people feel full sooner, or make it adults, many obese people think they can be diffi cult to assess who’ll do well harder for the body to absorb the fat are just overweight and don’t realise and who won’t, according to consultant from food. However, these drugs are they’re putting their health at risk. Of bariatric surgeon at Nuffi eld Health known to have some undesirable those questioned, 44 per cent said Leeds hospital Simon Baxter. side-effects, including stomach pain, they had no concerns that they were “It’s not a magic bullet, but it can diarrhoea, constipation, headaches, putting themselves at risk of serious kickstart a healthy lifestyle. The dizziness and insomnia. The chance that illness or premature death as a result benefi ts last for around three months, the side-effects may outweigh the of their weight issues. O so people have to change their lifestyles benefits is of great concern and the to achieve long-term weight loss and medical profession only prescribes them health benefi ts,” says Baxter. for serious health issues. This feature fi rst appeared in Studies show bariatric procedures However, if a pill could be found that Leisure Management, issue 3 2014. cause signifi cant long-term loss was effective in bringing about weight of weight, recovery in diabetes, loss without side-effects, it could improvement in cardiovascular risk provide a solution that most people – factors and a reduction in mortality of and GPs – would prefer to use. 23 per cent from 40 per cent. Whatever the answer, the clock is Baxter says studies are showing ticking. Food and drinks companies bariatric surgery shows a rapid return will continue to keep pumping glucose on healthcare costs. “If someone has syrup into products until governments a co-morbidity such as diabetes, it can fi nd they are spending more on treating be cheaper to operate on them than obesity than they recoup from taxes pay for the ongoing medical support,” and other economic benefi ts from these he explains. “The other thing is that companies. Nations will continue to severely obese people often don’t work, get fatter and health services will fi nd it whereas after surgery they may go increasingly diffi cult to cope. back to meaningful work, pay taxes and In the meantime, any help in terms of contribute to the economy.” education and the promotion of healthy While it can help, Baxter adds that lifestyles is of value, as many people are this approach is only scratching the worryingly ignorant about the causes surface of the problem of obesity. and dangers of obesity.

74 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2014 © Cybertrek 2014 SIBEC 14 SIBEC 15 Europe UK 19-22 November 2014 20-21 May 2015 Pestana Casino Park Hotel, The Belfry, Wishaw, Madeira, Portugal West Midlands, UK www.sibeceu.com www.sibecuk.com

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are they trained and qualifi ed for the In an easy step-by-step guide, Right Directions’ Gill Twell tasks they are carrying out? Look at the daily internal monitoring explains how a bottom-up approach to risk management records that should be completed, such is the best way to ensure staff are working safely as pool water testing, daily opening and closing checks, equipment checks… Have they been completed fully, correctly and at the appropriate time? ver the years, we’ve seen their business and the safety of their If everything is running as it should be, fantastic health and safety staff, customers and other visitors. you could move to a monthly walkabout. manuals that define an If not, continue with frequent checks. organisation’s health STEP 1 Walk the walk As a general manager, I used to walk Oand safety standards and processes. Walk around your facility on a regular around my sites with the duty managers These manuals sit on a shelf (or on basis – maybe weekly to start with, every three weeks while they wrote a computer) in an office within the depending on what you find. Look at down any actions we highlighted. These facility, but when the site is audited customer-facing areas as well as staff actions became their responsibility and we find unsafe practices being carried and maintenance areas, including plant they reported back to me weekly on out on a daily basis. The question we rooms, store rooms and cleaning progress, until the tasks were complete. are often asked is: Why are staff not cupboards – anywhere that may be high It’s fi ne for the duty manager to following the defined standards? risk, or where staff carry out duties. devolve tasks to other members of staff By adopting a bottom-up approach You need to assess the real state of though: giving everyone accountability to the management of health and your day-to-day operations, including for risk management and health and safety, organisations can build a housekeeping in store rooms and plant safety on a day-to-day basis helps create strong safety culture and ensure the rooms, watching your lifeguards in ownership of tasks, will make staff standards and processes defi ned at the action, studying your staff setting up more aware of their environment, and top are being cascaded down into the equipment… Is what they’re doing assists in creating a strong safety culture workforce – and with it, help protect safe, are they following procedures, among all the staff from top to bottom. But remember, if the staff see the duty manager putting equipment away safely, lifeguarding a pool correctly or handling chemicals in a safe manner, they are far more likely to follow by example. Ensure any issues you identify are actioned: add them to a risk reduction plan, identify a member of staff to complete the task, set a target date for completion and sign off the plan accordingly. Ensure a process is in place to monitor progress. Noting down problems will also act as a checklist to help prevent staff from falling back into old, unsafe habits.

STEP 2 Danger zone There are numerous acts, regulations and codes of practice setting out the requirements you should follow for the management of health and safety for all aspects of your business. A key

Assess the real state of day- to-day operations, including watching lifeguards in action PHOTO: WWW.ISTOCK.COM PHOTO:

76 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2014 © Cybertrek 2014 PHOTO: WWW.SHUTTERSTOCK.COM

The devil is in the detail, such as ensuring staff know to stack steps no more than eight high

requirement is that you must be able to processes and procedures should be have suffi cient fi rst aid-trained staff? show what you have done and have this created to manage the safe use, storage Is someone qualifi ed on duty during documented in site-specific risk and handling of chemicals, including all opening hours, and is suitable fi rst assessments, which should be available the provision of personal protective aid equipment available? to staff, in accordance with Management equipment (PPE) for staff handling All accidents and incidents should be of H&S at Work Regulations 1999. chemicals; make sure they are actually recorded, with an investigation process Many organisations use generic risk using their PPE! Do you have a process in place. Do your staff understand assessments across their site, so take a to deal with new chemicals brought into Reporting of Injuries, Diseases and look at your risk assessments and check the facility, and do maintenance staff Dangerous Occurrences Regulation everything is applicable to your facility know they can’t just pop to the nearest (RIDDOR), including how to report and assess if anything is missing. DIY store for chemicals or paints? Do accidents? Using a web-based accident Writing a risk assessment shouldn’t you have an itinerary of all chemicals, tool such as STITCH (the CIMSPA- be a desk-based process: you need to including where they are stored? endorsed accident analysis platform) understand the risks fi rst-hand. Take A site-specifi c Emergency Action Plan can help you review accident trends and your laptop or tablet to where the (EAP) should be developed for potential potential hazards. Further details can be activity will happen and ensure staff who emergency situations, showing actions to found at www.rightdirections-stitch.com normally undertake the activity have take. Ensure each procedure is planned, Is equipment servicing up to date input. Ask them what they do, what’s implemented, reviewed and available to and do you have monitoring and diffi cult, what’s easy, what they feel are staff, along with suitable training so they mechanisms in place to trigger alerts the risks and hazards, what training understand their responsibilities in the when servicing is due? Statutory they’ve had and if they feel it’s suffi cient. event of an emergency. inspections, services and checks should Under Control of Substance Does your risk assessment identify be completed in line with legislation Hazardous to Health (COSHH), fi rst aid needs and provision? Do you and manufacturers’ instructions, and

October 2014 © Cybertrek 2014 Read Health Club Management online at healthclubmanagement.co.uk/digital 77 MANAGEMENT SERIES

A H&S review is not a desk- based process. Understand all the risks first-hand

In a nutshell: Five steps to success

1. Walk the walk: Do the rounds, assess the state of play, draw up any necessary actions and allocate responsibility for these. 2. Danger zone: Do a risk assessment covering areas such as ﬁ rst aid provision, accident

reporting, equipment maintenance and PHOTO: SHUTTERSTOCK.COM/DRAGON IMAGES handling of chemicals, and create a site-speciﬁ c emergency action plan. 3. Take control: Implement actions – such as staff training – to address potential hazards identiﬁ ed. 4. Watch out: Always monitor progress on an ongoing basis. 5. Pen to paper: Draw up a health and safety policy statement outlining all procedures and responsibilities. Review regularly and revise when needed, such as when new legislation comes into effect.

records should be kept – but do you STEP 5 Pen to paper culture across the board. Doing an fully understand the frequency of Only now can you be confident the external health and safety audit at least inspections and what they should cover? procedures in your health and safety once a year is the way to achieve this. manual are being implemented. The Health and Safety Executive’s STEP 3 Take control A health and safety policy statement Managing for Health & Safety (HSG65) Look at the risks and each hazard should then be created and signed by Plan, Do, Check, Act model aims to identified in your risk assessment. This the person responsible for health and achieve a balance between the systems will help you decide what control safety. It should contain a commitment and behavioural aspects of management. measures need to be put in place, such to providing a safe and healthy working Hand-in-hand with our advice, it treats as staff training. A programme that environment, with effective systems H&S management as an integral part of covers all aspects of tasks and activities and procedures that infl uence your good management, not as a standalone staff undertake should be put in place, organisation, arrangements, premises system. For details, visit www.hse.gov. including job induction and ongoing and equipment – covering all key uk/managing/plan-do-check-act.htm training. Records, including copies of activities for staff, customers and other Working as a team is the only way to qualifications, should be maintained visitors. It should also defi ne who’s instil a proactive safety culture among all on-site and dated and signed by both responsible for what, and provide staff – without this, you will be back to the trainee and the trainer. instructions and guidance on actions square one within a few months. O Having identifi ed hazards that require required to ensure a safe environment. further control measures, safe systems Procedures should be written down, of work should be created in the form updated when needed and regularly of easy-to-read, step-by-step guides. reviewed, as should the statement, Gill Twell is head of group This could be as simple as a sign alerting taking into account signifi cant changes in operations for Right Directions, staff and members that exercise steps size or organisational structures. and has been working in the should not be stacked more than eight But it doesn’t stop there. Who keeps leisure industry for more than high, or that there’s a trolley for moving staff up to date on the latest legislation, 30 years. Her role includes chairs in a nearby cupboard. and makes sure your processes refl ect business and product development this? Is there a review process for as well as playing a key role in the STEP 4 Watch out new legislation? Who updates you management and improvement of What monitoring provisions do you on any changes to the law? Do you the Quest scheme operations. have in place to evaluate if all of this is have a process in place to ensure this Health and safety management specialist happening, and that staff are following is cascaded down from head offi ce, Right Directions delivers Quest on behalf procedures and processes and working through managers and to the shop fl oor? of Sport England, as well as ukactive’s safely? Monitoring what’s going on in An outside pair of eyes looking at Code of Practice and Flame Awards, and your site on a daily basis is vital to a what your staff are doing and reviewing co-ordinates the ASA’s Learn To Swim safe working environment. This can be processes and procedures can help accreditation scheme. carried out in the form of both visual ensure staff are working safely and Email: [email protected] and recorded checks. can assist in developing a strong safety Web: www.rightdirections.co.uk

78 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2014 © Cybertrek 2014 Chasing that extra second and inspiring a nation. We’ll help you deliver success in sport.

We share your passion for sport. Drawing on technique or collaborating with sports our cutting-edge research and considerable manufacturers to enhance equipment, expertise, we can add value to your business our expertise could be the difference – from grass roots participation through to between winning and losing. elite level. Tap into our brightest minds and Widening participation in sport is also advanced facilities to deliver your whole ﬁrmly on our agenda. We can help you sport plan. understand which investments will deliver Our specialist services span athlete and the best returns, determine what actions team support, training and development, will bring about changes in behaviour innovation and research and evaluation. and measure the impact to inform future Together, we can help individuals to decisions. succeed and teams to excel. Whether we’re If you need clear, practical advice, why working with athletes or coaches to improve not set us a challenge? www.shu.ac.uk/sportperformance TECHNOGYM PROMOTION

Technogym helps athletes to achieve new heights

The equipment choice of top athletes worldwide, Technogym powered the 2014 Commonwealth Games and is set to do the same for Rio 2016

Technogym was the Official Fitness Equipment Provider to the Glasgow 2014 Commonwealth Games

echnogym, the Wellness has been consistently chosen to supply Glasgow 2014, the Company, is a world leader in its state-of-the-art training equipment ‘#bestgamesever’ T the design and manufacture to several international sports teams, Most recently, Technogym served as the of state-of-the-art fitness athletes, organisations and elite sports Official Fitness Equipment Provider for equipment that is renowned globally centres. These include St George’s the Glasgow 2014 Commonwealth for innovative design and technology. Park, home of English football; F1 teams Games. For what is touted as the ‘best Wellness is the ethos that drives including Ferrari and McLaren; as well Commonwealth Games ever’, everything Technogym does, thanks as major international football teams Technogym worked with Glasgow Life to its strong belief that Wellness including AC Milan, Inter Milan and to install equipment in the two represents a great social opportunity – Juventus; and the Russia, Brazil and Italy Commonwealth Village Gyms to provide for governments to reduce the costs of national sides at the 2014 World Cup. all 6,500 participating athletes and team their health service, for companies to Technogym has also been an offi cial officials from 71 nations and territories stimulate staff to be more creative and supplier for the last fi ve Olympic with accessible, versatile training tools productive, and for all citizens to get Games, including London 2012. It’s been that adapted easily to each sport. more active. closely involved in efforts to create a These machines included cardio Benefi tting from decades of research permanent legacy of the London 2012 equipment from the professional Excite+ and development with the world’s Games, such as GLL’s transformation range (proven over the years to be the top athletes, medics, researchers and of the Copper Box Arena and Aquatics best-in-market range chosen by top academics, the company has developed Centre in the Queen Elizabeth Olympic athletes), strength machines from the an extensive portfolio of award-winning Park into public venues with state-of- Selection, Element and Pure Strength fi tness, rehab and training equipment the-art fi tness facilities. Technogym also ranges, and versatile functional sets that combine cutting-edge technology donated equipment used by London including Kinesis and Arke. with seamless design to create a perfect 2012 athletes to Wigan Youth Zone, the Technogym supported the Games blend of functionality and performance. largest youth centre in the UK, in order with a #ChampionstrainwithTechnogym Thanks to the unsurpassed calibre of to inspire a new generation of young campaign, providing over 30 gym sites its products, over the years Technogym people to engage in sports and fi tness. UK-wide with selfi e boards that allowed

80 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2014 © Cybertrek 2014 A look inside the athletes’ gym at the Commonwealth Games Village, equipped with Technogym strength and cardio equipment members of the public to share their own message of support to the athletes, which were broadcast via a TV screen in the Commonwealth Village gym. To help operators get members inspired by the Games, Technogym also organised a nationwide digital Challenge with 33 UK ﬁ tness centres, challenging members to accumulate as many MOVEs – Technogym’s unit of measurement for physical activity – as possible to win the chance to donate equipment to a sports club of their choice. Technogym will be the official supplier for the Rio 2016 Olympic Games Within three weeks, the centres collected almost 9.5 million MOVEs, with the winning centre, USN Bolton founder of Technogym said: “We are the installation of Technogym’s Arena, achieving 2.4 million MOVEs very proud to have been chosen for the revolutionary mywellness cloud digital alone. Participating centres commented sixth time as the ofﬁ cial supplier of the platform that will enable athletes and that the Challenge was an incredibly Olympic Games. This important their coaches to track, record and effective engagement tool to encourage achievement represents a victory for analyse their training and performance exercise and friendly competition the whole Technogym team and a strong data, access their personalised training amongst members, reporting increased reference on our product innovation programmes and stay connected to their facility usage, conversions of casual and quality standards.” favourite entertainment content and memberships and overall gym loyalty. In Rio, Technogym will design and games whilst working out. equip 15 training centres with a full Technogym will also provide expert Technogym at Rio 2016 range of equipment catering to all gym layout, technical and installation Bolstered by its previous successes, sporting disciplines. This includes the services, and a team of 50 professional Technogym was selected as the Official 200sq m main training centre at the athletic trainers will be on hand in Fitness Equipment Provider again for the Olympic Village in Barra da Tijuca, which the centres to support the athletes in Rio 2016 Olympic Games – underlining all athletes will train on in preparation getting the most out of the equipment. its status as the benchmark setter for for their events at the Games. Mr Alessandri added: “Rio 2016 will innovative tools and technologies for The project is estimated to include represent a unique social opportunity to athletic preparation, rehab and wellness. over 1,000 pieces of training and promote wellness in Brazil and across Mr Nerio Alessandri, president and stretching equipment, as well as the whole of Latin America.” O

[email protected] I +44 (0) 1344 300236 I WWW.TECHNOGYM.COM

October 2014 © Cybertrek 2014 Read Health Club Management online at healthclubmanagement.co.uk/digital 81 GROUP CV Integrated technology

Virtual classes, networked bikes and heart rate monitors: how can club operators make use of today’s technology to maximise the impact of group exercise classes? Kath Hudson reports

Going virtual

OPERATOR: Edinburgh Leisure Virtual classes can act as a feeder into live classes SUPPLIER: Les Mills

es Mills believes virtual classes can broaden the Edinburgh Leisure has been trialling Les Mills Virtual at audience: its research found that 92 per cent of Craiglockhart Leisure Centre since April. “Attending a live L the participants enjoyed the convenience of doing class can be daunting for those who have never been before,” a virtual class when it suited them, while 89 per says ﬁ tness manager David McLean. “The virtual class offers cent said it would encourage them to go on to try a live class a taster and many people then progress to live classes. The having built confidence during the virtual programme. sound, lighting and clarity of the ﬁ lm is incredible: the classes It has therefore invested in this area with the recent launch are so immersive that you really feel you’re in a live class.” of Les Mills Virtual – a Les Mills masterclass offering with McLean also believes running virtual classes will prove a classes delivered on-screen by international trainers. Five cost-effective way to help retention: “We offer 15 virtual programming options are currently available: Body Pump, classes a week with an average of two participants per class. Body Combat, Body Balance, CX Worx and Sh’Bam. That may not sound like much, but it’s 30 more people who “We can’t escape from the speed at which technology we’re able to offer a class to at a time that suits them. If we is progressing, so we’ve decided to embrace it,” says Les have more than 12 regularly attending any virtual class, we Mills CEO Keith Burnett. consult with customers and replace with a live instructor.”

The social aspect

OPERATOR: Hartham Leisure Centre SUPPLIER: Trixter

artham Leisure Centre uses Trixter XdreamV2 H bikes – with their integrated screens allowing for virtual reality cycling, including ghost racing and live multi- player mode – to add an element of competition and to spice up small group training, with regular race nights and interclub challenges. “The element of competition adds Providing a social, competitive element brings members back for more something new. It brings the gym ﬂ oor to life and is a huge motivator for many customers,” says Ian Ling, involved and coming back for more. The centre offers a class in the Everyone Active ﬁ tness manager at Customers want something fun, morning and afternoon, and has found Hartham Leisure Centre. different and engaging – they want many customers plan their workouts “Providing a social element to to be motivated and stimulated both for the week around the sessions, with training is the key to keeping people physically and mentally.” around 10 people in each class.

82 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2014 © Cybertrek 2014 Building good habits

OPERATOR: Anytime Fitness Telford SUPPLIER: Wellbeats Wellbeats remembers which classes you’ve already taken elford-based 24-hour fitness club Anytime Fitness installed Wellbeats when it opened in T May this year, to offer virtual classes that would be more convenient for members and offer a wider choice of classes. The club averages around 60 virtual classes a week. The Wellbeats system remembers which classes members have taken and suggests new classes based on the client’s history, plus there are new releases every three months. “We wanted to enable people who either didn’t feel comfortable in group exercise, or who worked unsociable hours, to be able to experience classes on their terms. It was also a great USP for us, as no other gyms in our area have anything similar,” says club owner Stuart Martin. “One of our aims was to attract female members and Wellbeats has helped with that.”

Tracking effort OPERATOR: Village Hotels SUPPLIER: MYZONE

illage Hotels installed MYZONE across the group in February 2013 to enhance its indoor V cycling offering, but it has since become an integral part of its overall fitness product, mainly because it allows the instructors to keep track of members both in and outside of the facilities. “We’ve experienced fi rst-hand what an impact the technology has. It motivates members by providing real-time and ongoing feedback, and allows group exercise instructors to deliver more effective coaching,” says Chris Southall, leisure and spa director of Village Hotels. Simple colour-coded feedback is personalised to the Technology like MYZONE can be a huge motivator effort each individual is putting in to the workout, with a game-based points system designed to reward effort and maximise the effectiveness of every session. “However, we now provide instant feedback to our “Prior to introducing MYZONE, we had no way of members, letting them know exactly how hard they’ve providing accurate feedback to users on the effectiveness worked in every class and how many calories they’ve burned, of our group fi tness products, as tracking was limited to which in turn helps prove the value of our group fi tness CV equipment or reliant on self-reporting,” says Southall. offering, both in our studios and on the gym fl oor.”

HOT OFF THE PRESS

New product innovations

es Mills has worked with L Reebok on The Project: Immersive Fitness, which takes virtual workouts to Introducing competition the next level through the OPERATOR: Cycle Rhythm use of 360-degree cinema SUPPLIER: Keiser technology. Moves are choreographed to the music ycle Rhythm in Essex, UK, uses Keiser’s new M3i bikes and and graphics, which are brand new iKeiser group exercise projection system to bring a projected on floor-to-ceiling C competitive element to its classes. screens. Participants might “The screens give the users feedback on information such as find themselves cycling up calories, distance and power generated,” says the club’s project manager Lucy a glacier, sprinting around a Edwards. “A leader board system is in operation, so people can move up and velodrome or dancing in a down and race against their friends. It adds an element of fun and competition.” festival dance tent. It will be The classes have a capacity of 54 participants and are currently running at on general release next year. 40–45 people per class. “We believe the technology is a huge draw, as it’s New from Matrix Fitness, different from what’s on offer at standard indoor cycling classes in the local area,” in partnership with the says Edwards. “Feedback from customers suggests they’re motivated by the Indoor Cycling Group, is the Rhythm Board and look forward to trying to work their way up the ranks and set IC7 bike. It features a Coach personal bests. Customers are sharing their performance data on social media By Color training console: too, and seem to be very excited about the feature on offer at the studio.” five coloured, user-friendly A popular application is the team-racing mode, where the room is divided into zones that allow users to four groups to race against each other. The power generated in the groups is quickly see their power and averaged, so even if there’s one person in each group it still works. heart rate output, so they know whether to put in more or less effort. The instructors are also able to see the data. New this year is the Polar Data for results Flow for Club, an iPad app OPERATOR: MSF Fitness that allows anyone wearing SUPPLIER: Wattbike a Polar H7 heart rate sensor to see their live heart rates elford club MSF Fitness on screen, together with uses Wattbikes to help the heart rate zone they are T people reach their training in. This allows the instructor goals. The Wattbike to guide class members to studio launched in June last year and achieve their training goals. demand has led to a 50 per cent The system also allows classes increase in the number of classes to be scheduled, instructors over the last six months, with 25 assigned and members to classes a week now on offer. view data via the Polar Flow “Wattbikes allow us to integrate all abilities in one class, from a 65-year-old online training community. lady to a GB athlete,” says club owner Mark Fenn. “The data we work with WebRacing has added ensures everyone works to their own ability without overtraining. The bikes a real life video and music allow us to do fitness tests, for example, so we can ensure each individual is set module, making it easy to the right heart rate and power zones in which to work. click between WebRacing and “We can also work on pedal technique to make sure people are engaging the real life video. The system right muscles, and that has transferable benefits to other training.” also allows the creation of Fenn says the Wattbikes allow the club to offer a very bespoke service, video and music playlists, so which has led to people getting great results. “One of our elite riders won instructors can build videos the Shrewsbury Grand Prix, while another member went from suffering from of climbs and scenery. A heart pneumonia to completing the Ride London 100 within 16 weeks,” he says. rate monitoring package is currently in development. O

84 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2014 © Cybertrek 2014 Individual Results in a Motivating Group Environment

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October 2014 © Cybertrek 2014 Read Health Club Management online at healthclubmanagement.co.uk/digital 85 PROJECT PROFILES PROJECT PROFILE PROMOTION Supplier showcase

We take a look at recent installations by Cybex, Matrix Fitness and the D2F Group

BUILDING AN EMPIRE Client: Empire Gym Supplier: Cybex International UK

his summer, the town of Market Deeping in South T Lincolnshire, UK, welcomed a new 465sq m (5,000sq ft) independent training facility, as Empire Gym opened its doors to the public. Five years in the planning, the gym occupies Market Deeping’s original Empire Cinema, which has been closed since 1963. As the site is in a heritage area, the building’s Art Deco frontage was restored during renovations that began in November 2013 and took eight months to complete. The gym is equipped with Empire Gym is owned by Steve and customised Cybex equipment Lesley Weston, who migrated their business from the commercial catering service industry to the gym industry, employed a REPs-accredited PT, a “We understand the risks of offering taking their existing management sports scientist and an FA-accredited fl exible, short-term contracts, but team of fi ve staff with them. football coach. Combining these we’re very confi dent in the package we “We consider ourselves a family qualifi cations with years of experience offer. Membership growth has been on business in a broad sense: our staff in commercial and operational roles, I target to date and we trust in our ability includes immediate family members, was very confi dent we had the right to deliver and maintain consistency in but also others who have worked team behind us when the opportunity to quality, which is the key to maintaining with us for many years and are equally open Empire Gym became a reality.” membership loyalty,” explains Steve. considered family. And we’ve always Empire Gym’s mission is to provide The gym is equipped with customised had a collective interest in health and its members with the best in quality and Cybex cardio and strength equipment fi tness,” explains Steve. service across all aspects of the facility, – bespoke with blue frames and “Despite working in the catering as Steve explains: “From our gym layout embroidered upholstery to incorporate engineering industry, our existing to interior décor, gym equipment to the site’s branding. Steve says: “My staff management staff had qualifi cations changing rooms, training staff to classes, and I have trained on Cybex equipment in sport and fi tness to complement and air exchange to air conditioning, for the last 10 years. We know it, we impressive academic qualifi cations and we’ve ensured that every detail of the trust it and, being from an engineering workplace achievements. We already gym is designed and delivered to a very background, we appreciate the high high standard and levels of quality and durability you get that our members with every single Cybex piece.” are at the forefront.” In line with the gym’s objective to Members can meet the needs of all fi tness enthusiasts, choose from three-, Cybex Total Access equipment was also six- or 12-month installed to support the training needs gym or studio- of physically impaired individuals. only packages, or “Our membership base is very diverse, combine the two. ranging from 16- to 82-year-olds of Daily and weekly all abilities, requirements and fi tness memberships, single levels. This is refl ected not only in the class and/or gym gym equipment and facilities, but also visits and discounted in our staff, who are trained to support block sessions are members’ wide-ranging requirements.” Various packages are available, including studio-only also available. Details: www.cybexintl.com

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The wide range of classes include Edge Cycle Bootcamp, which offers a mix of indoor cycling and bootcamp ﬂ oor exercises

when we were reviewing the market. INDOOR CYCLING REINVENTED We’re likely to upgrade to the IC7 bike Client: Edge Cycling when it’s readily available, as it offers Supplier: Matrix Fitness even more features than the IC3.” The club has also been kitted out with a lighting system designed to immerse fter repeatedly being told drink pre-workout, to how to set up riders in their own world, and music by their clients that indoor the bike and how to cycle. that makes them want to take their A cycling was “too hard” and Once the rider is happy to proceed, a workout to the Edge. that “you need to be fit range of classes from 35 to 90 minutes The format is clearly paying off, with to do it”, Stuart Dickson and three in duration awaits. These include Edge the studio proving popular even through personal training colleagues set out to Cycle, a session designed for the purist, the height of the summer. New classes prove them wrong. The result: a new and Edge Cycle Bootcamp, which such as Cycle Combat – a 45-minute club, Edge Cycling, which set out to consists of a mixture of indoor cycling class with 15 minutes on the bike, reinvent indoor cycling. The boutique and bootcamp fl oor exercises, giving a followed by combat-specifi c training facility is said to be the largest indoor total workout for the body and core. including plyometrics and HIIT – are cycling studio in London. Bike-based PT is also available. planned for later this year, followed by “For many people new to indoor The club provides everything from the launch of a second venue in 2015. cycling, taking that fi rst class is a proper cycling shoes to complimentary Andy Loughray, national sales daunting prospect,” says Dickson. “But towels and toiletries – ideal for the manager for Matrix Fitness, says: indoor cycling is a brilliant workout and club’s corporate market. All the rider “Indoor cycling is one of the most can be great fun. Our aim is to engage needs to supply is their own gym kit. popular studio workouts, but it’s great with more customers as it’s suitable for Explaining the decision to equip the to see an alternative approach to everyone, not just the super fi t.” studio with Matrix Fitness IC3 Indoor traditional purist classes. While many To help overcome any pre-class Cycles, Dickson says: “We chose facilities run sessions claiming to be nerves and to get those new to indoor to work with Matrix Fitness purely suitable for those new to indoor cycling, cycling familiar with the experience, the because of the quality of the bike, the Edge Cycle team has made this Edge Cycle team offers a free Learn to although the back-end service was also market central to its success – another Ride session. This covers everything, a major factor. We kept hearing the refreshing twist on the norm.” from what to wear and what to eat and words ‘beautiful bike’ and ‘quality ride’ Details: www.matrixfitness.com

88 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2014 © Cybertrek 2014 INTRODUCING THE AS SEEN AT | SERIES

SERIOUS TRAINING REQUIRES SERIOUS EQUIPMENT Premier Partner:

A broad line capable of withstanding the rigorous training of pro-athletes, yet offers the ergonomic excellence and comfort that every user wants.

www.matrixfitness.co.uk PROJECT PROFILES PROJECT PROFILE PROMOTION

The Freestyle zones help members maximise results

BESPOKE OFFERING Client: Fitness First Supplier: D2F Group

itness First is one of the largest fitness brands in the F world, with over 377 clubs worldwide reaching more than 990,000 members in 16 countries. In September, the group launched its first brand new site in the UK for five years – a club that cost £1.7m to build and occupies 1,022sq m (11,000sq ft) in Bishopsgate in the City of London. In addition to traditional gym equipment, Fitness First Bishopsgate offers its members a large Freestyle functional training area. This includes a An integrated storage solution was provided to make the space look tidy bespoke XCUBE functional training rig that was designed, manufactured and representation of how the Freestyle area as the chain embarks on a rebrand and installed by D2F Group. would look. D2F worked with Fitness upgrade of UK facilities. Four XCUBEs “The Freestyle zones provide the First on a number of revisions before a were also designed and installed by D2F perfect playground to help maximise fi nal design for a fully bespoke XCUBE at new Fitness First sites in Asia last year. workout results, meaning everyone with wing, TRX beam, core trainer and Fitness First Tottenham Court from complete novices to professional dip station was commissioned. Road became a pilot site to test new stuntmen can take their fi tness to the “Another prerequisite for the space initiatives including Freestyle in 2013. next level,” says Lee Matthews, UK head was storage,” continues Lofting. “With Membership at the club rose sharply of fi tness at Fitness First. “D2F’s XCUBE such a large Freestyle space on offer after new areas for group training functional training rigs are a fundamental to members, the area ran the risk of sessions were introduced – a pattern component of these areas.” becoming cluttered with accessories that D2F has seen at many gyms where “The brief for Fitness First Bishopsgate that can be used in the open space or in its XCUBE solutions have been installed. was to design an XCUBE that provided conjunction with the XCUBE, such as “We strive to provide our members the ability to run group sessions without kettlebells, medicine balls and gym balls.” with unique and exciting training spaces impacting on the open space,” explains D2F therefore engineered and installed that will keep them motivated,” says John Lofting, national fi tness sales an integrated storage solution that would Matthews. “D2F has proven its ability manager at D2F Group. keep the space tidy and also look great. to support this initiative by designing After a review of the space available Fitness First Bishopsgate is not the and installing fully bespoke functional and consultations with the project team only site in the chain to benefi t from training rigs that are tailored to fi t the at Fitness First, D2F produced 2D and an XCUBE functional training rig. Over unique spaces at each of the facilities.” 3D CAD drawings that gave a visual 20 XCUBEs have been installed to date Details: www.xcube.co.uk O

90 Read Health Club Management online at healthclubmanagement.co.uk/digital October 2014 © Cybertrek 2014 GIVE YOUR EXERCISE PROGRAMMES

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© Copyright D2F Group 2014. All Logos and trademarks represented here are the property of the D2F Group or other parties. The D2F Group is not responsible for mistakes or omissions herein. Get Your Clients MOTR’n!

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STEPS TO SUCCESS

Escape Deck 2.0 (pictured above) is a multi-purpose, portable workout platform from Escape Fitness. With the ability to be configured in 16 different ways, it can be used as an aerobic stepping platform or as an adjustable strength training bench. The deck features two different stepping heights (205mm and 355mm) so it can be used by exercisers of all levels of ability, while new anatomic surface targets have been manufactured onto its anti-slip formula rubber mat surface. Escape Deck 2.0 also features added notched grooves for resistance tubes and power band work, an internal storage area for tubes, bands and hand weights, and an enhanced maximum load weight of 170kg.

fitness-kit.net KEYWORD Escape

NEW AND REFORMED GOING VIRTUAL Align-Pilates has launched what it’s Les Mills has introduced its new Les Mills Virtual calling “a game-changer in the UK pilates product. In this virtual class offering, five of Les world”. The company’s new A2 Pilates Mills’ most popular programmes – Body Pump, Reformer is a third generation model, Body Combat, Body Balance, CX Worx and with features and innovations including a Sh’Bam – are delivered on-screen by leading wide bed to suit more body types, as international trainers. The system has been well as an easily adjustable four-position designed to help clubs maximise group training spring bar, a multi-position locking foot and studio programming, as well as schedule bar, removable shoulder rests and classes off-peak, with touchscreen panels collapsible stainless rope risers. The legs outside the studio allowing members to check are also interchangeable, offering three what’s on offer and book themselves in. height options. It’s easily stacked and is Les Mills is also promoting its Smartstep – a Step that features a riser on wheels for hassle-free movement. ‘lock-in’ system to help reduce slide on the ﬂoor. The company has also added Danish indoor cycle Body Bike to its product portfolio. fitness-kit.net KEYWORD Align-Pilates fitness-kit.net KEYWORD Les Mills

October 2014 © Cybertrek 2014 Read Health Club Management online at healthclubmanagement.co.uk/digital 93 STUDIO EQUIPMENT

SHIFTING SANDS

Physical Company has secured the UK distribution rights for a neoprene battling rope that contains shifting sand. The Hyperwear product, called SandRope, uses this movement of the sand to create a more challenging workout. It’s three metres long and takes up less space than a traditional battling rope. In addition, it doesn’t need to be attached to an anchor point, opening up a greater variety of exercises. SandRope is designed to be easy to grip and easy to clean, and is available in two weights: 15lbs and 30lbs.

fitness-kit.net KEYWORD Physical Company

ROLLER RESISTANCE

A new workout tool combines the comfort of a foam roller with the challenge of weight resistance. Balanced Body’s MOTR product (pictured above) allows members to work out in eight different body positions, and to quickly switch resistance while targeting different areas. The 43” cylinder comes PHOTO: MERRITHEWPHOTO: in three different resistance levels. INTENSE INTERACTION Balanced Body has also introduced the Bodhi Suspension System (pictured Designed to be adaptable and expandable, below), which combines two independent the Parallel Stability Barre from Merrithew ropes and four suspension points in one Health & Fitness (pictured above) can be system. It allows for strength, stability, configured to suit any studio or class size. balance and proprioception exercises. Featuring two connectors on each side for stability, the barre allows for intense fitness-kit.net KEYWORD exercises without fear of tipping. The Balanced Body nature of the product means instructors can clearly see all their class at once, and with exercisers facing each other there’s the potential for improved interaction. Merrithew has also launched the Halo Trainer (pictured right), an exercise device that provides a multi-dimensional approach to functional training. It offers a progressive approach to total body training by selectively controlling stability and bodyweight resistance.

fitness-kit.net KEYWORD Merrithew

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www.tac.eu.com COPYRIGHT NOTICE To subscribe to Health Club Management, log on to ww.leisuresubs.com, email: [email protected], tel +44 (0)1462 471930, fax +44 (0)1462 433909. Annual subscription rates: UK £45, EU £57, rest of world £80 and students UK £22. Health Club Management is published 11 times a year by The Leisure Media With more than 30 years’ Company Limited, Portmill House, Portmill Lane, Hitchin, Herts, SG5 1DJ, experience, leisure media studio UK, and is distributed in the USA by SPP, 75 Aberdeen Road, Emigsville, PA will work with you to create leisure media 17318-0437. Periodicals postage paid @ Manchester, PA. POSTMASTER Send US address changes to Health Club Management, c/o PO Box 437, Emigsville, bespoke print and web solutions STUDIO PA 17318-0437. The views expressed in print are those of the author and do to power your marketing not necessarily represent those of the publisher The Leisure Media Company Limited. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by means, electronic, Contact Tim Nash mechanical, photocopying, recorded or otherwise without the prior permission of the copyright holder. Tel +44 (0)1462 471917 [email protected] Printed by Warners Midland. © Cybertrek Ltd 2014 ISSN 1361/351 October 2014 © Cybertrek 2014 Read Health Club Management online at healthclubmanagement.co.uk/digital 99 Edited by Katie Barnes. Email: [email protected] LIGHTWEIGHTS

SELFIES TOP THE POLL OF GYM PEEVES

Selfi e-snapping narcissists are the biggest pain in the gluteals for UK gym-goers, according to a national survey on annoying health club habits. Seventy-six per cent of gym users listed fellow fi tness enthusiasts taking endless photos of themselves pre, post and even during workouts as their biggest pet peeve, while equipment hogging, excessive changing room nakedness and late arrivals at fi tness classes all made the top 10. The survey – which saw gym chain Velocity Health & Fitness query 2,400 of its members – revealed that 70 per cent found men to be the most vain in the gym, whether fl exing muscles or fi xing their hair in the mirror. Other annoyances affl icting the UK’s workouts included distasteful clothing being worn – such as tight tank tops, ill- fi tting lycra and impractical wedge trainers – in addition to excessively loud headphones. Read more: http://lei.sr?a=J3B7u

DEADLY ZOMBIE To get in the mood for Hallowe’en, Zombie Evacuation Race is holding RACE SERIES IS a series of 5k races across the UK throughout October. A SCREAM Participants are given three tags which they need to keep safe from zombies on the course. Alternatively they can become a zombie to chase the runners. As well as dodging camoufl aged zombies, runners tackle a series of obstacles, from dark abandoned buildings and billowing smoke to muddy trails. If the dates aren’t convenient, FIT FOR PURPOSE: there’s an event pack so people can arrange their own race. MULTI-GYM OFFICE Details: www.zombierunuk.com Employees can work out at their office desk or improve their fitness while on a conference call Action movies bad for waistline thanks to a new Multi-Gym Fitness Office Chair. Those who don’t move regularly at work can experience poor circulation and headaches from Watching an action-packed movie Food and Brand Lab. “They can staring at screens. Now equipment provider Offi ce is, ironically, more likely to make make you eat more, because you’re Fitness has created the new chair, which combines viewers put on weight than other paying less attention to how much several pieces of gym equipment, to counteract the TV shows, according to a new study you’re putting in your mouth.” ill effects of sitting still day in, day out. by Cornell University in the US. In the study, people ate snacks Paul Matthews, director of Offi ce Fitness, says “More stimulating programmes while watching 20 minutes of the chair can “help to boost the productivity that are fast-paced and include different TV and fi lm genres. Those by allowing workers to stretch, reinvigorate many camera cuts draw you in who watched an action movie their muscles, tone, lose weight and improve and distract you from what you’re consumed almost twice as many concentration. Workouts can be done in around eating,” says Aner Tal, a post- snacks – 98 per cent more – than 18 minutes”. Details: www.offi cefi tness.co.uk doctoral researcher at the Cornell those viewing a news talk show.

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