INSIDE HEALTH health clubCLUB SPA management FEBRUARY 2009 £4.00
INTERVIEW GEORGINA JUPP DUNCAN BANNATYNE the programme pioneer on forging closer ties with the broader wellness community & JUSTIN MUSGROVE on a new spa-hotel-fi tness model for Bannatyne’s
BGBNJMZBGGBJS lifestyle programmes that engage the whole family
EVERYONE’S TALKING ABOUT... GP REFERRAL SCHEMES
HOW CAN WE IMPROVE SUCCESS RATES?
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PULSESOCCER.COM Pulse, The Bromley Centre, Bromley Road, Congleton, Cheshire CW12 1PT T: 01260 294610 F: 01260 299282 E: info@pulsefitness.com PULSEFITNESS.COM editor’s letter
Subscriptions Julie Albone +44 (0)1462 471915 Change4Life Circulation Manager Michael Emmerson The government’s Change4Life programme launched on 3 January, +44 (0)1462 471932 prompting Alan Johnson, Secretary of State for Health, and Public Editor Liz Terry Health Minster Dawn Primarolo to say: “Change4Life has a critical +44 (0)1462 431385 ambition. We are trying to create a lifestyle revolution on a huge Managing Editor scale – something no government has attempted before.” Kate Cracknell The initiative has a £275m budget to spend on encouraging people +44 (0)1462 471906 to alter their lifestyles by eating more healthily and ‘moving’ more. It’s Assistant Editor Katie Barnes the most wide-ranging, radical government health change programme ever undertaken and offers our sector +44 (0)1462 471925 the chance to play a leading role by linking our campaigns and developments to the national programme. Journalist In launching the initiative, Sir Liam Donaldson, chief medical offi cer, said: “If we carry on as we are, 90 Caroline Wilkinson per cent of today’s children could be overweight or obese by 2050. Our goal is to create a sustainable, +44 (0)1462 471911
FRONT COVER: WWW.ISTOCK.COM/CHRISTIAN WHEATLEY society-wide movement, designed to help parents understand the health risks of their children being News Desk Tom Walker overweight. It will point out the support that is available to them to help change behaviours around diet +44 (0)1462 471934 and activity. Change4Life will sit alongside and complement other healthy living initiatives, recognising Sarah Todd the good work…already [being done].” +44 (0)1462 471927 The critical role our Change4Life is part of the government’s new Caroline Wilkinson strategy as outlined in the policy document, +44 (0)1462 471911 industry plays and the Healthy Weight, Healthy Lives: A Cross-Government Pete Hayman +44 (0)1462 471938 close contact we have Strategy for England, which was published last Products Editor year. There will be pathways and services to Martin Nash with at-risk families puts help those diagnosed as clinically obese or +44 (0)1462 471933 us in a “unique position already suffering from a weight-related illness. Mark Edmonds The initiative is bringing together a wide +44 (0)1462 471933 to help point people in range of health and education professionals, Designers Claire Toplis the right direction for voluntary organisations and community and +44 (0)1462 471910 fi tness industry groups to tackle the challenges, Andy Bundy more support” with an initial focus on children’s health. +44 (0)1462 471924 Donaldson said: “The extent of the obesity Ed Gallagher problem demands an ambitious and innovative approach that has not been tried before. We’ve adopted +44 (0)1905 20198 Website Team ideas from successful movements such as Make Poverty History and Comic Relief, which involves a wide Michael Paramore range of partners, local organisations, commercial companies, charities and, of course, millions of people.” +44 (0)1462 471926 Change4Life was conceived as a result of feedback from clinicians to Lord Darzi’s Next Stage Review, Dean Fox which made it clear to the Department of Health (DH) that a stronger focus on prevention was required. +44 (0)1462 471900 Linking up with Healthy Towns, Healthy Schools and other community initiatives, there will be free swimming, Tim Nash +44 (0)1462 471917 walking campaigns, cycling groups, breakfast clubs, healthy food promotions and recipes in supermarkets. Katie Eldridge In June and August the FIA will launch MoreActive4Life, a campaign that will give people free access to +44 (0)1462 471913 health clubs and leisure centres. In addition, clubs are being invited to promote the campaign using free Publisher support materials available from the DH. This is all evidence-based to educate people who are at risk. Jan Williams They will also be offered personalised support and advice via the web and a dedicated telephone helpline. +44 (0)1462 471909 Donaldson concluded: “The critical role you [as an industry] play and the close contact you have with Sales John Challinor at-risk families puts you in a unique position to help point people in the right direction for more support.” +44 (0)1582 607970 This is our chance to show just what we’re capable of delivering. We’re now entering a phase of Tessa Alexander intensive lobbying, as organisations and agencies work to establish new working relationships and +44 (0)1462 471903 arrangements in anticipation of announcements in the spring. Nadeem Shaikh +44 (0)1462 471902 Liz Terry, editor Julie Badrick email: [email protected] +44 (0)1462 471919 Nuzhat Hayat 01604 415414 health clubINSIDE Attractions Marketing Manager management management HARD ROCK PARK Steven Goodwin on the attraction’s rocky fi rst season GEORGINA JUPP DUNCAN BANNATYNE 4"7*/(5)& & JUSTIN MUSGROVE ROGER on a new spa-hotel-fi tness RIPLEY ENTERTAINMENT Jennifer Todd model for Bannatyne’s DE HAAN brings Believe It Or Not! to London KEITH JAMES SEASIDE on taking sole ownership of JRA REGENERATION BGBNJMZBGGBJS JIM MEIKLE 8)"540/ The theme park veteran +61 3 9694 5213 on running Parks America’s 5)&$"3%4 '03-&*463& animal attractions Financial Controller Sue Davis ice climbing +44 (0)1395 519398 GP REFERRAL SCHEMES Financial Administrator Denise Gildea NEWS AND JOBS UPDATED DAILY ON THE INTERNET leisureopportunities.co.uk +44 (0)1462 471930 Credit Controller CONTACT US The Leisure Media Company Ltd, Portmill House, Portmill Lane, Hitchin, Hertfordshire SG5 1DJ UK Shona Acford +44 (0)1876 580347 SUBS Tel: +44 (0)1462 471913 Fax: +44 (0)1462 433909 © Cybertrek Ltd 2009
february 2009 © cybertrek 2009 Read Health Club Management online 3 healthclubmanagement.co.uk/digital welcome to HEALTH CLUB MANAGEMENT
The elliptical cross-trainer market p32 Driffi eld’s new £6.8m centre p8
contents 06 letters In a recession, we should be paying more attention to retaining existing members says Guy Griffi ths
08 news round-up Plans are revealed for a £26m leisure complex in Huddersfi eld, and Driffi eld Leisure Centre opens
14 international news A kitesurfi ng gym in the Dominican Republic and énergie grants a master franchise licence for the Middle East Bannatyne (right) with his wife – an increasing focus on spa p46 16 fi a update New and re-elected FIA directors 24 competitive edge 36 shake, rattle & roll are announced, plus an extra FLAME Charity events in the UK and abroad We take a closer look at some Award category is unveiled to motivate your staff and members of the different vibration training technologies on the market 20 reps update 25 diary dates An overhaul of fi tness standards Get ready for IHRSA and ForumClub 40 a family affair and skills gets underway Ian Wright’s Fitter Families is one of a 26 everyone’s talking about... number of schemes that engage with 22 people news gp referral the whole family to get kids active Wallace joins Lifetime, and Farrant With so much talk of working closely is set to leave Leisure Connection with the medical profession, why are 44 show preview there still so many stumbling blocks professional beauty 2009 when it comes to GP referral? This year’s show and conference PICTURE: WWW.ISTOCK.COM take place in London on 1–3 March 28 interview georgina jupp Independent operator and training 45 health club spa expert Georgina Jupp talks about spa news her various pioneering programmes Extreme training in a sauna and a in the broader world of wellness new spa facility in Huntingdon
32 ahead of the curve? 46 health club spa interview With a whole new generation of duncan bannatyne & elliptical-inspired products launched justin musgrove in recent years, we fi nd out more We fi nd out how Bannatyne’s is New fi tness standards p20 about the cross-trainer category developing its spa business
4 Read Health Club Management online february 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital HEALTH CLUB SPA FEBRUARY
Drive spa bookings via the high street and internet p50 PICTURE: WWW.ISTOCK.COM
The offi cial publication of the Fitness Industry Association +44 (0)20 7420 8560
reader services
Wright heads up fi t family campaign p40 Anti-gym ad will no longer run p16
50 health club spa 66 peak performance digital magazine never look a gift horse... We pay a visit to the newly- See Health Club Management online We investigate how health club spas refurbished Peak Health Club in healthclubmanagement.co.uk/digital can sell their spare capacity through London’s Jumeirah Carlton Tower news & jobs consumer marketing channels 70 mind games For jobs and news visit the Health Club Management website at 54 health club spa What type of activity, and how healthclubmanagement.co.uk new identity much of it, is necessary to improve We visit Gosling Sports Park to see mental health and relieve stress? attention buyers! how the new fi tness and spa facility Use our search engine to find is performing as the site turns 50 71 fi tness-kit special suppliers and get innovation updates lockers & changing rooms fitness-kit.net 59 crm series technology’s Aqualisa’s digital showers debut, and budget revolution wet kit bags by Kingswood Leisure subscribe: Budget clubs rely heavily on CRM Sign up for Health Club Management technology to deliver their low-cost 74 supplier profi le at leisuresubs.com, or call: business model. We report on who’s tommy matthews, +44 (0)1462 471915 using what, and why optimal life fi tness health club management From kettlebells supplier to education buyers’ guide: DIRECTORY architects/designers clothing & merchandise provider delivering ‘real world’ For suppliers of 62 going undercover AV/sound In the fi rst of a two-part series, we courses, Optimal has constantly products and services reveal the results of this year’s call- evolved since its 2005 launch in the health club
clothing & and spa markets, merchandise Focus survey and look at the value 5PCPPLZPVSBEWFSUDBMM UIFTBMFTUFBNPO +44 (0)1462 431385 of mystery shopping as a business 83 lightweights turn to p78 To book your advert call To book your advert call the sales team on analysis tool The art of ‘rump reading’ is revealed +44 (0)1462 431385 february 2009 © cybertrek 2009 Read Health Club Management online 5 healthclubmanagement.co.uk/digital FEBRUARY 09 LETTERS write to reply
FEBRUARY2009
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]
clubs should focus more on retention to survive in 2009
I was pleased to see the recent credit think these credit crunch deals are really crunch article (HCM Nov-Dec 08), but trying to win over members from other disappointed to read so much about clubs – and the more this happens, the sales and so little about retention. It’s more the industry will suffer. When a dull refl ection of the industry that so times are tight, consumers fi nd it much many operators are focusing on new easier, and more cost-effective, to cut sales promotions when retention is just back on gym membership than utility as, if not more, important during the bills; we must demonstrate value for
fi nancial crisis. money and really good service. TEZAK WWW.ISTOCK.COM/BOJAN PICTURE: While new joining offers will The only chain in the HCM article Robust measurement is needed when encourage more people into the gym, that mentioned a strategy for existing delivering government schemes and move towards Fred Turok’s vision members, or soon to be ex-members, of one million more people exercising, I was énergie. Hooray for them. Your benchmarking necessary to
EN0829.ACC.Crunch Fly 9/22/08 12:38 PM Page 1 clients should always be your best sales monitor true performance channel, and you should do everything How do we know if our like-for-like NO JOINING FEE you can to retain them. It’s important fi gures are actually showing how well NO CONTRACT* that all staff are involved in your we’re performing? In a downturn it’s even retention policy, empowered to make harder to decipher. Our own fi gures are Beat the credit... decisions and measured on results. an indication, but far from absolute. CRU 2009 will be an evolutionary year in Most industries produce competitor ! the industry. Many of us will be watching benchmarking, which interprets H the development of the budget clubs industry fi gures and delivers data in the N C closely, and I think that membership context of trading conditions. For us, trends could look very different. I comparison with other operators would believe the successful clubs will be those provide an understanding of the market
*Offer relates to the émpower 6 week programme, Offer also includes that channel as much into retention as and our sector’s trends. see club for details, terms and conditions apply. £50 of FREE GuestStrictly passes Limited they do into sales. This is why DLL fully supports The guy griffi ths Leisure Database Company’s new Should we focus more on retention? director, gg fi t Fitness Market Monitor. But without the majority of operators participating, we’re at risk of missing the opportunity to Taking early legal advice can often prevent a the letter establish a benchmarking process and to problem becoming a dispute. The team at focus on our performance. of the law Croner Consulting answers readers’ questions As operators, we’re a delivery channel for government initiatives such as free Is it correct that landlords of commercial property can no longer enter leased swimming and Change4Life, and with Q premises unannounced, and seize and sell goods, when the tenant owes rent? outside interest focused on us, we need to make strategic decisions to maximise At present a commercial landlord still has this power. But the Tribunals, our impact and potential. We also need A Courts and Enforcement Act 2007 – when it is brought into force, on a data to support arguments for further date yet to be announced – will abolish the old remedy of distraint and replace investment into the sector. it with a new recovery procedure. Under the new law, so long as the lease is in The interest in benchmarking runs writing, the landlord will be able to serve notice on the tenant, giving advance wide, with the US, Asia and key European warning that goods may be seized – if need be by the use of reasonable force – by countries keen to adopt the process. a certifi ed agent. The remedy will only be available for rent arrears, not insurance In a highly competitive industry and premiums or unpaid service charges. It remains unclear when the new law will climate, we must all work together, and take effect, what form the notice will take or how much notice will need to be I urge my industry colleagues to sign up given, so for the moment commercial tenants can still have their and participate in the process. goods seized without notice when they owe rent. nick backhouse coo, david lloyd leisure (dll)
6 Read Health Club Management online february 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital BODY INSPIRED. MACHINE DEFINED.
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in brief... new complex for huddersfi eld
broadened appeal at jubilee Jubilee Hall Clubs has installed a range of new Nautilus strength kit at its club in Covent Garden, London, in a bid to broaden its appeal to the deconditioned market and to women, while at the same time retaining its heavy-lifting male users. Equipment includes a full circuit Plans for the £26m centre include a 150-station fi tness suite with a dance studio of Nautilus ONE, as well as Nitro Plus and XPLOAD® strength kit and Kirklees Council has unveiled the initial activity area and multi-purpose room F3 free weights. designs for a proposed leisure complex will also be among the facilities on offer. Jubilee operates four London in Huddersfi eld, West Yorkshire. The designs, which have been facilities, including Westminster The £26m development will be built on developed by international architects Gym at the House of Commons. the Spring Grove car park in Springwood. Aedas and engineering fi rm Arup, were It will form part of a wider regeneration put on public display in December. shokk gym for newcastle of the area, including the relocation of A planning application is expected to SHOKK® has launched its second a Tesco supermarket to the site of the be submitted in March. gym in Newcastle, at the city existing sports centre in Southgate. Liz Smaje, Kirklees Council’s cabinet council-operated Centre for Sport. Proposals for the centre, which member for leisure, says: “There will be The 93sq m (1,000sq ft) gym is scheduled to open in early 2012, very few towns and cities anywhere in the boasts 18 stations of SHOKK’s include a leisure water attraction country that will be able to offer the range youth equipment plus 10 wireless incorporating a ‘sidewinder’ feature, and quality of sports and leisure facilities dance mats in a dedicated studio. In as well as a fl ume, a beach, a wave that will be available at the new centre. addition to the CV kit, there is also machine and a lazy river. “We’ve looked at many options for a dual-use area with free weights The plans also include a 725sq m the mix of features at the leisure water and FLT Resistance products. (7,800sq ft), 150-station fi tness suite centre. I think the ones proposed with a dance studio, a 25m eight-lane will make the new centre a regional swansea centre revamp swimming pool, a teaching pool with attraction because of some of the Vale of Neath Leisure Centre at moveable fl oor and a spectators’ area. unique features it will have.” Glynneath near Swansea in A large sports hall, specialist sports The council-led regeneration scheme South Wales, has undergone a hall, squash courts, martial arts room, will also include a hotel, retail outlets £300,000 redevelopment. 15m climbing wall, café, children’s and a housing development. Funded by Alliance Leisure, the project includes a new 130sq m (1,399sq ft) fi tness suite work starts on gateshead rebuild with 27 stations of Physique’s remanufactured Life Fitness Gateshead Leisure Centre, a pre-training equipment. The existing 75sq m camp for the London 2012 Olympics (807sq ft) 16-station gym has been near Newcastle-upon-Tyne, has closed converted into a free weights room. to undergo a 12-month redevelopment. The project is led by Gateshead Council shokk launches franchise as part of its £29m Building an Active Youth fi tness expert SHOKK® has Future programme. The programme launched its fi rst franchised kids’ will also provide new leisure centres in health club in England – a new Blaydon and Heworth to replace existing £150,000 facility in Blackpool. facilities, and the redevelopment of two The 372sq m (4,000sq ft) site – centres in Birtley and Dunston by 2012. the fi rst club launched under the When complete, the centre will boast umbrella of the SHOKK-énergie a new spectator and viewing area, a café, franchise joint venture – offers a full a 650sq m (7,000sq ft) gym and changing range of equipment and training, as areas. The existing swimming pool will well as two studios, a chill-out zone be refurbished and a teaching pool, a and two therapy rooms. Former poolside sauna and steamroom and two professional footballer Mickey fi tness studios will be added. Mellon will operate the franchise, The project has been designed by S&P together with his wife Jane. Architects and the construction work is The existing pool will be refurbished being undertaken by Wilmott Dixon.
8 Read Health Club Management online february 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital news and jobs updated daily on www.healthclubmanagement.co.uk edited by caroline wilkinson. email: [email protected] PICTURE: SIMON KENCH
The new centre offers a 25m main swimming pool as well as a learner pool driffi eld leisure centre now open A new £6.8m, 2,925sq m (31,480sq ft) A four-court indoor sports hall and leisure centre in Driffi eld, East Yorkshire, a fl oodlit outdoor multi-sport area has opened its doors to the public. provide space for activities such as Driffi eld Leisure Centre has a six- hockey and football. lane, 25m swimming pool, a learner pool Driffi eld Secondary School, which is and a spectator balcony. Manager Kevin located on a neighbouring site, will have Dunning says: “The learner pool will make access to the new sports hall and four a massive difference to new swimmers. lanes of the swimming pool during term It helps so much with confi dence if they time, while a studio for exercise classes learn to swim in their depth.” and two lanes of the pool will remain The new 180sq m (1,940sq ft) Tone available to the general public. Zone fi tness suite includes 50 pieces Project manager P’nina Drye says: of Matrix CV equipment – including “The scheme has been extremely treadmills, bikes and cross-trainers challenging in terms of its design and – equipped with individual LCD TV construction. I am hopeful that a scheme screens. There is also a large free such as this will encourage people back weights area and a Smith machine. into sports.”
£18m leisure centre proposed for bexhill
A new multi-million pound sports two-court ancillary hall, a play area centre could be built in Bexhill, East and a 25m six-lane swimming pool, as Sussex, after Rother District Council well as a leisure pool, a climbing wall agreed to appoint consultants to and a 100-station fi tness suite. conduct a feasibility study. A health suite, changing areas, a The new centre, which is to be bar, a café and a social area are also situated on the town’s Down site and earmarked as part of the project, as is could cost up to £18m, will form part an outdoor multi-use games area and of the council’s scheme to consolidate a 10-lane, tenpin bowling facility. the town’s two existing leisure S&P Architects has already been facilities into one single site by 2016. involved in developing initial options Included in the proposals for the for a combined wet and dry centre is a four-court sports hall, a leisure facility.
february 2009 © cybertrek 2009 update news
in brief... royal canoe club gets new gym blidworth centre opens Blidworth Community Leisure The Royal Canoe Club in Teddington, Centre in Nottinghamshire has West London, has re-opened its gym reopened after a £600,000 overhaul. following a complete refurbishment. The village’s existing community Fourteen new pieces of equipment building now features a 75-station provided by Matrix Fitness Systems have fi tness suite, purpose-built group been specifi cally chosen to improve the cycling and fi tness studio, solarium Ripped offers 73 pieces of strength kit performance of the club’s athletes. The and seating area. new kit includes a bench press unit, an The centre offers junior judo, new ripped gym Olympic bar, a back extension machine low impact exercise classes, dance and a bicep curl station. sessions and Dribblers football opens in harlow Sport England funded the project, with for the under-5s, while a Young contributions from the British Canoe People’s Zone provides an area A new £500,000 dedicated body-building Union (£250,000) and the Amateur where children and parents can gym has opened in Wych Elm Harlow, Rowing Association (£50,000). The exercise together in a bid to London, and has attracted more than club is home to the under-23 Team GB encourage family activities. 200 members in its fi rst fi ve weeks. Canoeists, and also accommodates many Ripped Gym, a family-owned and of the Senior GB team when training. lanarkshire gyms re-open operated facility, offers 73 pieces Janet Evans, secretary at the club, The Tryst Sports Centre in of resistance kit, including Hammer says: “The new gym has made a real Cumbernauld, Lanarkshire, has Strength from Life Fitness and Cybex’s difference to our members. Before the received a £400,000 facility upgrade. VR3 Heavy Weight range. new building and equipment, you very The main gym was extended to There are also 26 pieces of CV rarely saw anyone working out.” increase the range of equipment equipment and a zone offering a boxing and workout space available to ring, a matted area and nine punch bags customers. The new gym now and speed balls. Equipped for amateur features Technogym equipment, and pro-athletes, the gym also offers including CV units, conditioning kit personal training. and Kinesis. The 1,533sq m (16,500sq ft) facility Meanwhile, the Airdrie Leisure also includes a boxing and martial arts Centre, also in Lanarkshire, has facility called Ripped Fight Club, catering benefi tted from the installation services focused on sports nutrition, a of more than 40 stations of juice bar, a diet supplement shop and a Technogym CV and resistance sports rehabilitation facility. equipment, at a cost of £130,000. Owner Michelle Mead plans to open Equipment at the gym was selected two more sites in the next 10 years. to improve the athletes’ performance GET WITH THE PROGRAMME! There’s no defying the law of GRAVITY. Four great programmes on one amazing piece of award-winning equipment. The GTS is your business differential with a guaranteed return on investment and full marketing support. Leasing options, training and in-club demos available now.
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The application of sport science and nutrition should be based on well held principles, proven by research, that are adapted to an individual, their sport and/or exercise and the specifi c goals that they may have – for example gaining muscle mass or losing weight.
This is perhaps one of the most neglected aspects of programme design, but it is unlikely that most exercise programmes The facility was opened by Seb Coe (centre), who says it will inspire local youth can reap all their intended benefi ts if this is not the case as there is certainly £9m coventry xcel centre opens no ‘one size fi ts all’ strategy. This is why The £9m Xcel Leisure Centre in Canley, Sebastian Coe, chair of the London we use heart rate zones for endurance Coventry, has offi cially opened. Organising Committee for the London training, repetitions, sets and weight for The centre – which was 12 years in Olympic Games, opened the new site, resistance training and needstates like the making and which had a soft opening which will be operated by Coventry hydration, fuel and focus for nutrition. in 2008 – boasts a fi tness suite, a group Sports Foundation. exercise room, a 25m swimming pool Coe believes that the centre could However, beware! The world of exercise with viewing gallery, and a health suite help Coventry attract international can be fraught with myths, and unproven with a sauna and steamroom. teams during the Olympics, saying: fad related diets in the search for quick There is also a spa pool, a large sports “It’s not just about attracting a little results. Such methods are not cutting hall, a bar and café, crèche, children’s play bit of transient trade, it’s about giving edge or in fact tailored, and it remains and party area, and a community room. local youngsters the chance to see the consensus that proven and sustained Externally there are three full-size how world-class competitors train.” long-term benefi ts are best achieved and three mini-football pitches, and Watching these competitors will, says by careful ‘individual’ application two fl oodlit fi ve-a-side football pitches. Coe, “inspire and guide” the local youth. of well held scientifi c principles. There are also tennis and netball courts, The centre is part of a regeneration a cricket pitch and a children’s play area. project of south-west Coventry. Nick Morgan Head of Sport Science for fi tness network free passes for Lucozade Sport Nick drives the Lucozade Sport programme has launched notts locals of applied research, sport science service provision and education within sport The UK Fitness Network, a strategic Nottingham City Council and and exercise. He is a BASES accredited alliance between the UK’s sports and Nottingham City PCT have physiologist with vast experience working leisure trusts, launched on 1 February. given away 2,000 three-month with elites in both a physiology and The not-for-profi t organisation will fi tness passes to local residents in nutrition capacity. offer customers a membership that neighbourhoods considered to have covers hundreds of gyms, pools and poor health. The LSSA draws on over 30 years of classes. It has been set up following The passes went on offer at the experience in sports nutrition research. the success of the London Fitness beginning of January and include www.thelssa.com Network, which was established in memberships for the council’s 2004 as a collaboration between nine Flexible Fitness scheme, as well as London sports trusts that worked free swimming and one-day fi tness together to link 94 of the capital’s passes to local leisure centres. leisure centres and clubs. february 2009 © cybertrek 2009 update supplier
training news fi rst ifi -accredited cross-trainer Octane Fitness is the fi rst supplier Sue Catton, IFI national director, says: premier and pts merge to have its elliptical cross-trainer “Elliptical trainers have consistently Premier Training International and accredited to Stage 2 by the Inclusive proved challenging to make accessible Performance Training Solutions Fitness Initiative (IFI). for disabled people, (PTS), the fi tness training The company’s self-powered Pro3700 yet are found in providers, have merged. IFI cross-trainer offers a natural almost every PTS, which is now a wholly- converging arm action. By working gym. Octane has owned subsidiary of Premier Global, closely with the IFI, Octane Fitness has demonstrated will take on Premier Training’s name also integrated a small step for improved how some of the for future operations. access and a lock-out mechanism, which inherent access The merger is quite a coup for keeps the pedals stationary while a user challenges of the Premier Training, as PTS has the climbs on and off the machine. equipment can be exclusive licence to deliver National The trainer also features large text, overcome, offering Academy of Sports Medicine colour-coded buttons and raised this exercise to (NASM) education in the UK and EU. iconography to make it easier for a much wider customers to navigate the programming, range of shokk training for serco while the black handles and pedals are users. SERCO Leisure, on behalf of designed to contrast with the silver Maidstone Leisure Trust, has frame, so users can better identify joined forces with SHOKK to where they should position themselves. Octane’s Pro3700 is IFI-accredited develop a training programme designed to get young people in Maidstone exercising for at least zigzag to supply expresso bikes fi ve hours a week. The 10-week course will be ZigZag, part of the PTE Group, has taken over available free of charge to pupils distribution of Expresso exercise bikes from Instyle. aged 14 and over, and will combine The interactive bike offers 30 virtual tours, pedal two REPs-accredited SHOKK resistance (depending on terrain) and moveable workshops: X-treme and Kombat. handlebars to simulate the experience of outdoor Participants showing the most cycling, in a bid to make exercising a more appealing promise will be offered a route activity. The children’s version is power-assisted. into the industry, namely Level 1 Fergus Ahern, managing director of ZigZag and 2 Teaching Physical Activity to says: “Expresso recognised the close fi t these Children qualifi cations (governed by bikes have with ZigZag’s interactive range and, as Active IQ). Once completed, they the UK’s leading distributor of interactive fi tness will be able to assist with fi tness solutions, approached us to exclusively distribute classes at local leisure centres, and its product within the UK. to mentor younger children. “The Expresso bikes will bring a new dimension to our range of interactive equipment, turning ymca offers free course ZigZag is sole what can be a boring exercise into an exciting and Fitness provider Central YMCA has distributor for Expresso compelling activity.” announced plans for a free training programme to transform London youngsters into qualifi ed street physique wins contract for schelde sports dance instructors. The YMCAFit Strictly Street Physique, part of the PTE Group, Physique Sports (sport hall and gym Dance course targets young people has won the contract to exclusively division) and its fi tness equipment aged between 16 and 18 in Camden, distribute the Dutch-based, high- division – will now be able to target elite London. The 26-day programme specifi cation Schelde Sports equipment training venues, sports arenas and new will lead to a Level 2 Kids Fitness – within the UK market. facilities for the 2012 London Olympics. Street Dance qualifi cation, allowing Schelde Sports UK has supplied Ron Brooks, PTE’s general manager, them to plan and teach their own equipment for the Olympic Games says: “The Schelde product is one of dance sessions and monitor changes and other major sporting events, as the most respected within its fi eld and to children’s physical and mental well as supplying athletics equipment is designed to maximise performance. health. Young people will learn how to Sport England’s regional high This exclusive contract will enable to choreograph dance routines performance centres. Physique to supply equipment and develop communication and The contract means that Physique from primary school level to high teamworking skills. – consisting of the recently merged performance centres.”
12 Read Health Club Management online february 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital ;DG7><HEDGIH 9G>C@H6A:H! NDJC::96HIGDC< ;GDCIGDL#
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in brief... énergie’s middle east venture The énergie Group has announced the GSSG is already a market leader in wellness in warsaw grant of a master franchise licence to the Qatari fi tness club sector, with four Holmes Place Poland opened its Qatar-based investment group Ghanim large sites in operation and two under fi rst Wellness Studio on 1 January. Bin Saad Al Saad & Sons Holding Group construction. The fi rst stage of the plan The 40sq m Power Plate® studio (GSSG). The license will see GSSG will see the four existing clubs in Doha, is located in the centre of Warsaw, control six énergie brands under a 10- Qatar, relaunched under the énergie in the Warsaw Trade Tower offi ce year licence across Qatar, Bahrain, Oman, Fitness Clubs brand early this year. building, whose 43 fl oors are United Arab Emirates, Egypt and Libya. GSSG, which has net assets of more home to 45 companies – a captive than 1.8bn Qatari riyals (£338m) and audience of some 4,500 people. interests across the Middle East and With its sleek, modern design and Europe, has agreed a development colour scheme, the studio aims to pipeline that will see the two groups attract time-poor business people open a minimum of 50 clubs over the who want to look and feel good, fi rst fi ve years of the partnership. and to maximise productivity at the This latest deal follows énergie’s companies within the building. acquisition in 2008 of 23 Motorcise Its intention is to help customers Healthy Living Centres, as well as fi tness reduce stress, increase levels of franchise Attiva. It now has 80 clubs – energy, lose weight and keep fi t. The énergie CEO Jan Spaticchia with mainly in the UK and Ireland, with two in vibration training is complemented GSSG MD Mohammed Al Hamadi Latvia – and 25 in the pipeline for 2009. by massages and nutritional consultations, with lifestyle and wellness packages on offer for your health expands in holland individuals – both management and employees – and businesses. Dutch budget club operator Your Health opened its latest site, in the town of gwynnie launches gyms Ende, on 29 November. Actress Gwyneth Paltrow is The 1,000sq m site offers CV kit, teaming up with her personal weight training including free weights, trainer, Tracy Anderson, to launch a circuit training, water rowers, a boxing worldwide chain of gyms. ring, a sauna and showers. Equipment Paltrow has previously produced is provided by Life Fitness, although and directed an exercise video for previous sites have been equipped by Anderson, who also trains Madonna, Precor. Membership costs `15.95/ and appears in promotional material month, with a contract of a year. for Anderson’s gyms in Los Angeles The chain – which focuses on providing and New York. Now the duo are only the most popular services, but doing teaming up to build a chain of gyms so to a high standard – opened its fi rst across Europe, Asia and Australia. club in September 2006. It currently has nine clubs in Holland, both owned and 222 sites for mrs sporty franchised, and aims to expand in Europe. Your Health has nine clubs in Holland Franchise company Mrs Sporty opened its 222nd club at the end of January, at a site in Germany, as well citizen fi tness opens fi fth moscow club as a new club in St Pölten, Austria. Mrs Sporty targets women aged Citizen Fitness opened its fi fth club natal programmes and rehabilitation. It 35+ seeking a healthier, more in October 2008, located in the is a family club, targeting middle class active and sporty lifestyle. Offering Balashikha area of Moscow. men and women and their children. 30-minute circuit training on hydraulic Membership at the 2,500sq m club Nautilus equipment is supplied by units, complemented by nutritional costs 1,000/month. Facilities consist local distributor Planet Fitness, including advice, clubs range from 80–200sq m of a gym with CV, resistance and indoor StairMaster. Other suppliers include with fees starting at `32. cycling kit, plus a wide range of group Eurosport, Ivanko Barbell and Star Trac. Mrs Sporty launched in 2005 and exercise classes covering mind-body, The chain is owned by a private now has clubs in Germany, Austria, aerobics and martial arts sessions. individual, with all fi ve clubs in Moscow. Switzerland and Italy. It is owned There is also a 25m pool and Capital investment to date has been by former tennis pro Stefanie Graf, children’s pools, a sun deck and a spa US$10m. There are plans to open up to Niclas and Valerie Bönström, with offering massage therapy. The club also three clubs over the coming months, all Niclas Bönström also the CEO. offers a children’s psychologist, pre- to be equipped by Nautilus.
14 Read Health Club Management online february 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital news and jobs updated daily on www.healthclubmanagement.co.uk edited by kate cracknell email: [email protected]
Mi Gym is housed in a character-fi lled building that used to be a hotel bar escaping the rat race at mi gym Mi Gym, a new independent health The club was set up by “fi tness club on Kite Beach Cabarete in the industry veterans who moved away from Dominican Republic, had its grand the rat race to live on the beach”, says opening on 1 December 2008. Mi Gym owner Steven Bowcutt. The club, located on the fi ve-mile The refi t cost more than US$200,000, beach, is housed in a character-fi lled with strength equipment supplied by former bar/restaurant within an older Hoist, racks and benches by Body Solid sports-focused hotel. The main gym and CV from Vision Fitness and Life measures 280sq m, with a 60sq m yoga Fitness. Other equipment includes the loft overlooking the beach. There’s also TRX® Suspension Trainer® and bikes by a fi tness platform for group exercise, Real Ryders and LeMond. a swimming pool with aqua fi tness The target market consists of locals, stations, a skate ramp used for jujitsu foreigners in residence, tourists, classes as well as skateboarding, a beach kitesurfers, sailers and windsurfers. volleyball court, kitesurfi ng school and Instructors include a world class a therapy studio. Members also have kitesurfer – the beach enjoys 240 access to kayaks and snorkelling gear. ‘kiteable’ days each year. vida fi tness opens third site US operator VIDA Fitness opened its It also offers a relaxation area featuring a third site last month, at the Renaissance steamroom, sauna and endless pool. Washington, DC Hotel. David von Storch, founder and owner VIDA-Renaissance was designed by of VIDA Fitness, says: “Many hotels Stoneking-von Storch Architects and include workout spaces, but do not the Hallock Design Group. The 930sq m offer a full venue of elite fi tness and spa club offers a full range of strength and options that incorporate our concept of CV kit, plus Kinesis, Real Ryder indoor balancing mind, body and spirit.” cycling, circuit training, and nutrition and Monthly memberships and guest day group wellness instruction. passes are available to the general public. The site is also home to the fl agship Hotel guests have complimentary full site of Aura Spa – a 370sq m day spa access to the new fi tness and spa facility. offering relaxation and detoxifi cation All three of VIDA Fitness’ locations treatments in its four treatment rooms. are in Washington, DC. february 2009 © cybertrek 2009 fi a update news
from the board new category for fl ame 2009
Olympian James Cracknell (second from left) presented the FLAME ’08 awards
As the fi tness industry develops, The FIA Operator of the Year Award, blane dodds there is a call for more awards to which debuted at FLAME 2008, will be CHIEF EXECUTIVE s NORTH recognise excellence throughout the presented again in 2009, with a focus on industry. With this in mind, the FIA incentivising the whole sector for success. lanarkshire leisure has added a brand new category to the Having received this award in 2008, The market for health and fi tness has FLAME Awards 2009, which are run in DC Leisure chief executive Steve changed markedly over the last few partnership with Matrix Fitness Systems. Philpott says: “I’m incredibly proud of years. Boundaries are changing and The inaugural Future of FLAME award the company and everything that we the differences between private and will acknowledge an individual who have achieved.” public sectors diminishing as common has shown remarkable dedication and DC Leisure’s success stemmed from objectives come to the foreground. commitment to the fi tness industry: its many initiatives over the previous 12 Every organisation providing someone who has made a difference. months. Not only is it the fi rst company health, fi tness, leisure and sporting David Stalker, FIA operations director, to achieve the FIA’s new Code of activities – whether ‘for profi t’ or says: “It’s vital that we recognise the Practice certifi cation, but it has also been not – is nonetheless a commercial people at the grassroots of this industry, a partner on community programmes enterprise and needs to drive as they’re the ones who consistently such as Active at School, go and MEND. participation to survive. help people to change their lives on a Last year it also hosted the Marie Curie Trusts have clear objectives day-to-day basis.” Swimathon at 59 of its sites. to facilitate access to the broad The winner of the new accolade will Who do you think is worthy of a 2009 range of communities they serve, be announced at the grand fi nale Ball FLAME award? Please email suggestions, which is often manifested through of Fire event, part of the FIA FLAME with the name of the club, the award and special discounted rates for target conference, on 10 June. your reasons, to fl ame@fi a.org.uk groups such as the unemployed and customers on incapacity benefi t. They are also involved in sports new and re-elected board directors announced development, working with local clubs and governing bodies to Recent board elections saw Robin Meetings are held quarterly, maximise opportunities for club Johnson of Total Fitness and Tony culminating in an annual general participation and elite development. Majakas of Technogym re-elected meeting (AGM), to which all FIA There are now approximately 114 to the FIA board. Marc Moreso, of members are invited. Fred Turok, sport and leisure trusts operating Sportsweb Recruitment, has also been founder and now chair of LA Fitness, within the membership of sporta, co-opted onto the board as a training is the current FIA chair. the representative body for culture and recruitment advisor. Each newly-elected director and leisure trusts in the UK. The FIA board of directors is commits to a three-year tenure. With a combined annual turnover elected by, and accountable to, the The election process starts every of approximately £600m, these FIA membership. The board is non- September, with results announced trusts account for over 200 million executive, so does not have day-to- at the AGM in December. Board customer visits each year. The day functions within the association, members retiring from offi ce will have leisure trusts sector is thus growing, but rather looks at strategic issues completed their three-year term. developing and contributing towards within the industry, acting in the The breadth of FIA membership the FIA and its national objectives of interest of members and the industry is represented on the organisation’s increased participation. as a whole. It is responsible for the board, with ambassadors from multi- With sport’s profi le constantly overall direction and policies of site and independent operators, improving, the future of our whole the FIA, as well as monitoring and education, local authorities, leisure industry looks very positive. evaluating performance. trusts and suppliers.
16 Read Health Club Management online february 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital news and jobs updated daily on www.healthclubmanagement.co.uk
edited by caroline wilkinson. email: [email protected]
The ad encouraged people to run in brief... outside rather than use a gym
central ymca wins fi a seal of approval The central YMCA Club is celebrating having achieved the FIA’s new Code of Practice. Setting professional standards on health and safety, training and customer care, the Code gives gym users the confi dence that they are in good hands. The assessment covers areas such as exercise classes, swimming pool supervision and commitment to disability provision. It has been a positive start to 2009 for Central YMCA, which has also recently completed a £2.6m revamp.
PICTURE: WWW.ISTOCK.COM/MICHAEL KRINKE WWW.ISTOCK.COM/MICHAEL PICTURE: fi a board co-opts mark moreso anti-gym tv advert withdrawn The FIA Board warmly welcomes Mark Moreso (see p16), who has A TV advertisement for a bank, which body, the FIA is committed to protecting been co-opted as an ambassador contained a negative reference to the and supporting the industry’s interests in for skills and recruitment. Moreso’s indoor health and fi tness sector, has whichever way we can. extensive knowledge in recruitment been withdrawn following widespread “We’re delighted by this result and is intended to help drive FIA criticism from the fi tness industry of the extend thanks to all who joined together strategy in the industry’s rapidly message it communicated. to support the industry.” developing workforce. A large proportion of FIA members Andreé Deane, FIA CEO adds: “The are customers of the bank in question bank should be congratulated on its fi t for the future and felt it was an unwarranted attack on swift and responsible action. Like us, it areas announced the industry, particularly at a time when is a government delivery partner, and we A pilot scheme of Fit for the Future the nation faces an obesity crisis. hope that what started out as a rocky – which offers gym subsidies to Dave Stalker, operations director at relationship will blossom and lead to 16- to 22-year-olds – will launch the FIA, says: “As the representative closer ties in 2009.” in April in Manchester, Torbay, Bristol, Newcastle and Suffolk. Torbay was chosen as it contains la fi tness schemes engage youth a large number of 16- to 22-year- olds. The other three cities offer a The FIA’s go programme for 15- and Hampton Sport and Fitness Centre in breadth of urban populations, while 16-year-old girls has been taken on by Richmond, London, is also implementing Suffolk brings a rural perspective. schools in Wyre and Fylde, Lancashire. FIA programmes with local Year 5 The FIA has contacted its The 10-week programme, funded students – aged nine to 10 years – by members in those areas to recruit by the DCMS, includes street dance, signing up to Active at School. 50 sites to take part in the pilot. boxercise, step, aerobics and fi tball During the six-week programme, classes, as well as gym-based workouts. children will receive expert martial arts The scheme was chosen to help training, soccer skills from a Brentford address the school’s high PE drop-out FC youth development coach and rate. Robyn Mitchell, a 15-year-old choreography from an urban dance participant, says: “The go scheme is a instructor at the centre. great idea to keep us girls occupied after Hampton’s fi tness instructor Tom Health Club Management is school… and help us keep fi t.” Burgar says: “Active at School provides the offi cial magazine of the FIA. Once the students have completed clubs with a great way of getting younger the scheme, they each receive a Fylde children to take part in activities they Coast YMCA Racer Membership, so perhaps wouldn’t otherwise experience. To join the FIA call they can continue to benefi t from fi tness “A number of the pupils from the +44 (0)20 7420 8560 expertise and enjoy the facilities and programme have gone on to sign up for or go to www.fia.org.uk classes at a local site at reduced rates. our karate and dance sessions.”
february 2009 © cybertrek 2009 Read Health Club Management online 17 healthclubmanagement.co.uk/digital fi a update change4life: a revolution?
Steven Ward, the FIA’s public affairs and policy manager, reports on the Change4Life campaign and the criticism that surrounds it
he revolution will not make you look 5lbs thinner, because “T the revolution will not be televised brother,” advised Gil Scott- Heron, one of the leading cultural fi gures in the 50s and 60s American Civil Rights movement, in his famous song The Revolution Will Not Be Televised. Luckily, it was progress towards equality in America that was the subject Despite mixed responses to the campaign, the FIA is backing it to be a success of Scott-Heron’s ire and not the latest public health ‘revolution’ to hit the UK – the involvement of the giant food behaviour certainly adds value to the namely Change4Life. companies that are funding the campaign. Change4Life campaign. Backed by a £275m investment, They question whether sponsoring For FIA members, the opportunity Change4Life captured the January organisations such as Kellogg’s, Pepsico, is also there to be seized. Every club headlines and has received substantial ASDA and Tesco are trying to stave off can now contact their local branches political support. The Prime Minister, negative regulation by appearing to have of these corporate food giants on an Gordon Brown, is leading from the front, a social conscience that extends beyond equal footing. As an FIA member, site appearing on GMTV with the lycra- the generation of profi t. managers can contact supermarkets, clad exercise enthusiast Mr Motivator, Tam Fry, spokesperson for the doctor’s surgeries and other partners to urging the country to get moving. The National Obesity Forum and the see how they can co-operate at a local Conservative Party has also announced Child Growth Foundation, adds: “We level. This is an opportunity that has its support for the campaign. fervently hope that Change4Life will never presented itself before. succeed where other department The government has laid down a ranging responses campaigns have failed. Our optimism will framework for a campaign that we can Change4Life comes as no surprise to be tempered until we see whether the all plug into. Working in unison with the health and fi tness industry, as the food, advertising and fi tness industries the campaign’s other partners, we FIA has been working on the project really do deliver the promised goods. stand a far better chance of infl uencing since its inception back in 2007. “We’re tempted to think that [the activity levels and encouraging higher The FIA Vanguard Council was shown food and advertising industries] are levels of participation. the TV ad that’s now running to support donating millions of pounds to the For the FIA, the next step is bringing the initiative in September 2008 and, government as a way of heading it off the plans of MoreActive4Life – the in the same month, the FIA update in from imposing the regulation it fears.” fi tness industry’s own sub-brand of Health Club Management announced the Change4Life – to fruition. There has campaign. We have seen it evolve and we food for thought already been a great deal of progress are committed to ensuring its success. While we can be grateful that Fry spared since it was announced at the FIA Initial coverage of Change4Life has, the fi tness industry from the brunt of Summit in November 2008. however, been mixed. The Department his criticism, the reality is that the food What’s more, with the launch of of Health’s desire to avoid appearing and advertising brands touch people, at Fit for the Future, the Department of patronising has been well received by all levels, in a way that the government Health-backed subsidy programme, in the general public, but some media simply cannot do on its own. Their April 2009, and a potential General commentators have been critical, reach, as organisations, is vast and Election to look forward to, we have an with some sectors openly criticising their expertise in infl uencing consumer interesting year ahead of us.
leisureopportunities is the offi cial recruitment magazine of the fi a
18 Read Health Club Management online february 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital MINIMUM EFFORT MAXIMUM RESULTS
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in brief...
farewell our friend Members of REPs and SkillsActive have bid a fond farewell to Allan Pilkington, who has retired after 35 years in the fi tness industry. ALL PICTURES: WWW.ISTOCK.COM Having begun his career as a PE teacher, Pilkington then moved into leisure consultancy and launched his own training company. Shortly after that he was seconded to SPRITO (now SkillsActive), where he worked on programmes that explored the training and skills development available in Europe. The new standards will better refl ect what’s happening in the workplace In 2003, Pilkington helped establish the European Health and Fitness Association (EHFA) as its fi tness standards to be revised CEO, before moving on to the New standards for those working in standards for qualifi cations needed European Observatoire of Sport fi tness are being created following a updating in order to refl ect what was and Employment as European year-long consultation process led by happening in the workplace.” projects director in 2007. SkillsActive and REPs. She adds: “Using this feedback we The new standards will set out a clear have agreed a new structure, and work is professionalising the division of skills and qualifi cations, and being carried out to revise the standards welsh fi tness industry how these relate to job roles. for qualifi cations. This is a fast-moving The Register has held its third REPs registrar Jean-Ann Marnoch sector and we must ensure that the convention in Wales. says: “The consultation involved REPs workforce continues to meet the needs Presentations were given by Mark members, employers, training providers of the industry – and, importantly, the Bennett, conditioning coach for and awarding bodies, and is the widest needs of the public that uses its services. the Welsh RFU, Dr Simon Williams consultation on standards in the industry I want to ensure that REPs members are from the University of Glamorgan, to date. After asking our Level 2 and 3 in the best position to gain and maintain REPs registrar Jean-Ann Marnoch, members what their day-to-day activities work, and that their skills continue to be the Welsh Assembly Government included, we realised that the existing demanded and respected.” and the FIA. Delegates took part in a variety of educational workshops, presented by training providers cpr courses equal cpd points and partners, as well as three FIA A certifi cate in CPR is no a longer Technical Expert Group and SkillsActive sessions focused on management mandatory requirement for fi tness Employers Group. within the fi tness industry. professionals applying to join REPs – a Please visit the REPs website – www. move that came after some employers exerciseregister.org – to locate training time to renew made the case that there was always a providers and courses that have been With membership of the Register fi rst aid and/or CPR-trained instructor approved by the government’s Health now written into the FIA’s Code on the gym fl oor, and that not all and Safety Executive. of Practice, it has never been instructors needed these skills (see more important to ensure annual Talkback, HCM Sept 08). membership is renewed. Instructors are, however, expected Equally important is ensuring that to risk assess their circumstances and adequate insurance cover is provided, gain a CPR/fi rst aid certifi cation if this which is why REPs has phased out is considered necessary for their jobs. its £2m cover and is now offering a REPs members can now also receive minimum cover of £5m. At the same continual professional development time, the price of the £5m policy has (CPD) points if they do the training been reduced to only a little more through a REPs-approved provider. than the cost of the old £2m cover. The requirements of CPR/fi rst A CPR course is no longer a must, aid have also been changed by the but will count towards CPD
visit the reps online: www.exerciseregister.org leisureopportunities is the offi cial recruitment service of reps
20 Read Health Club Management online february 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital
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february 2009 © cybertrek 2009 Read Health Club Management online 21 healthclubmanagement.co.uk/digital people news
leisure connection’s ceo moves on Graham Farrant, CEO of Leisure Connection, is set to leave the company and become the fi rst CEO of management consultancy PMP. Farrant will join PMP later this spring to manage the day-to-day operations of the company. He has been tasked with overseeing the consultancy’s work on major national and regional projects. PMP’s executive chair, Peter Mann, says: “Graham’s selection refl ects our Wallace moves on from SIBEC ambition to appoint a CEO who has an in-depth understanding of the public and nigel wallace commercial sectors and who has worked extensively with central government Farrant will be PMP’s fi rst CEO to join lifetime across a number of related areas. “He is very highly respected leadership for local authorities, national Nigel Wallace, event director for the throughout the leisure sector and will sporting and governmental bodies and industry forums SIBEC and SPATEC, provide intellectual rigour and vision as major sporting events.” is moving on to a new role as an ambitious, strong, empathetic leader. Farrant has spent more than four director of training at Lifetime. “Graham will also complement our years at Leisure Connection – he took Wallace, who has been with existing strength in providing strategic over the CEO role in October 2004. McLean Events – organisers of SIBEC and SPATEC – for the past four years, previously worked as new uk general manager for pte executive director of the FIA after his job as adidas academy director. Ron Brook, former managing director of UK’s largest independent suppliers of Lifetime, which was recently Physique Sports, has been appointed the new, remanufactured and home-use kit. named the Centre of Excellence new UK general manager of its parent Graham Bertrand, managing director for Fitness for National Employers company – the PTE Group – as part of of PTE, says: “Brook’s new position and by the National Skills Academy, the fi rm’s consolidation and relocation. the merging of Physique [Services] and appointed Wallace to manage its The company recently moved its Physique Sports under one name and curriculum and to develop new headquarters from Colne in Lancashire roof will allow us to work more smartly training schemes. to Blackburn, where Brooks will run across our existing customer base, as Wallace says: “This is a superb PTE’s day-to-day operations. well as to target new areas of business.” role that comes at a key time for As part of its plans for consolidation, Other companies within the PTE training in our industry.” PTE is also merging Physique Sports, group include operator Alliance Leisure, its sports hall and gym division, with equipment supplier ZigZag and Home Physique Services to form one of the Fitness Direct. in brief...
new liw marketing manager dr paul bedford joins tldc new keiser sales manager Helen Beckett has been appointed Dr Paul Bedford is joining The Leisure Equipment supplier Keiser UK has to replace Adam Taylor as marketing Database Company’s (TLDC) board appointed a new sales manager to manager for the trade show Leisure of directors, bringing with him enhance its position in the marketplace Industry Week (LIW). background knowledge of his company, and further develop vertical markets. Beckett has 15 years’ experience in Re-Aim, which specialises in retention. Steve Newell, appointed in exhibition marketing and started her Bedford’s PhD research on factors November 2008, previously worked career with Reed Exhibitions. Taylor, that affect membership retention in the as a sales executive for Technogym, meanwhile, is leaving LIW to emigrate fi tness industry have helped increase and before that as a health and fi tness to Australia. the average membership length from manager and personal training Beckett says: “This is an important seven to 13 months for many clubs. co-ordinator for operator Fitness First. year for LIW as it not only celebrates Bedford says: “The synergies Keiser UK introduced the new role its 21st anniversary, but also supports between Re-Aim and TLDC mean we as a result of its recent growth, which the leisure industry during testing can work more effectively to support has included the launch of products times, I’m looking forward to working the industry in the current challenging such as the M3 indoor cycle and the with those in the sector.” climate when retention is vital.” M5 group elliptical cross-trainer.
22 Read Health Club Management online february 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital INDEPENDENT
OPERATOR FOCUS
edited by caroline wilkinson. email: [email protected]
PEOPLE PROFILE bob jauncey Low Energy Bob, as he’s known to colleagues gain at Leisure Connection, is the company’s energy and environmental manager, with a passion for pounds steam trains and West Bromwich Albion whilst Why do you care so much Institute of Building Services Engineers), about energy saving? in which companies dedicate 100 days to I feel that working to help reduce our saving energy. I won the challenge’s they impact on the environment is a very Champion of Carbon Saving Champions good cause and I genuinely like seeing Award in 2008, and I’m hoping the how much energy simple energy-saving challenge will provide staff at Leisure lose techniques can save an organisation. Connection with the motivation to save energy too. Hopefully we’ll win the award. How did you get into the fi eld? My background is in mechanical and What are your top tips for centre them electrical engineering, but it wasn’t managers on saving energy? until 1989, when I started working for The most important advice I could give The Concept2 Model E the WHSmith Group, that I started to a leisure centre manager on how to elevates everything - workouts, to work on making companies more make the site more energy-effi cient is fitness levels, even where your energy-effi cient. I was seconded to work to ensure that your swimming pool has clients sit. We’ve raised the for DIY company Do It All during the a cover. This can save a centre up to bar, added a sturdier frame recession in the early 90s, and I started 30 per cent on its gas bills each year. and a nickel plated chain for to look at saving energy to reduce a It’s also important that managers even lower maintenance. company’s costs during a recession. monitor their central heating and lighting And when it comes to tracking controls – turn the heating down in the progress, the new PM4 What’s your role at summer and make sure your external monitor is bursting with Leisure Connection? lights are not left on 24 hours a day by performance data at the My remit is to help reduce the company’s using a timer. Good housekeeping can touch of a button. Call us and its clients’ energy output, including also make a big difference: switching off now to find out how delivering energy effi ciency training. lights and equipment at the end of the Concept2 can help pull Each Leisure Connection site has a day is essential – it’s a simple task but one in your profits. nominated energy champion who I train that many centres fail to do. every quarter, and who then passes on bringfitness2life.co.uk my teaching to their colleagues. To help What frustrates you in your work? incentivise staff, there are league tables of The fact that some companies are still the best performing leisure centres. reluctant to spend money on energy- We’re also running a challenge, effi cient products, even though it 0115 945 5522 organised by the CIBSE (Chartered could save money in the long run. Even if only half of the people I train adopt energy saving techniques, that’s still a success as it’s more people than were saving energy previously.
What do you do outside of work? I’m 60 and currently live with my wife in Stourport on Severn, in Worcestershire. I’m an avid West Bromwich Albion fan and have been a season ticket holder for 30 years. I’m also a shareholder in the Severn
PICTURE: WWW.ISTOCK.COM PICTURE: Valley Railway. I’ve had steam train driving A pool cover can save a centre up to lessons and hope to volunteer on the 30 per cent on its gas bills each year railway in the future.
february 2009 © cybertrek 2009 17.9%APR competitive edge
PICTURE:
KATE CRACKNELL 30–31 MAY 09 oxfam’s new trailtrekker
As if Trailwalker wasn’t hard enough – to which our very own HCM team can attest (see HCM Sept 08, p23) – Oxfam has launched an even more diffi cult walking challenge. The Trailtrekker challenge still covers the same distance of 100km in under 30 hours, but the terrain across the Yorkshire Dales is much more strenuous. The challenge is for teams of four, plus a support crew. The entry fee is £200 per team and the minimum sponsorship is £1,500. Details: www. oxfam.org.uk If Trailwalker (above) doesn’t sound hard enough, try Trailtrekker!
21–24 JULY 09 walk the walk – the nijmegen marches Attracting 40,000 entrants, this challenge is hailed the world’s largest walking event. It takes place in Nijmegen, a city in the east of the Netherlands, and is held every year as a means to promote sport and exercise. Each day, for four days, men and women complete 40km and 50km respectively. Older walkers can opt for 30km a day. Nijmegen: Promoting exercise Details: www.walkthewalk.org Get back in your wedding dress 6–16 AUGUST 09 12 SEPTEMBER 09 family masai wear your wedding volcano trek dress again – Take the whole family on the trip of a fun run and ball lifetime – a trek that passes through the Crater Highland and Rift Valley landscapes This new event, to raise money for of Tanzania, witnessing the traditional Cancer Research, is organised by Masai way of life as the tribesmen tend personal training company Coach Me to their cattle in this spectacular region, Slim & Trim. The idea is that women, most of which is a conservation area. and their husbands, use the year to The trip is open to children over 14, slim back into their wedding dress/ provided they come with at least one suit and show off their results in parent or guardian – a fantastic way September. An optional one-mile fun to introduce exercise into the family run takes place at 11am and a ball at routine as you train together for the 7pm. Tickets cost £35, with no set event. You can raise funds for the minimum sponsorship. Details: www. charity of your choice. Full costs can be wearyourweddingdressagain.co.uk found on: www.discoveradventure.com Family trekking in Tanzania
24 Read Health Club Management online february 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital powered by diary leisurediary.com worldwide event listings for leisure professionals AIR RESISTANCE FITNESS EQUIPMENT naturally different
ForumClub and ForumPiscine will be held in Verona, Italy, on 20–22 February
7–8 ❘ Mind Body Soul FEBRUARY Exhibition 20–22 ❘ ForumClub Venue Kempton Park Racecourse, Venue Verona, Italy Sunbury on Thames, UK Summary Summary A congress and trade show for European Stands, lectures, workshops health and fitness, wellness and aquatic and demonstrations focused on clubs. Now in its 10th year, 2009 sees complementary therapies and practices. the launch of ForumPiscine, a congress Tel +44 (0)1787 224040 and show for the international pool and Email [email protected] spa sector, held alongside ForumClub. Web www.mbsevents.co.uk Tel +39 0512 55360 Email [email protected] 16–19 ❘ IHRSA 2009 Web www.ncforum.com Venue San Francisco, California, US Summary 26 february–1 march ❘ Representatives from the health club, Fitness IFEMA 2009 fitness, wellness and health promotion Venue Madrid, Spain industries can benefit from this event with Summary its diverse training sessions, networking International fitness conference and show, opportunities with operators from across with fitness clothes and accessories, gym the globe and world-class exhibition. equipment and technology, spa kit, plus Tel +1 617 951 0055 access to consultancies and associations. Email [email protected] Tel +34 91 722 30 00 Web www.ihrsa.org Email [email protected] Web www.ifema.es 25–28 ❘ SPATEC UK & Europe Venue Grand Real Santa Eulalia Resort & 26 february–1 march ❘ Hotel Spa, Albufeira, Portugal ECA World Fitness Show Summary Venue New York, US A two-day forum of face-to-face Summary meetings between UK and European Fitness and wellness convention and spa owners, directors and senior trade show. Register by February 14. personnel, with more than 70 leading Tel +1 516 432 6877 international spa suppliers. Email [email protected] Tel +44 (0)20 8547 9830 Web www.ecaworldfitness.com Email events@ mcleaneventsinternational.com Web www.spateceu.com MARCH 1–3 ❘ Professional Beauty 27–29 ❘ International because 2009 and Professional Spa Fitness Showcase International Conference Venue Winter Gardens, Blackpool, UK Venue ExCeL, London, UK Summary everybody Summary Showcases the latest exercise classes, A trade show and conference for the along with workshops and lectures, for is not the international beauty and spa industry. fitness instructors and enthusiasts. Tel +44 (0)20 7728 4291 Tel +44 (0)113 277 3885 same Email [email protected] Email [email protected] Web www.professionalbeauty.co.uk Web www.chrysalispromotions.com www.huruk.co.uk february 2009 © cybertrek 2009 Tel: 01206 798864 4!,+"!#+ KATH HUDSON s JOURNALIST s HEALTH CLUB MANAGEMENT EVERYONES TALKING ABOUT exercise referral
%NCOURAGING PEOPLE WITH HEALTH PROBLEMS TO EXERCISE SEEMS LIKE AN OBVIOUS SOLUTION n SO WHY IS IT THAT DESPITE A WILLINGNESS IN THE INDUSTRY EXERCISE REFERRAL SCHEMES HAVE HAD LIMITED SUCCESS
T THE &)!S )NDUSTRY 3UMMIT 'IVEN THE ONGOING EFFORTS FROM WITH A NUMBER OF STAKEHOLDERS OPINION IN .OVEMBER 'EORGINA OPERATORS KEEN TO WORK WITH THE PUBLIC APPEARS TO BE SO DIVERSE THAT WHAT *UPP MANAGING DIRECTOR HEALTH SECTOR WE HAVE TO ASK WHY THERE WORKS FOR ONE PRACTITIONER OR A 0#4 IS A OF #+ !CADEMY ASSERTED HASNT BEEN MORE SUCCESS IN TURNING DISMISSED BY ANOTHER THAT '0S ARE FREQUENTLY RELUCTANT TO THESE PERCEPTIONS AROUND $OES THE 4HE &)! IS CURRENTLY PUTTING MAKE EXERCISE REFERRALS BECAUSE THEY INDUSTRY NEED TO MAKE ITS CLUBS MORE TOGETHER AN %XERCISE 2EFERRAL 3TEERING DONT CONSIDER HEALTH CLUBS TO BE WELCOMING TO PEOPLE WITH HEALTH ISSUES 'ROUP CALLING ON INDUSTRY EXPERTS hPRIVATE DIGNIl ED ENVIRONMENTSv SEE 3HOULD THEY INVEST MORE IN STAFF TRAINING TO BRAINSTORM HOW TO MOVE THE OUR INTERVIEW ON P !RE THE PATIENTS THEMSELVES INTIMIDATED CAMPAIGN FORWARD 4HE -ENTAL (EALTH *UPPS OPINIONS ARE BASED ON BY GYMS OR IS IT THE PERCEPTION OF '0S &OUNDATION IS ALSO PUTTING ITS WEIGHT EXTENSIVE EXPERIENCE #+ !CADEMY AND OTHER HEALTHCARE PROFESSIONALS THAT BEHIND THE ISSUE AND THERE ARE RUMOURS WORKS WITH WELL RESPECTED GYMS NEEDS TO CHANGE THAT THE "RITISH (EART &OUNDATION IS BUT NEVERTHELESS ROUTINELY BATTLES 0ERHAPS ITS A WIDER ISSUE !RE SHOWING AN INTEREST WITH '0S WHO REMAIN STEADFAST IN '0S SCEPTICAL ABOUT MAKING REFERRALS !S *UPP SAYS THERE IS UNPRECEDENTED THEIR VIEWS OF WHAT THEY BELIEVE THEIR BECAUSE IN MANY AREAS THERES NO CLEAR GOVERNMENTAL SUPPORT FOR GETTING THE PATIENTS WILL ENCOUNTER IF THEY VENTURE ROUTE AND NOT ENOUGH INFORMATION PUBLIC ACTIVE 7E NEED TO MOVE QUICKLY INTO HEALTH CLUBS *UPP GOES ON TO SAY THAT AFTER WORKING AND SEIZE THE OPPORTUNITIES
!2% '03 2%3)34).' 2%&%22).' 0!4)%.43 4/ (%!,4( #,5"3 %-!), 53 (%!,4(#,5" ,%)352%-%$)!#/-
georgina jupp mark harmer CK ACADEMY s MANAGING DIRECTOR NHS NORFOLK s EXERCISE REFERRAL CO ORDINATOR
any health clubs are keen to OST OF OUR CLIENTS START “MDO BUSINESS WITH THE PUBLIC “MOUR PROGRAMMES WITH HEALTH SECTOR BUT DONT KNOW HOW PRECONCEIVED IMAGES OF THE GYM BEING TO MOVE FORWARD #+ !CADEMY HAS FULL OF SWEATY BODYBUILDER TYPES AND RECEIVED A LARGE NUMBER OF REQUESTS TO GLAMOROUS SUPER l T LADIES 4HEY ALSO DRIVE DIALOGUE CLARIFY ROUTES FORWARD ASSUME THAT THE STAFF WONT BE INTERESTED ATTRACT FUNDING IDENTIFY COMMISSIONERS IN WORKING WITH THEM AND THAT THEYLL BE AND INCREASE AWARENESS OF SERVICES MADE TO DO HORRIBLE EXERCISES WITH l T 5NFORTUNATELY THERE IS NO STEP BY PEOPLE LOOKING ON -ANY OF THESE VIEWS STEP GUIDE 4HERE IS OFTEN NO STRATEGIC PLAN IN PLACE FOR LOCAL ARE MIRRORED BY HEALTHCARE PROFESSIONALS COMMUNITIES SO WE l ND POCKETS OF GOOD PRACTICE n IN SOME )TS VITAL THAT '0S USE THE STATE OF BEHAVIOUR CHANGE MODEL AREAS INITIATIVES THAT ARE PROVEN TO WORK ARE WITHDRAWN DUE AND REFER ONLY PATIENTS AT THE CONTEMPLATION STAGE 3UCCESSFUL TO LACK OF FUNDING WHILE IN OTHER INSTANCES PATIENT CHOICE IS SCHEMES RESULT FROM GOOD COMMUNICATION AND INVOLVEMENT EXTENSIVE AND PLANS ARE IN PLACE TO ENSURE ONGOING FUNDING BETWEEN THE INSTRUCTORS AND THE MEDICAL PRACTICES )M CONl DENT THE &)!S %XERCISE 2EFERRAL 3TEERING 'ROUP ) BELIEVE THE INDUSTRY FOCUSES TOO HEAVILY ON THE PHYSICALLY REPRESENTS A STRATEGIC WAY FORWARD WHICH IS ESSENTIAL ! @ONE ACTIVE )F CLUBS HAD MORE STAFF QUALIl ED IN EXERCISE REFERRAL AND SIZE l TS ALL APPROACH WILL STIm E OUR INDUSTRY WE MUST FOCUS HEALTH CLUB OWNERS AND DISTRICT COUNCILS WORKED MORE CLOSELY ON AN EASY TO UNDERSTAND ACCESSIBLE RANGE OF PROGRAMMES WITH THEIR LOCAL MEDICAL CENTRES THEY WOULD HAVE THE PICKINGS DESIGNED TO FOCUS ON PREVENTION GENERAL WELLBEING AND OF OF THE PER CENT OF MEN AND PER CENT OF WOMEN WHO COURSE REHABILITATION ) THINK OUR INDUSTRY IS TO BE CONGRATULATED ARENT ACHIEVING THE RECOMMENDED LEVELS OF EXERCISE ON HOW WEVE LISTENED AND RESPONDED TO CRITICISMS BARRIERS ARE 4HE INDUSTRY NEEDS TO CHANGE ITS IMAGE SO MORE PEOPLE COMING DOWN AND NOW IS THE TIME TO PULL TOGETHER INVOLVE ALL SEE GYMS AS AMENABLE PLACES WITH STAFF WHO CARE ABOUT THEIR THOSE OUT THERE DELIVERING AND LEARN FROM BEST PRACTICE” CLIENTS AND NOT JUST THEIR MONTHLY MEMBERSHIP TARGETS” 26 Read Health Club Management online february 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital 0)#452% 777#,!)2%4/0,)3#/-
Jupp says many GPs will not refer patients to health clubs because they do not see them as ‘dignifi ed’ environments dr rowan myron maggie hackney THE MENTAL HEALTH FOUNDATION s ASSOCIATE HEAD OF RESEARCH l RST RESPONSE s CLINICAL EXERCISE PRACTITIONER
ESEARCH HAS SHOWN THE BENEl TS FULLY SUPPORT '0 REFERRALS BUT “ROF EXERCISE FOR PEOPLE WITH “I WE NEED TO WORK WITHIN THE MENTAL HEALTH PROBLEMS FOR SOME TIME GUIDELINES OF THE .ATIONAL 1UALITY ;SEE P= )N .)#% RECOMMENDED !SSURANCE &RAMEWORK 7ORKING IN THE THAT PEOPLE BEING TREATED FOR DEPRESSION l TNESS INDUSTRY AND FOR THE .(3 ) HAVE SHOULD BE ADVISED TO ENGAGE IN REGULAR EXPERIENCE FROM BOTH SIDES 4HERES AND STRUCTURED EXERCISE (OWEVER IN EVIDENCE TO SHOW '0 REFERRALS ARE 4HE -ENTAL (EALTH &OUNDATION WORKING VERY WELL IN SOME AREAS BUT )M FOUND ONLY AROUND PER CENT OF '0S CONCERNED ABOUT THOSE THAT FAIL WERE USING IT AS ONE OF THEIR TOP THREE TREATMENT OPTIONS FOR 3OME TELEPHONE AND INTERNET RESEARCH PROVED THAT MANY DEPRESSION 7E PUBLISHED A REPORT Up and Running WHICH GYMS CLAIM TO DO '0 REFERRALS WHEN THEY DONT AND THAT MADE THE CASE FOR EXERCISE AS A TREATMENT FOR DEPRESSION 3INCE RECOGNISED REFERRAL PATHWAYS ARE NOT ALWAYS IN PLACE THEN THERE HAS BEEN A NOTABLE IMPROVEMENT %ACH CLIENT SHOULD HAVE A PROPER EVALUATION ADHERENCE RATES !S OF *ANUARY THE PROPORTION OF '0S USING EXERCISE SHOULD BE MONITORED AND THERE SHOULD BE FOLLOW UPS 0ATIENTS AS ONE OF THEIR TOP THREE TREATMENTS HAS INCREASED FOURFOLD TO SHOULD BE MONITORED TO SEE HOW OFTEN THEY ATTEND AND THEIR MORE THAN PER CENT 4HERES A LONG WAY TO GO HOWEVER AS COMMITMENT TESTED n THEY HAVE TO BE READY FOR CHANGE THE SAME SURVEY FOUND THAT LESS THAN HALF OF '0S HAD ACCESS OR 4HERE SHOULD ALSO BE A DIVERSE RANGE OF EXIT ROUTES NOT JUST THOUGHT THEY HAD ACCESS TO AN EXERCISE REFERRAL SCHEME A CONCESSIONAL RATE AT THE SAME GYM 4HE EXERCISE PROGRAMME 7ERE CURRENTLY RESEARCHING THE EXPERIENCE OF LOCAL EXERCISE SHOULD ALWAYS BE DELIVERED BY SUITABLY QUALIl ED PROFESSIONALS REFERRAL SCHEMES AND THE RESULTS WILL BE OUT SOON 7HAT IS AND FREQUENTLY THEYRE NOT /FTEN INDIVIDUALS ARE SENT BACK CLEAR ALREADY IS THAT THERES A POTENTIAL FOR FAR GREATER USE OF TO THEIR '0 BECAUSE OF THEIR BLOOD PRESSURE OR ORTHOPAEDIC EXERCISE AS THERAPY FOR MENTAL HEALTH PROBLEMS AND THE PUBLIC LIMITATIONS WHEREAS A SUITABLY TRAINED l TNESS PROFESSIONAL COULD VOLUNTARY AND PRIVATE SECTORS ALL HAVE ROLES TO PLAY” DEVISE A SAFE PROGRAMME AROUND MOST PROBLEMS” february 2009 © cybertrek 2009 Read Health Club Management online 27 healthclubmanagement.co.uk/digital INDEPENDENT
interview OPERATOR FOCUS
Georgina Jupp (far left) began her fi tness career at Club Kingswood in Basildon, Essex GEORGINA JUPP
Neena Dhillon talks to the independent operator turned programming pioneer about the opportunities for the industry to work in co-operation with the broader health sector
aving served the UK health was soon teaching a weekly class at the No longer in an operational role, Jupp and fi tness industry for close family-run Essex club. has moved on to the strategic position to 25 years, and collected a Before long, enough women were of director of development, a position H cabinet full of awards along pitching up to justify increasing the she clearly relishes. “I’m responsible the way, Georgina Jupp would surely be aerobics schedule from one to two for questioning where we’re going as an forgiven were she to ease her foot off classes, and so it progressed from industry in response to the Department the work pedal. However, her energy and there. Spearheading its development of Health’s agenda, and assessing our enthusiasm for the industry is as strong from a male-orientated squash club to local community access,” she explains. as ever, as is her advocacy of long-lasting, a comprehensive fi tness facility, Jupp “Also to ensure the club never loses mutually benefi cial partnerships between became director of health and fi tness in sight of what it feels like to be new to primary care professionals and the health the early 1990s. She remains proud of the fi tness environment, overweight or and fi tness industry. the guest ethos and programmes that self-conscious.” Jupp’s fi tness career began at Club characterise the award-winning club, Kingswood in Basildon, Essex, in 1984. which boasts a healthy annual retention driving change Wanting to get active after the birth rate of 76 per cent. “The club feel and But the majority of Jupp’s time is taken of her daughter, she visited the local fl exible attitude towards contracts up as managing director of CK Academy, 19-court squash club, where she was mean we’ve been able to attract a broad a consultancy initially established in 2003 able to work out and nurture her membership,” refl ects Jupp. “As a single at Club Kingswood to offer a range of competitive streak. Inspired by her site, we’re able to respond very quickly CYQ and Active IQ qualifi cations. The surroundings and the trend for aerobics, to industry trends and member needs, REPs-endorsed training provider has she spotted an opportunity, trained as plus we believe in continually analysing earned respect thanks, in part, to the an exercise-to-music instructor and the guest experience.” team’s dedication to championing
28 Read Health Club Management online february 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital Jupp is proud of the guest ethos at the award-winning Club Kingswood, which has a retention rate of 76 per cent
fi t-for-purpose qualifi cations. Jupp Enthused by the prospect of delivering serves as chair of SkillsActive’s Technical lifestyle programmes to those most in GEORGINA JUPP – Expert Group, alongside the academy’s need, Jupp was asked four years ago to INDUSTRY ACCOLADES technical director Nichola Curran, and consult on an Essex-based Condition sits on the organisation’s Sport and Management Programme (CMP) 2004: Winner of the REPs Lifetime Fitness Employers Group, as well as being provided by Jobcentre Plus and funded Achievement Award a member of the review panel of CYQ. In by the NHS through a Pathways to Work 2003: Winner of FIA’s Spirit of addition, Jupp is currently overseeing a initiative. The aim was to encourage Flame Award, which recognises tender for CK Academy to become a people on Incapacity Benefi t to return excellent and best practice Centre of Excellence for the National to work or to retrain for a new career 1998: Under Jupp’s leadership as Skills Academy in the eastern region. through participation in a Lifestyle director of health and fi tness, Club Training will always be a top priority, Programme, run by CK Academy, in Kingswood is voted UK Club of the but it is the academy’s comprehensive a Musculoskeletal Programme, partly Year by the FIA understanding of the industry that sets involving the academy, or in a Mental 1997: Named UK Personality of the it apart, according to Jupp. She says: Health Programme. Year by the FIA “It’s unusual to have an organisation that The six-week Lifestyle option involved has a wealth of experience in training, regular educational seminars, one- operations and programming; this to-one personal training sessions and “Many of our clients felt they were combination is not typically seen. Our 10-week membership at a local fi tness stuck between a rock and a hard place, team [seven administrative staff and 35 facility – including Club Kingswood, so guiding them towards change has facilitators, including tutors and personal Fitness First in Southend and Impulse been the real success,” comments Jupp. trainers] comprises people who have Leisure Centre in Thurrock – all “But if you think about the 30 per cent been involved in the operational aspects designed to positively impact on stress, no longer on Incapacity Benefi t, this is of the industry since the early 1980s, diet, physical activity, sleeping patterns a signifi cant reduction in costs to the while our programming expertise is and personal development. Department for Work and Pensions.” based on technical know-how, creativity A total of six co-ordinators and 30 and understanding of client needs.” trainers were employed to run the groundbreaking results A short time in Jupp’s company programme, with the academy taking On the back of this success, the academy leaves little doubt as to where her real payment via CMP through contracts was also asked to pilot a 12-week course passion lies. It is an inherent love of signed on the basis of proposed number between September and November 2008 programming that continues to motivate of clients. Over the past four years, that integrated aspects of the Lifestyle her, and in CK Academy she has found between 400 and 600 CMP clients have Programme with mental health. “What the perfect vehicle through which to participated in CK Academy’s Lifestyle had become clear from our previous provide lifestyle-change services, both to Programme annually, with approximately experience – and this was something the public and the private sectors. 30 per cent returning to work. identifi ed by primary care professionals february 2009 © cybertrek 2009 Read Health Club Management online 29 healthclubmanagement.co.uk/digital interview
Up to 600 clients participate in the Lifestyle Programme annually, 30 per cent of whom have returned to work
working as part of CMP – was that those individuals who took Lifestyle before moving onto the Mental Health Programme achieved much better results through this combination,” explains Jupp. “Out of the 12 local patients with mental health conditions that we worked with, seven are retraining, two are back in work and one has sought the correct professional help that she needed. These results are unheard of up until now.” referral have worked as integral members nation’s health, Jupp says it must CK Academy is now looking at how it of a primary care team to provide show that it deserves this role. “We can adapt its programming in response to lifestyle modifi cation programmes that have to understand the government’s the current economic climate and the shift integrate surgery-based assessments with agenda, learn the jargon, attend health from Incapacity Benefi t to Employment seminars and group physical activities conferences and accept that slow change and Support Allowance. What the CMP in local community facilities. A total of across health authorities and PCTs means results have proved to date, however, is 400 patients with conditions varying perseverance is required,” she comments. that the fi tness industry can be involved from diabetes to depression will have “We have to be mindful of appealing to a in delivering lifestyle solutions as part of a completed the programme between April broad spectrum of people and work in our broad-reaching government health agenda. 2008 and March 2009, helping to free up local communities. There’s no set model, “Underpinning the success is the clinicians’ time, reduce prescription costs so we need to be creative and adaptable, continuity of care,” Jupp comments. “So and bring about improved quality of life. but never undersell our product. Finally, if your club is going to get involved, then But the journey has not been without we need to appropriately reward staff everybody from reception onwards has its major frustrations, as Jupp points who drive forward these initiatives.” to be ready to welcome these clients.” out: “We’re regularly getting calls Jupp believes these changes can be Participating clubs not only benefi t from patients wanting to participate, advanced through clear strategy and from membership fees per patient but who can’t because their GPs won’t direction from the FIA, with the suggested and venue fees, but there are also commission us. The problem is that appointment of an industry ambassador accompanying promotional opportunities. you’re at the mercy of individual GPs and who can act as a bridge between the Indeed, Club Kingswood general manager their perception of the importance of Department of Health and club operators. Alex Owen points out: “For some clients promoting lifestyle change. This, and the In the meantime, Jupp has plenty to coming through the doors on these fact that GPs don’t often have time to keep her awake at night, working out programmes, the experience has become explain these more pioneering alternatives how to scale up CK Academy’s business a stepping stone to full membership.” to traditional prescribing, means that now that its range of programmes Making further inroads into primary uptake is slower than we’d like.” For is being recognised across different care, Jupp has also forged close this reason, Jupp and her team are keen regions. “Could we link with a chain partnerships with 22 GPs locally, including to develop programmes that are driven that’s prepared to become the industry’s the Beacon Cluster of GPs in Basildon, through PCTs, with more user-friendly ‘wellness’ provider in terms of these which commissioned the academy’s methods of engaging patients, healthcare services?” she ponders. services. In what can be considered a practitioners and commissioners. There’s also her new focus on the ‘fi rst’, CK Academy lifestyle advisers with private sector, with City Life programming CYQ Level 3 certifi cation in exercise seizing the day for corporate clients and boot camps for Another obstacle that Jupp has had to private organisations in development. contend with is the perception that Indeed, one of the academy’s latest wins is health clubs aren’t the best environments a contract to provide a lifestyle boot camp in which to instigate lifestyle change along with traditional fi tness programmes because they are neither private nor and subsidised community outreach work dignifi ed (see Talkback, p26). “There’s a to a new health and spa facility due to myth that patients who are referred open in September at the Lords Golf & won’t be comfortable in health clubs, Country Club in Rayleigh, Essex. preferring community facilities such as It seems there’s no resting on laurels school halls instead,” says Jupp. “But 80 where Jupp is concerned and, with her per cent of those we’ve trained through bags of energy and unfailing dedication the academy have ended up joining to the industry, there’s little doubt that private or local authority fi tness centres.” she will be responsible for many more Still, if the fi tness industry is to grab industry innovations to come. Health clubs can be “private, dignifi ed hold of the golden but fi nite opportunity environments”, insists Jupp, who’s of becoming a valued partner in the neena dhillon pushing back against GPs’ objections government’s bid to improve the [email protected]
30 Read Health Club Management online february 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital
gym series
AHEAD OF THE CURVE Will the ellipticals category continue to hold strong, or will it be cannibalised by the ‘new movement CV’ products? Nick Ryan investigates
or the past decade or more, M5, which is the size of a studio cycle and CaptionMoving on Pit Nautilus’ nonse minit Warsop accumsa believes the face of almost every designed to be used in group exercise salesndiate of minibh ellipticals enisit (above alit vel left) do will ercipit, fall gym has been transformed classes. The technology has also spawned insed favour etue Deliaeof elliptical-inspired nonsu quam nostum products F by ellipticals. Since Precor a new generation of equipment – including launched the fi rst model – the EFX – Precor’s AMT, Nautilus’ TreadClimber small balls, and pilates equipment – in its in 1995, they have become standard and Technogym’s Cardio Wave – which, Top 10 list of equipment predicted to in most health clubs, with an almost while not strictly ellipticals, have been grow. Seventy per cent of IDEA member endless list of advanced features inspired by this category. respondents offered elliptical trainers in available on today’s machines: front, their facilities and, of those 70 per cent, centre and rear drive, resistance popularity 61 per cent believed usage would grow. systems, programmable strides, In research published last summer, the Sandy Todd Webster, editor in chief integrated entertainment ‘theatres’. IDEA Health and Fitness Association in of IDEA Publications, says such growth Innovations over the last few years the US said that elliptical trainers tied for could be put down to the “excellent include the Octane 3700 and Keiser’s third place – along with foam rollers and cardiovascular workout without the joint stress” that elliptical trainers provide, as well as the opportunity to burn a large amount of calories in a short time. “Ellipticals are defi nitely the most popular piece of equipment in our gyms,” says David Coulthard, regional manager of Harpers Fitness, Leisure Connection’s health club brand. “To prove it, you can take them out of your local Harper’s club and I’ll give the members your phone number to feed back any complaints – then you’ll see how popular they are! “In all seriousness, ellipticals are popular because they’re so versatile. They’re a great piece of kit for older or overweight people, and for people with conditions such as osteoporosis, as they’re proven to increase bone density.” Meanwhile Nicola Day, wellness manager at The Club Company – which uses Technogym’s Excite Synchro – feels the popularity of ellipticals is due to them “being different” from run-of-the- Full body workout The Octane 3700 allows users to work upper and lower body mill treadmills. She continues: “Initially
32 Read Health Club Management online february 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital Endorsed by
They said it couldn’t be done. So we did it.
Biomechanics are important, says Technogym’s Fearon, but AV add- ons will also differentiate ellipticals they were very hard to use: now the are happier spending longer on a industry as a whole is moving towards a piece of equipment that feels easier, low-impact, joint-friendly, user-friendly particularly if they can watch EastEnders experience. Everyone can use them.” at the same time, even if it means a less However, from fi gures available in six effi cient workout. She therefore feels of the 10 sites it operates, Day says only that, although manufacturers invest three had seen an increase in elliptical heavily in R&D on the equipment itself, usage year-on-year, with a slight drop in the entertainment systems on offer will the other three centres. “I’m surprised, also be key in differentiating a piece of actually, to see a drop in the fi gures,” kit and in driving demand. she adds. “In general I fi nd they’re very Nautilus’ Alex Warsop agrees. popular. This is the fi rst fall in two years “Ellipticals have been out for 10 years of collecting these stats.” now, and members and club operators are demanding new innovation,” innovation is key she says. She adds that research Kate Fearon, Technogym’s product from Nautilus has shown that users manager, says: “Virtually every operator “want an effective workout but with Wattbike is the first exercise these days has some form of cross- a low perceived exertion – results bike to be endorsed by British trainer. The big challenge is to create an without the burn – which is driving Cycling because it gives environment where people keep coming innovation and why we developed the accurate and comparable back. Product innovation is key to this. TreadClimber”. Nautilus is currently measurements of power “If you don’t feel comfortable, you developing a new model of this output in watts, can be used lose motivation – we believe that’s the popular machine, originally by anyone and feels as realistic main reason people give up the gym. launched in 2006. as indoor cycling gets. And it’s Whenever we develop new equipment, affordable too. we look at whether it will make clients want to return.” Wattbike, the result of seven She adds that, while ellipticals years work and a brief British don’t deliver the most effi cient Cycling said would be impossible, workout compared with some other is already helping them take cardiovascular machines, they are easy cycling to the next level. to use and intuitive. “People perceive them as less hard, so they’re more likely to spend longer on them. That’s what killed off steppers – they’re hard work, even if they are more effi cient for a workout.” Old school Precor produced its fi rst Fearon believes that audio-visual ever EFX elliptical (above) in 1995; www.wattbike.com innovations have added to this – people the category has exploded since then 08448 759 547 february 2009 © cybertrek 2009 Where will Wattbike take you? gym series
“UNIT SALES OF ELLIPTICALS IN THE YEAR TO SEPTEMBER 2008 TOTALLED 3,834; ‘NEW MOVEMENT CV’ SOLD 1,130 UNITS”
biomechanics at lower intensity levels. This may Among manufacturers, there is a mitigate shear stress and discomfort, keenness to stress the health benefi ts of but it signifi cantly reduces the training the elliptical machines. effect. In other words, ellipticals deliver “Compared to running and stair- substandard results.” Consequently, climbing, research shows that elliptical Cybex does not manufacture an training is at least, and possibly more, elliptical trainer. effective for improving cardiovascular No one wanted to be directly fi tness,” says Precor’s head of marketing quoted, but one supplier dismissed Miles Rimell. With fi ve machines in its this statement. “As all elliptical current EFX range, Rimell highlights the machines are different, there are some importance of Precor’s biomechanical hugely sweeping statements here. research. “A user’s workout is so However, when virtually every major Moving in an Arc Cybex does not smooth it doesn’t feel like they’re manufacturer supplies an elliptical produce an elliptical as it believes they working as hard as they are, which in machine and one company does not, it do not allow for a natural movement turns means they’ll be able to carry on has to produce a good reason why it their workout for longer.” does not do so. There are numerous 5 per cent over the year to September However, although most distributors for this company outside 2008, while unit sales of ellipticals with manufacturers focus on the importance of the US who have to supply another screens rose by 11 per cent during the of the biomechanical research behind company’s products so they can fulfi l a same period. Combined sales totalled their products, some experts remain demand for ellipticals.” 3,834 units. doubtful about the benefi ts of using an Importantly, however, these fi gures elliptical trainer. coming soon do not include the recent innovations According to Paul M Juris, executive Neil Campbell, general manager of referenced in this feature. Warsop director of the Cybex Institute in the Octane Fitness UK – a company that explains: “STRETCH actually created a US: “The patterns do not actually only makes elliptical trainers – stresses new category in the middle of last year to simulate real foot trajectories during that the Octane Fitness Pro 3700 is the accommodate new innovation products. gait. Additionally, the upper extremity only elliptical accredited by the This includes the Nautilus TreadClimber, patterns evoke a level of trunk rotation Inclusive Fitness Initiative. The other Matrix Ascent, Life Fitness Summit that’s signifi cantly greater than that accredited cross-trainer is the Cybex Trainer, Precor AMT and Technogym which would occur during natural gait. Arc, which is not an elliptical. Cardio Wave. Most of these new This increases spine stress. “The next big thing will be the seated products offer a completely new motion “[Ellipticals] become very elliptical machines,” says Campbell. but still have the look of an elliptical.” uncomfortable at high workloads, and “Octane Fitness is soon to launch the So how important is this new thus people tend to exercise on them Octane Fitness xR6000 which, as a generation of elliptical-inspired products? seated elliptical, will offer a variety of Precor says it remains committed to forward and reverse motions for the its EFX range, but the expertise and lower body while also providing a very research it has gained through developing tough upper body workout.” its ellipticals has led to the development When asked about the effects of of its award-winning Adaptive Motion the recession on the sector, he was Trainer – a piece of equipment that circumspect: “I see the recession as currently lies at the heart of the positive so far. Some companies have company’s marketing strategy. been spending more wisely, by adding And it’s certainly true that this ‘new something new – different machines – movement CV’ category, which accounted to their gym offering, rather than just for 1,130 unit sales in the STRETCH replacing an older version of a machine period noted above, has cannibalised with a newer version.” elliptical sales. Warsop concludes: According to some of the latest “I would expect to see this category fi gures in the STRETCH report – CV growing and ellipticals decreasing. I think and strength sales fi gures from Cybex ellipticals will always be around, but new International, Escape Fitness, Matrix innovations will eat into their sales and Fitness Systems, Keiser UK, Life Fitness space on the gym fl oor.” Space-effi cient Keiser’s M5 has the same UK, Nautilus, Precor Products, Pulse size footprint as a Spin bike, making Fitness, Star Trac UK and Technogym nick ryan it ideal for group exercise classes UK – overall unit sales of ellipticals fell [email protected]
34 Read Health Club Management online february 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital M5 STRIDER STEP IT UP A new group exercise concept to entice new members and excite existing ones.
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T 0845 612 1102 E [email protected] www.keiseruk.com vibration training TIBLF SBUUMFSPMM Kate Cracknell delves into the science behind some of the different types of vibration training machine on the market
ibration training machines might be one of the newer recently the European Space Agency and NASA, as a way of categories of fi tness kit to appear in health clubs, but countering muscle and bone wastage caused by weightlessness vibration technology has been used to improve the in space – training with vibration platforms in advance of V body’s performance for a surprisingly long time. space missions was found to improve bone density and muscle In ancient Greece, a saw covered in cotton was used to strength, better preparing the body for the predicted wastage. transmit mechanical vibrations to parts of the body that were Nowadays, WBV is used in a wide range of settings, from not functioning properly, while in the late 1800s, Dr John Harvey hospitals and rehab clinics to health clubs – hardly surprising given Kellogg used vibrating chairs, platforms and bars as part of the the 100-plus research papers, from independent universities and wellness strategies for patients at his Michigan sanitarium. scientists, that list benefi ts such as: increased muscular strength, However, the research into Whole Body Vibration (WBV) endurance and power; increased bone mineral density and joint technology really began in the late 1970s with the development stability; improved balance and posture; improved fl exibility; an of a vibration system by one of Russia’s top sports scientists, improved hormone profi le; and reduced pain and fatigue. Dr Vladimir Nazarov, who introduced the technology to But how much do we know about the science behind it? We competitive sports, ballet and medicine in the former USSR. It take a look at some of the machines on the market to fi nd out was also adopted by the Russian Space Programme, and more how each works and the different benefi ts they offer.
POWER PLATE Moving on up Power Plate’s he variables for training with compared with 40–60 per cent in a vertical movement vibration are frequency (the speed standard gym session. can work almost T the platform moves per second), Power Plate is IFI Stage 2 accredited every muscle fi bre amplitude (degree of movement/ and has a wide range of applications, displacement), plane of movement, and with the frequency adjustable in 1Hz duration and variety of exercise. intervals depending on the needs of Power Plate® creates a predominantly the user – the elderly for balance, vertical movement – also known as deconditioned athletes to enhance displacement – which has an instant performance, regular people to effect on the muscles, bones and complement a fi tness regime or medical neuromuscular, hormonal and vascular experts to enhance rehabilitation. systems. It also creates some side-to- Selecting just a couple of the studies side and front-to-back movement to published, reported benefi ts include: develop stability and co-ordination. s Increased bone mineral density in The principle is simple: when you’re post-menopausal women (Verschueren in contact with the machine, the body et al, 2004) – important in helping subconsciously thinks the fl oor is prevent osteoporosis, which affects one unstable or dropping away, and reacts by in three women. The study also noted recruiting all the available muscle fi bres improved muscle strength and postural to keep you upright/in certain positions. control, which aid fall prevention. Power Plate training is often referred s The same or better increases in to as Acceleration Training, due both to strength after WBV compared with its rapid training effect and to its use of resistance training, but in a shorter time, acceleration to create more G-force; without the dangers of heavy loading and conventional resistance equipment uses with an appeal even to those who do mass to increase force. Sessions last not want to lift weights (Delecluse et al, a maximum of 25–30 minutes, during 2003, conducted among young women). which time the body is challenged by There are also between 15 and 20 new 25–50 very small movements every studies currently being conducted on the second (a frequency of 25–50Hz), which use of Power Plate with conditions such is said to have the potential to activate as multiple sclerosis, Parkinson’s Disease up to 97 per cent of muscle fi bres – this and juvenile obesity.
36 Read Health Club Management online february 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital GALILEO he Galileo Side Alternating System was created in the early 1980s as a T prototype for pilot studies exploring the applications and effects of WBV therapy. Initially used mainly to increase muscle power and force in the elderly and for rehab, it then found its way into commercial environments and has been produced commercially since 1995. Simply put, it delivers vibration via a rapid, side-to-side ‘see-saw’ type movement – a functional movement with which the human body is familiar. When you walk or run, muscle contractions automatically occur in the feet, legs, pelvis and the paravertebral musculature up to the head. These enable you to walk and run with fl uidity, without losing your balance and falling over every time you take a step. Galileo’s platform induces the physiological movement patterns that occur when walking or running. The tilting Taking sides Galileo machines vibrate in a side-to-side ‘see-saw’ type movement, platform simulates the up/compression which eliminates jarring of the joints and vibrations being transferred to the head phase of walking where one hip is up – the leg raised off the ground before swinging The amount of movement induced certifi cation recognised throughout to take a forward step – while the other in the muscles is dependent on the Europe – and each machine is hand-made foot is down on the ground. displacement of the platform (the to meet ISO (International Organisation Galileo is therefore different from other depth of its see-saw movement). Also for Standardisation) requirements. vibration machines as both feet are not known as amplitude, this is measured in As with Power Plate, a wide range displaced at the same time. This is said millimetres. At the furthest point on a of independent research has been to ensure that the back and abdominals Galileo platform, the amplitude varies conducted into the usage of Galileo. are trained to maximum effectiveness from 7mm–12.8mm depending on the The Berlin Bed Rest Study, for example without transferring signifi cant vibration machine used. The centre point (central – carried out by Dieter Felsenberg to the head. Although its frequency range axis) on all Galileo platforms is marked et al – demonstrated the effi cacy of is adjustable in 0.5Hz increments from with a zero. The amplitude can therefore Galileo in the prevention of bone loss 5–30Hz, Galileo’s research shows that be adjusted simply by altering the foot in healthy young men. the best muscle response to vibration or hand position relative to the central Typically Galileo machines are used in takes place between 25 and 27Hz – high axis point: the closer you are to this, the health clubs and general rehab clinics, as frequencies the user is able to tolerate smaller the amplitude and vibration. well as in paediatrics and fall prevention. due to this lack of jarring and/or The Galileo range is Type IIa MDD They can also be used to help treat signifi cant head vibration. (Medical Device Directive) certifi ed – a conditions such as cystic fi brosis and to deliver neuro-rehab for neuromuscular diseases such as stroke, Parkinson’s THE BODY THINKS THE FLOOR IS DROPPING Disease and multiple sclerosis. An additional niche area is servicing full AWAY, SO IT RECRUITS ALL THE AVAILABLE paraplegics or people with paralysis who do not have full use of upper and/ MUSCLES TO KEEP YOU UPRIGHT or lower extremities. february 2009 © cybertrek 2009 Read Health Club Management online 37 healthclubmanagement.co.uk/digital vibration training
PINEAPPLE
ineapple, a new entrant to the UK market, has been developed off P the back of seven years’ evaluation of existing WBV equipment and research. It differs from other vibration training machines in two main ways: movement is only in the vertical plane, and the frequency is much lower. Using a methodology called bio- oscillation – low-frequency, vertical vibration said to be the most effective way to transfer vibration energy into the human body – it allows for an accelerated full body workout at frequencies not exceeding 20Hz. Bio-oscillation Cross-reference studies, looking at the Pineapple’s low- increase in leg muscle activity when frequency vibration using Pineapple and comparing this means workouts with results from other WBV machines can last longer in previous like-for-like studies, have shown pure bio-oscillation to increase electromyography (EMG) activation of muscles between 8 and 13 per cent more than conventional WBV systems. Pineapple bio-oscillation has three key principles. The fi rst is a G-force of less than 1G – an ultra-low impact that provides a smooth effect without reducing the transfer of stimulation to the muscles. Amplitude varies from 1mm–30mm and frequencies vary from 1–20Hz, and the resulting low G-force effect – a maximum of 0.9G – means From a safety angle, Pineapple is in tune M & LIM, J) that compares the acute longer durations can be safely endured. with International Safety Organisation effects of two different WBV frequencies This allows Pineapple to offer training (ISO) and US Occupational Safety & on performance – 40Hz and 20Hz. The options with enhanced possibilities, Health Administration guidelines. These conclusions indicate that working at lower applications and results – for example, recommend working at under 0.8G for frequencies is more effective and safer. working at frequencies below 15Hz, the majority of the time to avoid the The second Pineapple principle is total Pineapple can be used to help enhance potential long-term risk of, for example, vertical movement. This, combined with relaxation, meditation, yoga and pilates, joint/lower back pain and circulatory the low frequency, virtually eliminates the as well as to provide pain relief, remove disorders. Pineapple also cites a study shearing (parallel) forces associated with lactic acid and aid digestion. (Med Sport, 2003:56, 287-92 Cardinale, the multi-directional movement of some machines, reducing risk of shearing injuries COMPARISON TABLE to the soft tissue and connective tissues. The third principle is functional design. POWER PLATE GALILEO PINEAPPLE All Pineapple platforms feature an open platform design with no central console 25–50Hz (adjustable in 5–30Hz (adjustable in 1–20Hz (adjustable in Frequency mast, which enables a broad range of increments of 1Hz) increments of 0.5Hz) increments of 0.5Hz) exercises and activities to be performed. Two settings – 2mm (low) 7–12.8mm at the outer edge; The model with the full-length bed Varies from Amplitude or 4mm (high) – depending zero at the central axis in allows for multiple training options – 1mm–30mm on body weight the middle of the platform incorporating pilates and yoga moves, for example – while the entry-level Mainly vertical, with some Plane of Side alternating (side-to-side side-to-side and front-to- Vertical only model can withstand weights in excess motion ‘see-saw’) back movement of 350kg, but has a small footprint for space-effi cient workouts. Recommended 15–20 Lower G-force means Maximum workout Duration minutes three times a week, longer durations are 25–30 minutes kate cracknell increasing as progress is made possible [email protected]
38 Read Health Club Management online february 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital We’re here for music.
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Vicky Kiernander reports on the new n 2006, a group of overweight Fitter Families initiative from Fit For children were fi lmed as they took part in a 20-week activity Sport, the latest in a series of health and I programme in Ian Wright’s Unfi t fi tness programmes that target the Kids documentary. The public watched as the eight 13-year-olds steadily made whole family for maximum results progress with the help of the former England footballer. What they didn’t see was how the kids gradually slipped back into their bad habits once they returned home, undoing all their good work. Fit for Sport acted as fi tness consultants on the documentary. CEO Dean Horridge says seeing the children slide back into their old ways taught them a valuable lesson. “It showed us that we had to engage the family as a whole if we were to have any real success in getting children fi tter.” The seeds of the Fitter Families initiative Ian Wright (left) were sown. is spearheading Horridge, a former head of PE, the new Fitter launched Fit for Sport in 1991 after Families noting the demand for out-of-school initiative in a activities. A children’s camp held during bid to get whole an Easter holiday marked the start of the families more organisation, which today works with active (below) more than 40 schools across London,
40 Read Health Club Management online february 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital FAMILY PROGRAMMES MEND
The sessions include education on The MEND Programme (Mind, healthy eating, fun games to stimulate Exercise, Nutrition…Do it!) offers an interest in physical activity, and free local healthy living programmes behaviour modifi cation techniques to to families with overweight children boost self-confi dence. Measurements aged seven to 13 years old. These are taken before and after the scheme consist of 20 two-hour sessions, and follow-up includes newsletters, which run twice a week, after school, reunions and phone support. over 10 weeks. Mini-MEND now caters for two Devised by Great Ormond Street to 4-year-olds. MEND is also Hospital for Children and the working in other countries University College London Institute including Australia, of Child Health, the social enterprise Denmark and works with partners from the private, the US. public and not-for-profi t sectors to offer more than 300 UK programmes. DC Leisure Management is the largest provider, currently running MEND at 17 of its sites.
promoting the healthy lifestyle message Fit for Sport works to over 32,000 children. with more than 40 In 2007, it launched the Fitter schools, promoting Schools UK Challenge with Ian Wright healthy lifestyles to and Next Generation Health Clubs, over 32,000 kids which was designed to help re-engage children of all fi tness levels in sport and THE CHALLENGE exercise. In 2008, 3,500 schools took The aim of the challenge is to fi nd the part in the national initiative, with more UK’s fi ttest family as well as the family than one million children increasing their with the most improved fi tness. Any fi tness levels by 12.8 per cent. family that has committed to change by The Fitter Families initiative is the signing up to the website – www. latest offering to arise from the Horridge- fi tterfamilies.com – is eligible to register Wright partnership. Launched last for the challenge, which follows the month, the multi-dimensional campaign Fitter Families SAS (Simple, Achievable includes Ian Wright’s Fitter Families book, and Sustainable) philosophy. The idea is a roadshow taking in 10 cities, the Fitter that, by exercising together and Families Challenge, and a documentary making simple, achievable and following two families through their sustainable changes, families can Fitter Families journey. Funded by various make life-long improvements to sponsors and partners of which ASDA is their health and fi tness. the largest, the Fitter Families campaign Families will perform one set will run for at least fi ve years, targeting of simple exercises at the start 100,000 families in the fi rst 12 months. of the challenge and the same Wright is the face of the campaign again 12 weeks later. The family and refuses to take any payment for that achieves the greatest his contribution to what he considers improvement will be deemed the a powerful force in improving the fi tter family, while the family that nation’s fi tness. His book, which was achieves the largest aggregate launched in January, will be followed by score will be the fi ttest family. the roadshow in February and March, The exercises will be unveiled and the start of the three-month Fitter when the challenge goes live. They will Families Challenge in April. be simple yet require a combination of
FAMILY PROGRAMMES GOALS
Goals (Getting Our Active Lifestyles practice to develop a sustainable, conducted with over 80 families Started) is a partnership between community-based lifestyle intervention suggests it’s the non-judgemental Liverpool John Moores University, for obese children and their families. rapport with staff, the fun and inclusive Liverpool City Council, Liverpool PCT, Funded by the Working Neighbourhood family activities, and the gradual goal- Alder Hey Children’s Hospital and the Fund, the 18-session intervention aims setting that contributes to its success. University of Salford. to support families in making gradual, The fi rst GOALS pilot outside Over the past fi ve years, the project sustainable changes to their physical of Liverpool took place last year in has brought together research and activity and eating behaviours. Research Sandwell PCT.
february 2009 © cybertrek 2009 Read Health Club Management online 41 healthclubmanagement.co.uk/digital kids’ fi tness
FAMILY PROGRAMMES CARNEGIE
organisations fund the programme, so Carnegie Weight Management runs the clubs are free for local people. weight-loss programmes for eight- to Residential Weight Loss Camps: 17-year-olds. Founded on 10 years s Lasting two to eight weeks, these of research, the programmes help provide 24-hour support, helping families to work as a team to make attendees to lose the pounds and small changes to daily routines that giving them the knowledge and skills can lead to healthier lifestyles. The to manage their weight when they programmes include: return home. Research shows that 75 Carnegie Clubs: 12-week s per cent of attendees continue to lose community programmes running weight or maintain their weight after for three and a half hours a week three years. Costs start at £1,300 for a throughout the year. Here, families two-week stay based on 2008 prices. learn the basics of healthy lifestyles, Day Camps: Running from Monday take part in fun exercise and share s to Friday during the summer holidays. experiences with like-minded people. Prices start at £195 for one week. Children’s services or public health Carnegie Weight Management clubs help families take part in fun exercise
skill and physical fi tness, and the challenge changes made as a result of the initiative challenge gives clubs 12 weeks to engage winners will receive prizes donated by will be the measure of its success. people for free – people who may never partners. These prizes will be on top of “We’ll be asking health clubs to offer a have visited a health club before – which a series of rewards available throughout range of fun, family-friendly sessions for is something they currently spend a lot the campaign – ranging from vouchers Fitter Family members between the two of money trying to do.” and gym memberships to weekends away tests. The three-month challenge will be The challenge will be supported by and family activity holidays – to incentivise followed by regular activities and events to a national three-month marketing and ongoing participation. keep families motivated, with regular tips promotional push in health clubs, schools, Health clubs will be an important on how to improve their diet and fi tness.” PCTs and GP surgeries, and through component of both the challenge and Partner clubs will be expected to multiple community partners. The Sun the campaign. Acting as partners, they promote the Fitter Families SAS message newspaper is also following the campaign. can offer a free, pre-exercise SAS to staff, members and suppliers. They The two-day roadshows will include a health check for families that have not will be supported in doing so via the corporate charity fundraising event – a exercised for a long time, or indeed Fitter Families website, which will also Spin Bike Challenge, hosted by partners ever. They are also places where families link to the club’s own website, detailing Star Trac – and a healthy fun-day. Local can perform their assessment challenge everything they’re doing to support the health clubs and leisure centres can exercises, the results of which will then campaign and the facilities available to participate by hosting demonstrations or be logged on to the website. Fitter Families’ members. taking a stand at the events. But the challenge is only intended to It’s a great opportunity for clubs, be an engagement tool, explains Eugene says Gilkes: “Clubs must do something INDUSTRY SUPPORT Gilkes, commercial director of Fit for different to attract the large segment Gilkes is under no illusions regarding the Sport: “It’s what happens between the of population who want to change, scale of the task in hand, and is looking to two tests and following the second but don’t know how. We believe the health and fi tness sector for sustained test that’s key. The sustainability of the Fitter Families is that ‘something’. Our support. The ongoing delivery of Fitter
KIDS’ FITNESS PRODUCT ROUND-UP
SHOKK SENSATION IN KENT CYBER COACH NOMINATION Tonbridge and Malling Borough The interactive coaching and dance mat Council has installed SHOKK’s dance solution, Cyber Coach, is currently mats and target walls for junior used in more than 100 UK schools members at the Angel and Larkwood and is the fi rst leisure product to have Leisure Centres. The interactive been short-listed for a BETT Award. products, acquired with funding from Recognising exemplary digital products the local PCT, form part of the centres’ in the education market, the awards Excel Fitness programme for 11- to are judged by the government agency 15-year-olds. The inclusive schedule Becta. It was not the eventual winner of activities includes gym sessions, but, says Ron Jones, CEO of Quick exercise classes and now group Holdings, owner of the product: sessions for the target wall and dance “We hope this nomination means mats, both of which are have been fully the product goes from strength to On the GymBoy kids’ strength range, booked. www.shokk.co.uk strength.” www.cyber-coach.co.uk exercises are performed standing up
42 Read Health Club Management online february 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital Carnegie’s camps and clubs bring like-minded people together, teaching them to make small changes towards a healthier lifestyle
Families-branded activities that participants and a willingness to look at the most can attend, and discounted memberships effective ways to make it happen.” that go far beyond the end of the 2009 Additional costs will depend on just challenge, are just some of the ways clubs how involved clubs wish to become in can lend their support to the campaign. the initiative, and will vary based on Since it’s a free initiative, Gilkes would the size of club and resources required also like some of this support to yield to support that involvement. However income: “Any activity that enables this Gilkes believes that, for many clubs in would be very welcome – for example, the current climate, the cost to the a donation to the campaign by clubs if business of not getting involved may be memberships are sold on the back of it.” considerably higher. Partner clubs will receive Fitter Families “Fitter Families offers clubs the support packs showing them how to offer opportunity to engage directly with activities in line with the SAS philosophy a proportion of the population that, and how to work with schools and until now, they’ve failed to touch. It’s communities more effectively – something an opportunity not only to bring them Fit For Sport has done since 1991. They into their facilities, but also to venture will also have the right to display the Fitter out into the community as a welcome Families logo in their premises, on their part of a campaign that’s going to be website and in their literature. huge, both in terms of participation and Clubs can register as a partner on the results. Finally, it’s a chance for change.” website for free, says Gilkes. “The cost to a health club is the commitment to want vicky kiernander to help affect change in the population [email protected]
ON SITE FITNESS THRILL OF THE OUTDOORS LAUNCHES GYMBOY FROM ZIGZAG GymBoy is a new line of strength ZigZag has taken on the UK equipment from On Site Fitness, distribution of Expresso’s interactive which has been designed specifi cally bikes, which capture the adventure of for use by children. Easy to use, the cycling outdoors (see supplier news, 10 machines provide a safe, fast and p12). Available in adult and child sizes, effective full body workout. Exercises they allow kids to pedal to play a range are performed in the standing position, of games, while adults can build stamina preserving the body’s natural posture by steering to negotiate winding curves and strengthening the core stabilising and steep hills. Riders can race in more muscles. Each machine can be used than 30 virtual tours and the resistance individually or combined to form a changes for uphill climbs and downhill circuit for classes. For more details, runs. The children’s bike is power- visit www.onsitefi tness.co.uk assisted. www.zigzaguk.com
february 2009 © cybertrek 2009 Read Health Club Management online 43 healthclubmanagement.co.uk/digital EVENTS HEALTH CLUB SPA show preview professional beauty london 2009 EMAP’s show offers new product launches, expert advice and conference sessions
MAP’s Professional Beauty London 2009 offers a highly effective blend of top brands, inspiring ideas and great networking. EA strict new entrance policy means the aisles will no longer be packed with thousands of non-trade visitors; beauty professionals will fi nd the time and space they need to have the right conversations with the right people. Fast track entry spells the end to queuing and, with a free show catalogue and MyPB, the personalised route planner, visitors will be able to head straight to the stands that they want to see. Only uniformed Levels 1, 2 and 3 students will be admitted – no uniform, no entry. professional beauty – trade show Visitors to the trade show will meet more than 200 leading beauty suppliers Visitors will meet more than 200 of the leading suppliers from every sector of The 2009 Nail Competitions offer 14 Each day has a specifi c, practical focus. the business – covering skincare, nails, different categories to nail professionals Day one addresses day-to-day concerns. body treatments, tanning, equipment of all disciplines of nail art. The entry Chaired by Berni Hawkins of Hawkins and education – with internationally deadline is 13 February. Muiderman and Fran Hayter, Dove Spa’s renowned experts on-hand to offer international development director, technical advice. There will also be professional spa delegates will learn how to recognise exclusive show-only offers and new international conference and create a successful, profi table spa. product launches from the likes of Fake This year’s programme provides spa On day two, delegates will gain the Bake, Elemis, Dermalogica and Jessica. owners, investors, retailers, hoteliers, commercial skills and marketing know- Two show fl oor theatres will stage designers, architects and consultants how critical to survival in today’s spa nail, beauty and business masterclasses, with the information they need to drive industry. Chaired by Richard Dusseau, which will also be available after the profi ts and sustainable success in the Spatality’s CEO, speakers include show as podcasts. current economic climate. Andrew Stembridge, MD of Chewton Glen, Anne McCall Wilson, VP Spas DETAILS at Fairmont Raffl es Hotels, Elizabeth Randall, director at STR Global and DATES 1–3 March 2009 by their colleges. Tickets are available at Jeremy Taylor, co-founder of LA Fitness. VENUE ExCeL Centre, www.professionalbeauty.co.uk/london On the fi nal day, The Future of Spa London Docklands session will help delegates explore up OPENING TIMES 10am–6pm SPA CONFERENCE PASSES and coming spa trends and innovations Three-day pass £445 + VAT; single day and get ahead of the game. Themes TRADE SHOW TICKETS £195 + VAT. All delegates must book include likely market developments Pre-registration is essential. Tickets before 28 February. To register, visit in the UK and overseas, spa design cost £20 from 1 January and £40 on www.professionalspa.com/conference and incorporating sustainability into the door, while student places are or call 0870 314 6211 (UK only)/ creativity, the holistic approach to spas, priced at £10 and must be registered +44 20 7554 5800 (international) new investment opportunities and accessing the international market.
44 Read Health Club Management online february 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital HEALTH health club spa news CLUB SPA edited by kate cracknell. email: kate [email protected]
in brief...
bannatyne’s new treatment Bannatyne Fitness Group has launched a new detox treatment in 13 of its Sensory Spas, including Dumfermline, Carlisle, Tamworth, Hastings, Milton Keynes and Perth. The clinically-proven, 60-minute Ionithermie treatment – designed to help detox the body, battle cellulite and encourage contouring and fi rming – is non-invasive and can be targeted to treat most areas of the body. Bannatyne’s spas offer a range of treatments designed to invigorate and relax, including massage, facials, pedicures and self-tanning. Many also offer dual-treatment rooms, allowing couples to enjoy their spa treatments simultaneously. The Christian Schiester’s training heats up in preparation for ‘Racing the Planet’ facilities are open to all. pre-race training... in a sauna cuisinart re-opens spa The CuisinArt Resort and Spa in This may look like a quirky new gym 250 kilometres (153 miles), which Anguilla has re-opened its Venus class, but using this state-of-the-art adds up to a gruelling 1,000 kilometres Spa & Fitness Center following a Precor treadmill in a sauna forms an (612 miles) through some of the most US$10m, 1,765sq m expansion. essential part of training for Christian hostile terrain on the planet. The redevelopment added 16 new Schiester, an extreme runner from The 41-year-old runner’s intensive treatment rooms, which include wet Austria who is currently preparing for training schedule includes exercising rooms, massage and facial rooms, a one of the biggest challenges of his life. on a Precor treadmill and an indoor VIP suite, two couple’s suites with Over the next 18 months, Schiester cycling bike in a 70-degree Celsius sauna speciality showers, and men’s and will compete in the ‘Racing the as a way of getting used to the soaring women’s hammams. Planet’ competition. This extreme temperatures he will experience during There is also an aqua-therapy challenge will see him covering four the challenge. pool, a relaxation room with views of the hottest and driest deserts in Mark Fest, senior sales director of the Caribbean Sea, and a Men’s the world – the Atacama in South at Precor, says: “We’re delighted to Club Room dedicated to delivering America (March 2009), the Sahara in support Christian in this extreme male treatments. Africa (October 2009), the Australian challenge. Precor is a brand that enables In addition, a new fi tness centre Outback (April 2010) and the Gobi in people to ‘Move Beyond’ their limits and – equipped by Technogym, including Asia (June 2010). Each race comprises live the fullest life possible.” Kinesis – is almost double the size of the resort’s previous gym. CuisinArt is built beside a white- new heat experience spa for huntingdon sand beach at Rendezvous Bay.
Huntingdon Leisure Centre is one area, which comes with its own klafs opens UK showroom undergoing a £1.5m redevelopment, membership option as well as being German sauna and steamroom including a new heat experience spa. included in the gym membership. supplier Klafs has recently opened The work, which is being managed The full £1.5m project includes a its fi rst UK showroom, with the aim by Alliance Leisure and the design and remodelling of the centre’s sports hall of further developing its business in build contractor Createability, is due to to create a new fi tness suite, soft play the UK market. be completed this month. centre and ZigZag interactive zone. Located in the dockside area of The spa will include a crystal Stephen Parker, Alliance Leisure’s Liverpool, the two-storey building steamroom, a fl oral steamroom, a herb project manager, says: “It’s hoped this houses the Klafs team on the ground sauna and a relaxation area. Also new redevelopment, which increases the fl oor and a 200sq m showroom are two treatment rooms offering a centre’s mix of facilities, will in turn on the fi rst fl oor, featuring the full range of holistic therapies. The new increase participation and help the range of the company’s sauna and spa facilities are located together in centre achieve its true income potential.” steamroom products.
february 2009 © cybertrek 2009 Read Health Club Management online 45 healthclubmanagement.co.uk/digital health HEALTH club spa CLUB SPA
spa bannatyne Duncan Bannatyne dismissed spas as not worth bothering with –
until he bought some LivingWell clubs with spas from Hilton. Now Duncan Bannatyne runs spas, his focus has shifted from health clubs to spas. Liz Terry reports hotels, health clubs and bars
uncan Bannatyne is talking out than they’d been doing, they agree the The company has had great successes spas: “Before we bought the main difference in terms of profi tability selling through lastminute.com, as 24 LivingWell clubs, we didn’t has been the use of a call centre to handle Musgrove explains. “They’re refreshing Dmake any money from them,” bookings – a system they inherited from work with,” he says. “They act quickly he says. “So we wrote them off, as most Hilton. “We came into this business with and get things online within 24 hours. operators have done. But when we looked a lot of receptionists,” says Musgrove. They give good, constructive advice as to at LivingWell, I couldn’t believe how “With the greatest respect, paying them what works and what doesn’t, and their much the spas were making – I thought is dead money. Our small number of commission rates are favourable. We’ve ‘somebody’s counted this wrong!’’’ receptionists have been trained to be been trying a whole range of full-price Group spa director Justin Musgrove multi-skilled, so they can generate income offers and two-for-one offers with them. agrees: “Before the LivingWell acquisition, – by delivering spray tanning, for example. “lastminute.com was 10 years old in we had a number of spas and only one was “Since the Hilton deal, we’ve had a 2008 and, to celebrate, they launched profi table – the conclusion was that spas dedicated call centre for appointment something called ‘When it’s gone it’s weren’t viable and, as a result, those we making. If there’s a therapist free in the gone’ or WIGIG. They asked us if we’d had were put out to lease. spa, they’ll be behind the desk. But if do a £10 spa day to tie in with their 10- “However, Hilton had been very they’re doing treatments, there’ll be a sign year anniversary. As you can imagine, we energetic in researching and developing on the desk with a number to ring. People weren’t too keen on the idea at fi rst, but the spa experience within both its hotels get on their mobiles and the staff they we decided to go for it because it gave us and its health clubs, and had found the speak to are trained and incentivised to massive publicity and exposure through formula to make spas profi table on a optimise the call” – staff receive monthly the newspapers and the internet. standalone basis within a club.” incentives from Elemis and Wella. “We limited it to 500 packages and Although both Bannatyne and Musgrove “They make sure clients get what they they sold out in six minutes! The big say Hilton spent more on design and fi t- need and sell special offers. They also upside was that we went on to sell tens of bundle the spa with hairdressing to grow thousands of pounds worth of full-price the business. They have information about spa day vouchers because of the publicity. contra-indications at their fi ngertips and The day we made our £10 spa day offer, they’ve had treatments, so they can talk lastminute.com had its most successful spa knowledgeably. They’re dedicated to day ever in terms of sales. taking calls and don’t do anything else.” “We’ve just put the hotels on the web Bannatyne is excited about the potential – we’re doing an overnight break that of the model: “We moved the call centre gives us a return and customers a great from Milton Keynes to Darlington, so it’s experience at a very reasonable price. at our head offi ce,” he says. “All spa and One of the cheapest, for example, is a hotel reservations are handled by the call one-night break for two – both have a spa centre. On our best day, we sold £28,000- treatment and the price is £150. There’s worth of spa breaks on lastminute.com.” nothing on lastminute.com that comes
“LAST YEAR, ON OUR BEST DAY WITH
Booking up Spa packages which include LASTMINUTE.COM, WE SOLD £28K-WORTH overnight hotel stays and a choice of spa treatments are selling well OF SPA BREAKS AND TREATMENTS”
46 Read Health Club Management online february 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital Justin Musgrove joined Bannatyne’s from Center Parcs
near it. We take the view that it’s better to have a hotel full rather than half-full at the expense of yield,” says Musgrove. Spa experiences are also sold from the Bannatyne’s website and these sales can represent up to 20 per cent of business – mostly from non-health club members. “We sell around 40 spa breaks a week at the moment,” says Bannatyne. The latest addition to the company’s portfolio is a new spa at the Bannatyne’s health club in Hastings. The company built the club in the grounds of the Beauport Park Hotel in 2004 and established a good rapport with the hotel owners. When they retired and were looking to sell up, Bannatyne was an obvious fi rst port of call for the disposal of the hotel business. Treatment menu All Bannatyne’s In addition to building the new spa onto spas use Elemis products, and the health club, the 41-room hotel has the range is also offered for sale been totally refurbished and will offer in- on the company’s website room massage to guests. Bannatyne is clearly relishing his role We put it in over the last three days.” as host: “Our fi rst hotel opened over 10 Workmen are still putting the fi nishing years ago in Darlington, and our second, touches to the décor in preparation for two years ago in Durham. Buying this site the launch party which has been planned has been our biggest investment to date. to welcome local people. Celebrity guests “It’s been quite a journey, buying the – friends of Bannatyne – are also expected hotel, changing it, turning it round and for the occasion. making it fantastic, but I’m very pleased The new spa is selling well: “We’ve with how it’s turned out,” he says. got fi ve treatments rooms and one’s a Although he claims not to be a manager, double,” says Bannatyne. “We can have Bannatyne seems to have been very six therapists working, as well as nail hands-on with the project: “I’ve got a pass technicians. “Last Saturday we sold out, key and I’ve been going around checking so we’ve just recruited a new therapist. the bedrooms to make sure they’re all Hopefully we’ll eventually need more done right – one doesn’t have an ironing therapy rooms, then more hotel rooms!” board or iron, another has two pillows Musgrove says the aim is to offer too many... It’s great, I love it!” he laughs. upmarket spas for everybody: “We’re With only hours to go until the opening, not cheap,” he says, “but the pricing’s he’s still fi ne-tuning the operation: “The competitive, as Duncan has a reputation bar wasn’t going to have a restaurant,” for offering value for money. This ties in he says, “but I decided to include one. well with the aim of our spas. february 2009 © cybertrek 2009 Read Health Club Management online 47 healthclubmanagement.co.uk/digital health club spa
“We invite clients to unwind before Bannatyne was adamant it should be their treatment. If they have a massage, attached to the health club: “His view was they can have up to four hours’ relaxation, that we have 4,000 members walking past which is very good value. They can use the door of the health club, but only a few the pool, sauna and steamrooms, the hundred in the hotel at any one time.” relaxation room and outdoor spa pools. Future plans for the site include a “Spas have been overpriced and convention centre, which could be used targeted at more affl uent people. I to bridge the gap between the spa/health believe the biggest opportunity will come club and the hotel. Musgrove can see the in hitting the mass market and that, company graduating to full-blown, new- with reasonable prices, there’s a great build resorts in the future. opportunity out there. We’re achieving More developments are on the way, over 80 per cent occupancy in the spa, with new spas lined up for Broadstairs and with hairdressing running at about 55 per Banbury. A new spa in Darlington has just cent in the available time slots.” opened, with refurbishments completed in All Bannatyne’s spas use Elemis Manchester and Mansfi eld. Musgrove says products: “We inherited Elemis from the team is looking at the whole estate LivingWell,” says Musgrove, “but we to identify opportunities for growth. would have gone with Elemis anyway. It’s “Milton Keynes is the one that excites me a prestigious name – it’s aspirational, it’s the most,” he says. “It has the potential affordable and there are a lot of good to be a full-service thermal spa with 20 people behind the brand. treatment rooms. People will come for “We now have it across the estate the day and there will be spin-offs for the and we’ve rationalised from having Milton Keynes health club as well.” a range of suppliers. Having one line He agrees there’s a direct correlation helps with training and gives us more between the calibre of the manager and purchasing power.” The company is the profi tability of the spa: “When you also about to take on Leighton Denny have a bigger operation, you can afford nails and offers St Tropez tanning and a more experienced manager with more Value for money Spa customers i.d.bareminerals make-up. expertise and commercial acumen. can use the health club facilities, Product sales create a good income “But you don’t always get there including the outdoor spa pools stream: “Our target is 35 per cent,” says through recruitment. You sometimes Musgrove. “If a treatment costs £50, we have to get there through training health club development aim to get an extra 35 per cent in retail and mentoring. Take the Hastings spa So where does the health club operation sales. Customers can also buy online.” as an example. The manager was a fi t into the company structure? “We senior therapist at Ashford – why did plan to keep expanding,” says Bannatyne. entrepreneurial style we appoint her, rather than recruiting “More hotels and spas. I don’t know Bannatyne’s entrepreneurial style means an experienced spa manager? Mainly about more health clubs – we might look the business buzzes along, according to because she’s of the Bannatyne’s at building if we can get the land, but Musgrove: “It’s a business that can spin mindset and she knows how the there aren’t many places in Britain open on a sixpence. We make a decision business works. We believe we can to development.” today and tomorrow it’s in place. In work with her and support her: we When it comes to acquisitions, he’s some companies, decisions take months believe if people have core talent, scathing about what’s available: “I don’t and procedures slow you down.” we’ll get them there – if that takes six think there are any quality clubs up for There was some debate about where months or 12 months, then so be it. sale,” he says, “and the rubbish will go to locate the new spa on the Hastings “I have a team of three people who go bust fi rst in the recession.” site, but ultimately, as Musgrove explains, round the country mentoring managers. Can failing clubs be turned round? They sit down with them every month Bannatyne thinks not in many cases. “It and look at KPIs, review training and depends on how much you spend on recruitment, examine the stats and give them, as a lot of health clubs have been advice to develop managers’ skills. badly designed,” he says. “We looked at one last week and the design was a brand development nightmare, so you’ve got to spend money The team is doing a review to establish to get them right before you can start the value of ‘The Sensory’ – the brand running them effectively. If you’ve got bought from Hilton. New spas are competition locally, or competition to buy simply being called ‘The Spa’ and one them, there’s no point. outcome could be a rebranding to “I spend very little time on the health change the portfolio to Spa Bannatyne. and fi tness business. I’m not a manager “There’ll be a period of pain when we and never have been – other people have multi-branding,” says Musgrove, manage. However, I’m in touch with the Last-minute changes Bannatyne put “but when we’ve evaluated it, we’ll move business 24/7 on my Blackberry and I still a restaurant into the hotel three to one name.” To date the performance feel immensely passionate about it – I days before the offi cial opening of both brands is very similar. think it’s a tremendous business.
48 Read Health Club Management online february 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital “OUR CLUBS ATTRACT A MATURE AUDIENCE AND THIS IS A MORE ROBUST MARKET Total refurbishment Bannatyne’s wife, who has her own retail business, was WHEN THE GOING GETS TOUGH” involved with the new hotel interiors
“We’re chuffed to bits 2008 trading clean, excellent facilities. If we focus on problem with a lack of blood donors, so I was up on 2007. I know how great that these things, we believe business will suggested setting up blood banks in health is because I’ve been looking at another take care of itself: it’s important to keep club car parks – we trialled it, I gave blood company – I can’t mention their name focused on what got you where you are.” and 80 of our members gave blood. because of a confi dentiality agreement – Bannatyne is quick to react when asked “No one else in the industry got and their direct debits went down every about industry politics: “I dislike the involved and the reason it didn’t happen month in 2008. They’re sinking.” Fitness Industry Association,” he says, was that the FIA refused to let me talk So how is the company dealing with “About fi ve years ago I was paying a lot of with them. If other operators and the the economic situation? Musgrove says money as a member and I asked if I could FIA had got behind it, we could have customer attitudes will see them through: approach the board about some projects. established a rapport with government. “The difference between now and the After months of consultation, they refused “That deal is still on the table,” adds recession of the 90s is that lifestyle is to see me. I said that, if the board isn’t Bannatyne. “I’m going to Chequers for more important,” he says. “While you open to a member coming along to speak lunch next week, to meet with the Prime should never get complacent, we’re with them, I’m not going to pay to be Minister. The FIA would be best placed fi nding people’s gym membership is one a member and I’ve never paid anything listening to me, but they won’t – why?” of the last things to go; they’ll make other since. We’re no longer a member. We asked the FIA to comment on economies, like dropping down to a “I’d worked out a plan of tax breaks Bannatyne’s remarks and chair Fred cheaper supermarket, in favour of keeping for the industry with the government, Turok responded warmly, saying: “Every certain things alive in terms of lifestyle. to encourage employers to pay for executive meeting is open to any member “Some operators offer a cut-price employees to use a health club. The only and we welcome all input which benefi ts product attract younger customers. Our problem with this is that the employee the sector. Ideas are debated openly to clubs attract a more mature audience and could be taxed as a benefi t in kind. ensure the views and interests of every this is a more robust market when the “The government was willing to group in the industry are heard. I’d be going gets tough,” he adds. consider stopping this tax on the delighted to welcome Duncan to our next “In Inverness and Mansfi eld, where JJB condition that the industry would board meeting to present his thoughts. has opened competitor clubs in the last monitor employees and feed information “I know everyone on the board would 12 months, we lost members. However, back to employers, so they would know welcome Duncan and Bannatyne’s back to almost everybody we lost we’ve got back. who was using the clubs and who wasn’t. the FIA with open arms, and the industry It seems to be the social bonds as well as “The Minister for Health, Alan Milburn, would be the stronger for it.” the service that create the loyalty. said: “If we give this concession, the “Our ethos is all about the basics,” industry needs to give something back to liz terry Musgrove continues. “Good staff and the government. He said there was a big [email protected] february 2009 © cybertrek 2009 Read Health Club Management online 49 healthclubmanagement.co.uk/digital spa experiences HEALTH CLUB SPA never look a gift horse... Health club operators can drive business to their spa facilities via gift package offers. Tina Milton talks to three consumer ‘experience’ providers about the potential for partnerships
n an economic downturn, keeping your spa busy Not only is it a strategy that can help fi ll the spa, it’s also and attracting new business might feel like an uphill an approach that could convert spa visitors into health club struggle. But using consumer marketing channels to members. We examine the rates and services offered by I offer health club spa packages via the high street and three well-known consumer ‘experience’ providers and look the web can boost capacity levels and revenues. at their formulas for success.
SPAFINDER EUROPE cassandra cavanah, executive director
pa marketing and gifting company SpaFinder drives S business to health club spa facilities by selling spa gift vouchers and cards at 6,000 retailers across the UK – including WHSmith, Sainsbury’s and Clinton Cards – and through its international website, spafinder.com The vouchers are redeemable at its 5,000 partner spas worldwide, 250 of which are in the UK, and gift card users can search for their nearest location and view facilities online. Cassandra Cavanah, executive director of SpaFinder Europe, says: “All our spas have a presence on the high street, because consumers can SpaFinder has 5,000 use the vouchers in any one of our global spa partners in its global partner spas. gift voucher scheme “There’s nothing a health club has to do differently in terms of running its listing, with an enhanced listing costing LASTMINUTE.COM spa business to work with us, which I £30 a month. The latter offers extra think makes it quite convenient. Plus space on the site to include more images lots of first-time spa-goers receive our and a longer description of a club’s spa ith a customer base of vouchers as gifts, so we generate new facilities and services, as well as room for more than three million, business for health clubs.” its direct website and email addresses. W experience website Fitness Express, Cannons Group Once a booking is received, SpaFinder lastminute.com has the potential to and most recently Esporta, which charges a marketing fee of 17 per cent of attract a wide demographic of online lists 30 locations, are among the the voucher price. “The spa receives the shoppers. In the last six months, health club chains to have partnered voucher or the card from the customer health clubs have increased their spa with SpaFinder. To qualify as a and sends it to us and, within no more presence on the site; recent offers partner, a health club needs to offer than 10 working days, they receive such as the £10 spa day at Bannatyne’s spa treatments such as massages payment,” says Cavanah. Sensory Spas to mark lastminute.com’s – SpaFinder’s most sought-after SpaFinder partners are encouraged 10th birthday and the £20 Christmas treatment – and facials, but they do not to offer customer discounts, and special mini-treatment packages from Spirit have to provide a full-day spa package. offers are publicised on the website or Health Clubs have been particularly Cavanah is keen to increase the through the company’s e-newsletter, successful (see interview p46). geographical coverage of SpaFinder’s Club Spa, for no extra charge. Cavanah lastminute.com head of spa Koulla partner spa locations so consumers advises clubs to invite gift card or Joannou explains: “Our customers have plenty of choice locally. voucher holders to use the spa at off- are not hardcore health farm users Health club operators can promote peak times and to highlight mid-week or spa experts, but they are looking their spa packages on SpaFinder’s deals, when business may be less brisk, for a good deal and they want to fi nd website by taking a basic free directory to minimise the impact on members. somewhere to relax. Health clubs fi t
50 Read Health Club Management online february 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital Spirit Health Clubs and Bannatyne’s use lastminute.com to drive business to their spa facilities
koulla joannou, head of spa in really well with these criteria because to work better with mini-treatments as lastminute.com takes their spa deals are competitively priced they keep the price down.” a commission on any and their locations are accessible, so Discounted spa packages are used spa package it sells, lots of people buy our spa vouchers as to attract consumers to the website, but does not charge gifts. To complement the spa voucher and the most successful deal to date operators a listings or promotional fee. system, health clubs can also sell their is the two-for-one offer. “It’s great for Joannou was reluctant to disclose the spa experiences by date allocation.” the health clubs as they get two people commission rate but is happy to discuss There are no hard and fast rules at the club’s spa, with the opportunity charges with interested partners. about the content of the spa packages to upsell products or memberships to Health clubs should be willing to on the website, as long as they include both,” says Joannou. work with lastminute.com to produce treatments. The company is fl exible The company supports offers listed the marketing and PR information to about other spa elements and Joannou on the website by sending out email support their spa deals. However, insists that a swimming pool isn’t an newsletters to its customer database, certain aspects of the sales process essential, although she expects most according to their personal data such need to be fulfi lled by the health club, clubs to have standard facilities such as a as their gender, location and age as lastminute.com is just a third party sauna, steamroom and spa pool. bracket. This is a free service, but not supplier. For example, once a spa She adds: “We generally stick to basic guaranteed: only the most impressive, package has been purchased, operators treatments and offer packages with a strongest promotions are likely to be must supply spa vouchers to the back, neck and shoulder massage, facials picked for marketing campaigns and consumer themselves as they will not and manicures or pedicures. Deals tend granted this extra advertising exposure. be branded by lastminute.com february 2009 © cybertrek 2009 Read Health Club Management online 51 healthclubmanagement.co.uk/digital spa experiences
Health clubs that can offer exclusive deals and high-quality, bespoke images for use in marketing will receive more exposure on the Red Letter Days website
RED LETTER DAYS andy ling, head of new product development
ed Letter Days describes can be included as part ‘experiences’ as memorable of the package and Ling R gifts, and the company is keen reveals that manicures and to build long-term partnerships with pedicures are growing health club operators that can offer in popularity. spa packages at a discount. Red Letter Days is, however, careful Andy Ling, head of new product to avoid experiences that involve development, emphasises that upselling. Ling warns: “We have a policy Red Letter Days’ packages (above) the company is not a supplier or a where anyone who receives a Red Letter can be redeemed for up to 18 booking agent and that it builds far Day doesn’t spend a penny on the day. months and are mostly sold online softer relationships with its clients, So it’s about coming up with a concept which include Bannatyne’s and its top that works really well as a gift and that sales channels. Ling explains: “When 35 Sensory Spas. “We’re far more isn’t construed as a transparent way of we put our boxes in supermarkets and consultative,” he says. “At the moment hooking new members.” department stores, they take 30 per cent we’re not a brand that can get This links in with the company’s real of the margin. That’s a lot; our margins involved in short-term promotions, USP – its customer support regime from aren’t much more than that in the fi rst as Red Letter Days are gifts that are the start of an experience to the fi nish. place and we have point of sale material redeemable for up to 18 months.” It offers insurance, packaging, booking to pay for. We therefore have a minimum Even though its experiences are services, gift exchange and even has a margin we have to hit before we can put widely available on the high street – dedicated call centre. a club’s product on the high street.” its gift cards are sold in more than Prices have to be offered at a discount All clients are guaranteed some form 1,600 stores around the UK, with compared with the health club’s usual of marketing support, but if a club can gift boxes also available – the larger spa rates. “We do the marketing in offer an exclusive it will naturally receive volumes are sold through its website, advance and, as the experiences are more exposure on the website. In redletterdays.co.uk, and that’s where sold, we pay a discounted rate to the addition, providing bespoke, high-quality the focus of the company’s marketing health club for each individual booking,” images can also give a club the edge, strategy lies. says Ling. The company then makes a especially experiential shots featuring There are very few restrictions on minimum margin on each booking, which couples to complement and draw the content of the spa experiences, Ling was reluctant to disclose. attention to experiences for two. as long as a health club can offer The potential profi t margin can, value for money and a pampering however, dictate whether a spa tina milton element. Full or mini-treatments experience reaches the high street [email protected]
52 Read Health Club Management online february 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital february 2009 © cybertrek 2009 Read Health Club Management online 53 healthclubmanagement.co.uk/digital new opening HEALTH CLUB SPA
Located in a former bowls hall, Gosling Sports Park’s new Lifestyle building encompasses a health club and spa that have helped identity the park reinvent itself. Emilie Filou pays a visit
alking into the new The site also has an established The idea of having a swimming pool Lifestyle building at reputation as one of the country’s top was mooted early on. It would be Gosling Sports Park in tennis coaching venues. popular with clients and boost cash fl ow W Welwyn Garden City, First opened in 1959, Gosling had in the short-term. But that argument had you could be forgiven for thinking you’ve grown steadily over the years, accruing not escaped local competitors and there entered the fl agship establishment pitches, acreage and disciplines, but little were already a number of competition of a top-end chain. But this is no in the way of aesthetics or renovations. pools in Hatfi eld and Stevenage, so exclusive club: Gosling is a leisure The result, in the early noughties, was Gosling had to go about it differently. trust and, at £47 a month for gym and a sprawling, multi-discipline sports park “The demographics of Hertfordshire spa membership, could be labelled with a collection of ageing facilities. and Welwyn Garden City directed us ‘Hertfordshire’s most inclusive club’. In the words of Duncan Kerr, CEO towards a pool and spa. It was the way throughout the majority of the project: the industry was going and a viable spa model “We had to reinvent ourselves.” commercial option,” says Kerr. “But we Five years in the pipeline, the new Gosling’s unique status as a fi nancially put a lot of thought into how we’d do it – Lifestyle area opened on 1 September independent trust shaped much of the we wanted to take this exclusive concept last year – a £4.7m refurbishment refurbishment’s rationale: the trust to the community and make it accessible offering a state-of-the-art gym and has received no funding from local to people who would not normally have glistening spa – to complement Gosling authorities since 2001 and is responsible considered it part of their life.” Sports Park’s already comprehensive list for its own asset, hence the need for a The argument chimes in well with of facilities (see information box, p48). profi table, sustainable, long-term plan. Gosling’s charitable objectives of health
A MOMENTOUS BIRTHDAY
osling Stadium opened in 1959 exchange for the provision of community and, in 1962, the Welwyn services. Councillors sat on the board G Gosling Stadium Athletic and and, by the early 90s, plans had been Sports Association was set up and drawn for Gosling to take over the granted a 99-year lease. Squash courts running of all council leisure facilities. and a ski slope were added in 1968–9, But a change in legislation and a change and Welwyn and Hatfi eld Sports Centre of government jeopardised the plans and Trust became incorporated. The football councillors were no longer able to stand pitches and golf driving range soon as board members. Funding continued followed. In 1989, after a huge expansion throughout the 90s but ended in 2001. that saw tennis, bowls, football, hockey, Gosling and the council are now fi tness and a number of team sports working on ways to achieve the added to the centre’s list of activities, council’s health target. Renata the trust was renamed Gosling Sports Drinkwater, a director in the sport, Park. During the 1990s, tennis grew leisure and culture division at Capita in importance and, in 2000, the Lawn Symonds, says that although the Tennis Association fi nanced the fi rst four delivery of local authority leisure indoor clay courts in the UK there. services by trusts has become a feature Throughout much of its history, of the industry in recent years, we Quality facilities Welwyn and Hatfi eld Borough Council shouldn’t forget that this approach was for all: Gosling provided Gosling with annual funding a rarity when Gosling was set up. “Its celebrates its 50th and signifi cant administrative, legal, 50th anniversary is truly an industry anniversary in 2009 managerial and secretarial support in milestone,” she concludes.
54 Read Health Club Management online february 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital The Retreat spa includes six treatments rooms offering the gamut of pampering options promotion, but also links back to spas’ very origin of being venues where the whole community can ‘take to the waters’. bowled over The facility earmarked for redevelopment was an old bowls hall, as it was felt that there was great potential to improve the revenue from the fl oorspace it occupied. Kerr’s team, helped from an early stage by consultants Alliance Leisure Services and architects Widdup Amer, came up with fi ve refurbishment options corresponding to various levels of restructuring. Sarah Watts, MD of Alliance Leisure, says the objective was “to give Gosling a shot in the arm and turn it into a 21st century sports facility”. What is now Gosling Lifestyle was option four; option fi ve included the The new 100-station gym is equipped redevelopment of the current sports hall, by Technogym, while three studios but was deemed too costly. offer a range of group exercise classes At £4.7m, option four was already an audacious development. “Borrowing that Japanese salt room and Indian blossom amount of money was going to be quite steamroom) supplied by Schletterer demanding on the trust, but we felt the Solutions and six treatment rooms (The repayment was something the business Retreat) offering the gamut of pampering model stood up to,” says Kerr. “We options by the well-established decided that, if we were going to do this, aromatheraphy skincare brand Decléor. we should do it the best we could.” On the fi tness side, a 100-station gym Looking around Lifestyle, you can see equipped by Technogym complements that no expense has been spared. The a comprehensive timetable of classes spa features a 17m pool with a swimming spread across three studios. The spa area includes a 17m lane and fi ve hydrotherapy stations, four The trust didn’t take any chances pool with a swimming lane heat rooms (Finnish sauna, laconium, on the delivery: along with the project and fi ve hydrotherapy stations february 2009 © cybertrek 2009 Read Health Club Management online 55 healthclubmanagement.co.uk/digital new opening
GOSLING SPORTS PARK
ifestyle, the new fi tness and spa facility, may be stealing L the show at the moment, but Gosling Sports Park is much more than just a gym and spa. Spreading over 50 acres, with some 250 staff, there are more than a dozen sports on offer. Facilities include: s A fi ve-court sports hall s A multi-purpose hall s An outdoor athletics track s A 160m outdoor cycling track s Synthetic football pitches (standard and fl oodlit) s 25 indoor and outdoor tennis courts (clay, synthetic and acrylic) s A 160m dry ski slope s A golf driving range s Five squash courts Other services include a physiotherapy clinic, an over 50s club, a kids’ soft play area, The spa features a “daring, but spot on” muted, earthy colour scheme conference facilities, a crèche, a retail outlet and a bistro bar. Work is also already underway on an new all-weather ‘tennis bubble’, If local authorities can provide in association with the Lawn Tennis Association, which will provide four plush facilities for £47 a month, extra indoor courts and consolidate people will stop using the big chainss its status as one of the country’s High Performance Centres.
management services of Savernake 21st century facelift. The old branding, These fi nishing touches played a big Property Consultants (commissioned all bright colours and slogans, looked part in ensuring early success: Gosling’s by Alliance Leisure), Gosling appointed dated. The new material, including a new gym had 1,300 members in April 2008 Pellikaan Construction, a company website launched last month, cleverly and planned to increase this to 2,600 over reputed for its experience in designing, builds on The Retreat’s colour schemes. 18 months – but by the end of 2008, just building and operating leisure facilities. Also high on Arnold’s list of priorities four months after its opening, Gosling The only hiccup was obtaining a new was training: “We had to make sure Lifestyle already had 2,200 members and lease from the council. Negotiations for [our staff] understood what was coming, increased its target to 3,000. The Retreat a new 125-year lease that would justify both in terms of sports facilities and is also performing well, with a 65 per cent going ahead with planned investments the new spa. We ran sales training early occupancy rate – an achievement in these took nearly two years. on so that they could boost customer credit crunch times. confi dence.” The reason for success is obvious: fi nishing touches This last aspect was particularly facilities that rival private operators at The arrival of a new CEO just three important: being a community facility, a fraction of the cost, a happy outcome months before the opening of Lifestyle Gosling has a relatively high proportion born out of the necessity to survive and also worked out well. Penny Arnold of senior users, a population that tends the obligation to share. Its accessibility joined in June 2008 and brought the not to favour change, let alone of the is also its strength: pay-as-you-play and same exacting standards and attention hi-tech variety. Many had already been non-members can use all facilities. This, to detail to the fi nishing touches that affected by the closure of the old bowls of course, is a by-product of Gosling’s Kerr had demanded throughout the hall, so it was crucial they felt the new charitable status – the public at large must redevelopment. Arnold commissioned gym was ‘for them’ too. Gosling Sports benefi t from its facilities – but, as Watts interior designers to decorate the spa, Park has some 9,000 members in total, points out: “Local authorities should take and the result – a muted, earthy colour so this was a chance to cross-sell and stock. In these tight economic times, scheme with textured wallpaper – is a renew people’s interest in the Park. people are looking for value for money. resounding success. “We would not “We’ve been trying to keep in touch If local authorities can provide plush, have chosen the schemes ourselves; with our existing audience while still accessible facilities for £47 a month, they did something very daring and it is trying to appeal to new members. people will no longer use the big chains.” spot on,” she says. We don’t want them to feel as though Arnold also worked on a complete they’re history and that we don’t value emilie fi lou rebranding of the facilities to refl ect its them any more,” Arnold explains. [email protected]
56 Read Health Club Management online february 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital also online from 2009 EXPERTS IN LEISURE SOFTWARE
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58 Read Health Club Management online february 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital INDEPENDENT crm
series OPERATOR FOCUS TECHNOLOGY’S BUDGET REVOLUTION Budget clubs take full advantage of information technology to reduce administration, staffi ng and other overheads – indeed, as Guy Brown reports, they couldn’t exist without it
nformation technology (IT) is at the heart of the budget club model, whether it’s online joining, pin number or swipe card entry, CCTV Ifor security or fully automated back offi ce systems. IT enables budget clubs to dramatically reduce administration and staffi ng costs, which in turn opens up opportunities to target different types of location and customer. Josh Bicknell, director at independent operator Time Fitness, says its clubs are based on “convenience and location”, adding: “We’re dropping clubs into small towns where there isn’t any quality provision. This attracts people who previously found health clubs inconvenient to reach or unaffordable.” Consequently, Time Fitness gets a high proportion of fi rst time gym members.
SIGNING UP Online joining is especially prevalent. Harlands Group’s Snap membership system, for example, enables someone to join a health club and set up the direct debit – all online. “We become the total back offi ce for a club chain,” says Kevin Scott, Harlands Group director. This can include membership collection support and credit control when required. Online joining At Time Fitness, Snap is integrated into takes all the hassle the CheckFree club management system. out of setting up a As soon as the data is entered into Snap, gym membership it instantly populates the CheckFree PICTURE: WWW.ISTOCK.COM/YURI ARCURS database, adding the new member to the club’s membership database and minutes of entering the club. “We’ve including its budget club brand henceforth automatically updating the installed ‘join online’ kiosks at mifi t Fitless, says: “With all our franchise member’s details. “This provides a good clubs and [JJB] superstores, allowing products, we aim to maximise the use control system, particularly when the the member to pay their activation of technology so our club owners can club is unmanned,” says Scott. fee, pro rata payments and also set up focus on their members and not on A further benefi t of online joining is their direct debit mandate online.” He the administration. The Fitless concept a “hugely successful sales system”. For also notes the mi.training room, which takes that one stage further by only example, budget club operator The Gym allows members to view their workout allowing online joining to additionally Group has, at peak times, sold “hundreds sessions from the comfort of their minimise membership administration.” of memberships every day, all online”. home, which he sees as a “perfect An additional key requirement for Andrew Forsyth of mifi t, the budget retention tool”. Fitless was for a high level of integration club offering from operator JJB, notes David Beattie, brand and marketing between the various club systems. the ability for members to join within director for The énergie Group, “Everyone in the club – whether the
february 2009 © cybertrek 2009 Read Health Club Management online 59 healthclubmanagement.co.uk/digital crm series
The Gym Group uses online joining and has, at peak times, seen hundreds of memberships sold online on a daily basis
instructor, owner or receptionist – uses inductions. There are health and safety the same system for all club activity,” gains too: by having to pin in and out, says Beattie. “As a result, we have there’s a clear indication who’s in the arguably the most comprehensive KPI facility, plus a wealth of usage pattern data. reports in the sector.” Meanwhile Snap Fitness, the US John Treharne, CEO of The Gym operator aiming to enter the UK market Group, says simplicity is key for online (see HCM Nov-Dec08 p31), gives its joining to work. “Like the budget airline members 24/7 access to its clubs via fl ight booking process, it only works if you electronic swipe card, which can also be have a simple, straightforward process.” used to purchase value-added services. He says full-service clubs may introduce “Our business model relies on the ability some of these functions, “but only with of members to access any Snap Fitness simplifi cation of operational systems, and location worldwide, even if the club is in the current market it is diffi cult to see unstaffed,” says CEO Peter Taunton. how businesses would do that.” “This allows owners to operate a successful business without staffi ng 24/7.” Snap Fitness uses swipe card access, ACCESS TOOLS so members can access any club in the Members access Time Fitness clubs using TECHNOLOGY ESSENTIAL world, at any time of the day or night a pin code. “This avoids the need to Clearly, budget clubs are highly dependent administer cards,” says Bicknell, and it on IT. Forsyth says the “mifi t concept is example, found only a limited number “generally makes for a faster membership 100 per cent reliant on software”. To of suppliers who could meet its budget journey from joining to utilisation.” succeed, low membership prices must club IT needs. Forsyth says they spent The Gym Group also uses a pin code coincide with reduced overheads. months researching potential new access system and Treharne notes similar “There’s no other way,” says Scott. partners – in the end, they opted for benefi ts of cutting administration, while But how well do IT companies cater EZ-Runner. mifi t clubs also use the the pin can also be used for booking for the budget club sector? mifi t, for Technogym Wellness System, with the Anytime Fitness uses a central CRM system at its headquarters to manage its franchisees
ANYTIME FITNESS: CORPORATE LEVEL CRM
esides the impact on club franchisees where they log in, access operations, CRM systems our operations manual and a blog site B are being used by budget with other franchisees, and receive club chains at a corporate level. For continuous communication from the Anytime Fitness, CRM is a tool that corporate headquarters.” enables the headquarters to manage Effi cient ways to track what clubs X the company’s franchisees. are doing is vital with nearly one new Anytime Fitness opted to use club opening every day. “Tracking X Microsoft CRM. “We liked the idea of where clubs are in the process is customising screens and fi elds to meet a daunting task, but CRM for the X our needs, and the canned reports most part solves this challenge. Our and advanced fi nd features have been franchise consultants know where effective in analysing different areas of each of their clubs is in more than 100 our business,” says Jennifer Yiangou, different metrics.” vice president of operations. “We Yiangou adds that the best- needed a system that would handle performing feature of their HQ CRM the volume we’ve experienced over system is the activities log, where all the years. We like the account feature employees log their conversations, to track business information on our emails and any other correspondence franchisees, and the added club feature with the clients. “Every bit of to track every detail on each club.” information is documented, so there’s The affi liates are linked into no need to call another employee headquarters (HQ) through a special and ask for a long-winded story. They online interface. “We recently rolled simply log into the account history to out a dashboard programme for our get up to speed on the status.”
key also used to provide members with Snap Fitness uses CheckFree for its access to their local club. club management software because, The Gym Group devised its own says Taunton, “it was the only software IT system with web design agency available at the time that combined White Hat Media, and then used the ability to profi le members, enable Harlands Group for the direct debit fi nancial transactions via EFT [electronic collection process. Treharne says they funds transfer] and other drafts, and found a problem with off-the-shelf integrate with a 24/7 door access system”. programmes in that they “provide a lot Expediency came with trade-offs. of complication that we don’t need and “Whenever you are working with an therefore don’t need to pay for, and application that you didn’t create based there are other aspects we need that on your specifi c needs, you’re going to they can’t provide”. For Treharne, overly be confi ned within the limitations of complicated elements for a budget club the software package,” says Taunton. would include stock control and cash “While our current system offers handling, which he says are redundant several great features, there are also in a paperless, cashless environment. unnecessary features that limit the “Conversely, we need certain reporting fl exibility of the software.” functions that standard reporting systems don’t provide, such as guy brown monitoring 24/7 usage.” [email protected]
february 2009 © cybertrek 2009 industry research
GOING
Mystery shopping can VOEFSDPWFShelp companies understand how their staff interact with existing and potential new customers. Abigail Harris reports on the key fi ndings from this year’s call-Focus™ survey, and takes a look at the pros and cons of mystery shopping as a business analysis tool
he National call-Focus™ assessment criteria s Defl ecting direct questions about Survey, which tests and scores Using mystery shopper phone calls, price at least once all aspects of a telephone the clubs contacted are given ratings in s Taking basic marketing information, eg T membership enquiry against two key areas: brand conformity and how the caller heard about the club industry standards, was set up in 2007 by subjective assessment. However, subjective assessment – Leisure-net Solutions as a way of helping Although operators have slightly people skills such as phone manner and operators gauge the success of their different call handling procedures tone of voice – are also crucial and make telephone enquiry handling. and protocols, most include common up a further 30 per cent of the total score. Mike Hill, managing director of elements that contribute to the brand Leisure-net, explains: “Learning what conformity score, which accounts for key fi ndings we’re doing right and wrong in the 70 per cent of a club’s overall call-Focus The latest research, carried out in telephone element of our service, and score. These common elements include: October 2008, showed that the average how we can do it better, is crucial to s Answering calls in three to fi ve rings score for the 40 health clubs and leisure business success.” s Using a standardised greeting, centres surveyed across the private, Around a quarter of all enquiries including the name of club/centre and trust and local authority sectors was could be lost at the initial call answering the person answering the phone down to just 62 per cent compared with stage, for example – because the phone s Taking the caller’s details to pass on to 73 per cent in 2007 (see table 2, p64). isn’t answered in time, in a professional a membership adviser/offering to call back “Sample sizes and mixes were very manner, or because the call isn’t passed s Asking probing/empathy-building comparable to the 2007 survey,” says on to a person trained to handle the questions about the caller’s lifestyle aims Hill, “so it’s reasonable to assume enquiry. And staff not asking whether and/or facilities they want to use we’ve actually got worse at handling enquirers would like to tour the s Talking through the club’s facilities and membership enquiries by phone.” facilities could be losing around half of membership options Scores for answering the phone were potential sales. s Encouraging a tour as soon as possible promising: 75 per cent answered in fi ve
TABLE 1: NATIONAL AVERAGE SCORES BY SECTOR
56% TRUSTS 53% AVERAGE 59% TOTAL SCORES
61% AVERAGE MANAGEMENT 57% SUBJECTIVE CONTRACTORS ASSESSMENT 64% SCORE
70% AVERAGE PRIVATE CHAINS 63% BRAND 76% CONFORMITY Mystery shopping among your SCORE customers can be a good way to fi nd 0% 20% 40% 60% 80% out how they feel about the club
62 Read Health Club Management online february 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital 75 per cent of calls were answered within fi ve rings, but the club’s facilities were discussed in less than 40 per cent of the researchers’ calls rings or less; 94 per cent used a standard greeting such as ‘good morning/afternoon’ and the name of the club/centre; and 86 per cent also gave their name. However, the private sector answered calls signifi cantly quicker on a regular basis than the management contractors and leisure trusts, probably refl ecting their more dedicated sales focus and set-up. Although questions about becoming a member were answered ‘confi dently and knowledgeably’ in 83 per cent of cases, disappointingly the receptionist/adviser only asked the researchers about their goals or the services that interested them in 36 per cent of calls, while only 44 per ALL PICTURES: WWW.ISTOCK.COM ALL PICTURES: cent told the caller about their facilities. Worse still, in closing the enquiries, almost a third gave out prices before Researchers were asked about discussing individual requirements – this in spite of the fact that most operators their goals and interests in have a policy of not giving membership only 36 per cent of the calls prices over the phone too easily – and the researchers were only asked if they
BETTER CALL HANDLING
cross the industry, and even sectors, there’s a huge out immediately in almost half the survey calls. In another difference between operators in terms of putting 10 per cent some staff refused to give prices at all, despite A good staff into place to answer calls with excellent repeated requests. Price is key information requested by systems, support and training (see table 3, p64). These are phone enquirers, and research shows it’s generally better aspects that don’t cost a lot of money – simply time and dealt with by membership advisers, reinforcing the need to effort – but do make a huge difference to front line sales. transfer calls to the nominated staff 100 per cent of the time Suggestions to improve call handling systems include: s Investing in more telesales training and ensuring back-up s Diverting some marketing spend to ensure staff and systems procedures are in place if calls can’t be transferred to the are in place to answer enquiries quickly and effi ciently nominated member of staff. Regular mystery calls can be s Developing more sophisticated, subtle strategies to used to monitor standards and give feedback to staff deal with the price issue and ensuring all staff are clear s Setting KPIs on gathering lead information – where about how to handle it. While operators don’t like to give the caller heard about the club – and ensuring the team prices out too easily, protocols are often too infl exible produces a daily/weekly report to monitor and manage and therefore not followed by staff – the price was given the source of the leads
february 2009 © cybertrek 2009 Read Health Club Management online 63 healthclubmanagement.co.uk/digital industry research TABLE 2: 2007 VS 2008 NATIONAL AVERAGES
90% 83% 80% 73% AVERAGE 70% 66% 68% BRAND 62% 60% 58% CONFORMITY SCORE 50% 40% AVERAGE SUBJECTIVE 30% ASSESSMENT 20% SCORE 10% AVERAGE 0% TOTAL SCORES AVERAGE AVERAGE SCORES 2008 SCORES 2007
would like to come in for a tour in 58 per cent of the calls. TABLE 3: HEALTH & FITNESS CHAIN AVERAGE SCORES In addition, fewer than 20 per cent of callers were asked where they had heard about the club/centre, suggesting MARRIOTT HOTELS that there is little understanding of OVERALL the importance of feedback and data VIRGIN ACTIVE TOTAL SCORE collection on marketing awareness levels. FITNESS FIRST TOTAL Hill continues: “The industry as LA FITNESS SUBJECTIVE a whole is much better at brand ASSESSMENT conformity than subjective assessment, TOTAL FITNESS SCORE which shows we’re better at training our DAVID LLOYD TOTAL staff in ‘what to do’ than in ‘how to do it’. BRAND “Overall, though, it appears the ESPORTA CONFORMITY private chains are better at trying to SCORE build rapport over the phone than the 0% 20% 40% 60% 80% 100% trusts or management contractors (see table 1, p62). Their product knowledge is also generally greater and more detailed. dropping in and lowest-scoring private and public However, this does not compare like So if things are getting worse on the sites from the call-Focus survey to see with like, as leisure centres are much phone, how are we performing face-to- how this in-person experience less focused on sales and need to have a face at this busy time of the year? Our compared with the phone results. wider offering and knowledge base.” mystery shoppers visited the highest- Under scrutiny were a number of elements: the original phone call to book an appointment, the facility itself, the MYSTERY SHOPPING – A USEFUL TOOL? tour and interaction, and the close and follow-up. The results of these mystery As with customer surveys, mystery shopping has pros and cons, shopper visits, and a look at how they and many businesses invest in a combination of both compare with the sites’ call-Focus results, will be revealed in the next issue MYSTERY SHOPPER STRENGTHS: s Is not effective for longitudinal of the magazine (HCM March 09). s Can be tailored to test analysis – ie comparing scores “Customer insight is all about specifi c operating procedures over time understanding your current and potential and practices customers – their attitudes, perceptions s Gives detailed feedback on key KEY ELEMENTS INCLUDE: and experiences,” says Hill. “Many of interactions between customers s A mixture of calls (focusing on the the user surveys in our industry give and staff sales enquiry) and visits (focusing very standardised, quantifi able results, s Focuses on qualitative feelings and on the sales/visit experience) not focused on the detail of a company’s experiences – how the shopper felt s A bespoke script and scoring operating procedures. Mystery shops and s Provides direct and actionable matrix focusing on key brand calls can complement these surveys and feedback to managers and front non-negotiables show the other side of the equation.” line staff s Experienced shoppers who (see information box, left) work in other service industries He continues: “If you want to uncover MYSTERY SHOPPER WEAKNESSES: (industry experts tend to give a the truth about how your business s Can be too subjective and different view and perspective handles customers on the phone and dependent on the shopper’s from typical customers) how they treat customers in your club analysis and judgement s Results within seven days, or centre, mystery shopping can form an s Can be a measure of specifi c which can be web-based and important part of the equation.” customer interaction, rather than include digital recordings of calls customer satisfaction and possibly videos of visits abigail harris [email protected]
64 Read Health Club Management online february 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital TRANSPONDER LOCK OTS THE SIMPLE AND EFFECTIVE SOLUTION FOR YOUR CLOAKROOM LOCKERS
LOCKS. UNLOCKS INSIDE. OUTSIDE IS IT BECAUSE OF ITS STYLISH SIMPLICITY OR PERHAPS BECAUSE ITS STAND ALONE OPERATION IS MAINTENANCE FREE? IS IT INTUITIVE ONE STEP OPERATION, OR SIMPLICITY OF INTEGRATION WITH ACCESS CONTROL, MEMBERSHIP & E-PURSE SYSTEMS ? IS IT BECAUSE IT IS COMPLETELY COMPATIBLE WITH THE TECHNOGYM WELLNESS KEY? IS IT THE ADDITIONAL SECURITY AND PEACE OF MIND THE SYSTEM WILL BRING? At Ojmar we can not tell you which of these reasons will make you choose this exceptional system or which reasons convinced sites all over Europe to use OTS. What we can guarantee is that OTS will exceed your expectations and be a pleasure for your customers to use. Examples of current OTS users: SANDON SCHOOL LEISURE UK, FISICO SPAIN, BAD GLEICHENBERG AUSTRIA, OLYMPIC SWIMMING POOL LATVIA, CENTER PRAZACKA PRAGUE CZECH REPUBLIC, NOVARTIS BASEL SWITZERLAND, ATLANTHAL THALASSO BIARRITZ FRANCE. For further information: Ojmar, S.A. Pol. Ind. de Lerun, s/n 20870 Elgoibar (Gipuzkoa) · Spain T.: + 34 943 748 484 · F.: +34 943 748 490 [email protected] · www.ojmar.es UK Agency - Stockfi t Ltd Cockridden farm - Brentwood Road Herongate-Brentwood ESSEX CM13 3LH Phone: 01277 812323 Fax: 01277 812333 colin@stockfi t.co.uk www.stockfi t.co.uk club overhaul
The Peak Health Club & Spa, at the Jumeirah Carlton Tower in London, recently underwent a thorough refurbishment. We take a look at the results and provide an overview of the company’s upcoming plans
Caption Pit nonse minit accum peak performance
ocated on the ninth and The latest refurbishment – of the gym The constraints imposed by the 10th fl oors of the Jumeirah and studio – took place over a period of club’s elevated location meant no major Carlton Tower in London’s four weeks in August 2008, and was the structural work, with the focus of the L Knightsbridge, The Peak last stage of a programme of renovation refurbishment on the interior design and Health Club & Spa fi rst opened in 1982 work that has seen a complete overhaul fi nish. The main aim was to signifi cantly as a small fi tness facility –10 pieces of of the club’s changing and treatment enhance the exercise environment by Universal equipment at one end of a rooms, clubroom lounge and swimming maximising the light from the huge glass food and beverage area. pool facilities. atrium, creating an increased sense of Over the next few years, guest space and sophistication. attendance increased signifi cantly and design focus A tender process was undertaken and there was interest from local residents. One of the unique selling points of the Zynk Design was selected to oversee the The addition of a 20m indoor stainless health club are the spectacular views project in terms of structure and design. steel swimming pool and a brand new spa over London from the double height “This was not the largest project in facility in 1996 created one of the most atrium windows. “The city skyline is an the world; the focus was on design and comprehensive hotel health club and spa incredible sight and one that we were detail. Zynk Design demonstrated great offerings in London, and the club is now very keen to capitalise on during the attention to detail and our objectives home to 1,200 members with more than refurbishment,” says Ian Richardson, were clearly refl ected in the design 30,000 hotel guest visits a year. club manager. proposal,” says Richardson. “Jumeirah
THE PEAK HEALTH CLUB & SPA FACILITIES
s Gym: 217sq m, equipped with Technogym resistance and CV, Life Fitness DAP and Cable Crossover, Precor AMT, Cybex Ad/Abductor s Aerobics studio: 15m x 8m s Group cycling studio s Changing: Including heat experiences s Spa: Seven treatment rooms and retail area s Indoor pool: 20m x 8m, plus a spa pool s Golf simulator: Incorporating Swing Factory Golf School s Restaurant: Clubroom Restaurant and Lounge Before The Peak had last been refurbished in 2003 and was due a refresh
66 Read Health Club Management online february 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital Room with a view One of the USPs of the Peak health club are the spectacular views over London from the double height atrium windows
Hotels & Resorts are among the most “Space planning was a vital part of the luxurious in the world. It was essential project, ensuring that we maximised that the refurbishment was in line with every inch of space. For example, the company’s branding and philosophy.” there are eight large columns standing Once the fi nal design had been in the centre of the gym, and we have approved, Zynk Design MD Stavros successfully utilised the space around Theodoulou appointed the building these curved surfaces,” says Theodoulou. contractors for the project – Vivid “All the manufacturers were hugely co- Interiors, who had previously completed operative and were actively involved in renovation work on the swimming pool, creating the fi nal layout.” changing rooms and spa treatment rooms. The previous refurbishment had taken record results place in 2003, which meant the health Given that Peak Health Club & Spa club and spa were due a refresh – the serves both a large membership carpet needed replacing, while the wall population and a signifi cant number of fi nishes had started to absorb rather hotel guests, operational continuity of than refl ect the light. In addition, the the business was of vital importance. existing resistance kit had served well “One of the benefi ts of operating but had been in use for 13 years, and it within a large hotel is that we were able was felt the club needed to improve its to negotiate the use of the hotel’s functional training capabilities. ballroom for the duration of the work,” The existing Technogym CV kit was says Richardson. “Although this was a complemented with the company’s signifi cant upheaval for staff, members Selection line of resistance equipment. and guests, the fact that a health club The Life Fitness cable crossover was also facility was still available for all but fi ve replaced with the latest model and a new days of the four-week refurbishment Oozing quality The aerobics studio and Dual Action Pulley added. programme was no small achievement the 20m indoor stainless steel pool february 2009 © cybertrek 2009 Read Health Club Management online 67 healthclubmanagement.co.uk/digital club overhaul
JUMEIRAH GLASGOW
umeirah has signed a deal with J Progress Property Developments for the fi rst international luxury business hotel in Scotland. The Jumeirah Glasgow Hotel, Jumeirah’s fi fth hotel to be signed in Europe, is scheduled to open in 2011. The 25-storey development, which will include 160 rooms and suites plus 85 Jumeirah Living serviced apartments for extended stays, will be situated in Glasgow’s international fi nancial services district. Facilities will include a Talise Wellness spa, gym, infi nity pool, rooftop cocktail lounge and several restaurants and bars. Business and conference amenities will be supplemented by a 630-seat ballroom and club lounge.
and hugely appreciated.” For the fi ve days of meetings with designers, contractors use of sleek lines and a sophisticated when there was no health club facility, and suppliers before the work began, a lighting system creates a more energising alternative arrangements were made at a realistic time scale could be set. environment at night.” nearby hotel. The new facility opened on schedule Theodoulou is thoroughly pleased As with any project, keeping to and within budget on 3 September with the result: “We wanted to ensure deadline and opening on time was 2008. “The response from members has that members and hotel guests had a vital. Challenges included creating a been universal in approval – people’s workout environment that was inspiring, new dropped ceiling structure while at jaws were dropping when they fi rst stimulating and enjoyable at the same the same time replacing the fl oor and came up the stairs and saw it all,” says time. The new walnut fl oors, gloss putting in a new lighting system – all Richardson. “The gym has a new look lacquered timbers, soft lines and subtle to a very tight time scale. However, all and feel. Light is now maximised by the lighting complement the purple and parties agreed that, by having a number new wall fi nish during the day and the turquoise brand colours eloquently. The result is a stylish, sophisticated new environment that refl ects the fi ve-star JUMEIRAH HOTELS & RESORTS – COMPANY BACKGROUND elegance of the Jumeirah brand.” In a club where 80 per cent of umeirah Hotels & Resorts, the level academic institution delivering members live within a 10-minute J Dubai-based luxury international degree programmes in hospitality walk, news of the latest refurbishment hotel management group, management; and Jumeirah Retail, with travelled fast. “Like many clubs, our best encompasses Burj Al Arab, Jumeirah its 15 stores and luxury online store. source of new business is from member Beach Hotel, Jumeirah Emirates Jumeirah Group became a member referrals and word of mouth,” says Towers, Madinat Jumeirah and of Dubai Holding in 2004, a collection Richardson. September proved to be Jumeirah Bab Al Shams Desert Resort of leading Dubai-based businesses the most successful month in the club’s & Spa – all in Dubai. Also in the group and projects, initiating a new phase of history for new memberships, including are the Jumeirah Carlton Tower growth and development for the group. a record £40,000 in joining fees. and Jumeirah Lowndes Hotel, both The Group now has extensive Meanwhile the studio, which runs 40 in London, and the Jumeirah Essex expansion plans to grow its portfolio classes a week, has seen class sizes grow House in New York. of luxury hotels and resorts, and has by 15 per cent. There has also been very The Jumeirah Group’s activities several fi ve-star properties under positive feedback from the hotel’s guests, are, however, not restricted to hotel development in the UAE, Jordan, many of whom choose to stay because of and resort management. Its portfolio Qatar, Oman, Bahrain, Kuwait, The Peak’s extensive facilities. also includes: Jumeirah Living, a Maldives, Bali, Thailand, China, “We have a unique location that luxury brand of serviced residences; Argentina, Spain, England, Scotland probably wasn’t doing itself full justice. global spa brand Talise Wellness; The (see information box above right) We are delighted with the results: it Taste Department, the company’s and the US Virgin Islands. In 2009, looks good, the members love it and it’s restaurant division; Wild Wadi the Group is eagerly anticipating the selling well – what more could you ask water park; The Emirates Academy grand opening of Jumeirah HanTang for?” says Richardson. of Hospitality Management, the Xintiandi in Shanghai, Jumeirah’s fi rst region’s only fully accredited third- hotel in the Asia Pacifi c region. kate selley, beth cooper pr [email protected]
68 Read Health Club Management online february 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital
edited by katie barnes. email: [email protected] research round-up
For the fi rst time, researchers have looked at what type of activity, and how much of it, is best for improving mental health and reducing stress mind games
orking up a sweat while carrying out the housework can not only do wonders for the state of your home,W but can also help to increase your mental wellbeing, a study in the British Journal of Sports Medicine has found.
In fact, the survey shows that as little PICTURE: WWW.ISTOCK.COM/MATICKUDER as 20 minutes of any physical activity one to three times a week – whether it’s gardening, walking the dog or going to the gym – may be enough to provide mental health benefi ts and reduce stress levels. It also suggests, however, that the more vigorous and frequent the exercise, the greater the effects are. Although physical activity has been linked to lowering the risk of depression, dementia and cognitive decline in the past, the authors of the study say that, until Walking the dog for 20 minutes one to three times a week can reduce stress levels now, the best type of activity and how much of it was needed remained unclear. measure of psychological distress and networks and developing mastery and looks at the general level of happiness, better coping abilities.” gathering the data experience of depressive and anxiety Regarding the amount of exercise Carried out by University College symptoms, and sleep disturbance needed, just 20 minutes of domestic London, the study was based on a over the previous four weeks. Trained activity one to three times a week sample of 19,842 men and women from interviewers also took medical history reduced the odds of psychological the Scottish Health Surveys of 2003, and health behaviours into consideration. distress by 24 per cent. This improved 1998 and 1995. steadily as exercise frequency increased; These surveys enquired about the results exercising every day of the week showed participation in physical activity in the In total, 3,200 participants were the highest risk reduction of 41 per cent. four weeks prior (1998 and 2003 classifi ed as having psychological From the results, the researchers samples) or during a typical week (1995 distress, with 32 per cent of these believe that physical activity is linked to sample). The frequency of participation people doing no exercise or only 20 mental health improvements, regardless (for at least 20 minutes each time) was minutes of physical activity a week of potential confounding factors such as measured according to three domains of outside of domestic activities. long-standing illness, obesity and smoking activity: leisure time sports such as Taking part in sports each week – although these factors could weaken cycling, swimming, running, aerobics, was the most effective in improving the amount of good exercise does. dancing, tennis and ball sports; walking participants’ mental health, lowering Researchers did, however, concede for any purpose; and domestic physical the risk of psychological distress by 33 that those who suffer from mental activity such as gardening, strenuous per cent. But even domestic activity and health problems such as stress and housework and DIY. The men and walking led to an improvement, with the anxiety may be less likely to take part women were also asked whether taking risk of psychological distress reduced by physical activity in the fi rst place. part in sports made them feel sweaty or 13 and 20 per cent respectively. However, is hoped that the research out of breath, to gauge the intensity. Researchers report that participation can be used to provide proof to those The mental health of participants was in sports may have extra benefi ts suffering from mental pain that small, assessed from a 12-item General Health through a “psychological component, manageable steps can be taken to make Questionnaire (GHQ). The GHQ is a such as fostering social support improvements in their lives.
70 Read Health Club Management online february 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital PRODUCT NEWS
fitness-kit .net PRODUCT lockers & changing rooms FOCUS
Wherever you are in the world, find the right products and services 24/7 by logging on to Health Club Management’s free search engine, www.fitness-kit.net If you’re a supplier, sign up for your free listing now on www.fitness-kit.net
AQUALISA UNVEILS DIGITAL RANGE
UK power shower manufacturer Aqualisa has unveiled its range of digital showers and baths. The company manufactures three main collections: Quartz Digital, HiQu Digital and ilux Digital, a design and A BAG FIT FOR A KING functionality-led product aimed at the luxury and boutique market. All Aqualisa digital products feature Kingswood Leisure supplies wet kit one-touch control with a simple, bags for changing rooms. Stored ‘start/stop’ push button and an on wall-mounted dispensers, the integrated LED display to indicate degradable and recyclable bags water temperature readiness. come in three different styles Displays fl ash while water is warming to provide convenient, hygienic up and turn to steady once the stowage of used sportswear. Said to water has reached the user’s pre-set be ideal for gyms and health clubs temperature. Also included is what’s looking to provide a high level of described as “thermostatic precision” customer service, the bags act as – Aqualisa’s digital processors that’s available is an ‘eco setting’. a ‘fi nishing touch’ to a customer’s blend hot and cold fl ows of water This reduces fl ow to around eight visit. Printed logo bags are also with extreme accuracy, resulting litres of water a minute – excellent available for companies looking to in thermostatically-controlled news for operators who want to be further promote their brand name. temperatures. One further option as green as possible.
fi tness-kit keywords: kingswood leisure fi tness-kit keyword: aqualisa
MAGMED’S INFRARED BALANCING ACT
Infrared (IR) therapy specialist MagMed has introduced a new addition to its IR therapy range – the Ergo Balance Infrared Therapy Cabin. Designed for use by anyone, from elite athletes to the over-50s, MagMed’s Infrared range now carries enhanced functionality, with a new touchscreen control panel and a built-in MP3 player. There are also automatic audio instructions for usage when customers start their session, thus removing the need for individual instruction by staff members. Optional protective coverings for seats, fl oors, heater tops and exteriors – to enhance durability in heavy use areas – are also available.
fi tness-kit keyword: magmed
For more information, or to contact any of these companies, log on to www.fitness-kit.net and type fi tness-kit.net the company name under ‘keyword search’
february 2009 © cybertrek 2009 Read Health Club Management online 71 healthclubmanagement.co.uk/digital POWERED BY fitness-kit.net
For more information, or to contact any of these companies, log on to www.fitness-kit.net and type the company name under ‘keyword search’
UNDER LOCK AND KEY STAY-LOCKED & SAFE The new Series 31 lock from Camlock Systems is designed to provide sports facilities with protection for personal OLYMPIC PROSPECTS Staylock Ltd has installed its custom- lockers, equipment storage cabinets, made lockers at the All England fi rst aid cabinets and other applications. The Portland Sailing Centre in Weymouth Lawn Tennis Club at Wimbledon Camlock Systems has designed the — the fi rst 2012 Olympic venue to and has been named as the club’s 10-disc double-entry camlock to open and the base for British sailing offi cial supplier. The unique design provide 2,000 key combinations to teams – has seen the installation of over and construction of the lockers is ensure security and reduce the chance £100,000-worth of Prospec Marathon intended to ensure the most secure of ‘key crossover’ — when one key cubicles and lockers. With the Marathon locker available in the UK. Although can operate two or more locks with suspended system, which is designed originally aimed at the schools different key combinations. A choice of for high usage, the changing cubicles market, the company is extending key movements are available: 90° turn are attached to a load-bearing head its products towards leisure centres clockwise or anti-clockwise with key beam. Being suspended, it’s also said and health clubs due to what is free in the locked position only, or 180° to be easier to clean and maintain described as their low maintenance turn clockwise or anti-clockwise with than traditional cubicle systems. With and long lifespan. The lockers are key free when locked and unlocked. The the rollout of the government’s free supplied with a choice of locking fi rst of these key movements traps the swimming initiative and the run-up to the mechanism to suit their intended use, key when the lock is unlocked, requiring London Olympics, Prospec’s Marathon while Staylock offers a full after-sales users to lock the locker or cabinet before range has also been installed in a variety scheme for the replacement of keys leaving. The keys are said to be able to of 50m swimming pool centres, such as and padlocks on top of its installation stand up to heavy usage, with both the the Cardiff International Pool (pictured), service. For aesthetic and branding lock face and the keys carrying the key Stadium Park, Sunderland and Crawley purposes the lockers can be made identifi cation number for the purposes of Sports and Leisure Centre. according to any colour scheme. easy re-ordering.
fi tness-kit keywords: prospec lockers fi tness-kit keyword: staylock fi tness-kit keyword: camlock
CORBY, WEMBLEY AND EVERYTHING IN BETWEEN
LSA Projects has commenced work on the installation of changing facilities and access control at the new Corby East Midlands International Pool. Suppliers of Geschwender lockers and cubicle systems as well as Metra electronic access control systems, the company was able to provide the Corby site with wet and dry changing rooms, fi tness suite changing facilities, toilets and turnstile access. Metra’s system is based on a Mifare contactless chip, which can be incorporated into formats such as a wristband, card or key to gain entry to both the changing rooms and the lockers themselves. Other projects include the players’ changing rooms at Wembley Stadium (pictured) and an installation at the Welsh National Pool.
fi tness-kit keywords: lsa projects
72 Read Health Club Management online february 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital february 2009 © cybertrek 2009 Read Health Club Management online 73 healthclubmanagement.co.uk/digital supplier profi le tommy matthews The managing director of Optimal Life Fitness talks to Kath Hudson about kettlebells, fi nding a niche in education and the roll-out of ‘real world’ training courses
When and by whom years of playing around, but in the last was Optimal Life nine months we’ve really found our WHO’S WHO? Fitness formed? niche and what we believe to be the way My business partner BJ Rule and I forward. The time has been very much Managing director: launched the company at LIW in ploughed into developing the courses Tommy Matthews September 2005. We had lots of and the educational side of our offering. Educational director: BJ Rule kettlebells and demonstrations and Head trainer: Andy Phillips people looked at them as if to say What courses do you “what on earth is this?” Things have offer now? changed massively since then. There are four kettlebell courses, one What’s your company’s boxing course – with an advanced mission statement? What was the background? boxing course due to be launched in To develop and provide cutting-edge We’d been working together as April – and an Olympic weightlifting education to fi tness professionals. personal trainers in a gym and we set course. All of them offer CPD points One of the key things we maintain is up a company where we’d take clients and are accredited by REPs. that all of our courses will have real outside to train using kettlebells. They world application. The trainer will absolutely loved it and the idea grew from Are you more focused on come out at the end of an Optimal Life there. We spent about a year developing education than kit now? Fitness course and feel they’ve gained the courses and designing our own brand We are increasingly focusing on something, rather than just sitting in of kettlebells – Extreme Kettlebells. education, but at the same time we’ve a classroom collecting CPD points. Both of us have sporting backgrounds. learned that trainers like to go away I’ve been involved in sport all my life, and with a tool, or a toy, to play with. So What’s your USP? personal training came on board after for example, with our one- and two- All of our courses go into the I fi nished university. I’ve always had an day instructor courses, attendees go how and whys behind the training interest in coaching and teaching, which away with kettlebells or the boxing method, giving trainers the understanding is where the educational side came in. equipment to use afterwards. they need to be able to go out and There are a lot of kettlebell suppliers instantly pass on the information to Has the company evolved out there now, but the people we their clients and members. The other since you started? work with understand the benefi ts of key thing is that all our instructors can Absolutely, it’s evolved and evolved. To our product. It may look like a lump walk the walk and talk the talk – for be perfectly honest, it’s only been the of metal, but there are a lot of things example, one of our boxing instructors last six to nine months where we’ve got about it that make it what it is, including is a former boxing world champion. a clear defi nition of what we actually do. the dimensions and handle thickness. Before that, we were toying with ideas The work we’ve done over the last about whether our offering was product- four years has made a difference to or training-based. Basically we had two what the general public and the industry think of kettlebells. We spent thousands of pounds over the fi rst two years COMPANY BY NUMBERS on marketing, promotion and PR. It certainly helped when Geri Head offi ce: London Halliwell started using them too: in Other offi ces: Holland two days we sold out of all of our Year-on-year growth: First year kettlebells in eight, 12 and 16 kilos. 10 per cent, second year 15 per cent It made people realise that anyone Number of employees: Six can use them – that kettlebells aren’t full-time staff and fi ve contractors just iron balls for big, strong men.
74 Read Health Club Management online february 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital Instructors attending Optimal Life Fitness’ boxing courses will go away with boxing equipment to experiment with afterwards
Understanding of kettlebells among the public and the industry has come a long way since Optimal was launched in 2005, says Matthews february 2009 © cybertrek 2009 Read Health Club Management online 75 healthclubmanagement.co.uk/digital supplier profi le
Who are your customers? we’ve got an ex-professional Mainly personal trainers, either teaching it. We worked with self-employed or from gyms. We work Commonwealth weightlifters with Fitness First Europe and occasionally to create the Olympic with Esporta, and we’re approaching weightlifting course. other health club chains at the moment. One of the things we’re looking at doing Why did you is designing a complete course package so create a course we can say to a gym: “This is all you need on Olympic lifting? for your further development courses.” We’re trying to show that, although it’s an Olympic sport, it can What courses will be new be benefi cial to anyone and everyone. for this year? We’re one of the fi rst to be pushing it Over the next 12 months, we’re towards the industry, especially at the launching a series of workshops in a in-depth level we’re working to. A lot four-hour format. Over the last three of people will be put off by the name, months, there’s been a downturn in the but if you go into a gym and look at number of trainers buying courses and any personal trainer, they’ll be teaching we think this is because they’re scared people to dead lift, squat, clean and of spending money, not because they’re possibly even how to snatch. Nine times losing clients and don’t have the money out of 10 it will be taught wrong, and to spend. The key thing is to make it easy possibly to the detriment of the client. for trainers. With our workshops, they The major focus is to make trainers can come in for an afternoon, get their understand how to do the moves CPD points, learn something interesting safely and get the results out of and new, and go and use it straight away clients. It’s good for numerous reasons – and it only costs around £50–£75. – posture, range of motion across We’re looking to develop 10 of these joints, strength, power and speed. courses, which will support our three major areas of education – kettlebells, Do you think boxing and boxing and Olympic weightlifting. weightlifting will appeal to women? What will the four-hour Defi nitely the boxing – every client loves workshops cover? to box. You stick a pair of gloves on them They’re in a number of different areas, and they love to hit something. It’s a such as advanced dumbbell training great stress-reliever, it’s fun, exciting and Get it right Most PTs teach the basics and dynamic warm-ups. They give little hard work. Taught properly and done of Olympic lifting, says Matthews – tools and tricks and bits of information properly, it’s a great tool. Done badly, it’s but most currently get it wrong that trainers can use to boost their dangerous and ineffective. That’s one of understanding and knowledge, as well the reasons we put this course together as giving them a few more exercises. – there’s a lot of bad stuff out there. back to basics and learn how to do things The market for Olympic lifting is properly. The industry has been fl ooded How do you put together strength and conditioning. What we’re with ideas and fads, but I think you’ll see a course? really trying to do is teach people how more people going back to the basics BJ and I use our own philosophies, to lift correctly. People are still scared of getting the body moving properly knowledge and education to create of free weights when they shouldn’t be: and forgetting about the technology. the content and then see where we picking something off the fl oor is what need to bring in outside expertise. We the body is designed to do. We’re working Where would you like put the boxing course together with on getting someone from the sports Optimal Life Fitness to be one of the top Australian coaches and world to come and teach the course. in fi ve years’ time? The aim is to be Europe’s most successful Will you be launching any CPD provider, with a full range of FAVOURITES new products this year? accredited qualifi cations and workshops, The main thing we’re working on this and to continue providing real world Book: Notes from a Small Island by year is a range of boxing equipment to courses across all areas of fi tness. Bill Bryson support the performance boxing course. Film: Last of the Mohicans What’s the best piece Music: The Killers What trends do you of advice that you’ve Place: Northumberland (where I predict for 2009? ever received? was brought up) For us, kettlebells will carry on growing, Spend 80 per cent of your time on the Food: Roast dinner but boxing will be the big one. Across the top 20 per cent of things you have to do. Season: Summer industry, I don’t think there’s really much Leisure activity: Rugby and golf more that people can invent. I believe kath hudson the best way forward is therefore to go [email protected]
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Craftsman Quality Lockers Allington Road St Neots Little Barford training Cambs PE19 6WE 5PCPPLZPVSBEWFSUDBMM Tel: 01480 405396 Fax: 01480 470196 UIFTBMFTUFBNPO Email: [email protected] Website: www.cqlockers.co.uk outstanding training +44 (0)1462 431385 lifetimehf.co.uk vending COPYRIGHT NOTICE To subscribe to Health Club Management, log on to www.leisuresubs.com, email: [email protected], tel +44 (0)1462 471913, fax +44 (0)1462 433909. R.E.D. Annual subscription rates: UK £41, Europe £52, rest of world £72.50 and students UK £20. REFURBISHED ❘ EQUIPMENT ❘ DIRECTORY Health Club Management is published 11 times a year by The Leisure Media Company Limited, Portmill House, Portmill Lane, Hitchin, Herts, SG5 1DJ, UK, and is distributed in the USA by SPP, 75 Aberdeen Road, Emigsville, PA Sell you refurbished equipment fast by advertising your 17318-0437. Periodicals postage paid refurbished kit in the new directory. Book your space @ Manchester, PA. POSTMASTER now by calling the display sales team on 01462 431385, Send US address changes to Health Club Management, c/o PO Box 437, or e-mail your request to [email protected] Emigsville, PA 17318-0437. The views expressed in print are those of the author and do not necessarily represent those of the publisher The Leisure Media Company Limited. 5 Reasons to buy from All rights reserved. No part of this publication may be reproduced, stored Amazon Leisure (UK) Ltd in a retrieval system or transmitted in any form or by means, electronic, mechanical, photocopying, recorded or otherwise without the prior permission of the copyright holder. Printed by 1) UK’s largest supplier of refurbished gym equipment Warners Midland. 2) Refurbishment levels to suit all budgets 3) Extensive warranties & service contracts available © Cybertrek Ltd 2009 ISSN 1361/351 4) UK’s leading installers of commercial gym equipment 5) Over 18 years of trading Call us now Tel: 01953 498098 Web: www.amazon-leisure.co.uk Book your advert Email: [email protected] on our website and be seen by over 15,000 buyers every month from as little as £250.
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RUMPOLOGY, THE ART OF READING BOTTOMS
The bottom is the most hated part of the body for females across the UK, according to a YouGov survey in which 57 per cent of women said they would prefer a smaller derrière. But would they still feel the same if they knew that a round behind denotes traits of truthfulness and faithfulness? Rumpology is the art of reading the buttocks – a similar practice to palm reading – and involves studying the crevices, dimples, moles, lines and folds on the bottom to reveal a person’s characteristics, fate or future. The left and right butt cheeks show details about a person’s past and future, respectively. An apple-shaped, muscular rear-end indicates someone who is charismatic, dynamic, confi dent and often creative, while a pear-shaped bottom suggests someone is patient and down-to-earth. Some even believe rump reading was practised in ancient Babylon, India, Greece and Rome. MAIN PICTURE: WWW.ISTOCK.COM/LEV DOLGATSHJOV. PICTURE (RIGHT): MARK KOSHTICH BOXING THEMED A sports-themed men’s salon franchise, Knockouts Haircuts for SALON IS A BIG HIT Men, is to undergo a large brand expansion across the US. WITH MEN Each Knockouts salon features a staff of ‘Knockouts Girls’ in boxing uniforms and offers haircuts and colouring, as well as manicures, pedicures, hair waxing and massages. Not only do stylists cut hair inside boxing rings, but all cable and sports channels are available on fl atscreen TVs with individual remotes and free beverages. SNAKE VENOM IS LATEST There are 14 sites already open and 300 franchises have been sold in WRINKLE ANTIDOTE the US. The aim is to launch 1,000. Women with wrinkles are the latest victims to fall prey to snake venom, as the poisonous spa builds enema monument substance provides the inspiration for a new anti-ageing face cream sold in Selfridges department store in London. Many spas are decorated with works utensil aloft. It was designed by a local The cream, which contains a synthetic of art, from Buddha statues and water artist, cost around a million roubles version of the poison from a Temple Viper fountains to paintings and photographs (£20,700), and was inspired by the 15th (a common Thai snake), is said to ‘stun’ skin which capture peaceful images. century Renaissance artist Botticelli and much the same as a snake bite would. It’s A Russian health spa, however, has his classic Venus and Mars painting. claimed to keep the skin smooth and give turned to its treatment menu – and a The head of the sanatorium, “Botox-like results” without needles. less conventional muse – and created an which specialises in treating digestive The daily moisturiser costs £60 for a 30ml enema-dedicated monument as the focal illnesses, told news agent Reuters: “We jar and has been manufactured by beauty point of its facility. administer enemas nearly every day, company Planet Skincare. The pot should last The 1.5m-high bronze statue shows so I thought why not use our sense of users for about a month. three cherubs proudly holding an enema humour and give it a monument.”
83 Read Health Club Management online february 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital Makes perfect business sense.
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