health clubEUROPE management JANUARY 2009 £4.00
HEAVYWEIGHTS EXTENDING WEIGHT TRAINING OPTIONS IN HEALTH CLUBS
INTERVIEW DAVID MOBBS & KP DOYLE On the launch of Nuffi eld Health’s new joined-up approach to healthcare NFNCFSSFUFOUJPO What are the characteristics of a successful induction programme?
EVERYONE’S TALKING ABOUT... TAX CUTS FOR HEALTHY LIVING
SHOULD WE USE THESE TO INCENTIVISE THE UK POPULATION?
The offi cial a leisure media publication company of the FIA publication
Read Health Club Management online www.healthclubmanagement.co.uk/digital 3OURCE %UROMONITOR FROM TRADE SOURCESNATIONAL STATISTICS DATE EXPORTED '-4"34 (OMESCAN TH 3EPT 0RIZE DRAWS COMMENCE AND END An extra ‘late entry’ draw closes 14.12.2009. Entries received before 05.01.2009 will be entered into the first draw. To enter and for full terms and conditions go to WWWGATORADECOUK Promotion open to UK residents excluding NI aged 18 and over excluding employees & their families of PepsiCo International Ltd., Britvic Soft Drinks Ltd., their affiliated companies or anyone professionally connected with this promotion. Promoter: Britvic Soft Drinks Ltd., Chelmsford CM1 1TU. Distributed by Britvic Soft Drinks Ltd, Chelmsford CM1 UK. The GATORADE name and associated designs are registered trademarks of Stokely-Van Camp, Inc., and are used with permission. editor’s letter
Subscriptions Julie Albone +44 (0)1462 471915 tax breaks Circulation Manager Michael Emmerson Our industry has been lobbying for tax breaks for years, to +44 (0)1462 471932 reward regular exercisers, encourage participation and persuade Editor Liz Terry companies to subsidise staff exercise programmes. As we grapple AGENCY: DREAMSTIME.COM AGENCY:
❘ +44 (0)1462 431385 with the current VAT reduction, it seems the ideal time to debate Managing Editor the issue and our feature on taxation can be found on page 32. Kate Cracknell It’s not yet clear which type of tax cut would be most effective +44 (0)1462 471906 in increasing participation – income tax, corporation tax, local Assistant Editor Jo Talbot taxes or VAT. Each of these would have a different impact, so we need to know more about how +44 (0)1462 471922 the changes would be received by the industry and the public. Assistant Editor We can get some insights into the effects of pricing by looking at the latest HAFOS research Katie Barnes from Leisure-net Solutions, which is reviewed on page 62. This work looks at consumers’ attitudes, +44 (0)1462 471925 examines what motivates them to exercise and explores perceived barriers to participation. News Desk This year’s survey found 51 per cent of people believe they would be encouraged to used a health PHOTOGRAPHER: JAN MARTIN WILL JAN MARTIN PHOTOGRAPHER: Tom Walker © +44 (0)1462 471934 club or similar facility if fees were reduced, indicating that any form of price reduction in the form Sarah Todd of discounting or tax cuts could have a +44 (0)1462 471927 The VAT reduction could signifi cant impact on take-up. Caroline Wilkinson However, set against this, only 16 per
FRONT COVER FRONT +44 (0)1462 471911 be viewed as a live trial cent said that direct costs are a barrier Pete Hayman +44 (0)1462 471938 – an opportunity for us to to participation, indicating that although Products Editor reduced prices would be a great incentive, Martin Nash show we mean business price doesn’t actually prevent the majority of +44 (0)1462 471933 when we ask for support people from getting involved. Mark Edmonds When the HAFOS research is analysed +44 (0)1462 471933 and to prove that we by age, the main group that reports cost as Designers Claire Toplis will pass on reductions a major barrier are the 16- to 24-year-olds. +44 (0)1462 471910 Older people report health-related issues Andy Bundy to the customer and lack of confi dence as being the things +44 (0)1462 471924 that hold them back, rather than cost. Ed Gallagher Previous attempts to persuade governments to offer any kind of tax break to the leisure sector +44 (0)1905 20198 Website Team have foundered because ministers don’t believe operators would pass savings on to customers – Michael Paramore the perception is that the reduction would go straight on the bottom line as extra profi t and the +44 (0)1462 471926 government doesn’t view this as acceptable. Dean Fox Two current policies are offering us the opportunity to test the impact of pricing on demand in our +44 (0)1462 471900 sector – the VAT reduction and the government’s free swimming programme. Tim Nash +44 (0)1462 471917 The VAT reduction could be viewed as a live trial – an opportunity for us to show we mean Katie Eldridge business when we ask for support and to prove that we will pass on reductions to the customer. +44 (0)1462 471913 Unfortunately, at the moment, it appears that many operators are keeping the savings for themselves Publisher and this won’t help our case when we come to have tax-related discussions with the government. Jan Williams We could view the current reductions as one perfect opportunity to both pass on the cut and, +44 (0)1462 471909 most importantly, monitor the responses we get. Sales John Challinor Although the VAT reduction is relatively modest, and the swimming subsidy fairly limited in scope, +44 (0)1582 607970 if we can gather a large enough sample it should be possible to establish whether price reductions Tessa Alexander are having any impact on participation levels. This evidence will be useful in our negotiations with +44 (0)1462 471903 relevant government departments. Nadeem Shaikh +44 (0)1462 471902 Liz Terry, editor Julie Badrick +44 (0)1462 471919 email: [email protected] Nuzhat Hayat 01604 415414 Attractions spa opportunities leisureopportunities health club management Brand extension for Knockouts Marketing Manager management Bristol Zoo reveals £70m wildlife reserve plans HARD ROCK PARK HEAVYWEIGHTS 4"7*/(5)& Steven Goodwin on the attraction’s rocky fi rst season
ROGER RIPLEY ENTERTAINMENT Jennifer Todd DE HAAN brings Believe It Or Not! to London Global expansion for KEITH JAMES Dr Russo MediSpa SEASIDE on taking sole ownership of JRA REGENERATION JIM MEIKLE +61 3 9694 5213 8)"540/ The theme park veteran 5)&$"3%4 on running Parks America’s '03-&*463& animal attractions DAVID MOBBS Financial Controller & KP DOYLE ‘No frills’ gym chain opens first site in Hounslow NFNCFSSFUFOUJPO What are the characteristics of a Sue Davis successful induction programme? TAX CUTS FOR HEALTHY LIVING ice climbing +44 (0)1395 519398 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
january 2009 © cybertrek 2009 Read Health Club Management online 3 healthclubmanagement.co.uk/digital welcome to HEALTH CLUB MANAGEMENT
Luton’s plans for a new aquatic centre p8 Joined-up healthcare from Nuffi eld Health p34
contents
06 letters Don’t cut staff training in a recession, says Lifetime’s Mike Beeney.
08 news round-up Will JJB sell its fi tness clubs? Plus good news on VAT for trusts, and a new gym concept from Life Fitness.
14 international news Virgin Active South Africa opens its fl agship facility in Cape Town, and Fitness First launches its Berlin club. Customer service skills are vital p6 18 fi a update A summary of the recent FIA 26 competitive edge 38 living in harmony Industry Summit, plus details of the Parachute, trek or horse ride – We talk to Theo Hendricks about new FIA FLAME Conference. UK and international charity events Live and Leisure – a health and to motivate staff and members. fi tness facility, built in a residential 22 reps update complex, that he’s developed to his The Register’s bid to improve 27 diary dates own community-focused brief. CPD options in Scotland. Plan ahead with this overview of all the key events for the health and 42 inductions for retention 24 people news fi tness industry throughout 2009. Dr Paul Bedford outlines the Independent operator Paul fi ndings of his PhD, which looked Marshallsea talks about his 32 everyone’s talking about... into the benefi ts of incorporating community youth project. tax cuts behaviour change elements into a The Lib Dems are recommending gym induction process. tax breaks for those who take steps to remain healthy and active. 45 plan of action We talk to our experts to fi nd out Research proves what we might whether this is workable for the UK. logically guess: stick to a structured exercise plan for the best results. 34 interview david mobbs and kp doyle 46 making room for The group chief executive of Nuffi eld weight training Health and the chief executive of A growing number of clubs are Nuffi eld Health Wellbeing talk incorporating more weight training about the launch of a new, joined-up options into their facilities. We look Five-a-Day vs ‘5 x 30’ p62 approach to healthcare. at how this can be done.
4 Read Health Club Management online january 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital JANUARY EUROPE
Jump from a plane for charity p26
The offi cial publication of the Fitness Industry Association +44 (0)20 7420 8560
reader services
Creating successful inductions p42 Stick to your plan for best results p45
50 thumbing a lift 66 food for thought digital magazine Our wellness centres series We ‘ask an expert’ to fi nd out See Health Club Management online continues with a look at St Peter’s whether the brief for nutritional healthclubmanagement.co.uk/digital Centre in Burnley, Lancashire. products is changing as the public becomes more health-conscious. news & jobs 54 ihrsa europe review For jobs and news visit the Health back to basics 68 fi tness-kit special Club Management website at Leadership, member service, staff fi tness testing www.healthclubmanagement.co.uk retention and a new European Including the FT80 from Polar and attention buyers! market report. We review the 2008 Suunto’s Fitness Solution. Use our search engine to fi nd IHRSA European Congress. 72 a greener clean suppliers and get innovation updates www.fi tness-kit.net 58 sibec uk & europe review A look at what we can do to make the trade talks cleaning processes more sustainable. subscribe Are those of us in the industry Sign up for Health Club Management walking the walk when it comes to 74 supplier profi le at www.leisuresubs.com, or call: fi tness? We round up the topics of chris johnson, pulse +44 (0)1462 471915 discussion at SIBEC 2008. From a start-up in 1980 to a health club management company operating in 33 countries buyers’ guide DIRECTORY architects/designers clothing & merchandise and offering a full leisure solution, 62 consumer perspective For suppliers of AV/sound Key fi ndings and implications of the we hear the story of Pulse. products and services latest HAFOS survey. in the health club
clothing & merchandise 83 lightweights and spa markets, 5PCPPLZPVSBEWFSUDBMM UIFTBMFTUFBNPO +44 (0)1462 431385 64 workforce dynamics Yoga that keeps you hanging around, turn to p78 To book your advert call To book your advert call the sales team on The results of Working in Fitness ’08. and hairdryers mean happy members. +44 (0)1462 431385 january 2009 © cybertrek 2009 Read Health Club Management online 5 healthclubmanagement.co.uk/digital JANUARY 09 LETTERS write to reply JANUARY 2009
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]
investment in training will reap rewards
In the current economic climate, many employers are coming under pressure
to keep a tight rein on their budget. PICTURE: WWW.ISTOCK.COM/ARNE TRAUTMANN Slashing investment in staff training can seem like an obvious and quick way of trimming costs, but I would advise employers to think again, and to actually take advantage of some of the free training opportunities on offer. Now is precisely the time that we should be investing in the skills and talents of our staff. When markets are shrinking and membership numbers falling, it is the commitment, productivity and ability of our employees to add value that will keep leisure Research shows that 79 per cent of frontline staff lack customer service skills facilities competitive. Peter Mandelson, Secretary of State sector’s ‘worrying’ skills gap fi ndings. It reports that 69 per cent of for Business, Enterprise and Regulatory As an industry responsible for delivering managers lack relevant skills, and that a Reform, says: “Evidence shows that the government’s target to see half the massive 79 per cent of frontline staff lack those [companies] that invest in nation active by 2020, it’s alarming that customer service skills. training are less likely to fail. And fi rst- a large number of health club operators If we are to succeed in encouraging class workplace skills will be key to are failing to invest in their staff. individuals to get active and continue prospering when the economy turns A recent report from Leisure-net to lead a healthy lifestyle, employers up. I know people face tough decisions, Solutions highlights a huge skills gap in must train their workforce. This is true but I would urge businesses to invest in managerial positions, as well as the fact for all positions: whether an instructor, skills and training to ensure that they that a worrying number of operators are receptionist or GM, each employee should are well placed to take advantage of the not providing their duty managers with hold the qualifi cations and skills necessary opportunities when global economic suffi cient training to effectively manage to motivate and support people as they conditions improve.” incidents. Research from the Sector Skills train towards a more active lifestyle. mike beeney Agreement, conducted by the SkillsActive fl orence orban business development director, lifetime Group, reinforces these disappointing interim ceo, national skills academy
the letter Taking early legal advice can often prevent e printed a story last month a problem becoming a dispute. The team at W about Robert Cappuccio and of the law Croner Consulting answers readers’ questions the background that contributed to making him a successful personal I know we have to include our full name and geographical address on our trainer, manager and public speaker. Q business website, but do we have to include our telephone number? We do want to clarify that, while he came from a dysfunctional and The E-Commerce Regulations require business websites to include details disruptive home and childhood, he A that enable customers to contact the business rapidly and to communicate did not spend any time in prison. in a direct and effective manner. The European Court of Justice has recently His change in lifestyle came in 1993, considered an appeal of a German case as to whether anything more than an at the hands of a gym owner who email and postal address are needed. They have decided that the business does saw more in Cappuccio than his have to provide a quick and effective means of communication as well as an life had demonstrated to that point email address. Generally this will mean a telephone number, but it could mean and eventually led Cappuccio to see an electronic enquiry form emailed to the business that has to be more and therefore expect more answered rapidly by email. from himself.
6 Read Health Club Management online january 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital
update
in brief... £20m plans for inverclyde Inverclyde Council in Scotland has drawn as well as a fi ve-a-side, third generation jjb to sell? up its fi nal proposals for a £20m overhaul football pitch. The plans also include a JJB Sports is said to be considering of local leisure facilities as part of the replacement library. selling its fi tness clubs after its share planned regeneration of the area. It will There are two options being explored price fell and it announced a 5 per consider funding proposals as part of the for the Gourock Pool site which cent drop in revenue. budget-setting process next month. could result in either £1.8m-worth of The company has appointed The council’s regeneration committee repairs to the existing structure or its Lazard to act as joint fi nancial looked at possible options for the demolition, making way for developers advisors with Panmure Gordon to Parklea Playing Fields, Rankin Park, to submit proposals for a retail and reportedly search for buyers for Ravenscraig Stadium, Gourock Park and restaurant development. parts of its business. the Gourock Outdoor Pool. Finally, the proposals for Gourock A spokesperson for JJB says: Options for the stadium site include Park involve a £400,000 upgrade of the “Discussions continue in relation to selling the King George V playing fi elds pavilion to make it suitable for disabled JJB’s Fitness Clubs and JJB’s other and Kelburn Park, parts of Parklea that people and revamping the open air non-core assets and businesses. the council owns, to a private developer auditorium. Part of the funds may pay to There can be no certainty that any to build a new leisure centre. upgrade the Parklea Playing Fields. transaction will occur or as to the A new £11m sports campus on the site Regeneration convener councillor terms of any such transaction.” of Rankin Park is also being considered Jim Clocherty says: “It should be to replace the existing Greenock Sports remembered that these are long-term hamilton complex opens Centre and could feature an eight-court plans for which external funding sources The £9m Fairhill Civic Centre sports hall, a dance studio and a gym will need to be identifi ed.” and Library in Hamilton, South Lanarkshire, Scotland, has opened. The complex, which includes a gym, a dance studio, a café and community facilities, will be operated by South Lanarkshire Leisure. The Lifestyles gym contains cardio and strength equipment, and is suitable for use by anyone with a physical disability. Equipment comes from Cybex, Hur and Power Plate, with one Motor Med passive cycle. A new £11m sports campus is being considered for the Rankin Park site streatham goes ahead Construction on a multi- million pound mixed-use leisure esporta sale put on hold for now redevelopment in Streatham, south London, is set to start this month. The proposed sale of fi tness club The Streatham Hub will include operator Esporta has been put on hold a new leisure centre with a after administrators failed to reach an swimming pool, fi tness suite and agreement with prospective buyers. sports hall, which will replace According to the Financial Times, it existing facilities that are falling into had been anticipated that the business disrepair. Other elements include would be sold off in two parts, with an ice rink, a Tesco retail store, David Lloyd Leisure (DLL) reportedly a public square, 250 homes and interested in Esporta’s racquet clubs. improvements to transport. However, the sale was called off The project, led by Tesco, was as a willing buyer could not be found originally approved in 2002 subject for the fi tness club unit. This in spite to conditions and revisions, and of the fact that both LA Fitness and was given the fi nal green light by Bannatyne Fitness are believed to have the London Borough of Lambeth been in the hunt. council in December. A source told the newspaper: “The The project is estimated to cost view was that the administrators did not between £65m and £100m and is want to be left with a weak asset in a scheduled to open in summer 2011. falling market. They would prefer to sell the fi tness side fi rst before selling the Esporta: to be sold off in two parts? racquet unit.”
8 Read Health Club Management online january 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital news and jobs updated daily on www.healthclubmanagement.co.uk news edited by jo talbot. email: [email protected]
in brief...
garrison gym to open A £21m leisure development at Catterick Garrison in North Yorkshire is set to open this year. Work began on the project in November and the centre, which will be open to the community, is due to open in the spring. The building will offer a variety AGENCY: DREAMSTIME.COM AGENCY: ❘ of training and sporting facilities, including a three-pool swimming complex, a military rehabilitation centre, a six-court sports hall and a fi tness suite with an aerobics studio. Catterick Garrison is working with North Yorkshire County Council and Richmondshire District Council to complete the project PHOTOGRAPHER: YANIK CHAUVIN CHAUVIN YANIK PHOTOGRAPHER:
© – the latter having contributed Discussions revolved around membership packages including sauna and steam £450,000 to ensure public access. trusts are now exempt from vat deeside investment? Deeside Leisure Centre in Flintshire, Unlimited use membership packages millions of pounds. The decision will allow North Wales, could reportedly be at leisure centres run by leisure trusts cultural and leisure trusts to continue to set for a £3.5m investment. are now exempt from VAT thanks to play a vital part in improving the health According to local paper the a decision made by HM Revenue and and wellbeing of the nation by providing Evening Leader, talks have been held Customs (HMRC). cost-effective, high quality leisure services with Manchester-based consultants The decision came after 13 months for their local communities.” Pan Leisure. Once the basics of the of negotiations between sporta, an Mark Eastwood, senior manager for investment have been presented to association representing UK leisure trusts, VAT at PricewaterhouseCoopers, which the county council, a more detailed and the HMRC, which has also enabled has been advising sporta members report is to be put to the council’s trusts to reclaim VAT paid for the use of throughout the VAT negotiations, as executive group. leisure facilities over the past three years. reported in HCM August 2008, adds: In 2006, the council considered Craig McAteer, chair of sporta, says: “We are delighted that the HMRC policy demolishing the centre and selling “We’re delighted with this result, which was revised in line with PwC’s technical the land to help fund improvements gives clarity to a long-standing and analysis. This means that unlimited use to the county’s eight other centres. confusing situation. It’s a relief for sporta membership packages, that are made members, who collectively were facing up of predominantly exempt sporting yate re-opens potential retrospective tax bills of several services, are exempt from VAT.” The health club at the Yate Leisure Centre in south Gloucestershire has re-opened after a £1.8m refurb. new newmarket pool to open this month The purpose-designed club now includes 90 pieces of Technogym A multi-million pound leisure centre on referral assessment room, an equipment overlooking the pool. and swimming pool is to open this activity studio with treatment rooms A new café, customer services month in Suffolk. and new changing facilities with sauna/ area, reception and children’s The new centre, to be managed by steamroom and experience showers. softplay zone have also been built. Anglia Community Leisure on behalf A new six-lane, 25m pool and a New dry and wetside changing of the district council, is an extension separate learner pool replace the rooms and a group cycling studio to the existing Newmarket Leisure town’s 72-year-old swimming pool, are still to be added. Centre at Newmarket College. The which closed in December. The new design of the centre was existing sports hall, four squash Leader of Forest Heath District carried out by Createability. courts, gymnasium will remain. The Council, Geoffrey Jaggard, says: “The The centre is operated by South fi tness studio is to be relocated and old pool served the town well but was Gloucestershire Leisure Trust, and will be enlarged to cater for 60 users. showing its age. The new Newmarket is one of fi ve facilities it manages for There will also be a relocated exercise Leisure Centre is a magnifi cent facility.” South Gloucestershire Council.
january 2009 © cybertrek 2009 Read Health Club Management online 9 healthclubmanagement.co.uk/digital update
training news outreach service launched dg one approved to train DG One in Dumfries has been Sandwell Leisure Trust has launched a made an Approved Training Centre new outreach service to deliver activity (ATC) by the IQL – the body which sessions at community-based facilities. manages the National Pool Lifeguard REDi Fitness offers activities such Programme – for all its courses. as mobile dance mats, Street-Cheer, As an approved centre, DG Fit4Kidz and sports coaching. More than One plans to schedule regular Craiglockhart: £2.5m redevelopment 250 sessions have already been delivered lifeguard training courses. It will run to more than 7,000 people. training sessions for new candidates craiglockhart Lisa Richards, activity development as well as those wishing to renew offi cer, says: “We’ve had a wide range of their qualifi cations. plans released groups including the over-60s, churches, The fi rst National Pool Lifeguard community centres and schools.” Qualifi cation (NPLQ) course was Operator Edinburgh Leisure has Mark Wildman, marketing manager, held at the centre in July last year. released detailed designs of the £2.5m adds: “People want more opportunities redevelopment of its Craiglockhart to participate in physical activities at new web-based course Tennis & Sports Centre in Scotland. more local facilities around them.” PTontheNet.com has launched a The upgrade is part of the City’s Sport new training certifi cate in Health and Physical Recreation Strategy, which and Fitness Management. is intended to make Edinburgh the most The 13-week programme aims physically active city in Europe by 2020. to help fi tness industry managers The centre will be extended by one to develop their staff and improve storey and will feature squash courts, member retention rates. a new reception area, a fi tness studio The training will be delivered and a gym fi tted with 42 stations of CV entirely online – presented by and 27 pieces of resistance equipment, Robert Cappuccio, Bob Esquerre supplied by Life Fitness. There will also and Nic Jarvis – and will include be a new studio and improved changing topics such as goal setting, business amenities. These will be in addition development, customer relationship to existing indoor and outdoor tennis management, team building, courts, an RPM group cycling studio, leadership, infl uencing skills and two sports halls, a kayaking pond and change management. meeting rooms. The work is expected to be completed in July this year. Sandwell: activities in the community 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 New Year is here, and no doubt the gym fl oor is busy with people counting those calories as they embark on their annual January diet! But for how long? At the Lucozade Sports Science Academy (LSSA) I spend a large portion of my time working with professional athletes and coaches talking about how nutrition can underpin performance. Unfortunately, this work is not always applicable to general exercisers, quite simply because the concept of ‘performance’ is not appropriate. However, what is becoming increasingly clear, from Luton’s new swimming centre will be “most welcome” says the ASA research into the general exerciser, is that identifying sports nutrition, £24.9m aquatic centre planned specifi cally in relation to fuel and hydration can be crucial to Plans for a £24.9m aquatic centre in Developing the health of our residents, enjoyment, well-being and total Luton have been approved by the young and old, is something the council work done in the gym. borough council and a site named. has made a strong commitment to.” Following extensive research into nine A detailed business case will now be So, at a time when the locations around the borough, the Luton developed and the council hopes the achievement of a goal is even Regional Sports Centre on St Thomas’ pool will open by 2012. more important to clients and Road was identifi ed by the council as the David Sparkes, the Amateur Swimming retention rates within a club are preferred location for development. Association’s chief executive, says: “The vital for business, attention to Along with an Olympic-sized (50m) facilities proposed will meet the swimming appropriate nutrition strategies swimming pool, the site will offer a diving requirements of the whole community, and education is crucial to the centre, sports hall, fi tness suite, aerobics leading to greater swimming participation total service provision. No longer centre, café, crèche and meeting rooms. in Luton and all the associated health is sports nutrition just about Hazel Simmons, leader of Luton benefi ts this will provide,” he says. Borough Council, says: “Luton deserves a “Compared to many other countries, the athlete! fantastic swimming pool and the facilities England has a limited number of 50m Nick Morgan associated with a fi rst-class aquatic centre. pools, so the new pool is most welcome.” Head of Sport Science for Lucozade Sport slm preferred lake district Nick drives the Lucozade Sport programme of applied research, for east herts leisure plans sport science service provision and education within sport and Sports and Leisure Management (SLM) Holiday park operator Pure Leisure exercise. He is a BASES accredited has been named the preferred partner Group (PLG) expects to be given physiologist with vast experience by East Herts District Council to planning permission for a £3.5m working with elites in both a manage its fi ve leisure facilities. leisure complex to be built at its Fell physiology and nutrition capacity. If approved, SLM will operate the End Caravan Park near Milnthorpe, Fanshawe Pool & Gym in Ware, Grange in the Lake District, this month. The LSSA draws on over 30 years Paddocks Pool & Gym in Bishop’s The plans, submitted to South of experience in sports nutrition Stortford, Hartham Leisure Centre in Lakeland District Council, include research. www.thelssa.com Hertford, Leventhorpe Pool & Gym in an indoor pool and fi tness suite. Sawbridgeworth, and Ward Freeman Pool If approved, the new facility in Buntingford – for 10 years, under its would be available to the local Everyone Active brand. All centres are community and would open in June. currently operated by Stevenage Leisure. january 2009 © cybertrek 2009 update supplier news
new life fi tness gym concept balancemaster
Life Fitness has introduced a new gets ifi level 2 concept for presenting fi tness that taps The BalanceMaster mark II lower limb into exercisers’ psychology. exerciser has been awarded level two Known as Life Fitness Journey, the accreditation by the Inclusive Fitness concept uses non-traditional equipment Initiative (IFI) following upgrades to the layouts and stimulating visuals. It aims user control console, which included to create an environment that enables embossed control buttons to assist exercise variety, promotes progression partially-sighted users, plus additions and encourages social interaction. such as high visibility step markers. More than 20 exercise areas, known The accreditation is part of the IFI’s as Journey Spaces, combine layout Creating stimulating environments Equipment Research and Development confi gurations and equipment to meet Programme. The scheme aims to ensure the varying needs of exercisers. The concept for presenting fi tness taps into that disabled customers’ needs are fully Circuit Space, for example, targets that motivation and provides a variety met by the equipment in question. people who are new or returning to of self-guided exercise options, keeping “IFI-accredited equipment is designed exercise. The Running Space, meanwhile, members engaged in their workouts.” for all users and does not specifi cally positions treadmills in a half- or full- The concept also aims to help target disabled people. This ethos fi ts circle to encourage social interaction. personal trainers with a new platform perfectly with the BalanceMaster machine, “We’ve seen that there are common for developing programmes. Life Fitness which has always been suitable for a wide motivational drivers among members is currently introducing the concept range of users, from athletes to clients around the world,” says John Stransky, throughout Europe, providing design and with disabilities,” says BalanceMaster’s president of Life Fitness. “This new layout advice and in-facility support. marketing director Peter Hope.
fi tness fi rst launches new home exercise equipment range through tesco
Fitness First has launched a range of The products are sourced by Tesco, equipment for people who prefer to with the Fitness First name being used exercise at home. under licence. Equipment includes large David Langridge, Fitness First’s UK cardiovascular pieces such as cross marketing manager, says: “Each product trainers, exercise bikes and rowing comes with a free guest pass to machines, as well as product sets for encourage consumers of the products activities such as pilates, running, yoga to take the next step and visit a Fitness and strength training. First gym. We’ll then aim to convert The products will be sold exclusively them to full membership. This is an through Tesco stores and Tesco Direct effective method to reach more people Fitness First is broadening its reach and prices range from £12.99 to £300. and raise our brand profi le.” by licensing its name to Tesco new range of children’s equipment from on site On Site Fitness has launched a new range keeping the muscles and joints fl exible. helping them to develop an interest that of strength equipment for children. Each machine is designed to be easy to continues into adulthood. GymBoy is a specially designed version use and needs no adjustments, allowing “As an industry, we have to share for young people of the company’s for a safe, fast and effective workout. the responsibility for helping to engage Switching system of strength equipment. The company says the equipment children. It’s not about fi nger-wagging. Comprising 10 machines, the GymBoy provides fast, visible results, helping to It’s about developing fun, entertaining range provides a full body workout motivate children to train regularly. Each ways to exercise. We need to let with each exercise performed in the machine can be used individually, or they children experience and understand standing position, enabling a more can be combined as a circuit. the benefi ts that exercise can bring and natural position and movement. This, Managing director of On Site Fitness, show them the difference it can make. it is claimed, helps to strengthen the Graham Taylor, says: “Clubs can benefi t “We don’t want our children to be stabilising core muscles – particularly from GymBoy by being able to attract body-obsessed and deprived of things important for young people to help the whole family – parents and children that they enjoy, such as computer ensure a correct posture. can train in the same gym. This early games, but neither do we want them The system aims to improve muscle introduction to exercise engages to suffer the diseases that are linked to strength and cardiovascular capacity, children with the benefi ts it can bring, being overweight.”
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january 2009 © cybertrek 2009 Read Health Club Management online 13 healthclubmanagement.co.uk/digital international
in brief... pure continues polish roll-out Escape Fitness is working with Pure City shopping mall in Warsaw. It aims to holmes place vs obesity Health & Fitness as the company rolls open three to fi ve sites in 2009, and up The Holmes Place-Europolis group out its new concept in Poland. to eight clubs in 2010 across central and in Spain has launched a new anti- Founded by James Balfour, son of Fitness eastern Europe. Its latest club opened in obesity programme to promote First’s Mike, and Tony Cowen, former Krakow on 2 January, and a third club is healthy lifestyle habits among operations director at Fitness First, Pure set to open in Warsaw next month. overweight people. launched its fi rst club in July, in the Blue Facilities at the 2,000sq m Krakow The programme offers an club include a 20m pool with, at the impressive free package to non- poolside, a large sauna and steam room members, provided they are of legal and a large relaxation area with 30 age and with a Body Mass Index loungers and mood-enhancing lighting. (BMI) equal to, or above, 30. A There is also a full service gym with total of 600 people – 50 in each of circuit training area, two group exercise Holmes Place’s 12 clubs in Spain – studios – one for fi tness and one for will receive free membership, an mind-body classes – plus a café and initial personal training session and lounge area, as well as a beauty offering. three months’ free gym access. Escape is supplying the clubs with After those three months, the Reebok Professional kit and is working 12 people (one per club) who have Balfour and Cowen with Escape’s Steve with Pure to design its future facilities as achieved the best results in reducing Sykes (left) and Matthew Januszek (right) the chain continues its expansion. their BMI will be able to stay on at no cost for the whole of 2009. The programme started on 15 dir dances its way to 14th club December 2008 and will run until 15 March 2009, with those taking Up & Down, a dance club in Barcelona part all committing to the non- for more than 26 years, is set to become negotiable condition of attending the 14th health club in the DiR chain. the gym three times a week. DiR will invest `3m in the renovation of the 1,300sq m site. The new gym will holland’s optimal offering be geared towards those working in the Fitness First has opened two new business district of the city, where the clubs in the Netherlands – Almere, gym is situated. “It will be much more which opened in October, and of an exclusive club than the other DiR Breda, which opened late December. clubs,” says CEO Ramon Canela. It will Facilities at the clubs include be geared towards personal training, fi tness suites equipped with Life with a monthly fee of `120–`150. Fitness, Technogym and Star Trac’s Work began in early December, with HumanSport cable equipment. the opening scheduled for April 2009. There are also RPM and group One fl oor of the club will be dedicated to exercise studios and very large fi tness, with a separate fl oor for massage, personal training areas, including spa pool, Turkish bath and changing rooms. Up & Down: Previously a dance club Extreme Kettlebells. Optimal Life Fitness will be running Extreme Kettlebells instructor courses in bold expansion plans for portugal’s vivafi t both clubs early this year. Vivafi t, the Portuguese chain of franchising, following up leads in 200th club for mrs.sporty women’s express workout centres, Europe, South America and Asia. Having recently passed the 200- opened six new clubs in the last two “Vivafi t is growing at full speed in club mark, German operator months of 2008 to consolidate its Portugal, with an average of two new Mrs.Sporty has been named the position as private fi tness sector leader. openings each month,” says CEO Pedro country’s fastest-growing franchise Vivafi t, which launched in 2003, was Ruiz. “Our expansion programme is for by StartingUP business magazine. the fi rst brand in Portugal to launch the 45 new centres by 2010, reaching a total Targeting women with a 30-minute, women-only concept. The of 130 locations in Portugal, 30 in Spain, 30-minute workout and nutrition new clubs – in the Lisbon area, north and at least one master franchise.” programme, Mrs.Sporty was and south Portugal – take the chain’s Ruiz, along with wife and business launched in 2005 and now has total to 91, including one in Spain. partner Constance, received the 50,000 members. Growth continues The company is also developing European Club Leadership Award at in spite of the economic downturn. plans for expansion through master the 2008 IHRSA European Congress.
14 Read Health Club Management online january 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital news and jobs updated daily on www.healthclubmanagement.co.uk news edited by kate cracknell email: [email protected]
gain pounds whilst they lose The new Platinum club is the fi rst in Germany to open as Fitness First them a fi rst for fi tness fi rst in berlin The Concept2 Model E On 23 October, Fitness First opened its This is the chain’s fi rst Black Label elevates everything - workouts, fi rst own-branded club in Germany. offering in Germany, with two more fitness levels, even where your Located in an affl uent area of Berlin, sites due to open in Frankfurt and Main. clients sit. We’ve raised the the 6,000sq m facility is a Platinum club It is also the fi rst German club to open bar, added a sturdier frame with an opt-in Black Label area – the as Fitness First. To date, all clubs in the and a nickel plated chain for chain’s premium offering. Membership country have operated under the Fitness even lower maintenance. costs `69/month for Platinum and `109/ Company brand – a chain in which And when it comes to tracking month for Black Label. Fitness First acquired a stake in 2001. progress, the new PM4 Facilities include a 4,000sq m gym – Fitness First is now being launched to the monitor is bursting with equipped by Life Fitness, Technogym and market, and all Fitness Company clubs performance data at the Power Plate – a separate PT area, a group will be rebranded by next month. touch of a button. Call us cycling studio, two group exercise studios, Fitness First Europe has also signed a now to find out how a swimming pool, a sauna/steam area, deal with EREPs and EHFA to align all its Concept2 can help pull outdoor exercise kit and a kids’ play area. staff in Benelux, France, Spain, Italy and in your profits. Black Label members also have access Germany with the European Register. All to their own cardio area, sauna/steam, staff at the new Berlin club – including 21 bringfitness2life.co.uk changing facilities, lounge and terrace. personal trainers – are already registered. virgin active’s cape town fl agship 0115 945 5522 On 22 October, the new fl agship Virgin now plans to install them in fl agship clubs Active Claremont club opened its doors across the country. Piet Oosthuizen, in Cape Town, South Africa. national fi tness manager for Virgin Active Facilities at the 4,300sq m club include SA, says: “The eSpinner adds to our a 25m indoor pool with underwater existing group cycling programme. It sound system and a spa pool with a view gives experienced Spinners the option of Table Mountain. The gym is equipped of an interactive workout in their own by Technogym – including its Kinesis cable time, while non-Spinners can use their system – and Power Plate, and members experience on the eSpinner as a launch can track key health measurements such pad to start doing Spinning classes.” A as blood pressure and body fat percentage second unit is being trialled in the UK. at the Virgin Life Care HealthZone. Virgin Active SA now has 88 clubs The club has also been trialling Star including Claremont and Century City, Trac’s new eSpinner, and Virgin Active which opened at the end of November. january 2009 © cybertrek 2009 17.9%APR advertising feature
GYM MILES OVERVIEW
How can clubs encourage their gym members to improve their For example, every fi fth swim could be paid for with Gym miles. fi tness attendance? We investigate the Gym miles reward scheme You can also spend your Gym miles on great lifestyle products. Gym miles he Gym miles loyalty Although the current external offers great savings and special offers on scheme now provides even discounts scheme will remain an integral over 600,000 products, including: more ways to record and part of the proposal, Gym miles now s fashion, music, home and family T reward activity. Working also offers internal rewards and points- s leisure, mobile phones, days out in partnership with your based redemption schemes. We also s DIY, motoring & petrol, groceries MRM provider, Gym miles will integrate offer the facility to spend Gym miles as s eating out, cinema, electrical goods with your system to reward attendance part payment on selected products. s travel, accommodation, special gifts and your members will be rewarded s home appliances, insurance, holidays with points based on their attendance. EARNING POINTS Other options include rewarding activity Each new member will receive 100 Gym YOU COULD SAVE £100S IF across the entire range of facilities miles on registration. Points will be NOT £1,000S OVER A YEAR including swimming classes, pitch and rewarded based on a pre-set criteria – for With Gym miles your members will court hire, personal training sessions example 10 Gym miles per recorded visit. make savings everyday online, over the and aerobic/studio classes. OTHER EXAMPLES: phone or in-store with exclusive offers, We are currently working with s 50 points for every three months discounted vouchers and gift cards. equipment suppliers to also reward your continued membership A monthly e-letter brings new and members based on workouts, calories s 100 points per new member referral exclusive savings direct to your desktop burned, and other measurables, making s 100 points per membership renewal as well as great one-off special offers Gym miles the most advanced retention/ from our Gym miles partners. As a loyalty scheme in the UK. REDEMPTION member of a Gym miles network venue, At the moment, there are over 250 In addition to the external discounts and we will give your members 100 FREE major retailers on the scheme including third party monthly promotions, Gym Gym miles when you register. Your John Lewis, M&S, Comet, Waitrose and miles can be downloaded in voucher members will receive bonus Gym miles Next to name but a few. For a full list format and used in part payment for every three months for as long as you see the website, www.gymmiles.net classes and sessions within the venue. are a member of the Gym miles network.
FANTASTIC ANNUAL SAVINGS FOR ONLY 50P PER MONTH
Category Average Weekly Spend Average Yearly Spend Your Discount Annual Saving Food & non-alcoholic £46.90 £2,438.80 Supermarkets 5% £121.94 drinks* Clothing & footwear* £23.20 £1,206.40 Arcadia 10% £120.64 Recreation & culture* £58.50 £3,042.00 Comet 10% £304.20 Restaurants & hotels* £37.90 £1,970.80 Superbreak 7.5% £147.81 Petrol** £41.73 £2,170.00 Supermarkets 5% £108.50 *From the Offi ce of National Statistics
Gym mile members make savings on a variety of over 600,000 products including fashion, motoring and grocery shopping
16 Read Health Club Management online january 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital ALL PICTURES: WWW.ISTOCK.COM
As the most advanced retention/ loyalty scheme in the UK, Gym miles can offer its members savings on holidays and travel
Q How much does it cost my Q What is a Gym mile worth? Equally, members can earn further club to join the network? Gym miles as such do not have a points from purchases made in the club. Clubs join the network for free. All monetary value, but they are required Q What if a member only marketing materials are provided free of to access limited offers and special visits the club occasionally? charge. Members pay a £6 subscription discounts that will roughly equate to Members can still benefi t and access to join for one year. 1.5p per mile. discounts on over 600,000 products Q How do members sign up? Q How do members redeem from 300 top retail names, but they will Most clubs include the £6 in the joining/ their Gym miles? need to trade fi ve miles to enter – so administration fee for new members or They can view their account and balance must make visits to the club. buy it for those who have been at the of Gym miles online. If an offer requires Q What happens if a gym for over a year. Others can log on Gym miles, their Gym miles will be member leaves? and join online. deducted accordingly when the member If they have bought a membership, this will Q Can anyone sign up? purchases the item. run the full year. However, they will lose Technically yes, but you can only earn Q Can Gym miles be all their Gym miles. Members accounts Gym miles from clubs that are part of used in my Club? will be closed once you inform us. the network. You cannot enter the site Yes. Members can download a voucher Q What management time will without trading fi ve Gym miles to get a to be produced in the club in exchange I need allocate to run this? 24 hour pass. for a promotion created by the club. None really. Once you e-mail the Q How do you earn Gym miles? Q What if I am running spreadsheet with the members’ details, Every time a member visits the club my own Gym Challenge or we do the rest. we award 10 miles. There is more reward secondary spend? Q Who do I contact for help? information in the How it Works section You can award Gym miles for members You can contact us online or by phone for operators on the site. completing a challenge by emailing us. as detailed on the main website.
FOR MORE INFORMATION OR TO ARRANGE FOR A MEMBER OF OUR SALES TEAM TO CONTACT YOU PLEASE CALL 020 3178 6647 OR EMAIL US [email protected] january 2009 © cybertrek 2009 Read Health Club Management online 17 healthclubmanagement.co.uk/digital fi a update
from the board active at school rolls out The FIA is to roll out its Active at School Andrew Rogers, manager at Southall programme nationwide this month Sports Centre, which is participating in following a successful trial. the scheme, says: “The Active at School An offi cial launch of the programme programme is extremely successful at was held at Beaconsfi eld Primary our centre and has allowed our local School in November, where 20 pupils primary school children to access have been taking part in the trial. The quality facilities and sports coaching on students showcased the new skills a regular basis.” they have learned at the event, which Active at School has built on the was attended by the mayor of Ealing, success of the FIA’s Adopt a School councillor Ian Green. programme, which launched in 2004 and Aimed at 10- to 15-year-olds, Active reached some 750 UK schools. at School links schools with local FIA To take part in Active at School, member clubs to introduce pupils to please contact Alex Smith at the FIA on rosi prescott activities they wouldn’t otherwise +44 (0)20 7420 8574 / alex@fi a.org.uk CEO s CENTRAL YMCA experience. Beaconsfi eld students took part in activities including dodgeball, January is upon us once again, but football, basketball and junior cricket. instead of the sense of renewed The aim of the programme is to inspire hope that usually accompanies New young people to enjoy exercise and take Year, the world looks forward to a responsibility for their fi tness. continued recession. Andrée Deane, CEO of the FIA, says: However, the sense of shock “Recent fi gures show that one-third that is reverberating across the of British children are overweight or world may mean that the health obese. All the research points to the and fi tness industry isn’t going to be fact that children are just not doing picked out as the traditional media enough physical activity to be healthy. punch bag it has been in past years. As far as our national child obesity As the old saying goes: issue is concerned, a major cause of the “Necessity [read economic crisis!] problem is simply the fact that energy is the mother of invention”. I sense consumed exceeds energy expended. a dramatic shift in national and “That’s why we decided to harness global perspectives regarding what our collective resources and try to help is important in life. Near the top parents, teachers and the government Active at School is designed to of that list is a growing sense that tackle this profound national problem.” inspire youngsters to enjoy exercise we all need to fi nd new ways of enjoying life responsibly. Perversely, I see this as a teenage girls are all set to go in warrington once in a lifetime opportunity for our industry. I understand The FIA go programme for 15- to to see some go sports instructors the argument that health club 16-year-old girls has launched at a in action in my constituency, and membership could be a casualty health club in Warrington. was incredibly impressed by their when people are juggling limited Forty-four girls from Penketh enthusiasm and commitment. I hope resources. However, if we play our High School will be taking part in the more girls in my local schools are able cards right, I believe we will be at programme, which is being held at the to get involved.” the heart of the renaissance that town’s David Lloyd club. The scheme also offers the girls will undoubtedly emerge from the go is designed to offer girls the a discounted membership and the ashes of this disaster. opportunity to participate in non- opportunity to work out with trained We need to think completely traditional sporting activities and gym staff in and out of school hours. differently about our offer and develop healthier lifestyles. Zerritha Brown, programmes see how inventive we can be in Labour MP for Warrington South manager at the FIA, says: “It has repositioning ourselves as a national Helen Southworth, who helped launch been fantastic working with Penketh prevention tool against obesity. the initiative, says: “I am pleased to High School and David Lloyd, which Through imaginative programming be able to support the FIA in its go together have founded a very we must offer a fun and motivating programme, an example of how an successful programme. Through the environment for people to get innovative and fun approach to fi tness go programme, the school has seen together and stay active for the and sports can encourage more young an increase in participation in physical benefi t of themselves and others. people to get active. I was pleased activity among their year 11 girls.”
18 Read Health Club Management online january 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital news and jobs updated daily on www.healthclubmanagement.co.uk news edited by jo talbot. email: [email protected]
in brief...
election of new fi a board directors Following the recent FIA board elections, the FIA would like to announce the re-appointment of board members Robin Johnson and Tony Majakas. Robin Johnson is the CEO of Total Fitness, which operates 24 health and fi tness clubs in the north-west. Johnson sits on the board as a representative for multi- site operators.
PICTURE: WWW.ISTOCK.COM/JAREN WUCKLAND WWW.ISTOCK.COM/JAREN PICTURE: Tony Majakas is Technogym’s Free or heavily subsidised activities will allow people to try ‘taster’ activities MD and will also continue his tenure on the board as a more active 4 life with the fi a supplier representative. The FIA is an offi cial partner in the new 500 most deprived areas in Britain. It fi a vanguard council hosts social marketing campaign from the will also see convenience stores making labour party dinner Department of Health, Change4Life. fresh fruit and vegetables available at The FIA Vanguard Council was host Due to launch this month, change4life affordable prices. to a Westminster dinner on 3 focuses on getting families and children The FIA and its members have exclusive December, at which the Public to eat well, move more, and live longer. rights to the sub-brand MoreActive4Life. Health Minister Dawn Primarolo Change4Life has a host of commercial Free or heavily subsidised activities will was a guest. Several other Labour partners to ensure that messaging is provide the opportunity to enjoy ‘taster’ MPs were in attendance and the consistent and widespread. With an sessions of accessible, family-based, fun dinner debate included the former eight-week national and regional TV and sociable activities that will enable Sports Minister Richard Caborn. advertising campaign starting this month, them to rediscover the activity habit. The The discussion centred on the the campaign will see Tesco and Asda campaign will culminate in a nationwide increasing partnership between highlighting ways to have a healthier campaign in the summer months. For government and the FIA, and on diet ‘4 less’ and Kellogg’s supporting more information on how to get involved, the exciting new developments the opening of Breakfast Clubs in the please contact kate@fi a.org.uk such as the Alliance, Fit For the Future, and Change4Life. The dinner was one of many health and fi tness statistics to public events organised by the Vanguard Council. Its members take us into the new year benefi t from bespoke public affairs strategy, attend quarterly council As we go forth into 2009, it’s a good lower risk of diseases, including Type 2 meetings and receive invites to time to review key fi ndings from the diabetes and heart disease. events in the political calendar as health and fi tness sector: 5. There is ample opportunity for the thanks for their contribution to the 1. Overweight and obese people fi tness industry to address this problem fi nancing of the FIA public affairs cost the UK economy £15.8bn a year, – together, we have 7.8 million hours of and policy department. estimated to bankrupt the NHS by 2050. spare capacity a year. 2. Just under 12 per cent of the 6. The fi tness industry is outperforming population (7.2 million) are gym members, other sectors during this economic crisis and about 30 per cent are currently – 230 new health and fi tness facilities active. This leaves more than 50 per cent opened during 2007 while, from Q4-Q1 of the UK population who are inactive. 2007-08, 36 pubs closed each week. 3. 89 per cent (52 million people) of 7. The fi tness industry has more than Health Club Management is the population live within two miles of a 27,000 registered professionals. Training the offi cial magazine of the FIA. facility. In London, no-one is more than and skills in the sector are developing 20 minutes away from 32 facilities. fast: 2008 saw the launch of the National 4. If we got one million overweight Skills Academy as well as the new REPs To join the FIA call people ‘MoreActive4Life’, we could save Level 4 qualifi cation which will train +44 (0)20 7420 8560 the NHS about £53m a year. Each of exercise professionals to handle medical or go to www.fia.org.uk those newly active people would be at a rehabilitation of a range of conditions.
january 2009 © cybertrek 2009 Read Health Club Management online 19 healthclubmanagement.co.uk/digital fi a update
the big reveal – fi a fl ame conference 2009 As you may have heard, the FIA is to – with speakers from around the world According to Stalker, the industry is launch a brand new health and fi tness as well as experts from inside and coming of age and needs a conference in industry conference in Bolton on 10–11 outside the industry. There’ll be a real which delegates have a chance to talk as June this year. opportunity for delegates to address well as listen: “This event will be much Adopting the theme of ‘Stepping Up to many of the issues that currently face the more interactive than anything we have the Mark – the Time is Now!’, the annual industry, in a new interactive format. seen before,” he says. Industry Summit will be incorporated FIA operations director Dave Stalker “Ten years ago, the health and fi tness into a much broader event, designed to is leading the charge to make sure the industry was a sponge for new ideas. combine a vibrant education programme event is a success. The aim is to provide Conference delegates were happy to sit a platform for debate and discussion that and listen. But the business has matured will enable operators to participate in and it’s our feeling that, in addition to shaping the future of the business. hearing from experienced people in A keynote address followed by targeted their fi eld, operators now want the seminars addressing management, sales, opportunity to question the experts marketing, programming, service and and interact with others who face retention issues will be punctuated similar challenges. with workshops, round tables, focus “We’re now at a crossroads in the groups, question and answer sessions evolution of the industry. If we’re to and discussion groups designed to give take our place in the mainstream of 2008 winners The DC Leisure team, voice to the ideas, views and concerns of health care providers, we need to winners of FLAME operator of the year attendees from all sectors of the industry. improve our professional standards industry summit success
Steven Ward, the FIA’s public affairs and policy manager, reports on the points of note from the recent FIA Summit ALL PICTURES: WWW.ISTOCK.COM
he Industry Summit was a public demonstration of the growing infl uence of the FIA on the policy agenda of UK Plc. The title, ‘Delivering a HealthierT Britain’, sums up the direction in which government and FIA are moving. For delegates attending the summit – sponsored by Matrix, Lifetime and ZigZag Getting people active The DH gave public support for the Physical Activity Alliance – the convergence of interest between our sector and government, as well as First, the Physical Activity Alliance and promote investment in physical opposition, couldn’t have been clearer. – fi rst detailed in HCM in August – activity. The true signifi cance of this The FIA is shaping this agenda. received the public support and backing announcement will only be made from a minister for the fi rst time. Since clear in years to come as the Alliance new announcements the change in remit of Sport England, takes shape. Dawn Primarolo, Minister of State for which saw its role constricted to sport, This announcement was of great Public Health, used the Summit as an the future of funding for physical activity personal satisfaction as the FIA has put opportunity to make two major policy has been unclear. its full support and backing behind this announcements that will position the The commitment from Primarolo initiative, with FIA resources invested FIA at the forefront of the political signals a serious commitment from the in it. To hear it announced at the FIA agenda around physical activity. Department of Health (DH) to support Summit was just reward.
20 Read Health Club Management online january 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital FLAME The ceremony for the FIA awards for operational excellence will be incorporated into the FIA FLAME Conference across the board. Get it right and we The new conference will also which have become a benchmark for will have a platform to take the sector provide a number of opportunities for operational excellence. to another level. Get it wrong and we operators to network with one another The FIA expects to receive many will be consigned to join a long list of in a social format, including the FIA Ball more entries this year to the brand new also-rans. This conference is all about of Fire. This ball will incorporate the FLAME Awards process, which opened making sure that we get it right.” ceremony for the FIA FLAME Awards, in December.
Dr William Bird, chair of the Interim Dawn Primarolo was most Steering Group tasked with working up complimentary about the progress the Alliance over the coming months, made by the FIA in the past year. She used the Summit as an opportunity to praised the vision and passion of FIA provide an overview of the key functions chair Fred Turok. “If only we could of the Alliance. We are likely to be bottle it!” she remarked. hearing much more about this initiative over the coming years. cross-party support Similarly, a commitment was made Andrew Lansley, the Shadow Secretary of by Primarolo to fund County Sport State for Health was just as Partnerships (CSPs). CSPs are the complimentary. Crediting the FIA with local bodies with responsibility for co- leading the physical activity agenda, ordinating sport and physical activity at Lansley also used the Summit to make a Family fi rst Jupp is due to launch a the grassroots level. major policy announcement by pledging programme that will target families However, during the commotion that to support Change4Life should the resulted from Sport England’s volte- Conservative Party win the next election. operator take to the stage to talk face, it was announced that the funding Continuity will be key in this about her initiatives and programmes. for CSPs was to be cut by a third and agenda and the work of Turok on the Georgina Jupp is not your average their direction limited to focusing on Conservative Party ‘Responsibility operator. She has been in the industry sport. This caused great uncertainty at Deal’ group – with other organisations since its inception and is still at the grassroots level, with many of the physical such as Tesco, Unilever and Asda forefront of its transformation into a activity specialists employed by CSPs – is paying off. As outlined in HCM recognised part of the health service. leaving to fi nd alternative employment. in September, the Conservative The fact that Jupp is an independent The announcement from the DH approach would empower individuals operator at heart shows that, with addressed this and it should be welcomed. by offering responsibility and control. perseverance and resilience, the health By no means is every County Sport The Conservatives would also rename and fi tness sector can make this Partnership a success. However, they are the Department of Health as the partnership work. a logical network for the co-ordination Department of Public Health (DPH). This year’s Summit set the bar high of local initiatives if they are developed for next year’s event, which will take in the correct fashion. The new Alliance independent women place in June as part of the FLAME is likely to take on this role and help Alongside the ministerial speakers, we Summit (see above story on the FIA shape CSPs for the future. were delighted to see an independent FLAME Conference).
leisureopportunities is the offi cial recruitment magazine of the fi a
january 2009 © cybertrek 2009 Read Health Club Management online 21 healthclubmanagement.co.uk/digital reps update news REPS: +44 (0)20 8686 6464
in brief...
have your say The Register is looking for three new members to sit on its council.
The council meets quarterly, and is PICTURE: WWW.ISTOCK.COM/RICHLEGG a valuable platform for ensuring the needs of the membership are being fully met and that the Register as a whole is moving in the right direction. REPs registrar Jean-Ann Marnoch says: “We set great value in the views of our members and feel their input helps us make the best decisions we can. We’re looking for three new members who’d like to not only be part of shaping the future REPs aims to make fi nding CPD courses as easy in Scotland as it is in England of the Register, but also be part of the continued professionalisation of the fi tness industry.” promoting reps in scotland To be considered, please send a REPs registrar Jean-Ann Marnoch and some of the issues facing the current copy of your CV plus a supporting SkillsActive’s senior programme manager REPs-registered instructors north of the letter from an employer or similar for national occupational standards and border,” says Marnoch. to [email protected] higher education, Ben Gittus, met with Many Scottish members currently fi nd marking it ‘REPs Members’ Council’. some of the key training providers and it diffi cult to gain the required CPD points employers in Edinburgh to discuss raising to stay on the Register due to a lack of consultation continues awareness of the Register in Scotland. endorsed CPD training. This problem was The new proposed structure for This is the second meeting organised addressed in England through the demand entry to the Register has been by Pam Scott from SkillsActive Scotland created by REPs members – members who presented to Scottish training to fi nd out ways of working together needed to undertake CPD to maintain or providers and employers as part of more closely to establish the Register develop their skills to stay current on the a UK-wide consultation process. and its benefi ts throughout Scotland. Register. The training providers responded Presented by registrar Jean-Ann “There is no doubt that an increase in the and there are now more than 800 Marnoch and Ben Gittus, senior use of the Register in Scotland will solve endorsed CPD opportunities available. programme manager for SkillsActive, the new structure is part of a drive to simplify the framework of the Register. The aim is to make it meet our latest recruit clearer and more easily understood Ex-army major Dottie Calderwood has by both members and outside been appointed CPD compliance offi cer. stakeholders, including members of Calderwood, who is also a personal the public and related industries such trainer, will offer REPs members as the medical profession. encouragement, support and advice on how to earn and log CPD points. did you know? A keen cross-country runner, having The REPs members’ directory represented the army three times, receives more than 250,000 hits Calderwood joined the fi tness industry each year from employers and three years ago after leaving the forces. the public, who are checking She says: “When I left, after 32 years, their instructor’s qualifi cations. In I wanted a career that would allow me addition, the Register’s qualifi cation to carry on exercising and still make the and training portal clocks up more most of the organisational and people than two million hits a year from skills I’d learned in the army. Becoming a members looking to research and personal trainer seemed a natural step. book courses by subject, availability I’m delighted to now be able to combine and geographical location. Dottie Calderwood is REPs’ my offi ce skills with my physical skills in new CPD compliance offi cer this new role.”
visit the reps online: www.exerciseregister.org leisureopportunities is the offi cial recruitment service of reps
22 Read Health Club Management online january 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital “The new audited Code of Practice is destined to become as powerful a reference of quality as CORGI or ABTA, and serves as a beacon of trust and quality for consumers as well as staff. Only audited FIA members are able to display this quality standard mark.” says David Stalker, Operations Director at the FIA.
The re-launched fully audited Code of Practice has now become a valuable business tool for FIA members covering three main areas: •• Health Health andand SafetySafety •• StaffStaff TrainingTraining •• CustomerCustomer CareCare
FIA members are audited and supported through the quality assurance process by the FIA’s appointed verifiers, Central YMCA Qualifications (CYQ).
The quality assurance process is designed to be a business development tool and comprises a set of criteria to help members improveimprove theirtheir safety,safety, efficiencyefficiency andand competitivenesscompetitiveness –– allall crucialcrucial factorsfactors inin boostingboosting aa bottombottom line.line.
John Penny, GM Reebok Club, “Anything that allows potential members to make an informed decision when choosing a gym, thatthat cancan demonstratedemonstrate itsits quality,quality, hashas toto bebe welcomed,”welcomed,”
Lisa Taylor, Group Fitness Manager, DC leisure, “The Code of Practice helped us internally, as we used it as a development tool within the company”
For more information email pete@fia.org.uk or call 020 7420 8571.
CODE OF PRACTICE AUDITED FIA MEMBERS people
gregory moves to fi tness fi rst Rob Gregory has been appointed to the newly created role of global member experience director at Fitness First. The new post is to be “guardian of the member experience, from the point of joining through the rest of the lifecycle of the member,” says Gregory. “My appointment follows a clear strategic directive to increase the focus and resources on the member journey and move to a customer-centric business Clare Kennedy leaves CLS model,” he continues. “We’ve developed the best sales system in the industry cls ceo starts and our objective is to do the same in terms of the member experience. We Rob Gregory: Fitness First’s new new venture already have a number of key initiatives ‘guardian of the member experience’ underway and I’m looking to build on After 10 years as CEO of CLS, and these in order to develop a unique Gregory ran his own consultancy having handed over to new MD John member proposition. company, Lifetime Health Ltd, from Oxley, Clare Kennedy is leaving to “I’m very excited about the role – it’s 2001 to 2007, during which time his form a new partnership. a great opportunity and a perfect match clients included The Retention People Working with her brother Chris for my skill set and interests.” and The Leisure Database Company. Kennedy, an experienced golf club and food and beverage outlets manager, and with over 30 years’ indoorcycling’s new emea team experience between them, they will be taking on development projects, Recent re-branding of The Indoorcycling Graham Stoney joins as director interim management and business Group has initiated the formation of of education for ICE (Indoor Cycling modelling for both local authorities a new Europe, Middle East and Africa Experience) and Stacey Jacques has been and private sector clients. (EMEA) team based in the UK. re-positioned as EMEA offi ce manager She says: “I am going to miss The strategy for the team is to focus its and international co-ordinator. my wonderful CLS colleagues, but commitment to the expansion of product Says Warren: “This is an exciting Chris and I have worked together distribution throughout the region. development for us. We now have a before and, with complementary Gary Warren, formerly sales director strong team working together which skills, we are an ideal partnership for for the UK, is now heading up the team shows our level of commitment to organisations looking at development as director of EMEA. After seven years growth in these markets. The group and business recovery needs.” with the company, based predominantly intends to lead the way in the evolution of in Germany, he welcomes the addition indoor cycling by pushing the boundaries of two new UK appointments. in product innovation and development.” in brief...
brabants to advise at matrix optimal appoints boxer cluett joins alliance Wayne Jones and Janette Rose join The Optimal Life Fitness Group has Paul Cluett has joined Alliance Leisure Olympic kayaking gold medallist Tim appointed ex-professional and world as commercial director. Brabants as the latest recruits to the champion boxer Stevie Smith to teach A management consultant with team at Matrix Fitness Systems. its new boxing instructor course. more than 20 years’ experience in the Jones and Rose took up new roles Smith will take on the REPs- leisure industry, Cluett will provide as service manager and brand manager accredited Performance Boxing commercial and legal support to the respectively in October, and Brabants Instructor Course, one of the group’s design and build arm of the team, joins the Matrix Advisory Panel. two new CPD courses being added to and will oversee Alliance Leisure’s Jones has over 20 years’ experience its portfolio for 2009. Its other new partnering of more than 40 leisure in customer service, while Rose course is Olympic Weight Lifting for centres across the UK. joins Matrix after four years with Fitness Professionals. Cluett spent more than four years Technogym as B2B direct marketing Both will be demonstrated at the as a director of Quality Leisure manager. Brabants’ role on the company’s 2009 Educational Launch in Management (QLM) and was advisory panel is to provide business London on 22 January. Call +44 (0)20 previously MD of facilities operator expertise to customers. 7731 3133 for free tickets. Parkwood Leisure.
24 Read Health Club Management online january 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital INDEPENDENT OPERATOR FOCUS news edited by jo talbot. email: [email protected]
PEOPLE PROFILE paul marshallsea Inspired by his own son’s struggle with drugs in a deprived community in Wales, Paul Marshallsea created a sport and activity project to turn young people’s lives around
What is the Engine House? 2002, we had raised £1m funding to The Engine House is a community project renovate the building, create a playing offering sport and activities to young area and buy sports equipment. people in Dowlais, near Merthyr Tydfi l, Wales. It’s based in an 18th-century What’s on offer? iron works and caters for 23 sporting We have football and netball courts, teams as well as 550 young people and and we run dance classes, yoga classes, 24 local organisations, seven days and kickboxing and street dance. We also nights a week. We’ve raised £1.5m to have 10 ZigZag dance mats which are develop and run this project so far. incredibly popular. At the weekends it’s not unusual to have 150 youngsters What led you to this project? queueing to use them, and we’re raising I’ve worked as an ice cream salesman, funds to buy another 10. In addition to a coal merchant and a bus transport the facilities on-site, we take the kids on manager, but I’ve always had a real outside activities – to outdoor pursuit passion for helping young people. centres, camping, or to skate parks. My son Stephen started taking drugs at The building also houses an internet a very early age, and I soon found out café and a £60,000 computer room. Plus there were lots of other families going youngsters can learn to play the guitar and through the same pain but saying nothing drums, be part of a storytelling session or about it because of a sense of shame. I cookery lesson, or attend the weekend decided to do something about it, but I youth club, which has 187 members. didn’t know what. The very next day there was a public viewing of the Engine What else do you do? House building. I knew that day that this We carry out community projects building was where I was going to carry with our young people. So far, we’ve out my calling. spent £150,000 on 14 environmental garden projects in the local area, How did you acquire it? including a £40,000 picnic area and I already ran a youth club, and we outdoor classroom at a local school. begged the council to allow us to take The work helps the kids to own part of on the lease on the Engine House. After their community and really care what a two-year campaign, they agreed. By it looks like. We also have a job club facilitator who works to help our young people into full-time employment.
What results have you seen? The area’s antisocial behaviour rate has dropped a staggering 80 per cent since the project opened. The local young people can now see some light at the end of the tunnel.
What’s next? We’re looking to raise another Marshallsea (right) meets Prince £2m so we can put in another fl oor Charles who toured the project to run even more activities.
january 2009 © cybertrek 2009 competitive edge
THROUGHOUT 09 parachuting
Shelter is asking people to take a leap of faith and do a parachute jump or tandem skydive to help raise money for homeless or badly housed people. Fun-seeking fundraisers can choose either a 10,000ft jump attached to a professional instructor in a tandem dive, or a solo ‘static line’ jump from 3,000ft. Anyone wishing to take part must raise between £395 and £535 in sponsorship, depending on the type of jump and where they want to do it. Each year Shelter, with its network of 50 advice centres, helps to house more than 100,000 people. Details: [email protected] Do a tandem skydive or a ‘static line’ solo jump for Shelter
9 MAY 09 Climb nine peaks in 48 hours just walk In its third year, Just Walk is an open charity trek over the South Downs for people of various fi tness levels and ages. Starting at Goodwood Racecourse, there’s a choice of a 60km, 40km, 20km or 10km route. Entry is £15 for adults, while under-12s – who can walk the two shorter courses – go free. Minimum sponsorship varies according to the distances. Last year 400 people took part: 115 of these opted for the 60km Walk the route you choose, up to 60km challenge. Details: www.just-walk.co.uk
18–28 JUNE 09 3–5 APRIL 09 mongolian horse ride ftc nine peaks Pick a charity of your choice for team challenge this160km challenge. Riding Mongolian horses – known for their speed, strength This new event, in Snowdonia and dexterity – the trip begins in the in Wales, raises money for the capital, Ulaanbaatar, where you’ll visit the Feed The Children charity, an Gandan Monastery and Bogd Khan Palace. organisation that provides support The route also takes in the Bayangol to children suffering the effects of River and passes through wide-open poverty in the UK and abroad. The plains and dense forests, home to deer, aim is to conquer nine peaks in 48 wolves and moose. In addition, you’ll hours – six on day one and three ride along the Ikh Yan Mountain slopes on day two. Teams must include six to see rock paintings of ancient gods. walkers and one support driver/ The trip culminates in the heart of the cook. The cost is £805 per team Khenty mountain range on the banks of plus minimum sponsorship the mighty Tuul River. Entry costs £395, of £2,500. Details: minimum sponsorship £2,775. Details: www.feedthechildren.org.uk www.charitychallenge.com. Wide-open: The plains of Mongolia
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JANUARY 20–21 ❘ The Facilities Management Forum Venue Radisson SAS Hotel, Stansted Airport, UK Summary Delegates will have a chance to examine emerging technologies, determine practical solutions and focus on critical issues for running their businesses. This forum will open with a presentation on partnering in recession. Topical discussion groups will also be held throughout the forum and moderated by facilities management experts Martin Pickard, Anne Lennox Martin and Patrick Jongbloet. Tel +44 (0)1992 374100 Email [email protected] PICTURE: WWW.ISTOCK.COM/TOMASLEVSTEK Web www.forumevents.co.uk
30 ❘ REPs & FIA Joint Convention: Professionalising the Fitness Industry in Wales Venue TBC Summary This joint REPs and FIA convention will feature educational seminars and workshops, targeting managers and fi tness professionals in Wales. Tel +44 (0)20 7420 8560 EFAA’s event in the Netherlands targets professionals such as personal trainers Email [email protected] Web www.fi a.org.uk 18–21 ❘ SPATEC 20–22 ❘ ForumClub North America Venue Verona, Italy Venue Orlando, Florida, US Summary FEBRUARY Summary ForumClub is a congress and trade show 1–3 ❘ Spatex A three-day forum of one-to- for European health and fi tness, wellness Venue Brighton, UK one meetings between corporate and aquatic clubs. Celebrating its 10th Summary spa owners, directors and design/ event in 2009, the organisers have taken An exhibition for professionals in the management companies, and leading spa the opportunity to launch ForumPiscine design, installation, retail, maintenance suppliers and vendors. this year, a congress and show for the and operation of pools, spas, saunas and Tel +44 (0)20 8547 9830 international pool and spa sector to be ancillary equipment. Email events@ held alongside ForumClub. Tel +44 (0)1264 358558 mcleaneventsinternational.com Tel +39 0512 55360 Email [email protected] Web www.mcleaneventsinternational.com Email [email protected] Web www.spatex.co.uk Web www.ncforum.com 19–22 ❘ IDEA Personal 14–15 ❘ EFAA Fitness Trainer Institute 26 february–1 march ❘ Personal Trainer Congress Venue Alexandria, Virginia, US Fitness IFEMA 2009 Venue Noordwijkerhout, Summary Venue Madrid, Spain The Netherlands A conference for personal trainers with Summary Summary education sessions and presentations by International fi tness conference and The European Fitness and Aerobics many of the industry’s best presenters. show encompassing fi tness clothes Association presents this congress for Pre-conference workshops include and accessories, gym equipment and fi tness trainers, instructors, PTs, coaches Corrective Exercise Design and the technology, spa equipment, plus access and those involved in medical fi tness. IDEA Business Boot Camp. to consultancies and associations. Tel +31 495 533229 Tel +1 858 535 8979, ext. 7 Tel +34 91 722 30 00 Email [email protected] Email contact@ideafi t.com Email fi [email protected] Web www.efaa.nl Web www.ideafi t.com Web www.ifema.es january 2009 © cybertrek 2009 Read Health Club Management online 27 healthclubmanagement.co.uk/digital diary
APRIL 17–19 ❘ Australian Fitness Expo Venue Sydney, Australia Summary Exhibition, seminars and training for the Australasian fi tness industry. Tel +61 3 9261 4500 Email fi [email protected] Web www.fi tnessexpo.com.au
23–26 ❘ FIBO 2009 FIBO brings together more than 480 companies from more than 35 countries Venue Essen, Germany Summary 26 february–1 march ❘ networking opportunities with operators More than 480 companies – including ECA World Fitness Show from across the globe and world-class all the key players – from more than Venue New York, US exhibition. Speakers include IHRSA 35 countries show products, concepts Summary president and CEO Joe Moore, author and and solutions for the fi tness, wellness Fitness and wellness convention and business consultant Marcus Buckingham, and leisure industries at this show in trade show. Register by February 14. NFL quarterback Joe Montana, and Essen, Germany. The exhibition offers Tel +1 516 432 6877 Olympic swimmer Dara Torres. a variety of distinct areas catering Email mary@ecaworldfi tness.com Tel +1 617 951 0055 for training equipment, products and Web www.ecaworldfi tness.com Email [email protected] services, sports nutrition, wellness Web www.ihrsa.org and beauty and medical fi tness. The show attracts more than 50,000 visitors MARCH 20–22 ❘ Asia Spa & from 60 countries. 1–3 ❘ Professional Beauty Wellness Festival 2009 Tel +49 (0)211 90 191 2009 and Professional Spa Venue Bangkok, Thailand Email [email protected] International Conference Summary Web www.fi bo.de Venue ExCeL, London, UK Trade show and professional summit for Summary spa and wellness professionals. 23–26 ❘ IDEA Fitness Held alongside each other, Tel +603 7803 1916 Fusion Conference Professional Beauty offers visitors access Email [email protected] Venue Rosemont, Illinois, US to hundreds of beauty exhibitors, while Web www.asiaspafestival.com Summary the conference combines world-class Education for group fi tness instructors speakers with networking opportunities. 25–28 ❘ SPATEC UK & Europe and personal trainers. Tel +44 (0)20 7728 4291 Venue Grand Real Santa Eulalia Resort & Tel +1 858 535 8979, ext. 7 Email [email protected] Hotel Spa, Albufeira, Portugal Email contact@ideafi t.com Web www.professionalbeauty.co.uk Summary Web www.ideafi t.com A two-day forum of face-to-face 7–8 ❘ Mind Body meetings between UK and European 26–27 ❘ Beauty UK Soul Exhibition spa owners, directors and senior Venue NEC Birmingham, UK Venue Kempton Park Racecourse, personnel, with over 70 leading Summary Sunbury on Thames, UK international spa suppliers. The UK’s largest beauty expo. Summary Tel +44 (0)20 8547 9830 Tel +44 (0)1332 227690 Stands, lectures, workshops Email events@ Email [email protected] and demonstrations focused on mcleaneventsinternational.com Web www.beautyserve.com complementary therapies and practices. Web www.spateceu.com Tel +44 (0)1787 224040 26–27 ❘ Holistic Health Email [email protected] 27–29 ❘ International Venue NEC Birmingham, UK Web www.mbsevents.co.uk Fitness Showcase Summary Venue Winter Gardens, Blackpool, UK An exhibition for the holistic 16–19 ❘ IHRSA 2009 Summary and complementary therapy Venue San Francisco, California, US Showcases the latest exercise classes, market, showcasing exhibitors’ Summary along with workshops and lectures, for products, equipment, treatments Representatives from the health club, fi tness instructors and enthusiasts. and training. fi tness, wellness and health promotion Tel +44 (0)113 277 3885 Tel +44 (0)1332 227690 industries can benefi t from this four-day Email [email protected] Email [email protected] event with its diverse training sessions, Web www.chrysalispromotions.com Web www.beautyserve.com
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worldwide event listings for leisure professionals
The World Class event will include a three-hour kids’ fi tness ‘marathon’ MAY 20–24 ❘ Russian Fitness Festival (Convention and Trade Show) Venue Olympiyskiy Sport Centre, Moscow, Russia Summary Around 17,000 fi tness professionals from across the world are expected to attend this event, making it one of the biggest fi tness conventions in eastern Europe. It will incorporate: a business conference, fi tness convention and seminars focusing on professional education and kids’ fi tness; a trade show; and an aqua convention with classes and lectures. It will also feature a children’s fi tness marathon – a three-hour session with top instructors running back-to- back kids’ activity classes – plus a competition for the Best Instructor of Russia 2009 and the Russian Fitness Aerobics Championship for adults and juniors. Tel +7 495 755 62 64 Email [email protected] Web www.fi tness-convention.ru
20–21 ❘ SIBEC UK MAY Venue The Belfry, Warwickshire, UK 1–3 ❘ AFEEX Summary Venue Beijing, China SIBEC UK brings together 120 of the Summary most infl uential suppliers and buyers Training techniques and management in the UK leisure, health and fi tness information are on offer at this event sector – local authority, trust and – the Asian Fitness Education Expo – education markets. It offers two days targeting China’s fi tness professionals. of interaction, face-to-face meetings, Tel +8610 6712 3689 forums and networking opportunities. Email [email protected] Tel +44 (0)20 8547 9830 Web www.afeex.org Email events@ mcleaneventsinternational.com 10 ❘ Scottish Beauty Web www.mcleaneventsinternational.com Venue Edinburgh, Scotland Summary 20–24 ❘ Festival del Fitness This trade-only event is Scotland’s Venue Florence, Italy largest beauty expo. It will also feature Summary the Scottish Nail Technician of the This outdoor event is an exhibition for Year Competition. the Italian fi tness industry. Tel +44 (0)1332 2276901 Tel +075 50 10 81 Email [email protected] Email staff@fi tfestival.it Web www.beautyserve.com Web www.fi tfestival.com january 2009 © cybertrek 2009 diary
12–16 ❘ IDEA World Fitness Convention Venue Anaheim, California, US Summary More than 5,000 fi tness professionals from around the world attend this event, which aims to “inspire the world to fi tness”. Tel +1 858 535 8979 ext.7 Email contact@ideafi t.com Web www.ideafi t.com
18–20 ❘ 28th Annual National Fitness Trade Show Venue Reno-Tahoe, Nevada, US Summary An annual trade show for club owners, managers, fi tness directors and personal trainers. Tel +1 541 830 0400 LIW, held in September, is Europe’s largest exhibition for the leisure industry Email nationalfi tness@msfi tness.com Web www.nationalfi tnesstradeshow.com 22–24 ❘ Fitness, Aerobics and 9–10 ❘ The FIA FLAME Management Convention Conference 2009 Venue Arnhem, The Netherlands Venue Bolton, UK SEPTEMBER Summary Summary 1–3 ❘ BASES Annual For instructors, personal trainers, Running alongside the FIA Industry Conference therapists, fi tness co-ordinators and Summit and FLAME Awards, this new Venue Leeds University, UK managers in the Dutch industry. event is designed to combine a vibrant Summary Tel +31 495 533229 education programme with an opportunity This year’s British Association of Email [email protected] for delegates to address, in an interactive Sport and Exercise Sciences Web www.efaa.nl format, issues facing the industry. conference will be hosted by Leeds Tel +44 (0)20 7420 8560 Metropolitan University. 27–30 ❘ Club Industry East Email fl ame@fi a.org.uk Email [email protected] Venue Boston, Massachusetts, US Web www.fi a.org.uk Web www.bases.org.uk/annualconf.asp Summary Conference sessions targeting club 22–23 ❘ The Facilities 10–13 ❘ Inner Idea owners, fi tness management executives Management Forum Venue Palm Springs, California, US and personal trainers. Sessions focus on Venue Whittlebury Hall Hotel, Summary personal training, sales and management, Towcester, Northamptonshire, UK This event, organised by IDEA, features programming and customer service, Summary mind-body-spirit programming. medical fi tness and wellness. Designed to save time, effort, money and Tel +1 858 999 4332 Tel +1 203 358 9900 stress by changing the way companies Email [email protected] Web http://east.clubindustryshow.com can source innovative solutions. Web www.inneridea.com Tel +44 (0)1992 374100 Email [email protected] 10–13 ❘ SIBEC North America JUNE Web www.forumevents.co.uk Venue Pasadena, California, US 7–9 ❘ Wellness & Spas Summary Middle East A one-to-one meeting forum between Venue Dubai, UAE AUGUST owners, operators, CEOs and COOs Summary 6–7 ❘ Health and of health, recreation, sports and fi tness For spa and fi tness club operators Fitness Business organisations, and leading executives and professionals, hotel operators, Venue Denver, Colorado, US from national and international supplier architects and designers from the Middle Summary companies. The event also provides East, Africa and the subcontinent. Free conference attracting manufacturers, ample opportunity for networking with Tel +971 4338 0102 suppliers, retailers, fi tness professionals, professionals from the sector. Email wellness-spas@uae. media and industry infl uencers. Tel +1 954 942 8143 messefrankfurt.com Tel +1 949 226 5712 Email [email protected] Web www.messefrankfurtme.com Email [email protected] Web www. Web www.healthandfi tnessbiz.com mcleaneventsinternational.com
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worldwide event listings for leisure professionals AIR RESISTANCE FITNESS EQUIPMENT naturally different 20–21 ❘ Olympia Beauty 22–25 ❘ IHRSA Venue Olympia, London, UK European Congress Summary Venue Dublin, Ireland The trade fair for the beauty industry, Summary including the Nailympics competition. Featuring presentations from business Tel +44 (0)1959 569867 leaders from within and outside of Email janine.derbyshire@olympiabeauty. the industry. Participants will have co.uk ample opportunity to network with Web www.olympiabeauty.co.uk leading industry suppliers and operator colleagues from across Europe. 22–24 ❘ Leisure Industry Week Tel +1 617 951 0055 Venue Birmingham NEC, UK Email [email protected] Summary Web www.ihrsa.org LIW is Europe’s largest exhibition for the leisure industry, catering for 24–25 ❘ Camexpo all sectors of out-of-home leisure. Venue Earl’s Court, London, UK This year’s exhibitors will include Summary representatives from fi tness, health, spa, Dedicated to meeting the needs of the sport and attractions. complementary health care industry, Tel +44 (0)20 7955 3969 this natural, integrated show offers an Email [email protected] extensive range of products, services Web www.liw.co.uk and training. Tel +44 (0)1273 645119 Email [email protected] OCTOBER Web www.chexpo.com 5–8 ❘ ISPA Conference & Expo Venue Austin, Texas, US Summary NOVEMBER The ISPA Conference & Expo offers spa 4–7 ❘ SIBEC UK & Europe CEOs, presidents, owners and directors Venue Split, Croatia a place to come together for networking Summary and education. SIBEC UK & Europe is a one-to-one Tel +1 859 226 4326 meeting forum between the major Email [email protected] operators from the private, local Web www.experienceispa.com authority and trust markets in health, fi tness and leisure, and the leading 10–11 ❘ Mind Body Soul suppliers. The event will bring together Venue Linton, Cambridge, UK over 200 delegates from across Summary Europe, covering more than 35 product Covering an array of therapies and categories, who will have more than products, from aromatherapy to reiki 1,500 scheduled meetings. It also offers to yoga, this exhibition offers more networking and social events. than 100 stands as well as lectures, Tel +44 (0)20 8547 9830 workshops and stage demonstrations. Email events@ Tel +44 (0)1787 224040 mcleaneventsinternational.com Email [email protected] Web www. Web www.mbsevents.co.uk mcleaneventsinternational.com
11–12 ❘ Professional 10–13 ❘ IHRSA Asia- Beauty Manchester Pacifi c Forum Venue Manchester, UK Venue Tokyo, Japan because Summary Summary The UK’s biggest beauty exhibition Exceptional speakers provide outside London features more than commentary on trends shaping the everybody 300 exhibitors as well as seminars from health club industry in the Pacifi c Rim. industry experts. Plus a chance to meet with suppliers. is not the Tel +44 (0)20 7728 4298 Tel +1 617 951 0055 Email [email protected] Email [email protected] Web www.professionalbeauty. Web www.ihrsa.org same co.uk/manchester www.huruk.co.uk january 2009 © cybertrek 2009 Tel: 01206 798864 TALKBACK JO TALBOT s ASSISTANT EDITOR s HEALTH CLUB MANAGEMENT everyone’s talking about . . . tax cuts
Other countries have introduced tax breaks for people who are healthy and active, and it’s been suggested we do the same in the UK – but would it work?
here have always recent FIA Industry Summit. However, rates. Norway has no VAT on fi tness been debates within there have been no moves so far on this at all, for example. In the Netherlands, “T the industry about front from the Labour government, and the VAT is 6 per cent, and there are how to secure a more unfortunately the Department of Health also tax-deductible company subsidies favourable position in the taxation of declined to take part in this article. of gym membership plus subsidies on fi tness,” says the FIA’s Andrée Deane. Deane adds: “Lamb has shown membership provided by most health Suggestions from Norman Lamb of the much interest in the hugely successful insurers. And in Switzerland, where VAT Liberal Democrats introduce a new Child Fitness Tax Credit in Canada” – on fi tness is 7.6 per cent, more than half element to the debate, she adds. explained below by the Fitness Industry of health insurance members receive Lamb is calling for PCTs to be Council of Canada. “There are also subsidies of up to 500CHF (£280). given the power to adjust local several other examples of governments Apart from cutting VAT on fi tness, taxation policies in favour of people which have successfully implemented tax other ways of using tax to reward healthy who take healthy choices. These incentives for those who keep healthy.” living might include rebates on council suggestions appear to be supported In the UK, operators are starting to tax or other local taxes, as favoured by by the Conservatives – shadow health pass on the recent VAT cut, bringing the Lib Dems, or tax-deductible options secretary Andrew Lansley signalled his tax on their offering to 15 per cent. in corporation and income tax. So which support for policies of this type at the But other countries have much lower should we use in the UK?
SHOULD THE UK REWARD HEALTHY BEHAVIOUR WITH TAX BREAKS? EMAIL US: [email protected]
norman lamb dave hardy LIBERAL DEMOCRATS s SHADOW HEALTH SECRETARY &ITNESS )NDUSTRY #OUNCIL OF #ANADA s PRESIDENT
ealth insurance schemes that he UK should follow Canada’s lead “Hoffer discounts for taking healthy “Tin using tax credits to motivate choices are worth studying to see what its population to engage in fi tness. Our lessons can be learned in our tax-funded government adopted a Children’s Fitness system. So far in this country, government Tax Credit in 2007 (CAN$500/£269) policy has focused on providing incentives – a non-refundable tax credit based for professionals, such as GPs, to promote on eligible expenses paid by parents to preventive health care. But why not offer register a child in a prescribed programme incentives direct to citizens? of physical activity. In doing so, it agreed Local health boards could follow Canada’s lead by offering a that a fi nancial incentive is an appropriate way to increase physical tax-back payment for each child enrolled in sports or activity activity among Canadians – and some provinces have also adopted clubs, and also provide incentives – such as discounts at local an Adult Fitness Tax Credit, which is being studied nationwide. shops or leisure facilities, or tax rebates – for adults to attend Economist studies have shown that the government would save check-ups, nutrition assessments or preventative screening tests. billions in tax dollars by using their tax credits to get more adult The Canadian scheme offers a tax rebate on income tax, but Canadians active, as healthier citizens need less health care and this would be diffi cult to introduce in the UK – we favour a local miss less work due to illness. The Centre for Spatial Economics income tax to replace council tax. In the meantime, councils concluded that it would take just three years for the health care should be able to offer a rebate on council tax payments. Using cost-savings resulting from a more active, healthier population to money raised in this way, health boards could focus incentives outweigh the net personal tax losses incurred by the government. schemes particularly on disadvantaged communities. After 21 years, with a tax credit of up to CAN$500 per person, The focus should be on individual encouragement, support and the government would see health care savings of CAN$9.1bn and incentives. We need to think more carefully about how we live net personal tax losses of CAN$6.6bn. With similar government- our lives and make it easier for people to make healthy choices.” funded systems, the UK would likely see the same results.”
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Canada already rewards children’s healthy living with a tax credit, and is considering a similar scheme for adults herman rutgers armando moreira EHFA s EXECUTIVE DIRECTOR AGAP PORTUGUESE l TNESS ASSOCIATION s BOARD MEMBER
N THIS ERA OF SELF INm ICTED DISEASES BELIEVE THAT HEALTHY LIVING SHOULD “IWITH HUGE COSTS TO SOCIETY IT “IBE ENCOURAGED THROUGH TAX RELIEF SEEMS ONLY LOGICAL THAT GOVERNMENTS )N 0ORTUGAL A 6!4 REDUCED RATE OF AND HEALTH INSURANCE COMPANIES WOULD PER CENT ON THE PRACTICE OF SPORTS AND REWARD HEALTHY BEHAVIOUR AND PENALISE PHYSICAL ACTIVITIES WAS INTRODUCED A UNHEALTHY BEHAVIOUR YEAR AGO AFTER A LONG PERIOD OF LOBBYING %(&!S VIEW n AS WE EXPLAINED TO %5 7EVE ALSO RECENTLY INTRODUCED A 6!4 6!4 OFl CIALS IN /CTOBER n IS THAT EXEMPTION ON THE AMOUNTS PERIODICALLY l TNESS AS A HEALTH ENHANCING ACTIVITY WITH PAID TO BE PART OF SPORTING CLUBS MANY PROVEN BENEl TS SHOULD BE RECEIVING FAVOURABLE TREATMENT ASSOCIATIONS THAT DO NOT ENVISAGE PROl T WITH A REDUCED TARIFF OR NO TAX AT ALL SOME PRODUCTS IN THE 5+ &OR PERSONAL INCOME TAX PURPOSES THE TAXPAYER MUST HAVE SUCH AS CHILD CAR SEATS DO RECEIVE A REDUCED 6!4 OF PER CENT OR AN EXERCISE PRESCRIPTION ISSUED BY A PHYSICIAN TO CLAIM THE ARE EXEMPT 7E ARE IN THE PROCESS OF PRODUCING A POSITION PAPER REDUCTION WHICH IS EQUAL TO PER CENT OF THE EXPENSES AND IS ON THIS ISSUE ALTHOUGH IT SHOULD BE NOTED THAT THERE ARE NO %5 CAPPED AT % FOR TAX YEAR OR TO PER CENT OF OTHER TAXES AS SUCH n 6!4 AND INCOME TAX ARE LEVIED AT NATIONAL LEVEL HEALTH EXPENSES IF HIGHER 7HILE TAX CUTS ON AN INDIVIDUAL BASIS FOR TAKING STEPS TO STAY #OMPANIES THAT BEAR THESE COSTS ARE ALLOWED TO DEDUCT THEM HEALTHY MAY BE DIFl CULT TO MONITOR OTHER %5 COUNTRIES SUCH FOR CORPORATION TAX PURPOSES AND THEIR EMPLOYEES ARE NOT AS THE .ETHERLANDS 0ORTUGAL AND 3WITZERLAND HAVE ALREADY LIABLE TO TAXATION ON THIS BENEl T DEMONSTRATED HOW IT CAN BE DONE SUCCESSFULLY VIA AN INDIRECT &ROM A GOVERNMENT PERSPECTIVE THERE ARE PRACTICAL METHOD n THROUGH 6!4 FOR EXAMPLE OR THROUGH INSURANCE CONSIDERATIONS &OR EXAMPLE THE TAX BENEl TS FOR PEOPLE COMPANIES SUBSIDISING HEALTH CLUB MEMBERSHIP AND MAKING SEEKING TO REMAIN HEALTHY AND ACTIVE HAVE TO BE RELATED TO THE THIS SUBSIDY TAX FAVOURABLE n AND WE BELIEVE IT WOULD BE MORE ABILITY TO MONITOR REDUCTIONS IN HEALTH CARE COSTS AND INCREASING PRACTICABLE TO USE THESE INDIRECT METHODS” @HEALTHY LIFE YEARS” january 2009 © cybertrek 2009 Read Health Club Management online 33 healthclubmanagement.co.uk/digital interview
david mobbs & kp doyle David Mobbs KP Doyle
were no credible healthcare operators Kate Cracknell talks to the group chief executive of – no healthcare brand, nobody with a Nuffi eld Health and the chief executive of Nuffi eld Health clinical track record – and the consumer Wellbeing about a new joined-up approach to healthcare was identifying that their needs were not being met. With Proactive, we had a proven track record in this area and we uffi eld Health is a integrated offering felt we could bring that to bear for the new national brand, “We went through a process about 18 consumer. The acquisition of Cannons launched on 2 June months ago of asking ourselves what the gave us a platform to enter this market.” 08, which will provide health consumer landscape would look “The fi tness industry, over the last joined-up healthcare like in the future and identifying areas 15 years, has been a ‘me too’ product,” “Nservices for the fi rst time in the UK,” says where we felt we could provide a public adds KP Doyle, chief executive of group chief executive David Mobbs. benefi t,” says Mobbs. “We identifi ed Nuffi eld Health Wellbeing. “I think what The new group consists of three three broad segments: treating a we’re doing is creating a whole new divisions: Nuffi eld Health Wellbeing, problem when it occurs at one end of sector. Our clinicalisation of the offering which encompasses corporate wellness the scale, maintaining and improving will make it a ‘stickier’ product – less provider Nuffi eld Proactive Health your health at the other, and a middle of a discretionary spend and more of a (Proactive), Cannons and Courtneys; ground of assessing and managing your must-have healthcare product.” Nuffi eld Health Hospitals; and Nuffi eld health risk – identifying, limiting and Mobbs continues: “We want the Health Diagnostics. The roll out of the managing problems. customer to feel that they are part of new brand, which started in the hospitals “Our consumer research identifi ed the Nuffi eld Health system. Most of division, culminated with the launch of that, at the health maintenance/ the time, they will simply improve and the new wellbeing division last month. improvement end of the market, there maintain their health with us. But when they need to fi nd out what’s wrong with them, we’ll help them with that and, Adopting a holistic when they have a problem to fi x, we can approach: fi tness do that too. Nuffi eld Health becomes as contributing to the dominant name across the whole a health outcome, healthcare landscape. not fi tness per se “However, if we are to realise our vision of joined-up health provision, we have to stitch our services together. We want to be in a situation where you might, for example, go to the club for pre-assessment and to get fi t before surgery, so your anaesthetic risk is lower. Then, after surgery, the club will take on aspects of your post-operative care. “Nobody has ever extended the pathways like that before – but no other organisation has our group infrastructure.” phase one Nuffi eld Health Wellbeing will continue to deliver integrated corporate wellness services in line with the existing Proactive offer, but that competency is also being assimilated into the consumer health clubs – formerly Cannons, now
34 Read Health Club Management online january 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital rebranded Nuffi eld Health Fitness and club. We want to take that, in a step-by- Senior wellbeing advisers conduct the Wellbeing – to offer a wellness concept step process, to the Cannons estate. Vi1 Health Assessment, which provides there. Wellness will also be brought up “But we would have confused our the basis on which to set goals the agenda in the Courtneys business – 175,000 members if we’d introduced Cannons’ local authority sites. all that on day one. So, on 1 December, or reach your goals, returning in nine or “Nuffi eld Health is a charity, and we simply introduced some of the core 10 months to be assessed again. If you’ve engaging with our local authority services our surveys said we needed improved, we believe you won’t leave.” partners to drive the healthcare agenda to provide – extra cleaning, towels for “It’s an outcome-based approach that through leisure centres is one we’re everyone – and invested in our people changes the whole emphasis,” adds going to be taking very seriously,” says to make sure the front desk services Mobbs. “We want people to understand Doyle. “PCTs should have funding to put were a bit more polished. the contribution that fi tness makes towards directed wellness programmes, “The new healthcare services were the to their health outcome, rather than and we’ll be able to prove very quickly other fundamental aspect of the launch. looking at fi tness per se.” the outcomes – and ROI – of any Across all of our clubs, we’ve introduced Doyle continues: “We have, at the additions we make to the sites. a new senior wellbeing adviser role – moment, 65 senior wellbeing advisers – “But the Cannons business is the one someone who has core competencies all brand new headcount – and around that really has to change,” he continues, in physiology. They deliver what we 150 wellbeing advisers. All are qualifi ed referencing Proactive’s site at law fi rm call a Vi1 Health Assessment, which is to offer advice on the gym fl oor Allen & Overy (see HCM Jan 08, p36) included in all membership packages, regarding daily lifestyle, nutrition, sleep as a template for the sort of integrated and act as mentors both to clients and and so on, as well as exercise. centre Nuffi eld Health now aims to offer to staff on the gym fl oor. “We think this career pathway – from in the consumer arena. “Allen & Overy “The Vi1 is a 45- to 60-minute fi tness adviser to wellbeing adviser, and offers physiotherapy, dentistry, health assessment that takes a snapshot of your ultimately senior wellbeing adviser, via assessments, fi tness, private GP and health at a certain point in time. You internal training and experience – is relaxation services, all joined up in one leave with various initiatives to maintain unprecedented in the health club january 2009 © cybertrek 2009 Read Health Club Management online 35 healthclubmanagement.co.uk/digital interview
industry, and we believe it will help us Nuffi eld Health Wellbeing will trial says Doyle, stressing that this will benefi t retain our staff.” some of its ‘version 2.0’ services at the customer as well as Nuffi eld Health. “From a customer perspective, we the new pilot site in Nottingham Mobbs agrees: “This isn’t about getting believe a broader range of people will be to a point where you ratchet up the price interested in engaging with our wellbeing assessment or post-surgical rehab, right because you have a waiting list. Apart from advisers than with, for example, a for the relaxation area, and go straight the commercial imperative, as a charity we personal trainer. We also believe our ahead for a swim or a gym workout.” also have a public benefi t imperative – we approach will appeal to a broader range Mobbs continues: “This is where it want to provide a degree of accessibility of people by moving away from running gets very exciting, because it pulls the to these services. What you do have to on treadmills that never actually get you whole business together. We’ll be able do is manage yield, offering differentiated to where you wanted to go.” to offer health maintenance programmes propositions and segmenting them to that relate to a specifi c lifestyle issue or maximise your capacity. The industry is outcome-based approach disease. Rather than selling an annual not good at this at the moment.” “We’ve started talking about our product membership, people will buy a health evolution almost in software terms,” says maintenance programme that includes a adding value Doyle. “What launched on 1 December membership component. Do they think other operators will follow was version 1.0. Version 2.0, which will “In tandem with that, we’ll be looking their lead, perhaps by partnering with be launched mid-2009, will include access at predictive screening. We may be medical or other healthcare providers? to the core competencies that exist able to identify if someone has a “When you look at the other health within the old Proactive business. predisposition to a particular health risk, club operators, they’re all venture “We have a new site in Nottingham, and we will then look at what they must capitalist backed, very highly leveraged which opened on 15 December, do – through fi tness, nutrition and so on with lots of debt, and none of them where we plan to pilot some of the – to avoid that risk being triggered. We think suffi ciently long term,” says Mobbs. services I would call version 2.0. may well be able to offer programmes “This isn’t something you can achieve We’ve designed the space to offer our across the whole of the Nuffi eld Health within three years and get an exit. This medical, relaxation and fi tness facilities platform, combining health clubs with is a very long-term strategy and might in a joined-up manner. There are no hospitals and diagnostics.” not appeal to some operators. entrance barriers – we hope to attract a Doyle adds: “There’s a long way to go, “We’re probably the best capitalised wider audience than just members – and but the platform is in place to allow us business in the industry, and I think you come in and turn left for a health to look at these kinds of services. we’re in a strong position to hold our “But we have to be very careful about nerve in the current conditions and how we get there, as we don’t want to focus on the product and the service disenfranchise existing members. Quite offering for the consumer. the opposite – we want to reward their “In general, I’m concerned by the way loyalty. And so, if they commit to us, for the market is reacting to the economic the next 12 months they’ll enjoy all the pressures at the moment. I hope, in benefi ts coming down the track for no 2009, people start to make decisions extra cost. Even for new joiners, the based on the added value our sector can increase in fees will simply be along RPI offer, rather than discounting. All the levels, in line with the competition.” research shows that companies which So how will Nuffi eld Health recoup its are successful during a recessionary costs? – in its fi rst year of ownership, it period, and which emerge stronger doubled the investment in the Cannons during the recovery period, have estate compared with recent years. developed propositions that add value to “Having defi nitive outcomes data means the consumer. That’s what we’re doing.” we’ll be able, as appropriate, to offer The Allen & Overy site will serve as customers direct referrals for further kate cracknell a role model for the consumer clubs diagnostic, hospital or wellbeing services,” [email protected]
36 Read Health Club Management online january 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital HEALTH CLUB MANAGEMENT HANDBOOK 2 HANDBOOK MANAGEMENT CLUB HEALTH
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january 2009 © cybertrek 2009 Read Health Club Management online 37 healthclubmanagement.co.uk/digital new opening Before and after The apartments before renovation (right) and the transformation that includes Live and Leisure (below)
living in harmony Vicky Kiernander talks to Theo Hendriks about Live and Leisure – a health and fi tness facility developed to his own very clear, community-focused brief
heo Hendriks doesn’t like hold 150 new apartments and luxury building corporation and be in charge of surprises: “They’re fi ne penthouses. “Our research showed that the entire building process.” at Christmas, but I don’t residents wanted a modern health and T want them at any other fi tness club with a full range of facilities taking control time of the year.” This but, more importantly, they wanted a The desire to lead was driven not by some explains why, despite the headaches, he place to socialise,” explains Hendriks. inner craving for power, but rather by enjoyed working on his latest project – But who would do it? With a 12- Hendriks’ extensive experience of running Live and Leisure – so much. “I had full year track record in the Dutch health successful health and fi tness facilities. “I control from start to fi nish,” he says, and fi tness industry and with 12 clubs know what makes a profi table health club with obvious satisfaction. operating under two brands (Capital and I also know that if you hand a project Live and Leisure is a full service health Sports and Family Fitness), the Sports over to a contractor, as most operators and fi tness club set amid a residential and Leisure Group (SLG), of which do, you lose control and end up with a scheme in Zwijndrecht, just outside Hendriks is CEO, was an obvious choice. club that doesn’t always work.” Rotterdam in the Netherlands. Forta, a Hendriks is also involved with Basic Fit, He refers to some of the enormous local building corporation, approached a brand of budget clubs offering facilities clubs that have sprung up in the Hendriks back in 2000 for some for %16 a month. With experience Netherlands in the last few years by way consultancy work. Forta wanted to across all types of facilities – budget, of example. “Very few are successful,” he know what type of facility would suit the family and large-scale multifunctional says. “It’s a well known fact that a health %70m development, which was set to clubs – Hendriks was more than qualifi ed club should be located within six to include the refurbishment of 444 existing to take on the project, but he had one eight minutes of your main target group. fl ats and the building of two towers to condition: “I had to work alongside the The chains were so intent on fi nding
38 Read Health Club Management online january 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital EUROPE
Clever ideas The health club includes three areas local residents can use for free, run by a community association
somewhere in prime areas that could bigger than you need and they always 2,000sq m (21,528sq ft) club offers accommodate such huge facilities that put pillars in the middle of rooms and everything that’s expected of a they didn’t ask themselves if they were pool halls. I wanted to design the club contemporary health and fi tness club. right for the local market. Not everyone exactly the way I wanted it.” This includes a 500sq m (5,382sq ft) gym is willing to pay for a centre with facilities Hendriks’ infl uence on the club’s – equipped by Star Trac, Spinning and they know they will never use. That’s design included combining the reception Gym80, with the addition of Technogym especially true for the Dutch.” and bar areas. His reasoning for this Cardio Waves and Precor AMTs – dance Running the project himself was is that only one person is needed to studios, group cycling studio, 20m x 10m certainly more time-consuming than greet members and serve drinks during pool, plus a sauna, steam and spa pool opting for the turnkey alternative, but it off-peak times, while more staff can be suite. Physiotherapy, hairdressing, dietary meant Hendriks could personally choose drafted in to cope with busy periods. It and beauty services are also available. all the sub-contractors for the project also keeps costs down and means less But these facilities alone wouldn’t and benefi t from the subsequent cost- unnecessary space. ensure SLG met its brief to provide the savings. For example, the construction social hub that the residents so craved. company selected for the job part- community club So it added something else – three areas funded the health club, leaving Hendriks Live and Leisure is a far cry from the totalling 400sq m (4,305sq ft) were to fi nd the remaining %2.5m. token fi tness facilities that are too often created within the club for locals, 90 per It also meant no surprises. “I’ve always found in hotels or in the basements of cent of whom are over the age of 50, hated working with architects because housing schemes. Open to the public as to use for free. An association was duly they can’t seem to design functional well as to residents of the housing formed and is now responsible for the space. The gym space is usually much development in which it is located, the vast array of activities on offer for this january 2009 © cybertrek 2009 Read Health Club Management online 39 healthclubmanagement.co.uk/digital new opening
group during the day. Run by volunteers Good value Apartment owners receive who own apartments in the from the community, these range from free membership to the health club development receive free membership pool and bingo to painting and card for a year and tenants’ membership to the club for the fi rst year, and those games. Seniors can also use the club’s is included in their service fee who rent apartments get Live and fi tness facilities at a discounted rate and Leisure membership included in their receive a 50 per cent discount on teas In addition to guaranteeing a busy club service costs,” Hendriks says. and coffees. In return for access to the during the day, this arrangement with Such an agreement means that club space, the association must provide the association frees up the space in the Hendriks is virtually guaranteed more one volunteer a day to help around evening, meaning SLG can use it to run than 1,000 members from the residential the facility – in the reception and bar, courses, such as mediation and yoga, for development but this, he says, is not for example, or in the small shop that the paying public. an excuse to get sloppy. Running a supplies everyday staples such as bread, successful health club is, he adds, all cereal, milk and coffee. adding value about adding value and giving something This clever combination attracts Launched in April 2008, Live and Leisure back to members. This is why members hundreds of seniors from the local needs 1,500 members to break even. It at Live and Leisure can expect free fruit community to the club – people who currently has 1,600 members paying and the occasional treat in their lockers, not only enjoy socialising with their between %50 and %60 a month, while such as free beauty packs. An agreement peers and the opportunity to work in seniors pay approximately %40 a month. with the resident hairdresser means they the facility, but who also hugely benefi t HealthCity, the rapidly expanding health receive a free hair cut once a year too. from being in contact with the wider club chain, has recently opened a club “The little things are very important,” community. “Some of these people feel within walking distance, which annoys says Hendriks. “Operators shouldn’t wait very isolated and lonely, so they love Hendriks, but doesn’t worry him. The to hit diffi cult times to re-evaluate their coming here and watching children take HealthCity club charges higher fees and businesses and improve their product. part in their activities and chatting to doesn’t offer a pool, nor does it benefi t They should be doing it all the time. families in the bar. It truly is a club for from SLG’s unique relationship with the “I can’t emphasise enough the the community,” says Hendriks. local building corporation. “All those importance of communicating with your members and making them feel special. It’s something this industry likes to talk about, but doesn’t do consistently. But if we can achieve this, I think we will ride out the recession.” It’s evident that Hendriks has enjoyed leading the Live and Leisure project and fi nds its success as a community club genuinely rewarding. But to date he has refused all other offers to develop similar projects. “Live and Leisure took eight years to complete and I feel I need a rest. And besides, none of these other companies would let me have control over the entire project. I might consider it if I could be in charge though.” It seems we may not have heard the last from Hendriks. Time to relax Facilities include a sauna, steam and spa pool suite vicky kiernander [email protected]
40 Read Health Club Management online january 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital Revitalise your spa business! Fresh thinking for challenging times
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january 2009 © cybertrek 2009 Read Health Club Management online 41 healthclubmanagement.co.uk/digital retention series
INDUCTIONS for RETENTION
Dr Paul Bedford outlines the key fi ndings of his PhD, which looked into what makes for a successful gym induction programme
etention has been a key business issue in the fi tness industry since R Dr Melvyn Hillsdon published his fi rst report on the subject in 2000 – the fi rst time scientifi c methods had been used to report what was actually happening in clubs regarding member retention. Subsequent reports began to unravel the behaviours of members during the adoption and maintenance phases of membership, and one key element was identifi ed: members who visited their club at least once a week in the fi rst four weeks were more likely to remain members over the longer term. As a result of this fi nding, many operators rushed to develop gym induction systems – often compulsory – that forced members to attend multiple appointments to ensure this four-visit frequency. However, although these inductions involved increasing amounts of clients’ time spent with an instructor – generally between two and fi ve hours over multiple appointments – little thought was given to the needs and preferences of the member, or to the content of the inductions beyond extending the amount of kit introduced. Having been interested in the concepts and processes of behaviour change since the mid-90s, I was intrigued to discover whether an induction process that © ANDRES RODRIGUEZ | DREAMSTIME.COM focused on teaching the principles of behaviour change would have any effect on the lifespan of new members. the study A PhD requires new knowledge to be generated, adding to existing knowledge within the academic fi eld. A search of previous research identifi ed that What makes a member stay? Bedford investigated the difference between a single, elements such as one-to-one support, simple induction and multiple inductions implementing social cognitive theory moderate intensity exercise, multiple
42 Read Health Club Management online january 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital Bedford’s inductions involved designing programmes that were specifi c to the member appointments and the inclusion of behaviour change strategies such as Social Cognitive Theory (Bandura 1977) had been effective at increasing physical activity. However, none of this research had been conducted with gym goers, and this is what my study set out to do. A suitable venue to carry out this research was identifi ed in London’s Central YMCA club and, over a fi ve- month period, 475 new members were recruited into the study. Existing fi tness staff, responsible for inducting new members, were trained in delivering the intervention that I devised. This was primarily based on the principles of Social Cognitive Theory, which is governed by three key factors – behavioural, personal and environmental – and states that all three will interact to create a change, and that a change in one will have an effect on the other two. Taking into account the existing RETENTION RATE BY TREATMENT RECEIVED literature, our induction consisted of four sessions which reduced in length from 60 to 30 to 20 to 10 minutes. The 60-minute standard fi rst was a standard gym induction, while ABOVE:PICTURE WWW.ISTOCK.COM/ARNE TRAUTMANN induction + 60 sessions two, three and four included minutes’ support behaviour change principles – such as identifi cation of motivating factors for participation, clarifi cation of barriers to exercise, evaluation of outcome and 60-minute process goals – as well as time to recap standard on exercise equipment. induction The four appointments were designed to be delivered independently over a four-week period. This meant different MEMBERS STILL PERCENTAGE fi tness staff could conduct the sessions, and allowed the new member to meet a
number of staff 100 during 90 80 the 70 initial 60 weeks 50 40 30 20 10 0 of membership – important in creating 0 1 2 3 4 5 6 7 8 9 10 11 12 13 a sense of belonging and to ensure, with MONTHS SINCE JOINING instructors working shifts, new members no intervention intervention always knew someone in the club. Sessions also included an opportunity – still a standard procedure across the practise while supervised. At no point for the member to demonstrate how industry – or the intervention group. should new members be shown what they had progressed between sessions. not to do – all demonstrations should Dr Hillsdon and I had agreed that changing behaviour be about correct technique. Positive a randomised controlled trial would A key element of behaviour change is language should also be used to reinforce be the best way to test the effect of self-effi cacy – a person’s belief in their the achievements of the member. the intervention. New members were ability to be successful. When exercises Our exercise programme design was therefore randomly assigned into either are introduced, it is vital that they also tailored to meet the individual needs a control group, who received the club’s are demonstrated correctly, with the of the member, with an emphasis on standard, one-off 60-minute induction member then given an opportunity to simplicity and low intensity in both CV january 2009 © cybertrek 2009 Read Health Club Management online 43 healthclubmanagement.co.uk/digital retention series
and resistance. It’s important to ensure new members are successful in the early stages of membership, avoiding over- complex and high intensity exercises. They will gravitate to this over time if they wish. results The members were followed for 12 months to observe changes in frequency of activity, exercise intensity and psychological processes – self-effi cacy, outcome expectation (the belief that exercise will lead to specifi c benefi ts) and outcome values (the value someone Good results: Attrition was much places on achieving their goals). lower when members received Survival analysis – the method of mutiple, more personal inductions
measuring retention rates advocated WWW.ISTOCK.COM/ PICTURE: in Dr Hillsdon’s reports – was used to calculate the results of both induction have been shown to be effective at In the case of our study, all participants processes. When all other factors – age, developing positive behaviours in fi tness had agreed to be involved – including gender, exercise experience, distance facilities as well as in clinical attending all four sessions, irrespective of travelled from home or work, and environments. Using existing staff and their previous gym experience. However, psychological processes – were taken into manipulating the staff timetable, it is in practice, new members who are account, 70 per cent of the intervention possible to provide additional support in regular exercisers and just transferring group were still members after 12 the early stages of membership, which gyms may not require multiple inductions months, compared with only 38 per cent has been proven to make a signifi cant – indeed, putting them through this may of the control group (see graph on p43). difference to retention rates. have a negative effect. Limiting inductions An attrition rate was also calculated This does not require specialist staff, for experienced exercisers will also free to identify the rate at which members but does require specialist training for up additional time to support those new left. This identifi ed that members in the your staff. All the staff delivering the to exercise. intervention group left at a rate of 24 per intervention at the Central YMCA were But it’s important to remember 1,000 members per month, compared to existing gym instructors with at least a that, while some new joiners may have those in the control group who left at a Level 2 NVQ, plus additional training in been members elsewhere, they may rate of 77 per 1,000 per month. behaviour change techniques based on never have got going. These are the In both groups, over the 12 months Social Cognitive Theory. people most likely to slip through the of the study, exercise intensity rose Providing additional support in the net when it comes to support, which gradually from moderate to vigorous. early stages of exercise adoption can be happens when staff assume that previous Overall visit frequency did not increase, fi nancially benefi cial. The intervention membership equates to competence and however, with the average weekly visits induction used in this study increased consequently provide an induction more remaining at two or fewer. the time spent with an instructor from suitable to an experienced exerciser. Self-effi cacy and outcome expectation 60 to 120 minutes over four sessions. In conclusion, successful induction both increased in all participants in The intervention group then stayed an programmes have common elements the fi rst three months. However, this average of seven months longer than the – identifying early on who does/ increased level was maintained only in standard induction – ie an appropriately does not require support, providing the intervention group, and declined trained instructor spending one multiple appointments in the early in the control group at three months. additional hour with a new member stages of membership that expose Members in the intervention group also in the fi rst four weeks provided an new members to a variety of staff, reported increased levels of confi dence additional seven months’ revenue. and including exercises appropriate in using the club and in their ability to However, while all new members should to the skill and fi tness levels of the maintain exercise in the future. have some form of induction to introduce new member. Successful inductions them to the club/fi tness team, ongoing also require behaviour change to be conclusions observations suggest that not all new considered – already common in other It is possible to increase membership members require the additional levels industries where this is the goal. Fitness length by manipulating the induction of support provided by the behavioural staff must also realise that the aim of processes. Behaviour change procedures change induction model we tested. the induction is to help the member to begin to use the facility with confi dence and competence, not to show how “ADDITIONAL SUPPORT IN THE EARLY STAGE much they know about every aspect of OF MEMBERSHIP HAS PROVED TO MAKE A programme design. paul bedford SIGNIFICANT DIFFERENCE TO RETENTION” [email protected]
44 Read Health Club Management online january 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital edited by katie barnes. email: [email protected] research round-up
People who draw up a detailed exercise programme are more likely to get fi t, say scientists from the University of Zurich plan of action
ogic says that health club members who plan an exercise programme and Lstick to it are more likely to reach their goals, but this is now backed up by research published in the British Journal of Social Psychology. The research focused on runners in the lead-up to a marathon, with most regulating their own training. However, with the New Year infl ux of new members – many of whom may have signed up to an event that requires PICTURE: WWW.ISTOCK.COM preparation through a well-designed fi tness schedule – there’s no reason why health clubs can’t learn from the fi ndings. Whether members are training for a running event, a trek in Peru or a cycle ride across Britain, why not offer to help them get ‘event fi t’? After all, achieving results for members by setting goals and Be organised: A detailed training plan is the key to success, say researchers providing the appropriate programming can all lead to improved retention. assessment, where participants were One month before the event, trainees asked to measure perceived vulnerability were running an average of 213 minutes train of thought to health problems; positive and negative a week – but there were big differences The research in question was led by Dr outcome expectancies of the training; between the participants, with some Urte Scholz from the University of self-effi cacy; and training intentions. running signifi cantly more than others. Zurich in Switzerland. It looked at how a It especially focused on three aspects When the big day came, of the 30 group of novice runners preparing for a of their motivation. Firstly, it looked people who took part in the study, 13 ran marathon conducted their training, and at action planning and how detailed or the full marathon, nine ran a half- whether or not they ran in the marathon. ‘concrete’ their running schedule was. marathon distance and one ran a The study was based on 30 adults – 26 Secondly, it touched on coping planning, two-thirds marathon – a legitimate option women and four men – aged between which covered how well they dealt with in the race. Seven did not run at all. 24 and 56. None of the participants had obstacles such as bad weather or injury. Looking back over the monthly previously received any formal training And thirdly, it measured action control, questionnaires, the most signifi cant and the event they entered was the where they checked how well they had differences between those who ran Gutenberg marathon in Mainz, Germany. stuck to their schedule. on the day and those who didn’t were The participants received a personal To keep track, participants gave an noted in the areas of action planning and training plan, developed by a personal estimate of how often they ran each action control – non-runners reported a running trainer, and took part in one week, and for how many minutes. They signifi cantly lower level than runners in weekly joint running session every also logged distance covered and times. both these variables. Sunday (organised by the trainer). It was the individuals who stuck to a Over the course of a year leading up going the distance more detailed exercise plan, increasing to the marathon, the runners completed Participants began with an average of their mileage most over the year, who 11 monthly questionnaires about their 152 minutes’ running a week, which were most likely to actually take part in, training. The questionnaire covered: risk increased by 6.1 minutes each month. and complete, the marathon. january 2009 © cybertrek 2009 Read Health Club Management online 45 healthclubmanagement.co.uk/digital free weights
MAKING ROOM FOR WEIGHT TRAINING
The days of spit and sawdust are long gone, but some operators are re-introducing more comprehensive weight training options to their clubs to meet customer demand. Guy Brown reports
here has been a marked increase in the number of operators integrating weights into more areas of their clubs, says Jeremy Navrady,T Escape Fitness sales and Delroy McQueen, a competition marketing manager: “The notion of having powerlifter, says most clubs have only one free weights area is outdated.” the kit to offer powerlifting He reels off examples of facilities that have invested in comprehensive weights offerings, including: Sheffi eld Hallam University (see case study p47); Fitness Sports Park, which recently invested Kevin Yates, national health and First Bedford, which has a dedicated PT in a heavy lifting zone; and The Athlete fi tness manager for Leisure Connection, zone that’s a fusion of weights with PT Performance Centre in Flintshire, which adds that a growing number of personal equipment; Wentworth Club, which has “the best functional zone” Navrady trainers are doing fi xed resistance and has a functional weights area; Gosling has ever seen. cable work, using equipment such as plate-loaded machines and kettlebells. He notes a change in philosophy away LEISURE CONNECTION – HARPERS STEEL from fi xed time periods on CV machines and towards functional training. eisure Connection is launching club. “We have to get a lot right in its Harpers Steel gym brand as terms of, for example, education – powerlifting growth case study case L a predominantly (95 per cent) instructors will need an advanced However, in spite of this move towards resistance-only club. “We’re taking personal trainer qualifi cation – and functional training, and although some the old bodybuilding gym but making safety, as there will be a lot weight health clubs offer a full weight training it a more user-friendly facility,” says plates and dumbbells around.” option (see case studies), most are not Kevin Yates, Leisure Connection’s It has been done successfully yet fully embracing weight training. national health and fi tness manager. elsewhere. “Gold’s Gym is already Dave Hembrough, a strength and The gyms will be independent doing similar things in terms of conditioning expert at Sheffi eld Hallam of existing Harpers facilities. The resistance. We visited Gold’s Gym in University, breaks down weight training fi rst will be a trial site, due to open Venice Beach, which is regarded as the into three principal forms: weightlifting, between late April and June this year. Mecca of bodybuilding. It was packed (the clean and snatch and their derivatives The 929sq m (10,000sq ft) site will with people resistance training. You as you see in Olympic weight lifting offer 114 stations of plate-loaded have 60- to 70-year-old ladies in there events), strength training (using resistance resistance equipment, with each area doing seated leg presses, which makes methods like free weights and weight zoned by body part. There will also you think this is how it should be. The machines, as associated with bodybuilding) be movement corners, reaction walls, community spirit is a lot better there, and powerlifting (squatting, deadlifting and basketball and boxing, a DJ booth and too – people are talking and having a bench pressing). Powerlifting in particular wide range of supplements. great time. Maybe [in the UK health is enjoying unprecedented growth thanks Yates is not underestimating the club industry] we got lost by selling to increased media coverage, says Mark challenge of setting up a resistance loads of treadmills and CV.” Norton, president of the British Drug Free Powerlifting Association.
46 Read Health Club Management online january 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital Uplift Escape reports a growth in functional training incorporating free weights – but how any clubs are really embracing weight training?
SHEFFIELD HALLAM UNIVERSITY, SHEFFIELD
heffi eld Hallam University has three different training Cable Motion Dual Adjustable Pulley as well as plyometric environments – two public health and fi tness areas and platforms, speed ladders and an integrated force plate. case study case S one sports performance room – each of which features The two public health and fi tness areas include free weights, weightlifting components. power racks and lifting areas. The Club Hallam Health and The High Performance Hallam Strength and Conditioning Fitness Suite at City Campus – a 75-station facility equipped area at the Collegiate Campus offers the most extensive by Life Fitness – includes Signature Series and Hammer weight training options, including six Olympic lifting Strength Motion Technology Selectorised (MTS) Series among platforms. Going forward, it will also offer an SAQ [speed, its resistance options. There is also a personal training area agility, quickness] and plyometric area equipped by Life which includes a Life Fitness Cable Motion Dual Adjustable Fitness and Escape Fitness. This will include another Pulley and free weight options including medicine balls.
january 2009 © cybertrek 2009 Read Health Club Management online 47 healthclubmanagement.co.uk/digital free weights
BODYCOACH FITNESS, BURY ST EDMUNDS, SUFFOLK
haron Clare, owner of Bodycoach Clare says Fitness gym, is a personal trainer, Bodycoach Fitness has case study case S an international professional natural succeeded in attracting bodybuilder with the British Natural both males and females Bodybuilding Federation team, and a former to free weight training. Miss Britain Physique. She specialises in She values the “results- strength-based personal training – her based” nature of free weight training, facility offers a full range of resistance which increases lean muscle mass that, in machines, as well as free weights, dumbbells, turn, helps decrease body fat and generate barbells and some plate-loaded equipment. discipline, focus and self-confi dence.
He says there’s a perceived clash “There’s a high failure rate at of cultures but points out that, in the the moment, partly because of the Kettlebell instructor Steve Angell says US, lifting weights has always been technicality of some of the lifts,” says weightlifting is the norm in US gyms accommodated successfully in standard Hembrough. “[Instructors] lack the gyms. Hembrough believes this can necessary skills and knowledge. But, as “Powerlifting is much easier to be partly attributed to the collegiate they gain these, it will defi nitely have provide for because it’s just squat, sport environment in the US – a large an impact on the health and fi tness bench press and deadlift,” says Delroy volume of people have had exposure market.” The British Weightlifters’ McQueen, a personal trainer and to weightlifting through this, which Association (BWLA) also provides a competition powerlifter. “It needs much transfers into health clubs in later years. basic qualifi cation, adds Hembrough. less space than weightlifting, and a lot of McQueen believes a lot of personal health clubs have a squat rack and bench instructor implications trainers would have the qualifi cations press station already.” A reinforced The mainstream gym population in to teach the basics of powerlifting, lifting platform would be the main the UK is not weight training savvy – but that they wouldn’t know advanced addition necessary. and neither are most instructors, powerlifting techniques, as training and However, the majority of mainstream believes Angell. Hembrough adds that qualifi cations provided by organisations clubs still steer clear of full weight technical instruction is sub-standard, such as BWLA and UKSCA only tackle training. “Some health clubs have some and that standard fi tness qualifi cations basic powerlifting knowledge. good kit and the potential to offer do not include the relevant training to Angell reveals a further certifi cation [weightlifting and powerlifting], but instruct weight lifting. snag for weight training. He says they don’t,” says Steve Angell, personal The United Kingdom Strength and certifi cation from organisations such as trainer, senior kettlebell instructor and Conditioning Association (UKSCA) BWLA and UKSCA meet with resistance nine-times weightlifting world champion. provides accreditation at four levels, from the certifi cation guardians of the “They make it pretty clear it’s not the with entry possible at any level subject health and fi tness industry, REPs. kind of thing they want in their facility.” to prior knowledge and experience. Ben Gittus, SkillsActive’s standards manager, says: “For fi tness instructors to gain entry onto the Register, their PF2 HEALTH CLUBS qualifi cation needs to cover a range of skills including weights, CV equipment, F2 Health Clubs are kitted ensure that members are taught to and health and safety, for example. out with Precor kit, plus a full use the equipment correctly. These qualifi cations need to refl ect case study case P range of free weights, dumbbells “It’s clear to see from the clubs the full range of national occupational and barbells. “We also have a ‘James that the popularity of strength work standards that have been agreed and set machine’, allowing members to benefi t is increasing among our members,” by employers in the industry. Specialist from the same safety features found says Noble. “We’re permanently weights certifi cations often do not cover on a Smith machine but with a much writing new resistance programmes, this full range of skills. greater range of movement,” says and more and more members are “REPs fully supports instructors managing director Richard Noble. participating in BODYPUMP classes.” specialising in the integration of weights PF2 clubs are split into four sections Noble says that by educating into programmes, and agrees it’s a – a cardiovascular area, a free weights members on the benefi ts of strength growing area. However, members of area, a resistance machine area and a workouts and the need for a balanced the Register will normally specialise studio with a sprung fl oor. training programme, they’ve been able in this area through their continuing Weight training programmes are to encourage people who’d normally professional development. REPs can fully available and group training is included miss out weight training to include this recognise specialist weights courses as in the membership fees. Instructors important element in their programme. endorsed CPD activities.”
48 Read Health Club Management online january 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital INDEPENDENT
OPERATOR FOCUS
HIRST WELFARE CENTRE, ASHINGTON, NORTHUMBERLAND
he Hirst Welfare Centre is a multi-use community case study case T facility that offers both Olympic weightlifting and powerlifting. The club has several regional and national champions, with some of their elite lifters also competing internationally. Business at the centre supports the argument that the popularity of weight training is growing. Rob Story, health and fi tness development worker at Hirst Welfare Centre, says a lot of new users to the centre have stated they have only joined due to the The Hirst Welfare Centre counts extensive range of free weights several weightlifting and powerlifting compared with other local centres. champions among its members
HIREP GYM, FOLKESTONE
irep Gym is a 280sq m of a lot of Olympic sports with far (3,014sq ft), traditional weight fewer people involved,” he says. case study case H training gym owned by Alan He adds that Britain has had more Collins, himself a world champion and world champions in powerlifting world record holding powerlifter. than in any other sport, yet they The gym has a mixture of old get the least recognition. That is Nautilus kit, Hammer Strength and changing, though, with the British other similar machines – more than Championships now being picked up 70 stations catering to bodybuilders. by Sky TV. There is also Strongman kit such as the Raask stones (more commonly known as Atlas Stones) which are synonymous with the World’s Strongest Man Super Series. Competitive powerlifting requires equipment engineered to a high specifi cation. There are different bars depending on the federation, and Collins says the weights have to weigh exactly what they say to be used in competition: “We have some Ivanco weights and a full set of Eleico plates – around 10 tonnes of plates in all.” The gym also has a power rack, which uses rubber bands in conjunction with weights, enabling variable resistance over a range of movement. Hirep Gym also uses big heavy chains on bars, and ball pressing. Powerlifting is enjoying a surge Hirep offers a wide range of strength in popularity, according to Collins. kit, including 10 tonnes of plates “Powerlifting is not as small as people tend to think. It’s often referred to as a minority sport, but I can think guy brown [email protected]
january 2009 © cybertrek 2009 wellness centres
Duncan Jenner reports on the integrated wellness offering at St Peter’s Centre in Burnley
PCT (ELPCT), which was in the process of a strategic review of health services, THUMBING A LIFT and Burnley Borough Council, which was conducting an independent assessment t Peter’s Centre – a local authorities in terms of health and of its leisure services – in particular the combined leisure and deprivation indices. The population suffers future of the ageing William Thompson primary care hub in from higher rates of long-term illness and Leisure Centre. Burnley, Lancashire – signifi cantly lower life expectancy than Both studies identifi ed the need for opened in 2006. Extending the national average, and there are many facilities in the centre of Burnley, at to almost 20,000sq m (215,278sq ft) other lifestyle-related issues – high levels which point the PCT and the council and costing nearly £29m, the centre of circulatory disease and coronary heart began to talk about the possibility of fi ts into the increasingly popular disease, for example, as well as teenage combining their projects. It was decided model of comprehensive, integrated pregnancy rates. By offering a more to scrap the existing William Thompson wellness services and offers a powerful integrated approach to primary care, Centre, with its prime town centre demonstration of how joined-up thinking giving valuable links between health care location, and utilise a nearby site to can generate exciting, creative solutions. and exercise, St Peter’s Centre addresses house both the new leisure facilities With its pockets of social and economic such issues directly. and the wide range of health facilities deprivation (see information box, The scheme came about as a result of required (see information box, p51), all p52), Burnley is in the bottom fi fth of simultaneous reviews by East Lancashire under one roof.
50 Read Health Club Management online january 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital People are starting to realise that physical activity can be for them – ‘ordinary’ people
Landmark building (left and right) St Peter’s Centre is the tallest building in Burnley, with a glass atrium as its focal point
Burnley’s position in the bottom 20 per cent of local authorities meant it fell into the Spearhead Group, targeted for improvement on both local and national agendas, and the PCT was already well on the way to establishing a project team for local regeneration work – it had already secured a delivery partner, the Eric Wright Group, for the construction of new facilities across the area through the Local Improvement Finance Trust (LIFT) scheme. LIFT is a major national programme from the Department of Health FITNESS HEALTH (DH), which aims to invest more than s 25m x 15m main pool and 12m x s Five GP practices £1bn in primary care premises across 10m learner pool with movable fl oor, s GP emergency out-of-hours service the country. The scheme is fl exible, plus seating for 200 spectators s Treatment rooms depending on the needs of each PCT, and s Health suite with sauna, steamroom s 24-hour pharmacy a range of facilities can be delivered, from and spa pool s Dentistry GP premises to community hospitals to s 90-station Precor fi tness suite with s Physiotherapy integrated joint service centres like St full AV system s Cardiac services Peter’s. There have been several waves s Two dance studios s Podiatry – the East Lancs LIFT initiative, including s Four-court sports hall with separate s Community nursing the construction of St Peter’s Centre and one-court hall for martial arts, s Musculo-skeletal therapy the regeneration of Burnley town centre, gymnastics and private hire s Chaplaincy was one of 12 second-wave schemes s Two glass-backed squash courts with s Family planning announced early in 2002. spectator viewing and coaching areas s Speech and language therapy The scheme is run by the Partnerships s Crèche s Minor surgery suite for Health (PfH) company – owned by the s Café DH – which establishes a LIFT company The building was a fi nalist in both the Local Government Chronicle Awards and Municipal Journal (LIFTCo) with the local NHS, PfH and a Awards. It was winner of the National Local Government Chronicle/Health Service Journal award, private sector partner all as shareholders. the Tacking Health Inequalities award, and a regional winner of the RICS award The LIFTCo owns and maintains the january 2009 © cybertrek 2009 Read Health Club Management online 51 healthclubmanagement.co.uk/digital wellness centres
building and leases the premises to PCTs, £500,000 from the Neighbourhood might have liked to use Combined Heat GPs, local authorities and so on. Renewal Fund and £350,000 from the and Power (CHP) across the board.” While very similar to the PFI Single Regeneration Budget, with the rest Another challenge stemmed from the scheme, LIFT typically offers good coming from the PCT. broad remit of LIFT and the fact that levels of fl exibility for health tenants, With the entire process so deadline- leisure provision is not its sole focus. with attractive short-term leases. The driven, there were some clear Nightingale – as the architect across the common approach, using the same challenges. Justin Harris, director of whole East Lancs LIFT scheme – had partners across a range of projects, also Nightingale Associates, the architect for not previously delivered a public 25m offers economies of scale and speed the scheme, says: “While we had a very swimming pool. However, says Harris: as additional advantages – once the well developed brief, the timetable was “We were fortunate to be able to LIFTCo is set up, very little additional demanding. We went from initial designs work very closely from the outset with procurement usually takes place. to planning in about six months.” He a number of partners – including the adds that the strategic review of leisure operator (Burnley Borough Council) and services had already made reasonably various specialist contractors. I know In the case of St Peter’s, the entire specifi c recommendations about the it’s a cliché, but if the partnership hadn’t process from concept to opening was facilities required, so scheduling and worked really well, we simply wouldn’t completed in just over 18 months – a truly scoping processes were well underway. have fi nished the project on time.” rapid turnaround for such a substantial Had there been more time, however, Mick Cartledge, director of community scheme, but not without its drawbacks. Harris feels they might have made a few services, says that the deadline had the Both the PCT and the council had set tweaks from a design and engineering effect of focusing the collective mind strict deadlines for completion of the perspective: “We would perhaps have of everyone involved. Nevertheless, he project, in addition to which some of the liked to push the engineering of the confesses: “There’s one thing I would funding – such as the £1m Big Lottery building a little further. As the health do differently. We transferred from our Fund grant from Sport England – had to be facilities and the leisure offer have split old centre to the new one in just two activated by a certain date. Other funding management, we took slightly different weeks to minimise the impact on existing sources included £7m from the council, approaches to the heating and energy. We customers. Staff were amazing and some worked through the night, but an extra week may have resulted in fewer grey hairs for a number of people.” Lang agrees: “We closed on Sunday urnley, population c.90,000, is a participate in 30 minutes of sport and had a soft opening on Friday. town located in the north-west at least three times a week, placing Fortunately we didn’t have to recruit B of England which developed and Burnley in the middle quartile nationally. many new staff. We brought most over grew with the industrial revolution. For most other KPIs – covering tuition, from the William Thompson Centre, so The gradual decline of the textile sports club membership, volunteering they had experience.” industry in particular has had a and taking part in organised competitive dramatic impact on the town today, sport – Burnley was placed in either the and there are pockets of signifi cant middle or bottom quartiles. One of the greatest challenges for social and economic deprivation. The exception is KPI 6, satisfaction projects of this nature is creating an The town made the national with local sports provision, which environment that’s welcoming and headlines for all the wrong reasons scored 75.5 per cent against a national accessible. At the root of many people’s in June 2001, when racially-motivated average of 69.5 per cent. This suggests uncertainty regarding the concept of tensions developed into major riots. that the development of new facilities wellness centres, or polyclinics, is the The smoothing of community relations and an improved overall service is being sense that the atmosphere and personal and development of schemes to noted and well received by locals. This quality of the services offered by GPs in encourage social cohesion have been a development is ongoing – the Padiham traditional clinics will be lost. major point of local policy ever since. Leisure Centre is currently being Harris says addressing this issue was The Active People survey of 2006 refurbished at a cost of £1.25m and is a priority. “This is a very substantial showed that 19.7 per cent of adults due to re-open in July 2009. building, but we didn’t want it to be intimidating or too clinical. We’ve tried to create a lot of natural light and comfortable waiting areas, avoiding corridors. This has meant small, intimate spaces. The site constraints meant that the footprint is not large, but there was scope for building upwards.” At 10 storeys, this potential was certainly realised – St Peter’s is the tallest building in Burnley. The team also tried to ensure that community consultation was at the top
52 Read Health Club Management online january 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital The five-year membership target was achieved in just over one year
of the agenda. It developed various focus groups, through the Community Action Network, to work with traditionally hard to reach groups and improve engagement. These included the patients’ and Asian women’s forums – as a result of the latter, programming in the pool now allows for women-only sessions. Visually-, physically- and hearing-impaired people also sat on the design team, offering advice on things like using contrasting colours and symbols for way- fi nding and signage, rather than words. The main glazed atrium is the most striking feature and the centrepiece of the whole facility, acting as a vibrant, colourful hub for both the health and the fi tness facilities, and featuring commissioned sculptures which were partially funded by an Arts Council North West grant. A 90-station fi tness suite is located at the heart of the centre, overlooked Integration Visitors do not need to leave the building to move between health and leisure by anyone coming or going. Paul Foster, leisure development manager with health awareness initiatives, previously successful engagement and increased Burnley Borough Council, says this delivered from another venue – says the participation and it’s had a greater visibility has had a positive effect on difference in uptake of all schemes since impact than we anticipated. From a encouraging activity: “We were a bit the collaboration has been dramatic: “In service perspective, it’s been fantastic to concerned that the general public might the case of exercise referrals, a patient have the council’s sports development be a little intimidated seeing young, fi t can be seen by a medical practitioner, team in the same building as facilities people pounding on the treadmills, but it then we often come to see them straight management, along with the Healthy hasn’t been that way – it’s used by a really away, without them even leaving the Lifestyles team. We’re already becoming diverse cross-section of people, so it’s building. The drop-off from prescription more integrated – it’s a hub from which had a great effect.” Zilpha Lang, centre is therefore much smaller. we can work more effectively with all manager, adds: “People are beginning to “The closer working relationship partners in a variety of ways.” realise that physical activity can be for between leisure services and health Stewart Ingham, marketing manager them – ‘ordinary’ people – as well.” services has also manifested itself in at Burnley Borough Council, adds: “Like The need for a facility that encouraged many subtle ways, such as installing any new facility, St Peter’s attracted a integration was paramount. The building healthy options in vending. Tackling lot of preliminary interest – more than is split in terms of the PCT (health) and health inequalities is very much a 10,000 visitors toured in the fi rst four local authority (leisure) managed areas, process of gradual chipping away.” days of opening – but this has been but the clear synergies between some The project has also helped give sustained. We continue to attract an of the services on offer – physiotherapy exercise a new level of awareness, she average of 120+ new members a month, and fi tness, for example – needed to be says: “Just getting some people in the due mainly to the combination of high refl ected in the layout, allowing for easy building – many of whom are from the quality facilities and a very competitive transfer. As a result, physiotherapy, for most deprived backgrounds and with pricing structure.” He adds that the fi ve- example, has its own entrance to the physical activity not on their agenda – has year membership target was achieved fi tness suite to facilitate rehab sessions. been a terrifi c achievement.” Lang agrees: in just over one year, with a 50,000 Linda Searle, manager of the local “We’re seeing a lot of new faces. We’re increase in number of visits compared to Healthy Lifestyles programme – the delivering new services and classes, and the old William Thompson Centre. umbrella term for the exercise are reaching a totally new audience.” prescription, weight management, cardiac Foster continues: “The whole project duncan jenner rehab, stop smoking clinics and other has provided the stimulus for more [email protected] january 2009 © cybertrek 2009 Read Health Club Management online 53 healthclubmanagement.co.uk/digital ihrsa review
back to basics
Kate Cracknell highlights the key themes emerging from this year’s IHRSA European Congress, and summarises the fi ndings of the IHRSA European Market Report 2008
he eighth annual IHRSA in the world, but the largest airline full “Today’s consumer is very savvy, using European Congress took stop. The company aims to achieve this by the internet to compare deals. There’s place in Lisbon, Portugal, focusing on its core offering and delivering no middleman any more. The consumer T from 23–26 October this consistently well. People don’t is king, and becomes loyal almost 2008, and attracted more need gimmicks when fl ying, said Ryan, subconsciously through experience. than 400 attendees from 25 countries. they need punctuality, modern aircraft, Other airlines might sometimes have a The event, which offers a combination professional staff and consistently low cheaper fl ight than us, but people always of presentations, seminars and fares. By offering this – “a simple model in come to us fi rst to check.” networking, was held in conjunction with a complex fi eld” – he believes Ryanair has Industry consultant Rod Hill picked the launch of the 2008 IHRSA European redefi ned value and service. up on a number of points made by Market Report (see our summary on p56). “You have to remain true to your core Ryan when he spoke about the greatest The Congress keynote by Kell Ryan, co- business and not try to be all things to opportunities and threats facing the founder of Ryanair, was followed by two all people,” Ryan continued. “If you want health and fi tness industry today. “In days of thought-provoking presentations, to eat, go to a restaurant. If you want to recessions, people think about their many of which revolved around common fl y, go to Ryanair.” health more than at other times,” he said, themes – leadership, member service, staff Believing in the potential of your staff suggesting that, as they realise they may motivation – and, says IHRSA director of is also key, he continued, as is securing have to work later into life than expected Europe Hans Muench, “provided valuable their buy-in and sense of ownership of – and that they need to stay healthy to do strategic and operational insights into the business – “passion drives a business”. so – they will keep exercising. He drew a growing in diffi cult times”. He said that Ryanair staff are highly comparison with the hospitality industry paid compared to other airlines and all by quoting hotelier Horst Schultz: “I will passion drives profi t have share options, ensuring it’s in each not accept the explanation of a recession In his keynote speech, entitled Leading a and every one of their interests for the negatively affecting the business. There Business Revolution, Ryan spoke about business to do well. are still people travelling. We just have to entering uncharted waters and Ryan also encouraged delegates to get them to stay in our hotel.” redefi ning business models. embrace the internet, which he said has Price matters, continued Hill, picking The aim for Ryanair, he said, is for it to transformed Ryanair’s business – 96 per up on a key theme of Ryan’s speech – and become not just the largest budget airline cent of all bookings are now made online. the mid-market is under attack. However, Hill sees commoditisation as the biggest threat: “People can always build a club cheaper than yours”. We must build a brand, selling on emotional benefi ts rather than price, he continued. Fitness is about making people look and feel better. It’s about combating illness. “We should be able to build a brand around this.” Key to this theory is going back to basics – to hands-on passion and getting service right. “We’re not in the coffee business serving people. We’re in the people business serving coffee,” a Starbucks employee once famously said. Fitness should also be approached from
Keynote speaker Kell Ryan (centre), co-founder of Ryanair, talks to delegates at the IHRSA European Congress
54 Read Health Club Management online january 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital PICTURE: WWW.ISTOCK.COM/PREBEN GRAMSTRUP WWW.ISTOCK.COM/PREBEN PICTURE:
The eighth annual IHRSA European Congress was held in Lisbon, Portugal, and attracted Managers need to innovate 400 attendees from 25 countries when everyone else is this perspective, said Hill. Staff motivation maintaining the status quo is a fundamental factor, he added, echoing Ryan in his observation that passion makes profi t: “We need to give staff the ownership mentality so they’ll go the providing confi dence through constant key to customer engagement. Good extra mile.” Howard Schultz, chair and communication. They need to lead from service is key to repeat custom and, in CEO of Starbucks, once pointed out that the front, doing the little things right but fi tness, it is the responsibility of poorly retail and restaurant businesses live or also being strong enough to innovate paid instructors to deliver this service. die on customer service, but that those when everyone else is maintaining status But they will deliver if they’re happy, said acting as the public face of the business quo – adapting, sharpening focus and Furnham, and they will be happy if they are badly paid. Fitness faces the same streamlining processes. “Simple ideas are well managed. issue, observed Hill, and we must do applied in tough times can have dramatic what we can to engage the hearts and consequences,” he added. inspiring change minds of our staff. Managers must also understand how Nic Jarvis, senior partner at The to motivate their staff – giving them Alignment Partnership, continued on happy staff, happy members meaningful work and the information this theme in a presentation that looked Adrian Furnham, professor of psychology needed to do it, demonstrating long-term at the role of leadership in creating a at University College London, took the commitment to their career development, retention-based culture. baton in a presentation that looked at seeking their ideas and involvement in For a club to be successful, he said, it the importance of good management in decisions, providing regular feedback, must retain members – and to do this, we staff motivation and retention, and at the creating a sense of community. have to achieve results for the customer. vital importance of this in a recession. “Pay is not a powerful motivator, but If we set out with this goal in mind, Bad times mean the survival of the it is a powerful demotivator,” Furnham he continued, we would be measuring fi ttest, he said. Today’s conditions are a continued. Pay people what they’re customer results, but how many of us test of leaders and managers, demanding worth in the marketplace, as salary are doing this? Not only are few of us creativity and new thinking and satisfaction is not absolute but relative – measuring these results, he ventured, but accelerating the need for change. staff always want to know how their pay many members don’t even know what So what makes a good manager? compares to that of their colleagues. they want to achieve. Without a clear Particularly in diffi cult times, he And why does all this matter? Because goal, they can never be satisfi ed that they said, leaders need to be visible, staff motivation and job satisfaction are have achieved it, and they will leave. january 2009 © cybertrek 2009 Read Health Club Management online 55 healthclubmanagement.co.uk/digital ihrsa review european market
Tapping into a member’s intrinsic motivation to exercise and constantly report 2008 interacting with that member, creatively fi nding ways to help them achieve their deep-rooted goals, is key – but, said Jarvis, very few instructors think this way. People come into the industry with a passion, he explained, but then they lose it. “Something’s wrong with an industry when it takes people’s passion away.”
Echoing previous presentations, Jarvis PICTURE: WWW.ISTOCK.COM/PETERGARBET spoke about the importance of frontline staff in member retention. “If staff can’t do something, we send them on a training course,” he said. “But very often they’re simply not using the skills they already have. All staff have the skills to talk to a member, for example. They just don’t do it. The problem is their attitude.” Attitude, he said, is based on a company’s culture – its fundamental belief system – which is dictated by its leaders. If the CEO were to point out a member and ask instructors how that he 2008 IHRSA European The 2008 IHRSA European Market person was doing, it would communicate Market Report presents a Report provides a snapshot of the to staff that member results were snapshot of the estimated European health and fi tness industry important. It is not what you say but T `22.76m European what you do that counts; leaders must health and fi tness market, across the six countries with, on this invest their own time in the things they profi ling the leading European countries occasion, interesting year-on-year shifts want their staff to focus on. and providing an overview of trends. noted in gender split and age groups. And everyone can be a leader if they The UK remains the largest market There were two signifi cant changes in have the right attitude, according to Jarvis. in terms of value – `4.75m compared the profi le of UK membership. Firstly, Leaders must inspire a shared vision and to second-placed Spain on `3.6m. It 53 per cent of all members were male in empower people to deliver it through a ranks second, after Spain, for member 2007, marking a 7 per cent change from culture of personal responsibility. They numbers (7.2 million), but manages only 2006 when the majority of members must challenge the process and change equal fourth in terms of penetration – were women. A similar change was what’s not working in manageable steps, after Spain, Sweden and the Netherlands. noted in Spain – a 6 per cent shift continually assessing progress. In the meantime, both in terms of towards males, who now account for The principles of leadership and the number of members and penetration 53 per cent of members. In the other process of change are the same at both rates, Spain has risen from second place four markets, the majority of members an individual and a company level, Jarvis last year to rank fi rst on both measures, are women, ranging from 52 per cent in added. If we instil leadership attributes with 7.5 million members and 16.6 per Germany to 73 per cent in France (up in our staff, they’ll use them with our cent penetration. from 66 per cent in 2007). members – understanding them, setting The second shift in the UK was a a desired outcome the member can own, updated profi les growth in the proportion of younger planning for success by keeping it simple, Of the 40.7 million members across members. In 2006, 5 per cent of UK encouraging them, tracking results. At Europe, IHRSA’s annual consumer members were aged 14–17, 36 per cent the moment, however, the industry keeps tracking study conducted by GfK were 18–34, 38 per cent 35–54, and 21 doing the same thing without getting indicates that 31.85 million are located per cent 55+. In 2007, only one of these the desired results, Jarvis concluded. within the six dominant markets – Spain, groups remained static – the 35–54s, Changing beliefs – challenging a culture the UK, Germany, Italy, France and the dropping just one point to 37 per cent. – is hard. It can only be delivered by Netherlands. The study observes the The 55+ age group now sits at just 14 signifi cantly and consistently changing differences in health club membership per cent, while 14–17s are on 8 per behaviours and, with it, fi nding evidence to support a new belief system. But if the industry is to survive, we have to change. The UK is the largest market
The ninth annual IHRSA European in value – %4.75m compared to Congress will be held in Dublin, second-placed Spain on %3.6m Ireland, on 22–25 October 2009
56 Read Health Club Management online january 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital MEMBERS (MILLIONS) MARKET SIZE (MILLIONS `) ` 40.7 22,758 All numbers are estimates only, based on the industry data that has been obtained through market research and calculated as `
4,752 follows: (average price per month x number of members) x 12 (months). No secondary spend has been included. ` 7.5 3,600 ` ` 7.2 2,970 2,903 ` ` 5.9 2,010 ` 5.5 1,440 1,238 3.35 2.4 ` 648 ` ` ` ` ` ` ` 0.74 1.5 ` 370 0.56 0.55 ` 0.54 0.48 ` 0.43 323 353 324 1.4 0.41 0.35 331 0.0158 0.25 297 258 0.6 0.6 ` 222 0.004 0.009 0.15 0.035 0.035 0.035 189 216 0.2 ` ` 105 ` ` ` ` ` 77 72 ` 18 14 13 2 3 9 Total Spain UK Germany Italy France Netherlands Russia Sweden Greece Portugal Belgium Norway Switzerland Finland Denmark Ireland (Rep) Austria Turkey Poland Hungary Rep Czech Lithuania Latvia Slovakia Estonia Slovenia Bulgaria Total UK Spain Italy Germany France Russia Netherlands Sweden Greece Finland Portugal Belgium Norway Switzerland Ireland Austria Denmark Turkey Poland Hungary Rep Czech Lithuania Slovakia Latvia Estonia Slovenia Bulgaria
cent and 18–34s on 41 per cent. The s Germany: Low budget clubs are very MEMBERSHIP 18–34 age group is also the largest in popular – McFit is the market leader PENETRATION RATES
Spain and Italy. In Germany, France and in terms of membership numbers. 16.6% the Netherlands, people aged 35–54 However, a National Register presents 14.7% represent the majority. an opportunity for premium facilities – 14.5% consumers can search for clubs employing market movements trainers with specifi c expertise/ The report also provides observations certifi cations, while insurers can search % 11.9 % 11.9 on the individual marketplaces, with for clubs to partner in wellness initiatives. 10.5% 10% points of note including: Italy and Spain: Fragmented markets 9.5%
s 8.9% s Austria: Huge success of the annual 7 with a high proportion of independents.
Days for Fitness campaign (see HCM Oct In Italy, leading players account for less 7.2% 7.1% 08 p12), with 70,000 trial memberships than 2 per cent of total market share. 6.7% 5.7% 5.7% 5.4% downloaded from the website this year s Netherlands: A growing focus on 5.0% – signifi cant considering Austria had only specialised programming has seen a rise 412,000 health club members in 2007. in the provision of youth fi tness and the s Belgium: The number of commercial creation of the Wellness Club network. 1.0% clubs decreased from 842 to 817, but Formed in 2007 by 14 operators, this membership grew from 500,000 to allows members to search online for Spain Sweden Netherlands Norway UK Finland Ireland (Rep) Italy Denmark Switzerland Germany Greece Belgium Portugal France Austria Russia 600,000 members. This has attracted clubs offering wellness services. international players such as HealthCity, s Norway: Market dominated by a which acquired and re-branded Belgian small number of chains, with the leading clubs including Sportopolis. players accounting for almost 27.8 per s Denmark: A solid growth in the number cent of market value – the highest of clubs is expected to lead to downward among all analysed European countries. All data is based on: Austria, Belgium, Bulgaria, pressure on pricing. Some chains are now s Portugal: Women-only circuit training Czech Republic, Denmark, Estonia, Finland, France, targeting consumers over 30 years of age clubs – VivaFit, Curves, Womanfi t and Germany, Greece, Hungary, Ireland, Italy, Latvia, due to this group’s spending power. Go Fit – dominate the market. Lithuania, Netherlands, Norway, Poland, Portugal, s France: Franchising is the preferred s Switzerland: Health insurance Romania, Russia (13 largest cities), Slovakia, method of expansion, with Curves companies subsidise up to 90 per cent of Slovenia, Spain, Sweden, Switzerland, Turkey (12 and Groupe HEBE the leading players, memberships, contributing an estimated largest cities), UK. Plus economic, but no fi tness, although Club Med recently secured 20 per cent of club revenues. However, data from Cyprus, Luxembourg and Malta. funding for its growth plans by selling an budget clubs do not qualify for these 80 per cent stake in the company to a subsidies, making them less popular. kate cracknell private equity fi rm. Women-only clubs are growing quickly. [email protected] january 2009 © cybertrek 2009 Read Health Club Management online 57 healthclubmanagement.co.uk/digital sibec review
THE TRADE TALKS Kate Cracknell reports back on the topics getting people talking at SIBEC UK & Europe 2008
IBEC UK & Europe 2008, “The audience is all at a senior level, so held in Cyprus in early conversation is informed, and there really November, was widely was a sense of suppliers and operators S considered to have been reviewing and debating solutions to the best to date. Taking issues,” says event director Nigel Wallace. place at the beautiful InterContinental “There was almost an air of optimism, Aphrodite Hills just outside Paphos, the with a real energy in the meeting room, event offered an excellent combination of and the feedback has been phenomenal.” networking opportunities and one-to- Much of the information gathered one meetings – over the space of two at SIBEC will naturally evolve into days, more than 2,000 highly focused, features and news stories in Health Club 20-minute meetings were scheduled Management over the coming months. between the 210 delegates. In this feature, we’ve therefore taken the opportunity to report back on some of the less formal discussions that took place – the ‘corridor conversations’ that shared interesting views on emerging issues, general observations regarding the Planet Fitness has introduced industry and predictions for the future. Planet Extreme, a club-in- If you’d like to voice your opinion on club that trains together for any of the points raised here, please extreme travelling adventures email us – [email protected]
WALKING THE WALK
e spend a lot of time discussing ways of W increasing participation, but the question on a number of Fitness First instructors are required delegates’ lips was: are we leading by to undergo a fi tness assessment example? How many delegates used the hotel gym? How many went for if our staff aren’t participating?” This ALL PICTURES: WWW.ISTOCK.COM a run or a bike ride? A good number, has led to Operation Shape-Up at but by no means all. Fitness First, which involves a fi tness “If a supplier comes to see me and assessment for all employees; if they it’s clear they don’t use their own do not pass the tests, they are set equipment, it suggests to me that they workout schedules until an acceptable don’t believe in it and I have to question level of fi tness is achieved, when they why I’d buy it,” says Fitness First’s receive a blue wristband. “Members European head of fi tness Steve Kouma. see instructors wearing the wristbands Operators should also lead by and ask what they’re for. It’s a way of Reaching out: David Lloyd Leisure says example, he adds: “How can we expect demonstrating that we practise what it is “setting a template for the future” members to develop an exercise habit we preach,” says Kouma. in its outreach work with schools
58 Read Health Club Management online january 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital TALKING THE TALK MANAGING THE DOWNTURN
“For me, the story of this SIBEC ussian operators Anastasia may be uncertain where they’ll be was the rise of the trusts, which Yusina of Strata Partners and in a year’s time. However, the most now account for a large proportion R Alexander Zhukov of World signifi cant news from a customer of delegates,” says Matrix Fitness Class both predicted mergers and perspective is our change in marketing MD Jon Johnston. “The public acquisitions for the Russian market in focus. In the past, simply announcing sector is building great clubs the coming 12 months. the presence of high quality facilities alongside private sites, assisted by However, says Yusina: “Strata has been suffi cient. Now, with government subsidies and tax Partners won’t really be affected by the economic crisis, we need to breaks, and private operators are the economic crisis as we don’t rely demonstrate value and prove how no longer in the ascendancy in the on credit – the company has been indispensable we are. UK. This could represent a built entirely on our own money. Our “In Russia, life expectancy for men challenge for suppliers as the trusts main concern regarding the current is 56 years, and 69 for women. Our have very different goals, different economic climate is that other clubs new campaigns have moved away from perspectives. Suppliers will may not fulfi l their responsibility to talking about looks and physique to essentially have to learn to speak a their customers, which could have a focus on this important issue. We want different language if they are to negative impact on the whole industry. to bring people into our clubs with a succeed in this exciting and “We’ve introduced three-month different motivation, making fi tness increasingly prominent sector.” memberships to cater for those who something they can’t afford not to do.”
january 2009 © cybertrek 2009 Read Health Club Management online 59 healthclubmanagement.co.uk/digital sibec review “CLIENTS ARE CAPABLE OF SHOPPING AROUND ON THE INTERNET SO YOU HAVE TO THINK AHEAD”
Holmes Place’s www.citisteps.com enables visitors to plot a walking route, calculating the time required and the calorie burn
CHANGING DYNAMICS
“Mid-market operators can survive if they position so you have to think ahead – if you wait until a prospect themselves correctly and provide a good service, but they comes to you, you’re too late, because nowadays most must be proactive in this,” says Theo Hendriks, CEO of purchasing decisions are made in advance. You have to take Sports and Leisure Group in the Netherlands – this in customers very seriously nowadays, identifying what they response to a suggestion that the market might continue to want, creating a relevant positioning for yourself and pre- polarise, with premium and particularly budget clubs emptively delivering against their needs.” succeeding at the expense of the mid-market. Hendriks also stresses the need to create a sense of It’s less about the market you’re catering for and more community within a club, something that has been taken about understanding consumer dynamics, according to very seriously by Russian chain Planet Fitness, which has Hendriks: “Nowadays, we’re moving away from Unique created Planet Extreme – a club-in-club for members who Selling Points and towards Unique Buyer Appreciation. train together in facilities across the country and then go on Clients are capable of shopping around on the internet, extreme travelling adventures.
REACHING OUT our staff into the schools, we can These initiatives needn’t draw on work with them, fi tting into their precious man hours. For example, avid Lloyd Leisure is, says environment and timetable, without www.citisteps.com is an internet tool family and programming affecting our members.” that, while Holmes Place branded, can D manager Sarah Hobbs, Offering non club-based activities be used by anyone. Encouraging people “setting a template for the future” can have benefi ts beyond balancing to walk more – to work, for example in its outreach work with schools. the needs of different audiences, says – users type in start and fi nish points Its pilot NG Kids site in Swindon is Neil Burton, CEO of Holmes Place and the site plots a route, calculates providing services to around 15 local Central & Eastern Europe: “We need how far it is and tells them how many schools including in-school PE, after- to be involved in more activity-based calories they’ll burn. It’s quick, easy, school clubs and healthy living days. initiatives beyond the walls of our clubs accessible to all – and provides Holmes “The schools have the funds and to build up our role as experts. It may Place with 1,000 leads a month. we have the expertise to deliver not immediately add revenue to our variety in the required fi ve hours’ core business, but we need to look long kate cracknell PE a week,” says Hobbs. “By taking term and develop trust fi rst.” [email protected]
60 Read Health Club Management online january 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital R Keep up to date with the health & fi tness
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Tel: Fax: Email: consumer research CONSUMER PERSPECTIVE This year’s HAFOS survey provides an insight into consumer attitudes regarding health and fi tness. Mike Hill, MD of Leisure-net Solutions, gives an overview of the fi ndings and their implications for our industry
he seventh annual Change4life must have a real call to action know what they should aspire to, can HAFOS Survey was if they are to result in lifestyle changes. they be truly motivated to reach based on a national towards a target? sample of more than awareness of guidelines 2,400 people interviewed Only a third of respondents (33 per cent) barriers to activity Tat 10 locations across England and understood that fi ve sessions of activity a Time remains the main reason given by Scotland. The sample was selected week is the government’s recommendation respondents to explain why they are to be representative of the national for health benefi ts. This has increased 6 prevented from undertaking more physical population, with the results as follows: per cent since 2007, but compares activity/exercise (29 per cent). Direct costs unfavourably to people’s understanding of (16 per cent) and lack of personal good intentions the recommendations for alcohol motivation and goals (13 per cent) were Most people (91 per cent) believe that consumption (87 per cent of respondents cited as the next two most important physical activity/exercise is important to were aware of these) and fruit and factors (see Figure 1). their health – a fi gure that has remained vegetable intake (79 per cent). Over the years, however, people seem consistently high over the last three to four The activity sector lacks the big to be becoming more aware that lack years. However, in line with previous backers – supermarkets and food of time is a perception rather than a HAFOS surveys, fewer than half (46 per manufacturers – that have got behind reality for most of them. The percentage cent) say they exercise/undertake activity the Five-a-Day message, while of adults quoting this issue as the main as much as they would like, and activity government has put more time and direct barrier has reduced and the other levels remain low. effort behind reducing alcohol reasons quoted – such as direct costs and More than ever the sector, working consumption than increasing activity lack of motivation/goals – have increased. hand in hand with government and health levels. The desirability of headlining the However the perception of a time agencies, needs to fi nd innovative ways ‘5 x 30’ message (30 minutes’ moderate defi cit is still a very real barrier in many of turning recognition of importance, exercise fi ve times a week) has been people’s minds, and the industry needs combined with a real desire to do questioned recently lest it seem to continue to come up with imaginative something, into action. Campaigns such as unachievable – but, if people don’t ways of helping people to incorporate
Figure 2. WILL 2012 ENCOURAGE YOU TO BE MORE ACTIVE OR CONTINUE TO BE ACTIVE? 2006
45% 15%
40%
2008
10% 25%
65% ALL PICTURES: WWW.ISTOCK.COM ALL PICTURES: The public is far more aware of the Five-a-Day fruit and vegetable message than the ‘5 x 30 minutes’ exercise recommendation Yes No Unsure
62 Read Health Club Management online january 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital Figure 1. RELATIVE IMPORTANCE OF BARRIERS TO ACTIVITY
30% 29
20% 16 13 10% 8
4 3 2 2 111
% of respondents quoting0% Lack of time fees eg much, too costs Direct of motivation/goals Lack personal childcare clothing, eg much, too costs Indirect Lack of transport centres leisure eg facilities, leisure of Lack Lack of from support peer group footpaths parks, eg spaces, open of Lack impairments Any disability/physical Any reasons cultural Gender
Time is the main factor that people say prevents them from doing more exercise
physical activity into their everyday lives work carried out by Leisure-net suggests understand the link between leisure time, in bite-sized chunks. With work-related that, for most people, costs are not the physical activity and better health – even time pressures being the key driver of key barrier. The impact of programmes if they do not yet put this into practice. this perception, working with employers such as Free Swimming and FIA to integrate activity opportunities into initiatives around free gym memberships source of inspiration the working day – before, during and will be the ultimate test of this, but Fifty-six per cent of the sample said the after work – must be a priority. what is a certainty is that the sector London 2012 Olympics will encourage Operators should continue to address must strive to improve the consumer’s people to be more active, but only 25 per the false, but nonetheless common, perception of value for money of cent said it would encourage them perception that you must spend hours in services provided. This means delivering personally – 65 per cent said it wouldn’t, the gym to get results and achieve value results that are promised or presumed, while the remaining 10 per cent were for money for your monthly membership as well as addressing the perceptions of unsure. These responses have polarised fees. They must also remove physical leisure centres/health clubs which, for a since 2006 (see Figure 2). barriers, such as poor changing facilities lot of adults, are based on experiences The leisure, health and fi tness and lockers that don’t hold work clothes. from last using these places more than sector must maximise all opportunities 20 years ago. presented by the build-up to 2012. cost issues However, it should not rely on it Reducing fees was the most popular font of knowledge to be the panacea that will increase response when it came to factors that Consistent with HAFOS surveys over the participation and memberships/usage of might encourage people to use a local last four to fi ve years, the local leisure health clubs and leisure centres, because centre or health club, and was quoted by 51 centre or health club continues to be the there is no evidence to suggest that per cent of respondents. Next on the wish preferred location for receiving information this will be the case. We might expect list was a better range of facilities/ and advice about improving lifestyle, with an impact on children taking up new equipment (21 per cent), with better 49 per cent of respondents naming it – sports – as was recorded after high- transport, more information and more above even local GP practices (45 per cent) profi le successes such as winning the childcare facilities each accounting for 16 to and the library (33 per cent). Respondents Rugby World Cup and the recent cycling 17 per cent of responses. say they feel less intimidated about going success in Beijing – and an increase in The perceived cost of being active is there than other possible alternatives. adults volunteering in sport-related a particularly interesting and perverse The sector must use this research activities. However, the direct effect factor. It is always the case that many to convince government and its health of such events on the physical activity more people say lower prices would partners that it is the best delivery patterns of adults has yet to be proven. encourage them to use facilities, partner for the activity agenda. Most compared to the numbers who identify people know where their local leisure mike hill cost as an actual barrier – focus group centres are, have visited them before and [email protected]
january 2009 © cybertrek 2009 Read Health Club Management online 63 healthclubmanagement.co.uk/digital market research
workforce EZOBNJDT Liz Smith of SkillsActive outlines the key of remaining in the industry (86 per cent of those expecting to stay up to one fi ndings of the 2008 Working in Fitness Survey year; 73 per cent of those expecting to stay up to three years). Those who had eople who work in fi tness These stable prospects may be a not received a pay raise in the last year plan for a long-term future refl ection of the positive image fi tness were also less likely to recommend their in the industry, feel valued workers have about the organisations employer (24 per cent). P by their employers and they work for, particularly in the Dissatisfaction with remuneration believe training levels are public sector where 82 per cent of centres around the lower-salaried high. These are some of the positive respondents were willing to recommend Level 2 and Level 3 occupations. While results that came out of the fi fth annual their employer. Chains of private fi tness management salaries are upwards of Working in Fitness Survey, developed clubs were less likely to receive a £26,500, Level 2 advanced instructors and by SkillsActive and REPs. The survey recommendation, with only 63 per cent group exercise and aqua instructors earn was conducted in the summer of 2008, of workers willing to recommend them. less than £13,000 a year. Level 3 roles before the economic downturn. By examining these two areas of earn an average basic salary that ranges This article highlights the positive recommendation and future prospects, from £13,700 for advanced instructors to fi ndings, but also identifi es potential it is possible to identify potential areas £16,900 for personal trainers. problem areas and focuses on where for improvement. Across all occupations working in improvements can still be made to The fi rst two areas are remuneration permanent or self-employment, the enhance staff satisfaction. and career development, which have average basic salary is £17,200. Permanent the two lowest satisfaction scores (see full-time staff earn an average of £20,200 staff recommendations Figure 1). Both are notably lower among a year, the self-employed and freelancers In fi ve years’ time, we should still see respondents who would not recommend average of £15,500, and permanent part- many of the same faces working in the their employer. Low pay was also cited time staff average £12,400. fi tness industry. Four in fi ve of the fi tness as the key factor that would persuade However, although receiving a low workforce expect to be in the industry people to leave the industry (57 per satisfaction score from both genders, past 2013, and the more established cent of respondents), followed by better remuneration is less of an issue for general managers are particularly career prospects elsewhere (41 per females than males. This is also refl ected positive about their long-term future – cent). Low pay was quoted particularly in factors that would make them leave the nine in 10 expect to remain. by those with the shortest expectations fi tness industry: both sexes note the same
FIG 1. LEVEL OF SATISFACTION AND WHETHER AN EMPLOYER WOULD BE RECOMMENDED yes, I would recommend my employer no, I would not recommend my employer
Satisfaction... with your degree of responsibility
... with your current employer
... with the standard, quality and relevance of training
... with your hours of work
... that your job description matches your working week ... with the standard of induction for your job
... with your job security
... with your prospects for
ALL PICTURES: WWW.ISTOCK.COM ALL PICTURES: promotion/career development
... with your renumeration package Positive fi ndings: Most people who work in fi tness feel 1.0 2.0 3.0 4.0 5.0 very dissatisfi ed very satisfi sed valued by their employer
64 Read Health Club Management online january 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital Areas for improvement Remuneration package, career prospects and training could be better main factors, but males are more likely FIG 2. WHO PAYS FOR than females to cite low pay (64 per cent TRAINING BY OCCUPATION My employer Myself Both of males versus 50 per cent of females) and better career prospects elsewhere Total (49 per cent versus 35 per cent). General manager 3% training needs Club/duty manager A third area for improvement is in Studio or fi tness manager/ training. One-third of respondents who supervisor/team or group leader undertook no training would not Gym instructor (Level 2) recommend their employer, while 82 per cent of respondents who had spent 11 or Advanced instructor (Level 3) more days training would. Expectations of Personal trainer (Level 3) remaining in the industry also correspond Group exercise and aqua with the number of training days received. instructors/teachers (Level 2) Those who intend to stay for up to one Yoga, pilates or Keep Fit year received an average 4.7 training days, Association teacher 4% Exercise referral/clinical exercise/ up to three years received 4.2 training active programme manager days, up to fi ve years 5.5 days and more 0% 20% 40% 60% 80% 100% than fi ve years 5.9 training days. A fi fth of respondents reported a lack of training, but only seven per cent said instructors, and only 40 per cent of of club/duty managers and 72 per cent of they had not received any. The average personal trainers. When asked specifi cally GMs have their training paid for. A high number of training days for employees in about their fi tness qualifi cations, the proportion of yoga or pilates teachers the sector is six days, with 19 per cent most common was other Level 3 (38 (96 per cent), group exercise and aqua attending 11 days or more. per cent) followed by other Level 2 (16 instructors (77 per cent) and personal There is some evidence to suggest a per cent). Only 24 per cent reported trainers (72 per cent) pay for their own problem with the relevance of training. having an NVQ/SVQ at Level 2 or 3. training, which can be partly attributed The level of education among respondents This indicates that, although a high to their self-employed/freelance status. was good, with 27 per cent of fi tness proportion of respondents hold a higher In summary, where there is workers holding an honours degree as level qualifi cation, this may not be directly dissatisfaction in the fi tness workforce, their highest level of education. However, relevant to their work. links can be made to remuneration only 55 per cent of respondents who held More respondents report employers package, career prospects and levels or a degree or doctorate had a sport- or contributing to training – 40 per cent relevance of training and development. fi tness-related qualifi cation. This breaks compared to 31 per cent in 2007. down to 81 per cent of studio and fi tness Generally, management occupations liz smith managers, 51 per cent of advanced receive a lot more support – 75 per cent [email protected] january 2009 © cybertrek 2009 Read Health Club Management online 65 healthclubmanagement.co.uk/digital nutritional products PICTURE: WWW.ISTOCK.COM/WENDELLFRANKS
With lifestyle diseases such as obesity continuing to occupy the headlines, are we seeing a change in brief for nutritional products in health clubs? Mark Edmonds speaks to our panel of experts food for thought
kevin milnes demographic. We launched single-serve michael clark liquid supplements during 2008 in a test UK marketing manager wellness director tube format and, for 2009, we have an PowerBar ultralife energy jelly chew with a liquid centre that tastes like a regular jelly sweet, but n many ways we’re going back to actually has our C2MAX carbohydrate e’re noticing an upturn in basics. Gone are the days when blend – a fast-delivering energy source – the number of members I people would accept bad-tasting included in its formulation. W considering supplements sports nutrition, sacrifi cing fl avour in We phased out low carbohydrate as a solution to healthier eating and to the hope of it doing some good. The protein/recovery products a while back, support their diet, due to improvements ultimate trend that consumers and as research shows that restricting carbs in education and understanding of retailers are demanding is great taste, to very low levels doesn’t have a positive how they should be used. Our fl agship regardless of the product type. effect on recovery. products therefore include the Lifestyle Our key focus when it comes to R&D In the future, and as we’re already Range, which is aimed at the average for the fi tness channel is new delivery starting to experience now, health clubs man and woman and which helps formats. In health clubs nowadays, the are looking for more convenient point members manage their diet. demand from the consumer is for ready- of sale solutions – whether to help drive Packaging and branding are key, and to-use products, and we offer a range of sales or to add value for the members. we try to avoid six-packs and bicep-style drinks and bars in various formulations Consumer education also needs to images on our packaging as this can and sizes so clubs can tailor their offering improve and is something we drive often be off-putting to members. to cater for the needs of the local towards when working with health clubs. For 2009, our focus will be on building up our range. Development will focus on convenience though a ready-to-eat and ready-to-drink vended range, and we will also continue to focus on product taste. We recently launched our ICE range, which allows clubs to produce a selection of our products in a crushed ice blend, as a take-away option. In terms of change, I think health club operators are seeing secondary spend items as an increasingly important part of their business. In my time at
PICTURE: WWW.ISTOCK.COM/SHAWNGERAHART LivingWell, we surrounded our core products with bolt-on offerings that would help members achieve their goals in a quick and easy way, and this is happening more and more. Members are also becoming more discerning and knowledgeable about structured eating. I believe it will be those suppliers that are able to adapt and get their message and product range Hungry? Vendors are reconsidering how closely matched to member knowledge best to offer healthy and traditional snacks and demand that will see the most success in the future.
66 Read Health Club Management online january 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital Target market Ultralife is rebranding its products in a consumer-friendly way and offering more convenient, ready-to-consume products
that meet the specifi c requirements of becoming more popular, with consumers walter gill health-conscious consumers are steadily complementing their drink with a snack. marketing director emerging as clubs offer dietary advice as Looking forward, we’re currently outlook management services part of personal training programmes. working on trialling vendors with built-in Nutritional drinks continue to be the video screens. These provide product he ‘Jamie Oliver’ effect is most popular products purchased information and colour-coded displays being felt, with pressure from through our managed vendors, but that can integrate with personal training T government and local authorities healthy snack product sales are increasing. programmes. In the meantime, we’ve for health clubs to adopt a clearer However, the most signifi cant change completed a trial of Weider branded position on healthy eating by dropping we’re witnessing is the move towards vending systems that include pop-up traditional vended products. The presenting nutritional products in stands clearly identifying the product vending market is therefore segmenting individual, clearly defi ned vending benefi ts and usage guidelines to the and becoming more sophisticated in packages. Combination vendors that member. Initial results look positive and its offering. New branded products dispense both snacks and drinks are also will be reviewed fully early in 2009.
the mass market is the next big thing. carey cenn Currently a lot of healthy products md are quite specialised and don’t have out of the box retail the brand presence or image that the more established soft drink or snack he range of healthy products manufacturers can create. The ‘cool’ available in health clubs has element is missing from most healthy T increased signifi cantly recently, product brands, although this is changing although the healthy snack market is still with the recruitment of more savvy primarily made up of cereal bars, dried marketing managers. fruit/nuts and baked products. In terms As with any retail offering, consumer of vending, the market is still dominated taste dictates the commercial viability by some of the larger, ‘traditional’ of a new proposition. In health clubs, manufacturers – providing energy/soft the vast majority of consumers still opt drinks, chocolate and crisps. for traditional snacks and drinks, and Out Of The Box offers machines clubs that try to push healthy vending that are tailored to the needs of each alongside traditional vending will tend to location. Some contain a combination of fi nd healthy vending lagging far behind in traditional and healthy lines, while others terms of sales. However, clubs that move Limiting choice Will consumers are 100 per cent Fair Trade. Our best- to an ‘only healthy’ approach – including only buy healthy snacks if selling items include energy drinks, fruit a concerted marketing drive behind the they have no other option?
juice and ethical water, low fat baked nutritional value of these products – can KILLER WWW.ISTOCK.COM/BRAD PICTURE: crisps, Fair Trade nuts and dried fruit. make the vending offering fi t with their The launch of new products that healthy drive, as well as ensuring it is mark edmonds are both healthy and attractive to commercially viable. [email protected] january 2009 © cybertrek 2009 Read Health Club Management online 67 healthclubmanagement.co.uk/digital PRODUCT NEWS
fi tness-kit .net PRODUCT fi tness testing FOCUS
Wherever you are in the world, fi nd the right products and services 24/7 by logging on to Health Club Management’s free search engine, www.fi tness-kit.net If you’re a supplier, sign up for your free listing now on www.fi tness-kit.net
TESTING STRENGTH ISOMETRICALLY WITH SCIFIT
Performance Health Systems and SCIFIT Systems, Inc have introduced bioDensity™ Isometric Strength Technology, a bio-mechanically effi cient and personalised approach to improve, measure and track functional strength. THE TRADITIONAL WAY This patented process involves four isometric exercises – bench press, leg press, pull down and dead lift – to For those who prefer to stick with provide comprehensive stimulation more traditional methods of fi tness of all major muscle groups, skeletal testing, Baty International supplies structure and associated connective the Harpenden Skinfold Caliper. tissues. Exercise intensity is dictated Able to measure a person’s body by the user and the force output is fat content, Body Mass Index (BMI) accurately measured using state-of-the- and lean body mass, the calipers art load cell sensors. This is claimed can also be used in conjunction with to record precise session tracking carrying little risk of injury because the the company’s Body Assessment data through a central processing load is created by the exerciser. After Software (pictured). This allows the unit, and there is real-time feedback. each session, a printed bioDensity assessor to display results in both The bioDensity load delivery system Performance Report, showing current graphical and plain text formats in and integrated data management and cumulative session history, is order to make it easier for subjects programme is said to provide intense reviewed to demonstrate progress and to understand the gathered data. stimulation in only fi ve minutes, while areas that may need improvement.
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WEIGHTLESS FITNESS TESTING FROM H/P/COSMOS
From German company H/P/Cosmos comes the Airwalk unweighting system, a partial body support structure designed for rehabilitation and physiotherapy use. Distributed in the UK by HaB, the equipment is linked to a computer, which enables the tracking of time, distance covered, heart rate and elevation. Suitable for people of all fi tness levels, the Airwalk comes in three variants and is able to support weights of up to 35kg, 70kg and 160kg respectively. Other options that can be added to the range include a gait analysis system and a wheelchair stabiliser, which enables the product to be used by the disabled.
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68 Read Health Club Management online january 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital
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fi tness testing continued
POLAR HAS A HEART FITMATE GOES PRO Heart rate monitor manufacturer Polar has launched the FT80, claimed to be ESCAPING POOR FITNESS Fitmate PRO allows experts to the most advanced and dedicated fi tness perform fi tness assessments on and cross-training partner available. By Escape Fitness has supplied a range individuals wanting comprehensive monitoring your heart rate, the FT80 is of fi tness testing equipment for Leisure feedback on their wellness and able to tell the user how effective their Connection’s Harpers fi tness clubs. physical fi tness. A handheld device, training is and where they can improve The Harpers Experience comprises it allows testing to be carried out in to reach their goals. As well as a fi tness fi ve personal training sessions as well a variety of locations, including on test, relaxation test and the ability to show as a full-body health check. The fi ve- exercise bikes and treadmills. The calories burned, the FT80 has a body point health check measures body fat, product is able to test a person’s workout feature designed to optimise peak fl ow, blood pressure, resting heart cardiovascular capacity through strength training. By reading the user’s rate and fl exibility. The equipment from a series of tests involving various heart rate, the computer can give guidance Escape includes the Omron M6 digital physical activities. It also takes into on how long to rest between sets for blood pressure monitor, which stores account a person’s anthropometrics, optimal impact, delivering the information up to 90 measurements in its memory muscular fi tness and fl exibility when via easy-to-use digital graphic displays on and calculates an average value based calculating their overall fi tness. the wrist unit. The FT80 also features the on the last three measurements. Other Fitmate PRO can also determine an new Polar STAR training program, which fi tness testing kit includes a Mini Wright athlete’s body composition, either by provides a personalised training plan Peak Flow Meter (pictured) and a sit and using the skin-fold caliper included that adapts to the user’s training habits. reach box with magnetic cursor for more in the standard package or by It provides weekly targets, feedback and accurate measurement of fl exibility. The connecting to third-party equipment. guidance. Other features include wireless tests are conducted at weeks two, six and All results can be printed out, so users connectivity, allowing users to upload their eight to measure and monitor progress. can have their own copy of results. information to the Polar website.
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SUUNTO’S COLOUR-CODED FITNESS SYSTEM
Suunto’s heart rate monitoring system is said to lead to more effective results and higher overall satisfaction for members. The new Suunto Fitness Solution system is designed for use in group exercise and cardio training environments. It shows up to 72 participants’ heart rates simultaneously in real-time in the class, either through a PC in front of the instructor or projected on the wall. The colour-coded training zones – light blue for low heart rates, green for medium and red for high – inform the instructor on individuals’ fi tness levels. The instructor is then able to guide members and adjust the session accordingly. At the end of each class, the system automatically generates members’ personal performance reports with summary data.
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70 Read Health Club Management online january 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital Measuring and Monitoring Specialists
Issue 16 - Have you got your copy? Call 01978 660077 Working with fitnessASSIST gives you access to specialist knowledge, expert advice and world leading products to deliver testing, measuring and screening to assist you in producing professional individualised fitness programmes and outstandingly effective training schedules. And then we have to start discussing the quality issues which can be brought to your, customer focused, services with the fitness monitoring products Measuring success we have to offer the fitness coaching professional.... Monitoring change
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Martin Scott, director of The Cleaning Show, looks at the relevance for the health and fi tness sector of the cleaning industry’s drive towards sustainable management A GREENER CLEAN
n 16 October 2008, the customers are from the demographic sustainable approach to cleaning. There Cleaning and Support that see green issues as vitally important. are obvious savings on packaging waste Services Association (CSSA) However, the health and fi tness industry and energy in transport, manufacturing O held a UK Round Table on also has such an obvious responsibility to and CO2 emissions, as well as cost sustainable leadership for deliver exemplary cleanliness that savings. There is also a safety benefi t building service contractors. The aim was nothing that smacks of going green at the in reducing the physical effort of lifting to kick-start a proper appreciation of cost of clean can possibly be considered. heavy bottles of pre-diluted chemicals, the far-reaching changes that sustainable There are, of course, many which are largely water. management – essential for long-term green innovations that can be easily A range of green products will be survival – will require in the business implemented with little or no cost launched at The Cleaning Show in March models of cleaning contractors in the UK implications – using air dryers rather than (see information box for examples). Are and beyond. We take a look at how a drive paper towels, for example, and actively we able to use any of these within our towards sustainability in cleaning might encouraging members to shower before clubs and centres? affect the health and fi tness industry. using the pool, sauna or spa, which can make a very dramatic difference to the BROADER SUSTAINABILITY GREEN PRODUCTS level of chemicals required. Important as they are, environmental The leisure industry in general is keen to In terms of products, concentrated policies and green products are only one embrace sustainability – many of its chemicals are an example of a part of the issue. As we move into a
GREEN LAUNCHES AT THE CLEANING SHOW reen products due to be launched at the Cleaning G Show include: s The Miele Professional PW 5064 – a powerful machine that can re-process 6.5kg of mops or cloths in just 42 minutes and doubles their longevity. s An innovative spray-on mist cleaning process from Ceiling Pro that saves more than 70 per cent of the cost of replacement ceiling tiles – tiles need to be replaced less frequently as they remain cleaner for longer. s The Mini-Bowser, a high-pressure Miele’s effi cient washing machine washer from Demon International Ltd, can double the longevity of mops that’s powered by a Honda GX120 engine providing 1500psi at nine litres a minute. The design ensures that it can be easily operated by just one person, saving money by improving labour effectiveness. s The Meleco Mop from the Anser Group – a simple, all-purpose sponge fi tted to Demon’s easy-to-use high a fl exible pole that doesn’t require any chemicals, only water. Environmental and pressure washer saves on labour cost savings are therefore signifi cant.
72 Read Health Club Management online january 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital PICTURE: TOPLIS TOPLIS DESIGNS PICTURE:
Paying attention to the environmental sustainability of our operations is vital, even in an economic downturn recession, a focus on environmental In addition, the responsibility of what GREEN EMBRACE issues without a similar focus on social can be perceived as a menial task is In these diffi cult economic times, we issues and profi tability will simply not taken away from salaried staff, helping should not walk away from sustainability work. However green we wish to be, ensure that permanent staff feel valued. initiatives. When membership levels are the maths still has to add up. Andrew Large, chief executive declining, it may be tempting to shelve When it comes to genuinely of the CSSA, says: “One of the key the green issues – but we ignore them at sustainable cleaning initiatives that tick issues for any business wishing to our peril. The mood of the consumer is all three boxes – social, environmental become sustainable is to ensure that changing. We are moving away from a and fi nancial – one of the most common commitment among senior management selfi sh disregard for the future – people suggestions is daytime cleaning. Daytime is backed up by the correct incentives now care about the legacy we leave our cleaning saves energy, and thereby to line managers and staff to deliver children. The leisure industry should costs, because the lights can be turned sustainable solutions. There is no point highlight this change and demonstrate off at night. And, as a social advantage, in the CEO speaking about sustainability that it has embraced it. it enables cleaning staff to work more if the purchasing manager is rewarded Besides, being green can also mean sociable hours, facilitating a better for cutting costs by 3 per cent each being lean. It can lead to savings in balance between work and family life. year without also being rewarded for energy costs, for example, so the However, while immensely popular achieving sustainability. increasingly exposed P&Ls can actually in Scandinavia, daytime cleaning has “Sustainability also has a marketing be improved. The current economic failed to capture people’s imagination paradox attached. Sustainability is not crisis may be just the boost that in other parts of the EU. Do our club marketing, but without marketing there sustainability needs. members object to seeing cleaners while will be no sustainability. What this they’re working out or swimming? If so, means is that sustainable management The Cleaning Show takes place at the perhaps we need to educate them on does not sell itself. It requires skilful Birmingham NEC from Tuesday 10 – the benefi ts of this very sensible cost-/ marketing, based on real changes in the Thursday 12 March 2009 (10am – 5pm environment-saving policy. way products and services are delivered, Tues/Wed, 10am – 4pm Thurs) Outsourcing cleaning is also worth to convince clients that it represents a www.cleaningshow.co.uk consideration as a way of further better approach. It’s vital to be proud of controlling budgets, as contractors’ being green, and this message should be martin scott prices tend to be fi xed well in advance. included in promotional material.” [email protected] january 2009 © cybertrek 2009 Read Health Club Management online 73 healthclubmanagement.co.uk/digital supplier profi le
Smart thinking Smart Centre is a gym management software system that stores a member’s workout and fi tness data on one card chris johnson Kath Hudson talks to the MD of Pulse to fi nd out how a start-up by two brothers in 1980 has, today, grown to become a total leisure solution provider operating in 33 countries
When was Pulse equipment innovations to design What are your main established? and build solutions, swimming pools, projects at the moment? I originally set up the company in sports halls and soccer centres. We’re currently partnering with Tameside 1980 with my brother Dave. We I’d like to think that we offer the MBC and Tameside Sports Trust in a are both qualifi ed engineers and, best commercial leisure solution in the £7m refurbishment of three leisure as regular gym users, felt we could current market. centres in the area. We’re also building make some improvements to the a new fi tness centre and sports hall equipment that we were using. What’s your USP? for a school in Bradford and a mixed- We originally set about designing We offer a total leisure solution use development including a swimming and engineering equipment just for package. We design it, build it, fund it and, pool at Carshalton College in Sutton. ourselves, but to our amazement if required, we can operate it or simply We also recently refurbished the Park somebody bought it and we grew offer sales and marketing support. We Leisure Centre in Barrow, which was a from there. The fi tness industry went can also provide an equipment solution combined £1.5m refurbishment funded into overdrive in the mid-1980s and for every end user, from cradle to grave. by the council and Pulse. In addition, we we were able to capitalise on this have planning permission for a Soccer incredible boom. Who are your main customers? Centre in Sandwell and discussions are In equipment terms we actively already in progress on many more. What’s the company sell to all market sectors. With our philosophy? total leisure solutions package, we What’s the Soccer We want to be at the forefront of purposefully target all public sector Centre concept? the leisure market, delivering across organisations, including council This is about bringing third generation a full spectrum of services. We can leisure centres, leisure trusts, colleges, fl oodlit all-weather pitches to local do anything, from delivering the latest schools, universities and hospitals. authorities and schools at no capital
74 Read Health Club Management online january 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital Gathering momentum Pulse is able to provide an equipment solution for all user groups, whatever their needs and interests
of interactive products that strengthen Our wireless dance mat platforms are COMPANY BY NUMBERS our offer in the children’s sector, but built with the same technology as is used that also provide a different type in arcades and in home-use versions, so Head offi ce: Congleton, Cheshire of activity to get other customers kids understand it and don’t need a lot Employees: 140 interested in the Pulse solution. of training. Kids who hate PE will use Turnover this year: £16m is DanceMachine and schools are already our prediction How are you targeting the having great success in this area. Growth fi gures: 20 per cent in children and youth markets? the last 12 months; 15 per cent We have a wide variety of products What’s new in the latest year-on-year overseas, exporting to now suitable for use in the version of Smart Centre? 32 countries through 15 distributors children’s and youth markets. The Smart Centre is the latest addition Our own fi tness equipment range in gym management software technology, caters for children from 11 years where all your fi tness information is on cost to our partners. A typical Soccer upwards, and the Vibe hydraulic range one card. It guides you round your fi tness Centre operated by ourselves will caters for younger children. regime and collates all the data. It tells have four indoor and four outdoor We also have interactive equipment members where to start, gives a choice fi ve-a-side pitches and a full-size third such as iDANCE from Dance Machine, of the next three pieces of equipment generation pitch – all FIFA two-star and Lightspace Play Wall and Floor. The and counts you in to automatically standard – together with a changing interactive fl oor caters for toddlers start your cardio programme without pavilion, a licensed café-bar and parking right up to adults and involves playing the need for all that button-pressing. for 80 to120 cars. It can be developed interactive games using your feet. The Smart Centre can also email with or without a fi tness suite, as the wall is a similar concept, but the upper customers, both internally and externally, partner prefers. The grass we use is body is used to interact and there are with automated or personalised also suitable for rugby, hockey and single games and relay games. messages. For example, members could netball training – not just football. Even a year ago, making kids’ fi tness receive an automatic weekly, monthly or fi nancially viable was very diffi cult, but quarterly workout report, or perhaps What was the rationale we think we have a solution that will give personalised motivational messages for the recent merger a commercial return for public sector when fi tness goals are achieved. They with Wellness UK? operators. Historically there have been could also be advised of the latest Wellness UK offered Pulse an entry into a lot of one-to-one products. However fi tness classes or promotional offers. a market that had previously not been you can, for example, get up to 60 kids A whole range of retention functions part of our offer. We want to be able on a 20-pad dance mat system, meaning have been built in to the software, and to offer a total solution for everyone, you can generate more income per hour. tests have shown it can make up to and that has to include children. By We are now so confi dent in the return a 2 per cent difference a month with bringing Wellness UK into the Pulse on these products that we offer them membership retention. It will never family, we have a market-leading range free of charge on an income share basis. replace staff, but it’s a good helping january 2009 © cybertrek 2009 Read Health Club Management online 75 healthclubmanagement.co.uk/digital supplier profi le
Exercise is child’s play WHO’S WHO? The Lightspace Play FAVOURITES Wall allows children to Managing director: Chris Johnson play interactive games Book: No time to read Production director: Dave Johnson while developing their Film: The Bourne trilogy Commercial director: Paul Shinners upper body strength Music: All music genres, including Director of football: Warren Ormerod live R&B Director of client support: Julie Hunt Place: Monaco Director of projects: Aron Nassim Season: Late spring/early summer European sales director: Jimmy Andrews Food: Seafood Finance director: Steve Wright Leisure: Golf, tennis and walking
hand. Managers can see workout levels What new equipment is work more closely with our partners and can identify members who aren’t in the pipeline? regarding Building Schools for the training as much as they should be. We’re well advanced in the design Future projects, to provide standalone, Additional enhancements include a process of our next generation of sustainable, self-fi nancing leisure colour-coded early warning system for cardio products and are planning to solutions for the education market. members who need personal attention unveil prototypes at the next LIW. We from gym staff, plus new reporting fi nished the Evolve 22-piece strength What are you most options for trainers and gym managers line in 2007 and have also launched proud of? to monitor activity, profi le members, a new 20-piece free weights range. The entire company! We have developed monitor gym staff performance and We will also be continually advancing so much over the years we’ve been in create targeted marketing campaigns. the functionality of Smart Centre, as the leisure market. We now have such this is something that our customers a wide offering that we can seriously You have 15 pieces of IFI are keen to see progressed. provide a solution for just about any stage 2 accredited fi tness leisure problem. We’re also helping to kit. Did you purposefully go Where would you like to address some of the environmental after this market? take Pulse in the future? impact issues of leisure with wireless Our Evolve range is our latest premium We will continue to be at the forefront equipment and, with our design and build commercial strength range and we of the leisure market, both in the UK hat on, we’re even integrating this into worked closely with the IFI from day one and in the other 32 countries we the build of new centres. I hope that the to ensure that the product included many operate in. Despite economic troubles company will go on to leave a lasting inclusive features. The consequence of this the fi tness industry, for us, is still in legacy for many communities throughout is that 13 pieces of strength equipment growth and we want to capitalise on the country for years to come. have gained IFI stage 2 accreditation, this. The design and build side of our together with our Freedom cardio business is continuing to grow in both kath hudson range treadmill and recumbent cycle. the UK and Germany. We’re looking to [email protected]
76 Read Health Club Management online january 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital at the heart of every successful leisure facility
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sports towels COPYRIGHT NOTICE To subscribe to Health Club Management, log on to www.leisuresubs.com, email: [email protected], Reconditioned sunbeds tel +44 (0)1462 471913, fax +44 (0)1462 433909. Annual subscription rates: UK £41, Europe £52, rest of world £72.50 s Flexible leasing options and students UK £20. Fully factory reconditioned. Health Club Management is published s 11 times a year by The Leisure Media s Ergoline specialists. Company Limited, Portmill House, Portmill Lane, Hitchin, Herts, SG5 1DJ, UK, s Service/repairs to all makes. and is distributed in the USA by SPP, 75 Aberdeen Road, Emigsville, PA 17318-0437. Periodicals postage paid @ Manchester, PA. Sundbed & Leisure Systems (UK) Ltd, Unit 8, Network Centre, POSTMASTER Send US address changes to Midland Way, Barlborough, Chesterfi eld, S43 4WW Health Club Management, c/o PO Box 437, Emigsville, PA 17318-0437. www.sunbedandleisure.co.uk Tel 0845 241 4555 The views expressed in print are those of the author and do not necessarily represent those training of the publisher The Leisure Media Company Limited. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any Sell you refurbished equipment fast by advertising your form or by means, electronic, mechanical, refurbished kit in the new directory. Book your space photocopying, recorded or otherwise without the prior permission of the copyright holder. now by calling the display sales team on 01462 431385, outstanding training Printed by Warners Midland. or e-mail your request to [email protected] lifetimehf.co.uk © Cybertrek Ltd 2009 ISSN 1361/351 edited by katie barnes. email: [email protected] lightweights
NEW US TREND WILL HAVE YOU HANGING ON As the US gym chain behind classes such as Naptime (see HCM November/December 05, p96) and Stiletto Strength (see HCM March 06, p80), Crunch is known for its unorthodox approach to fi tness. Its latest offering sees people suspended in hammocks performing mid-air moves. Wings is a one-hour workout in which attendees experiment with a series of yoga, pilates, gymnastics and basic dance poses while suspended from the ceiling in individual hammocks. The techniques are said to be very benefi cial for the relief of compressed joints and body alignment. Wings, also known as AntiGravity Yoga, was devised especially for Crunch by the acrobatic performance troupe AntiGravity. The technique was developed by the troupe to help them explore performances in the air. The company also created the AntiGravity Hammock, which is used in the classes. PICTURE: THE PUBLICITY OFFICE/CHRISTOPHER HARRISON THE PUBLICITY OFFICE/CHRISTOPHER PICTURE:
HAIRDRYERS TO Operators should invest in hairdryers to keep female members HELP WITH for longer, it has been revealed. A recent survey of more than RETENTION 1,000 UK women showed that more would participate in sport if they could style their hair afterwards. Carried out by the Women’s Sport and Fitness Foundation, the survey showed that 56 per cent of girls aged 10 to 15 said hairdryers were a necessity, and 91 per cent
cited private cubicles as a must-have. PICTURE: WWW.ISTOCK.COM The fi ndings will be used to urge CARRYING COAL’S THE schools to upgrade changing facilities in a bid to raise levels of physical GOAL IN GAWTHORPE activity among females.
PICTURE: WWW.ISTOCK.COM PICTURE: It started as a £10 bet between two coal merchants in the Yorkshire mining village of Gawthorpe in 1963, and this year up to walking to help chocoholics 50 people are expected to take part. It’s none other than the World Coal Carrying A walk of just 15 minutes can reduce After exercise, participants reported Championship, to be held on Easter Monday. chocolate cravings, research from the lower cravings than after rest. The Endurance, strength, determination – and University of Exeter has found. cravings were reduced for up to at least possibly a touch of madness – are required Following three days of abstinence, 25 10 minutes after the tasks. for this 1,000m contest, which will see men regular chocolate eaters were asked to Past research shows that 97 per carrying a 50kg bag of coal and women either complete a 15-minute brisk walk cent of women and 68 per cent of men burdening 10kg sacks. Since 2006, a children’s or rest, in random order. experience food cravings: typically for version of the event has also been staged. They then engaged in tasks that calorie-dense, fatty or sugary foods. The current world record stands at would normally induce chocolate Previously exercise has been proven four minutes, six seconds for men and fi ve cravings such as unwrapping a chocolate to help people manage dependencies on minutes, fi ve seconds for women. bar and mental challenges. nicotine and other drugs.
83 Read Health Club Management online january 2009 © cybertrek 2009 healthclubmanagement.co.uk/digital Makes perfect business sense.
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