healthwww.healthclubmanagement.co.uk club management JULY 2012
INTERVIEW DAVID LONG The CEO of Orangetheory Fitness on the international rollout of SOCIAL its ‘ultimate workout’ SKILLS Creating a successful It’s a HIT Facebook strategy The emergence of high-intensity interval training
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Subscriptions Denise Gildea Getting results +44 (0)1462 471930
Circulation Manager In today’s time-poor society, members don’t want to toil for hours Michael Emmerson in the gym; they want results, and they want them fast. In response +44 (0)1462 471932 to this, we’re witnessing a surge in 30-minute workouts, from Editor operators whose very concept is rooted in the idea – Curves, Kate Cracknell Vivafit and Fit n Fast, to name but a few – to a growing raft of +44 (0)1462 471906 suppliers all launching their own take on 30-minute programming. Editorial Director With its member-centric focus on quick results, the 30-minute Liz Terry package surely has a role to play in every gym. Yet how many clubs still leave the vast majority of their +44 (0)1462 431385 members to get quietly on with their own workouts – workouts that are rarely updated, that perhaps Assistant Editor weren’t even created by the gym in the first place, and that certainly aren’t designed to meet members’ Katie Barnes specific goals or help them progress in any way. Most operators will distance themselves from the image I’m +44 (0)1462 471925 painting, but the sad truth is that I and my colleagues belong to a number of gyms where this is the norm. News Editor So how do we get results for our members? Currently at the forefront of many people’s thinking Tom Walker – and linked closely to the 30-minute workout – is the latest buzz-term: high-intensity interval +44 (0)1462 471934 training, or HIT for short. Precise definitions vary, but at the heart of HIT lie the principles News Desk encapsulated in fartlek training: intervals of Pete Hayman HIT’s focus on results (very hard) work followed by rest intervals. +44 (0)1462 471938 On page 40 of this issue, in the first of a Product Editor represents a huge two-part series on HIT, we investigate the Kate Corney opportunity to motivate science behind the discipline, which has been +44 (0)1462 471933 scientifically proven to deliver enhanced results Designers and retain members – in a far shorter timeframe than steady-state, Andy Bundy the holy grail for health moderate intensity exercise. These include +44 (0)1462 471924 club operators and a improvements in VO2 max, insulin sensitivity, Ed Gallagher blood pressure and levels of body fat. +44 (0)1905 20198 driver of long-term That’s all great, but with these benefits comes a need for genuine physical exertion. Website Team business health Dean Fox People have to really push themselves, rather +44 (0)1462 471900 than simply going through the motions and Emma Harris putting a self-congratulatory tick in the ‘gym visit’ box. The challenge is therefore to make HIT fun, and +44 (0)1462 471921 appealing to less fit members. CrossFit has built its success around the HIT concept, but its facilities tend to attract the hard-core exerciser – so how can we translate HIT to the high street gym environment? Tim Nash Much of it will be down to the calibre of the instructors, who will need excellent motivational and +44 (0)1462 471917 communication skills. But it’s also, of course, down to the programming. In the second part of our series, Michael Paramore which will appear in the August issue of HCM, we’ll discuss ways in which HIT protocols can be used with +44 (0)1462 471926 all fitness levels. We’ll also look at operators such as Orangetheory Fitness (see also p30 of this issue), Publisher whose model is based around HIT as a standalone concept, and at ways of bringing HIT to the group Jan Williams exercise studio, with the UK launch of the new LES MILLS GRIT™ SERIES scheduled for September. +44 (0)1462 471909 But before we consider its implementation, a precursory question: benefits for the consumer aside, Sales why should a gym introduce HIT? There’s certainly potential for short-term financial reward: in many John Challinor cases, HIT effectively becomes small group training, and charging an additional fee may be an option. But +44 (0)1202 742968 HIT’s focus on results also represents a huge opportunity to motivate and retain members – the holy Astrid Ros grail for operators and a driver of long-term business health. As CFM’s Dave Wright says in his letter (see +44 (0)1462 471911 p6), if clubs can get quick results for their members, they need “never worry about competition again”. Stephanie Rogers +44 (0)1462 471903 Kate Cracknell, editor – [email protected] / twitter: @HealthClubKate Julie Badrick To share your thoughts on this topic, visit www.healthclubmanagement.co.uk/blog +44 (0)1462 471919 David Hunt Attractions +44 (0)1462 471902 management K\cljJgXib 9Xik[\9f\i Financial Controller K_\Fcpdg`Zj ;`Xdfe[AlY`c\\ :lkkpJXib ?XiipGfkk\i Sue Davis K`kXe`Z9\c]Xjk
K@K8E@:9 B@;Q8E@8BL8C8CLDGLI Financial Administrator Denise Gildea +44 (0)1462 471930 NEWS AND JOBS UPDATED DAILY ON THE INTERNET leisureopportunities.co.uk Credit Controller Rebekah Scott CONTACT US The Leisure Media Company Ltd, Portmill House, Portmill Lane, Hitchin, Hertfordshire SG5 1DJ UK +44 (0)1462 733477 SUBS Tel: +44 (0)1462 471915 Fax: +44 (0)1462 433909 © Cybertrek Ltd 2012 july 2012 © cybertrek 2012 Read Health Club Management online at healthclubmanagement.co.uk/digital 3 welcome to HEALTH CLUB MANAGEMENT The Orangetheory Fitness model p30 Al Corniche, Kuwait’s ‘resort without a hotel’ p36 contents 03 editor’s letter Kate Cracknell looks at the emergence of HIT as a way of gaining all-important results for members 06 letters Dave Wright and Jonathan Lomax offer their views on the ‘premium value’ health club model 08 news round-up Fitness First to sell 67 clubs, The énergie Group cancels its fl otation plans, debates over the value of Is your business ready for SEPA? p59 exercise in treating depression, and new independent club openings 20 IHRSA update 36 home from home Key fi ndings from the newly Kate Cracknell pays a visit to Al 16 international news published IHRSA 2012 Global Report: Corniche Club Resort and Spa in Club Med Gym launches inaugural The State of the Health Club Industry Kuwait City and investigates the Pure Club Med Gym site, and local mindset towards exercise Migros unveils its ELEMENTS 24 FIA update fi tness and spa brand for Germany FIA CEO David Stalker reports on 40 ramping it up the new After Work Club initiative HIT (high-intensity interval training) 18 people news for male retirees is the current buzz-term of the Les Mills appoints Keith Burnet as fi tness sector. Kate Cracknell UK CEO, and Alex Khan named 27 diary dates reports on the background and new CEO of Lifetime Leisure Industry Week is only a benefi ts of this training philosophy couple of months away! 45 reaping rewards 28 everyone’s talking about Reward schemes are well gp referrals established in the fi tness industry as What can the fi tness sector do to a means of securing new members, encourage GPs to better embrace but how about using them as part of exercise referrals? your retention strategy? 30 interview david long 48 peak performance The CEO of Orangetheory Fitness Athletes’ Performance’s Dan Zieky on international rollout plans, and talks to Kate Cracknell about the on delivering personal training-type company’s seamless approach to Fitness First to sell 67 clubs p8 results for a quarter of the price rehab, prehab and training 4 Read Health Club Management online at healthclubmanagement.co.uk/digital july 2012 © cybertrek 2012 Health Club Management is IHRSA’s European JULY Strategic Media Partner How well are you using social media? p54 Health Club Management is the FIA’s Public Affairs Media Partner reader services The history and benefi ts of HIT p40 Securing credit for your energy use p64 digital turning pages magazine 52 all in the mind 70 any questions See Health Club Management online Swiss scientists believe they A summary of the discussions from healthclubmanagement.co.uk/digital have found a hormone that this year’s SIBEC UK event could encourage people to push news & jobs themselves more while exercising 72 fitness-kit.net special For jobs and news visit the Health energy products Club Management website at 54 social skills A fuel gel from Kinetica, Inkospor healthclubmanagement.co.uk How well is the fi tness industry protein crisps, plus new drinks from currently using social media? Jon Lucozade and For Goodness Shakes attention buyers! Nasta takes a look at some best Use our search engine to find practice examples 74 supplier showcase suppliers and get innovation updates We profi le recent projects from fitness-kit.net 59 world of opportunity 1&1 Internet and from CYBEX SEPA (the Single Euro Payments International UK subscribe: Area) is on its way. Is your business Sign up for Health Club Management ready? Kevin Scott reports 76 fitness-kit.net special at leisuresubs.com, or call: product round-up +44 (0)1462 471915 64 credit where credit’s due New bikes, strength equipment, Advice for operators looking to mats and club management software buyers’ guide: secure credit to pay for energy use to keep your gym at the forefront For suppliers of products and services 68 health club awards 2012 83 lightweights in the health club We look forward to the second Make sure your fridge is stocked up and spa markets, annual Health Club Awards, with with watercress, and ladies, you might turn to p77 the unveiling of this year’s shortlist like to work your abs at the gym! july 2012 © cybertrek 2012 Read Health Club Management online at healthclubmanagement.co.uk/digital 5 JULY 12 LETTERS write to reply JULY 2012 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] gyms must deliver quick results for members I really liked your piece on premium value clubs (see HCM May 12, p3). The one thing that underpins it all is the importance of ‘value’ rather than ‘price’ – in any sector, if value outweighs cost, you get the business every single time. Discussion continues around the budget clubs: whether they’re good for the industry in the long term or just brilliant for the ‘easy in, easy out’ investor; whether they deliver the guidance needed to get results for members; and so on. However, the one great thing they do do is raise the standards of everyone else in the marketplace – in the same way that British Airways focused on business and first-class experiences while many of the cheap airlines went out of business. It means the customer ultimately wins, with more innovative offerings such as the ‘premium value’ clubs you wrote about. The one thing for certain with Lomax ‘fi tness pods’ contain everything you need for a complete workout many of the micro-gyms out there is that they more often than not guarantee results. And people want results in the pricing it low and delivering quickest time possible. That’s the real key: these clubs have identified that the high – the lomax model greatest commodity of all is time, and that the money will go to the club or In HCM May (p3), you debated the a unique fitness experience (‘podular’ offering that gets results in the shortest possibility of premium quality at low cost. training and classes all based on period of time. If you crack that, you’ll The market currently seems polarised – metabolic conditioning) while giving the never worry about competition again. low cost without specialisation, or high customer a luxurious experience thanks dave wright cost with a focused fitness element (eg to our integrated services. ceo, creative fi tness marketing Orangetheory Fitness and BOOM! Cycle). Our staggered pricing structure offers Lomax Bespoke Fitness, Nutrition and something for every client, from entry- Wellbeing bridges that pricing gap and level class-based training through to PT operates as a place where people can feel services, group cycling and fusion pilates. at home, relaxed and taken care of while Hire of our unique fitness pods – spaces reaching their fitness and health goals. that hold everything you need for a Running an in-home business since complete workout – starts at £5. 2007, I have listened to my clients telling While many seem to think they either me why they chose to leave their big have to dumb it down and price it low health clubs. In March 2011, I took a or else find a very small niche, we’re great deal of what they had to tell me, bucking the trend by pricing low and combined it with what I knew to be true consistently surprising and delighting with respect to space and time needed our clients with just how luxurious and for fitness, and opened our first London tailored an experience they receive. space, closely followed by our second in jonathan lomax February 2012. With no membership or ceo/founder, lomax bespoke fi tness Micro-gyms like SoulCycle operate joining fee, our ‘pay as you go’ sites offer nutrition & wellbeing on a ‘premium value’ pricing model 6 Read Health Club Management online at healthclubmanagement.co.uk/digital july 2012 © cybertrek 2012 EXPECT MORE Introducing the new Matrix ClimbMill and Ascent Trainer® At Matrix, each time we introduce a new piece of equipment, we immediately start asking “How can we make it better?” Not because we want to generate more products, but because we are driven by the desire to create the best fitness experience possible. So, we listen to you and our service technicians. We watch your customers work out, and then, with painstaking attention to detail, we combine the best functionality, technology and aesthetics to address real market issues. We believe we’ve done it again… ClimbMill The Matrix ClimbMill is not just an evolution, but a revolution in ® Ascent Trainer stair-climbing technology. Extensive research has identified the key prerequisites for an With dozens of innovative features and attention to detail, the optimal natural feel and range of movement on an Ascent ClimbMill does not disappoint. Once again, we believed in better, Trainer… the foundation for the latest addition to the Matrix family and in doing so, have changed mindsets, standards and of products. expectations. For more information contact us on: 0800 389 6078 www.matrixfitness.co.uk Johnson Health Tech UK Ltd UPDATE NEWS ;`^`kXcc\^XZpj\im`Z\ Jgf^fkfcXleZ_k_`jdfek_ =`ke\jj=`ijkkfj\cc-.LBZclYj A new online resource offering the public Fitness First has announced an easy way to find sporting opportunities plans to sell 67 UK gyms will launch in July as part of digital legacy and has initiated a Company plans for the 2012 Olympic Games. Voluntary Arrangement Spogo will be delivered by SportEngland (CVA) as part of its and the Fitness Industry Association (FIA) restructuring process. and is to be fully operational in time for the It’s expected that the London Olympic and Paralympic Games. CVA – to be supervised by According to David Stalker, FIA CEO, KPMG and designed to allow Spogo will make searching and finding the business to restructure physical activities as simple as other its lease agreements – will consumer-friendly online services. take approximately three Read more: http://lei.sr?a=g5N4P weeks to complete. According to KPMG, the main components of the CVA Clubs being sold are likely to be transferred to other operators include the continued trading of all Fitness First clubs, with 57 gyms retained The clubs being sold are expected to be at current rents paid monthly for three years, transferred to other operators in “most cases”, rather than quarterly. with members able to move contracts to the A further five gyms will be retained at a new owners at no extra cost. reduced equivalent monthly rate of 65 per cent Among the Fitness First gyms to be sold over the three-year period before returning to include sites in Birmingham, Chelmsford, market-based rent. The leases to 18 other UK Derby, Newcastle and Stevenage, as well as five facilities will remain unaffected. Klick-branded sites across northern England. A 120-station fitness gym is included in the plans Efik_B\ej`e^kfec\`jli\ LB_\Xck_ ]`ke\jjj\Zkfinfik_*%/-Ye Z\eki\gcXejjlYd`kk\[ The fitness industry increased Plans for a new leisure centre and academy its total market value by 1.4 in north Kensington, London, have per cent to £3.86bn during the been submitted to the Royal Borough of year to March 2012, according Kensington and Chelsea. to the 2012 State of the UK London-based Studio E have drawn up Fitness Industry report. proposals on behalf of the local authority, The figures mean that – image: kzenon/shutterstock.com having been selected from a shortlist of six over the past three years – the design practices late last year. sector’s total market value is The leisure centre element will feature up 2.4 per cent, while there a 120-station fitness suite with the option has been an increase of 3.6 per to partition the space, a room for group cent in membership and a 1.8 cycling classes and two fitness studios. per cent growth in the total Details: http://lei.sr?a=g0l6D number of facilities. At the end of March 2012, 12.1 per cent of the UK The report found that membership and facility numbers have increased E\n\o\iZ`j\k_\iXgpiffd population were registered ]fiC`eZfcec\`jli\Z\eki\ as members of a health and fitness club or increase on previous years (149 in 2011, 122 in publicly-owned fitness facility – compared 2010 and 114 openings in 2009). A exercise therapy and consultation room with 11.9 per cent in March 2011. The report is compiled by independent has been unveiled at Lincoln leisure centre, A total of 163 new public and private facilities analysts The Leisure Database Company. following a £30,000 investment by the City opened during the year to 31 March 2012 – an Read more: http://lei.sr?a=k8k1r of Lincoln Council and Active Nation. The Birchwood Leisure Centre room was created using existing budgets and equipment, D`e`jk\i1È:fXZ_\jb\pkf)'()c\^XZpjlZZ\jjÉ with funding from NHS Lincolnshire to offer a space for low-impact sessions. Sports coaches and fitness professionals will provide a chance “like never before” to raise Three Power Plate machines have been play a critical part in creating a lasting physical the profile of sports coaching. He said: “Behind installed, while the exercise therapy and activity legacy after the London 2012 Games, all great athletes there stands a great coach. We consultation room also includes a private says sports minister Hugh Robertson. need more people to take on these roles.” exercise space and a consultation area. Speaking at the annual UK Coaching Over 1.1 million people are involved in coaching Read more: http://lei.sr?a=I4D0X Summit on 28 May, Robertson said the Games in the UK; 76 per cent are volunteers. 8 Read Health Club Management online at healthclubmanagement.co.uk/digital july 2012 © cybertrek 2012 news and jobs updated daily on www.healthclubmanagement.co.uk edited by tom walker. email: *'dFi]fi[GXibZfdgc\o D\[`kXk`fegXike\ij_`g]fi=@8 fg\ejkfk_\glYc`Z The Fitness Industry The Queen has officially unveiled a new Association (FIA) has signed £30m sport, health and education complex a partnership deal with the that has transformed a former landfill site Meditation Foundation. in the centre of Warrington, Cheshire. As a result, the Meditation Orford Park has been developed Foundation will become by Warrington Borough Council and a FIA Vanguard member incorporates a 9,000sq m (96,875sq ft) Sports and will support the Hub with facilities such as two swimming association’s initiatives with pools and a 75-station fitness suite GPs, healthcare providers, The gym has been equipped by educational institutions and Technogym and includes the Element social/community groups. strength range, as well as the Excite cardio The partnership will look range. Other on-site facilities include three to provide FIA members with GP surgeries and a Diploma Centre for 14- the opportunity to experience FIA members will be able to add meditation classes to their offering to 19-year-olds. a Meditation and Mindfulness for Health and Wellbeing programme, which Evidence-based research supports the benefits can be used as an additional revenue stream of meditation and mindfulness in public alongside traditional group exercise. There health, and we are looking forward to working will also be an accredited teacher training closely with the foundation to establish core programmes for members of staff. programmes and teacher training initiatives FIA chief executive David Stalker says: “This to help us create a healthier nation.” partnership highlights our extending role to The long-term programme will also tie in work across all aspects of health and wellbeing. with National Stress Awareness Day. e\i^`\ZXeZ\cj]cfXkXe[fgkj]fiG<[\Xc Pozzoni have drawn up plans for the new facility Health club franchise énergie GlYc`Z\o_`Y`k`fe]fie\n Group has withdrawn from ?\ik]fi[j_`i\]XZ`c`kpgcXej its planned initial public offering (IPO) due to the An exhibition of plans for a new facility combination of volatile at Cotlandswick, Hertfordshire, has been market conditions and a launched by St Albans City and District “very attractive offer” from Council and DC Leisure Management. a private equity firm. Residents in London Colney have been The énergie Group, which given the opportunity to comment on operates 98 clubs across six proposals for the new centre, which include countries, had previously set a 60-station gym and an exercise studio. out plans to list on the London A single-court sports hall and Stock Exchange’s Alternative synthetic turf pitches will also form part Investment Market (AIM). The énergie Group’s chief executive officer Jan Spaticchia of the Pozzoni-designed leisure centre. The IPO was to take place Meanwhile, 50 per cent of the Cotlandswick by means of a reverse acquisition by Hubco As a result, the board made the decision site will remain as green open space. Investments Plc. that the private equity deal provided the most In a statement, however, énergie CEO Jan desirable structure to fund the next stage of Spaticchia said that the private equity offer the company’s development. C\`jli\lg^iX[\jgXikf] was seen to “more appropriately” recognise the Spaticchia says: “The offer we’ve received JkiXYXe\Ëjk_i\\$p\XigcXe value of the group than was likely to be the case against the backdrop of uncertain market with the current state of equity markets. conditions made this the right choice.” The upgrade and modernisation of three leisure facilities across Strabane, Northern Ireland, forms part of the local authority’s C`]\=`ke\jj\hl`gj`e[\g\e[\ekJkXd]fi[jZ_ffc^pd new three-year corporate strategy. Strabane District Council has committed A new sports complex to be used by students, as a health club with a fitness suite fitted with to a £12m capital development programme staff and the general public opened at Stamford 40 pieces of equipment from Life Fitness. between 2012 and 2015, which will improve Endowed Schools in Stamford, Lincolnshire, Fitness equipment includes the Elevation provision. Riversdale Leisure Centre, Derg last month. Engage CV series as well as Signature Strength Valley Leisure Centre and Melvin Sports The centre includes a 25m swimming pool, and Hammer Strength equipment. Complex are the three leisure facilities wet and dry areas and a hospitality zone, as well Details: http://lei.sr?a=G1T1w earmarked for improvements. july 2012 © cybertrek 2012 Read Health Club Management online at healthclubmanagement.co.uk/digital 9 UPDATE NEWS ,'dgffcXe[c\`jli\ Z\eki\gcXee\[]fiEfkkj E\nZ\eki\kffg\e`eIfZ_[Xc\ The BIG Games, a showcase of sports, arts and heritage activities, will help mark the official launch of a new £10.8m leisure centre in Rochdale, Greater Manchester, on 7 July. Facilities at Rochdale Leisure Centre include an eight-lane, 25m swimming pool and a 17m learner pool with moveable floor. The centre’s 50m pool will be the first in the city The main fitness area incorporates more than Nottingham is to get its first 50m swimming 100 stations, including The town’s new £10.8m leisure development has been designed by KKA pool under plans for a £13.5m overhaul of equipment supplied by Harvey Hadden Leisure Centre – the final Life Fitness, Trixter, Escape and Concept2, forms part of the local authority’s wider part of the local authority’s wider leisure as well as Power Plate. £33.8m capital programme. improvement strategy. Life Fitness equipment and Concept2 Rochdale Council cabinet member for A fitness suite, health suite and multi-use rowing machines also feature in the activity culture and leisure Jacqueline Beswick says: spaces for dance and movement activities gym area, while the studio offers 31 Star Trac “This is the third multi-million pound sports are also proposed for the centre, with Spinning bikes and Escape equipment. centre in the borough. [The centres] offer a the revamp to complement the outdoor The new KKA-designed centre step-change in the quality of leisure.” athletics stadium and pitches. was built by Willmott Dixon and Details: http://lei.sr?a=G7i8i Details: http://lei.sr?a=S0D2g ;Xm`[Ccfp[C\`jli\lem\`cj 9@JCi\gfikle[\ic`e\jc\`jli\j\ZkfiËjnfik_ >pdeXjk`Zj8ccJkXij A new study commissioned by Business in per cent) are currently employed within the Health and racquet club operator David Sport and Leisure (BISL) and compiled by sector, which is more than the combined Lloyd Leisure has launched a new coaching global consulting firm Oliver Wyman has total for manufacturing, construction and programme designed to teach young people underlined the “significant contribution” of financial services. the core skills of gymnastics. the UK leisure sector. BISL’s report, which aims to demonstrate Gymnastics All Stars is backed by Total State of the UK Leisure Industry: A Driver the role that leisure can play in creating jobs Gymnastics – founded by Beth Tweddle for Growth – launched at an event in central and delivering growth, contains a number of – and will help children develop skills in London on 12 June – found that the industry recommendations for the government to better strength, flexibility and co-ordination. generates in excess of £200bn each year. The support the sector. It is initially being offered to three- and study also reveals that leisure employs 2.6 Recommendations include encouraging four-year-olds at eight clubs across the UK million people, a figure second only to the businesses to employ more 16- to 25-year- and will be extended to five- to seven-year- retail sector, and represents 8.8 per cent of old NEETs (those who are Not in Education, olds at those locations from September. the total UK workforce. More than one fifth Employment or Training) through a flagship Read more: http://lei.sr?a=B0T4u of 16- to 25-year-olds working in the UK (21 employment programme. gymmirror.co.uk WE SUPPLY & INSTALL GYM MIRRORS Stock & bespoke sizes Installation service Fast reliable nationwide delivery MIRROR SPECIALISTS Call the experts at ASPECT SAFETY MIRRORS telephone: 01223 263555 (office hours: 9.30am-5.30pm - Mon-Fri) email: [email protected] All major debit & credit cards accepted news and jobs updated daily on www.healthclubmanagement.co.uk edited by tom walker. email: M3 INDOOR E\nn\ccY\`e^jZ_\d\i\m\Xc\[ CYCLE A new £37m programme has M5 been launched to improve the ELLIPTICAL health, wellbeing and quality of life for nearly 170,000 older AIR people across the UK. image: marcel mooij/shutterstock.com RESISTANCE dallas – delivering assisted living lifestyles at scale – will RANGE examine new methods of using “innovative” products and services in order to create more independent lifestyles. Four consortia tasked with operating the new initiative, which has been developed by the Technology Strategy Board, have secured £25m of The scheme is designed to help improve the wellbeing of older people government funding. The consortia have also made contributions Factory will encourage people to plan their towards the dallas programme, along with futures. Living It Up will develop solutions to funding from the National Institute for Health allow Scottish communities to adopt healthy Research and the Scottish Government. lifestyles and the UK-wide i-Focus scheme Year Zero will provide an online application, will offer services to help people feel more allowing individuals to manage personal comfortable at home. health information, and Liverpool’s Feelgood Details: http://lei.sr?a=l3l4y I\gfik1 A study conducted by the University of Exeter and published in the British Medical Journal has claimed that regular exercise offers ‘no benefit’ in treating depression. The NHS-funded study saw image: .shock/shutterstock.com 361 patients being given help to boost their activity levels, in addition to receiving therapy or anti-depressants. All patients had fewer signs of depression after a year, but there was no difference between the exercising and non-exercising groups. The new research claims exercise has no impact in treating depression “ The choice of equipment The results call into was key to utilisation of our purpose-built environment question current NICE guidelines drawn up David Stalker, Fitness Industry Association at Birmingham’s new acute in 2004, which suggest that sufferers should do CEO, says: “It’s important to note that this is hospital. The flexibility of the up to three exercise sessions a week. The study just one of countless studies into the complex Keiser CV and air resistance does, however, contradict other studies on the relationship between exercise and depression.” equipment enables us to subject of exercise and mental health. Read more: http://lei.sr?a=X2Z6f effectively manage the broad spectrum of patients and enable their return to work and sport.” >fjgfikc\`jli\Z\eki\kfZcfj\\Xic`\ik_XegcXee\[ Gosport Borough Council (GBC) has revealed Holbrook Leisure Centre to be replaced by the Emma Batchelor that Hampshire’s Holbrook Leisure Centre will new Gosport Leisure Park in early 2013. Clinical Specialist In Physiotherapy, shut on 30 June – earlier than initially planned The new complex – to be operated by DC Queen Elizabeth Hospital, Birmingham – due to “serious damage” to its roof. Leisure – will comprise a 70-station gym and is GBC said the £35,000 cost of replacing the currently being built by Willmott Dixon. centre’s roof could not be “justified”, with Details: http://lei.sr?a=I7r0A Keiser UK Ltd 0845 612 1102 july 2012 © cybertrek 2012 11 www.keiser.com Be the Winner in Your Market with by CFM and Games4Life are teaming up this Summer to get your community active and joining your club. There is only one shot to embrace the games fever and that is now! With 20+ Marketing Methods in 6 weeks, CFM Invest the Time, the Manpower and the Budget to make sure your club is the Champion in your market. Do you want New Members this Summer with No Outlay? How about £50K-£100K to your bottom line? To be on top of the podium in your town and have a legacy of long term income and awareness call now on 0115 777 3333. @_CFM CreativeFitnessMkt Call now on : 0115 777 3333 or email: [email protected] www.cfm.net INDEPENDENT INDEPENDENT NEWS OPERATOR FOCUS :fm\ek>Xi[\e1=leZk`feXcGK TRX – evolution James Conci Mitchell, an ex-army lieutenant, has in training, opened SIX3NINE – a personal training practice – evolution for transforming a disused office in Covent Garden, London, your facility. into a functional training zone offering personal training. SIX3NINE has been set up predominantly as an open-plan gym containing a comprehensive free weights selection from Eleiko and Hammer Strength. It has two dual adjustable pulleys supplied by Life Fitness, along with a range of specialist kit, from Bulgarian bags to TRXs. The club has been designed as an open-plan gym with functional kit The practice has seven pieces of commercial CV equipment which is being operated as personal training including treadmills, cross-trainers, upright membership club. Memberships are available bikes and a rower. from around £70 a month, and the number There is also a specially designed treatment of memberships has been capped at 200 space, where trained staff provide sports to provide the “best possible environment massage and remedial treatments. for clients”. Mitchell has secured a 15-year lease The prices for personal training sessions agreement for the 232sq m (2,500sq ft) site, start at £50 an hour. =fid\iYfo\ifg\ej^pd`eJflk_NXc\j Former Commonwealth Games gold medallist boxer Jamie Arthur and his wife Karen have helped regenerate a local community space in rural south Wales into a inspiring training space and health club. Starting with a derelict bingo hut in Rhydyfelin, near Pontypridd, Wales, Jamie and fitness instructor wife Karen spent six months transforming a once-redundant community building into an independent gym and community hub, branded The emphasis of Arthur’s Gym is on boxing and combat training Arthur’s Gym. For your free Working together with UK-based equipment helped us to attract members to the gym. It’s supplier Jordan Fitness, the couple have fantastic to see a community gym offering so TRX training guide visit created a space with a heavy emphasis on many young people opportunities within the boxing and boxing training. sport, as well as promoting exercise for the www.trx-fitness.com/hcm Jamie says: “Jordan Fitness has supplied older age groups”. or call 0800 4585558 us with its Powerbags, Alpha Strong Arthur was crowned Welsh Super sandbags and Jungle Gym XT Suspension featherweight champion in 2008, and also Training Systems, which has resulted in won gold at the Commonwealth Games in great customer feedback. It has really Manchester in 2002. july 2012 © cybertrek 2012 SUPPLIER & TRAINING NEWS <==NgXike\ij_`g]fi Jb`ccj8Zk`m\cXleZ_\j8Zk`m\8dY`k`fe 8Zk`m\@H8ZX[\dp SkillsActive has launched image: marcelwavebreakmedia ltd/shutterstock.com its new ActiveAmbition programme, in a bid to drive business growth by professionalising the active leisure sector and improving standards. The initiative will also look to raise the aspirations of current and prospective employers and employees through effective skills development. ActiveAmbition has been EFFW has been using eLearning since May part-funded by the UK Commission for Employment The initiative aims to professionalise the active leisure sector in the UK Active IQ Academy has partnered with and Skills, through the énergie Fitness for Women (EFFW) – Employer Investment Fund (EIF). It will see that upskilling existing and new employees is the specialist female-only fitness and SkillsActive working with employers, trade vital to the growth of the sector. weight loss centre – in order to provide associations and stakeholders across the UK “ActiveAmbition represents a framework eLearning resources. over the next two years. The new scheme to provide improved skills delivery for the From May, EFFW has been using Active will expand on the work undertaken on the industry, building on the work undertaken IQ Academy eLearning to deliver the Active skills protocol. by operators during 2011 to create the Skills IQ Level 2 Certificate in Instructing Pre- James Emmett, head of employer engagement Protocol and a report by the Skills Protocol designed Exercise Sessions to all its UK at SkillsActive, says: “It is widely recognised Employer Leadership Group (SPELG)”. staff. The partnership will help EFFW ensure that all staff are qualified to Level 2 and are included on REPs. >Xd\jgcXk]fidXe[`G_fe\Xgg]ifd=`kYl^ Read more: http://lei.sr?a=Z4B0T More than 90 Everyone Active fitness motivators will receive training from British Rowing in a bid to increase the quality of rowing instruction at facilities with indoor rowers. The NGB will deliver seven four-hour sessions to address a gap between the popularity of indoor rowing and the standard of gym instruction. Everyone Active group fitness development manager Michelle Bletso says: “This will help us provide the best gym experience for our users.” Fitbug’s new Games Framework allows teams or individuals to compete against each other in virtual challenges Fitbug Holdings, the AIM-listed provider of Fitbug games offering that can be customised C\jD`ccjcXleZ_\jJ?Ë98D online personal health and wellbeing services, and branded to meet client requirements. `ekfLB]`ke\jjdXib\k has launched a new Games Framework and The new Games Framework supports iPhone app as an extension to fitbug.com, Fitbug’s corporate sales strategy of encouraging Group exercise programme provider allowing users to increase their exposure to employee health and wellbeing – resulting in Les Mills has introduced its SH’BAM the Fitbug service. a reduction in direct medical costs and the programming to the UK fitness market. Using Fitbug’s established Connected Health hidden costs associated with absence. Featuring simple dance moves, SH’BAM platform, the new Games Framework allows Fitbug has also launched its first iPhone app, has been designed to allow people of all teams or individuals to compete against each which allows Fitbug members to log physical ability to take part. other to complete virtual challenges. activities and nutritional input, amend their Unlike other dance-inspired workouts The new capability encompasses Google goals and check their daily step progress with that offer just one style of dance, SH’BAM map-based progress and hotspot graphics, a new, easy-to-use mobile interface. The aim combines basic dance choreography with Chatterbox and social media features, as well is to motivate users to track progress and a soundtrack of chart-topping hits, dance as team leader boards. encourage fitness dynamically, while on the music, remixes of familiar classics and It builds on Fitbug’s previous league go. The app is free and can be downloaded by modern Latin tracks. challenge, Fantasy Footfall, and is part of the Fitbug members from the App Store. 14 Read Health Club Management online at healthclubmanagement.co.uk/digital july 2012 © cybertrek 2012 THE COMPLETE PERSONAL TRAINING SOLUTION FROM TECHNOGYM Arke Complete range of functional tools and programming to suit all clients Kinesis Stations Kinesis One Intuitive, functional movement – Total freedom of movement – the future of resistance training a PT’s dream tool “Kinesis One and Arke provide versatility whilst also allowing us to fulfil one of our key core values – delivering results!” Charlotte Ord Owner of Phoenix Pro Fitness and Personal Trainer in The Biggest Loser. Discover Technogym Personal Training solutions to: Q Increase secondary revenue Q Capitalise on small group training Q Engage and attract members Q Increase member interaction and retention Contact Technogym to find out more about these fantastic products as well as full training support and attractive leasing options. Tel: 01344 300236 E-mail: [email protected] www.technogym.com INTERNATIONAL NEWS `eYi`\]%%% J`^eXkli\ZclY]fiL=:>PD UFC GYM BJ Penn Hawaii opened in club, but offers all the tools you and your E\nk\ii`kfi`\j]fiM`mXÔk Honolulu in May – the fifth UFC GYM. family needs to get results,” says Penn. Vivafit has signed a master The 3,440sq m club has been launched Through its ‘Train Different’ philosophy, franchise agreement for four in partnership with BJ Penn, Hawaii UFC GYM embraces the workouts and southern states of India – Andhra native and two-division UFC champion. lifestyle that have proven successful for Pradesh, Kamataka, Kerala and “My new signature gym is not a Penn and other elite UFC athletes. Tamil Nadu – with the first gym set traditional health club or just a fight Facilities at the new club include a to open next month in the city of fitness suite with CV and resistance Bangalore. With this agreement, the equipment, a dedicated grappling room, Portuguese brand now holds two functional area and MMA zone devoted agreements in India, with another to martial arts training. There’s also expected for the state of Maharastra a large group exercise studio offering before the end of the year. hundreds of classes every week – from Vivafit has also signed its first TRX Suspension Training to Hot Hula, contract for Malaysia – the seventh Brutal Barre and signature programming country for the women-only fitness like Daily Ultimate Training. A range of franchise – which allows for the youth programmes are also available. opening of up to 200 gyms in that UFC GYM is a brand extension of the market. The contract was formalised UFC GYM has opened its fifth site, in Ultimate Fighting Championship, in alliance at the end of May between Pedro Ruiz, Honolulu, in partnership with BJ Penn with New Evolution Ventures (NeV). Vivafit CEO, and Cecile Jamoulle- Ögren, who also holds a contract to open 100 gyms in Singapore. The first Vivafit centre in Malaysia Gfc`j_ZclYjYffjkb`[jËf]]\i`e^ – and the sixth in Asia – will open Gravitan in Poland has installed ZigZag’s within a few months and will be dance mats at two of its health sports located in Kuala Lumpur. Before clubs as part of the chain’s junior offering. the end of 2012, Vivafit foresees the The eight-mat Xer-dance systems, at opening of at least two other centres Targowek Retail Park and Janki Shopping in Singapore, and is negotiating its Park, will sit within the Gravitan Junior entry into the Indonesian market. section of the clubs, which cater for kids from the ages of six to 12 years, offering =`ke\jj=`ijk^\kj]leZk`feXc a range of activities that aim to improve In Germany, Fitness First has re- motor activity, co-ordination and fitness. opened its club in Frankfurt’s MyZeil Fergus Ahern, MD of ZigZag – part of shopping centre following a refurb. Physique Sports – says: “Gravitan health The operator worked with supplier sports clubs have a really strong family Escape Fitness to create a 300sq m theme, much like Virgin Active and David freestyle area in the gym. This has Lloyd Leisure in the UK. The dance mats been split into eight zones, with a fit perfectly with this, offering a fun fitness ZigZag dance mats offer ‘a fun fitness activity different emphasis in each. These activity for the younger members.” for the younger members’ include a core, balance and strength zone; a power zone; and a sprint track for speed training. ?Xi[:Xe[p=`ke\jjfg\ejk_`i[j`k\ The zones are equipped with core boards, BOSUs, medicine balls, Hard Candy Fitness – the health a beautiful atrium area. Madonna is due dumbbells, kettlebells, battling club brand launched by Madonna to visit the club next month. ropes, core bags and ViPRs, in conjunction with New Evolution Hard Candy Fitness has also been complemented by speed ladders, plyo Ventures – has celebrated the opening strengthening its social media presence. boxes and TRX suspension trainers. of its newest location in Santiago, Chile. Through fan interaction and content The 3,000sq m facility, which opened creation, it has seen its online social Gi\Zfi\ek\ijE\nQ\XcXe[ last month, is the third Hard Candy following grow significantly on several Following the recent launch of Fitness club – clubs are already open platforms. A recent ‘Bring Hard Candy its Australasia office, equipment in Mexico City and Moscow. Facilities Fitness to My City’ social media supplier Precor has partnered include an aquatic centre and group campaign produced an overwhelming with Bernsport to distribute fitness studios for dance, yoga, pilates global response from individuals its commercial and consumer and group cycling. With a high focus on eager to have the Hard Candy Fitness equipment throughout New Zealand. design values, the club is centred around experience on their doorstep. 16 Read Health Club Management online at healthclubmanagement.co.uk/digital july 2012 © cybertrek 2012 news and jobs updated daily on www.healthclubmanagement.co.uk edited by kate cracknell email: [email protected] Th e new facility operates in a similar way to a private members’ club, with a cap of 2,000 members Gli\:clYD\[>pdfg\ej`eGXi`j Club Med Gym opened its latest fi tness Th ere’s also a Pavigym small group training and wellbeing centre in the Place de la zone. Th is is complemented by a studio Bastille, in the heart of Paris, last month. timetable off ering over 70 sessions a week, Th e club has been launched under including a number of classes exclusive the new Pure Club Med Gym brand, to the new club. Membership costs €148 a a concept designed to off er members month, paying on a month-by-month basis. additional comfort and services. Th e club was designed with strong Th e new club has a top-end, green credentials, as well as inclusivity: contemporary feel, and was designed disabled users have full access to all by the architectural fi rm Studio Marc facilities, from the gym equipment to the Hertrich & Nicolas Adnet. It operates in showers, hammams and saunas. a similar way to a private members’ club, “By expanding its network with a with a cap of 2,000 members. unique concept, Club Med Gym is Facilities at the 1,300sq m club include a pursuing its development strategy and gym equipped by Technogym – including continues to strive to bring ever more Kinesis, Vario and Pure Strength, plus satisfaction to demanding fi tness and integrated VisioWeb on all CV equipment. wellbeing fans,” says a spokesperson. D`^ifjcXleZ_\j 9?C`m\: 18 Read Health Club Management online at healthclubmanagement.co.uk/digital july 2012 © cybertrek 2012 news and jobs updated daily on www.healthclubmanagement.co.uk edited by tom walker. email: G 8]fid\iZclYdXeX^\i#D`[[\cbXdg_Xj i\Z\ekcpZf$Xlk_fi\[XYffbk_Xkifle[jlg ,''b\pÔke\jjjkl[`\j]ifdXZifjjk_\ nfic[Æ^`m`e^Xefm\im`\nf]i\j\XiZ_ Zfe[lZk\[feXeldY\if]kfg`Zj ?fndXepp\Xij_Xm\pflnfib\[ N\i\k_\i\Xeple\og\Zk\[ `ek_\_\Xck_Xe[Ôke\jj`e[ljkip6 Ôe[`e^jn_`c\ni`k`e^k_\Yffb6 @jkXik\[XjXal[fk\XZ_\i`eX_\Xck_ZclY P\jÆefkc\Xjkk_\Xdflekf]i\j\XiZ_ n_\e@nXj(,p\Xijfc[%8kk_Xkk`d\# efYf[pbefnjXYflkB\\g`ed`e[ @nXjXd\dY\if]k_\;lkZ_eXk`feXc k_Xkk_`jYffb`jefkXYflkfe\fi\m\e k\Xd%8]k\ik_i\\p\Xijf]Y\`e^Xal[f X]\n`em\jk`^Xk`fej%@kX`djkf^`m\Xe k\XZ_\i#k_\ZclYfne\iXjb\[d\kf[f fm\im`\nf]Xcck_\jZ`\ek`ÔZi\j\XiZ_ Ôke\jjZcXjj\jkff#Xe[X]\np\XijcXk\i XmX`cXYc\ÆXe[k_\i\Xi\jfd\m\ip# _\Xjb\[d\kfY\Zfd\k_\ZclYdXeX^\i m\ip`ek\i\jk`e^jkl[`\jflkk_\i\% f]Ôijkfe\ZclYXe[cXk\if]knfZclYj% N_f`jk_\YffbkXi^\k`e^6 PflXcjf_Xm\XdXjk\ij[\^i\\`e @kj`ek\e[\[i\X[\ij_`gZfdgi`j\j c\`jli\Æn_Xk[`[pfljkl[p6 ZclYfne\ij#dXeX^\ij#`e[ljkip @jkl[`\[\o\iZ`j\jZ`\eZ\Xkk_\ XjjfZ`Xk`fej#YXebjXe[jffe% Le`m\ij`kpf]Lki\Z_kXe[jg\Z`Xc`j\[ `e\o\iZ`j\X[_\i\eZ\ i\k\ek`fe # N_XkXi\k_\YffbËjb\pk_fl^_kj dXeX^\d\ekXe[pflk_jgfikj% pflË[c`b\kff]]\ifg\iXkfij6 @kËjZilZ`Xck_Xkk_\Ôke\jj`e[ljkip ?fncfe^_Xm\pflY\\e`emfcm\[ [\m\cfgjXYf[pf]befnc\[^\%N\_Xm\kf `ei\j\XiZ_gifa\Zkj6 Yl`c[fligif[lZkjXe[gif^iXdd\jYXj\[ @kjkXik\[n_\e@nXjXkle`m\ij`kp#`e fe\m`[\eZ\Æk_`j`jm`kXc`]n\Xi\kfYl`c[ (00+Æ@nfib\[]fik_i\\p\XijXkk_\ kiljkn`k_Zfejld\ij#YXebjXe[jffe% le`m\ij`kp`eLki\Z_kÆjf(/p\Xijefn% @kËjm\ipjkiXe^\k_Xk#]fi\oXdgc\#^iflg Ôke\jjgif^iXdd\jXi\jk`cccXleZ_\[ :flc[pflk\ccljXYflkk_\e\n ^cfYXccpn`k_flkbefn`e^`e[\kX`cn_Xk Yffb6N_Xk`jk_\fm\iXcc`[\X# k_\Y\e\ÔkjXi\]figXik`Z`gXekj%N\befn UK DESIGNED Xe[n_Xkkfg`Zj[f\j`kZfm\i6 \m\ec\jjXYflkn_Xknfibj`ek\idjf] K_\dX`egligfj\f]k_\YffbÆK_\JkXk\ jXc\jXe[dXib\k`e^#\dgcfp\\jXk`j]XZk`fe UK MANUFACTURED f]I\j\XiZ_`ek_\>cfYXc=`ke\jj@e[ljkipÆ`j \kZ%Dfi\`jbefnefei\k\ek`fe#Ylk\m\e kfZfcc\Zk#[\jZi`Y\Xe[[`jZcfj\Xcck_\ _\i\k_\i\Xi\jfd\_l^\befnc\[^\^Xgj% jZ`\ek`ÔZi\j\XiZ_k_Xk_XjY\\e[fe\fe SPEED IIII Ôke\jjZclYjnfic[n`[\Æk_`j_XjefkY\\e N_Xk[fpfl_fg\kfXZ_`\m\ [fe\Y\]fi\%K_\YffbcffbjXkXifle[,'' n`k_k_\Yffb6 STRENGTH IIII m\ip`ek\i\jk`e^jkl[`\jXZifjjXeldY\i N\Ëm\Xci\X[p_X[Xcfkf]jlggfik]ifd f][`]]\i\ekkfg`Zj#`eZcl[`e^1`e[ljkip& july 2012 © cybertrek 2012 19 IHRSA EUROPE UPDATE NEWS GLOBAL OVERVIEW The health and fitness industry is well positioned for steady growth, according to The 2012 IHRSA Global Report. Kristen Walsh offers a summary of the findings n May, the International Health, “Led by strong performance in the we know that for certain,” adds IHRSA Racquet & Sportsclub Association Americas, the industry is well positioned president and CEO Joe Moore. “The (IHRSA) released The 2012 IHRSA for steady growth as consumers continue economic situation has tested our mettle Global Report: The State of the Health to place a high value on the role health and made us work harder than we Club@ Industry. According to the report, clubs play in improving their health,” thought possible. But we’re now a better the global health club industry generated says Jay Ablondi, IHRSA’s executive vice industry, and better times lie ahead.” an estimated US$72.7bn in revenue in president of global products. 2011, from more than 133,000 clubs “For years, we presumed that our >ifnk_j\^d\ekj serving 129 million members. industry was recession-resilient; now Franchises, in particular, continue to perform very well. Anytime Fitness expects to continue its new club opening About The IHRSA Global Report rate of approximately 300 clubs a year for the foreseeable future, expanding The 2012 IHRSA Global Report: The Supplement to Club Business International into at least three or four new countries State of the Health Club Industry in the next 12 months, according to contains a comprehensive overview Mark Daly, national media director for of global health club markets in Anytime Fitness. The US-based company North America, South America, – headquartered in Hastings, Minnesota THE Europe, Asia-Pacific and Africa. IHRSA GLOBAL REPORT – already has nearly 1,500,000 members 2012 Insights from leading club companies, THE STATE OF THE across 1,800 clubs worldwide. //HEALTH CLUB INDUSTRY suppliers and associations are also Snap Fitness – based in Chanhassen, included in the report. Minnesota, US – is also experiencing “One of the unique aspects of The growth, with approximately 1,300 IHRSA Global Report is the profile locations open worldwide and some information it provides on more 15–20 new clubs added on a monthly than 270 IHRSA clubs and associate basis. And in its first year, Crunch member companies,” says IHRSA’s Jay Fitness Franchise opened 12 locations Ablondi. “As a convenient year-round throughout the US and Australia, and resource, it’s easy to understand why has inked deals to open an additional 100 the report is consistently our best- ® clubs throughout the US and beyond. selling item and the most requested Meanwhile low-cost providers are publication by industry stakeholders, members, and highlights the “challenging the entire industry to raise investors and the media.” top 10 global markets in these its game,” says Ray Algar, managing categories. Markets are also director of Oxygen Consulting, which The Global Report is divided into ranked by region. provides strategic business insight to four sections: n The Company Profiles section organisations serving the global health highlights more than 240 leading and fitness industry. Algar is also the n The Industry Overview section health club companies from author of The 2011 Global Low-Cost details the industry’s performance around the world. Gym Sector Report, which was in 2011, along with analysis and n The Supplier Profiles section supported by Precor. insights from industry experts and features fitness equipment “The middle market in many industries leading club operators. manufacturers and suppliers, is under attack from both low-cost n The Industry Research section whose products and services and premium segments,” Algar says. includes data on revenue, number help club operators to maximise “Consumers have high expectations of facilities and number of club their profitability. even when the price they pay is low, and are no longer embarrassed by their 20 Read Health Club Management online at healthclubmanagement.co.uk/digital july 2012 © cybertrek 2012 news and jobs updated daily on www.healthclubmanagement.co.uk Health Club Management is IHRSA’s European Strategic Media Partner The health club industry caters for 129 million members around the globe Anytime Fitness is opening around 300 clubs a year Virtual classes can add value without too much extra cost low-cost purchases. Rather, they talk about them openly and boast about their “INDEPENDENT PUBLISHER IBISWORLD savings on social networks.” Low-cost fi tness facilities can have SAYS THE US INDUSTRY WILL GROW BY AN a positive impact in many ways, adds Algar. “They’re introducing excitement AVERAGE 2.8 PER CENT A YEAR UNTIL 2017” and momentum into the global health club industry. They’re also challenging existing clubs to re-examine their totalled 51.4 million members, compared Health & Fitness Clubs in the US. The own member proposition, because to the 2010 fi gure of 50.8 million. organisation predicts that the US health increasingly, consumers will question Usage reached an all-time high of 102.5 club industry will experience average why they’re paying high fees if they’re visits per member in 2011 as revenue annual growth of 2.8 per cent until 2017. receiving what feels, to them, like a increased by 5 per cent to US$21.4bn. The markets in South America self-service experience.” The number of health clubs remained also continue to show positive relatively unchanged at 29,960 units. growth indicators. Brazil still ranks K_\8d\i`ZXj “Gyms and fi tness clubs have been high in the number of health club Overall, the markets in North and South remarkably resilient,” notes IBISWorld, locations, second worldwide only to America are faring well in comparison the world’s largest independent the US. Brazil, Argentina, Chile and with select European counterparts. publisher of US industry research in Uruguay, combined, serve 7.2 million Health club membership in the US its February 2012 report entitled Gym, members at an estimated 24,000 july 2012 © cybertrek 2012 Read Health Club Management online at healthclubmanagement.co.uk/digital 21 IHRSA EUROPE UPDATE NEWS clubs. Additional data and analysis is expected in the forthcoming IHRSA TOP 10 GLOBAL MARKETS Latin American Market Report. INDUSTRY REVENUE (USD IN MILLIONS) The top 10 countries account for 78% of total industry revenue. United States $21,400 nearly 48,000 clubs. Italy $3,349 However, due largely to the economic environment, select European health France $3,179 club markets have encountered South Korea $2,880 challenges. High VAT rates in Portugal, Canada $2,568 for example, have taken their toll on Sources: U.S. - IHR SA analysis; Canada - Industry experts; Asia- Pacific: The 2011 IHR SA International Report: Size & Scope of Key Health Club Markets (Deloitte analysis); Europe - The 2010 European the nation’s health club industry. Early Brazil $2,197 Health Club Report: The Size and Scope of Leading Markets, The Leisure Database, DSSV estimates show a decline of 10 per cent in market size, club count and memberships. Other markets showing The IHRSA Global Report lists top 10 markets across a number of categories a slight decline in performance include Spain, Italy, Ireland and Greece. The UK recorded marginal declines “EUROPE CONTINUES TO BE THE LARGEST in total number of health clubs and members in the 12 months to 31 March REGION, WITH A MARKET SIZE OF US$31.2BN 2011. The number of health clubs decreased slightly from 5,885 to 5,852 AND 43 MILLION MEMBERS OF 48,000 CLUBS” units, and the number of members dropped from 7.4 million to 7.3 million. (Note: The Leisure Database Company range, says Rasmus Ingerslev, CEO of China’s market penetration rate is in the UK released data last month for Fresh Fitness in Denmark. “This will currently low. Nonetheless, the fi tness the 12 months to 31 March 2012, which challenge operators in all segments market is competitive, with some reveals a more positive picture). and force them look at what is actually expecting the smaller commercial Although membership in Germany perceived as valuable by their members, club companies to be replaced by decreased from 7.9 million to 7.6 million, how they can reduce costs, and how small community gyms and large the total number of clubs grew by 600 they can incorporate services that do commercial fi tness centres. units and 7,304 facilities. not add signifi cant cost, such as virtual The full effects of the 2011 But the recession hasn’t hit the group exercise,” he explains. earthquake, tsunami and nuclear Nordic market as hard as it has other disaster in Japan have yet to be seen. countries, reports Olav Thorstad, CEO 8j`X$GXZ`]`Z of SATS. “Norway is taking the lead Asia-Pacifi c is home to several global JlddXip in terms of growth and will do better market leaders. Asia generates roughly Only time will tell what lasting impact than feared,” he says. “Sweden and US$11.2bn in annual revenue from the slowly dwindling fi nancial crisis will Denmark are heading for brighter times more than 18,000 clubs and 13.5 million have on European markets. However, and Finland has slow but continued members. Meanwhile, with over 3,000 strong key performance indicators in the growth. The latter part of 2012 will clubs, Australia and New Zealand Americas and opportunities in the Asia- potentially mean an improved economic collectively generate US$2.3bn in Pacifi c leave room for future growth. environment for the Nordics, supporting revenue from 3.1 million members. increased growth for the industry.” While Australia’s health club “In spite of challenges, the European industry has remained steady over the market is home to some of the top- past few years, the landscape of the OBTAIN YOUR COPY performing club companies,” says market has been dynamic. Alongside Ablondi. “Health City International full-service chains, the personal The 2012 IHRSA Global Report: The and Virgin Active, in particular, have training studios, outdoor fi tness, State of the Health Club Industry achieved signifi cant growth over franchises and 24-hour facilities claim is available in both print and the past few years.” Health City signifi cant market share. The use of PDF format to IHRSA members International increased total number technology in the Australian market (US$49.95) and non-members of units from 97 in 2007 to 270 clubs plays a key role in enhancing member (US$99.95). Please visit: www.ihrsa. by the end of 2011, while Virgin Active experience and member retention. org/2012-ihrsa-global-report increased revenues from US$484m in Although China is a leading global Questions? Please contact: 2007 to US$829m in 2011. market, the potential for growth Email: [email protected] Meanwhile, competition is increasing in the fi tness sector remains. With Tel: +1 (617) 316-6811 in Europe, starting at the lowest price approximately 3.4 million members, 22 Read Health Club Management online at healthclubmanagement.co.uk/digital july 2012 © cybertrek 2012 GO! GET READY to meet, face to face, with the most influential operators and suppliers in the health & fitness industry at SIBEC UK & SIBEC Europe in 2012. GET SET to network, meet, talk business and build long lasting relationships in your industry by appointment in a 5 star hotel. GO! It’s simple, you chose the companies you want to meet with and we arrange your meeting schedule. At SIBEC YOU are guaranteed face to face appointments with the companies YOU want to meet with. It’s tried and tested over 15 years. Register for SIBEC in 2012 and be part of a unique club which is unparalleled in the industry. REGISTER for SIBEC Europe in 2012: 31st October - 3rd November 2012 12 Corinthia Hotel, SIBEC Budapest, Hungary Europe Call: +356 2137 0207 Email: [email protected] Web: www.sibeceu.com FIA UPDATE NEWS 8e\nc`]\X]k\infib Health Club Management is the ;Xm`[JkXcb\ii\gfikjfe_fnk_\=@8_Xjk\Xd\[lgn`k_jfZ`Xc FIA’s Public Affairs Media Partner [\j`^eX^\eZpk_`ebglYc`Z#kf[\m\cfgXeXdY`k`fljgifa\Zkkf_\cg dXc\i\k`i\\jjkXpjfZ`XccpXe[g_pj`ZXccpXZk`m\ id you know that one in fi ve and discussions about retirement. It older people admit they cannot includes inspirational stories, an events ; remember the last time they did diary to meet and connect with others, any exercise? Yet older people who are and the opportunity to build friendships physically active benefi t not only in health and share experiences. terms, but also socially. Over six months, we have talked to Reduced physical activity levels and over 350 people about how they feel social interaction can oft en begin in about the idea of retirement, what retirement, particularly for older men, it means for them and some of the many of whom are left feeling isolated and challenges they face at this time in lonely when they fi nish work. their lives. What we heard was that the With this in mind, the FIA and design concept of retirement is outdated. Lives agency thinkpublic have spent the last six are longer and the idea of pottering months successfully piloting an online about for a few years is no longer platform to improve the quality of life and relevant. For modern men, this is a time health of men entering retirement. With of opportunity, a new start, a time to the help of physical activity providers, we fulfi l lifetime ambitions, re-train, take up are now ready to expand the concept. something new, live life for yourself. During the trial period, engagement K_\8]k\iNfib:clY events organised through Th e Aft er Work Th e Aft er Work Club website is created Club gained positive feedback. “Th e Aft er by men for men, to start new connections John Searle: Off ering inspiration to others Work Club is brilliant because the key when it comes to helping people, especially men, is actually hearing stories of what others have done,” commented one user. OFFERING INSPIRATION EXk`feXcifccflk Examples of male retirees who have found a new lease of life after work, many in Further growth of Th e Aft er Work the physical activity sector, are inspiring After Work Club participants: Club requires support from physical activity providers. We are now looking Doctor turns personal trainer: John Searle for organisations to step forward and John Searle retired from his role as a consultant anaesthetist in 1999, when he deliver case events or sessions around became unable to perform the technical aspects of the role after he developed physical activity, to support this transition rheumatoid arthritis. He has since taken up a new vocation and has been working from being busy at work to having lots as a personal trainer since 2005. “I have effectively had a second career when I of spare time. Th ese will be showcased thought I had been relegated to a not very active retirement. It has been hugely on Th e Aft er Work Club website and rewarding,” he says. could generate additional members in a demographic not yet maximised within From architect to Nordic Walking: Duncan Barratt your club or facility. Duncan Barratt is currently an avid Nordic Walking UK instructor and advocator Th e Aft er Work Club aims to scale of the benefi ts of physical activity. He retired in 2008 following a career as an nationwide and will inspire, connect architect. At 69 years of age, he has been proactive in his retirement, taking up a and empower men during the transition new vocation and transforming his own health and fi tness. period away from full-time work and into On average, Barrett spends four to six hours a week Nordic Walking, and a the next phase of their lives. further 12–18 hours a week doing additional activities. Not only that, but every To fi nd out more about Th e Aft er Work day he gets to see others taking steps towards becoming fi tter. “I’m going to Club or to list your events or activities, expand my programme of regular weekly Nordic walks and courses and motivate please visit www.theaft erworkclub.co.uk men – particularly those aged over 60 – to get fi t,” he says. or contact Karen Prothero on +44 (0)20 7420 8565 / karen@fi a.org.uk 24 Read Health Club Management online at healthclubmanagement.co.uk/digital july 2012 © cybertrek 2011 Whatever your space there’s now a Miele to fi t Short of space? Unsuitable electrics? No adequate venting? No problem. Miele’s latest machines have an option for even the most challenging of installations, so everyone can enjoy unparalleled laundry performance. For more information on our latest range of machines call 0844 893 0777 or visit us at www.miele.co.uk/2012 Proud Sponsors of 2012 GSWS Mobile App Innovation to Fuel Your Imagination If Only I Could... ● Generate centralized reports for all of my spas ● Manage all my spas from my tablet or mobile phone ● Accept online bookings anywhere, anytime Imagine the Possibilities with Cloud-based Spa Management Software 1.866.966.9798 | www.spa-booker.com/gsws powered by www.leisurediary.com DIARY worldwide event listings for leisure professionals The future of fi tness... JULY 19–24 ❘ ICSEMIS 2012 Venue SECC, Glasgow, UK Summary The fi rst ICSEMIS (International Convention on Science, Education and Medicine in Sport) was held in China in 2008, just prior to the Beijing Olympic and Paralympic Games. The title of this year’s conference, being held in the UK around the London Olympics, is ‘Sport... Inspiring a Learning Legacy’. The BASES Conference 2012 will be integrated into ICSEMIS 2012. Web www.icsemis2012.com AUGUST 2–5 ❘ DCAC Washington The UK’s Leisure Industry Week Venue: Washington DC, US takes place from 18–20 September Summary DCAC’s goal for its fi tness conventions is to ‘re-ignite your passion for range of zones, each offering insight into fi tness’. It strives to offer the highest the latest trends and innovations. Last quality fi tness education sessions and year’s event also saw the launch of a ...be part of it. certifi cations taught by some of the new Education Village, hosting seminars world’s leading fi tness experts. and the IOU independent operators’ Web www.dcacfitness.com forum. The members’ choice Health Club Awards take place alongside LIW, 30–1 September ❘ Annual with a gala dinner and awards ceremony A revolutionary new product IHRSA / Fitness Brasil Latin on the Tuesday evening. American Conference & Web www.liw.co.uk from Pulse Fitness, featuring Trade Show a unique, innovative, powerful Venue São Paulo, Brazil 19–21 ❘ Health+Fitness movement proven to deliver Summary Business Expo and the greater results in less time The premier conference and trade show Interbike Expo in Latin America, with commentary on Venue: Sands Expo & Convention – burning more calories trends shaping the local fi tness industry. Center, Las Vegas, US and conditioning the body Web www.ihrsa.org/fitness-brasil Summary simultaneously. Running the Health+Fitness Business Expo and the Interbike International SEPTEMBER Bicycle Expo in adjacent rooms gives 13–16 ❘ SIBEC North America attendees an opportunity to interact Venue The Ritz-Carlton Orlando with suppliers from both segments of Grande Lakes, Florida, US the fi tness industry. Health+Fitness Be the first to try it at LIW 2012. Summary Business also features seminar sessions. A one-to-one meeting forum for Meanwhile, the Outdoor Demo event leading owners, operators, CEOs and takes place in Boulder City, Nevada, on COOs of health, recreation, sports 17–18 September. and fi tness organisations to meet Web www.healthandfitnessbiz.com face-to-face with executives from key supplier companies. 26–28 ❘ European Fitness Web www.mcleaneventsinternational.com Summit (EFS) Venue Hotel Skipper, Barcelona, Spain 18-20 Sept 2012 - NEC Birmingham UK 18–20 ❘ Leisure Industry Week Summary Stand H360 Venue NEC, Birmingham, UK EFS offers suppliers from the fi tness, Summary wellness and health sectors an opportunity The UK’s largest and most infl uential to meet decision-makers from leading exhibition for the leisure industry, fi tness studios and wellness centres from catering for all sectors of out-of-home selected European markets, in a series of leisure and attracting thousands of face-to-face meetings. leisure professionals. The show spans a Web www.european-fitness-summit.com .com .com .com .com july 2012 © cybertrek 2012 club-pulse pulseselect pulsesoccer pulsefitness TALKBACK KATH HUDSON s JOURNALIST s HEALTH CLUB MANAGEMENT everyone’s talking about . . . GP referrals The fitness industry is well aware of the huge benefits of activity for both physical and mental health, but how can we get the medical sector to better embrace exercise referrals? he fi tness sector is chomping Nuffi eld Health’s Dr Sarah Dauncey At the recent TEDMED conference at the bit to get people says an ideal scenario would be to give in Washington DC it was mooted that active and improve their GPs a budget for referral schemes, people who live a long time, but who health via exercise referral drawn from the subsequent NHS need medical intervention, are good for schemes.T So how can we encourage savings exercise could deliver in reduced business for the pharmaceutical industry GPs to start referring more widely? hospital appointments, acute admissions and parts of the medical sector. I’m The link between lack of exercise and and A&E visits. Perfect though it would sure there are many GPs who would conditions such as heart disease and be, such a scenario is a long way off and vociferously disagree with this, but the cancer are widely reported. Meanwhile, there is a lot of groundwork to do fi rst. fi tness industry must seek them out. an inactive person spends 38 per cent Meanwhile, the lack of knowledge So what can we do? Meet with GPs more days in hospital over the course about exercise referral schemes when personally and build a relationship? of their life than an active person, and I called my local surgery and PCT press Lobby government for fi nancial it’s estimated that 20 per cent of the offi ce suggest they remain low priority. incentives for GPs who make referrals, UK population are accounting for 70 Exercise is also, it seems, seen as a as is already the case with referrals to per cent of the NHS bill. The fi tness hard sell to chronically inactive people. smoking cessation schemes? Place fi tness industry can help – but how can we Drugs often offer the ‘quick fi x’ professionals in GP surgeries to talk persuade the medical sector of this? approach that people often want. direct to patients? We ask the experts... HOW CAN GPS BE ENCOURAGED TO REFER? EMAIL US: [email protected] dr sarah dauncey cath mcguinness NUFFIELD HEALTH s MEDICAL DIRECTOR MIDDLEWAY SURGERY s GP think there are two main barriers s a keen sportswoman, I do “I to GPs referring people for “A understand the benefits of exercise: firstly, they have concerns exercise, but it’s hard to convey that about quality assurance and the level of to someone who comes to you in their expertise at health clubs; and secondly, late 40s, having done no exercise since there’s a general lack of understanding of school and now overweight and suffering exercise as a clinical management tool. from health problems. At Nuffield Health, we’re trying to My surgery is in one of the most overcome this by upskilling our in-house deprived areas of Cornwall, with poor staff, driving higher levels of clinical understanding of health and diet and nutrition, low levels of exercise and high levels of ill wellbeing within our clubs, and by working with GPs at a local health and obesity. My patients often look at me blankly when I level to build relations and improve general understanding of suggest exercise. However, colleagues working in middle-class exercise in the management of long-term chronic conditions. areas report more interest in exercise referrals. Offering memberships and giving GPs the opportunity to Going to a gym is a step too far for many of my patients: the experience an exercise prescription might help, giving them more cost, transport and childcare are all obstacles. If these could insight into what fitness professionals offer to help individuals use be reduced, it might improve the interest in exercise referral exercise as a clinical tool. Inviting them to educational evenings at schemes. I encourage my patients to exercise, but have to have fitness centres, to discuss the management of certain conditions, a low starting point – I suggest simple power walks to get a bit would help their understanding as well. puffed or breathless, or enlisting a friend to go to a class together. But measurable health outcomes are the best way of persuading Improved communication with the fitness industry would GPs: most are open to change if shown evidence. The fitness also help with the referral process, as we don’t always know industry needs to keep working on records to prove that exercise if schemes are still running. A central number to call for can work as a clinical and preventative management tool.” information would be beneficial.” 28 Read Health Club Management online at healthclubmanagement.co.uk/digital july 2012 © cybertrek 2012 “Measurable outcomes are the best way of persuading GPs: most are open to change if shown evidence” fred turok georgina jupp FIA s CHAIR CK ACADEMY s MANAGING DIRECTOR Ps are still somewhat cynical y experience suggests that, to “Gabout the proven medical “Mget GPs onboard with exercise benefits of exercise in the treatment and referrals, we need to make them simple, prevention of disease – they haven’t had with clear information and obvious the necessary evidence to ensure they professional expertise and pathways to see exercise as one of their key tools. deal with patients. The FIA is working to change this The main barriers to referral remain view. The Joint Consultative Forum – a a lack of understanding around the partnership between the FIA and Royal value of exercise, ongoing reluctance to Medical Colleges – is drawing up standards to give clear and engage with the fitness sector and – given time constraints of accredited guidelines for exercise programming, as well as UK appointment slots – the effort required to explain the benefits standards for using exercise to manage chronic disease. to patients. To overcome this, we must have a consistent I believe every surgery should have an in-house exercise approach to medical conditions, quality programming, and professional as standard, like the practice nurse. These exercise ongoing collection and evaluation of data which should be champions could work with the GP to identify those who shared with the referring GPs in a timely and consistent fashion. could benefit from exercise and draw up a 12-month wellbeing I believe the FIA’s inroads into disseminating evidence-based programme, taking a holistic approach to their health: exercise, information around exercise referral programmes and forging diet, stress, alcohol and whether or not they smoke. strong links with medical bodies will, over time, decrease GPs’ As a sector, we need to be better at reaching out to our resistance. But actually removing these barriers will inevitably busy local GPs. Go and visit your local GP surgery – not take longer. We must continue with our awareness-raising as a patient, but to form a relationship. Even offer the GPs initiatives, learn from and support each other to be taken a free membership, so they can experience first-hand the seriously as a sector, and continue to believe in our role in effectiveness of an exercise programme.” preventative healthcare.” july 2012 © cybertrek 2012 Read Health Club Management online at healthclubmanagement.co.uk/digital 29 interview DAVID LONG US gym franchise Orangetheory Fitness combines group exercise with high-intensity interval training to deliver personal training-type results at a quarter of the price – and it’s not only Stateside that this ‘perfect workout’ is winning fans. The co-founder and CEO talks to Rhianon Howells about his vision for a small studio brand with big horizons hen David Long and Jerome Kern signed up for the Ultimate Workout class at Ellen Latham’s Wgroup exercise studio in Ft. Lauderdale, Florida, three years ago – just round the corner from the franchise development company they co-owned – they weren’t merely looking to break a sweat. “We’d been searching all over the country for different fi tness concepts to develop when we happened to cross paths with Ellen,” explains Long. “She’d started working on the Ultimate David Long: CEO Ellen Latham: CFO Jerome Kern: president Workout concept a few years previously and we really believed this was a workout the pipeline, is on the verge of a Canadian with health and nutrition retailer GNC, that could give people great results. So rollout and is attracting interest from and later with hugely successful budget we started taking the class and building South America, Australia and the UK. So spa chain Massage Envy. It was with the our relationship with Ellen. what’s the secret of the brand’s success? latter, as vice president of operations, “With our business development And how does a premium product fl ourish that he cut his franchise teeth, helping to experience, and her fi tness and in these budget-conscious times? take the concept from 20 to around 550 programming background, we felt we could locations in just four years. build a small studio model that would GETTING RESULTS In 2007, he and Kern – a regional provide a great product for consumers.” Long has always been passionate about developer for Massage Envy – decided Fast-forward three years and, despite fi tness. After graduating from Florida to strike out on their own, setting up charging signifi cantly higher rates than University with a degree in physical their own company, the Ascente Group, many traditional health clubs, the therapy and an MBA, he started his to identify and develop new franchise Orangetheory Fitness gym franchise – career working in sales and operations concepts. While continuing to work based on Latham’s Ultimate Workout – for traditional health clubs. He then with Massage Envy on a consultancy has 19 sites across the US with 16 more in moved into management roles, fi rst basis, they soon found the opportunity Clubs are equipped with Workouts offer personal FreeMotion treadmills attention at a fraction and WaterRowers of the cost of PT 30 Read Health Club Management online at healthclubmanagement.co.uk/digital july 2012 © cybertrek 2012 they were looking for in a small, family- run health and beauty concept called the European Wax Center. Together, they grew the enterprise from fi ve to 200 locations, and sold out the entire US for area development. It was in the wake of this success, in 2009, that Long and Kern were looking for a fi tness concept on which to work their franchising magic. And in Ellen Latham’s Ultimate Workout – a high- intensity interval training class combining cardiovascular and strength training – they were convinced they’d found it. “We wanted something that was based on people actually getting results, and this workout was very results- driven, more akin to personal training,” explains Long. “We saw that, while personal training was very popular in the US, it was also very expensive – whereas with this product, people could get still professional assistance from a skilled trainer, but at a much lower cost. “Another factor was that the group setting provided a lot of energy – unlike Latham (right) oversees one-on-one training, which is more low- the heart rate of members during a workout key – and a lot of people thrive on that. ABOUT THE ULTIMATE So they were paying less than personal training to get the same results, but FITNESS GROUP actually enjoying it more.” and refi ned the concept in preparation for a national rollout. Orangetheory Fitness is a THE PERFECT WORKOUT The hour-long workout is rooted branded franchise model owned Together with Latham, Long and Kern in tried-and-tested principles of high- by the Ultimate Fitness Group, founded the Ultimate Fitness Group intensity interval training (see also p40) a company set up in 2009 by to manage what would become the – in particular, the theory of excess post- David Long (CEO), Jerome Kern Orangetheory Fitness brand. At a pilot exercise oxygen consumption (EPOC). (president) and Ellen Latham site in Ft. Lauderdale, opened in 2010, This says that, if you can achieve at least (chief fi tness offi cer). they created a small studio space with 80 per cent of your maximum heart rate The company has recently taken 12 treadmills, 12 rowing machines, 12 for 12–20 minutes, you will not only burn on a fourth partner, David Hardy suspension units and free weights and a higher number of calories during your – president of private investment benches for up to 24 people, plus a workout, but your body will automatically fi rm Franvest Capital Partners – to reception, showers and locker rooms. kick in to a higher metabolic rate, meaning roll out the concept in Canada. Taking Latham’s Ultimate Workout as it will consume more oxygen, and Long and Kern are also their starting point, they then developed therefore burn more calories, for 24–36 managing partners of the Ascente hours afterwards. To this, the partners Group, a franchise consulting and have added both systems and science. development company they set “We put in a lot more detailed up in 2007. The Ascente Group’s training systems, so we could make clients include Massage Envy, the sure incoming trainers were delivering European Wax Center and the the product in exactly the right way,” Ultimate Fitness Group. says Long. “We also added a heart rate monitoring system, Cardio GX by Polar, which allows us to monitor offering unique. “We’ve gone into a our clients’ heart rates and make sure lot of depth to put together a perfect they’re getting into the proper zone. workout,” he says. This is good for safety, as it makes sure Orangetheory Fitness studios typically people aren’t over-exerting themselves, offer between eight and 10 group sessions and at the same time it enables them to a day, with most members signing up be very effi cient, helping them get the for between two and four slots a week. best possible results from the time they Membership options range from monthly spend working out.” plans to pre-paid packages of 10, 20 or Although other clubs may offer high- 30 sessions, all of which are offered on intensity interval training, argues Long, a no-contract basis. “We don’t want to it is this very tailored, science-based use a contract to make the client feel like approach that makes Orangetheory’s they have to stay,” says Long. “We want july 2012 © cybertrek 2012 Read Health Club Management online at healthclubmanagement.co.uk/digital 31 interview people to come back to us because of the word about what we really do, we results and the service we provide.” ORANGETHEORY soon start to get more men.” Although the company’s monthly FITNESS BY NUMBERS Long is also keen to point out charges are signifi cantly higher than that, while the largest segment of those of many traditional clubs (see n There are currently 11,000 Orangetheory members are in their mid- information box, right), Long is quick Orangetheory Fitness members 20s to mid-50s, the brand also attracts a to point out that they are much lower across 19 US sites signifi cant proportion of people in their than those for personal training, against n The brand has a further 16 US 60s and 70s. The reason for this is that, which the product and the results it sites and three Canadian sites despite its basis in high-intensity interval delivers are more directly comparable. in development training (historically more appealing to “What we’re working to deliver is that n The target for each site is young, athletic men) the Orangetheory personal training experience that people 500 members workout – with its integral heart rate pay US$50–US$100 an hour for, but at a n A basic pre-paid package of monitoring system – is designed to be safe quarter of the cost,” he says. 10 sessions costs US$180 and effective for people of all ability levels, (US$18 per session) not just the already-fi t. “Our goal is to SOMETHING FOR EVERYONE n The most popular monthly make this a product for everyone,” says When it came to rolling out the franchise membership package – the Elite Long. “It doesn’t matter how old or unfi t concept, Long and Kern were able to Package – costs US$99 for eight our members are – we educate them to draw on their extensive experience with sessions a month (just under go at their own pace regardless, and our both Massage Envy and European Wax US$12.50 per session) trainers will help them to fi nd exercises Center. “One of the key things we’ve that are in-tune with their bodies.” learned is that the selection of the right Far from neglecting the out-of-shape franchise owner is critical,” says Long, also designed the look of the brand to market, Orangetheory actively goes adding that the company currently has encourage people to stop by and look in. after it, with reward-based weight-loss 25 franchisees on its books. “Franchising We’re confi dent that, if we can get people challenges a key component of every provides all the systems and tools for to come in and try the workout, we have new opening campaign. “We want to success, but with Orangetheory we a good chance of them becoming clients.” attract people who aren’t fi t at all, wanted people who believed in the In terms of who the brand appeals who need to lose maybe 30–50lbs,” product, who believed in fi tness and to, whenever a new Orangetheory says Long. “And these people really who were ready to be fairly hands-on. Fitness site opens, the gender split get amazing results with us. They have We believe this is a hands-on business of members tends to be 75 per cent a longer way to go to get fi t, but they and owners need to be involved. female to 25 per cent male, says Long – quickly get in their stride and feel “We also put a lot of effort into but once the site has been open a few comfortable with the programme.” helping franchisees pick the absolute months, this usually corrects to a more In fact, according to Long, as many best location. We target larger anchors, even ratio. “We have different theories as half of new members signing up to such as shopping centres, and we look around why that happens, such as Orangetheory have weight-loss goals of for a combination of visibility and walk- women being more comfortable taking 10lbs or more – unsurprising, perhaps, by traffi c. We love it when people can group classes, but once the location given the company’s claims that, as long see the signage from the road. We’ve is open and we’re able to spread the as they also stick to a healthy diet, men The group setting ‘provides a lot of energy,’ says Long 32 Read Health Club Management online at healthclubmanagement.co.uk/digital july 2012 © cybertrek 2012 G>9<:L6N;JGC>IJG: 8]Vc\^c\hdaji^dchidhj^iZkZgnWjY\Zi J@76H:9HJEEA>:GHD;/ LddYZcaVb^cViZadX`Zgh lll#g^Y\ZlVn[b#Xdb Id^aZiXjW^XaZh>EHhnhiZbh IZa/%-,%)'%,-&- GZXZei^dcXdjciZgh 6cndi]ZglddYWVhZYegdYjXi :bV^a/hVaZh5g^Y\ZlVn[b#Xdb interview KEY EQUIPMENT n Polar Cardio GX heart rate monitoring system n Custom Orange WaterRower rowing machines n FreeMotion® Refl ex treadmills n SBT™ suspension training straps and we have a whole sequence of tests to fi nd the right individuals.” All Orangetheory trainers are employed on contract to teach up to 12–15 sessions a week, and with head trainer and regional trainer positions also available within the group there are good opportunities for progression, says Long. AGGRESSIVE EXPANSION Since the fi rst Orangetheory Fitness opened in Ft. Lauderdale in 2010, Long and his partners have grown the brand slowly and steadily across fi ve US states – Florida, Arizona, Colorado, Minnesota and New York. Looking ahead, the company’s rollout plans are about to get much more ambitious. “The fi rst two years have really been focused on getting Women can lose up the model right,” says Long. “Going to 5lbs a week, and into 2013, we’re going to get a lot more men up to 10lbs aggressive with expansion.” Over the next fi ve years, Long hopes can lose up to 10lbs a week and women If a client stops coming for a while, to see 500 locations across the US, and up to 5lbs a week on the workout. or shows any signs of having problems a recently announced partnership with Building on this, Orangetheory is now with the workout, the head trainer will Canadian private investment fi rm Franvest trialling food coaching concepts at three make a point of setting up a meeting Capital Partners means a similar rollout of its sites, with a view to rolling out a full with that person either before or after north of the border may also be on weight-loss programme in 2013. class to discuss their concerns. “What the cards. Under the agreement, David At the same time, the company is we don’t want is to have people feeling Hardy, president of Franvest, has become careful not to neglect its fi tter clients lost and falling through the cracks,” says a fourth partner in the Ultimate Fitness – nor to lose sight of the fact that even Long. “We put a lot of effort into making Group and the fi rst three Canadian sites those who start out focused on weight sure people feel comfortable with the are set to open this year. What’s more, loss need new incentives once they workout before they end up cancelling.” Canada is only the tip of Orangetheory’s meet their goals. To this end, every site According to Long, this level of interest global expansion potential. “We actually also offers a wide variety of fi tness- and in individual clients is made possible by have more interest internationally than performance-related challenges to keep the small studio model. “Because our we do in the US. We’re currently looking people interested. trainers are not dealing with thousands at opportunities in South America, of clients, there’s a much a stronger sense Australia and the UK,” says Long. PERSONAL SERVICE of community and a much stronger bond Even with the dark clouds of another While getting clients through the door is between the trainer and the client than US recession looming, Long believes one thing, persuading them to come back in a big health club, where no-one really the demand for specialised, boutique is quite another. Given the company’s no- knows anyone,” he says. fi tness services such as those offered contract policy, Long acknowledges that, Orangetheory’s emphasis on by Orangetheory Fitness is only going when it comes to turning prospects into delivering both tangible results and to increase. “People are looking for regulars, the fi rst few weeks are crucial. personal attention inevitably means more service and more value, and for “A lot of it’s about trying to get clients recruitment standards are high. “We’re the majority of people who aren’t self- started on the right foot,” he says. “What looking for trainers with an in-depth suffi cient in fi tness, small group training we know is that they need to get into understanding of physiology and proper studios can deliver the information a routine, so we work on putting their exercise form,” says Long. “We can and motivation they need,” he says. “I schedule together and getting their provide detailed training on our exact think that’s going to be a very strong sessions booked up for the fi rst month, product, but they need to come in with movement for the next fi ve to 10 years.” and after that we follow up with emails that knowledge and experience. They and phone calls to keep them booking also have to be comfortable both leading rhianon howells and attending on a regular basis.” a group and giving one-on-one attention, 34 Read Health Club Management online at healthclubmanagement.co.uk/digital july 2012 © cybertrek 2012 Innovative. Inspiring. Ingenious Functional Fitness Specialists Functional Training Zones... Powered by Jordan Fitness Full range of Functional Fitness equipment - including Suspension System Training, kettlebells, Powerbags and Combat range and many more. Tough and durable fi tness fl ooring - zoned areas, ideal for group and circuit training, or to enhance personal training sessions. Attract and keep your members - Jordan Fitness equipment and functional training zones are motivating and fun to use. Bespoke design service - our in-house team can plan and design your facility’s layout with 3D concept graphics. Excellent customer service - from layout concept to installation, training and after sales care. We support you at every stage. Top brands - Jordan Fitness are European distributors for Alpha Strong and LifeLine USA. Innovative. Inspiring. Ingenious. Functional fi tness specialists of free weight equipment and training across the globe. EXCLUSIVE SUPPLIER MEMBERS FOLLOW US www.jordanfi tness.co.uk - sales@jordanfi tness.co.uk - 01945 880257 facility review HOME FROM HOME KATE CRACKNELL PAYS A VISIT TO AL CORNICHE CLUB RESORT AND SPA IN KUWAIT CITY l Corniche Club Resort hard to attribute to any one thing, but as a result, immigrant maids and nannies are and Spa, located on the a general rule those who use our services commonplace – from a total population of seafront on the edge of tend to be more widely travelled.” 3.8 million, one million are Kuwaiti, with Kuwait City, “doesn’t feel This international perspective has led the remainder a combination of western Alike Kuwait,” according to spa director to high expectations. Taffi n d’Heursel expats and immigrants from countries Maria Davydova. “English is the language explains: “Kuwaitis have money, but they across the Gulf region and beyond. spoken at the club and we have a big don’t just spend it without thinking. Nannies tend to accompany families on mix of nationalities. We don’t really They’ve experienced high standards days out, so parents can enjoy ‘me time’. offer traditional Arabic services, and our around the world so, while they’re happy And with working hours also relatively local members are very modern in their to spend, they will only do so if they feel short, Kuwaitis have both the time and outlook,” she explains. they’re getting value and good service.” the disposable income to generate a high “There are two Kuwaits,” adds Patrick Around 92 per cent of Kuwaitis demand for good quality leisure. Taffi n Taffi n d’Heursel, Six Senses Spa director work for the government, earning “at d’Heursel believes there’s a growing focus at the new Hotel Missoni in Kuwait City, least KD800 [around £2,000] a month” on wellness within this leisure time: “I see which I also visited on my trip. “There’s according to Gerard Oliver, general a lot of Kuwaitis now concerned about the more traditional Kuwait, typifi ed by manager of Al Corniche. Those who work their health, obesity, eating properly, taking the burqa, and then there’s the Kuwait that in the private sector, on lower salaries, care of themselves. Of course everyone goes to spas. The difference in mindset is are compensated by the government. As wants a quick fi x, but they are learning that you have to change your lifestyle to be able to maintain any benefi ts.” Nevertheless, with social life revolving heavily around food, and with spa-based relaxation a signifi cantly more popular option than the gym – plastic surgery remains a popular fall-back – health statistics are concerning: 28.8 per cent of adults in Kuwait are obese and 14.4 per cent have diabetes. If this is expanded to include overweight as well as obese people, the fi gure rises to 74 per cent of the population – the worst in the Middle East, and among the worst in the world. whizz tour While Kuwaitis travel internationally, Al Corniche is best described as ‘a resort without a hotel’, says GM Gerard Oliver Kuwait itself is not on the tourist map – 36 Read Health Club Management online at healthclubmanagement.co.uk/digital july 2012 © cybertrek 2012 Country club approach: Facilities at Al Corniche include an outdoor pool, a private beach and extensive spa facilities a fact Oliver attributes to its dry status; greeted by name at the main reception, an area used for kids’ fi tness. There are the British Embassy is the only place in set within a large marbled space. Off to also tennis and squash courts. the city that is allowed to serve alcohol. the right lies the spa, with a separate Membership – which includes everything Al Corniche Club Resort and Spa entrance affording it an exclusive feel. except spa – costs KD1,000 for a couple, therefore caters for a combination of Directly ahead lies the restaurant area KD750 for a single male, and KD650 for a expats and high-earning locals and can and a separate snack bar, while a fl ight single female (plus a KD150 joining fee). best be described as, in Oliver’s words, of stairs takes you up to a large, mixed- “a resort without a hotel”. He explains: sex gym with views out to sea. There’s fi tness facilities “We wanted to create something totally also a circuit training area, a huge studio “No one aspect of our offering has priority different in the market – somewhere with even more stunning sea views, and a over the other,” explains Oliver. “Around people could come to relax. The quality separate, smaller mind-body studio. two-thirds of members use the spa, for offering we’ve developed at Al Corniche Meanwhile, back on the ground fl oor, example, while less than half use the gym.” is highly regarded across the Middle East.” the outdoor pool lies shimmering in the Nevertheless, the quality of Al Corniche’s The overall impression is one of sunshine just beyond the restaurant. Down fi tness trainers is, he says, something a country club, with a wide array of a few steps and you access a private beach, for which the club is held in high regard. offerings (see info panel 1, p38) to cater day-use beachfront cabanas, and additional This includes kids’ exercise professionals, for guests who might stay the whole day. studios – a cave-like group cycling room offering specialist classes as well as PT Entering the club, you’re immediately with 40 bikes, personal training studio, and and nutrition/weight loss programmes for july 2012 © cybertrek 2012 Read Health Club Management online at healthclubmanagement.co.uk/digital 37 facility review Facilities in the mixed-sex gym include a large group exercise studio overlooking the sea children. “Parents are aware that their kids of boxing equipment: bags, gloves, pads with our own maintenance team trained are overweight,” says Oliver. and body protectors. New group exercise by our suppliers to undertake repairs.” The 80-station gym and large group programming has also been introduced to Going forward, objectives for the fi tness cycling studio are currently being complement the Les Mills offering, including offering include increasing income from refurbished, including new kit from Pulse, a wider range of mind-body classes and group courses – football for kids, weight plus Octane cross-trainers and Expona military bootcamp sessions on the beach. loss and TRX, for example. “But the biggest clic fl ooring. MYZONE was installed in “CapEx remains quite high in Kuwait, challenge on the fi tness side is keeping March, with screens in all studios. in contrast to Europe where costs are hold of staff,” says Oliver. “We have spa The studios have received new being cut by getting rid of staff and so therapists who’ve been with us for years. equipment from Escape Fitness, including on,” says Oliver. “However, the decision But with fi tness instructors it’s harder as a full complement of SAQ gear along about our gym equipment was all down they tend to be young and single; Kuwait with new mats, balls, bands and so on to maintenance. Parts always have to be doesn’t offer much to interest them socially. for pilates and yoga. Meanwhile, the PT ordered from abroad, but we wanted “Communication can also be an issue: studio has been kitted out with a range more control – buying spare parts direct, we have 150 staff spanning 22 nationalities.” spa offering INFO PANEL 1: ABOUT AL CORNICHE On entering the spa, the ground fl oor offers a particularly exclusive feel, l Corniche Club Resort and company Al Massaleh. It was built at comprising as it does the male and female Spa, located on the seafront a cost of KD8m (approx.£20m) in Premier areas. On each side is a lounge, A in Kuwait, is a large, members- a BOT project – ‘build, operate and changing area, indoor pool and thermal only country club-style offering. transfer’. Under these terms, the land suite. The female area also offers a small Facilities include a large 80-station does not belong to the club but to the single-sex gym, while the male area has gym overlooking the sea, numerous government; Al Corniche pays rent on recently had its thermal suite overhauled group exercise and personal training the land and will ultimately have to hand by Schletterer. This fl oor is open to 1,000 studios, an outdoor pool, a private it back. It currently has the right to Premier members only (KD1,000 a year beach with beachfront cabanas for operate the club until the end of 2018, for a single male, KD850 single female or day use, tennis and squash courts, a but will apply for another fi ve years. KD1,300 for a couple – plus joining fees). wide array of kids’ activities (including There are at present 3,400 Upstairs are the treatment rooms: 45 timetabled classes a week, members – 55 per cent women and 11 on the female side, plus sauna and alongside kids’ personal training and 45 per cent men – all acquired via steamroom; and seven on the male side, nutrition), several restaurants and a word-of mouth; the club has never again plus sauna and steamroom. A large Toni & Guy hair salon. advertised. Gross operating profi t is hydropool area and LPG treatment There’s also a 1,858sq m (20,000sq over KD1m a year, with only 55 per room can be used by either men or ft) spa, where the treatment rooms cent of this coming from membership. women. All facilities on this fl oor are for only are also open to non-members. GM Gerard Oliver explains: “Food & pre-booked, private use only and are Designed by award-winning architect beverage can take £70–80k a month – open to members and non-members Jean-Paul Blissett and opened in 2005, particularly impressive given that there – although 80 per cent of the spa’s the club is owned by Tameer, which is no alcohol in Kuwait – while the spa business currently comes from members. in turn is part-owned by real estate takes anything from £40–60k.” When Al Corniche fi rst opened, Premier Founder members received free 38 Read Health Club Management online at healthclubmanagement.co.uk/digital july 2012 © cybertrek 2012 All spa facilities, including the large hydropool area, are for pre-booked, private use only “OUR MEMBERSHIP WENT OVER CAPACITY RECENTLY. WE’RE AIMING TO LOWER IT, BUT ARE PUTTING UP FEES TO MAINTAIN INCOME” treatments, and while the average stay members are gained by word-of-mouth. in the spa is two hours, we have some But our membership went over capacity members who come all day, every day. They recently: with the unrest in the region, tell us they feel Al Corniche is their home.” a lot of Lebanese and Egyptians for She continues: “Our main concern example stayed in Kuwait, while locals is certainly to keep members happy – also stopped travelling. We went up to ultimately the whole of Al Corniche is 3,800 members, which was too many. one big profi t centre – but at the end of We currently have just over 3,400 the day we’re still a business, and the spa members and we’re aiming to lower is a great way to introduce people to the that to 3,200 or 3,300. However, we’ll Cabanas can be rented for day use club. We’re doing a marketing campaign be putting fees up to maintain the same now to promote the spa to non- income – it’s all about increasing yield. treatments for life, and all members still members, and we hope to get their share We’ve stopped all corporate rates and receive one complimentary spa treatment of the business up to 40 per cent.” have increased our family focus. We’re on joining. They then receive ongoing But, adds Oliver: “The focus for being very honest and open about this. discounts in the spa, with many regularly non-member usage will be during the “Al Corniche is the only exclusive incorporating spa into their visits. week, when we’re currently at around family club in Kuwait. We’ll be defi ning our “Women will come in and leave their kids 50–60 per cent capacity. During our busy positioning even more clearly along those in the crèche while they go to the spa, weekends, we aim to reach 100 per cent lines going forward – the family market while on a summer weekend we can easily spa occupancy with members only.” is huge here, with very little on offer. have 1,500 members visiting us in one day Everything we do will be designed around and staying all day,” explains Oliver. looking forward how a family can get the most from our Davydova agrees: “Women, especially So can a club like Al Corniche become club, with a strong focus on kids’ activities.” Premier members, come to the spa for too popular? “Our aim is to be the social aspect – they chat, have tea… consistent, not too successful,” says kate cracknell It’s common for guests to book multiple Oliver. “We never advertise – all our july 2012 © cybertrek 2012 Read Health Club Management online at healthclubmanagement.co.uk/digital 39 exercise trends Keiser’s XPress circuit was created with time-conscious, non-elite members in mind Ramping it up There’s been a surge in interest in high-intensity interval training (HIT) among the health and fitness sector recently. In the first of a two-part series, Kate Cracknell investigates the background and benefits of this training protocol n the last few years, we’ve seen where the intensity is being ramped up powerBIKE. As Steve Barrett, programme the emergence of a number of to challenge a younger demographic than developer and presenter, summarises: shorter, results-driven workout the typical Curves member. “Classes are getting shorter.” concepts, all designed specifically From a supplier perspective, milon’s withI today’s ‘time poor’ member in mind. award-winning concept – with eccentric AN ELITE HERITAGE Women-only franchises Curves and Vivafit as well as concentric resistance – has They’re also getting tougher. Because have for some time offered a 30-minute, been designed to maximise results via what this is all increasingly coming down circuit-based workout, but they are now a circuit-based workout that takes just to is the emergence of HIT (high-intensity being joined in this area by the likes of a little over 30 minutes. Power Plate interval training). Or should we say re- Fit n Fast in Australia, where ‘Quickie’ also showcased a 20-minute concept at emergence? After all, in essence HIT is a workouts are available in activities such LIW 2011 and FIBO 2012, combining its training method that’s been around for as cycling, boxing and circuits – and vibration training platform with its new many years in the elite sports arena. Interval training in its modern form dates back to the 1930s, when the likes INFO PANEL 1 : Research papers of Woldemar Gerschler (Germany) and Gosta Holmer (Sweden) used it to 2005 study of 38 elite cyclists, published in the Journal of Strength and enhance the performance of their national Conditioning Research, showed that interval training leads to improved teams. And in Finland, Lauri Pikhala was A respiratory function, including improved bloodfl ow through the lungs creating interval training programmes for and an improved oxygen-carbon dioxide exchange. In the study, HIT improved runner Paavo Nurmi as far back as 1910. performance by improving ventilatory threshold and VO2 max, boosting the body’s Holmer dubbed the approach ‘fartlek’ ability to take in and use oxygen to generate energy. – Swedish for ‘speed play’ – thanks Another study, published in the Journal of Physiology in July 2006, found improved to the use of ‘faster than race’ pace. adaptations in muscle cells after interval training as compared to traditional Concentrating on simultaneous speed/ steady-state endurance training. The study compared two groups of active young endurance training, the training protocol men over a two-week period. One group engaged in traditional long-duration puts stress on both aerobic and anaerobic training for 90–120 minutes, while the other did four to six sets of sprint intervals energy systems due to the alternating pace (30 seconds all-out followed by four-minute rest intervals). The study revealed and intensity of the exercise. It’s now used superior adaptations in muscle tissue of the HIT group. the world over to offer variation in an elite athlete’s preparation throughout the year. 40 Read Health Club Management online at healthclubmanagement.co.uk/digital july 2012 © cybertrek 2012 MASHUROVI / SHUTTERSTOCK.COM MASHUROVI HIT principles are used by elite athletes the world over NEALE COUSLAND / SHUTTERSTOCK.COM In a study of elite cyclists, HIT led to improved respiratory function ALI MUFTI / SHUTTERSTOCK.COM HIT has been proven to help generate athletic, powerful muscle “There are many ways to do circuits “WE MUST ESTABLISH A COMMON VOCABULARY and Scholich has already labelled them quite well, setting a series of criteria: TO AVOID FANCY MARKETING NAMES FOR sets, reps, load, type of exercise, order of exercises, number of exercises, rest PROGRAMMES THAT HAVE EXISTED FOR 40 YEARS” interval, work interval and density. “It’s important that a common vocabulary be established within the And now it’s coming to our gyms in the Intervals vary from 1:1 (work:rest) fi tness industry, otherwise we’ll end form of HIT. So how do we defi ne HIT? ratios, to 2:1 or other variations depending up with fancy marketing names for on fi tness levels. The rest phase can either programmes that have actually existed for DEFINING HIT be complete rest or dropping back to a over 40 years – and in some cases, where Len Kravitz, PhD and Lance Dalleck, MS moderate intensity to enable recovery. the roots are over 100 years old.” – researchers at the University of New “However, 75 per cent HR max and Mexico, US – defi ne interval training as 75 per cent VO2 max are very different BENEFITS OF HIT “high-intensity, short duration training intensities and not to be confused But if precise terminology and parameters sessions performed at workloads above as being the same,” stresses Randy are still to be decided, there does seem to the lactate threshold, marked by an Huntington, global director of marketing, be broad agreement on the benefi ts of HIT. abrupt increase in blood lactate that performance, education and research at “Research shows that HIT delivers forces the muscle to revert from aerobic Keiser. So no clear-cut guidelines there results that surpass conventional, to anaerobic metabolism”. as yet, other than that the work phases steady-state training,” says Bryce Clearly this is hard to measure within a should be ‘hard’ or ‘very hard’. Hastings, technical consultant for Les gym environment. However, in a review Huntington, meanwhile, categorises Mills International. “These include paper undertaken in February by New HIT as a form of circuit training. “In accelerated aerobic conditioning, getting Zealand’s AUT University (see info 1953, R E Morgan and G T Anderson at you fi tter faster; an improved anaerobic panel 2, p42), HIT is defi ned as either the University of Leeds created circuit threshold, letting you go harder for working at over 75 per cent of heart training – of which interval training is a longer; improved insulin resistance and rate maximum (HR max) or 75 per cent subset – with Manfred Scholich going growth hormone changes, with enhanced of maximum oxygen uptake (VO2 max), on to write the bible on interval/circuit hormonal responses; and the generation followed by rest periods. training in 1986,” he explains. of athletic, powerful muscle, giving you july 2012 © cybertrek 2012 Read Health Club Management online at healthclubmanagement.co.uk/digital 41 exercise trends INFO PANEL 2 : Literature review SERGHEI STARUS / SHUTTERSTOCK.COM UT University’s review of 45 published journal articles, carried out on behalf of Les Mills, focused on 24 papers A that compared HIT with steady-state moderate intensity exercise. Although the studies covered groups as diverse as elite athletes and post-cardiac event patients, the authors focused on moderately trained recreational athletes through to those with general metabolic syndrome (including obesity and Work phases typically last between hypertension) as more representative of the general population. 30 seconds and two minutes The training studies ranged from two to 20 weeks in duration, In all cases, HIT produced greater with training frequency typically three to fi ve sessions a week. improvements in anaerobic fi tness, insulin Some studies used supra-maximal intensity (up to a reported sensitivity, endothelian function and body 170 per cent of VO2 max). However, most used ‘work’ phases fat levels, with signifi cantly greater reductions also observed in of around 90 per cent VO2 max – also described as 15–17 out systolic and diastolic pressure in several studies. of 20 on a self-rating scale of perceived exertion (hard to very Although often anecdotally quoted as a benefi t of HIT, only hard). Sessions generally lasted around 40 minutes, including one study specifi cally examined EPOC (excess post-exercise work and recovery phases: work phases lasted eight seconds oxygen consumption) and found no signifi cant difference to four minutes, but were typically 30 seconds to two minutes; compared with steady-state moderate intensity exercise. recovery phases were mostly one to four minutes of light to Several of the papers commented anecdotally that subjects moderate intensity exercise (around 70 per cent HR max). typically reported their enjoyment of interval-style training In terms of results, in several studies HIT produced 5–10 more than steady-state training, leading to good adherence. per cent greater increases in VO2 max than moderate exercise, The authors of the review found no evidence that repeat often in less total time. In some cases even greater differences high intensity exercise bouts had a harmful effect on any of the were observed. Where the steady state group did experience populations encountered within the studies. They also found signifi cantly greater increases in VO2 max “it was patently owing no evidence that exercise intensity alone has a negative effect to very big differences in training volume”. on resting hormone levels (testosterone, cortisol etc). MARCIN BALCERZAK / SHUTTERSTOCK.COMMARCIN BALCERZAK the shape and tone you dream about.” (See info panel 1, p40, and info panel 2, “TO BRING HIT TO THE above, for further details.) Huntington adds: “Interval training has GYM, WE NEED TO the potential to burn more calories than conventional aerobic/strength training MAKE IT FUN SO PEOPLE and is an effective means of improving strength/muscular endurance. In addition, CONTINUE TO DO IT, it has always delivered faster results. However, all this is at the potential THEREBY GAINING A expense of injury and endocrine burnout. It takes quite some time to adapt to such CUMULATIVE EFFECT” workouts, and in most cases adherence is less time than the required time to adaptation. If we are to bring it into the A BROAD APPEAL gym environment, we need to make it fun For non-elite athletes, however, the sort so people will continue to do it, thereby of benefi ts outlined earlier will already be gaining a cumulative effect.” very compelling. Not only that, but the There is also an argument that, AUT University/Les Mills review paper particularly for those seeking performance also highlights benefi ts for a far more training, a HIT circuit may not deliver diverse range of exercisers than might optimum results. Huntington continues: have been expected (see info panel 2, “In the late 80s and early 90s, Keiser above). Gym-based use of HIT could, it developed the XPress Circuit to meet seems, be of relatively broad appeal. the needs of the time-conscious, non- So how can the hi-tech science of HIT elite member. This was done in the full be translated into the gym environment? knowledge that circuit training will always How do we create a programme that’s compromise the true effectiveness of the suitable for a non-elite audience, ensuring fi ve S’s – strength, speed, skill, stamina, it’s safe for the average gym-going suppleness – when they are not done participant? We’ll investigate ways to as discreet parts of a programme. Does bring HIT to the gym in the second part this make HIT or circuit training bad? of this series, which will appear in the Absolutely not. It just means that the best August issue of Health Club Management. results you can get will be less than the HIT: Perceived exertion best result you could achieve by focusing levels of 15–17 out of 20 kate cracknell on any one of the fi ve S’s individually.” 42 Read Health Club Management online at healthclubmanagement.co.uk/digital july 2012 © cybertrek 2012 SYNRGY360 combines several popular, dynamic total-body exercises into a system that allows exercisers to achieve more than ever before. It’s modular, flexible and great for both group and individual workouts. FUNCTIONAL TRAINING BOXING SUSPENSION TRAINING™ CORE TRAINING REACTION TRAINING SPORTS SPECIFIC TRAINING STRENGTH TRAINING Find out more at www.lifefitness.co.uk/synrgy360 july 2012 © cybertrek 2012 Read Health Club Management online at healthclubmanagement.co.uk/digital 43 retention series REAPING REWARDS Odyssey runs a rolling ‘refer a friend’ campaign YURI ARCURS / SHUTTERSTOCK.COM YURI REWARD SCHEMES ARE WELL ESTABLISHED IN THE FITNESS INDUSTRY AS A MEANS OF GETTING NEW MEMBERS, BUT HOW ABOUT USING THEM TO RETAIN EXISTING MEMBERS? KATH HUDSON REPORTS buy my petrol and do my weekly use the schemes to get new members – money back on the first campaign, shop at Tesco, despite the fact that either by giving people a joining gift or by which makes it very appealing. it’s not the closest supermarket, rewarding existing members for referring that as a result I spend more a friend. “It’s easy to allocate a budget for REFER A FRIEND moneyI (not sure if that’s down to the this type of activity,” she says. “Generally However, although primarily focused on prices or the product range on offer) and when we speak to operators about using new membership as an end goal, ‘refer that there’s always a queue for petrol. reward schemes for retention, they’re a friend’ campaigns do also have some Why? Because every so often I get a treat not interested. I think that’s because it’s retentive qualities as a by-product: through the Clubcard scheme, not to harder to plot and budget.” existing members are given a reward mention vouchers for schools: next week For member acquisition campaigns, and, once they have a friend to exercise we’re going to Legoland and Pizza Express she adds, the club usually makes all the with, they might be more inclined to courtesy of Tesco, and the school remain a member, try new things or playground is abuzz with people talking exercise more often. about half-term, Tesco-funded days out. “THE BEST RETENTION Knebworth-based health club Odyssey Tesco’s vouchers have created a loyal uses D2F to run a rolling ‘refer a friend’ customer out of me, so is the health SCHEMES REWARD campaign: if someone gets a friend to join, club industry missing a trick by chiefly they receive a voucher to be redeemed using its reward schemes as a way of MEMBERS FOR via the D2F website. “That means we attracting new members? ACTIVITY – REACHING simply hand out a voucher and don’t Geraldine Tuck at the D2F Group, have loads of iPods or trainers to store,” which administers member reward A PRE-DETERMINED explains operations director Stephen schemes for 40 health club chains in Aucott. “Our budget for gifts is at least the UK, says most of its clients want to GOAL, FOR EXAMPLE” £25 – sometimes we use in-house services july 2012 © cybertrek 2012 Read Health Club Management online at healthclubmanagement.co.uk/digital 45 retention series If people have a friend to work out with, they tend to remain as members Rewards can include classes... PHOTO VIDEO THE SAME OBJECT / SHUTTERSTOCK.COM VIDEO PHOTO like a PT session or a spa treatment; a retention point of view, because if pre-determined goal, for example, or sometimes we use the D2F gifts.” someone is exercising with a friend, attending a certain number of classes The scheme has been extremely they are more likely to stay,” he adds. – rather than simply swiping in just to successful for referrals, says Aucott, have a coffee at the club. The Gym boosting them from 15 per cent to 30 REWARDING ACTIVITY Miles scheme (see information box, per cent of monthly sales. “The member The best retention schemes reward left) is one such scheme, and it allows reward scheme also works for us from members for activity – reaching a members to accrue points that can be converted into shopping vouchers for use on the high street. REWARD SCHEMES According to EZ-Runner’s Shez Namooya, member reward schemes D2F can then be targeted with specifi c should also tie people in to be most All D2F’s systems are bespoke, so loyalty campaigns. effective: “Offering them a month free, the end user feels as though they for example, isn’t as effective as using are dealing with the gym operator GYM MILES the scheme as an opportunity to upsell directly. D2F takes a set-up fee, When a gym signs up to the Gym other services such as personal training, builds the website on-brand and Miles scheme, it provides all its exercise classes or a treatment. Member using the club’s images, and sets up members with a leisure card. Leisure reward schemes can be a way of getting the campaign. It can run as many card-holders participating in exercise people to try out other services, without campaigns as the operator wants. can then earn points for being active. cheapening them by offering them up for On receiving a voucher, members Activity levels are kept track of using free or heavily discounted.” go to the website to choose how the club management software system EZ-Runner is currently working with they would like to redeem it. Popular at the venue/s, or else cardholders can an operator to develop an innovative options include experience days, self-report home and outdoor exercise concept based around using a reward shopping vouchers, trainers, iPods through the Gym Miles website. scheme as a retention tool. Adopting a and smoothie makers. Users collect points through gaming theme, members will have to do exercise, with each point accrued a certain number of activities to achieve E-Z RUNNER worth 1 pence, which can be used at a specifi ed level – and once they reach Off-the-shelf and bespoke systems are more than 250 national high street that level, they access a raft of rewards. offered. Loyalty points can be earned brands and supermarkets. Discounts “It’s all about rewarding members for based on attendance, purchasing and special offers are also offered how active they are and the effort they certain items, booking into certain to cardholders. An appealing part of put in,” says Namooya. classes and being a regular good payer. this programme for the operator is Although as Tuck says, budgeting for Points can then be redeemed for that the administration charge – £1 such a scheme can be more challenging, goods or services. per member, per month – is taken Namooya believes reward schemes can Member information, such as from the rewards account balance pay for themselves in as little as three aspirations or goals, can also be generated by the member, so there is months in terms of increased retention captured via the scheme. Members no direct cost to the operator. and upselling opportunities. From the outset, he recommends building in 46 Read Health Club Management online at healthclubmanagement.co.uk/digital july 2012 © cybertrek 2012 S_L / SHUTTERSTOCK.COM ... or in-house spa treatments such as massages ANDRESR / SHUTTERSTOCK.COM targets and review points to make sure earn the reward. This allows gyms to the scheme is performing as it should. “WE KNOW OF AN build up more data about the client, Operators might do well to look at how OPERATOR WHO such as how often they come, how much lapsed memberships cost their long they exercise and their favourite gyms – could there be an argument in INTRODUCED A activities – excellent for target favour of spending to save, offsetting marketing and demographic profi ling. these costs to fund a loyalty scheme? LOYALTY SCHEME AND Loyalty schemes must also, of course, be SAW A 40 PER CENT cost-effective, but as Namooya concludes: ENGAGING THE CUSTOMER “We know of an operator who introduced The main benefi ts of reward schemes INCREASE IN a loyalty scheme to a cross-section of its based on retention, according to estate and saw a 40 per cent increase in Namooya, are that they add value to the RETENTION RATES” retention rates. Considering each 1 per offering and can engage the customer cent retained was worth nearly £1m, more deeply with the club: “If I can get not only was the campaign effective, but my members to form a habit of attending must be done into the membership there’s clearly also signifi cant justifi cation my gym, they are less likely to leave,” he base to understand what constitutes for allocating budget to such schemes.” says. However, in order to work most a genuinely motivating reward. effectively, members must be rewarded Schemes should be trackable, keeping kath hudson in ways that they value, and research tabs on what members are doing to [email protected] All available for monthly hire Build Strength, Trade in older equipment Servicing available Power and Endurance Please call for more information ∙ The most advanced indoor training tools in the world ∙ Small footprint, self-powered Wattbike ∙ Suitable for all levels of fitness ∙ Scientifically accurate, great for training and testing ∙ Excellent rehabilitation tool - Low impact - Highly functional Free Standing Concept2 SkiErg Concept2 Standing Free - Varying resistance Concept2 Model E Indoor Rower ∙ Simple functions, low maintenance ∙ The Choice of Champions rehab PEAK PERFORMANCE KATE CRACKNELL TALKS TO DAN ZIEKY, EDUCATION DEVELOPMENT DIRECTOR FOR ATHLETES’ PERFORMANCE, ABOUT THE COMPANY’S SEAMLESS APPROACH TO REHAB, PREHAB AND TRAINING WHAT IS ATHLETES’ best facilities and the best specialists, all well at AP is not only educating clients on PERFORMANCE? seamlessly integrated to ethically enhance new training methods and ideas, but also Athletes’ Performance (AP) was founded the athletes’ performance. Nowadays ‘tuning up the car’ if you like – making sure by Mark Verstegen, a former college this sort of seamless approach is more they understand that, before they run that football player who hoped to play in commonplace, with performance rehab and race or play that game, all their levels have the NFL until he suffered an injury. He nutrition working together. But 10 years to be topped up. All the elements have to therefore had the idea of developing a ago, nobody was doing this – Mark really work together: the recovery, the nutrition, facility where professional, elite athletes was at the forefront of this trend. the mindset, the movement. It’s never just could come in their off-season to get the The fi rst AP facility opened in Arizona one thing that you need to work on. It’s best in training, the best in rehab, the best in 1999 and we now have four facilities: a combination of all those things, and it’s in nutrition all under one roof. in Phoenix, Arizona; Gulf Breeze, Florida; doing it effi ciently and consistently. Sometimes we’ll be getting athletes Los Angeles; and Frisco, Texas. All are It’s really important to educate the back to fi tness; other times we’re helping very consistent in terms of programming, athlete about that – to make sure that prevent injury in the fi rst place – some training and philosophy. every client is not only getting to their athletes come during the off-season just goal but also understanding the process. to have their off-season training. It’s all WHAT’S THE OVERALL about a sustainable, long-term approach PHILOSOPHY AT AP? I READ THAT AP ALSO AIMS TO to staying healthy and injury-free, and The pillars of AP are mindset, nutrition, EXTEND THE LONGEVITY OF they come back to us year after year. movement and recovery – and all four CLIENTS’ SPORTING CAREERS? Whatever sport the athletes are involved are equally important. We always say that the NFL (National in – whether that’s football, baseball, A lot of our clients are strong, fast, very Football League) stands for ‘Not For soccer, boxing – they have access to the athletically gifted. But what we do very Long’. You have to know how to look Keiser’s versatile equipment means gym-based exercise can mirror on-fi eld movements AP gyms are all kitted out to ensure a functional, movement-based focus 48 Read Health Club Management online at healthclubmanagement.co.uk/digital july 2012 © cybertrek 2012 PHOTOGRAPH / MICHAEL MCNAMARA Elite athletes visit Athletes’ Performance during the sporting off-season, for rehab, prehab and general training after your body. You have to think long- term. Some athletes really get that and “OURS IS A VERY OFF-SEASON BASED BUSINESS. come to us every year. Consistency is key. WITH THAT SORT OF PRIVATE TRAINING MODEL, IS ALL YOUR TRAINING SPORT-SPECIFIC? YOU HAVE TO BE ADAPTABLE AND DIVERSE” We try and pair up the trainers with the sports they’re most passionate about, but we don’t work on the skills side We do incorporate work that’s specifi c we’re able to get athletes back in form a of things. More than anything we focus to the various sports, though, and we use lot quicker. We therefore say that, while on movement, and a lot of movement equipment that allows for that. We use we offer performance training, we also patterns are similar across the different Keiser’s Functional Trainer and Air range offer performance physio. It’s a seamless sports: multi-directional speed and so on. in our gyms, for example, because the continuum between the two. So essentially we’re still talking about the versatility of the equipment means we But our rehab services aren’t open to same exercises – it’s just how we apply can make gym-based movements really everyone: clients encompass normal, active those to each sport. specifi c to the sport – athletes are able to adults through to professional/college/high understand how the exercises they do in school athletes, but all must be active. We the gym translate to the fi eld. don’t cater for senior citizen injuries or Ultimately though, it’s all down to the those who are not physically fi t. individual’s goals, and whether they’re with us for one week or eight we’ll create SO YOU WORK WITH THE a programme around those goals. GENERAL PUBLIC TOO? Ours is a very off-season based business. DOES ANYONE COME TO YOU In the US sporting calendar, there are JUST FOR REHAB? really only three months of the year when Yes, and we have an excellent, very large athletes are able to come to us. With that physical therapy department. sort of private training model, you have Our approach to physiotherapy is very to be very adaptable and diverse. movement-based, really getting down Mark’s vision is also to help as many to the cause of the problem. Sometimes people as we can. So yes, we do the we’ll see someone post-surgery, needing training for a lot of elite athletes and we’ve to get back on the fi eld, but actually had very good results and great credibility most of the athletes who come to us are over the years. But in addition to that, we pretty banged up, with minor nicks and also work with youth sports and collegiate bruises. Our job is to get them back in athletes, military personnel, and even peak condition, ready to perform. everyday people – business executives, We try to bridge the gap between for example. In addition to our intensive rehab and performance. By working programmes, we have membership with the performance staff, the nutrition packages for those living locally – for staff – by everybody working together – one-to-one and/or small group training. july 2012 © cybertrek 2012 Read Health Club Management online at healthclubmanagement.co.uk/digital 49 rehab Athletes’ Performance has an ‘excellent, very large’ physio department “IT’S ABOUT EDUCATING ALL OF OUR CLIENTS ON HOW SIMPLE, EVERYDAY STRATEGIES CAN BRING THEM SUCCESS IN THEIR OWN FIELD” Programmes are all individually tailored PHOTOGRAPH / MICHAEL MCNAMARA PHOTOGRAPH SO HOW DOES ALL THIS Recovery is also just as important for HOW DOES THE CONSUMER TRANSLATE FOR JOE PUBLIC? non-elite clients – from self-massage and PROGRAMME WORK? We’ve taken the AP philosophy and hydrotherapy to the importance of sleep It’s all about customisation and scaled it to an everyday person – for the – and is often forgotten. We use a car individualising the programme. Every one ‘game of life’, as opposed to the ‘game of analogy: if your fuel tank is full, full fl uids, of our clients goes through an evaluation sport’ with our elite athletes. tyres pumped up, performance kit on, process: a dietician meeting, body Elite athletes preparing for certain results you’ll be able to take that car as fast as it composition test, a discussion around will have a very intensive programme. can go. But once you run out of fuel, you nutrition strategies, goal-setting. Then we On the other hand, if we’re working with have to fi ll it up again. go through a functional movement screen someone in a high-level, stressful job at a big Really it’s about educating all of to distinguish their movement patterns corporation, we’ll focus more on nutrition, our clients, elite or otherwise, on and understand their injury history. on mindset – on being psychologically ready how simple, everyday strategies can It’s a 21-point test, and if they score – and create a sustainable programme for bring them success in their own fi eld. 14 or less we send them directly to the them over a longer period of time. But as We try and give them the tools and physiotherapist – it means they’re not with the elite athletes, the workouts are understanding they need to do it on their ready to train yet. Again, it goes back to still about movement and functionality: own, when they’re not here at AP – an the car analogy. If you just jump in a car these people are often sat at their desk appreciation of the philosophy, of how it and drive off, you won’t know anything or in a car all day, so we don’t want to sit all works together to create a sustainable about it and something might break down. them down at machines. programme and stay fi t and healthy. With our clients – elite athletes and Joe Public alike – we want to know everything that’s going on with them. That’s why we do the evaluation – so we can customise the programme and not go backwards. HOW SIGNIFICANT IS THE CONSUMER MARKET FOR AP? Since the company started, we’ve always had executive programmes and limited memberships, but over the last three years we’ve become very involved in corporate wellness, and that will continue to grow. About two years ago we did a pilot study with Intel. We were based in the Intel offi ces and worked with 100 of its employees, with a third-party university conducting a study on the outcomes – broader health outcomes as Warm-down: Baseball players undergo a session of post-training self-massage well as impact on fi tness levels. We got 50 Read Health Club Management online at healthclubmanagement.co.uk/digital july 2012 © cybertrek 2012 AP now has four facilities, all of which are “very consistent in terms of programming, training and philosophy” some great results and started having conversations with other companies. “OVER THE LAST THREE YEARS, WE’VE Now we have a consumer brand, Core Performance, and we’re working with BECOME VERY INVOLVED IN CORPORATE big corporations like Intel, Sheraton and Walgreens. Essentially we’re providing WELLNESS. THAT WILL CONTINUE TO GROW” wellness strategies for those companies. I BELIEVE AP ALSO OFFERS Germany, the UK, South Africa, Australia. However, we already have our own MENTORSHIPS – HOW DO We’ve designed the course to be relevant AP coaches working on-staff, on-site THOSE WORK? to everyone and have had a big impact with a number of elite sports teams in Over the years we’ve had a lot of interest on trainers of all levels, from high school the US as well as some international from the industry, with people wanting to sports instructors to professional coaches. teams – the Argentina Pumas rugby learn what we do. So about fi ve years ago, team before the last Rugby World we launched a mentorship programme ARE THERE ANY OTHER PLANS Cup, for example, as well as Germany with a week-long, residential Level One TO EXPAND ABROAD? and Poland’s national football teams programme: lectures, practical sessions and In the UK and Europe – where the in preparation for the Euro 2012 an insight into our methodology. sporting season for football and rugby, for championships. This is something we’d We currently educate 600–700 people example, is almost year-round – actually like to grow moving forward. from around the globe every year. opening an AP facility would probably not Originally we ran our programmes in the be practical. Our business model relies on kate cracknell US only, but last year we took them to there being a sporting off-season. The leader in specialist cardio equipment for injury rehabilitation With specialist cardio equipment including the unique RST7000 Recumbent Stepper and the REX™ Recumbent Elliptical, SCIFIT is leading the way in innovative exercise programmes for effective rehabilitation from injury. Several SCIFIT models, including the REX, have been certified as medical devices making them suitable for use in rehab clinics. SCIFIT Ltd UK www.SCIFIT.uk.com Tel 01344 300 022 Email info@scifit.uk.com edited by katie barnes. email: [email protected] research round-up Swiss scientists believe they’ve found a brain hormone that could encourage people to push themselves more when exercising all in the mind he blood hormone erythropoietin (EPO) naturally occurs in the kidneys to boost the number ofT red cells, which improves oxygen transportation to the muscles. It’s also known as a drug that some athletes allegedly inject regularly in small doses to enhance performance. The practice is not only illegal but dangerous, as EPO can thicken the blood and increase the risk of heart attacks, strokes and clots. However, a new discovery has been made by researchers from the University of Zurich in Switzerland. In an animal- based study, published in The Journal of the Federation of American Societies for Experimental Biology* (FASEB) in June, they found that EPO has a more dramatic effect in the brain, where it can augment AISPIX BY IMAGE SOURCE / SHUTTERSTOCK.COM exercise performance – improved VO2 The next step will be to test the performance-enhancing effect of EPO in humans max and time to exhaustion – without raising the red blood count. impact of cerebral epo misleading reports The researchers found that mice which Following the publication of Gassmann’s the test harboured human EPO in the brain – research, there has been much hype in To make the discovery, Max Gassmann, whether via genetic modification or the media that EPO could possibly be a professor of veterinary physiology, and injection – ran significantly faster and for used in pill form to help motivate people his colleagues used three groups of mice longer than those in the control group. to exercise more. – all of similar age and bodyweight. In both groups, this occurred The speculation is based on a quote The mice in one group were genetically independently of changes in hematologic made by Gerald Weissmann, editor-in- modified to produce human EPO solely in (blood) or cardiovascular parameters. chief of the FASEB journal, in response the brain. Another group were injected This suggests that EPO has a to the fi ndings: “If you can’t put exercise with a large dose (2,000 international motivational effect, rather than purely in a pill, then maybe you can put the units) of EPO so it crossed the blood- a physical one. “We assume that EPO motivation to exercise in a pill instead.” brain barrier, becoming a brain hormone. in the brain triggers a motivation boost However, Gassmann told Health Club A third group of mice remained untreated, to increase physical performance,” says Management: “We have not found a pill for control and comparison purposes. Gassmann. “Most probably EPO has a that motivates you to go to the gym as All animals then underwent a maximal general effect on a person’s mood and reports on the internet suggest. We incremental exercise test, followed by a might be used in patients suffering from [only] show that once exercising, the maximal constant load exercise test. depression and related diseases.” performance will be higher if EPO is Blood samples were taken before Indeed, recent studies by a group of present in the brain.” and after exercise, while the levels of German-Danish researchers show that The next step is to test the EPO in cerebral tissue and plasma was EPO can also help improve the mental performance-enhancing effect of measured afterwards only. performance of schizophrenia sufferers. EPO in human volunteers. *Gassmann et al. Acute and chronic elevation of erythropoietin in the brain improves exercise performance in mice without inducing erythropoiesis. The FASEB Journal. June 12 52 Read Health Club Management online at healthclubmanagement.co.uk/digital july 2012 © cybertrek 2012 :HTLJVYLZ[YLUN[OUL^YLKLÄULKHWWLHYHUJL 5L^YLKLZPNULKWYV[LPUKYPURZHUKWYV[LPU IHYZUV^H]HPSHISLMYVT,\YVWL»Z5V ZWVY[ZU\[YP[PVUJVTWHU` www.multipower.co.uk Tel: 01737 821840 Atlantic Multipower UK Ltd, Robert Denholm House, %OHWFKLQJOH\5RDG1XWðHOG6XUUH\5++: social media SOCIAL SKILLS ne of the world’s greatest come’. If you want followers, you marketers, Seth Godin, WHAT DO WE REALLY must also add your own advertising famously asked: “How can you to the mix, at a minimum adding squander even one more day KNOW ABOUT SOCIAL ‘follow’ buttons to your e-comms notO taking advantage of the greatest shifts channels and using email advertising. MEDIA? JON NASTA of our generation? How dare you settle for less when the world has made it so GIVES AN OVERVIEW OF … BUT THERE CAN BE AN ROI easy for you to be remarkable?” CURRENT BEST PRACTICE On the upside, major brands that have He was, of course, referencing the been using Facebook for more than two vast momentum behind social media, and IN THE FITNESS INDUSTRY years are reporting that fans do indeed certainly many gyms are now starting to spend more and are also more likely to explore this arena, with Facebook often stay using that brand. McDonalds, Coca- chosen as the entry point. But as Simon choose to outsource your social media Cola, Starbucks, Nokia and Nike all Bolton pointed out in his recent feature campaign, do you outsource all of it or a report that the average annual spend by (see HCM June 12, p62), social media part of it – and what will be the ongoing a Facebook fan is more than double that can be a double-edged sword – it has to costs involved in doing so? of a non-Facebook fan. be done correctly, otherwise it can be And if your campaign proves highly Recent research by Syncapse also detrimental to your brand. successful, how will you fi nd the reported that a Facebook fan is 28 per Having worked in the arena of member investment to keep the ball rolling? More cent more likely than a non-fan to continue communications for the last decade, we in-depth tools for social media, such as to use a product or service, and also 41 at Retention Management have therefore tracking, attract a cost that will escalate per cent more likely to recommend a spent the last year asking: “What do as your campaign gathers momentum. service or product to family and friends. we really know about Facebook from a You must also continually provide As an industry fi ghting to expand its health club operator’s perspective?” relevant and interesting content: it’s not market penetration and drive retention, Our conclusions are as follows.... an overstatement to say that the three these stats offer the fi tness industry the most important elements in e-comms are most tempting hook – fans/followers, IT DOES COST MONEY… content, content and content (see also it seems, will use us for longer and Many clubs are fooled by the fact that HCM March 12, p48). Indeed, in a recent recommend us more. And yet in spite of it costs nothing to open a social media survey by mashable.com, the top three this data, relatively few clubs have truly account, failing to consider the expenses reasons given for following a Facebook embraced social media to date – and of running that account: staff costs, in fan page were: special offers or deals many of those that have are still forming terms of time and money, to both start (36.9 per cent); being a current customer conclusions as to what their pages are and maintain the campaign. Many clubs (32.9 per cent); and to receive interesting actually achieving. We take a look at a go on to employ community managers to or entertaining content (18.2 per cent). selection of case studies from across the answer customer queries and maintain A huge myth surrounding social fi tness industry – companies that have a spam-free environment. Should you media is that ‘if you build it, they will made a success of social media. links for classes, guest passes and Clubs have since seen a marked Case Study 1: personal training. increase in traffi c, and the number of TOPNOTCH Email communications were synergised likes/followers has grown. One site with all Facebook and web pages – proven had taken a year to gain 100 followers to enhance the overall impact of social on Facebook; this grew to over 400 Having worked with Retention media by allowing members to easily jump after just two months of working with Management for three years, reducing to content of interest to them. Retention Management. attrition by over 6 per cent annually “The content posted by Retention across its estate, UK operator Topnotch Topnotch: Regular content updates Management on our Facebook then turned to the supplier to review pages every week is relevant to our its social media delivery. members – and, crucially, educational. Topnotch’s numerous Facebook sites The quality of the content we deliver across its estate were disjointed, with has been vital to our recent social varying levels of Facebook management media success,” says Steve Bradley, aptitude in evidence, and with different director at Topnotch. clubs adopting different approaches. “Secondly, the content is regularly Retention Management therefore refreshed. At the moment, we simply designed a uniform look for all the don’t have time to consistently monitor clubs’ pages, with tabs providing website walls and post content ourselves.” 54 Read Health Club Management online at healthclubmanagement.co.uk/digital july 2012 © cybertrek 2012 A Facebook fan is 28 per cent more likely than a non-fan to continue using a product newsletter and website, with an online Meanwhile the Twitter account had Case Study 2: HOT Q&A for runners about Bikram, driving nearly 3,000 followers. new students to the studios. HBY’s social media activity continues BIKRAM YOGA Within fi ve months of launching, the to build a strong relationship between Facebook page had over 4,000 ‘likes’ the brand and its students., driving not Hot Bikram Yoga (HBY) runs three and more than 200 people ‘talking only customer loyalty but also new successful studios in London, UK. Over about’ the brand at any one time. customer acquisition. the past three years, it has developed an extensive database of Bikram ‘yogis’ with whom the company regularly communicates, including a monthly newsletter – the perfect launch pad for its Facebook and Twitter strategy. Working with Hattrick Marketing, HBY plans the content for its social media channels up to three months in advance, with monthly themes. April’s London Marathon theme, for example, included a ‘bring your medal for a discounted 10-class pass’ campaign, which ran on the Facebook and Twitter sites. Content focused on interesting stories about HBY students and staff who were competing. The offer was also promoted on the Runners World Social media drives loyalty at Hot Bikram Yoga july 2012 © cybertrek 2012 Read Health Club Management online at healthclubmanagement.co.uk/digital 55 social media By using D2F’s technology, Klick “In six weeks, Case Study 3: Fitness therefore benefi ted fi nancially KLICK FITNESS from non-redemption of rewards; on Klick Fitness average, D2F’s reward software delivers redemptions of 60 per cent across the increased s a relative newcomer to the health club sector, meaning an average ‘likes’ by 84 market, Klick Fitness – Fitness 40 per cent saving on the cost of goods A First’s now apparently aborted for a campaign. per cent, to foray into budget clubs in late 2011 Geraldine Tuck, sales & marketing – had a number of objectives for its director at D2F, says: “D2F’s over 7,000. social media strategy. Facebook reward software gives our Its fi rst priority, however, was clients the opportunity to rapidly This compared to build an online community via accelerate the growth of their online favourably Facebook in the shortest possible community while giving fans a really timeframe. To do this, it worked positive message. Clients that use to similar with D2F Group, which offers our software continually comment specialist software that integrates that goodwill of this nature has built operators seamlessly into Facebook. strong, loyal and lasting relationships Klick Fitness caught the attention with their Facebook community, both on a ‘like by of its admirers by giving a free gift to at a regional and a national level.” site’ basis” every ‘liker’. With an iPad as the star prize, ‘likes’ quickly increased: within the six weeks of the campaign, ‘likes’ increased by 84 per cent to over 7,000. This result compares favourably to similar operators on a ‘like by site’ basis, and provided Klick with an excellent platform to implement its social media strategy. Each ‘liker’ was offered a reward, allocated at random – but whether their reward was an iPad, a pair of trainers, an annual membership, Polar heart rate monitor or personal training session, the onus was on the ‘liker’ to redeem their reward. Klick: Rewards for ‘likes’ 56 Read Health Club Management online at healthclubmanagement.co.uk/digital july 2012 © cybertrek 2012 Hot Bikram Yoga ran a London Marathon- themed campaign 6]^\]an [jcXi^dcVa! XdchiVcian ^begdk^c\hnhiZb! idbVcV\Z using Facebook and Twitter to drive bdhiaZ^hjgZ Case Study 4: awareness. We asked two local college Zck^gdcbZcih GOODLIFE FITNESS students to produce videos to promote the programme and posted them on YouTube. Plus we invited an active teen ne of the earliest adopters to be our spokesperson, writing articles of social media was Goodlife for our blog about how she has fun and OFitness in Canada. keeps fi t during the summer. Justin Cipparone, Goodlife’s social “Parents could register their teens media manager, describes a recent social for the programme online, with the media campaign targeting youths to get registration then being activated in-club. active: “Our Teen Fitness programme We had over 65,000 online registrations ran during July and August 2011 – our in 2011, up from 35,000 in 2010. second year running the scheme – and That translated into 35,000 activated will run again this year. Teens aged memberships, up from 19,000 in 2010, between 12 and 17 can work out for with 1,600 of those teens signing up free at any of our club locations across for a full year’s membership after Canada during their summer break. participating in the programme. “We promoted the campaign “From a social media perspective, through traditional media – direct we had 385 tracked conversations mail and posters at the clubs – but about Teen Fitness between 1 May also included a social component, and 30 July 2011.” (See chart below) L BZbWZgh]^e$8GB L HedgiXaVhhWdd`^c\ L I^aaXgZY^iXVgY L 6XXZhhXdcigda L ;^c\Zgeg^cihXVcc^c\ L HeVbVcV\ZbZci 8dciVXijhdc/ )) % &)'(-,(-,( lll#hedgihd[i#Xd#j` ABOUT THE AUTHOR Jon Nasta is UK MD of Retention Management [email protected] / Twitter: @jonnasta july 2012 © cybertrek 2012 57 And now for something completely different... A Leisure Management Software that works for you, not you for it Tel 0845 055 6066 Go to www.nslcrm.com/nsl-crm-4-leisure Stop the Leaks! Campaign manager: Retain your members with automated contact. You decide who, what, when and how. The system does the rest... Talk to us... for more info on this or our many other solutions: t: 0844 847 5827 e: [email protected] w: www.ez-runner.com 58 Read Health Club Management online at healthclubmanagement.co.uk/digital july 2012 © cybertrek 2012 member payments WORLD of OPPORTUNITY EUROPE Kevin Scott outlines the challenges and opportunities of the forthcoming switch to the SEPA payments system across Europe he Single Euro Payments Area beyond our borders. It is the same for of Harlands Group’s total collections in (SEPA) is a European Union all other EU countries. the UK, SEPA collections still represent (EU) payments integration However, SEPA allows companies less than 0.5 per cent – this in spite of the initiative. The SEPA vision was to collect direct debits from any EU fact that, in 2011, Harlands was the largest Tset out by EU governments in the Lisbon country in Euros. This change to the UK producer of SEPA Direct Debits. Agenda, March 2000, which aims to make European payments landscape benefi ts One of the primary hurdles to greater Europe more dynamic and competitive. both individuals and businesses, as it uptake of SEPA has been the staggered In simple terms, SEPA is designed to enables money to be moved more nature of implementation, with SCT enable cross-border electronic Euro easily, quickly and effi ciently across the coming fi rst and an initial non-obligatory payment/collections within the 32 EU participating countries. introduction; most companies using credit countries currently participating in the or debit transfers have remained with scheme – the 27 EU Member States plus Towards a single system the legacy solutions. And of course, the Iceland, Norway, Liechtenstein, Switzerland The concept of SEPA has been mooted introduction of SEPA has hardly been and Monaco. SEPA collections can also for many years. However, it was with the assisted by the fi nancial crisis, both globally be made to Europe from the UK or introduction of the SEPA Credit Transfer and in the Eurozone over the past three other non-Eurozone countries, but these (SCT) in January 2008 that SEPA fi nally years, which doesn’t appear to be getting payments or collections would be in Euros. became a reality. SEPA Direct Debit any healthier. However, despite media At present, each country in the EU has now followed and, after a slow start, interest in the potential demise of the Euro, has a local or legacy payment solution. In volumes of the product have begun to it is inconceivable that the Eurozone will the UK this is BACS; all other countries rise: by May 2010, around 6.5 per cent of unwind, other than the likely withdrawal of use something similar. Using BACS credit transfers in Europe were SEPA- Greece: SEPA is here to stay. means that we can make payments or compliant, compared to 2.9 per cent a In February 2012, the European collect direct debits in the UK, but not year earlier. Nevertheless, as a percentage legislator applied a ruling which july 2012 © cybertrek 2012 Read Health Club Management online at healthclubmanagement.co.uk/digital 59 member payments Clubs could fi nd themselves with lots of members, but no way to collect fees from them established technical and business requirements for credit transfers and direct debits in the Eurozone. This ruling defi nes 1 February 2014 as the deadline in the Euro area for compliance with the core provisions of SEPA. In simple terms, all Eurozone countries must move to SEPA by February 2014 and all legacy solutions will in effect be ‘switched off’. Effectively, this means that existing national Euro credit transfer and direct Clubs will need to get debit schemes (legacy) will be replaced members to re-sign their by SEPA Credit Transfer (SCT) and SEPA direct debit agreements Direct Debit (SDD). Are the banks prepared? It became mandatory for the banks in all Eurozone countries to have adopted “1 FEBRUARY 2014 IS THE EUROZONE DEADLINE SEPA by November 2010, and since then SEPA has been running in parallel with the FOR COMPLIANCE WITH SEPA – LEGACY legacy solutions. However, our experience is that banks in different countries vary SOLUTIONS WILL THEN BE SWITCHED OFF” 60 Read Health Club Management online at healthclubmanagement.co.uk/digital july 2012 © cybertrek 2012 Debit Scheme launched in early 2011, Health & Leisure working with the Harlands Group as our fi rst live customer,” says Natalie Willems- Rosman, head of international payments at RBS Group. “SEPA Direct Debits have allowed the Harlands Group, already a key player in gym membership fees collection in the UK, to expand into new regions: it is now collecting from Spain and the Netherlands. Harlands was quick to adopt the new standards and translate those into a unique model that allows gyms to manage their members’ collections ‘the SEPA way’.” She continues: “For businesses who want/need to start using SEPA Direct Debits, our advice is to start as soon as possible. It takes time to adopt the new way of working, but most importantly, this will allow them to benefi t as soon as possible. We are currently assisting businesses all across Europe with their journey to SEPA, and being a fi rst mover in the market has allowed us to get invaluable experience as to how the products work for our customers.” Implementing the changes On a technical level, SEPA provides a cross-border solution with a set of standards for all participating countries. However, it also represents a change in the technology being used – a move from Join@home fl at fi le processing to xml fi le processing. SEPA therefore means a lot of change for businesses operating in Europe, as 2 Learn2 payment messages and fi le format types L will be different (changing from fl at fi le to xml). That means a change in the way data is submitted for direct debit submissions Contact Manager changes. Bank account details will also be different, switching to IBAN (international bank account number); all bank accounts will be referenced by IBAN from now on. Mobile in how fl uent they’ve become in handling This is specifi cally challenging for SEPA collections: despite systems being businesses using direct debits, as they in place, the effi ciency of the system will need to replace existing software has been slow to develop and adoption generating direct debit fi les and learn of SEPA by the banks has been slow – to capture more data. All existing direct perhaps not surprising given that the debits will also need to be re-signed in legacy systems still provide the vast the SEPA format. TAKING SELF majority of revenue for the banks. Potentially the greatest concern is that Adoption in the UK has been even if you run a health club, or clubs, in the slower, but this is likely to change Eurozone, you will need to go back to SERVICE TO A as SEPA becomes the norm in the each and every member and have them Eurozone; indeed, the Royal Bank of sign a new SEPA Direct Debit mandate, Scotland (RBS) is already leading the otherwise you will have no mechanism WHOLE NEW way in the UK. Harlands’ SEPA solution to collect the fees. At present, there has in fact been built with RBS, which is no indication that a method to ‘fl ip’ has its own platform to accept SEPA fi le existing local or legacy direct debit (DD) LEVEL... data; SEPA implementation relies on all mandates over to SEPA will be available – banks providing for the handling of SEPA new mandates will need to be provided. mandates, and unlike with BACS, SEPA New mandates can come from online fi les fl ow direct to the bank. sources or hard copy paper, but as we all “At RBS, we have actively been preparing know, getting members back into clubs to for the change to SEPA. Our SEPA Direct complete a new DD mandate is not going www.gladstonemrm.com july 2012 © cybertrek 2012 01491 201010 member payments Anytime Fitness (both images) has already switched to SEPA be health club-based, or any subscription “EXISTING CLUBS NEED TO SWITCH TO SEPA or recurring payment-based service or product. SEPA means an ability to reach a – THE SOONER THE BETTER. NEW CLUBS MAY much wider audience while still using the UK as a base, removing the previous need BE BETTER TO USE SEPA FROM THE OUTSET” to set up legacy systems in each country. There are also real business advantages to SEPA for clients, with clearing time to be easy. Getting ‘sleepers’ to sign a using SEPA DD from the outset offers reduced from three days to one day. new mandate may be even more difficult. multiple benefits: not only the ability to Consequently, there could be significant take direct debits from any EU national Time to act financial implications relating to loss of bank account, but also avoiding the need Health club operators in the Eurozone members during the switchover phase. to switch and have all members re-sign need to begin thinking about the It would therefore seem logical to begin in only 18 months’ time. implications of SEPA now. Existing clubs the process much earlier than February SEPA also means that moving into will need to change – and the sooner the 2014, launching SEPA DD and gathering another European country and opening better – while new clubs may be better new SEPA DD mandates from members clubs – or any other business using to use SEPA from the outset. Expansion as soon as possible. If all members have direct debit – is now significantly less into other Eurozone countries will already provided SEPA mandates, or are complicated. For Anytime Fitness, for now be much easier from a payments even already being collected via SEPA DD example – a US franchise expanding into perspective, and there will be no need to before February 2014, then the risk of Europe – the rollout is much easier than seek authorisation to process by means member cancellation has been eliminated. it would previously have been, as there is of the legacy platform. Once you are a Indeed, Anytime Fitness has already made no need to seek new partners and billing SEPA user, the whole of the Eurozone the decision to process all new business in platforms in each country. opens up to you. the EU via SEPA; come the switch, it will Do you have clubs in different be immune from any member fallout. European countries? If so, then you will However, any operators leaving the currently operate legacy (local) direct ABOUT THE AUTHOR switchover until the last minute will debit platforms in each country. SEPA potentially suffer huge losses, finding means you can now run all clubs from Kevin Scott is director of the themselves with lots of members but no a single solution, thereby significantly Harlands Group – in conjunction way of collecting fees. reducing administration costs and also with RBS, the first UK company of offering greater flexibility to members. any sort to develop a SEPA platform. Operator opportunities Clubs will also be able to set up direct Its systems act as a translation Although the migration will be a debits easily with members without bank process for any business in the potentially difficult phase, SEPA is accounts in their country. For instance, Eurozone to convert flat files into also a world of opportunity. This students studying abroad could still use SEPA format, with solutions that new standardised framework allows home bank accounts to join health clubs. allow data to be entered online, businesses to easily expand into Perhaps you’re based in the UK, but with manually or by file import. Clients different European countries, while also a service you could sell across the EU? Any can also manage all direct debit centralising administration and costs. business in the UK, or other EU country, mandates and customers via its SEPA If you are planning, or about to open, could begin to take direct debits from cloud member access solution. a new health club in the Eurozone, customers across the Eurozone. This could 62 Read Health Club Management online at healthclubmanagement.co.uk/digital july 2012 © cybertrek 2012 WHAT'S IN IT FOR YOU? Available in print & online ■ -%,")% %"+,"' + ( %% "' -+,*0 +-))%" *+ 0 ■ ■ !(' (($ ■ * ++ (($ ■ *( - , + % ,(* ■ (&)'0 )*(2 % + "' %- "' $ 0 "' (*&,"(' (', , ,"%+ "& + ( )*( - ,+ ' )" ,-* ( 0(-* (&)'0 (', , ■ *," % +,*") . *,+ "' ,! * ++ (($ + ,"(' ■ !( + /!( ( $ 0 "' -+,*0 ) *+('' % "' ,! ' -*() ■ *"., + ,(* () *,(*+ ■ -%" + ,(* () *,(*+ ■ ' -+,*0 (* '"+,"('+ ■ ,-* + ' * * ' &, *"% ■ * " ,"('+ (* *(& $ 0 "' -+,*0 2 -* + ■ ' -+,*0 +,,"+," + * !*!&% & * #* #+ % $ %* % &&" ■ . %()& ', )") %"' 3 ,"%+ ( (*,! (&"' !) %&- ,!## *& '+( ) * / &'. % &&" )*(# ,+ *(++ ,! + ,(* !) &$'( %)!, +! % ( ( % *&&# !)*(!+* ■ (&) ,",". 3 !*",0 . ',+ ,( &(,"., *& !% +)*(. &' (*&() +. () % )+''#! () % ,!## 0(-* +,4 ' & & *+ (* ,! 0 * ! * # !% !% +)*(. , %*) ■ "*0 , + 3 -" ,( %% "' -+,*0 . ',+ +!(/+ ' ' ,/(*$"' ())(*,-'"," + P O WER ED BY fi tness-kit.net The search engine for fi tnessbuyers ! %,! %- ' & ', ' (($ "+ ."%% ,( )-* !+ , 1 ) * ()0 ' %% (', ', /"%% Brought to you by ."%% ('%"' , --- #* #+ % &&"&$ Health Club management magazine july 2012 © cybertrek 2012 Read Health Club Management online at healthclubmanagement.co.uk/digital 63 environment series CREDIT WHERE CREDIT’S DUE THE ENERGY DESK’S MANAGING DIRECTOR IAN EDWARDS TAKES A LOOK AT THE BEST WAY OF GETTING CREDIT TO PAY FOR ENERGY USE he global financial downturn without historical accounts, you will have or not pay for the energy they have affected all aspects of business little or no credit rating. If you have a invested in on your behalf. and consumer life, including high credit limit of £1m but your credit Yet it remains a fact that poor credit, the energy sector. This has score from Experian falls below 51, your coupled with UK government pressure Tbeen particularly noticeable in relation to potential supplier will probe into your to reduce usage and carbon emissions, is the issue of energy procurement. accounts, and this has become a common leaving companies with a difficult dilemma. Even an organisation with a high problem within the leisure and retail With the deposits taking up so much of credit rating will wince at the prospect industry. Having a low credit rating will a company’s credit limit, little budget is of a utility company’s credit check. If undoubtedly result in your business being left to purchase energy-saving technology you haven’t undergone one of these tied into a contract on a higher tariff. to meet UK government targets. In credit checks yourself, you may ask why. What’s more, if you are unable to enter some cases, companies have no budget For most, the answer will undoubtedly into a contract with a utility company, you at all to invest in consumption reduction be the same: the depth and detail of won’t benefit from lower contract rates equipment and systems. the credit check is incomparable to and your tariff could rocket to three or any other, and a poor credit rating four times higher than the contract tariff. ADDRESSING THE can pose a host of challenges when With the UK sport and leisure industry CREDIT CRISIS it comes to purchasing energy. spending an estimated £700m every year But there are solutions on offer. Methods of energy procurement have on energy use, this can present huge Ultimately, to effectively manage your changed significantly over the past few challenges in the management of cashflow. energy costs, you need to be in control. years. An organisation was once able to But providing energy is not without There is no denying that energy prices pay for the energy it used in arrears, but risk to the supplier. Utility companies are set to soar and a valuable means to must now calculate projected energy will buy your energy upfront and your combating the increase in cost is to get consumption, sign contracts for anything credit rating is the only factor that can a handle on the energy you use and find from two- to five-year terms, and pay indicate the risk you pose to them. For ways to cut back your consumption. hefty deposits of three to six months to example, a £500k spend on a three-year Though the health of your credit rating the utility company upfront. contract adds up to a £1.5m energy is critical to your energy procurement, spend that the supplier will have to there are ways and means of ensuring POTENTIAL PROBLEMS purchase upfront. If you have a low that payment for utilities won’t break the FOR YOUR BUSINESS credit rating, you will – in the eyes of bank. Timing is everything. If you purchase Your credit rating determines the terms the supplier – be at risk of defaulting. your energy at the right time, you can tie of your energy contract, including Without a guarantee of payments, yourself into a more economical contract. the tariff, deposit value and contract utility companies will risk taking on the Consultants and purchasing consortia timeframe. If you’re a new company, financial burden should you not use are also in a position to speak to your “UTILITY COMPANIES WILL BUY YOUR ENERGY UPFRONT, AND YOUR CREDIT RATING IS THE ONLY FACTOR THAT CAN INDICATE THE DEFAULT RISK YOU POSE TO THEM” 64 Read Health Club Management online at healthclubmanagement.co.uk/digital july 2012 © cybertrek 2012 DWPHOTOS / SHUTTERSTOCK.COM The sport and leisure sector spends an estimated £700m a year on energy “A NUMBER OF FINANCIAL PRODUCTS ARE BEING DEVELOPED TO BRIDGE THE GAP WHEN IT COMES TO PAYING YOUR ENERGY DEPOSIT” Case Study: n 2010, Coventry Sports Trust – which manages Coventry well as an analysis of the building’s Sports and Leisure Centre – appointed Pureworld Technology consumption data, and proposed a COVENTRY Ito commission an energy reduction strategy, to help achieve scope of works. SPORTS TRUST its target of saving 12 per cent of the complex’s electricity, gas Equipment that was identifi ed and water consumption. as ineffi cient was decommissioned, with upgraded technology With over 900,000 visits a year, Coventry Sports and Leisure retrofi tted where effi ciency could be enhanced. Integral to Centre consumed an estimated 3,127,069 kWh in 2010, equating any energy reduction plan is the installation of appropriate to 1,679 tonnes of CO2 emissions. metering, allowing for monitoring of consumption, and an Built in 1966, the centre comprises two complexes: a wet-side automatic meter reading system was therefore introduced including an Olympic size pool, leisure and teaching pools, two to provide accurate data. gyms, two exercise studios, a health suite and a crèche; and a dry- The scope of works included the installation of a new side complex offering a 10-court sports hall, bowls hall, squash building management system, optimising the boilers and air- courts and changing rooms. handling units. Variable speed drives were also installed onto Pureworld Technology completed an initial site survey of the site’s motors to control frequency and control electrical plant equipment to establish ineffi ciencies across the facility, as supply to its air conditioning systems. Economical high-frequency lighting was installed in the main sports hall, including dimmable settings and absence- detection technology to ensure lighting only comes on when the facilities are in use. A variety of water conservation measures were also implemented, including Save-a-Flush bags in WC cisterns, estimated to save 4,000 litres of water annually. Upgraded water management controls, including aerated showers and the installation of a water meter to monitor consumption, helped further reduce water use. As a result of these changes, the centre benefi ted from electricity savings of 15.29 per cent, gas savings of 11.3 per The centre predicts annual savings of £83,160 cent and water savings of 15.5 per cent, equating to a predicted annual saving of £83,160. AZAPHOTO / SHUTTERSTOCK.COM july 2012 © cybertrek 2012 Read Health Club Management online at healthclubmanagement.co.uk/digital 65 environment series TEPIC / SHUTTERSTOCK.COM otswold District Council in Gloucestershire is committed required,” says EMSc (UK) MD Dr Case Study: to reducing its carbon footprint. The council’s carbon Alex Mardapittas. “Although the COTSWOLD Cmanagement plan, which aims to reduce carbon emissions nominal voltage in the UK is 230V, LEISURE CENTRE by 25 per cent by 2015, forms part of its ‘Cleaner and Greener’ the average delivered is actually 242V. campaign – an initiative geared towards reducing the council’s This ‘over-voltage’ means that energy overall environmental impact. consumption is not only higher, but as a result, the lifespan In line with this campaign, the council identifi ed the Cotswold of equipment is shortened.” Leisure Centre as a facility where several sustainability targets Voltage optimisation has also been shown to improve power could be met through a reduction in electricity consumption. quality by balancing phase voltages and fi ltering harmonics, as well The council recognised that voltage as transients from the electricity supply, optimisation – an electrical energy-saving leading to reduced maintenance costs as less technique in which a device is installed in demand is placed on equipment. series with the mains electricity supply, It was found that the centre could to provide an optimum supply voltage realise substantial savings by implementing for the site’s equipment – can help lower voltage optimisation technology, and a carbon emissions and reduce energy 286kVA Powerstar unit was installed. This costs. It therefore asked EMSc (UK) helped reduce the centre’s direct electricity Ltd to complete a site survey to assess consumption – an overall energy saving whether voltage optimisation could help of 8 per cent was achieved – while CO2 realise savings at the centre. emissions were reduced by 54 tonnes. The “On the whole, the National Grid council also achieved an annual saving of Powerstar: Reducing consumption supplies a higher voltage than is generally £7,800 on electricity costs. utility provider on your behalf, to fi nd the best prices, but also to determine its Renewable Heat Incentive (RHI), an negotiate the terms of your contract any obstacles you may face when it comes initiative that provides capital investment and mitigate the risk to all parties. For to accommodating the deposit requests of for businesses to install renewable heat example, a consultancy can tender out to the utility companies. generation equipment. By essentially suppliers and fi lter each one, not only to Meanwhile, a number of fi nancial footing the bill, the scheme is enabling products are currently being developed the installation of technologies such as by suppliers and fi nancial houses to ground source heat pumps or combined THE ENERGY EVENT bridge the gap when it comes to paying heat and power systems in non-domestic The Energy Event is the UK’s leading your energy deposit. Currently proving buildings up and down the country. exhibition and conference for industrial, popular in the US is the use of unsecured Furthermore, it’s enabling companies to commercial, public and not-for-profi t loans through merchant banks; if this recoup savings to put towards further users of energy. It targets professionals solution is rolled out in the UK, it will energy-effi ciency measures. who are looking to get a grip on their provide fi nance to the trader to pay the Getting to grips with your energy use company’s energy use, comply with deposit for the energy contracts. can be a daunting prospect, but there is a legislation and put in place sustainable and cost-effective energy effi ciency and Utility deposit bonds are also lot of support out there; it’s simply a case procurement solutions. currently available for larger deposits of looking in the right places. It offers a CPD-certifi ed conference, of between £50,000 and £1m, although spread across four theatres and featuring these often require extensive security over 70 speakers, alongside an exhibition checks, including an insurance policy A longer version of this showcasing 190 energy management and and a bank guarantee. The advantage article appeared in Leisure effi ciency product and service providers. of this option is that the customer Management, issue 2 2012, p62, will benefi t from a cheaper fi nancial as part of a series of features Find out more and register for a free tariff on the back of the guarantee on energy-related issues. place by quoting ‘Health’ provided to the utility company. at www.theenergyevent.com There are also emerging ways and Dates: 11–12 September 2012 The Energy Desk means for companies to seek funding Venue: Halls 7 & 8, Tel: 0800 3777 889 support for energy management and NEC Birmingham, UK Email: [email protected] Details: www.theenergyevent.com technology solutions. In November 2011, Web: www.theenergydesk.co.uk for example, the government launched 66 Read Health Club Management online at healthclubmanagement.co.uk/digital july 2012 © cybertrek 2012 Intelligent Hydration THE REVOLUTIONARY SELF SERVICE “A huge success. Our members love it and it provides a better return on SPORTS DRINK SYSTEM THAT DELIVERS investment than any other project in the last decade.” SIGNIFICANT SECONDARY INCOME. Steve Lewis, Managing Director of The Marlow Club 728&+6&5((1 6(/)6(59,&( /2:&$/25,( 3(5)250$1&((1+$1&,1* 9,7$0,16$1'0,1(5$/6 %,20(75,&6&$11(5 6(&85(,167$17$&&(66 &$6+/(66&219(1,(1&( Order before 31st May and UHFHLYH\RXUÀUVW 5000 drinks FREE* Thirsty for more? &DOOIRUPRUH LQIRUPDWLRQRUYLVLWHQHUJHDXFRPwww.energeau.com 7HUPV FRQGLWLRQVDSSO\ industry awards HEALTH CLUB AWARDS 2012 The official shortlist has now been announced for the second annual Members Choice Health Club Awards, sponsored by Centrum Performance he Health Club Awards, organised in partnership with Health Club Management, aim to find out which clubs offer Tthe best all-round customer experience based purely on ratings from members. This year, 450 clubs entered and 37,000 votes were cast between 1 February and 30 April. Simon Brown, MD of Health Club Awards, says: “The competition is all about engaging members and motivating staff, and that’s exactly what we’ve achieved. We’re absolutely delighted by the efforts made by participating clubs to get their members involved in the voting.” A total of 180 clubs and leisure Winners celebrate at the 2011 Health Club Awards ceremony centres made this year’s shortlist in 24 regions around the UK, offering localised thrilled that both of our clubs have been David Lloyd Leisure, which has entered marketing benefi ts: every shortlisted shortlisted – and the fact that this has for the fi rst time, has a number of clubs club will receive the Members Choice been voted for by our members makes shortlisted regionally and is in with a Health Club Awards ‘Shortlist’ logo, plus it even more signifi cant. We strive to go chance of taking the Best National Chain a bespoke press release and access to a the extra mile for all of our members, award. Huw Davies-Thomas, head of detailed Member Feedback Report. and it’s great to see that our hard work marketing communications, says: “We’re The next stage of the competition is and dedication has been recognised.” delighted that 16 of our clubs have been a second phase of vote auditing, which As well as the regions, there are national shortlisted and that DLL is up for the will determine the gold, silver and bronze categories for best Budget, Small, Medium prestigious accolade of Best National winners in each region and nationally. and National Chains. QHotels, which won Chain. There is no better recognition gold in the Best Medium Chain category and honour than being nominated by our member recognition last year, is shortlisted once again. Dave highly-valued members – the very people The Laboratory Spa & Health Clubs, Heap, group leisure and spa manager, who drive us to provide the best facilities, based in north London, have both been says: “We’re delighted to have 12 of our services and expertise we possibly can.” shortlisted this year. General manager clubs shortlisted in the regions, and to be Seb Barre says: “We’re absolutely shortlisted for Best Medium Chain again. 2012 AWARDS CEREMONY These awards are of great importance to us, as they are voted for by our members The gold, silver and bronze winners and give us a greater understanding of for the regions, the national chain their thoughts, needs and opinions.” categories and the two Grand Prix The énergie Group has had all three of categories – Best Club in the UK its core brands shortlisted. David Beattie, (under 2,000 members) and Best Club brand and marketing director, says: “The in the UK (2,000+ members) – will Health Club Awards give a transparent be announced at the second annual indication of what customers think. To Health Club Awards ceremony, which have 36 énergie sites shortlisted across takes place alongside Leisure Industry all three brands is testament that our Week (LIW) on 18 September 2012. franchise owners are delivering great The black tie event, to be held at the customer service and facilities. I would like Hilton Metropole Birmingham, will be to congratulate each and every club selected attended by over 500 guests. for the shortlist, and wish them further Further details about the awards, success in the winning stages.We’re equally as well as ticket information, can be delighted to have all three brands shortlisted found at: www.healthclubawards.co.uk Exeter is one of DLL’s shortlisted clubs for the National Chain categories.” 68 Read Health Club Management online at healthclubmanagement.co.uk/digital july 2012 © cybertrek 2012 SCOTLAND EAST EAST OF ENGLAND Aberdeen Sports Village Cambridge Belfry Hotel David Lloyd Leisure Aberdeen David Lloyd Leisure Luton David Lloyd Leisure Dundee Energie Fitness Club Leighton Buzzard Energie Fitness Club Dundee MEMBERS’ CHOICE Energie Fitness Club Liscombe Park Energie Fitness for Women Montrose Energie Fitness for Women Ely LivingWell Dundee HEALTH CLUB Everyone Active Stradbroke Leisure Centre Pure Gym Aberdeen One Leisure Huntingdon Pure Gym Edinburgh City Centre One Leisure St Ives Pure Gym Edinburgh Ocean Terminal One Leisure St Neots SCOTLAND WEST AWARDS SOUTH WEST – South David Lloyd Leisure Glasgow David Lloyd Leisure Exeter Energie Fitness Club Oban Energie Fitness for Women Teignmouth Energie Fitness for Women East Kilbride Everyone Active Leisure Centre Poole (Dolphin) Pure Gym Glasgow 2012 Everyone Active Rossmore Leisure Centre The Peak Stirling Everyone Active Weymouth Pool & Fitness Centre Westerwood Hotel Cumbernauld Pure Gym Bournemouth NORTHERN IRELAND SOUTH WEST – North Fit4less Club Lisburn Anytime Fitness Bristol Pure Gym Belfast Bath Sports and Leisure Centre Centurion Fitness Centre Bath NORTH WEST – North Everyone Active Easton Leisure Centre All Seasons Leisure Centre Chorley Everyone Active Henbury Leisure Centre Clayton Green Sports Centre Everyone Active Horfi eld Leisure Centre David Lloyd Leisure Knowsley Keynsham Leisure Centre Energie Fitness for Women Blackburn South Wansdyke Sports Centre Energie Fitness for Women Preston The Fitness Hub Portishead Helio Fitness Bolton Pendle Wavelength & Inside Spa Nelson SOUTHERN – North Village Health & Fitness Herons’ Reach Blackpool healthclubawards.co.uk David Lloyd Leisure Oxford Energie Fitness for Women Bicester NORTH WEST – South Energie Fitness for Women Newport Pagnell Crewe Hall Hotel Fit4less Club Chesham Energie Fitness Club Wilmslow Fit4less Club Swindon Park Royal Hotel Warrington Fitness4less Cheltenham Pure Gym Manchester Spinningfi elds LivingWell Milton Keynes Pure Gym Manchester Urban Exchange LivingWell Newbury North Pure Gym Warrington OFFICIAL LivingWell Reading The Midland Hotel Manchester National Badminton Centre Thornton Hall Country Health Club SOUTHERN – South NORTH EAST Bitterne Leisure Centre Fit4less Club Hartlepool SHORTLIST David Lloyd Leisure Ringwood Xercise4Less Stockton-on-Tees David Lloyd Leisure Southampton YORKSHIRE & THE HUMBER Energie Fitness Club Andover Energie Fitness for Women Fareham Colne Valley Leisure Centre Energie Fitness for Women Havant Crown Spa Scarborough Energie Fitness for Women Portsmouth David Lloyd Leisure Hull BEST BUDGET CHAIN (5+ clubs) Fit4less Club Farnborough David Lloyd Leisure Leeds Fit4less Hampshire Court Hotel David Lloyd Leisure York Pure Gym Southampton LivingWell Sheffi eld Fitness4less Pure Gym Leeds Pure Gym LONDON – North Pure Gym Sheffi eld Archway Leisure Centre Tankersley Manor Hotel BEST SMALL CHAIN (3-9 clubs) Energie Fitness Club Fulham Xercise4Less Wakefi eld Fitness4less Fit4less Club Tower Hill WALES One Leisure H2 Bike Run Soho Highbury Pool and Fitness Centre Fit4less Club Port Talbot Sandwell Leisure Topnotch Islington Tennis Centre LivingWell Newport The Laboratory Spa & Health Club Mill Hill Pure Gym Cardiff Xercise4Less YMCA London South West The Laboratory Spa & Health Club Muswell Hill Spa Naturel Mercure Cardiff Holland House Health Club YMCA Central London WEST MIDLANDS – North BEST MEDIUM CHAIN (10-30 clubs) LONDON – South David Lloyd Leisure Solihull South Active Nation Energie Fitness Club Forest Hill Pure Gym Stoke on Trent Aquaterra Fitness4Less Southwark Pure Gym Wolverhampton Fit4less LivingWell London Docklands Sandwell Leisure Trust Haden Hill Leisure Centre Fusion Lifestyle Pure Gym London Oval Sandwell Leisure Trust Smethwick Swimming Centre Pure Gym London Wandsworth Telford Golf and Hotel Resort Pure Gym Q Hotels Wavelengths Leisure Centre WEST MIDLANDS – South YMCA Wimbledon Chesford Grange Hotel BEST NATIONAL CHAIN (30+ clubs) SOUTH EAST - North (Essex) David Lloyd Leisure Bromsgrove David Lloyd Leisure Energie Fitness for Women Chelmsford Everyone Active Stratford Leisure Centre Energie Fitness Clubs Everyone Active Basildon Sporting Village Fit4less Club Redditch Energie Fitness for Women Everyone Active Central Park Leisure Centre LivingWell Birmingham Everyone Active Everyone Active Epping Sports Centre Nuffi eld Health Nuneaton LivingWell Everyone Active Hornchurch Sports Centre Pure Gym Birmingham City Everyone Active Loughton Leisure Centre Pure Gym Birmingham West GRAND PRIX CATEGORIES Everyone Active Ongar Leisure Centre Pure Gym Coventry Everyone Active Waltham Abbey Leisure Centre Best Club in the UK (less than 2,000 members) The Hampton Health and Fitness Club Stock Brook Golf and Country Club All clubs shortlisted with less than 2,000 members EAST MIDLANDS – North are eligible for this category SOUTH EAST - North (Herts & Middlesex) David Lloyd Leisure Nottingham Energie Fitness Club Northwick Park Energie Fitness for Women Arnold Best Club in the UK (2,000 members or more) Energie Fitness for Women St Albans Energie Fitness for Women Long Eaton All clubs shortlisted with 2,000 members or more Everyone Active Fanshawe Leisure Centre Everyone Active Festival Hall Leisure Centre are eligible for this category Everyone Active Grange Paddocks Leisure Centre Everyone Active Hucknall Leisure Centre Everyone Active Spelthorne Leisure Centre Everyone Active Lammas Leisure Centre Everyone Active Sunbury Leisure Centre Nuffi eld Health Mapperley Everyone Active Watford Woodside Leisure Centre The Nottingham Belfry Hotel Everyone Active Watford Central Leisure Centre EAST MIDLANDS – East Topnotch Health Club Brentford David Lloyd Leisure Lincoln Burton Waters SPONSORED BY SOUTH EAST - South (Surrey & W. Sussex) Everyone Active Cleethorpes Leisure Centre Cranleigh Golf & Country Club Everyone Active Grimsby Pool Energie Fitness Club Croydon Everyone Active West Lindsey Leisure Centre Energie Fitness Club East Grinstead Forest Pines Hotel Broughton Everyone Active Cheam Leisure Centre Yarborough Leisure Centre Everyone Active Phoenix Leisure Centre EAST MIDLANDS – South Fit4less Club Epsom David Lloyd Leisure Leicester Nuffi eld Health Surbiton Everyone Active Enderby Leisure Centre World’s No.1 Multivitamin † Pure Gym Walton on Thames Everyone Active Hinckley Leisure Centre Slinfold Golf & Country Club LivingWell Leicester YMCA Hawker Centre Kingston Loughborough Leisure Centre IN PARTNERSHIP WITH SOUTH EAST - South (Kent & E. Sussex) Pure Gym Leicester Ashford International Hotel David Lloyd Leisure Maidstone Energie Fitness for Women Eastbourne LivingWell Maidstone The Weald Leisure Centre Topnotch Health Club Maidstone *Trademark † Refers to Centrum brand. Based on worldwide sales. sibec review ANY QUESTIONS THE PANEL David Stalker Sean Holt Martin Kay Martin Guyton Phil Attwell Chris Holliday CEO, FIA CEO, CIMSPA Member of Leisure contracts Director of sport Head of leisure sporta National manager, & student activity, and community Executive Tonbridge & University of health, Walsall Malling Borough Exeter Council Council In a Question Time-style forum held at SIBEC UK in May, suppliers and operators posed questions to a panel of industry experts. Katie Lewis summarises the key points QShould we be focusing more as a walk. It’s about appealing QWhat’s the role of the public on the benefi ts of wellness, in to individuals. A ‘one size fi ts all’ leisure sector going forward? addition to fi tness? approach is not effective. Phil Storey, CEO, Pendle Leisure Trust Gerard McCarthy, sales director, Dalesauna David Stalker Chris Holliday Martin Kay Wellness offers the sector a huge The public sector is there to provide I believe we’re currently missing out on opportunity. Pendle Leisure Trust, a service, but it’s not only for people the wellness opportunity: we talk about for example, has created a fantastic who can’t afford to pay private health sport and activity, but not really about wellness facility that’s making a signifi cant club prices. In the public sector, we’ve wellness. For example, I no longer have contribution to the wellbeing of the local faced fi ve years of signifi cant budget a desire to work out on a treadmill, community. We need to learn from this cuts, and if we don’t take action to but I could be teased into a spa. While example and build on it. I welcome any encourage more people into our I’m there, I might be encouraged to wellness solution that puts our centres at facilities, public sector leisure centres participate in some light exercise, such the hub of the local community. may not exist in the future. In Walsall, 55 per cent of the adult population participate in absolutely no exercise – we need to encourage these people into our facilities. David Stalker Public leisure providers need to move away from a ‘one size fi ts all’ approach if they are to tackle wider health issues. The public sector’s role is to identify ways to tap new markets, rather than simply churning current gym members and leisure centre users. At a time when the NHS is struggling to cope with the rising cost of treating conditions that regular exercise could prevent, it seems to me that a 12 per cent market penetration just isn’t good enough – the public sector Pendle’s spa: “A signifi cant contribution to wellbeing in the local area” needs to bring in new people. 70 Read Health Club Management online at healthclubmanagement.co.uk/digital july 2012 © cybertrek 2012 Competition from budget gyms is ‘good for the sector’ Few people are aware of daily activity guidelines SVLUMA / SHUTTERSTOCK.COM Phil Attwell In many communities, universities are already the lead provider of leisure facilities and many are expanding their community offering to address local sport, leisure and fi tness needs. This activity is likely to impact mid-market public and private sector providers. QDo you think the low-cost model is sustainable, and can it create gym membership growth? Andy Roberts, senior sales consultant, Precor David Stalker Inevitably the rapid growth of budget Sport England staff can leave the offi ce to play squash or go for a walk gym chains has created new competition LIGHTPOET / SHUTTERSTOCK.COM in the market, but the model is also attracting a signifi cant number of fi rst-time users. This is good news for the growth of the sector. To survive, Conversations Q As members of the health mid-market operators will need to fi nd and fi tness industry, do we need to new ways to differentiate themselves, with DCMS are better practise what we preach? potentially focusing on delivering David Connell, head of business development, exceptional customer service and valuable, but we Hertfordshire Sports Village offering a broader range of activities. need to be sitting Sean Holt Chris Holliday at the DH table During my time at Sport England, working I’m not convinced about the long-term with CEO Roger Draper, I was taught the future of the budget club model. Many importance of walking the talk. Staff were people use our facilities because they regular dialogue with other key bodies to expected to participate in at least 30 enjoy the personal interaction with ensure we all push in the same direction. minutes of exercise, three times a week: professional, well-trained staff. The Sixty per cent of CIMSPA members are people could leave the offi ce at any time majority of people will not be prepared over the age of 45. My challenge is to to play squash or go for a walk. So yes, to compromise on this. If the public encourage more young professionals to people should lead by example. sector can build the right facilities with get involved with the Chartered Institute. the right staff, people will pay and will not Martin Guyton necessarily swap service for a lower price. Chris Holliday Yes, we need to lead by example – but There’s enough room for all the to make this possible, we need to recruit organisations, but remits need to be clear people with a true belief in what they QThere are so many bodies and they need to work together. Our are promoting. Public messages about representing the fi tness industry – sector has a lot to offer when it comes the benefi ts of exercise also need to is there enough room for them all? to tackling major issues on the political be more visible and have better clarity. Tracy Copping, CEO, South Suffolk Leisure agenda and we have to be united to do I suspect most of the UK population this effectively. While conversations with is aware of the ‘fi ve a day’ fruit and Sean Holt the Department of Culture Media and vegetable recommendation, but would Yes, as they all have their own role to Sport (DCMS) are valuable, sitting at the guess that signifi cantly fewer people play. CIMSPA, for example, is about raising table with the Department of Health are aware of the daily physical activity standards in the workforce, and we are in (DH) is where we also need to be. recommendations. july 2012 © cybertrek 2012 Read Health Club Management online at healthclubmanagement.co.uk/digital 71 Energy Products fi tness-kit.net the search engine for leisure buyers Wherever you are in the world, fi nd the right products and services 24 / 7 Spicy snack’s protein hit by logging on to Health Club Management’s free search New Inkospor Active Protein Chips are protein crisp snacks containing 43 per engine www.fi tness-kit.net cent protein and approximately 50 per cent less carbohydrates and fat than regular potato crisps. New energy training The product comes in paprika flavour drink for athletes and is designed for day and evening snacking, during and after training. For Goodness Shakes has developed Ingredients include soy protein isolate, Nectar, a new energy drink maize meal, vegetable oil, mixed herbs, concentrate designed to let athletes sugar and antioxidant rosemary extract. choose a solution to meet their specific training needs. fi tness-kit.net KEYWORD The 2-litre tank comes with a 25ml inkospor dosing pump which, when adding the product to water in measured doses, can deliver a choice of: a hypotonic drink, ideal for fast hydration in light or hot training conditions; an isotonic drink for regular training and racing; or a hypertonic drink for intervals and fi tness-kit.net KEYWORDS intensive training sessions. for goodness shakes New energy drink from Lucozade Lucozade by GlaxoSmithKline has launched a new sub-brand called Revive. An energising drink containing Kinetica launches next generation fuel gel B vitamins and only 50 calories per bottle, it’s available in three flavours: Sports nutrition specialist Kinetica endurance. It also offers essential lemongrass with ginger, orange with has added a new fuel gel to its amino acids – designed to promote acai, and cranberry with acai. product range, scientifically designed muscle recovery – plus a vitamin Revive is aimed at consumers aged to provide athletes with a powerful, blend including Vitamins B and E, 25–35 and features vibrant packaging. sustained performance boost. alongside the carbs and caffeine. Revive is available in 380ml singles and The gel incorporates rapidly Using natural flavours and colouring, 4 x 380ml multi-packs. absorbed carbohydrates and the product comes in 24 x 35ml packs. key nutrients to enhance mental fi tness-kit.net KEYWORD alertness and focus, delay physical fi tness-kit.net KEYWORD lucozade fatigue and increase athletic kinetica 72 Read Health Club Management online at healthclubmanagement.co.uk/digital july 2012 © cybertrek 2012 CHANGING TIMES? S&P works with you to deliver inspirational environments by solving your procurement demands and establishing new models of service consolidation and partnership working The Edge, University of Leeds Cardiff International Pool K2, Crawley The Peak, Stirling Sports Village DELIVERING INTELLIGENT SOLUTIONS FOR 30 YEARS Architecture t Masterplanning t Consulting t Regeneration tFeasibility Refurbishment t Consultation t Engagement t Procurement Advice Project Management t Planning Sustainability t Value Management LONDON NOTTINGHAM GLASGOW Victory House 9 Weekday Cross Mackintosh House 30 Kingsway The Lace Market 5 Blythswood Square London WC2B 6EX Nottingham NG1 2GB Glasgow G2 4AD +44 (0)20 7831 8877 +44 (0)115 941 5369 +44 (0)141 225 8399 +44 (0)20 7831 4477 FAX +44 (0)115 947 5955 FAX +44 (0)141 225 6271 FAX www.s-parchitects.com [email protected] project profi les PROJECT PROFILE PROMOTION SUPPLIER SHOWCASE WE PROFILE RECENT PROJECTS FROM CYBEX INTERNATIONAL UK AND 1&1 INTERNET IN RESIDENCE Supplier CYBEX International UK Client The Club, Baltimore Wharf – London, UK s the largest residential gym in London, The Club at Baltimore has recently opened within the newly built Baltimore Wharf complex in London’s Docklands. ASituated just a 10-minute walk from Canary Wharf, Baltimore is the latest project from Ballymore, an award- winning luxury residential property development company. The site, which offers luxury suites and apartments, provides both residents and the local community with full access to The Club – a prestigious gym and leisure facility. Split across two fl oors, the gym has been fully equipped with a comprehensive range of cardiovascular and strength training equipment from CYBEX International. The facility houses fi ve 750AT Total Body Arc Trainers, six 750C upright cycles, The Club at Baltimore is open to a Bravo functional trainer and a range of equipment from residents and the local community CYBEX’s Eagle series of premium strength equipment. CYBEX also installed nine treadmills from the 770T range, will be able to set up an exercise programme, charge an iPod part of its best-in-class series of cardiovascular equipment. or iPhone and scroll through playlists to provide a unique Only recently launched to the UK market, the 770T treadmills personalised workout experience. have been developed for greater comfort and provide more The contract to equip The Club at Baltimore was won entertainment options than any other treadmill in the CYBEX by Nuffi eld Health, a leading provider of medical, wellbeing range through the 770T-CT – CYBEX’s new CardioTouch™ and fi tness services. This installation is the latest in an display. The 770T-CT offers a single command centre for extensive portfolio of projects on which CYBEX and every exercise programme and entertainment control. Users Nuffi eld Health have worked in partnership; other projects include the headquarters of Deutsche Bank, as well as high- end supermarket chain Waitrose. Chris Koffman, director of new business at Nuffi eld Health, says: “The Club at Baltimore is one of the most exclusive residential fi tness facilities in London. The equipment provided by CYBEX not only refl ects the high quality, state-of-the- art design of The Club but, through the range of cardio and strength equipment installed, also ensures that users of all fi tness abilities and training interests will be able to maximise their workouts on-site.” As CYBEX UK’s key account manager, Alan Ellis was responsible for the successful delivery of the installation. He says: “As the largest residential gym in London, The Club at Baltimore will provide an exclusive training facility for not only the occupants of one of the area’s most prestigious developments, but also for the local community. “For CYBEX to be chosen to equip the facility further emphasises the high quality and long-lasting durability of our equipment.” As well as the gym, The Club also includes a 25m swimming pool, basketball court, climbing apparatus, The club is supplied by CYBEX, and spa and sauna facilities. including Eagle strength equipment For more information: www.cybexintl.com 74 Read Health Club Management online at healthclubmanagement.co.uk/digital july 2012 © cybertrek 2012 PROJECT PROFILE PROMOTION WEBSITES DIY-STYLE Supplier 1&1 Internet Client Dream Fitness – London, UK ream Fitness, an independent gym in south London, offers a full range of services – from CV and weight training programmes, through nutrition and boot camps, to massage, beauty and hypnotherapy – to Dhelp individuals change their lives, and their attitudes to their health and physical appearance, for the better. When setting up his club, owner Chris Davies knew he would need a good website, but with no IT skills beyond a GCSE in the subject, he didn’t know where to start. Based on a recommendation from one of his colleagues, he opted for the 1&1 MyWebsite site builder product – a website package aimed specifi cally at helping small businesses such as gyms and health The website has driven awareness of the club, boosting number of clients clubs to launch a compelling, effective website within minutes. STOCKLITE / SHUTTERSTOCK.COM “I knew I needed a website to which I could refer potential clients, to communicate the range of high quality services on proved to be a useful marketing tool, raising awareness of his offer at the club and thereby grow the business,” says Davies. business, offering information to prospects and providing an “However, I’m not a very technical person at all. I just opportunity for people to interact with him. He is confi dent know the really basic stuff, but with the MyWebsite product that bookings through the website will continue to increase. that was all I needed. The product was really easy to use, He continues: “The website is a selling point and allows with all the templates already in place – I simply had to drop people to understand what I’m all about. It has defi nitely led in my own information to set up my own website. The whole to an increase in clientele. process was easy, quick and very simple.” “Since I initially created the site, I’ve also found it easy to It took a few days to complete the project, with Davies update sections as needed,” he adds. fi nding a few hours in each busy day to complete each of 1&1 offers packages from around £10 a month that the pages and research the content to be included, but provide a choice of industry-specifi c templates and content, by the end of the third day he had a comprehensive site such as those for gyms. The packages are designed to be – www.dreamfi tness.co.uk – ready to launch. used by any level of computer user and include everything “The fi nished product is a professional-looking website that a gym, club or leisure centre needs to launch online. that meets all my objectives,” says Davies. “I’ve had a number This includes a range of tools for social media and mobile of people compliment the site, and even ask who the web functionality, as well as features such as feedback forms, design company was. People are shocked to hear I did it myself relevant image libraries and location, news and weather because of just how professional it looks. content, as well as shop functionality. Although Davies stills meets potential clients face-to- face or through recommendation, the website has already For more information: www.1and1.co.uk The owner of Dream Fitness, Chris Davies (above centre), created the website himself (left and bottom right), allowing him to communicate the full range of products and services available at his London-based club (above right and bottom centre) july 2012 © cybertrek 2012 Read Health Club Management online at healthclubmanagement.co.uk/digital 75 Product Round-Up fi tness-kit.net the search engine for leisure buyers Wherever you are in the world, fi nd the right Pulse’s retentive module products and services 24 / 7 Pulse has unveiled a new module for by logging on to Health Club its SmartCentre gym management Management’s free search software. Known as the Retention Magnet, it’s a tool designed to simply engine www.fi tness-kit.net and efficiently identify, interact with and retain gym members. Among other features, it uses powerful reporting Micro-managing the tools to manage staff performance and group cycling experience member interaction, with customisable interaction reminders including workout Life Fitness has debuted a new group review frequency. cycling bike called the Lifecycle GX. Built to suit a variety of user types fi tness-kit.net KEYWORD and enable them to experience an pulse ergonomically correct ride, micro fore and aft adjustments permit both seat and handlebar to be positioned in the most comfortable knee-over- pedal position for a specific height and body type, while pop/pin vertical adjustments in increments of 15mm allow users to find the correct height relative to pedal crank. An optional fi tness-kit.net KEYWORDS computer provides feedback to users. life fi tness Discovering Precor’s new strength equipment Antibacterial mats from Airex AG The Discovery Line is a new range of plate-loaded strength Airex has launched a new generation of equipment from fitness supplier gym mats said to set new standards in Precor. Comprising seven pieces, it’s functionality. Rising hygiene standards designed for both first-time users have been taken into account by using and seasoned athletes. The full line a new, highly effective antibacterial is designed with independent arm substance. Airex says it even controls resistance, and converging and the aggressive MRSA strain of bacteria diverging movement paths created that can be found in fitness facilities. to provide a greater range of motion By using new substances, the company and usage of muscle groups. Each has also been able to significantly item also features a large, text-free improve the mats’ resistance to ageing illustrational sign that demonstrates indoors, outdoors and in water. correct form and muscle usage at a glance. A QR code on the sign fi tness-kit.net KEYWORD fi tness-kit.net KEYWORD allows smartphone users to view a airex precor 30-second instructional video. 76 Read Health Club Management online at healthclubmanagement.co.uk/digital july 2012 © cybertrek 2012 For just over £20 per issue you can access over 10,000 motivated leisure health club professionals committed to the industry management To book your space call the sales team on DIRECTORY Tel: +44 (0)1462 431385 architects/designers clothing & merchandise The one stop shop for all your fitness uniforms and Leading specialists for bespoke promotional products HEALTH CLUB & FITNESS DESIGNERS uniforms & promotional merchandise t 0844 344 5566 UÊ The latest designs and w massdesigners.com quick-dry fabrics UÊ Services for all clubs, small or large UÊ Unique, easy online ordering system Get in touch today! T: +44(0) 208 206 2299 E: [email protected] www.zynkdesign.com W: www.beatconcepts.co.uk Boost your clubs’ secondary income! To book your advert call UÊ 100% cotton prewashed towels retailing for £4 the sales team on UÊ Over 100% mark up for your club UÊ Free POS unit +44 (0)1462 431385 UÊ Easy online ordering E: towels@fitanddry.com W: www.fitanddry.com AV/sound Gym Starter Packs 1&) &)-* $("*)')*) - ,+ 1)/!&+1 "+1 ,!* ),,&!+ 1- +1 *! #)(!+1 &) %+ ½ Wireless Cardio Cinema 1(,) % +,!&$.!*0 LightmastersLightmasters ½ Wireless Audio for Spin Classes ½ Full PA & AV Systems ½ LED & Fibre Optic Lighting Systems Finance Package Available The Complete Uniform 01480 407727 Management Service [email protected] 1! $ ,! )-(, ( "!*+ www.lightmasters.co.uk 1()-+!*) - ,$)( 1 +,! $'!+ let us quote you today... www.taylormadedesigns.co.uk Book your advert on our website and + &!+ , 0&)*' ! !+$"(+ )-% be seen by over 26,000 buyers every month from as little as £240. To book your advert call CALL THE SALES TEAM TODAY the sales team on TO DISCUSS YOUR BOOKING Tel: 01945 476973 01462 431385 +44 (0)1462 431385 www.abaudiovisual.co.uk Email. [email protected] july 2012 © cybertrek 2012 Read Health Club Management online at healthclubmanagement.co.uk/digital 77 clothing & merchandise (continued) computer membership software !" #$%" "$ *3(90;@30=, MVY3LPZ\YL 6UL76:PU[LYMHJL LUKSLZZILULÄ[Z )VVRPUNZSV`HS[`YLWVY[PUN TLTILYZOPWVUSPUL TVYL 0TWYLZZ`V\YJ\Z[VTLYZ 9HPZLZ[HMMWYVK\J[P]P[` 0UJYLHZLVWLYH[PVUHSLMÄJPLUJ` -VYHKLTVJHSS SLPZ\YL'JSHYP[`JVTTLYJLJVT club operation support Book your advert on our website and be seen by over 26,000 buyers every month from as little as £240. 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MAXIMISE YOUR YIELD AND RETAIN MORE MEMBERS ‘Intelligent’ membership ‘Intelligent’ spa Online prospecting Online bookings with SMS and email confirmation Online CRM 6]^\]an[jcXi^dcVa!XdchiVcian ^begdk^c\hnhiZb!idbVcV\Z TO CASH-IN CALL: OVER bdhiaZ^hjgZZck^gdcbZcih 600 CLIENTS Northern number L BZbWZgh]^e$8GB WORLDWIDE L HedgiXaVhhWdd`^c\ 0161 7943206 L I^aaXgZY^iXVgY Southern number L 6XXZhhXdcigda 01634 296 234 L ;^c\Zgeg^cihXVcc^c\ L HeVbVcV\ZbZci Leisure Vend Operating Ltd 8dciVXijhdc/ )) % &)'(-,(-,(lll#hedgihd[i#Xd#j` www.leisurevend.co.uk !"# "$# %$& 78 Read Health Club Management online at healthclubmanagement.co.uk/digital july 2012 © cybertrek 2012 customer engagement exercise equipment (continued) Get Members. “The FreeMotion Dual Cable Cross”... Like the Swiss Army Knife this is the ultimate multi functional Machine for all your functional training needs Keep Members. 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Tel: +44 (0)1635 239645 Email: [email protected] Web: www.kitlock.com Tel: +44 (0)1945 880257 www.jordanfitness.co.uk FITLOCKERS Quality Affordable Timber Lockers Book your advert on our website and be seen by over 26,000 buyers every month from T: 01923 770435 as little as £240. sales@fi tlockers.co.uk www.fi tlockers.co.uk CALL THE SALES TEAM TODAY TO DISCUSS YOUR BOOKING sales and marketing 01462 431385 by Want an extra 200 - 700 new members for free? www.healthclubmanagement.co.uk Call: 0115 777 3333 COPYRIGHT NOTICE To subscribe to Health Club Management, log on to ww.leisuresubs.com, email: subs@leisuremedia. com, tel +44 (0)1462 471915, fax +44 (0)1462 433909. Annual subscription rates: UK £41, Europe £52, rest of world £73 and students UK £20. Health Club Management is published 11 times a year by The Leisure Media Company Limited, Portmill House, Portmill Lane, Hitchin, Herts, SG5 1DJ, UK, and is distributed in the USA by SPP, 75 Aberdeen Road, Emigsville, PA 17318-0437. Periodicals postage paid @ To book your advert call Manchester, PA. POSTMASTER Send US address changes to Health Club Management, c/o PO Box 437, Emigsville, PA 17318-0437. The views expressed in print are those of the author and do not necessarily represent those of the publisher the sales team on The Leisure Media Company Limited. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by means, electronic, mechanical, photocopying, recorded or otherwise without +44 (0)1462 431385 the prior permission of the copyright holder. Printed by Warners Midland. © Cybertrek Ltd 2012 ISSN 1361/351 82 Read Health Club Management online at healthclubmanagement.co.uk/digital july 2012 © cybertrek 2012 edited by katie barnes. email: lightweights ‘COREGASM’ – AN EXTRA WORKOUT BENEFIT! Anecdotal stories of exercise leading to a female orgasm have been confi rmed by researchers at Indiana University in the US. While the phenomenon – sometimes known as ‘coregasm’ due to an association with core abdominal work – isn’t new, this is the fi rst study of its kind to look into it. Online surveys were sent to 370 women who had reported exercise-induced orgasms (EIO) or exercise-induced sexual pleasure (EISP). Forty per cent of those who had experienced EIO or EISP had done so on more than 10 occasions, and those reporting EIO were not fantasising sexually or thinking about people they found attractive. Various types of activity were associated with EIO and EISP, including weight lifting (26.5 per cent), yoga (20 per cent), cycling (15.8 per cent), running (13.2 per cent) and walking/hiking (9.6 per cent). However, abdominal exercise came out top: 51.4 per cent of the EIO group had had an orgasm linked to ab work in the previous 90 days. BESTPHOTOSTUDIO/ SHUTTERSTOCK.COM WATERCRESS MAY Eating small amounts of watercress daily could help alleviate stress put HELP WORKOUT on the body after a vigorous gym workout, say Scottish scientists. RECOVERY Researchers from Napier University and Ulster University found that, while high-intensity exercise can create a build-up of free radicals which may damage DNA, watercress can help raise levels of antioxidants to protect our bodies. KZENON/ SHUTTERSTOCK.COM The eight-week study was based on 10 men who ate 85 grams of HUNGER GAMES watercress and went through a high-intensity treadmill workout. WORKOUT HITS US They had less damage to their DNA compared to a control group. More than 36 million copies of the The QUANG HO / SHUTTERSTOCK.COM Hunger Games trilogy have sold worldwide and a fi lm adaptation was released in March. On the back of this, New York Sports lunchtime dance class trend Clubs has launched the Train Like a Tribute workout. In the books, teenagers – or Across cities in Sweden, workers are just 14 people attended the event. ‘tributes’ of a post-apocalyptic world – fi ght swapping sandwiches for swinging But what started as an underground to the death in gladiatorial combat. In reality, moves in the Lunch Beat craze. movement began to capture people’s the small group classes use vigorous cardio Held for just an hour – 12 noon til 1pm attention as the clubs were given local, and weights-based exercises to mimic skills – the organised events see employees then international, media airtime – used in the books: archery, tree climbing, bopping away in an attempt to increase including on BBC World and Oprah. speed work and strength training. their productivity in the afternoon. Today, the monthly Stockholm Lunch Created by master trainer Eric Salvador, a And they’re growing in popularity. Beat events attract over 600 people and former US marine, the class is ‘won’ by the Lunch Beat, a not-for-profi t there are now 25 international branches. person who completes the most circuits. organisation, was founded by Molly The concept is free to copy and improve. Details: www.mysportsclubs.com Ränge in Stockholm in June 2010, when Details: www.lunchbeat.org july 2012 © cybertrek 2012 Read Health Club Management online at healthclubmanagement.co.uk/digital 83 THIS IS NOT AN ELLIPTICAL IT’S BETTER THIS IS THE CYBEX ARC TRAINER MACHINES BURN CALORIES BUILD POWER 3IN ONE GAIN STRENGTH CYBEX INTERNATIONAL UK T: 0845 606 0228 GET THERE E: [email protected] W: www.cybexintl.com FASTER